DRIVE SOBER

OR

GET PULLED OVER.

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PSA STYLE FRAMES DESIGN

DESIGN BY RUI WANG

OVERVIEW

PROJECT DESCRIPTION

PSA design for the National Highway Traffic Safety Administration (NHTSA).

GENERAL INFO

The National Highway Traffic Safety Administration (NHTSA) is an agency of the U.S. federal government, part of the Department of Transportation. NHTSA was founded in 1970. It is responsible for keeping people safe on America’s roadways. The mission of NHTSA is to “Save lives, prevent injuries, reduce vehicle-related crashes.” NHTSA works to eliminate risky behaviors on our nation’s roads. (Drunk Driving, Drug-impaired Driving, Distracted Driving, Drowsy Driving, Speeding, and Seat Belts)

KEY FACTS

Drunk-driving crashes claim more than 10,000 lives per year.

220 children 14 years old and younger were killed in a drunk-driving crash in 2017 — one in every five children who die in a traffic crash.

One person is killed about every 50 minutes in a drunk driving crash.

Just one drink before driving can put you and others in danger because alcohol impairs thinking, reasoning, and muscle coordination.

If you drink and drive, you won’t get hit with a yellow flag; you'll get pulled over, arrested, and prosecuted.

A DUI (Driving under the influence) can set you back, on average, $10,000, and there could be a crash — people could get hurt or killed.

In 2010, the most recent year for which cost data is available, these deaths and damages contributed to a cost of $44 billion that year.

NHTSA, under the leadership of Secretary of Transportation Elaine L. Chao, demonstrates its commitment to eliminating drunk driving through public awareness campaigns and state safety grant programs.

“Drive Sober or Get Pulled Over” is a famous American drunk driving campaign.

OUTCOMES

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STYLE FRAMES (1920 X 1080)

Making the right decision and getting home safely is a responsibility to yourself and the people around you. The project will tell the story of the driver who made the right decision while driving and finally got home safely.

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SOCIAL MEDIA PLATFORM LAYOUT (1080 X 1080)

PROCESS

CONCEPT

The concept comes from the NHTSA'S Campaign called "Drive sober to get pulled over." Making the right decision and getting home safely is a responsibility to yourself and the people around you. The video will tell the story of the driver who made the right decision while driving and finally got home safely. Its style will be a combination of concise texts and shapes. The color palette will be mainly black, white, and bright orange. The concept is to remind drivers to drive safely through a series of severe consequences caused by drunk driving. Someone is looking forward to your safely get home, so do not drive under the influence.

TONE OF VOICE

Concise; Geniality; Serious.

MOOD BOARD

TYPOGRAPHY EXPLORATIONS

TYPOGRAPHY EXPLORATIONS