Project Roadblock Campaign Toolkit
Project Roadblock is a multiplatform drunk driving prevention campaign exclusive to local broadcast TV stations. It is the largest annual station-supported initiative of a single PSA campaign. This toolkit is a resource to extend the reach of this important campaign for stations: PSAs, PR materials, social media assets, and helpful tips to engage your partners and your community.
About the campaign
Nearly 12,500 people lost their lives to drunk drivers in 2023, representing 30% of all traffic fatalities that year. Tragically, over 50% of them were within just 10 states.
Help save lives in your community this December 26-31 by amplifying your station's on-air and online Project Roadblock support this holiday season!
Ways to get involved:
Help save lives in your community this December 26-31 by amplifying your station's on-air and online Project Roadblock support this holiday season!
Ways to get involved:
- Make It Newsworthy: Incorporate Project Roadblock into your local news segments. Talking points available.
- Post on Social: Use our pre-scripted content, or create your own. Social graphics available in English and Spanish.
- Share: Embed our Project Roadblock PSAs and social graphics on your site and social channels.
Resources to promote the campaign and spread awareness
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Talking Points for Stations
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Localizable Press Release
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Alcohol-impaired facilities by state
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Recommended Social Copy
Holiday Social Graphics
Share your commitment to Project Roadblock with our seasonal social media graphics! English and Spanish-language assets available.
Frequently Asked Questions
- What is Project Roadblock?
- Project Roadblock is a multiplatform drunk driving prevention campaign exclusive to local broadcast TV stations. It is the largest annual station-supported initiative of a single PSA campaign. Sponsored by TVB, the U.S. Department of Transportation’s National Highway Traffic Safety Administration (NHTSA), and the Ad Council, Project Roadblock aims to put the brakes on drunk driving during the holiday season, historically one of the deadliest times of year to be on the road.
- How can I sign my station up to participate?
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Register your station to support Project Roadblock on the TVB website. From there, download spots and pledge to air them between December 26 and 31st, historically one of the deadliest times of year to be on the road.
Station registration typically begins every October, and closes in mid-December. Specific dates for the 2025 Project Roadblock season are forthcoming. - What's the scale of the issue?
- Project Roadblock has saved countless lives over the course of the last two decades, but there is still work to do. Nearly 12,500 people lost their lives to drunk drivers in 2023, representing 30% of all traffic fatalities that year. Tragically, over 50% of them were within just 10 states.
- Who is the Project Roadblock campaign's target audience?
- Project Roadblock works to highlight the dangers of buzzed driving to young men ages 21-34, and subsequently motivate them to not drive after consuming alcohol.
- How do I get copies and access the public service announcements for the Project Roadblock campaign?
- Stations can request PSAs from TVB's website, by either creating an Ad Council login or using existing Extreme Reach credentials.
- How can I do more to support Project Roadblock?
- In addition to registering your station and airing Project Roadblock creative, you can amplify this important message through social media posting and supplemental PR work. See "resources and assets" section for more details.
Contact
If you have any questions, please reach out to Milan Genovese O'Malley, Campaign Director, at mgenovese@adcouncil.org. For questions related to specific media requests, you may also contact the Ad Council media team.
To register your station for Project Roadblock, please see the TVB website.
