Stop drunk driving with... text messaging? That’s exactly what the South Dakota Department of Public Safety is doing. In a new multi-media campaign launched in March, residents of the state can now use their mobile devices to receive text messages on Sobriety Checkpoints in their county and taxi phone numbers. The DPS hopes to reduce driving while intoxicated and fatalities.
Text messaging ties together Lawrence and Schiller’s media campaign elements with a call to action. Other elements of the media mix include TV, radio, outdoor advertising and messaging in South Dakota bars. Revolving around the idea of ‘Act Civilized,’ the campaign versus media mix takes a different approach to the usually serious marketing of intoxicated driving, comparing primitive species to those who drive intoxicated.
In 2007, 42.5% of all South Dakota traffic fatalities were alcohol related. According to Lawrence and Schiller, only two months into the media campaign, more than 2,000 residents had signed up for the text messages and South Dakota bars have provided positive feedback. I believe consumers view ‘Act Civilized’ as a valuable resource because text messaging is convenient for them and a part of their everyday lives.
Sign up to receive the text messages at www.actcivilized.com.
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