In 2008, the Pennsylvania Department of Health reported its highest rate of drunk driving among teens.
Our research found teens either have no fear of dying or don't react well to warnings. Often, both.
Given this is a life or death situation, teens needed to feel unforgettable empathy, so we put several teens in front of the camera, and asked them to them to apologize to the one person they hurt by driving drunk. These short films captured raw messages to a best friend, a girlfriend, a new boyfriend, or their parents. To help teens avoid a similar fate, we designed an anonymous help chat, and innovative services that messaged a friend reminding them to stay safe, or a group of friends to randomly select a designated driver.
The campaign had a major impact, and we're told, reduced the number of drinking related accidents from 2009, on.
Short brand film highlighting the insights, idea and results.
Liz's apology to Josh's parents, along with the story of how Liz killed Josh while driving drunk.
Stream of apologies from around the country.
Custom service that messaged a group of friends to randomly select a designated driver.
Single text reminder to a friend, reminding them to be safe, and get some safe.
Strategic messages to remind teens to be smart when they're around drinking ("You drank, then drove, then hurt someone. Might be hard to look at yourself afterwards, huh?)
Experiential reminders at select Pennsylvania high schools.