Ad Council, Clear Channel Communities To Promote Safe Summer Driving
June 30, 2014 Untitled Document
The Ad Council and Clear Channel Communities, the community engagement brand of Clear Channel, are joining forces to launch Safe Summer Driving, a campaign designed to keep everyone safe on the roads this summer, in support of already existing campaigns with the National Highway Traffic Safety Administration (NHTSA). A new series of radio and online public service advertisements (PSAs) launched today in an effort to encourage drivers nationwide to make responsible choices that don’t endanger themselves or others. The PSAs and a new online destination, iHeartRadio.com/SummerDriving, emphasize the importance of distracted and buzzed driving prevention.
The Safe Summer Driving campaign will air nationally in donated airtime on all 840 Clear Channel Media and Entertainment radio stations in 150 markets during the next three weeks. Clear Channel Communities’ commitment includes airtime valued at $3.5 million for the PSAs and digital placement on station websites.
“Clear Channel is committed to helping radio listeners stay safe on the roads this summer. Through Safe Summer Driving, we hope to inspire our communities to drive responsibly this season,” said Jessica King, Director of Community Engagement for Clear Channel. “By partnering with The Ad Council, we can provide excellent resources for our listeners to prevent summer driving dangers.”
According to NHTSA, summer is the deadliest time of year to be on the road. Twenty-four years of NHTSA data reveal that nearly half of all deadly traffic accidents on the Fourth of July are the result of impaired driving. People who consume just a few drinks may not recognize that they are too impaired to drive, but buzzed driving can have the same devastating results as drunk driving.
Furthermore, statistics show that 25 percent of teens respond to a text message once or more every time they drive. Pleasant summer conditions can give drivers a false sense of security, which leads to speeding, as well as distracted, unbelted and/or impaired driving, all of which increase the likelihood of a crash.
The new series of English radio spots, developed and produced pro bono by Merkley + Partners, and Clear Channel Media and Entertainment respectively, promote safe driving, and, inform listeners that summer is the most dangerous time of year to drive. The PSAs direct audiences to visit iHeartRadio.com/SummerDriving to find facts about the impact of distracted and buzzed driving, access tips for curbing these dangerous behaviors, and help spread the word by writing an open letter or taking a safe driving pledge.
“Clear Channel has been an exemplary media partner throughout our history, providing support for a number of critically important social issues,” said Peggy Conlon, president and CEO of the Ad Council. “We’re looking forward to extending our safe driving messages to help reduce buzzed and distracted driving, prevent injuries, and ultimately save lives this summer and throughout the year.”
Clear Channel Media & Entertainment has long led the industry in both the quantity and breadth of community service programs at the local, regional and national levels. It has been the largest single contributor of media time to the Ad Council for the past five years. The PSAs will air on stations including iconic brands such as Z100, 106.7 Lite FM, 103.5 KTU, Q104.3 and Power 105.1 in New York City, KFI AM 640 and KIIS FM in Los Angeles, WDAS in Philadelphia, V103 in Chicago, 700WLW in Cincinnati, 93.3 FLZ in Tampa and SUNNY 99.1 FM in Houston.