DRUNK & DISTRACTED DRIVING

People live and die by their phones. They drink. They drive. Everyone thinks they are the exception to the bloody headlines. Most safety ads fail because they lecture a crowd that isn't listening. I pushed for a campaign that stopped targeting "drivers" and began targeting individuals. We moved the focus from the wreckage to the personal choice.

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I engineered a socially-led strategy that confronted the lie of being "different." We stopped using clinical fear tactics. We used raw human behavior instead. We didn't want to raise awareness. We wanted to force a realization. We proved that to change a habit, you first have to dismantle the denial.