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Entry Synopsis

1. Summary of the CampaignEvery 90 seconds, a drunk driver injures someone – themselves, their passengers or pedestrians.

To encourage New Yorkers to think twice and not drink and drive, we partnered with the New York City of Department of Transportation to create a year long integrated communications campaign to discourage drinking and driving among young adults ages 21-34 who make-up over 60% of fatal crashes.

Qualitative and quantitative research concluded making the right “choice” overlaid against consequences of safe and unsafe options at key decision points resonated with our target audience.

Versus other campaign concepts tested, the “Choices” positioning proved to be most effective across all metrics: “attention-grabbing,” “relevant,” and “believable.” Moreover, the New York City–centric elements were relatable as a platform in delivering the message.

Additionally, messaging was most relevant when the audience is reached at decision-making moments.

Most of the concepts illustrate a story of an individual after a night out drinking and poses the question “Where to?” showing the protagonist has a choice to make. It was the prerogative of each person to make the good or bad choice and either benefit or suffer from the consequences.

Paid, earned and owned media was deployed throughout NYC targeted our key demographics at relevant moments, encouraging them to make the right choice – before and after a night out.

The campaign was a yearlong effort with heavy-ups during key periods; NCAA Final 4, Summer Holiday weekends, spring break and New Year’s Eve.

The tactics included, but not limited to, sports radio and in-stadium sponsorships, in-cinema advertising, Taxi TV, out-of-home, coasters in bars, microsite and an app.

In total the campaign generated almost 500 million impressions worldwide.

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DWI-related fatalities in New York City declined through 2014 and are on track to be approximately 65% lower by the end 2015 compared to 2013.

2. The Situation The mission of the New York City Department of Transportation (NYC DOT) is to maintain and enhance the transportation infrastructure crucial to the economic vitality and quality of life of its primary customers – over 8 million residents. A critical component of its mission is to protect the safety and well being of all, regardless of transportation mode - pedestrian, vehicle or bicycle.

Driving-While-Intoxicated (DWI) related fatalities in NYC increased over 100% from 2012 to 2013. Nationally, over 60% of drivers in fatal crashes with BAC levels .08 or greater were drivers aged 21 to 34, the majority of whom were men.

3. The Goal The goal of the campaign was simple; reduce alcohol impaired crashes in New York City by increasing public awareness of the number of injuries and fatalities among drivers, passengers and pedestrians.

The challenge was to create relevant messaging and imagery motivating the target audience to choose not to drink and drive.

In-depth qualitative research was conducted among licensed drivers 21-34 who socialize where drinking occurred and had access to a car. The goal was to gain insights into typical behaviors surrounding socializing and drinking with friends as it relates to drinking and driving. Concepts in the form of a headline and sketched imagery positioning were tested.

Following the qualitative phase, quantitative research was fielded to further refine messaging and visual imagery.

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4. Strategy & Targeting Consuming alcohol is a “right of passage” for young people, particularly for men.

Recent surveys by the American Automobile Association (AAA) report that only 41% of the population believes it is a somewhat or bigger problem than it was 3 years ago. The results of these surveys and others, have concluded that no matter how hard we try to inform the general populous, young people in particular, do not want to think about it or become aware. After all, over 75% of adult Americans consume alcohol…it’s ingrained in our society. It is only the consequences of driving while drinking affects a person directly do they become aware.

Research revealed some key insights

• Planning to “not drink and drive” is, at best, an informal process.

• Personal consequences are most often cited as the main reason not to drink and drive.

The goals were to reach these young adults with a relevant credible message on highlighting the “good” and “bad” consequences of their choices.

5. Execution The “Choices” campaign existed across paid, earned and owned media. Specific tactics included reaching young adults at relevant points in time where they would most likely need to make a choice before and after a night out.

The messaging venues included in-stadium and radio sports sponsorships such as the Yankees (minor and major league), Mets, Cyclones, Nets and NCAA basketball.

Additionally, as a “point of sale” tactic, branded coasters were distributed throughout bars in NYC catering to young adults during key periods (NCAA, spring break and holiday weekends). In-cinema advertising was used to supplement the plan during critical periods.

A micro-site and smart phone app “Get BAC NYC” launched, allowing users to estimate blood alcohol content and find a safe way home by taking public transportation, a local car service or texting a friend.

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We were able to take advantage of opportunistic placements. At the last minute, we were presented with an out-of-home opportunity to purchase two giant LED boards in the heart of Times Square on New Year’s Eve for 4 hours – 8:30 pm to 12:30 am reaching the 1.4 million people in attendance and a worldwide television audience. The programming included facts, stats, quizzes, texting messaging to download the app and a public Instagram feed on which people “tagged” themselves getting home safely using the hashtag #get BACnyc.

6. Documented Results The “Choices” campaign generated a significant amount of coverage in paid, earned and social media.

In total, the campaign has generated almost 500 million impressions both online and offline.

In New York City, DWI related fatalities declined through 2014, and is on track to be approximately 65% lower by the end of 2015 compared to 2013.

With police enforcement,and public awareness up city-wide, we are helping to make New York City’s streets safer – for pedestrians, cyclists and drivers alike.

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NEW YORK CITY DEPARMENT OF TRANSPORTATION CREATIVE

COMMERCIALThe complete videos can be viewed on the DVD provided

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RADIOThe complete radio spots can be heard on the DVD provided

NYDOT_TakeYouPlaces_30.mp3

NYDOT_TakeYouPlaces_10.mp3

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OUTDOOR

Union Sq Subway Urban Panel

Union Sq Subway Urban Panel

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OUTDOOR

34 St Herald Square Urban Panel

Hispanic Layout 8 sheet

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OUTDOOR

WHERE TO?THE SIX TRAIN OR SIX FEET UNDER?

DOWNLOAD THE FREE APP TO CHECK YOUR BLOOD ALCOHOL CONTENT. DON’T DRINK AND DRIVE.

NYC_DOT_CINEMA

NYCDOT_Coaster

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SPONSORSHIPS

Barclays

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SPONSORSHIPS

Barclays

Center Hung Scoreboard(Barclays Center).bmp

Main Concourse & L-Bar TV Integration

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SPONSORSHIPS

Mets

NY Mets In-Stadium TV

Mets In-Stadium

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SPONSORSHIPS

Yankees

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EVENT GIVEAWAYS: TSHIRTS

Choose not to drink and drive.

T-shirt consession stand

DOT T-shirt designs

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WEBSITE & APP

 

   

   

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NEW YEARS EVE: NEW YORK CITY, TIME SQUARE

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NEW YEARS EVE: NEW YORK CITY, TIME SQUARE

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Our Creative Reel: Radio and TV