Project Roadblock

👉 REGISTER NOW 👈 About PRB Download Creative sponsorship Participating Stations social media Talking Points fatalities by state Catalyst Award

About Project Roadblock

What is Project Roadblock?

Project Roadblock is a multiplatform drunk driving prevention campaign exclusive to local broadcast TV stations. It is the largest annual station-supported initiative of a single PSA campaign. Sponsored by TVB, the U.S. Department of Transportation’s National Highway Traffic Safety Administration (NHTSA), and the Ad Council, Project Roadblock highlights the dangers of drinking and driving, subsequently motivating men 21-34 years old to stop driving ‘buzzed.’

How to participate

Pledge your support by registering HERE
Download the spots via Extreme Reach
Air at least one spot between December 26-31

22 years of project roadblock

Now in its 22nd year, Project Roadblock continues to inspire change, create impact and save lives. It’s all thanks to the local broadcast TV industry for its tremendous support of this life-saving campaign, year after year, in every U.S. state! Local broadcast TV’s support of Project Roadblock proves its commitment to the safety of its communities while demonstrating broadcasters’ power to influence, persuade, and reach the public with vital messaging.

Even with these monumental efforts, there is still work to be done. There were over 12K fatalities due to alcohol impaired driving in 2023 – representing 30% of all traffic fatalities in the US for that year. On average, one alcohol-impaired-driving fatality occurred every 42 minutes in 2023. Your support of Project Roadblock raises awareness of this important issue, as we strive to put the brakes on drunk driving.

who can participate?

Every local broadcast TV station is encouraged to join Project Roadblock. You do NOT have to be a TVB member to participate. Support of Project Roadblock does not replace other PSA commitments.

flight and traffic instructions

Register your station(s), then download and air spots between December 26-31, one of the deadliest times of year to be on the road.

Target Men 21-34 years old by supporting the message noon to midnight.
Fill the 10pm New Year’s Eve slot with Project Roadblock PSA.

Download Creative

Drawing from recent research and strategy, PSAs from NHTSA and the Ad Council prompt young men ages 21-34 to take responsibility for their decision to get behind the wheel by reminding them of the devastating consequences of driving buzzed, and that buzzed driving is drunk driving

How to download project roadblock assets

Download Broadcast & Streaming Assets

Ad Council
Login with your Ad Council credentials here or easily create a new account in the top right-hand side of the page. For assistance, please reach out to Noel Sanchez, nsanchez@adcouncil.org and Milan Genovese O’Malley, mgenovese@adcouncil.org
Extreme Reach
Login to your Extreme Reach account here. After logging in, navigate to the PSA section to access this year’s Project Roadblock TV spots. For assistance, stations can contact Extreme Reach’s 24/7 customer service at 800-324-5672 or support@extremereach.com
Sponsorable TV PSAs
Interested in sponsorship? Learn more here. Sponsorable creative can only be requested through this link and cannot be secured through Extreme Reach or AdCouncil.org.
Online Video Streaming
For the first time, we are formally making streaming assets available as part of Project Roadblock. Click HERE to download tags in support of Project Roadblock online video creative.
- Please note: In order to run Ad Council’s tags, you will need access to an ad server, such as DoubleClick for Publishers. We are unable to provide direct access to digital creative assets at this time.
Download the full spot list with AD-IDs and expiration dates.

PROJECT ROADBLOCK 2025 CREATIVE PREVIEW

Sponsorship Opportunities

TV PSAs Available for Sponsorship | 2025

Sponsor your Project Roadblock schedule with a local advertiser to align their brand with the iconic “Buzzed Driving is Drunk Driving” message and save lives this holiday season. Sponsorship requests can be submitted here.

ad council sponsorable assets

:60s, :30s, :15s, and :10s video assets, are available for sponsorship in English and Spanish.

Sponsorship submitted request fulfillment

All TV sponsorship requests submitted will be fulfilled by 12/22. Please contact Noel Sanchez, nsanchez@adcouncil.org and Milan Genovese O’Malley, mgenovese@adcouncil.org if you have any questions on an already submitted request.

Please note Ad Council is closed from 12/24 through the end of year – queries after 12/23 will not be actively monitored, so please try to reach out with any questions by 12/19. Thank you for your interest in Project Roadblock!

Participating Stations | 2025

Thank you for your generous participation!

In the list below, click a column header to sort or on any record to view its registration info.

Social Media + Talking Points

Help save lives in your community by amplifying your station’s on-air and online Project Roadblock support on social! Leading up to Project Roadblock, spread awareness in the key holiday time frames of Halloween and the Wednesday before Thanksgiving. Also share your commitment to Project Roadblock during the December 26-31 time frame.

Access Social Media Toolkit to:

Make It Newsworthy – Incorporate Project Roadblock into your local news segments. Talking points available.
Post and Tweet – Use our pre-scripted content, or create your own. Social graphics available in English and Spanish.
Share – Embed our Project Roadblock PSAs and social graphics on your site and social channels.

View the Toolkit

Fatalities by State

In 2023 there were 12,429 fatalities in alcohol-impaired-driving crashes, totaling 30% of all traffic fatalities in the United States for that year.

According to NHTSA data, 54% of drunk driving fatalities occurred in 10 states in 2023. Stations in these states have an especially unique opportunity to drive impact in their communities.

Top 10 NHTSA 2023 Alcohol-Impaired Traffic Fatalities by State

Texas – 1,699
California – 1,355
Florida – 839
Ohio – 455
Georgia – 433
Arizona – 429
North Carolina – 415
South Carolina – 413
Illinois – 399
Tennessee – 371

2023 Alcohol-Impaired Traffic Fatality Sheet Download

Ad Council Catalyst Award 2025

Each year, the Ad Council honors a broadcast TV station group who went above and beyond in using their platform to inspire positive change, including excellent participation in local broadcast television’s anti-drunk driving initiative, Project Roadblock.

Coming Soon!