TxDOT asked for communication that would encourage Millennials to make a plan to get home safely before they go out drinking.
Deliverables: Hispanic advertising, design, art direction, and messaging
Superfan Dave depicts a very exuberant football fan. Dave is a great guy until he starts to drinks and becomes a superfan. He's a great guy, but he is not someone you can trust to get you home safely after a night of drinking. That's why Millennial-aged drivers should make a plan to get home before the game starts.
Holiday Dave enjoys the Christmas season because of the office parties and family gatherings. He is a responsible party-goer. Dave plans for a safe ride home before the drinks start flowing.
Spring Break Dave is a pretty smooth guy. He is also forward-thinking and makes a plan to get home safely before he goes out to have a good time.
Texas Department of Transportation
Too often a designated driver is chosen during the evening and is often considered the "least drunk" person in the group. The designated driver should be a sober driver. Unfortunately, in many Texas towns and cities, mass transit and/or taxi availability is limited – another important reason this campaign message pushes the idea that Texans should plan while they are capable of making informed decisions.
The "Plan While You Can" impaired driving campaign encourages drivers statewide to plan for a sober ride before enjoying festivities where drinking may occur. Because of the variety of Millennial-aged drivers throughout Texas, the spots were created in both English and Spanish.
The spots were played during peak DWI seasons throughout the year. Seasonal print, out-of-home, web, pump toppers, and other collateral materials were created to support the campaign.