The Super Bowl is over. For those out there that watched – and a record-breaking amount of you did – what a game! While I am left to ponder life after the NFL season, I wanted to discuss what Mothers Against Drunk Driving (MADD) did to promote their cause in Glendale, Arizona.
On the day where drinking-and-driving related incidents rise, MADD chose to raise awarenss by covering 25 taxis in custom-made wraps displaying MADD’s message, “Drive Safe and Sober.” 
The taxis that shuttled fans to and from the game were not just available during Super Bowl weekend. Discount Cab will keep the graphics on their taxis for the rest of the year to maximize awareness about drinking and driving.
When promoting on such a large scale, budgeting always becomes an issue. And it was a savvy move on the part of MADD to convince Discount Cab that it was the right move to let MADD use their taxis to promote and educate.However, I’m not sure that the Super Bowl PR campain really addressed what MADD is currently fighting for and how their mission has changed over the years.
Until reading further, I did not truly understand the difference between drunk driving and drinking and driving. Drinking and driving is what a lot of drivers do when they go out to dinner, have a glass of wine, and then drive home. At its core, MADD believes in a zero-tolerance policy that would make it illegal for anyone to drive home with even just one drink in his or her system.Having “Drive Safe and Sober” printed on taxis promotes responsibility and safe driving, but MADD’s PR team should have used the Super Bowl as a platform to inform the public of their core beliefs.
A pamphlet made available to Discount Cab passengers would have been great. MADD has a captive audience for a month in Glendale, and there’s no reading material to take home and share with others? A missed opportunity.
