Local TV Hits the Airwaves to Stop Buzzed Driving This Holiday Season

Project Roadblock returns to local TV in time for the holidays

The Ad Council and TVB have launched the 22nd annual Project Roadblock, a coordinated public-safety push that will send short public service announcements across hundreds of local broadcast TV stations this holiday season. The campaign, timed to cover the busiest travel and party weeks, aims to cut down on ‘buzzed’ driving — the kind of impaired driving that can come from a few drinks but still leads to serious crashes. The effort involves federal and local partners and stretches beyond traditional TV spots to include social media and digital extensions where stations take part.

How this year’s campaign will reach viewers: stations, spots and timing

Project Roadblock centers on brief PSAs that stations can run during high-viewership moments — evening news, late-night programming and local sports broadcasts — when many viewers are planning holiday gatherings or traveling. TVB coordinates the logistics with local stations, offering multiple creative formats so each station can choose short-form 15- and 30-second spots, longer :60 and :90 cutdowns, and social-ready clips for Facebook, Instagram and streaming platforms.

The campaign is run in partnership with the National Highway Traffic Safety Administration (NHTSA) and other groups focused on highway safety. Participating stations agree to run the ads at no charge as a public service. Beyond the on-air buys, the program supplies digital assets, suggested social copy, and local-ready messaging so stations can tailor outreach to their audiences. That local angle is key: stations often tie the PSAs to community events, law-enforcement checkpoints, and ride-program listings to make the message immediately useful.

Why the campaign matters: holiday crash risks and the broader picture

Holidays have long been a risky time on American roads. More gatherings and more late-night travel mean more chances for people to drive after drinking. Public health agencies point out that the danger isn’t just from extreme intoxication: even a small amount of alcohol can slow reaction times and cloud judgment, and those effects are part of the ‘buzzed’ driving problem the campaign targets.

Officials say alcohol-related crashes remain a persistent share of fatal crashes across the country, and that traffic deaths often spike during holiday periods. Project Roadblock aims to interrupt that pattern by reminding viewers before they get behind the wheel. The campaign also tries to shift culture: when more people expect sober rides and plan ahead, driving decisions change at scale.

Voices behind the effort: what organizers and local leaders are saying

An Ad Council spokesperson framed the program simply: “The holidays are a time of celebration, but they also bring real risk on our roads. Project Roadblock makes it easier for stations to remind viewers to plan a safe ride home.”

A representative from NHTSA added that prevention is a shared job: “Law enforcement, broadcasters and neighborhoods each play a role. Timely reminders from trusted local stations can change choices in the moment when they matter most.”

TVB highlighted the scale and speed of the effort. “Local broadcasters know their audiences, and they step up every year to run these vital messages during peak viewing times,” a TVB official said. One local station general manager noted how the campaign ties into community work: “We run the spots and pair them with local events and resources so people hear the same message on TV, online and in town. That consistency helps.”

How viewers and communities can cut the risk this season

The campaign gives clear, practical advice aimed at the moments before someone decides to drive: plan a sober ride in advance, nominate a designated driver, book a ride-hailing service, or stagger party times so key drivers are fresh and sober. Hosts can reduce pressure to drink by offering appealing nonalcoholic drinks and making transportation plans part of the invitation.

Local stations and community groups can amplify the message by running the supplied PSAs, posting the digital clips on social channels, and partnering with law enforcement and ride programs for amplified outreach. Small steps — announcing sober-ride resources on air, promoting a designated-driver pledge at a community event, or highlighting local safe-ride numbers — can add up to fewer crashes.

Project Roadblock is built on the idea that a simple, timely reminder from a familiar local voice can tip someone’s choice away from a risky drive. With the holiday season now in full swing, those reminders will be rolling across screens in towns and cities nationwide.

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