MN Department of Public Safety

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- Branding
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- Video/TV

Video: Beer mugged

Dead-on TV spots drive the message. Now playing video:

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Video: Impounded

Dead-on TV spots drive the message. Now playing video:

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Video: In the slammer

Dead-on TV spots drive the message. Now playing video:

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Video: O'Busted

Dead-on TV spots drive the message. Now playing video:

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Video: Screwed Driver

Dead-on TV spots drive the message. Now playing video:

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In your face

Print ads, bathroom stalls, gas pumps with stopping power. Now showing slide:

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The campaign’s been getting terrific feedback and consistent coverage at both the local and state level.

Nathan Bowie

Media/Public Relations and Creative, Minnesota Department of Public Safety

Don’t Be What You Drink

Police, hospital and morgue records notwithstanding, the Minnesota Department of Public Safety (MDPS) reports that many young drivers don’t worry that getting smashed at the bar can get them smashed on the road. They do, however, worry that getting a DWI can mean huge fines, jail time, a criminal record, loss of license and an impounded car.

MDPS asked StoneArch to develop an extended DWI awareness campaign to influence behavior changes in young male drivers ages 18-29. Based on audience psychographics, the message and visuals needed to be blunt, edgy, in-your-face and smart.

The stark imagery and clever wordplay anchor the “Don’t be what you drink” media executions: television spots on Glee, American Idol and other targeted programming, radio PSAs, print ads in alternative weeklies, and messaging on restroom doors, gas pumps and bar coasters. In addition, the “O’Busted” spot was featured on multiple news broadcasts, network sites and YouTube.