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STRATEGYDWIBRANDED FOR LIFE.A DWI CONVICTION MAY NOT MEAN MUCH TO YOU RIGHT NOW. BUT IT WILL. A DWI ON YOUR RECORD WILL AFFECT YOURABILITY TO GET A JOB, PASS A SECURITY CLEARANCE, GET INSURANCE OR EVEN START YOUR OWN BUSINESS. SO THE NEXTTIME YOU THINK A DWI DOESN’T COUNT, THINK AGAIN.Vaughn Wedeen Kuhn employed a varied approach to reach thepublic. Speaking in the verbal and visual language of the targetaudience, television, radio, outdoor, and guerilla tactics were allused to provide a consistent, far reaching message. Targetingnot only the demographic but also their influencers, executionsutilized a varied emotional tone; sometimes serious, at othertimes humorous. Supplemental collateral material was distributedat safety and DWI checkpoints.

Vaughn Wedeen Kuhnfirst worked with thevarious jurisdictionsto pinpoint the targetdemographic forour campaign.YOU DRINK. YOU DRIVE. YOU LOSE.N M D O T21–34 year old Hispanic men weredetermined to be the biggest group ofoffenders when it came to dwi andother traffic safety transgressions.through an intense scrutiny of existingreports, VwK discovered that there wasno solid proof that any one strategyworked. it was determined that a multifacetedapproach, which targetedboth the offenders and their influencers(often family members) had thebest chance for success. the spotlightwas placed not only on the anti-socialbehavior, but also on its consequencesand effect on the individual’s family.click here for campaign link-choose“mi Jito”

CREATIVEA combination of television, outdoor billboards, radioand supporting collateral was executed, all with a consistentbrand identity, regardless of the message tone.It was also imperative that our creative executionsstood out from a variety of lower-budget messagingcoming from other governmental jurisdictions.YOU DRINK. YOU DRIVE. YOU LOSE.NMDOT

BE STRONG. SAVE A LIFE. SAVE A NATION.N M D O TOUR CHILDREN ARE SACRED.save a life. save a nation. 194 new mexicans died last year in dwi-relatedaccidents. 25% of these fatalities occurred on tribal lands. nativeamerican deaths from alcohol-related crashes are more than twice ashigh as any other ethnicity in the state. and these accidentsdestroy the lives of families and children. drinking and driving is notonly a crime in new mexico, it is a killer. the new mexico departmentof transportation and your tribe are taking a tougher stand in the fightagainst dwi. if you drink and drive, you will be arrested.click here for campaign link-choose“community”

I care if you are in a drunkdriving crash tonight.A billboard campaign specific to Native American populations was developed featuring highlyrecognizable members of that community.

YOU DRINK. YOU DRIVE. YOU LOSE.N M D O Tclick here for campaign linkchoose“fire”another unique campaign focused attention onfemale drunk driving, an often overlookeddemographic in anti-dwi targeting. according tothe nmdot, nearly one quarter of dwi arrestsare women, and they account for 20% of alcoholinvolveddriver deaths. additionally, statisticsshow that in 2006 women in new mexicoengaged in more than 300,000 alcohol-impaireddriving episodes. in 2007, almost 1 in 20 femalebinge drinkers reported driving after drinking anaverage of almost six drinks. this is indicative thatwomen, too, are impacted by this crime. Vaughnwedeen Kuhn created a television, radio and outdoorcampaign that spoke directly to women.the message, simply stated, told women thattheir drunk driving destroys lives, and has farreaching consequences for both them andtheir families.

fighting more than just dwi.our summer advertising campaign always cover more than just fightingthe drunk driving problem. of course, a strong anti-dwi messageis always a key component, but as our 2011 efforts illustrate, there areother serious driving issues that need attention. the innocent victimsin drunk driving and other unsafe driving related crashes are oftenfamily members of the driver.this dynamic was the focus of our“whereare you?” campaign. when tomas fails to show up a family birthdayparty, it is the disappointment, worry and fear of his family thatprovides the emotional pull in this anti-dwi spot.click here for the campaign link-choose“where’s tomas?”

“where are you, mom?”distracted and aggressive driving continues to be a huge problem plaguing our streets andhighways.this issue is dealt with heartbreaking consequences in the recent television spot, part ofour “where are you?” campaign. often, traffic related crashes and the pain that follows, have adevastating effect on those not even in the vehicle.click here for the campaign link-choose“where’s mom?”

nighttime seatbelt usage was yet another area of focus for our“whereare you?”campaign. statistics show that drivers who may be wearingtheir seatbelts during the day, often neglect to do so after the sun goesdown. in thetV spot“where’s Joe,”the results of a deadly night crash areshown from the perspective of a softball team who grow concernedwhen one of their players doesn’t show up for a post-game gathering.Day or night, buckle upand stay alive.click here for the campaign link-choose“where’s Joe?”

Texting while driving is agrowing problem, especiallyamong young drivers.as smart phones become even more ubiquitous, the issue of texting behind the wheel ofa car will undoubtably remain a public safety issue. as part of our “where are you?”campaign, this issue was explored in a very dramatic fashion. when Brandon and Jessicafail to meet up with their friends on a summer afternoon, everyone is fearing the worst.and their fears are, unfortunately, justified. in addition to broadcast tV, a video was postedto Youtube that has generated 267,000 and a lot of conversation.click here for the campaign link-choose“where’s Brandon & Jessica?”and“teen car crash.”

Underage Drinking PreventionS TO P P I N G A P R O B L E M B E F O R E I T S TA R T S .statistics show that there is direct correlation between underage drinking behaviorand drunk driving occurrences later in adulthood. to help fight this problem, wedeveloped an ad campaign that specifically targeted teens. By utilizing a dynamiccombination of animated visuals, teen spoken voice over, and a rock soundtrack,we sought to speak to kids directly, in a way they were sure not to tune out.click here to see the campaign.

Reaching the teen audiencethrough new channels.aside from the traditional approach to our underage drinking campaign (television and radio broadcast) weexplored other means of reaching this highly savvy audience.two videos were developed as part of the campaignthat were distributed viaYoutube. Both videos were shot in a realistic manner using smart phone videocameras. they were presented as if they had been shot and posted by teens themselves. in one video,a drunk teen tries to perform a“Jackass”style trick at a party. Unfortunately, thing go horribly awry.click here to see the campaign.

A viral video successa secondYoutube video that was produced as part of our underagedrinking prevention efforts enjoyed even greater online acceptance.the video featured a number of drunk teens at an afternoon party,looking on as one of their highly intoxicated friends attempts adaring rooftop stunt. the video’s authenticity was so believable thatthe video was picked up as part of a“faiL”video compilation whichgarnered over 3 million hits. additionally, it also was picked up andincluded as part of an mtV produced series, extending our audienceinto the tens of millions.click here to see the campaign.

a sports theme was utilized for a recent fall adcampaign, taking advantage of the seasonalfocus on football. a series of tV spots werecreated that followed “Joe sixpack” as hecheers his favorite team at a sports bar.at game’s end, we see an intoxicated Joe tryingto decide if he should get behind the wheelof his car. three different conclusions werefilmed, showing the audience that throughdesignating a driver or calling for a cab, thereare alternatives to drinking and driving.click here to see the campaign.

R E S U LT Ssome things can’t be reversed. that is the message behind this award winningtelevision spot. often times, a decision to drink and drive has repercussionsbeyond anyone’s imagination. through a startling combination of specialeffects and a unique narrative, this point is driven home in a most dramatic way.Alcohol relatedtraffic deaths havedecreased nearly 40%.click here for the campaign link-choose“reverse”since Vaughn wedeen Kuhn began work on the anti-drunk driving campaign for the nmdot,new mexico has moved from number 49 on the nationwide list of unsafe state roadways, downto number 33. in 2004, there were 219 dwi related deaths on new mexico’s roadways; in 2011(unofficially) this number was reduced to 136-a 35% decrease. there has been an increased publicawareness of the many tactics used by law enforcement to combat the unsafe and illegal behavior,particularly the dwi program, which has a 90% retention rate among the public. state officials havevocally applauded the success of the campaign. peter olson, the communications director for thedepartment of public safety commented, “i think we have really increased awareness of the problemof drunk driving, and that has helped. ” new mexico dwi czar rachel o’connor said, “i thinknew mexico has been really vigilant in reducing dwi fatalities and there has been excellent publicawareness. i think the public now knows that it is not acceptable to drive drunk.”