on Impaired driving
NEW STATEWIDE ANTI-DRUNK DRIVING CAMPAIGN AIMS TO SHIFT CULTURE
CHEYENNE, Wyo. (September 16, 2013) -- The Governor’s Council on Impaired Driving announced today that it has launched the second phase of a statewide campaign aimed at creating a cultural shift to reduce drunk driving-related fatalities, and injuries throughout Wyoming. The Council was created by Executive Order on September 16, 2011, 10 years after eight members of the University of Wyoming cross country team were killed by a drunk driver. In addition to developing statewide awareness, educational programs, and helping enact legislative changes, the Council works closely with law enforcement throughout the state on increased and focused DUI enforcement.
The Council will launch its newest multimedia campaign September 16 with 30-second radio and TV ads, as well as half-page print ads directly referencing the tragedy of the 8 UW athletes. Voices poignantly remind us of the young student athletes who died: Cody Brown, 21, Laramie, Wyoming; Kyle Johnson, 20, Riverton, Wyoming; Joshua Jones, 22, Cambridge, Nebraska;Justin Lambert-Belanger, 20, Timmons, Ontario; Morgan McLeland, 21, Gillette, Wyoming; Kevin Salverson, 19, Cheyenne, Wyoming; Nicholas Schabron, 20, Laramie, Wyoming; and Shane Shatto, 19, Douglas, Wyoming. Their message to us is, “Drunk driving kills; Stop driving drunk.”
“This is a powerful ad that delivers a powerful message. It is the right approach because we have to change the culture in Wyoming. More than 600 people have died in this state as a result of drunk driving since we lost these eight young men,” Governor Matt Mead said. “I thank the families of these eight student athletes and the Council for supporting this media campaign. I join them in saying, ‘We cannot tolerate drunk driving any longer – it kills. It must stop.’”
To gauge the campaign’s effectiveness, the Council will measure attitude changes, DUI-related crashes and DUI-related injuries.
“Deterring drinking and driving requires brutal honesty,” said Mike Blonigen, Natrona County District Attorney and co-chair of the Governor’s Council. “Our first campaign made it personal to the offender. This campaign takes aim at long-standing social norms to create an environment where driving under the influence is simply no longer socially acceptable, under any circumstances.” The Governor’s Council on Impaired Driving launched the first phase of its ad campaign in May, which broughtto life the severe personal consequences of driving while drunk.
Throughout the last 12 years, an average of 50 people per year have died in Wyoming as a result of drunk driving. So far this year, nine people have died as a result of driving under the influence in Wyoming.
Co-chairs Sheridan Police Chief Rich Adriaens and Natrona County District Attorney Mike Blonigen lead the Governor’s Council on Impaired Driving. Nearly two dozen concerned citizens from law enforcement, the Judiciary, Tribal representatives and others concerned about the problem participate in this Council.
For more information and to download copies of Wyoming’s new media campaign, visit http://www.wygcid.org. Schools, community groups and individual citizens are invited to use and share the campaign to create real change in their own communities.
CLICK to view the "Frozen Time" video.
First Flight ran May 20 through the week of September 2
Second Flight ran in December through the end of February 14
33 billboards ran in the 7 highest risk counties:
Digital billboards placed in Cheyenne and Casper
Radio spots ran May 27 through February 2014 - Thursday to Sunday
Radio spots ran more heavily around the holidays - 4th of July, Labor Day, Halloween, New Year's Eve and Superbowl
Cowboy Network placed to run with statewide coverage on 32 stations - running with placement on news programming and rodeo report programming
5,120 times run on Cowboy Network stations
"You have Rights" (60 seconds)
"You have rights" (30 seconds)
This video aired on broadcast and cable TV for three weeks beginning on September 9, 2013. In addition, this video was shown on the University of Wyoming's "jumbotron" during UW's footbal game with Northern Colorado on September 14, 2013.
The video aired on NBC, CBS and Fox News Channel in Cheyenne
The video aired on NBC, CBS and ABC in Casper
The video aired on cable in the following communities: Cheyenne, Casper, Gillette, Riverton/Lander, Laramie, Sheridan, Rawlins, Jackson and Cody
Governor Matt Mead's press conference announcing a statewide anti-impaired driving campaign - May 20, 2013
GOVERNOR ANNOUNCES STATEWIDE ANTI-IMPAIRED DRIVING CAMPAIGN
Monday, May 20, 2013 at 10:30 a.m. in the Rotunda at the Capitol
CHEYENNE, Wyo. -- Governor Matt Mead announced today that the Governor’s Council on Impaired Driving is launching a statewide campaign to reduce drunk driving related fatalities and injuries in Wyoming. The Council was created by Executive Order on September 16, 2011 to work on ways to make Wyoming’s highways safer through educational programs, proposed legislative changes and partnering with law enforcement for increased focused patrols. The purpose of the new multimedia campaign is to save lives by encouraging people to make the decision not to drive when they are legally impaired by alcohol.
“The new multimedia campaign is hard hitting and specific to Wyoming,” said Governor Mead. “It will address the devastating emotional losses caused by drunk driving. The takeaway message will be clear: Don’t drive drunk.” The campaign stresses the individual, life-changing consequences of getting a DUI.
“Many of the accidents on our highways could have been prevented if people did not drink and drive. This media campaign is necessary to remind us of what too many Wyoming families know firsthand - there is a tremendous toll when you drive while impaired,” Governor Mead said. “I thank the members of the Impaired Driving Council for their work putting this together and for helping to save lives.”
The Governor’s Council on Impaired Driving will measure its success against benchmarks on an annual basis and make any necessary changes to the media approach. “Although Wyoming has made progress since the Governor’s Council was formed, the Cowboy State’s DUI fatalities are still significantly higher than the national average, when adjusted for population,” said Rich Adriaens, Sheridan Police Chief and Co-Chair of the Governor’s Council. “In 2012, Wyoming had 970 alcohol-related crashes – 391 of those resulted in injuries and 41 people died.”
The Governor’s Council on Impaired Driving is led by Co-Chairs Rich Adriaens and Mike Blonigen, Natrona County District Attorney. Nearly two dozen concerned citizens from law enforcement, the Judiciary, Tribal representatives and others concerned about the problem participate in this Council.
"The Wyoming Eight" -
This Public Service Announcement aired on 53 radio stations in Wyoming from September 9-20, 2013
Cheyenne: 4 stations, 226 spots
Casper: 4 stations, 156 spots
16 rural radio stations covering 13 counties, 840 spots
Cowboy Network: statewide coverage on 29 stations
Runs during the first period
Focuses on the summer months as those are the heaviest time for drunk driving in Wyoming
32 locations - each with 2 signs
Primarily placed in bar restrooms
70% of signs placed in men's restrooms - 30% in women's restrooms
Governor's Council Continues to Fight against Impaired Driving
August 14, 2014
CHEYENNE, Wyo. – Governor Matt Mead’s Council on Impaired Driving released
a new message intended to reduce impaired driving. This depicts a family struck by a drunk
driver. The new message is available online at http://youtu.be/Dju6NFrbzT0 .
"This ad is strong and depicts the senseless loss of lives in a way that strikes the heart. We need a culture where no one drives impaired," Governor Mead said. The Councilhas also continued the “Welcome to the DUI Life” campaign. These ads will appear in newspapers and on billboards. The Governor established the Council on Impaired Driving in 2011.
In 2013, 31 highway fatalities involved impaired drivers. That was the lowest number in several decades. So far in 2014, 26 highway fatalities have been alcohol related.
Concentrated effort on September 16, 2013 - or within a few days for weekly papers.
1/2 page, black and white ad will run in the following high-risk counites: Albany, Campbbell, Fremont, Laramie, Natrona, Sheridan and Sweetwater.
14 publications: Casper Star-Tribune, Dubois Frontier, Green River Star, Gillette News-Record, High Plains Sentinel, Lander Journal, Laramie Daily Boomerang, Pine Bluffs Post, Riverton Ranger, Rock Springs Rocket Miner, Sheridan Press, Shoshoni Pioneer, Wind River News, Wyoming Tribune-Eagle