What we did

Getting people to change a culturally accepted behavior is a challenging task. Before we could even begin our creative concepting, we had to figure what—if anything—would motivate our audience to stop driving under the influence. So, we asked them. Through our six statewide listening sessions, we learned directly from Wyoming residents which factors would make them think twice before getting behind the wheel after consuming alcohol. When it came down to it, family, career, freedom, and duty topped the list. We also learned that 50% of fatalities in WY involve non-residents, and we need to target our campaign at tourists, as well as people who are just passing through, such as commercial truck drivers. Armed with these insights we created a campaign (and a damn-catchy tune) that included video, radio, digital, and OOH aimed at changing social norms while encouraging people to ask themselves, “What’s riding on your sober driving?”