Winner: NYC Department of Transportation and Proof Integrated Communications - NYC DOT Anti-DWI Choices Campaign
The New York City Department of Transportation and Proof Integrated Communications chose a simple route for their anti-DWI campaign by identifying that there are two options, a safe one and an unsafe one, when drinking. Focusing the campaign on the crucial moment before someone decides to drive drunk they effectively made the conversation surrounding drunk driving about the importance of our choices.
By working closely with the Barclays Center in Brooklyn, the New York Yankees and the New York Mets, the team was able to directly reach their target audience of males aged 21-34, who had a decision to make after drinking at a game. To broaden the reach of the campaign across all New York five boroughs the team used digital panels above subway stations, 30-second spots on gas station and taxi TV and strategically placed billboards around the city. Beyond these more traditional means, coasters were created and distributed to bars and an informational mobile app is in production where a user can calculate their blood alcohol level, text a friend or call a cab.
The campaign has been heralded for its effectiveness by New York Mayor Bill de Blasio and commended for addressing the element of “Choices” and its potential to be applied outside of DWIs.
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