NHTSA: July 4th Planner 2007

Tips on Using this Promotional Planner

The intent of this promotional planner is to provide you with marketing material, earned media tools and marketing ideas that 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 on this promotional program.

This planner includes messaging and templates that you may choose from to support your impaired driving initiatives surrounding the Fourth of July for both the Social Norming and Enforcement efforts. The marketing tools available to you can be used in several capacities and are built on the message platforms Buzzed Driving Is Drunk Driving (Social Norming) and Drunk Driving. Over the Limit. Under Arrest. (Enforcement). To support these platforms these materials also carry the taglines, "Don't let July 4th blow up in your face" for Social Norming (a reference to both fireworks and the possibility of arrest or crashes due to impaired driving), and “Make the Fourth a blast, not a bust”, for Enforcement (alluding to the possibility of being arrested for impaired driving).

Please select, tailor, and distribute this planner in a way that best fits your local situation and objectives

July 4th Planner in Spanish - Celebra con precaución el Día de la Independencia

Thought Starters for Promotional Activities

Earned Media Material

Social Norming: Buzzed Driving Is Drunk Driving.
News Release	MS Word document	PDF
Letter to the Editor	MS Word document	PDF
Op-Ed Article	MS Word document	PDF
Fact Sheet	MS Word document	PDF
Enforcement: Drunk Driving. Over the Limit. Under Arrest.
News Release	MS Word document	PDF
Letter to the Editor	MS Word document	PDF
Op-Ed Article	MS Word document	PDF
Fact Sheet	MS Word document	PDF

Creative Material

Fun in Your Underwear

This poster/print advertisement shows a man celebrating the Fourth of July by dancing in his underwear and waving his flag and top hat while the headline reads "Buzzed or Drunk? Sometimes it's hard to tell." The headline and imagery remind potential celebrators and party-goers that the line between buzzed and drunk/impaired is often blurred and that you don't have to be "hammered" or "trashed" to be too impaired to drive. Placement of this creative would be most appropriate in restaurants, bars, and retail establishments that sell alcohol and publications targeting adult males.

Preview [120 kb] JPEG (Press Ready) [20.3 MB] PDF (Press Ready) [26.5 MB]

T-Shirt

This poster/print advertisement depicts a Fourth of July T-shirt that reads "One man's buzzed is another man's wasted." The visual and text reinforce that tolerance and limitations are different for everyone and that you don't have to be falling down drunk to be too impaired to drive. Placement of this creative would be most appropriate in restaurants, bars, and retail establishments that sell alcohol and publications targeting adult males.

Preview [72 kb] JPEG (Press Ready) [14.5 MB] PDF (Press Ready) [17.6 MB]

Martini Fireworks

This poster/print advertisement shows a Martini with a lit fuse, like a Fourth of July firecracker, and communicates to viewers that just one more (or their last) drink could be the one that pushes them over the impaired driving threshold. It also serves to remind viewers to know their limits when it comes to responsible consumption. Placement of this creative would be most appropriate in upscale restaurants and nightclubs that sell alcohol and publications targeting adults at the upper end of our demographic.

Preview [44 kb] JPEG (Press Ready) [10.7 MB] PDF (Press Ready) [11.5 MB]

Margarita Fireworks

This poster/print advertisement shows a Margarita with a lit fuse, like a Fourth of July firecracker, and communicates to viewers that just one more (or their last) drink could be the one that pushes them over the impaired driving threshold. It also serves to remind viewers to know their limits when it comes to responsible consumption. Placement of this creative would be most appropriate in casual dining restaurants and bars that sell alcohol and publications targeting young adults.

Preview [44 kb] JPEG (Press Ready) [8.8 MB] PDF (Press Ready) [9.3 MB]

Beer Fireworks

This poster/print advertisement illustrates a beer can with a lit fuse, like a Fourth of July firecracker, and communicates to viewers that just one more (or their last) drink could be the one that pushes them over the impaired driving threshold. It also serves to remind viewers to know their limits when it comes to responsible consumption. Placement of this creative would be most appropriate in casual dining restaurants and bars that sell alcohol and publications targeting young adults.

Preview [60 kb] JPEG (Press Ready) [10.1 MB] PDF (Press Ready) [11.1 MB]

Wine Fireworks

This poster/print advertisement depicts a wine bottle with a lit fuse, like a Fourth of July firecracker, and communicates to viewers that just one more (or their last) drink could be the one that pushes them over the impaired driving threshold. It also serves to remind viewers to know their limits when it comes to responsible consumption. Placement of this creative would be most appropriate in upscale restaurants and nightclubs that sell alcohol and publications targeting adults at the upper end of our demographic.

Preview [44 kb] JPEG (Press Ready) [9.8 MB] PDF (Press Ready) [10.5 MB]

Just a Few - Male

This poster/print shows a gathering of male friends having more than a couple of drinks at a bar during the Fourth of July holiday with the headline reading, "It's only a Buzz". The copy then goes on to remind viewers that they shouldn't underestimate the fact that what they may perceive as "just a few" drinks could make them impaired drivers. Placement of this creative would be most appropriate in casual dining restaurants and bars that sell alcohol and publications targeting young adult males.

Preview [168 kb] JPEG (Press Ready) [29.9 MB] PDF (Press Ready) [39.2 MB]

Just a Few - Female

This poster/print shows a couple of female friends having more than a couple of drinks at a bar or club during the Fourth of July holiday with the headline reading, "It's only a Buzz". The copy then goes on to remind viewers that they shouldn't underestimate the fact that what they may perceive as "just a few" drinks could make them impaired drivers. Placement of this creative would be most appropriate in casual dining restaurants and bars that sell alcohol and publications targeting young adult females.

Preview [132 kb] JPEG (Press Ready) [25.1 MB] PDF (Press Ready) [33 MB]

Law Enforcement Material

Jail Poster 1: Yankee Doodle Dandy

This poster/print advertisement also depicts a male that has been booked for impaired driving and is posing for his mug shot. The headline reads, “Drive Drunk and you might end up someone’s Yankee Doodle Dandy”, alluding to the possibility of unwanted relations once you are locked up. Placement of this creative would be most appropriate in restaurants, bars, retail establishments that sell alcohol, restrooms at establishments where alcohol is served and publications targeting the general populace or adult males.

Preview [600 kb] JPEG (Press Ready) [4 MB]

Jail Poster 2: Pathetic

This poster/print advertisement depicts a female that has been booked for impaired driving and is posing for her mug shot. The headline reads, “Celebrating Independence Day in jail. It’d be funny if it weren’t so pathetic”. Placement of this creative would be most appropriate in restaurants, bars, retail establishments that sell alcohol, restrooms at establishments where alcohol is served and publications targeting the general populace or adult females.

Preview [600kb] JPEG (Press Ready) [12 MB]

Freedom in Cuffs?

This poster/print advertisement depicts a male being arrested by officers amidst Fourth of July fireworks festivities. The headline reads, “Don’t celebrate our nation’s freedom in hand cuffs”, referring to the implications of being arrested for impaired driving. The placement of this creative would be most appropriate in restaurants, bars, retail establishments that sell alcohol, restrooms at establishments where alcohol is served and publications targeting the general populace .

Preview [600 kb] JPEG (Press Ready) [125 MB]

Celebrate Freedom

This poster/print advertisement depicts a male with hands cuffed behind his back and the headline reads, “This is supposed to be the day you celebrate freedom, not lose it”, referring to the implications of being arrested for impaired driving and demonstrating the irony of losing one’s freedom on the day we celebrate independence. The placement of this creative would be most appropriate in restaurants, bars, retail establishments that sell alcohol, restrooms at establishments where alcohol is served and publications targeting the general populace .

Preview [600 kb] JPEG (Press Ready) [153 MB]

Celebrate Freedom

This poster/print advertisement also depicts a male with hands cuffed behind his back as he is being led into a police car. The headline reads, “Don’t celebrate our nation’s freedom in hand cuffs”, also referring to the implications of being arrested for impaired driving and demonstrating the irony of losing one’s freedom on the day we celebrate independence. The placement of this creative would be most appropriate in restaurants, bars, retail establishments that sell alcohol, restrooms at establishments where alcohol is served and publications targeting the general populace .

Preview [600 kb] JPEG (Press Ready) [56 MB]

Red, White and Busted

This straightforward poster/print advertisement shows a police light bar and the headline reads ” Red White and Busted”, alluding to the holiday and what will occur if you are caught driving while impaired. The placement of this creative would be most appropriate in restaurants, bars, retail establishments that sell alcohol, restrooms at establishments where alcohol is served and publications targeting the general populace .

Preview [400 kb] JPEG (Press Ready) [24 MB]

Coasters: POW!, BAM!, KA-BOOM!

These straightforward coasters depict various scenes that will be encountered by drivers if they should drive impaired this Fourth of July. Each coaster carries headline text referring to the sound of fireworks and the tagline “Make the Fourth a blast, not a bust”. Placement of this creative would be most appropriate in restaurants, bars and as giveaways in retail establishments that sell alcohol. Just click at the image for a better view.

| | | | | | | |