eopss good to drive?

Designated Driver Program :30 TV
Prompt an attitude change among young adults’ regarding their entertainment and social norms.

Launching the State of Massachusetts’s first Designated Driver program meant that we had to impress the importance of safe, sober driving habits upon hard-to-reach young adult populations. Messages and images had to be "reality" based. So ARGUS launched the “Good to Drive,” broadcast advertising and point-of-sale campaign. The integrated campaign was supported by a key-card rewards system redeemable for non-alcoholic beverages at local restaurants and bars. In partnership with several key sponsors, such as the Arbella Insurance Charitable Fund and Comcast, over 20,000 key-cards were distributed statewide to target adults.

The TV spot and subsequent advertising and outreach materials were based on the real-life activities among young adults known as "pre-gaming" involving the consumption of alcohol before heading to a night out. The spot brings to life the "real-life" after effects of pre-gaming drinking and driving using a distinct camera technique. The call to action – that you're only good to drive if you are sober.