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Mothers Against Drunk Driving (MADD) redefined social norms surrounding drunk driving by helping to lower alcohol-related traffic fatalities by more than 40 percent. In 2006, however, progress in the war against drunk driving had stalled. The public perceived the problem to be solved. To re-energize the movement, MADD needed to put drunk driving back on the map as a serious public health threat. They turned to GMMB.
GMMB's goal was to rekindle the movement against drunk driving by increasing awareness of the ongoing threat and positioning MADD as not only working to fight drunk driving, but to ultimately end it. GMMB worked with MADD to develop and launch the Campaign to Eliminate Drunk Driving, focusing on proven tactics like the passage of laws requiring ignition interlocks for all convicted drunk drivers, stepped-up enforcement of drunk driving laws and development of advanced technology to literally stop drunk drivers from ever starting a vehicle. Following the launch, GMMB supported the enforcement aspect of the campaign’s mission by working with MADD and the National Highway Traffic Safety Administration on biannual drunk driving crackdowns and providing media support to alert the public to the enforcement efforts. GMMB worked with MADD to pass state level anti-drunk driving legislation with a specific emphasis on alcohol ignition interlock laws for all convicted drunk drivers. Additionally, GMMB supported MADD affiliates to incorporate the campaign’s messaging and provide technical support for their own media and legislative outreach.
Coverage reached more than 102 million people via print media, radio and TV, and favorable interlock legislation was passed in 23 states. Related deaths have been cut nearly in half from when MADD was founded 30 years ago, and by almost 20 percent four years after the Campaign to Eliminate Drunk Driving began, resulting in nearly 300,000 lives saved.