Case Study: California Highway Patrol reduces DUI risk with RIESTER's hangover-focused prevention campaign

California Highway Patrol reframes DUI prevention with RIESTER as fatalities fall 4.5%

The California Highway Patrol faced the challenge of reducing alcohol-impaired driving, as traditional scare-tactic marketing campaigns had proven ineffective with their target audience. The agency partnered with the vendor RIESTER to develop a new strategy that would resonate with young drivers.

RIESTER developed a campaign that reframed the consequence of drinking by focusing on the relatable experience of a hangover as a badge of honor for making it home safely. The solution used playful creative across multiple media channels. While the full results are noted as coming soon, the campaign was implemented to shift perceptions and encourage the use of designated drivers.

California Highway Patrol