Strategy

• Conduct statewide focus groups involving the target audience. Findings used to create a relevant, believable message.
• Combine multiple creative vehicles to create compelling impaired driving prevention messages.

 
Media

• Secured prime positions with highly targeted media throughout the state.
• Developed partnerships with a variety of media vendors to increase frequency, reach and value well beyond actual budget.

Message

• Produced Telly Award winning video chronicling the tragic stories of past offenders for use in classrooms statewide.
• Created a series of radio and television PSAs showing the true costs and consequences of impaired driving.