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National Association of Broadcasters

KJRH-TV Produces ’Don’t Drink and Drive’ Campaign

Topic: Distracted and Drunk Driving Prevention

Someone loses their life to drunk driving every 31 minutes, which is why KJRH-TV in Tulsa, Okla., took action to get a strong "Don’t Drink and Drive" message out to its viewers. To expand its yearly support of Project Roadblock, a nation-wide public service campaign to "Put the Brakes on Drunk Driving," the station created a powerful public service announcement (PSA) using regional statistics about alcohol- and drug-related accidents over the holidays. During the week leading up to New Year’s Eve, the station aired the message more than 60 times. The station ran companion news pieces regarding the dangers of drunk driving, safe driving tips and alternative transit options as well. The PSA received a 2008 Mothers Against Drunk Driving (MADD) Media Awareness Award in recognition of furthering MADD’s mission to stop drunk driving.

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