Case Study: Wyoming Department of Transportation reduces impaired driving risk with Heinrich’s What’s Riding On It campaign

Wyoming Department of Transportation drives 52 million impressions with Heinrich

The customer, the Wyoming Department of Transportation, faced a severe drunk driving crisis, with the state having the nation's highest rate of alcohol-related traffic deaths. Many residents underestimated their impairment, creating a culturally tolerated behavior. The vendor, Heinrich, was enlisted to create a campaign to increase awareness and reduce incidents.

Heinrich conducted statewide listening sessions to identify key motivations, then developed the "What's Riding On It" campaign, featuring a catchy jingle across video, radio, digital, and out-of-home media. The solution focused on personal stakes like family and freedom. Heinrich's campaign generated 52 million impressions, successfully raising statewide awareness.

Wyoming Department of Transportation (wydot)