The Bernalillo County Department of Behavioral Health Services and the DWI Planning Council launch a new DWI campaign capitalizing on nostalgia and reality, titled Game Over. The campaign is aimed to curb drunk driving among young people ages 21-35 within the county.
Bernalillo County partnered with Lavendr, a new local ad agency, to create a campaign that would capture the attention of millennials and Generation Z. To achieve this, Lavendr drew inspiration from new TikTok trends, along with troupes from video games that were popular during childhood, with the intent of introducing a new approach to a DWI public services announcement that leans on familiarity. The result is a rather out-of-the-box video game inspired campaign that allows one to choose between option A and option B. The campaign will include television, radio, billboard, digital advertising, and social media promotions.
The project was funded by liquor excise taxes through the State of New Mexico Department of Finance and Administration – DWI Distribution Grant. The dollars generated from the tax comes from New Mexico retailers and consumers purchasing alcohol.
Click here to view the campaign.