TxDOT – Eleazar Hernandez

Changing Driving Behavior Before the First Drink: A Visual Strategy to Drive Safer Decisions

TxDOT sought a communication strategy that would influence Millennials to plan for a safe ride home before heading out to drink.

Deliverables: Visual communication strategy rooted in behavioral insight and cultural relevance, Multicultural campaign architecture designed for Millennial audiences, Concept development and creative direction, Cross-platform asset development, Seasonal campaign extensions, Messaging system and headline strategy, Scalable design system for statewide distribution and localization

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TXDOT — “PLAN WHILE YOU CAN”
Visual Strategy to Shift Millennial Behavior Before the First Drink

TxDOT approached us with a critical challenge: how do you get Millennial drivers—who often self-designate the “least drunk” friend as a ride home—to make safer decisions before the night begins?

In many Texas communities, rideshare services and public transit are limited, making proactive planning essential. Our task wasn’t just to raise awareness of impaired driving; it was to reshape behavior through a campaign that felt relatable, shareable, and rooted in the cultural moments that define each season.

Strategy: Meet Them Where They Are, Before They Go Out

We created a campaign around “Dave”—a character whose charm is only rivaled by his terrible decision-making after a few drinks. But in each version of the campaign, Dave evolves: from impulsive party guy to self-aware planner who gets it right before the night starts.

Dave Wasn’t One-Size-Fits-All… He Was Year-Round

Superfan Dave brought big energy to football season, but knew he wasn’t driving after the tailgate.
Holiday Dave looked great in a Christmas sweater and even better calling a sober ride from the office party.
Spring Break Dave knew that sun, fun, and safety all go better with a plan.

Campaign Components:

TV spots in both English and Spanish targeting multicultural Millennial audiences
Seasonal print, OOH, and gas station pump toppers timed to peak travel and party seasons
Web and social assets designed for short-form, mobile-first engagement
Fully developed messaging system and visual guidelines to extend across statewide media buys

Results: A Statewide System That Could Flex With the Moment

By building a campaign framework that shifted with the season but stayed consistent in tone and purpose, we helped TxDOT connect with Millennials across Texas. The “Plan While You Can” campaign encouraged safe rides and drove home a single, universal message: it’s not about the drive home, it’s about planning it before you need one.

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