More Bang for the Buck
The goal of the Checkpoint Strikeforce program is to deter drunk driving on Virginia’s highways with multiple random DUI checkpoints and tougher DUI laws. The challenge was to raise awareness of the program among the core target of Men 18-34 (70% of DUI offenders), begin a dialogue with Adult 30+ drivers, deter them from driving while under the influence, and save lives.
Using a mix of TV, cable, on-line and radio Washington Regional Area Police had seen tremendous rises in aided and unaided awareness and behavioral changes over its five year period.
- 63% of 21-35 year old Virginians were aware of increased law enforcement regarding drinking and driving - a 19% increase during the length of the campaign.
- 67% of 21-35 year old Virginians recognized the campaign "Checkpoint Strike force" by name - a whopping 17% increase in such awareness over the length of the campaign.
- 44% of 21-35 year old Virginians made sure to have a designated driver as a result of sobriety checkpoints - an 8% increase.
But this was WRAP’s fifth year of the program, and it was important to keep a high and enthusiastic interest level among the media partners in the program as well as continue to find ways to keep CPSF top-of-mind with the target audience. All of this had to be accomplished with a flat budget and the addition of two new markets.
Lewis Media Partners asked each station and on-line partner for ideas that would give the traditional buy new arms and legs for 2007, and made it a fun challenge for competing stations to find the “wow” factor for their value add idea. From this challenge came an impressive list of creative web features, on-site events and numerous news interviews. After a media audit was performed in early 2008, Checkpoint Strikeforce received an impressive 104% of their media budget in additional exposure through value added opportunities. The actual value of the bonus exposure total 4% more than the paid media.
