Every 90 seconds, a drunk driver injures someone – themselves, their passengers or pedestrians.

To encourage New Yorkers to think twice and not drink and drive, we partnered with the NYC DOT to create a yearlong integrated communications campaign to discourage drinking and driving among young adults ages 21-34 making-up over 60% of fatal crashes.

Research concluded making the right “choice” overlaid against consequences of safe and unsafe options at key decision points resonated.

Versus other campaign concepts tested, the “Choices” positioning proved to be most effective across all metrics: “attention-grabbing,” “relevant” and “believable.”

Most of the concepts illustrate a story of an individual after a night out drinking and poses the question “Where to?” showing the protagonist has a choice to make. It was the prerogative of each person to make the good or bad choice and either benefit or suffer from the consequences.

Paid, earned and owned media was deployed throughout NYC targeting our key demographics at relevant moments, encouraging them to make the right choice – before and after a night out.

The campaign was a yearlong effort with heavy-ups during key periods; NCAA Final 4, summer holiday weekends, spring break and New Year’s Eve.

The tactics included sports radio and in-stadium sponsorships, in-cinema advertising, Taxi TV, out-of-home, coasters in bars, a microsite and an app.

In total, the campaign generated almost 500 million impressions worldwide.

DWI-related fatalities in NYC declined through 2014 and are on track to be 65% lower by the end 2015 compared to 2013.

The “Choices” campaign included paid, earned and owned media. Reaching young adults at relevant points in time when they need to make a choice before and after a night out.

Venues included in-stadium and radio sponsorships such as the Yankees, Mets, Cyclones, Nets and NCAA basketball.

As a “point of sale” tactic, branded coasters were distributed during key periods (NCAA, spring break and holiday weekends). In-cinema advertising was used to supplement the plan.

A site and app “Get BAC NYC” launched, allowing users to estimate blood alcohol content and find a safe way home by taking public transportation, car services or texting a friend.

At the last minute, we were presented with an out-of-home opportunity in Times Square on New Year’s Eve for 4 hours, reaching 1.4 million people in attendance and a worldwide television audience. The programming included facts, quizzes, messaging to download the app and an Instagram feed which people “tagged” themselves using the hashtag #getBACnyc.

The “Choices” campaign generated a significant amount of coverage in paid, earned and social media.

In total, the campaign has generated almost 500 million impressions both online and offline.

In New York City, DWI related fatalities declined through 2014, and is on track to be approximately 65% lower by the end of 2015 compared to 2013.

With police enforcement,and public awareness up city-wide, we are helping to make New York City’s streets safer – for pedestrians, cyclists and drivers alike.