California Highway Patrol: Anti-DUI PSA Campaign

The California Highway Patrol needed a PSA campaign that would make drivers think twice about driving under the influence. The goal was to create ads that were shocking enough to cut through, but also relatable, showing how a DUI impacts not just safety, but reputation and everyday life.
- Developed the creative concept for the “shocking impact” PSA to grab attention immediately and provoke reflection
- Wrote the copy for the “embarrassment” PSA, highlighting the unexpected, personal consequences of getting a DUI
- Balanced serious subject matter with accessible messaging to resonate with a wide audience
- Directed creative tone and storytelling to ensure the message was memorable, clear, and impactful
We created two distinct spots for the campaign:
1. Shock PSA
  Concept-driven, this ad used jarring, attention-grabbing imagery to stop viewers in their tracks and force them to consider the consequences of impaired driving.
2. Embarrassment PSA
  A more grounded, relatable execution that dramatized the ripple effects of a DUI — from court appearances to public shame — reminding viewers that beyond legal penalties, a DUI can simply be humiliating.
The campaign delivered memorable, attention-grabbing PSAs that expanded the way audiences think about impaired driving. By combining shock value with relatability, CHP gained a toolkit of creative designed to deter risky behavior from multiple angles.

The Challenge