Utah Highway Patrol
Utah Highway Patrol
WHAT I DID
Throughout this project, I conducted research and worked on understanding the mindset of someone who would drive under the influence. I searched for insights, which led to a slight redirection of our strategy to better reach our target market. I also created the final presentation that can be found below. For this project, we were competing against 5 other teams of students, and our campaign was chosen to move forward. A few weeks later we presented to the client.
overview
With 5 other students, we went after the ongoing issue of people driving under the influence of drugs and alcohol.
After months of research where we tried to understand the mindset of the audience in order to positively
influence their behavior, we decided to tackle the issue in a way that no one had ever done before.
the ask
Reduce the incidence of impaired driving in Utah to prevent serious injury or fatal traffic crashes involving an impaired driving. Change the socio-norm idea that driving impaired, allowing someone to drive impaired, or riding with an impaired driver is an acceptable behavior.
Utah Residents, ages 21-24
Finishing a college degree or working introductory level job
Social drinkers
Enjoy parties, clubs, bars, and anything that helps them take the edge off a busy week and have fun
the target
human truth
You don't realize how fast it takes to reach the limit
the strategy
The preventative messages are so repetitive that people have tuned them out. Take a step back from a statistical look of lowering DUIs to address the social behaviors that needed to change. We needed to do the unexpected.
We decided to create a podcast.
Wanting to reach the target audience in a unique way, we decided to focus on media that has been very popular among this demographic. Inspired by KSL's podcast, COLD, we decided to bring the emotional appeal in an unexpected way and create a podcast with an unexpected connection to driving under the influence, revealed only in the last episode.
the support
the idea
It's closer than you think
THE WORK
An example trailer for the podcast:
We were chosen out of the 6 teams as the group with the best idea. We presented to the client and they bought the idea.
Below is the deck I designed for the client presentation.
Megan Stonely, Jenny Diehl, Sara Anderson, Courtney Davis, Tess Tanner, and Skyler Hunter