Problem
Despite years of impactful campaigns aimed at curbing impaired driving, unfortunately, MADD’s message still isn’t getting through to some people.
Insight
If the consequences to your own life aren’t enough to prevent you from driving impaired, perhaps getting a glimpse at the devastating impact it could have on your family would persuade you to reconsider getting behind the wheel impaired.
Solution
In order to tell the heartbreaking story of a family torn apart by impaired driving they turned to the “Baby on Board” of their day—the stick figure family. They brought their emotional stories to life in TV, print and on the vehicles of MADD volunteers via personalized stick family decals featuring tombstones to represent loved ones taken by impaired driving.
Results
Top news story on all of the city’s major TV networks.
Sparked conversations across multiple social media platforms and calls from politicians to stiffen impaired driving laws.
In the first week, MADD Edmonton was bombarded with orders for stick family decals from people wishing to support the organization’s cause.
Three weeks after the campaign’s launch, the provincial government tabled a bill to toughen impaired driving penalties. Coincidence? Absolutely.
