The NCAA News - News and Features

May 25, 1998

NCAA, TEAM win 'Addy' award for alcohol-awareness PSA

The NCAA and TEAM (Techniques for Effective Alcohol Management Coalition) have been recognized by the Advertising Club of Metropolitan Washington with an "Addy" award in the Television Public Service category.

The highest honor given to advertising agencies and organizations for work done in a select category, the Addy was won with "Pants," a 30-second public service announcement (PSA) targeting college students who are of legal drinking age.

This spot took a decidedly different approach than many PSAs by portraying college-age students in a situation with which they can easily identify. In "Pants," a highly intoxicated male college student announces his intention to leave the party and drive a car. After he announces his plans, another partygoer points out to him that his fly is open. The spot concludes with one simple message across the television screen: "And you think you can drive?"

"Pants" was the creation of Global Exchange, a public relations firm that works with TEAM. NCAA liaisons to the project were James A. Marchiony, NCAA director of the Division I men's basketball championship, media, and Frank D. Uryasz, NCAA director of sports sciences. Marchiony and Uryasz coordinated the script and the filming.

"Our initial reaction to the concept was that it was a little risky," Marchiony said. "But Frank and I felt that because of the audience we wanted to relate to, we should try to live outside the box."

The PSA was produced as part of an ongoing partnership between the National Highway Traffic Safety Administration (NHTSA) and the NCAA. Both organizations are members of TEAM, a federally supported, public-private partnership of sports leagues and organizations, concessionaires, insurance companies, advocacy groups and broadcasters. TEAM was formed in 1985 to help reduce alcohol-related accidents in public facilities and on the nation's roadways.

"The combination of a breakthrough campaign and high-visibility broadcasts has provided a strong platform for us to expand our commitment to this cause," Marchiony said.

"Pants" is part of a campaign that includes two other spots, "Ladies Room" and "Mother's Tears." The campaign has aired during several NCAA championship telecasts since its debut in March 1997.