Social PSA Campaign
DUI campaign for CDOT
Over the past few years, I have had the honor of collaborating with CDOT's agency Hispanidad to develop compelling TV spots aimed at reducing the tragic consequences of driving under the influence of drugs or alcohol.
The challenge of crafting impactful campaigns in this domain is well-recognized, as it is notoriously difficult to influence behavior through such messaging. Since people are unlikely to watch these spots while intoxicated, it is imperative that we strategically engage them prior to finding themselves in these situations.
We were thrilled to discover that our Public Service Announcement (PSA) campaign contributed to a nearly 4% decrease in accidents compared to previous years. You can watch this powerful campaign below.
Our Emmy-award-winning 2017 spot showcases the dynamic local Latin Rock Band, IZCALLI, and its charismatic leader, Miguel Aviña. Presented in a documentary style, Aviña candidly discusses how individuals can still enjoy themselves and consume alcohol responsibly by making the conscious decision not to drive. This resonant message is conveyed during one of their electrifying concerts, culminating in a memorable catchphrase that invites viewers to be smart, have fun, and avoid drunk driving.
These billboards have proven to be impactful in raising awareness about the perils of driving under the influence, particularly through the poignant "Think About Your Mother" campaign. This initiative features heart-wrenching images of anguished mothers alongside compelling statements, specifically tailored to resonate with Hispanic audiences who often hold their mothers in the highest regard as the most cherished figures in their lives.