Because drunk driving and underage drinking statistics have declined steadily for almost two decades, according to independent federal research, Anheuser-Busch announced today it will nearly triple its investment in efforts to combat alcohol abuse. Rather than declare victory and stop, it s time to recognize what works and do more. According to the U.S. Department of Transportation, drunk driving fatalities are at their lowest levels since the government began tracking in 1982. Substance Abuse and Mental Health Services Administration. The tone of the campaign relies on positive reinforcement of good behavior rather than focusing on the negative consequences of bad behavior.
Effective advertising reminds people of their choices.
Shrouded by long bangs and shoulder-length hair, she never makes eye contact with the clerk. The customer flips back her hair, produces her ID, and grins when the embarrassed clerk discovers she s 35. The ad concludes by reminding clerks that when they ask for ID, the worst that can happen is that they might just make a 35 year old s day. Each driver lightheartedly complains about how he gets no respect from his fares. Ads will appear in national prime time network and cable programs and in sports programming.