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Wyoming Governor’s Council on Impaired Driving

Wyoming Governor’s Council on Impaired Driving

You ever try to tell a cowboy what to do? They don’t like it one bit. So when the state of Wyoming asked us to help reduce impaired driving, we knew finger-wagging and scare tactics wouldn’t work.

TV Spot

Our strategy flipped the script. Instead of telling people not to drive impaired, we celebrated driving sober as a statement of personal strength and independence.


We used social and web video to give real Wyoming residents the chance to stand up for the local roads that mattered to them.


Paid media reinforced our message on the roads and in liquor stores, reminding young men that driving sober is evidence of personal and state pride.


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