Checkpoint Strikeforce (2002 - Present)
UPDATE 2008! 133% Value Added (better than buy 1 get 1 free in total spot exposures)
VBS has partnered with the Washington Regional Alcohol Program for the past seven years. We have designed and implemented extensive, large budget, statewide radio/television/cable advertising programs that have helped prevent, deter and reduce the incidence of drunk driving in Virginia. VBS raised the awareness level of sobriety checkpoints, helping to build community support and save lives. In addition, VBS implemented a Hispanic Radio campaign by utilizing Spanish-speaking stations and translated versions of the message. Plus, we have always included stations to efficiently reach the state’s population of African Americans by targeting media stations that produce results with that group.
- Checkpoint Strikeforce is a sobriety checkpoint program targeting young males 18-34 years old with the ultimate goal of removing drunk-drivers from our roads and saving lives!
- In every year (2002, 2003, 2004, 2005, 2006, 2007 and 2008), VBS produced better than 1 for 1 spots and value, beyond the amount of media purchased.
- In 2007 - the VBS Checkpoint Strikeforce media buy produced over 111% or $817,000 dollars of value above and beyond the paid spot budget.
- Our stations teamed with WRAP and Virginia Law Enforcement to provide interviews, bonus spots, sponsorships, giveaways and web-site linkages. Additional exposure on sister stations extended reach of this program into other demographic areas, which increased public awareness.
- An independent research company was hired to conduct surveys before and after each campaign. It was confirmed that significant POSITIVE BEHAVIOR CHANGE occurred among both the young male “primary” audience and also among all adult Virginians.
> At the end of the 2007 campaign, perception of the likelihood of facing specific “jail time or other severe consequences” among the target audience increased by 30%.
> Awareness of Checkpoint Strikeforce by name, specifically, increased by double digits (up 18%)
> Use of designated drivers (the single largest, tracked behavioral change) increased by double-digit margins (up 38%) |
VBS also has earned a SOLE-SOURCE contract with a high profile Virginia Government Agency that has been in effect for over 5-years. We also regularly work on projects for state entities when they have a need to communicate with Virginians.
VBS HAS EXTENSIVE EXPERIENCE REACHING A WIDE VARIETY OF DEMOGRAHIC GROUPS IN VIRGINIA – PLUS A TRACK RECORD OF DELIVERING MAXIMUM MEDIA VALUE AND POSITIVE RESULTS!
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