Challenge /
Every summer for 100 days, the NMDOT and law enforcement concentrate on reducing driving-related fatalities in these three key areas: drunk driving, speeding and seat belts. They needed a campaign for their 100 days initiative that could communicate to motorists the dangers of these three behaviors.

Key Insight /
These outdoor boards would be seen by people potentially engaging in the very behavior NMDOT was trying to change. Therefore, we designed the boards to show the consequences of these behaviors directly from their perspective – from the perspective of a driver.

Solution /
Three-dimensional outdoor boards designed to dramatize the consequences of not wearing a seat belt (being thrown from your vehicle), drunk-driving (being pulled over) and speeding (losing control of your vehicle and hurting others).

Results /
33% drop in driving-related fatalities from the previous year

Awards /
2) 2011 National OBIEs