I Take It Personally Campaign

About the Program

Category: Criminal Justice and Public Safety (Best in Category)

Year: 2018

"Despite progress in reducing impaired driving, young adult drivers 21-34 remain a particularly high-risk group for involvement in impaired-driving-related crashes,” states a 2017 NHTSA report. Researchers conclude that, “the most significant risk factors were the amount of alcohol consumed and whether obviously intoxicated customers continue to be served.” The Department of Liquor Control (DLC) partnered with the Public Information and Police Departments to create a campaign targeting young adults and alcohol servers with personal responsibility messaging. The I Take It Personally campaign discourages drunk driving, over-consumption and over-service of alcohol. The ads also offered codes for reduced cost safe rides with Lyft and Driver. Five ads ran on 40 busses and 10 bus shelters throughout the summer of 2017. A police poster created in English and Spanish discouraged impaired driving. Bars and restaurants received tools with messaging. The campaign was kicked off with a press conference and a social media movement using #ITakeItPersonally and received positive feedback with high visibility ratings. Paid for with a grant applied for by the DLC, the I Take It Personally campaign promoted a cultural shift towards personal responsibility and worked to increase the safety of all residents on our shared roadways.