In 2018, CDOT launched a program to help reduce impaired driving and DUIs by incentivizing the purchase of breathalyzers. Through a first-of-its-kind partnership, BACtrack breathalyzers were offered at an unprecedented 50% discount for Colorado residents. Amelie was asked to create a messaging platform that made our audience think twice before getting behind the wheel and consider a breathalyzer a valuable tool, instead of a societal judgement.
Through research, we found most impaired drivers were either misinformed or uninformed about the amount of alcohol it takes to legally impair them. We weren’t necessarily talking to binge drinkers and habitual drunk drivers, so we identified our true audience and embraced them with a campaign based on strange decisions people sometimes make when they’re havin’ a few.