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New PSA campaign targets underage drinking and driving

Teenagers in Kentucky and across the U.S. are the targeted audience for new public service announcements addressing underage drinking and driving. The National Highway Traffic Safety Administration and the Ad Council have once again collaborated to launch a drinking and driving prevention campaign. Since the 1980s, the partnership has been responsible for the creation of a number of other successful anti-drinking and driving campaigns including 'Friends Don't Let Friends Drive Drunk" and 'Buzzed Driving Is Drunk Driving." The new 'Ultimate Party Foul" campaign endeavors to reach the younger generation and bring to the forefront the devastating and possibly permanent consequences of driving under the influence.

Filmed with an iPhone, the online and television ads cast drinking and driving as the 'Ultimate Party Foul," more grievous than the most embarrassing party or drinking scenarios. The campaign incorporates several social media outlets, including Instagram, Twitter and Tumblr, as well as web banners and outdoor billboards, in an effort to reach teens with the message that drinking and driving can have far-reaching effects on their futures.

Car wrecks remain the leading cause of deaths among teenagers, and in nearly one-quarter of fatal accidents, teen drivers had alcohol in their blood system. While the legal drinking age is 21 across the nation, teens continue to put themselves and others at risk of injury and death by driving under the influence. The NHTSA and Ad Council hopes to reduce those statistics by giving teenagers the knowledge and tools they need to avoid drinking and driving.

Individuals who have been victims of drunk driving accidents may benefit from the knowledge of an experienced lawyer. In some cases involving an underage impaired driver, it may be advisable to name the motorist's parents as additional defendants in a personal injury lawsuit.

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