Minnesota Department of Public Safety

The DPS wanted emotional, visceral messages that could break through driver apathy regarding the risks of unsafe driving. My campaign was hard-hitting in more ways than one.

Outdoor boards used dramatic images of smashed-in vehicles. TV spots literally put viewers in the driver’s seat during the aftermath of a crash.

And radio spots featured chilling monologues by a mortician, a paramedic and a lawyer, each telling their story of “what happens to you after you’ve had an auto crash.”