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Highway Safety, Communication collaborate on
"Don't Wreck the Holiday" campaign

ITD's Office of Highway Safety and Office of Communication collaborated recently on an impaired driving campaign that will bring 160, 30-second Public Service Announcements (PSAs) to television sets around the Gem State during the holidays through a partnership with KNIN Channel 9 (FOX in the Boise market). The campaign also targets social media, so Facebook messages also will highlight the "Don't Wreck the Holidays" effort.

"The campaign has a simple message, a call to action, and clearly spells out the consequences," explained Office of Highway Safety Impaired Driving Program Manager Mary Burke.

The work began several weeks ago when Reed Hollinshead, Mark Hall and Pauline Davis met to brainstorm some campaign ideas. Burke and Dave Tuttle were brought into the mix several days later, and a radio script was hammered out, as were visuals for the ads and a tagline that KNIN will use at the end of the PSAs.

Hall's mother is the "gramma" in the ad, and Tuttle and Hall went to the Old Penitentiary in Boise to produce the other photo.

Highway Safety and Communication met in late September to better strategize these campaign efforts, and allow more lead-time to develop concepts.

"This represents the first step toward that goal," said OHS Manager John Tomlinson.