AD COUNCIL NHTSA CAMPAIGN

In collaboration with the Ad Council and the National Highway Traffic Safety Administration (NHTSA), our team launched a series of PSAs aimed at discouraging cannabis users from driving while high. Part of the Drug-Impaired Driving Prevention campaign, initiated in 2019 to address safety concerns amidst increasing cannabis legalization, the campaign targets young men who often underestimate the impact of cannabis on driving. Avoiding traditional scare tactics, the campaign instead emphasizes relatable scenarios: in one spot, we depict friends abandoning a camping trip due to being too high to drive, opting to camp on a lawn instead. Another spot features a partygoer breaking character to remind viewers not to drive high. Each ad concludes with the message, "If you feel different, you drive different," stressing the illegality and dangers of driving under the influence of cannabis. The campaign spans TV, digital video, radio, OOH, digital banners, and print media, leveraging The Ad Council’s donated media model to reach a broad audience nationwide.

Agency: Madwell
My Role: Agency Producer and Program Manager.
Collaborators: CJ Thomas (Creative Director), Alex Rhubart (Associate Creative Director - Art), Laura Munoz (Senior Copywriter), Keisy Bisono (Group Account Director), Kristen Paterno (Director), Jenita Spiritovic (Executive Producer), Isaac LeFevre (Producer), and Amilcar Gomes (Director)