MADD Radio LUCKY by Oink Ink Radio, The Richards Group

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Industry Public Safety, Health & Hygiene, Against alcohol
Media Radio
Market United States
Agency Oink Ink Radio
Director Dan Price
Agency The Richards Group
Creative Director David Eastman
Released October 2005

Credits & Description

Advertising Agency: THE RICHARDS GROUP, USA, New York
Creative Director: David Eastman
Scriptwriter: David Eastman
Director: Dan Price
Sound Engineer: Casey Chester

Script in English
FVO: Your chances of being in a drunk-driving crash are 1 in 250. Your chances of dying, 1 in 65. So when you survive, you hear it a lot: “You’re lucky to be alive.” Lucky, because you beat the odds. … Thing is, the odds beat back. Try losing one in three children. One in two
arms or legs. Three in four months at the office. Four in five days to depression. Two out of three dreams are nightmares. Five of six letters are bills. And if one of twelve jurors has had a bad day, the driver who hurt you goes free. One in four marriages breaks from the strain. Two out of five friends avoid you. And the odds are good that the ones who don’t … … will tell you how lucky you are.
ANN: Until you’ve survived a drunk driving crash, you can’t understand the impact. MADD Victim Services advocates are crash survivors themselves – and uniquely equipped to help with
emotional, legal and financial guidance. Call 877-MADD-HELP.

Brief Explanation
MADD is an organization that speaks out against drunk driving. The writer was playing with the
over-used phrase, "Lucky to be alive", as folks will often offer when you're a survivor. The ting is,
the incident should have never taken place to begin with, so survivors aren't lucky, they're still
every bit a victim.