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Drunk driving is one of the most frequently committed crimes in
the United States.
The Advertising Council and
its longtime partner, the U.S. Department of Transportation’s
National Highway Traffic Safety Administration (NHTSA), decided
to refocus the Drunk Driving Prevention campaign. Rather than
targeting the intervener, the new campaign would target those most
likely to drive impaired.
Read the case history, including background, strategic development and creative launch of this public service advertising campaign.
View Case History >> (pdf)
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