Project Roadblock

Project Roadblock is a multiplatform drunk driving prevention campaign exclusive to local broadcast television stations and 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 highlights the dangers of drinking and driving and subsequently motivates men 21-34 years-old to stop driving ‘buzzed.’

For over 20 years, Project Roadblock has proven its ability to inspire change, create impact, and save lives. However, even with this monumental effort, there is still work to be done. In 2024, there were nearly 12,000 fatalities involving alcohol-impaired driving, or roughly one fatality every 44 minutes. Your support of Project Roadblock raises awareness on this important issue, as we strive to put the brakes on drunk driving. With your help this upcoming December, the road to safety continues.

It's important to support Project Roadblock during the December 26 - 31 period, which is historically one of the most dangerous times to be on the road. Get ahead of the curve by downloading and slotting these PSAs into these dates!

Steps to join this year

1. Register your station's support

2. Donate on-air, streaming**, and social media inventory.

3. Air spots during the December 26-31 period in support of Project Roadblock.

**Selecting assets in the streaming link or on the online video page will download a standard Excel file with video tags that feature embedded creative. To run Ad Council's tags, you will need access to an ad server, such as DoubleClick for Publishers. We are unable to provide direct access to digital creative assets at this time. Your ad operations team should know how to use these tags to run the online video ads, but if you have specific questions, feel free to respond to our delivery email.

Explore the campaign toolkit.

Interested in sponsorship?

Sponsorable creative can only be secured through this form. It can not be requested or downloaded through the tabs below.

For assistance, please reach out to Alex Beyerlein, abeyerlein@adcouncil.org and Milan Genovese O’Malley, mgenovese@adcouncil.org. Due to the winter holiday and Ad Council planned closures, queries related to Project Roadblock will not be actively monitored after EOD on 12/21, through the New Year. Please plan accordingly.