NDDOT Highway Safety Division

Analytics + Branding + Creative + Digital Marketing + Media + Pubic Relations + Social Media + Strategy

Key Takeaways

Overview

Impaired driving is a major factor in crashes and fatalities across North Dakota. In 2019 alone, 42% of fatal vehicle crashes on state roads involved an alcohol-impaired driver. Because these tragedies are preventable, NDDOT, through Vision Zero, created a solution-focused initiative to make sober rides more accessible by offering rideshare vouchers during high-risk holidays and events.

NDDOT partnered with us to build a brand people would recognize instantly as a sober ride option. The result was ND Sober Ride, a clear name with a straightforward message and an icon that made planning a sober ride simple and visible.

Challenge

Impaired driving has been a long-standing and deadly issue in North Dakota. NDDOT asked us for a strategy that informed and motivated people to make life-saving choices in critical moments. The challenge was building a recognizable brand and campaign that encouraged sober driving, reduced impaired driving crashes and built trust with audiences statewide.

Strategy & Approach

We created a brand platform rooted in clarity and personal responsibility. The ND Sober Ride name and icon established a simple, immediate way for people to choose a sober ride instead of driving impaired.

From there, we built a comprehensive outreach strategy grounded in research-driven targeting, compelling creative and coordinated media. Paid media, earned media, organic social and sponsor partnerships worked together to deliver consistent reminders that ride-hailing vouchers were available during times when overindulgence is most likely. NDDOT reinforced the program through the Vision Zero website and ongoing communication across channels.

Sponsors were essential to making sober rides available. We worked with NDDOT to integrate sponsor support into campaign elements, seasonal pushes and community outreach, ensuring partners were acknowledged across all channels while expanding program reach.

Execution

ND Sober Ride launched in 2021 with strong visibility across radio, social, digital and earned media. Voucher campaigns were activated during holidays and events when impaired driving risks increase. Messaging stayed simple and steady: plan ahead, choose a sober ride and keep North Dakota roads safe.

Creative elements and media placements were continually optimized using performance data. Program visibility grew through targeted digital tactics, social campaigns, strategic partnerships and steady organic content supported by Vision Zero and sponsor collaboration.

Results

Since the launch in March 2021, ND Sober Ride has delivered measurable statewide impact:

0 ,000

digital clicks, nearly four times the KPI

0 ,913

Snapchat swipes, over three times the KPI

Through coordinated partnerships, targeted outreach and high-performing creative, more North Dakotans are thinking about the impact of their choices and taking responsibility for safer roads by choosing to always have a sober ride.

Summary

ND Sober Ride started with a simple goal: make it easier to choose a sober ride. With a clear brand, targeted media, strong partnerships and thoughtful execution, this solution-focused program is helping reduce impaired driving and contributing to a meaningful statewide decline in fatalities. As the program continues to grow, its impact grows with it, making North Dakota roads safer for everyone.