TELEVISION
While it might have been nice to have an Emmy statue in my office, so many great people have said it before, that it must be true… “It’s an honor just to have been nominated.”This campaign garnered $140 million in donated media in the first year alone, (2001) and I would periodically see or hear of these spots airing until around 2010. Hopefully, they contributed to the statistics that now show drunk driving fatalities as being DOWN.
My heart goes out to the victims portrayed in these spots and to those in the many boxes full of files containing materials submitted to the Ad Council by families. Considering each of their stories, individually and collectively, for several months, may well have influenced my decision to remain in the city with the toughest drunk driving laws in the country.
OUT OF HOME & PRINT
Previous iterations of this campaign had been running for years prior to this one. They featured pictures of victims and their age or year of death, with the tagline 'Friends Don’t Let Friends Drive Drunk'. Certainly a story to take note of.Our new thought though, at DDB in early 2001, was that by showing a victim’s personal items, one would picture the story more vividly and imagine oneself in their stead—thus heading the message with more importance... hopefully! Don’t we all have a wallet, shoes, and watch?
