Act Like It

Challenge: WRAP wanted to run a campaign encouraging men between the ages of 21 and 34 not to risk getting a DUI after spending time drinking. Based on research, men in this age cohort value being seen as mature, capable adults, so the goal was to lean into that emotion.

Strategy: This campaign reminds Virginians that if they’re old enough to drink, they should act like it and not drive under the influence. In other words—drinking and driving is just not something that grown-ups do, but immature people do. We leaned into the humor by having our lead, who wanted to drink and drive, act like a baby to show how silly they were being. Being this the third year of the campaign, we created a comedic 30-second video featuring two men—and one man-baby—enjoying a night out at the bar before broaching the subject of how to get home. Alongside this video, social assets and a landing page were created to carry this message.

Results: The video ran on broadcast television, social media, and streaming services like Hulu and Roku, generating a total of 3.31 million views and 2.99 million video completions, a VCR of 90.71%.