Highway Safety

Creating a Message That is Hard to Ignore

People go to bars to have fun. Being reminded not to drink and drive isn't fun. Bar owners don't want to do it. Bar customers don't want to hear it. News media have grown tired of reporting it.

Our challenge: Make it fun. Make it memorable. Make it newsworthy.

The solution was a simple. Make the communication an interesting part of the environment. With everything from prison visitor booth installations to billiard balls demonstrating the damage a drunk driver can do – the message was there in the most natural way possible. We found that learning is most effective when it's part of an experience – and if the experiences are fun, they get some attention as well.

The result: Hundreds of thousands worth of earned media coverage, record-low drunk-driving accidents, and drunk-driving prevention ads that people go out of their way to experience.