TxDOT sought a communication strategy that would influence Millennials to plan for a safe ride home before heading out to drink.
TxDOT sought a communication strategy that would influence Millennials to plan for a safe ride home before heading out to drink.
Deliverables: multicultural advertising, creative direction, design, and messaging
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The Texas Department of Transportation (TxDOT) tasked our team with developing a strategic communication plan to motivate Millennials to arrange a safe way home before going out drinking. We recognized that often, a designated driver is chosen as the "least drunk" person in the group when they should be completely sober. Limited access to mass transit and taxis in many Texas towns emphasizes the need for proactive planning while individuals can still make informed decisions. Understanding that Millennial drivers prefer relatable messaging, we crafted a campaign that connects with them on their level.
Meet Dave. Dave embodies the risks and poor decisions that arise without responsible pre-drinking planning. To maintain relevance throughout the year, we developed themed versions of Dave that would be promoted during specific periods of the year when drinking and driving incidents and fatalities were at their highest.
Superfan Dave is the embodiment of an exuberant football enthusiast. While Dave's infectious energy and passion for the game are undeniable, alcohol turns him into an unreliable driver. This transformation highlights the importance of planning ahead. To effectively communicate this message, we developed TV spots in both English and Spanish, targeting Millennial-aged drivers. These spots emphasize the necessity of arranging a safe way home before the game begins, ensuring that celebrations don't compromise safety on the road.
Holiday Dave embraces the festive spirit of the Christmas season, looking forward to office parties and family gatherings. As a responsible party-goer, he makes sure to plan for a safe ride home before the festivities start, prioritizing everyone's well-being.
Spring Break Dave, the epitome of cool and foresight. Dave knows the importance of safety, so before heading out for a night of fun, he makes sure he has a plan to get home safely.
Out-of-Home
Out-of-Home
Pump Topper
Pump Topper
Out-of-Home
Out-of-Home
Out-of-Home
Out-of-Home
Out-of-Home
Out-of-Home
Out-of-Home
Out-of-Home
Out-of-Home
Out-of-Home
Additional support materials for the "Plan While You Can" impaired driving campaign included seasonal print, out-of-home, web, pump toppers, and other collateral to maximize the campaign's reach. Each element featured messaging that encouraged drivers across the state to plan for a sober ride before attending events where alcohol would be consumed. To connect with the diverse demographic of Millennial-aged drivers in Texas, campaign materials were produced in both English and Spanish, using themed and highly visual approaches.
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