Rhode Island Department of Transportation
Is it possible to reverse a deadly and disturbing trend?
Faced with an increasing number of alcohol-impaired traffic accidents (including nearly 80 deaths), the state of Rhode Island decided in 2017 to embark on a robust integrated marketing campaign to raise awareness of the issue and to influence behavior in a way that would improve these tragic statistics.
Focus on the “ripple effect” of drunk driving accidents… the way the pain and suffering affect numerous people and last forever. Courageous “everyday” individuals — parents, friends, first responders — shared their own stories about how their lives were impacted by a drunk driver, and how they continue to be impacted every day.
Our number-one goal was achieved. In 2018, Rhode Island saw impaired driving related deaths decrease by over 30%, from 84 deaths in 2017 to 58 deaths in 2018.
Home to a wealth of videos, statistics, and resources, the campaign microsite is an eye-opening overview of what the “ripple effect” really means.
Home to a wealth of videos, statistics, and resources, the campaign microsite is an eye-opening overview of what the “ripple effect” really means.
Bars and clubs used these coasters to remind customers to not drink and drive.
Transit advertising offered a particularly relevant way to reach drivers and pedestrians.
Transit advertising offered a particularly relevant way to reach drivers and pedestrians.