NIAAA on the Road: Delivering a Message on Risky Drinking and Summer Safety
Last summer, NIAAA embarked on an extensive outreach campaign to highlight the harmfulness of risky drinking and to promote summer safety. In July and early August, NIAAA ran a series of outdoor billboard ads in select locations across the Mid-Atlantic region. These billboards carried the themes, and matched the colorful graphics, of the Institute’s summer safety fact sheets, which have been widely distributed.
The campaign called for strategic clusters of billboard ads along the popular roadways leading to Delaware and Maryland beaches, along Interstate 495 in Delaware, and on buses and in Metro stations in the tourist areas of Metropolitan Washington, D.C. An aerial billboard carried the message from Ocean City to Rehoboth Beach and an animated 15-second version of the summer safety message was displayed on the CBS Times Square/David Letterman billboard in New York City. NIAAA will use the information obtained from audience metrics and other data to inform future decisions about this type of outreach.
NIAAA’s Summer Safety Fact Sheet
NIAAA developed a new fact sheet, “Don't Let Alcohol Put a Chill on Your Summer Fun,” as part of the Institute’s seasonal outreach series.
The summer safety fact sheet was developed with input from the U.S. Coast Guard and National Association of State Boating Law Administrators, and focused on the dangers of risky drinking when combined with water recreation and other summer activities.
The fact sheet was released to national media through PR Newswire on May 22 and June 25, 2012, prior to both the Memorial Day and Independence Day holiday periods. It also was sent to reporters who have expressed interest in receiving information related to water sports/boating and health. Together, these efforts generated more than 375 clips on online media outlets, including Yahoo!, the Boston Globe, and the Sacramento Bee, as well as business journals, industry publications, and network television affiliates of FOX, NBC, CBS, and ABC, reaching a total audience of more than 120 million. In addition, the fact sheet graphic appeared on the Reuters Times Square and PR Newswire Las Vegas Fashion Show Mall billboards.
For more information or to download: http://pubs.niaaa.nih.gov/publications/SummerSafety/NIAAA_SummerSafetyFactSheet.pdf