Print heavy MADD campaign to begin in September
Mothers Against Drunk Driving (MADD) plans to launch a national ad campaign targeting Hispanics, which will include direct mail, posters and fliers. The campaign is scheduled to begin in September during Hispanic Heritage Month, which runs mid-September through mid-October. Spanish Marketing Inc. (SMI) will manage the campaign, whose main goal is to inform the Hispanic community on the dangers and consequences (including legal consequences) of driving while intoxicated. Each of MADD's 600 chapters will direct mail to its constituents. “MADD has traditionally had representation at large events such as ‘16 de Septiembre,' which takes place at Texas Stadium and usually draws over 75,000 people,” says Maria Gregorio of S. Bell, Inc., the PR firm that represents Spanish Marketing Inc. “MADD members will hand out brochures and flyers at these kinds of events.” The mailing will contain a strong call to action, along with a phone number and URL. MADD's creative is based on the “Lotería,” a traditional and well-known Latin American game. The Lotería is similar to bingo, but instead of numbers it uses a deck of 65 character cards including the “drunkard,” the “bottle” (usually a liquor bottle), and the “death” card (a skeleton carrying sickle). “A major theme will be that our life is not a game and should not be played like one,” Gregorio explains. MADD chose the Lotería because it is familiar to all Latinos, regardless of social or economic status, or place of birth.
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