Drunk Driving Public Awareness Campaign
Drunk driving is a very serious problem, and public awareness campaigns are a great way for presenting problems that must be solved in a stunning and surprising way. The aim for this project is simple. Drunk driving has been a common cause of traffic accidents since many years. We are providing a new campaign geared towards underage individuals who wish to partake in drinking games or activities meanwhile maintaining a serious urgency with our messages.
The Concept
The concept for this campaign is simple. Stop drunk driving. Drinking and driving is dangerous, and I would need a few strong messages for my target audience to get my point across. First off, you notice the color red is used often which is to create a sense of urgency in this campaign's messages. This part alone is essential to ensure the rest of the campaign is successful. Other colors would not work for this campaign.
"This could be you" is a phrase I used throughout the website to show exactly what could happen if you drive drunk. Other facts are spread throughout the campaign using social media that would be posted on a regular basis in the feed of the target audience per my creative brief. Each post has the same connecting element which is the stopdrunkdriving.com text. The goal is to stop drunk driving.
"When you are having fun, don't ruin the fun for others" became a signature message in my bus stop poster and in my TikTok video ad. As you are reading through the pieces of work, you have that feeling of instant shock that your fun can transform into something tragic if you make the wrong choice. All it takes is a single choice to ruin the fun for someone else. Think before you grab your keys.
The Process
I started researching on the topic of drunk driving. I had peaked into other campaigns for inspiration to create my own unique messages and style with this campaign type. After collecting my research, I was able to start sketching out my ideas for my designs. At first, I had alcoholic bottles and car keys sketched in my thumbnails because those two were the direct causes of drunk driving. After careful consideration, I decided those ideas were too literal for social media posts that were supposed to be shocking or surprising, so I needed to change something with this campaign before I got too far into the idea.
My next idea was to include drunk people in the images to further increase my chances of persuasion. After changing my direction, I then started thinking of other ideas that would include more shocking details. I had also decided to pull facts and primary source research into my work to create that sense of urgency, the same kind as the color red creates. The more facts and persuasion I could pull into my designs, the campaign would have better results in the end. Next time you think of driving after having any alcohol in your system, remember one thing: you could ruin the fun for others after having your fun.
