Osocio NL

I’m not MADD about these ads

Posted by Tom Megginson | 7-03-2011 00:10 | Category: Road safety

Mothers Against Drunk Driving is one of the major forces in social marketing around the impaired driving issue. However, they have also gained a reputation as being somewhat extremist and emotional when it comes to their anti-alcohol stance (for example, in their insistence that the US drinking age of 21 is necessary and support of “zero tolerance” alcohol enforcement.

This latest campaign, though, is neither extreme nor emotional. It’s just, well…


I don’t know what to call it, honestly. It looks like student work in a way, creative that’s trying too hard to be clever and failing to deliver anything thought-provoking or new. “Oh, drinking and driving kills? Who knew that cocktail could lead to bloodshed.”

I’m sorry to be so sarcastic, but it is such a shame to see money and effort wasted on a campaign that will probably not make much of an impact. MADD would be better off putting their budget into research, to try to harvest an insight that could actually get through to the people who are most at-risk of casual or occasional drunk driving.

Plus, the concept has been done much better on more than one occasion.

Two more executions after the break.

Related MADD posts:
- Broken Teens
- Amy, Jenny, Jeff and Lisa
- Don’t make it a grad to forget



Mothers Against Drunk Driving
Blake Hadley (AD)
Creative Advertisements from NGO


Comments about I'm not MADD about these ads

What strikes me as odd about MADD is that they still seem to be stuck in the Awareness stage of social marketing, when they should have moved beyond it in, say, the late 80s.

Posted by Casey Tourangeau | 7-03-2011 17:05

My comment


Your comment will not be visible until a moderator approves it.

Some rights reserved 2005-2013 Osocio/Houtlust.
Disclaimer. Terms of use. Privacy statement.

Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License.

Support us

Do you like our blog? Support us with a donation.
We're non-commercial. We all make Osocio pro bono in our spare time and we can use some support.

image of a graduation cap

Recent in Academy

Branding a time-bound campaign, Forest & Bird did it.

It’s not new but it is not often used: branding for a time-bound campaign. The kind of branding used for temporary purpose. Forest & Bird did it recently for their Love Nature: Vote 2014 campaign. New Zealand’s largest independent conservation organisation wanted nature back on the political agenda. The future…
Read more

Can fundraising marketers recreate the #icebucketchallenge?

Yesterday, it finally happened. Somebody challenged me to the Ice Bucket Challenge for ALS. If your internet connection has been broken all summer, it’s this year’s big meme. You can read about it here. To be honest, I felt that the movement had passed its high-water mark when I saw…
Read more

About Osocio

Osocio is dedicated to social advertising and non-profit campaigns. It’s the place where marketing and activism collide. Formerly known as the Houtlust Blog, Osocio is the central online hub for advertisers, ad agencies, grassroots, activists, social entrepreneurs, and good Samaritans from around the globe.
Read more

(the about page is also available in Bahasa Indonesia, Chinese 汉语/漢語, Deutsch, Español, Français, Italiano, Nihongo 日本語, Ivrit עברית, Filipino, Polski, Português, Russian Русский язык, Slovenčina, Suomi, Svenska and Türkçe)