Hispanic Driving Impaired Prevention
Behavioral Change Campaign + Cultural Relevant
Hispanic impaired driving prevention campaign. The direction for this campaign was less of an abstinence approach and more of an acceptance view. The headlines are colloquial terms used by the target demographic to encourage the use of a designated driver. The phrase "No Manches" is used colloquially in Spanish from Mexico, it roughly translates to "no way or stop joking". The call to action is "Drink, just don't drive". The campaign included OOH, grassroots posters, banners, and postcards which prompted people to share their concerns with their loved ones.
Things learned: Directing a photoshoot is pretty cool.
co-copywriting / art direction / tactics
