West Virginia Drunk Driving Awareness Campaign

Role: Copywriter

Insight: Statewide, alcohol was a stated factor in nearly one out of every four traffic fatalities in 2017, claiming 72 lives. This problem has not gone away since and an needs attention drawn to it.

Direction: “Country Roads Don’t Always Take You Home” is a way to draw attention to the problem with a twist on one of West Virginia’s State Songs “Take Me Home, Country Roads” by John Denver. It can draw a personal connection to the residents of the state and make an association with the popular song, so that when they hear it especially when out at a bar, they make the connection to get home safely.

*SPEC WORK*