THANKSGIVING 2021 - Traffic Safety Marketing
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SOCIAL MEDIA PLAYBOOK THANKSGIVING 2021
How to Use This Playbook
This document is a social media playbook for the 2021 Thanksgiving
period. It includes specific content and assets, along with instructions,
to address drivers and encourage them to not drive impaired. The
content in this playbook is designed for easy posting and seamless
integration into your current social media strategy. Your efforts
throughout the year may help save lives.
2021 Thanksgiving Social Media Playbook 2 of 21
Table of Contents
Campaign Overview 4
¾ Campaign Summary 4
¾ Objectives 4
¾ Posting Strategy 5
Social Media Content 6
¾ Content Organization 7
¾ Post Examples 8
¾ Sizes Available 9
¾ Content 11
NHTSA Contact 21
2021 Thanksgiving Social Media Playbook 3 of 21
Campaign Overview
Campaign Summary
Every Thanksgiving, Americans are given the opportunity to celebrate what they are
thankful for with friends and family. After a year where many haven’t been able to
gather, this Thanksgiving will be especially meaningful for most. In addition to the core
Thanksgiving dinner, alcohol and, increasingly, marijuana have become mainstays in
celebrating this holiday.
The Thanksgiving Impaired Driving campaign seeks to educate drivers about the
dangers of drunk and drug-impaired driving.
Objectives
¾ Increase public awareness of the dangers of impaired driving
¾ Reinforce positive actions of not driving impaired
¾ Remind the public of alternatives to impaired driving and the
importance of planning ahead—designating a sober driver or
taking a taxi or rideshare home
2021 Thanksgiving Social Media Playbook 4 of 21
Posting Strategy
The Thanksgiving period is from Wednesday, November 24 to Monday,
November 29. We encourage you to begin posting on Saturday, November
20, as many families begin to either travel or prepare for Thanksgiving
festivities the weekend before. Posting should continue throughout the week
leading up Thanksgiving itself to keep messaging of not driving impaired at
the front of drivers’ minds as they participate in different celebrations.
Below are some relevant hashtags to use when posting about the Impaired
Driving campaign:
¾ #Thanksgiving
¾ #HappyThanksgiving
¾ #TurkeyDay
¾ #GivingThanks
¾ #BuzzedDriving
¾ #FeelDifferentDriveDifferent
2021 Thanksgiving Social Media Playbook 5 of 21
Facebook/Instagram
Social Media Content
This section contains shareable social media content for
the Thanksgiving campaign. Provided on pages 11-20 are
downloadable graphics with accompanying posts that you can use
or use as inspiration when sharing on your social media channels.
Twitter
On the left are two sample social
media posts, one for Instagram and
Facebook, using a square-shaped
graphic and one for Twitter, using a
rectangular graphic.
2021 Thanksgiving Social Media Playbook 6 of 21
Content Organization
The social media content is organized into sections based on creative
concept and message. Both English and Spanish versions are provided
for this campaign.
On the following pages, you will see
additional graphics and post examples in a English
variety of sizes for the campaign. Be sure to ¾ Calendar (Alcohol)—pg. 11
consider which social media platform your ¾ Gluttony (Alcohol)—pg. 12
target audience typically uses when you ¾ Hand Turkey (Drug)—pg. 13
¾ Calendar (Drug)—pg. 14
choose the graphics and post content. Also,
¾ Gluttony (Drug)—pg. 15
take into consideration that most people
Spanish
use mobile phones when checking their
¾ Toast (Alcohol)—pg. 16
social media accounts. The graphics in this ¾ Hand Turkey (Drug)—pg. 18
playbook are optimized for mobile platforms.
2021 Thanksgiving Social Media Playbook 7 of 21
Post Examples
Here is an example of how posts should look
when published.
Suggested copy from
1
this playbook.
Downloaded graphic from
2
trafficsafetymarketing.gov.
Facebook
2021 Thanksgiving Social Media Playbook 8 of 21
Sizes Available
Social media graphic sizes vary across the ever-changing
Facebook/Instagram Posts Facebook/Instagram Stories
social media platforms. In this playbook, we included
1200x1200 (square) 1080x1920 (vertical)
different sizes based on suggested industry standards and
best practices. Most graphics are available as animated
versions on the trafficsafetymarketing.gov website.
Facebook/Instagram Posts
1000x1200 (vertical)
Twitter Posts
1200x675
2021 Thanksgiving Social Media Playbook 9 of 21
Animation vs. Static
Alongside the static graphics you see in this playbook, NHTSA also
offers animated versions of most campaign assets in the same sizes.
According to social media experts, posts with an animated graphic
see 55% more engagement than those without and often generate
1,200% more shares than text and static images combined.
(Source: Social Media Today)
Animated graphics are uploaded to social
platforms in the same way as static versions.
Follow the step-by-step instructions provided
by the platform during the uploading
process to easily incorporate animated
graphics after downloading them from
trafficsafetymarketing.gov.
2021 Thanksgiving Social Media Playbook 10 of 21Calendar—Alcohol
STEP STEP
1 Download graphics. 2 Combine with suggested copy below or feel free to draft your own:
Download the “Calendar” graphic below at:
Copy/paste one of the suggested posts below.
Traffic Safety Marketing
¾ Don’t let a pre-Thanksgiving party squash your holiday meal. If you’ve been drinking, call a sober
friend, taxi or ride share to get you home safely. #BuzzedDriving is drunk driving.
¾ Drinking and driving should never be on the menu. Call a sober friend, taxi, or ride share to get
you home safely. #BuzzedDriving is drunk driving.
¾ Don’t drive sauced – leave that to the cranberries. #BuzzedDriving is drunk driving.
¾ We’re thankful for YOUR safe driving choices. Drive safely this Thanksgiving holiday, and every day.
#BuzzedDriving is drunk driving.
¾ You’re only a turkey if you don’t drive sober. #BuzzedDriving is drunk driving.
Sizes Available:
Facebook/Instagram Posts
1000x1200
1200x1200
Facebook/Instagram Stories
1080x1920
Twitter Posts
1200x675
2021 Thanksgiving Social Media Playbook 11 of 21Gluttony—Alcohol
STEP STEP
1 Download graphics. 2 Combine with suggested copy below or feel free to draft your own:
Download the “Gluttony” graphic below at:
Copy/paste one of the suggested posts below.
Traffic Safety Marketing
¾ Don’t let a pre-Thanksgiving party squash your holiday meal. From 2015-2019, 135 drivers involved
in fatal crashes on Thanksgiving eve were alcohol-impaired. If you’ve been drinking, call a sober
friend, taxi, or ride share to get you home safely. #BuzzedDriving is drunk driving.
¾ Add a designated driver to your Thanksgiving menu. It’s not an indulgence – it’s a necessity.
#BuzzedDriving is drunk driving.
¾ Don’t drive sauced – leave that to the cranberries. Among the 10,142 alcohol-impaired driving
fatalities in 2019, 68% were in crashes where at least one driver had a BAC of .15 or higher.
#BuzzedDriving is drunk driving.
¾ Only turkeys drive drunk. If you’ve been drinking, call a sober friend, ride share, or taxi to get you
home safely. #BuzzedDriving is drunk driving.
¾ #ThanksgivingEve is Nov. 25. Stay safe on the roads! #BuzzedDriving Is Drunk Driving.
Sizes Available:
Facebook/Instagram Posts
1000x1200
1200x1200
Facebook/Instagram Stories
1080x1920
Twitter Posts
1200x675
2021 Thanksgiving Social Media Playbook 12 of 21Hand Turkey—Drug
STEP STEP
1 Download graphics. 2 Combine with suggested copy below or feel free to draft your own:
Download the “Hand Turkey” graphic below
Copy/paste one of the suggested posts below.
at: Traffic Safety Marketing
¾ Driving this Thanksgiving? Leave the baking to the turkey. If you feel different, you drive different,
don’t drive high. #ImpairedDriving
¾ We’re sure the turkey would agree…Being baked is bad – especially when you’re behind the wheel.
If you feel different, you drive different. #ImpairedDriving
¾ If extra ingredients are finding a way into your Turkey Day brownies or pumpkin pie, make sure
you’ve got a sober designated driver ready to get you home safely. If you feel different, you drive
different. #ImpairedDriving
¾ Plan ahead for your #Thanksgiving dinner. If you’re planning on consuming drugs or alcohol,
don’t plan on driving. If you feel different, you drive different. #ImpairedDriving
Sizes Available:
Facebook/Instagram Posts
1000x1200
1200x1200
Facebook/Instagram Stories
1080x1920
Twitter Posts
1200x675
2021 Thanksgiving Social Media Playbook 13 of 21Calendar—Drug
STEP STEP
1 Download graphics. 2 Combine with suggested copy below or feel free to draft your own:
Download the “Calendar” graphic below at:
Copy/paste one of the suggested posts below.
Traffic Safety Marketing
¾ It doesn’t matter what term you use – stoned, high, or tripping – drugs impair your ability to drive
safely. If you feel different, you drive different. Call a sober friend, rideshare, or taxi to get you
home safely. #BuzzedDriving is drunk driving.
¾ Driving this Thanksgiving? Leave the baking to the turkey. In 2018, 46% of drivers who were killed
in crashes and were tested for drugs, tested positive. If you feel different, you drive different.
#ImpairedDriving
¾ If extra ingredients are finding a way into your Turkey Day brownies or pumpkin pie, make sure
you’ve got a designated driver ready to get you home safely. If you feel different, you drive
different. #ImpairedDriving
Sizes Available:
Facebook/Instagram Posts
1000x1200
1200x1200
Facebook/Instagram Stories
1080x1920
Twitter Posts
1200x675
2021 Thanksgiving Social Media Playbook 14 of 21Gluttony—Drug
STEP STEP
1 Download graphics. 2 Combine with suggested copy below or feel free to draft your own:
Download the “Gluttony” graphic below at:
Copy/paste one of the suggested posts below.
Traffic Safety Marketing
¾ We’re sure the turkey would agree…Being baked is bad – especially when you’re behind the wheel.
Between 2009 and 2018, of those drivers killed in crashes and tested for marijuana, the presence
of marijuana had nearly doubled. If you feel different, you drive different. #ImpairedDriving
¾ You’re already planning for the mashed potatoes, stuffing, and pumpkin pie… Plan for a designated
driver, too! And if you’ve been consuming drugs or alcohol, call a sober friend, taxi, or rideshare to
get you home safely. If you feel different, you drive different. #ImpairedDriving
¾ It doesn’t matter which term you use – high, stoned, or wasted. Drugs impair your ability to drive
safely. If you’ve been consuming drugs or alcohol, call a sober friend, ride share, or taxi to get you
home safely. If you feel different, you drive different. #ImpairedDriving
Sizes Available:
Facebook/Instagram Posts
1000x1200
1200x1200
Facebook/Instagram Stories
1080x1920
Twitter Posts
1200x675
2021 Thanksgiving Social Media Playbook 15 of 21Toast—Alcohol
Spanish
STEP STEP
1 Download graphics. 2 Combine with suggested copy below or feel free to draft your own:
Download the “Toast” graphic below at:
Copy/paste one of the suggested posts below.
Traffic Safety Marketing
¾ No permitas que una fiesta previa al Día de Acción de Gracias arruine tu cena. Si has estado
bebiendo, llama a un amigo sobrio, taxi o servicio de viaje compartido para llevarte a casa de
forma segura. #ManejarEntonado es manejar borracho.
Translation: Don’t let a pre-Thanksgiving party squash your holiday meal. If you’ve been
drinking, call a sober friend, taxi, or ride share to get you home safely. #BuzzedDriving is
drunk driving.
¾ Manejar borracho nunca debe ser parte del menú. Llama a un amigo sobrio, taxi o servicio de
viaje compartido para llevarte a casa de forma segura. #ManejarEntonado es manejar borracho.
Translation: Drinking and driving should never be on the menu. Call a sober friend, taxi, or ride
share to get you home safely. #BuzzedDriving is drunk driving.
¾ No manejes borracho. #ManejarEntonado es manejar borracho.
Translation: Don’t drive sauced – leave that to the cranberries. #BuzzedDriving is
drunk driving.
¾ Estamos agradecidos por TUS elecciones de manejo seguro. Maneja de forma segura este Día de
Acción de Gracias, y todos los días. #ManejarEntonado es manejar borracho.
Translation: We’re thankful for YOUR safe driving choices. Drive safely this Thanksgiving
holiday, and every day. #BuzzedDriving is drunk driving.
Sizes Available:
¾ Solo eres un pavo si no manejes sobrio. #ManejarEntonado es manejar borracho.
Facebook/Instagram Posts
1000x1200 Translation: You’re only a turkey if you don’t drive sober. #BuzzedDriving is drunk driving.
1200x1200
Facebook/Instagram Stories
1080x1920
Twitter Posts
1200x675
2021 Thanksgiving Social Media Playbook 16 of 21Toast—Alcohol
Spanish
STEP STEP
1 Download graphics. 2 Combine with suggested copy below or feel free to draft your own:
Download the “Toast” graphic below at:
Copy/paste one of the suggested posts below.
Traffic Safety Marketing
¾ No permitas que una fiesta previa al Día de Acción de Gracias arruine tu cena. De 2015-2019, 135
conductores involucrados en choques fatales en la víspera del Día de Acción de Gracias estaban
bajo los efectos de alcohol. Si has estado bebiendo, llama a un amigo sobrio, taxi o servicio de
viaje compartido para llevarte a casa de forma segura. #ManejarEntonado es manejar borracho.
Translation: Don’t let a pre-Thanksgiving party squash your holiday meal. From 2015-2019, 135
drivers involved in fatal crashes on Thanksgiving eve were alcohol-impaired. If you’ve been
drinking, call a sober friend, taxi, or ride share to get you home safely. #BuzzedDriving is
drunk driving.
¾ Añade un conductor sobrio a tu menú del Día de Acción de Gracias. No es un lujo – es una
necesidad. #ManejarEntonado es manejar borracho.
Translation: Add a designated driver to your Thanksgiving menu. It’s not an indulgence – it’s a
necessity. #BuzzedDriving is drunk driving.
¾ No manejes borracho. De las 10,142 muertes causadas por conductores borrachos en 2019,
el 68% ocurrieron en choques en los que al menos un conductor tenía un BAC de .15 o más.
#ManejarEntonado es manejar borracho.
Translation: Don’t drive sauced – leave that to the cranberries. Among the 10,142 alcohol-
impaired driving fatalities in 2019, 68% were in crashes where at least one driver had a BAC of
.15 or higher. #BuzzedDriving is drunk driving.
Sizes Available:
¾ Solo los pavos manejan borrachos. Si has estado bebiendo, llama a un amigo sobrio, taxi o
Facebook/Instagram Posts servicio de viaje compartido para llevarte a casa de forma segura. #ManejarEntonado es manejar
1000x1200 borracho.
1200x1200
Translation: Only turkeys drive drunk. If you’ve been drinking, call a sober friend, ride share, or
Facebook/Instagram Stories
taxi to get you home safely. #BuzzedDriving is drunk driving.
1080x1920
¾ La #VísperadelDíaDeAccióndeGracias es el 24 de noviembre. ¡Quédate seguro en las carreteras!
Twitter Posts
#ManejarEntonado es manejar borracho.
1200x675
Translation: #ThanksgivingEve is Nov. 24. Stay safe on the roads! #BuzzedDriving Is
Drunk Driving.
2021 Thanksgiving Social Media Playbook 17 of 21Hand Turkey—Drug
Spanish
STEP STEP
1 Download graphics. 2 Combine with suggested copy below or feel free to draft your own:
Download the “Hand Turkey” graphic below
Copy/paste one of the suggested posts below.
at: Traffic Safety Marketing
¾ ¿Planeas manejar este Día de Acción de Gracias? Deja el hornear al pavo. Si Te Sientes Diferente,
Manejas Diferente. No manejes bajo la influencia. #ManejoBajoLaInfluencia
Translation: Driving this Thanksgiving? Leave the baking to the turkey. If you feel different, you
drive different, don’t drive high. #ImpairedDriving
¾ Estamos seguros de que el pavo estaría de acuerdo…estar drogado es malo –
especialmente cuando estás detrás del volante. Si Te Sientes Diferente, Manejas Diferente.
#ManejoBajoLaInfluencia
Translation: We’re sure the turkey would agree…Being baked is bad – especially when you’re
behind the wheel. If you feel different, you drive different. #ImpairedDriving
¾ Si habrán ingredientes adicionales en tus brownies o pastel de calabaza del Día del Pavo,
asegúrate de tener un conductor designado sobrio listo para llevarte a casa de forma segura. Si
Te Sientes Diferente, Manejas Diferente. #ManejoBajoLaInfluencia
Translation: If extra ingredients are finding a way into your Turkey Day brownies or pumpkin
pie, make sure you’ve got a sober designated driver ready to get you home safely. If you feel
different, you drive different. #ImpairedDriving
¾ Planea de antemano tu cena del #DíaDeAcciónDeGracias. Si planeas consumir drogas o alcohol,
no planees manejar. Si Te Sientes Diferente, Manejas Diferente. #ManejoBajoLaInfluencia
Sizes Available: Translation: Plan ahead for your #Thanksgiving dinner. If you’re planning on consuming drugs
or alcohol, don’t plan on driving. If you feel different, you drive different. #ImpairedDriving
Facebook/Instagram Posts
1000x1200
1200x1200
Facebook/Instagram Stories
1080x1920
Twitter Posts
1200x675
2021 Thanksgiving Social Media Playbook 18 of 21Hand Turkey—Drug
Spanish
STEP STEP
1 Download graphics. 2 Combine with suggested copy below or feel free to draft your own:
Download the “Hand Turkey” graphic below
Copy/paste one of the suggested posts below.
at: Traffic Safety Marketing
¾ No importa qué termino tú uses – ajumado, high o en onda – drogas afectan tu capacidad
para manejar de forma segura. Si Te Sientes Diferente, Manejas Diferente. Llama a un
amigo sobrio, taxi o servicio de viaje compartido para llevarte a casa de forma segura.
#ManejoBajoLaInfluencia
Translation: It doesn’t matter what term you use – stoned, high, or tripping – drugs impair your
ability to drive safely. If you feel different, you drive different. Call a sober friend, rideshare, or
taxi to get you home safely. #BuzzedDriving is drunk driving.
¾ ¿Planeas manejar este Día de Acción de Gracias? Deja el hornear al pavo. En 2018, el 46% de los
conductores que murieron en choques` y fueron examinados para detectar drogas, resultaron
positivos. Si Te Sientes Diferente, Manejas Diferente. #ManejoBajoLaInfluencia
Driving this Thanksgiving? Leave the baking to the turkey. In 2018, 46% of drivers who were
killed in crashes and were tested for drugs, tested positive. If you feel different, you drive
different. #ImpairedDriving
¾ Si habrán ingredientes adicionales en tus brownies o pastel de calabaza del Día del Pavo,
asegúrate de tener un conductor designado sobrio listo para llevarte a casa de forma segura. Si
Te Sientes Diferente, Manejas Diferente. #ManejoBajoLaInfluencia
If extra ingredients are finding a way into your Turkey Day brownies or pumpkin pie, make sure
you’ve got a designated driver ready to get you home safely. If you feel different, you drive
different. #ImpairedDriving
Sizes Available:
Facebook/Instagram Posts ¾ Estamos seguros de que el pavo estaría de acuerdo…estar drogado es malo – especialmente
1000x1200 cuando estás detrás del volante. Entre 2009 y 2018, entre los conductores que murieron en
1200x1200 choques y fueron examinados para detectar marihuana, la presencia de marihuana casi se había
Facebook/Instagram Stories duplicado. Si Te Sientes Diferente, Manejas Diferente. #ManejoBajoLaInfluencia
1080x1920 We’re sure the turkey would agree…Being baked is bad – especially when you’re behind the
wheel. Between 2009 and 2018, of those drivers killed in crashes and tested for marijuana,
Twitter Posts the presence of marijuana had nearly doubled. If you feel different, you drive different.
1200x675 #ImpairedDriving
2021 Thanksgiving Social Media Playbook 19 of 21Hand Turkey—Drug
Spanish
STEP STEP
1 Download graphics. 2 Combine with suggested copy below or feel free to draft your own:
Download the “Hand Turkey” graphic below
Copy/paste one of the suggested posts below.
at: Traffic Safety Marketing
¾ Ya estás planeando el puré de papas, el relleno y el pastel de calabaza… ¡Planea tener un
conductor designado, también! Y, si has estado consumiendo drogas o alcohol, llama a un
amigo sobrio, taxi o servicio de viaje compartido para llevarte a casa de forma segura. Si Te
Sientes Diferente, Manejas Diferente. #ManejoBajoLaInfluencia
You’re already planning for the mashed potatoes, stuffing, and pumpkin pie… Plan for a
designated driver, too! And if you’ve been consuming drugs or alcohol, call a sober friend, taxi,
or rideshare to get you home safely. If you feel different, you drive different. #ImpairedDriving
¾ No importa qué termino tú uses – high, ajumado o en onda. Drogas afectan tu capacidad de
manejar de forma segura. Si has estado consumiendo drogas o alcohol, llama a un amigo sobrio,
taxi o servicio de viaje compartido para llevarte a casa de forma segura. Si Te Sientes Diferente,
Manejas Diferente. #ManejoBajoLaInfluencia
It doesn’t matter which term you use – high, stoned, or wasted. Drugs impair your ability to
drive safely. If you’ve been consuming drugs or alcohol, call a sober friend, ride share, or taxi to
get you home safely. If you feel different, you drive different. #ImpairedDriving
Sizes Available:
Facebook/Instagram Posts
1000x1200
1200x1200
Facebook/Instagram Stories
1080x1920
Twitter Posts
1200x675
2021 Thanksgiving Social Media Playbook 20 of 21NHTSA Contact
If you have questions about the Thanksgiving Impaired Driving campaign,
please contact Kil-Jae Hong at kil-jae.hong@dot.gov.
2021 Thanksgiving Social Media Playbook 21 of 21You can also read
