Mothers Have a New Campaign Against Drunk Driving

In 2000, The Economic Impact of Motor Vehicle Crashes put out a remarkable stat that stated, “Every minute, one person is injured from an alcohol-related crash” (via MADD). Interestingly enough, that stat only tells the beginning of the story and rarely translates much about what happens as a result. With information such as that and much alike, the folks at Mothers Against Drunk Driving (MADD) in the Emonton, Canada area took action. The Irving, Texas based non-profit organization has worked to instill a stricter alcohol policy and prohibit drunk driving since 1980 and now has a print campaign and video to get their message out.  Working with the Canadian full service agency FREE (formerly McRobbie Optamedia), MADD was given the Stick Family Campaign. In the new endeavor, MADD shifts focus from drunk drivers and focuses on the family of those affected. The campaign makes use of the decal stick figures you find on the back of vehicles and animates them to illustrate what happens after a tragic event has occurred. What makes this an interesting campaign is that when we tend to think of drunk driving we usually reference the driver and the person injured, this campaign makes you take into consideration the relatives who lost a loved one. The campaign is designed to make you think critically about a serious situation because, as the commercial shows, it has long and devastating effects.

MADD Edmonton & Area: Stick Family Campaign

MADD Edmonton & Area: Stick Family Campaign images: Ads of the World
MADD Edmonton & Area: Stick Family Campaign video: FREE Vimeo Channel


2 Responses to “Mothers Have a New Campaign Against Drunk Driving”

  1. February 23, 2012 at 2:32 PM

    Thanks for the post! MADD’s cause is one that we hold very near and dear to our hearts. The further we spread their message, the more likely we are to persuade people who are impaired to think twice before getting behind the wheel. Thanks for sharing our campaign and helping MADD prevent more senseless tragedies.

    • February 23, 2012 at 3:05 PM

      Of course! You and the FREE team did an exceptional job at creating a seemingly simple campaign that evokes a great deal of meaning. I’m sure the work will add to the mission and contribute to prevention. I look forward to catching up on the results of the campaign.

      Glad you liked the entry Mr. Royan!

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