MISSOURI DEPARTMENT OF TRANSPORTATION

The Challenge:
MoDOT works tirelessly to keep Missouri roadways safe with advertising efforts focused on eliminating the reckless driving habits that overwhelmingly contribute to crashes. Two major factors continue to be a problem: not wearing a seatbelt and using the phone while driving. How could we express the seriousness of these actions in a way that would resonate with drivers, leading to behavioral change?

Our Solution:
A campaign centered around the devastation caused when one doesn’t make it home because of a poor choice behind the wheel.

Our Execution:
Our team developed a concept that would resonate with a broad audience and tug at the heartstrings of anyone who has waited excitedly for someone to get home for a celebration. This family’s excitement is palpable as they text Dad, who is pictured driving - and replying. Paired with a somber music bed, a darkening room, the dreaded knock at the door and a uniformed officer, the viewer realizes Dad is not coming home…because of a text. Each element of the campaign evokes this same emotion with subdued lighting, shocking moments and grief-stricken faces.