Act Like It

Washington Regional Alcohol Program (WRAP) is an award-winning public-private partnership working to prevent drunk driving and underage drinking in the Washington-metropolitan area.

In the summer of 2021, Virginians were getting vaccinated, COVID restrictions were being lifted, and people were heading back to bars. WRAP wanted to run a campaign encouraging men between the ages of 21 and 34 to not risk getting a DUI after spending time drinking. Based on research showing that men in this age cohort value being seen as mature, capable adults, we created a campaign reminding 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. In addition to other assets, 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.

From concept to shoot day, I worked closely with my team to create storyboards and the overall visual set and costume design. I collaborated with the production team and director to ensure overall vision and tone of the messaging were executed well. Also, I directed our in-house design team to create all promotional assets to tie closely with the video.

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%.