DUI Ad Campaigns Now Targeting Demographic Groups

Many people remember the catchy Ad Council Campaign “Friends Don’t let Friends Drive Drunk.” The message was very successful throughout the 1990’s at reducing the number of DUI's. Despite the initial success of this campaign, there has been an alarming increase in the number of DUI's over the past 10 years. This trend is especially apparent among two key demographics, young men and female drivers of all ages.

Our office previously covered the rapid rise in the number of DUI arrests among women in our September, 2009 blog article: More Women Being Arrested for DUI. While no campaigns have yet been targeted specifically to women, the Ad Council has taken the first step in attempting to capture the attention of a specific demographic audience. This public service organization, along with the National highway Traffic Safety Association have created a new campaign aimed primarily at young men. The promotional message trades on contemporary lingo conveying that “Buzzed Driving is Drunk Driving.”

The purpose behind the new campaign is to combat the growing perception among young drinkers that only people who are very intoxicated meet the statutory definition of DUI. The campaign’s goal is to inform the public that feeling "buzzed" from just a couple of drinks could very well equate to the dangers associated with a DUI. The ad campaign is attempting to reinforce the salient fact that you do not have to be “drunk” to be convicted of a DUI. Just impaired.

The group is also using a number of new media resources to forward the campaign’s message. The organizers have harnessed the power of Facebook and Twitter as well as creative television commercials. A Google search reveals a large number of independent blogs are also carrying the campaign's message to their respective audiences. (Both praising and criticizing the message). The campaign has also tapped the popularity and enormous exposure gained by its presence on YouTube, as well as other video hosting sites.

The "buzzed" campaign seems to have prompted competition from other public service groups. A Washington State campaign uses the slogan “Drive Hammered, Get Nailed,” which some critics say creates the wrong message that only drinking to an extreme excess will put you at risk for arrest.

Have you been arrested and charged with a DUI or another criminal offense? If so, call us for a free consultation at (727) 578-0303.

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Russo & Russo attorneys represent clients charged DUI arising out of St. Petersburg, Clearwater and other areas of Pinellas County.

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