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The National Football League (NFL), TEAM Coalition, the U.S. Department of Transportation's National Highway Traffic Safety Administration (NHTSA), Mothers Against Drunk Driving (MADD) and the HERO Campaign are proud to offer this promotional communications planner in support of the Fans Don't Let Fans Drive Drunk message for Super Bowl XLV.
The creative elements include:
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The intent of this Super Bowl promotional communications planner is to provide NFL-approved earned media tools and marketing material templates you can distribute to fit your local needs and objectives while at the same time partnering with other states, communities and organizations all across the country.
This planner includes Social Norming - "Fans Don’t Let Fans Drive Drunk" - messaging and templates that you may choose from to communicate life-saving traffic safety messages timed with Super Bowl.
Fans Don't Let Fans Drive Drunk is the cornerstone of the Responsibility Has Its Rewards campaign for designated drivers. Responsibility Has Its Rewards is in its eighth season with the NFL, a partnership between the league and TEAM Coalition encouraging fans to participate in designated-driver programs sponsored by brewers, beer distributors, concession companies and other organizations.
This season, a record 170,000 NFL fans have made the responsible pledge to be the sober, designated driver and ensure a safe ride home from NFL games for their friends and family.
The Responsibility Has Its Rewards campaign also includes a sweepstakes. At the end of the regular season, each NFL team randomly selects one fan as the Designated Driver for the Season. The Designated Drivers for the Season for the two teams that compete in Super Bowl are the grand prize winners of the sweepstakes. Those lucky fans will attend Super Bowl XLV in North Texas on February 6, 2011. Another lucky Designated Driver for the Season will win a trip to the 2011 Pro Bowl. That randomly drawn winner will represent an NFL team not competing in Super Bowl. Click here to see the Designated Drivers for the Season for all 32 NFL teams.
Data has proven that significantly increased enforcement effort combined with aggressive marketing (such as the annual "Drunk Driving. Over the Limit. Under Arrest." national crackdown) can be most effective in achieving real results. However, we know this is difficult to sustain year-round. And promoting an enforcement message without any significant increase in enforcement presence runs the risk of ringing hollow with the public and the media. That is why we hope you will utilize these social norming tools around Super Bowl.
Please distribute the materials in this planner in a way that best fits your local situation and objectives.
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