Participating stations will exclusively debut a new TV spot, created pro bono by media and creative agency OMD and production company HYFN, which features a young man identifying one of his buzzed warning signs and making the decision to take a ride share home instead of driving. Telemundo Tribune Media Company Univision Communications and Weigel Broadcasting have pledged full support from their stations. Hearst Television ION Media Networks Liberman Broadcasting NBC Nexstar Media Group, Inc. Broadcast groups ABC CBS Cox Media Entravision Communications Corporation Graham Media Gray Television, Inc. Over 1,000 local broadcast TV stations from all 50 states have already pledged their support for Project Roadblock 2018. "Proudly participating in Project Roadblock since its inception 15 years ago, local broadcasters have increased awareness of this critical initiative and helped make roads safer across the United States during the holidays." "Local broadcast TV stations strive to provide integral news and lifesaving information to their communities every day," said Steve Lanzano, President and CEO of TVB. In recognition of Project Roadblock's fifteenth anniversary, the Ad Council and TVB are conducting additional outreach to TV stations in the 15 states that accounted for nearly two-thirds (65%) of all alcohol-impaired driving fatalities in 2017: Texas, California, Florida, North Carolina, Georgia, Illinois, Ohio, Pennsylvania, South Carolina, Michigan, New York, Arizona, Alabama, Missouri and Tennessee. "For 15 years, Project Roadblock has been spreading the message through donated airtime on TV stations across the country that Buzzed Driving is Drunk Driving, helping us ensure Americans have a safe season on the roads." "The holiday season should be one of the happiest times of the year, but when drinking and driving mix, it turns into one of the deadliest ones," said NHTSA Deputy Administrator Heidi King. "We're so proud to celebrate 15 years of Project Roadblock and keeping our communities and roads safe during the holidays." "The dedication local broadcast TV stations show to this lifesaving message every year is truly remarkable," said Lisa Sherman, President and CEO of the Ad Council. To date, local broadcast TV stations across the nation have donated over $66 million in media to support this effort, including $7.9 million in 2017 alone. Since 2004, local broadcast TV stations have participated in Project Roadblock by airing Buzzed Driving Prevention PSAs between December 26 and 31, including a simultaneous airing on New Year's Eve at 10 p.m. Experience the interactive Multichannel News Release here:
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