Video PSA 1
Department of Transportation & Public Facilities, Alaska Highway Safety Office: Superhero – Designated Driving Social Norms
Project Description: Alaska continues to experience high rates of impaired-driving related fatalities, especially among males ages 21-34 living in Anchorage and Kenai demographic areas. To reach this audience, we developed a video concept using a blatantly quirky and humorous display of a “superhero,” a character who is committed to and enthusiastic about his responsibilities as a designated driver. By showing the parallels between the responsibilities of being a superhero and being a designated driver, we’re conveying that while this role may sometimes feel like a sacrifice, it’s worth the reward: knowing that his friends make it home safely for the night. We ran and continue to run this video on NFL and college football, Iron Dog, NBA and NBA March Madness, and NHL programming. To better reach the audience in areas with the highest impaired-driving-related fatality rates, we allocated a greater percentage of the statewide campaign’s digital budget to the Anchorage and Kenai demographic areas and geofenced events with alcohol, such as Wolverines and UAA hockey games and the Kenai Peninsula Fair. Digital media channels continue to receive exceptional engagement rates and social share. Filming and video production were negotiated as a no-cost, value-added benefit for a statewide television media buy. Project management, messaging strategy/copywriting, and creative direction were the only, and minimal, costs conferred to the client, and did not exceed $5,000.
Project Team
- Project Lead: Kelby Holtfreter Murphy
- Traditional Media Strategy: Teresa Curran
- Project Support and Digital Media Strategy: Adam Godfrey
- Creative Concepting: Jack Sheppard, Erin Torgerson
- Creative Direction: Sam Irwin
- Filming and Video Production: Syntax Productions