Appendix A: State Grant Activities
MADD Alaska had proposed to do three law enforcement recognition events. In order to get statewide media, all three events (in Anchorage, Juneau, and Fairbanks) occurred on August 29.
All three events had a very strong mix of attendees. For example, at the Anchorage event, attendees included local police, state troopers, regular and reserve military, the police chief, state trooper commander, public safety commissioner and deputy commissioner, and the mayor. Many were heard to remark how great it was that
After each event, a full-page ad was taken out in all three local newspapers to celebrate the officers and promote the upcoming crackdown. These ads used the NHTSA template ads with the officers’ names at bottom. Because of the events, earned media was carried in all three papers as well.
MADD Arizona proposed to do earned media for the crackdowns, advertising for the crackdowns, alcohol awareness programs in schools and at other gatherings, and a statewide law enforcement recognition dinner.
In terms of media coverage, MADD Arizona conducted several interviews, including some with Spanish language channels, regarding the crackdown. A billboard ad that was to promote the crackdowns had trouble in coordination among MADD, the Governor’s Office of Highway Safety, and ClearChannel. As a result, Governor’s Office of Highway Safety (GOHS) and MADD ran a general advertisement about enforcement not connected to the crackdowns through May. This is not being paid for out of grant funding, due to the lack of tie-in to the You Drink & Drive. You Lose . message. MADD has also been attending taskforce checkpoints, both during and outside of the crackdown period.
MADD sent out press releases, op-eds, and letters to the editor supporting the crackdowns.
For school outreach, MADD was able to reach over 17,000 students. The outreach efforts were conducted in 35 different schools, including American Indian nation schools.
The statewide law enforcement recognition dinner took place on May 13, 2005. While the implementation with the Governor’s Office of Highway Safety could have used significant improvement on MADD’s end and there were staffing situations within MADD that were addressed late in the process, the event itself went very well. Over 300 people were in attendance, including multiple members of the Governor’s cabinet. David Manning, Richard Fimbres, and Nick Ellinger joined together in presenting awards, making it a true GOHS/NHTSA/MADD collaborative event.
MADD Arkansas produced a car magnet for the law enforcement vehicles involved in the crackdown. They were going to have bumper stickers made, but after discussions, they went with a removable, transferable car magnet. The magnets were used on the vehicles to highlight the heightened enforcement period and were given to law enforcement for future You Drink & Drive. You Lose. efforts.
Volunteers also made phone calls to all agencies in the State asking if they were going to participate and if they needed any assistance. These recruitment efforts received a strong response, including getting additional participation and setting up opportunities for MADD Arkansas to assist with heighten enforcement efforts. They also did their annual law enforcement recognition awards (the “Blue Knight” awards), which are beloved by law enforcement.
The California Office of Traffic Safety requested that MADD use the grant funds to secure extra billboard advertising. MADD California did billboards in Office of Traffic Safety designated areas and they placed the ad on buses in the area. They also provided press releases to over 400 media outlets, and MADD California chapters did public awareness events in their areas about what law enforcement would do during the crackdown.
A billboard went up on Highway 29 at the border of Napa and Solano Counties in American Canyon, and forty-five 27”x85” signs were placed in Alameda, Sonoma, and Contra Costa counties. As the cost was slightly higher than budgeted, MADD California made up the excess out of local funds.
Additionally, a law enforcement recognition event was held (using local funds) on April 9, 2005. MADD’s Chief Executive Officer, Chuck Hurley, was there – an unexpected nice touch. He and MADD’s Board Chairwoman Cindy Roark addressed the audience. They also had remarks from Roderick Hickman, a cabinet officer of the governor’s office and Chris Murphy, director of the Office of Traffic Safety. A total of 90 award presentations were made.
Through a partnership with Office of Highway Safety, MADD Delaware was able to gain a working relationship with the State DUI coordinator and Community Information Officer. The DUI coordinator was able to assist with details like helping to coordinate volunteers and checkpoints locations, as well as suggestions on how best to support each checkpoint.
MADD Delaware worked with the communications officer and helped to coordinate the media buy and with the writing and distribution materials describing State participation in You Drink & Drive. You Lose . MADD also participated in the Office of Highway Safety’s “Checkpoint Strikeforce” kickoff event.
MADD Delaware held a pizza party (at the DUI coordinator’s recommendation) for each of the county task forces – about 25 officers per – and held an appreciation luncheon on December 27 th with over 40 law enforcement officers in attendance. Delaware’s Secretary for Public Safety spoke at the event and he gave the DUI Task Force kudos for their commitment to the crackdowns.
MADD Delaware volunteers also worked at as many checkpoints as possible and were very appreciative of the opportunity to help law enforcement. They distributed information about the enforcement efforts to individuals and coffee mugs to officers.
Media messages were also used. Over 200 30-second public service announcements ran on radio stations popular among 18- to 35-year-olds in the area.
On January 26, MADD Delaware was recognized by the Office of Highway Safety for its support of the crackdowns and special attention was paid in the media materials about the event that the efforts were made possible by the NHTSA grant.
Due to the hurricanes of 2004, many of the events in Florida were postponed or cancelled. MADD Florida did “Hands Across the Border” press conferences detailing Alabama, Georgia, and Florida’s commitments to stopping drunk driving. However, law enforcement was re-tasked to other activities. MADD Florida and the Office of Highway Safety looked at doing alternate events, but had difficulty coordinating. MADD Florida did produce a booklet of Florida DUI laws for prosecutors.
Part of the success of MADD Georgia is that they split up into teams to support the checkpoints. As a result, they were able to assist with many more checkpoints than they would have been able to if efforts were centralized.
MADD Georgia used NHTSA grant funds to send information out to all of the law enforcement agencies in Georgia asking them to participate in the crackdowns and in sustained enforcement and telling them that MADD volunteers would be available to assist and support the events. As a result, MADD volunteers were at many checkpoints. Ten thousand cards were printed discussing the costs of a drunk driving conviction and every one was distributed by MADD volunteers.
MADD Georgia also printed sticky notes for the law enforcement agencies, allowing the spotting officer to detail the violations s/he saw that merited further review to the officer down the line (e.g., occupant protection, insurance, licenses, etc). DUI was separate and thus not on the note. These were so well received that MADD Georgia will probably continue these even absent grant funding.
They also provided meals to law enforcement officers. Volunteers talked to officers about the importance of the jobs they were doing.
MADD Georgia hosted a law enforcement awards banquet at the Georgia Public Safety Training Center. MADD Georgia also participated in a number of media activities and put on other events, including mock crashes, during the crackdown time.
Following each of the checkpoints, MADD Georgia wrote letters to the chiefs commending the officers who organized the checkpoints. These letters were submitted for their personnel files. These letters also solicited applications for the law enforcement awards and publicized the luncheons. Postcards were sent about the events to every chief in the State. Special auto decals were given to the top three agencies (50 per agency) publicizing that that agency had done an exemplary job of DUI enforcement. Each individual officer who received an award received a plaque and a pin for his/her uniform – 53 such awards were given. A number of smaller awards were also given. Additionally, press releases went out to that person’s local newspaper.
After securing participation from Office of Highway Safety, MADD Indiana began to recruit agency participation by sending letters and meeting with the agencies. Agencies in all corners of the State heard from MADD, urging action during the crackdown period.
MADD supported many checkpoints in the State with volunteer attendance and participation. MADD also participated in several media events, including
The Indiana Office of Highway Safety asked MADD if they could use the grant funds to host a recognition event for law enforcement to reenergize the State’s crackdown efforts. The Office of Highway Safety set the times and MADD executed the events. MADD Indiana wanted show support for all the officers have done during the crackdowns and the positive effect they have. These four events went very well.
MADD Massachusetts set out to get more participation from law enforcement in the State. They conducted roll call briefings at agencies around the State as well as supporting the activities as they occurred.
The law enforcement recognition breakfast, which was the main thrust of the efforts, occurred on January 25, 2005. There was a strong press contingent at the event, as well as some legislators (who had been invited when there was an award recipient in their district). Ted Minall gave the keynote address and the superintendent of the Massachusetts State Police also spoke. Uniform pins were also given out. They created an application so that officers could be nominated by MADD chapters and other stakeholders in the area. As a result, there were strong press mentions of the law enforcement officers who won.
MADD Minnesota worked with the Department of Public Safety (DPS) to target 13 at-risk counties with radio ads. These ads were produced with DPS to complement other ads the State was using. Over 500 30-second ads were run during the crackdown period. Radio stations matched the paid ads with an equal number of bonus spot runs of the ads, so MADD Minnesota was able to double the ad money.
MADD was then going to support crackdown events and inform the public of the efforts the State was doing to combat drunk driving. This was to be a viral e-mail campaign with animation to peak interest. The ad was designed and sent to a production company to create, but problems with the production company led to the animation not being produced. A newspaper ad was created at the last minute and the viral campaign was replaced by phone calls and meetings with media. The production company will try to conduct the animation for later crackdowns, but they were unable to satisfy the timeline and did not inform MADD Minnesota until it was too late for alternative plans.
The phone calls and meetings with media bore fruit. This media advocacy resulted in a number of highly visible placements for crackdown-related earned media. Additionally, the newspaper ad also helped raise awareness of the crackdown.
MADD volunteers also participated in the crackdowns, handing out materials on the costs of drunk driving.
A taskforce on impaired driving was created to get all agencies in the State coordinated. Some of the agencies have good participation and some do not; MADD worked with the areas that did not have good participation in efforts to boost that participation.
To promote public awareness, MADD Mississippi purchased a “roving” billboard – a billboard that can be pulled behind a vehicle on a trailer – that would drive in urban areas to promote the crackdown message. This billboard would reach different areas and as it was not static, it would reach a larger audience.
The recognition event occurred on December 16, 2005. Officers were given pins and awards. The awards were Preliminary Breath Test devices for the officers and their agencies. The PBT awards went to officers with high conviction rates. Mississippi has a problem with officers not showing up for court, and DUI cases are being dismissed. By showing support for those who followed through with the whole process, Mississippi hoped to encourage more officers to do the same. Additional PBTs were given out as random door prizes to encourage attendance at the recognition event. A press release was also issued to promote the event.
MADD Missouri coordinated with the Missouri Divi-sion of Highway Safety to put together a high frequency TV and radio campaign in the top 13 counties for
Many agencies in Nebraska have not participated in checkpoints because of the logistics involved. MADD Nebraska sent letters to the agencies asking them to participate, and it provided them with the State laws and information on how to organize legal checkpoints. MADD Nebraska worked to inform law enforcement of the benefit of checkpoints, and it published op/eds in papers around Nebraska to inform the public.
Agencies that had not participated before conducted checkpoints and will continue to do them. There have been some conversions of key law enforcement leaders by MADD and they have begun to evangelize the sobriety checkpoint message.
They also posted billboards in areas that the highway safety office suggested as target regions (the four counties with the highest numbers of alcohol-related fatalities). These billboards supported not only checkpoints, but also the other crackdown efforts conducted through saturation patrols. MADD also worked to publicize the crackdown through other means, including scheduling the Attorney General to conduct a press release on the crackdown and organizing a press conference. MADD also did three public awareness days to promote the crackdown.
The law enforcement agencies in New Mexico have been steady participants in the past, so MADD New Mexico wanted to reenergize them and get those who have not participated before to participant. To reenergize, MADD New Mexico held a recognition event to thank law enforcement officers for their participation after the New Year checkpoints (so that the awards were for participation during the crackdown as well as broader efforts). To get those to participate who have not, they sent letters to all of the law enforcement agencies who had not participated in the past.
In order to publicize the checkpoints, MADD New Mexico conducted kickoff press conferences around the State. They placed billboards that warned motorists that law enforcement would be out in force. They conducted these in English and Spanish. They also printed information brochures, in English and Spanish, to hand out at the checkpoints. Spanish outreach was critical in heavily Hispanic-populated New Mexico.
The crackdowns had trouble in New York because the Republican convention was in New York City and that took a lot of the media focus. Because the media focus was elsewhere, MADD New York looked for other ways of reaching audiences. One of those was placing the ads in movie theaters on the screen ads. Billboards were
In order to recruit agencies, MADD New York sent letters to law enforcement and asked for their involvement. They also produced flyers promoting the crackdowns and the recognition luncheon (to provide another enticement).
MADD New York purchased 10 Alco-Sensors to have as raffle giveaways. Agencies needed to return their reports to the Department of Criminal Justice to be eligible (so that participation could be judged). In November, MADD New York held its “Top Cops” recognition luncheon. A victim came to speak to the attendees to thank them and remind them why they do what they do.
MADD Ohio held eight press events around Ohio to kick off You Drink & Drive. You Lose . Each press event had MADD representatives, Safe Communities representatives, and county DUI taskforces. They presented PBTs to local law enforcement agencies participating in the area of the press conferences. The media was notified and strong results were achieved. MADD Ohio also released the results of the campaign to the media around the State as a way of getting long-term buy-in for enhanced enforcement efforts. They also wrote letters to 980 law enforcement agencies around the State as a way to increase participation.
Last year, Ohio conducted low manpower checkpoint trainings with money from the crackdown grant. To follow up on that training, this year they prepared a survey to send to those agencies to see if checkpoints were conducted regularly.
They also organized a luncheon in October where they invited members of the law enforcement community, judges, prosecutors, DUI Task Force members, media representatives, and Safe Communities representatives. They awarded more PBTs and had First Lady Hope Taft as the keynote speaker.
MADD South Carolina supported the crackdown by helping at the checkpoints; they produced DUI law cards that could be handed out at the checkpoints. The law cards were produced late and were not handed out during the crackdown period, but were distributed at checkpoints through out the fall and winter.
MADD South Carolina also increased awareness of the crackdowns by conducting press conferences during the crackdown and encouraging law enforcement to continue the efforts. They also issued press releases and did other media efforts. The law enforcement recognition event was held in May and was by all accounts well attended.
MADD Tennessee organized and hosted eight community leader meetings around the State. Each of these meetings took a considerable amount of coordination and planning to make sure that the proper players were present and that those who attended supported the agenda and came with ideas, suggestions and a willingness to work hard. These meetings were comprised of representatives from law enforcement, the Governor’s Highway Safety Office, District Attorney’s Office, the Health Department, the Tennessee Highway Patrol, and others. The goal of each meeting was to talk about the You Drink and & Drive. You Lose. crackdown, coordinate dates and details, and to talk about how to combine efforts to make enforcement efforts as successful as possible. MADD traveled around the State to each of these eight meetings to offer training materials and general support.
MADD Tennessee also hosted the MADD Tennessee Excellence Awards to honor law enforcement, judges, prosecutors, the media, and volunteers. This recognition event was marked by a formal dinner and awards ceremony held in Nashville. An award was created in each category and those presented with awards were invited along with their family. Each winner was presented with a plaque.
In order to publicize the crackdowns, MADD Tennessee participated in the kickoff press events. They also purchased newspaper advertising about the crackdown period.
MADD Texas, in order to spread the money around a large State, focused on three major activities – media in support of the crackdowns, law enforcement recognition, and judiciary seminars.
Many different MADD chapters partnered with their agencies who were working under Strategic Traffic Enforcement Program grants to do press events before the crackdown period talking about impaired driving enforcement efforts. These media events went very
Eight areas throughout the State did law enforcement recognition events. When possible, these events featured presenters like Ken Copeland from NHTSA and Bryan Roberts from the Texas Municipal Police Association to speak to the officers. Press releases also went out to each officer’s local paper, resulting in a number of very positive stories about the officers. Hundreds of officers were thanked.
Three judges’ seminars were conducted in Dallas, El Paso, and Waco. Approximately 100 judges and courthouse personnel heard about the crackdowns, what would happen there, and about the benefits of DWI courts.
Virginia had a boost on this year’s crackdown, because during the previous legislative session, over 20 new DUI laws were passed in Virginia and there was a good deal of publicity surrounding that legislation. To inform the public and law enforcement of these new laws, MADD Virginia went about producing cards, table tents, and other information resources to get the message out about the laws. The goals were to help increase the deterrent effect of the new laws by making sure that people were aware of the changes and to help officers get acquainted with the new code sections. This message dovetailed very nicely with the general deterrent message of You Drink & Drive. You Lose. because not only did people get the message that there would be serious consequences, but they also got the message that law enforcement was out in force and that they were more likely to be caught.
MADD Virginia also wrote letters to their local law enforcement agencies asking them to participate in the crackdown, including information about the recognition events as an incentive for agencies to do well.
MADD Virginia already conducts five local recognition events but there are five major areas in the State not covered by chapters. In order to increase coverage, MADD conducted its normal five events, plus five additional events with the grant to cover the entire State. Attendance was very strong and MADD Virginia hopes to be able to continue these in years to come.