The intent of this Holiday promotional planner is to provide you with some earned media tools and marketing
material templates you can tailor and 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 both Enforcement (Drunk Driving. Over the Limit. Under Arrest.) and Social Norming (Friends Don’t Let Friends Drive Drunk and Buzzed Driving is Drunk
Driving) messaging and templates that you may choose
from depending on whether or not you are planning to combine your promotion with an increased and highly-visible
enforcement effort during the Holiday season.
While a significantly increased enforcement effort combined with aggressive marketing (such as the annual Drunk
Driving. Over the Limit. Under Arrest national crackdown) can be most effective in achieving real results, we know
this is difficult to sustain year-round - and promoting an enforcement message without any significant increase in
enforcement presence runs the risk of ringing hollow with the public and the media.
Please select, tailor and distribute this planner in a way that best
fits your local situation and objectives.
Tips on Using this Promotional Planner
- Kwanzaa Planner Materials
Earned Media Materials
| Social Norming | ||
| News Release | ||
| Letter to the Editor | ||
| Op-Ed Article | ||
| Fact Sheet | ||
| Enforcement | ||
| News Release | ||
| Letter to the Editor | ||
| Op-Ed Article | ||
| Fact Sheet | ||
Creative Materials
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Social Norming
Mistletoe (Friends Message)
Using a holiday mistletoe theme, this poster/print advertisement tells readers that they won’t need to stand under
the mistletoe for affection if they volunteer to be a designated driver. Additionally, it encourages the viewer to
become personally involved in helping friends and family members act responsibly during the holiday season.
Placement of this creative would be most appropriate in restaurants, bars, retail establishments that sell alcohol
and publications targeting adult males.
Elves Don’t Let Elves Drive Drunk (Friends Message)
This poster/print advertisement depicts two of Santa’s elves helping a third elf that may have had too many
drinks. The double entendre headline reads “Sometime’s the little guy gets carried away”, warning of the
consequences of drinking too much and stressing the need for responsible transportation. Placement of this
creative would be most appropriate in restaurants, bars, retail establishments that sell alcohol and publications
targeting adult males.
Party Hat (Buzzed Message)
This poster/print advertisement depicts a hat wearing reveler toasting with his glass. The headline then asks the
reader which is sillier, the hat the drinker is wearing or possibly having the one extra drink that could impair
your driving ability. The tagline then pays off the ad with the words “one more may be one too many”. Placement of
this creative would be most appropriate in restaurants, bars, retail establishments that sell alcohol and
publications targeting adults.
Fruit Cake Looks Good (Buzzed Message)
This poster/print advertisement shows the often-mocked holiday fruit cake and tells the reader that if a fruit
cake starts to look appetizing, you’re probably too buzzed to drive. The tagline on this ad carries on the “Give
the gift of a lift this holiday season” that was begun in 2005. Placement of this creative would be most
appropriate in restaurants, bars, retail establishments that sell alcohol and publications targeting adults.
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Enforcement
Mom’s Fruit Cake (OTLUA Message)
This poster/print advertisement also depicts the often-mocked holiday fruit cake only this time it has a chisel
baked in, a reference to a jail escape. The headline reads ‘Good Ol’ Mom can’t get you out of this one” and the
tagline warns of spending the holidays in jail if you are caught driving drunk. Placement of this creative would
be most appropriate in restaurants, bars, retail establishments that sell alcohol and publications targeting adult
males.
Too Much Holiday Spirit (OTLUA Message)
This poster/print advertisement depicts a man wearing a reindeer hat as he is given a breathalyzer test. The
double entendre headline implies that a too much holiday “spirit” may get you in trouble. Placement of this
creative would be most appropriate in restaurants, bars, retail establishments that sell alcohol and publications
targeting adult males.
Workshop (OTLUA Message)
This poster/print advertisement depicts an elf being subjected to a field sobriety test. The headline on this
piece asks the reader to consider what will be said (friends, family, co-workers at the workshop) about them if
they’ve been arrested for impaired driving (and the consequences). Placement of this creative would be most
appropriate in restaurants, bars, retail establishments that sell alcohol and publications targeting adult males.
Ho-Ho-No! (OTLUA Message)
This poster/print advertisement depicts a man dressed in a Santa suit being placed into the rear of a police car.
The headline reinforces that no amount of good cheer will be able to save you from the consequences of impaired
driving. Placement of this creative would be most appropriate in restaurants, bars, retail establishments that
sell alcohol and publications targeting adult males.
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