National Highway Traffic Safety Administration’s 2005 "You Drink and Drive, You Lose" (YDDYL) campaign

The Challenge:

• Motor vehicle crashes are the leading cause of death for Hispanics, ages 1 to 44.

• At highest risk are Hispanic children ages 5-12, who are 72 percent more likely to die in a motor vehicle crash than non-Hispanic children.

• Our challenge was to create an effective communications strategy to impact change. Traditional advertising and PSA’s were not enough. Our client needed a unique method of delivering an important and delicate message to the Hispanic audience.

Our Multimedia Campaign:

Hispanic Communications Network designed and executed an innovative programming integration strategy to reach national audiences of Hispanic men ages 18-34 via the combined power of radio and television:

• For the TV component of the campaign, HRN collaborated with television partner Telemundo on the production and placement of YDDYL messages in three TV units: storyline integration on prime time Spanish-language soap opera, short program production and placement on prime time soap opera, and short program placement on a daytime talk show.

• We integrated and produced YDDYL messages in HRN’s daily 60-second educational radio programs for distribution and broadcast on 220 affiliated radio stations nationwide.

Radio Clips*:

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• On our national immigration talk radio program, Bienvenidos a América, we featured a YDDYL-related interview and law feature, in addition to placement and broadcast of YDDYL 60-second radio programs during the program.

The Impact:

• Telemundo’s prime time Spanish-language soap opera achieved 1.3 million gross impressions among the target audience of males aged 18 to 34.

• HCN’s daily radio shows featuring the “You Drink & Drive. You Lose” message were distributed to 220 radio station across the country, reaching a cume audience of 5.2 million active listeners every week.

• Our live talk radio show, Bienvenidos a América reached 1 million active listeners every week.