The Texas Department of Public Safety (DPS) is a state agency in Texas, United States, responsible for various law enforcement and public safety functions.
The Ask
This passion project was conceived with the goal of launching a compelling campaign aimed at young adults to cease texting while driving. Leveraging the Texas Department of Public Safety's successful history of employing humor to effectively convey messages, I found it fitting to infuse this creative concept with a similar tone to establish a resonant connection with our target audience.
The Insight
The creative concept presents visuals portraying individuals engaging in unconventional activities within a car setting, such as grilling, painting or reading a book. The intention is to draw a compelling parallel between these seemingly absurd activities and the act of texting while driving. The underlying message resonates: just as these activities appear unconventional and impractical, so does the act of texting behind the wheel. By highlighting the commonality of requiring only one hand for these activities, mirroring the common practice of texting, the campaign emphasizes the universal distraction posed by such behaviors.