Ultimate Party Foul
Underage Drinking and Driving: the Ultimate Party Foul. Most party fouls, let’s face it, are pretty dumb. Sometimes they land you an unfortunate nickname, a nasty bruise, or make you the star of a few embarrassing snaps. But the damage usually ends there.
Underage drinking and driving, however, is a party foul with real consequences. Get busted, and you could pay fines, do community service, and lose your license. It’s the ultimate party foul.
That is the creative and strategic premise of the Ad Council's Underage Drinking and Driving Prevention campaign.
Despite the fact that all 50 states have a National Minimum Drinking Age law, young drivers under legal drinking age continue to drink and drive. Drivers between 15 and 20 are involved in 10 percent of all fatal crashes and 32 percent of the drivers in this group had a BAC of .01 or higher. While the approach to underage drinking and driving has historically focused on a "don't drink at all" message, these harrowing statistics indicated a need to create a campaign that educates young drivers that consuming any alcohol and driving can have significant consequences.
To create a campaign that resonates with the target, it was important that the Ad Council create a campaign that felt realistic and authentic to teenagers. Developed pro bono by ad agency Merkley and Partners, the campaign aims to stop underage drinking and driving by educating young drivers on the consequences to drinking and driving underage and providing them with tips and resources to navigate tricky social situations. All assets drive to UltimatePartyFoul.org.