Dec 30 2009
“The designated driver is the life of the party’’
No, you are not going to be thinking about short sales, foreclosures, and listing contracts tomorrow night. Real Estate will not be on your mind so I am going to write about something relative to New Year’s Eve that I never knew…
The Designated Driver campaign is marking a milestone birthday. It has been 21 years since Harvard School of Public Health professor Jay Winsten teamed with Hollywood writers and producers to embed the message in prime-time television shows.
I never knew there was a history about the term “designated driver”, nor did I fully know it was a campaign. In 1985, the Center for Health Communication was established. The founders were at a stage where they had not selected priority issues when a tragic event occurred in Boston, and that was the death of Dennis Kauff. He was an extremely popular reporter at WBZ-TV. He was the victim of a drunk-driving crash. There were some 500 people at the funeral. John Henning, the anchor-reporter from WBZ, gave a eulogy saying, “There’s so much anger in this room, it could blow the ceiling off the place.’’
The concept of having a designated driver was not knew but marking a campaign in the USA, using Hollywood to launch it was. The designated driver concept was invented in the Nordic countries. It promoted a new social norm that the driver doesn’t drink.
The Center for Health Communication developed a communication strategy at the national level that had three components: The first was news, the second was advertising. The third, which was a departure from traditional public service campaigns, was to mobilize the Hollywood creative community. The person who deserves credit for pointing them in that direction is the late Frank Stanton, former CBS president. Besides promoting designated drivers on the news and in advertising campaigns he wanted to focus it on entertainment programming. Basically, Jay Winsten, one of the founders of the Center for Health Communication wanted television shows to incorporate a line or two of dialogue in their episodes to reflect the evolution of a new social norm about drinking.
Starting in late November 1988 at the end of the writers’ strike, over the next four television seasons, more than 160 prime-time episodes addressed drinking and driving with frequent use of the term designated driver. “Cheers’’ did it nine times. They had our poster as a permanent part of their set with the slogan, “The designated driver is the life of the party.’’
When the designated driver campaign started, the US had about 25,000 alcohol-related fatalities annually. It’s currently at about 13,000.
Enjoy the holiday tomorrow evening and please be safe. Let’s make the new year a great and successful one for all!!!
