The Challenge:
DUI education and prevention efforts have long relied on traditional forms of media, especially outdoor advertising. While these methods can be effective, to truly change the culture around alcohol and driving conversation and genuine interaction is needed.
The Execution:
To better engage and educate the community at large, the DUIs Blow campaign was adopted into a digital-friendly format utilizing social media outlets such as Facebook and Instagram. Using these platforms we were able to highlight a number of deterrent themes including:
- Cost
- Embarrassment
- Danger
- Opportunity Lost
- Increased Enforcement
- Other Options
- Planning
These messages were delivered in various forms including polls, stop-motion videos, video PSAs, and static graphics.
The Results
In our pilot community, Sublette County, we were able to reach a saturation level of 315% and engage with 57% of the entire community within the first 9 months. These efforts were focused on the highest DUI offender demographic with 59% being males and 70% within between 18 and 45 years old.
