Mothers Against Drunk Driving (MADD)®
The Challenge
To raise awareness of the fact that DWI arrests are rising for people in their 30s and 40s. To kick off a billboard campaign, (48 Reasons Not to Drink and Drive), which was aimed at decreasing incidences of drinking and driving over Labor Day weekend.
Event Strategies
Three public service announcements (PSAs) were created about not drinking and driving. The PSAs were recorded by children whose lives had been affected in someway by drunk driving. A press conference was then arranged at the billboard site. The billboard was a photo of a school bus with the tagline, "48 Reasons Not to Drink and Drive." Forty eight school children (the bus capacity) appeared at the press conference for visual impact. The same children who recorded the PSAs also spoke at the press conference. We knew kids would help draw the media, and the press conference was held close to Labor Day weekend, so local stations could tie it into the upcoming holiday as well as the start of a new school year.
Event Results
The press conference and PSA campaign was a success. Twenty one local media placements were secured, including all four local TV affiliates and several print placements. Several local radio stations ran the PSAs that week as well.
To honor employees at the client's annual recognition banquet, Mid-America Events & Expos, a sister company of Media Relations, used the event's unique location to develop a Hollywood-themed evening that gave each honoree star status. The event included a dinner, entertainment and take-home gifts. The client and all attendees were treated to a glamorous event that was a fun-filled success.
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To find a way to turn an open house for Media Relations' new office location into an opportunity to strengthen relationships with clients and prospects. Media Relations moved to the new office space during the last week of 1999 and wanted to capitalize on the excitement of the New Millennium by hosting an Open House/Millennium Party on December 28, 1999.
To increase exposure for sister company Media Relations, Inc. to prospective clients. To increase Media Relations' client base by educating prospects about how publicity can help grow their businesses.
To raise awareness of the fact that DWI arrests are rising for people in their 30s and 40s. To kick off a billboard campaign, (48 Reasons Not to Drink and Drive), which was aimed at decreasing incidences of drinking and driving over Labor Day weekend.
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