After decades of progress, alcohol-related fatalities had plateaued. The problem? No one intends to drive drunk. So, we removed the option altogether—reaching people before the first sip. Because you can’t drive drunk if you don’t drive there.

Partnering with Uber and MADD, we launched DECIDE TO RIDE, a national campaign that made safer choices the easy choice. With in-stadium signage at 27 NFL stadiums, TV billboards reaching 113.8M viewers, and amplification from 17 teams and players, the message hit home. On the ground, 340 activations drove real action, with 15K+ consumers engaging in year one.

Less talk. More action. A real step toward ending drunk driving.