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South Dakota Office of Highway Safety – Reality Check

Even though drivers are aware of the serious implications of drunk driving, many continue to ignore the facts and risks surrounding the dangerous behavior. So, how can marketing change the attitudes of a group of people so willing to put themselves and others in harm’s way? Our answer: give drunk drivers a reality check.
With popular reality shows as our inspiration, we created a fully integrated campaign encouraging people to get real about the dangers of drinking and driving. Accompanying elements including print, radio and a landing page push drivers to sign up for county-specific checkpoint alerts and reduce the growing number of DUI arrests and drunk driving fatalities in our state.

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