Case Study: North Carolina Department of Transportation boosts anti-drunk-driving recall with French West Vaughan

NCDOT boosts ad recall with French West Vaughan; creative ranks in the top 18%

The North Carolina Department of Transportation (NCDOT) faced the challenge of creating a campaign to reduce drunk driving, the leading cause of roadway deaths, specifically targeting bar-going patrons. They engaged the vendor French West Vaughan for its creative marketing, paid media, and influencer marketing services to develop an impactful solution.

French West Vaughan developed the "Booze It & Lose It" campaign featuring Billy the Buck, a character designed to offer sober advice in bars. The resulting creative performed exceptionally well, ranking in the top 18% of all ads measured—twice the industry standard—and over one in three respondents could recall the brand unaided, successfully capturing attention and changing behavior.

North Carolina Department of Transportation (NCDOT)