NHTSA developed a new campaign to support the Click It or Ticket seat belt enforcement effort. In developing the 2012 campaign, NHTSA held four (4) focus groups in each of two (2) cities - Kansas City and Seattle - to assess participant response on TV commercial concepts.
Creative concept: "Bobbleheads"
Creative concept: "Dinged"
Creative concept: "Fake-a-Rooney"
Creative concept: "It's Beginning"
NHTSA launched the new impaired driving campaign Drive Sober or Get Pulled Over to support the ongoing high visibility enforcement (HVE) efforts. In developing the campaign, NHTSA held focus groups in Oklahoma City last year to assess participants views on TV commercial ideas and taglines to support the new campaign. The findings were as follows:
Drunk Driving Topline Report (April 2011)
Combined Messaging Topline Report (August 2011)
Oklahoma City Focus Groups - Day 1
Oklahoma City Focus Groups - Day 2
NHTSA and the Ad Council conducted eight (8) focus groups in two (2) cities in order to gain understanding of the most contemporary and motivating messages to prevent "Buzzed" driving amongst drivers, ages 21-34. Below is the final report of why, when, and how the consumer research was conducted and what the results were based on analyses of the raw data.