Cool Marketing Thoughts

It’s not the first time MADD, Mothers Against Drunk Driving, steps out of the shade with a touching campaign. They’ve ordered the Calder Bateman Communications agency again to come up with something catchy and I must say they did their work pretty good. I like the remarkable use of a simple media to make a statement eye-catching enough to create the desired effect and impact. I’ve said it before, if you want to reach youngsters/drivers at their most critical point for a D&D campaign, you’ve got to aim for the place where they take their last stop before heading home. 9 out of 10 times that’s the toilet, especially when they’ve been drinking. Interesting angle in this campaign is that MADD doesn’t target the drunk driver (he’s too wasted to understand it anyway). No, MADD aims for the ’social’ factor: the friends. Stand up for your mate if you want to see him/her alive again. Don’t let them leave drunk. Or else…

Copy: “If you don’t stop your friends from drunk driving, something else will.”
Agency: Calder Bateman Communications

Other MADD campaign on Marketing Thoughts:

• MADD Grad Student

via BriefBlog | Houtlust