The Colorado Department of Transportation wanted to get personal breathalyzer devices in the hands of all Coloradans. Problem was, most people had no idea what the devices were, how they worked, or just thought that personal breathalyzers were for drunks. So we created an awareness campaign with a clear objective – remove the stigma behind these devices and normalize their use to a wide audience by showing that every single type of Coloradan in every part of the state can benefit from using a personal breathalyzer.

The targeted headlines focused on a wide variety of Colorado-specific groups or individuals and were crafted – obviously – to quickly capture their attention while delivering an inside joke meant only for Colorado residents. By showing all different types of people, we showed that personal breathalyzers can be used by anyone.

We then partnered with local bars and restaurants to do breathalyzer giveaways and other events, driving awareness at an opportune time when people are already drinking and could most use the device. With table tents, posters, and other on-premise signage, our partners could get in on the fun of this campaign, too.

Next step is spreading the word in a fun, viral way on social media. We turned heads online when our local media influencers and partner brands changed their Twitter handle to show the world how much they blow, sparking a conversation with potentially hundreds of thousands more people than billboards ever could – and hopefully in turn starting a movement to get others in on the fun by changing their Twitter names, too.

On Snapchat, using geo-fenced targeted filters we got our fun and catchy message in front of even more people at various events across the state.

My roles:
Concept | Creative Direction | Copywriting