CA Dept. of
Boating & Waterways
“Drunken Idiots”

In the spectrum of social marketing, not only are you up against every social issue that is more “above the fold” than your issue (housing market, the recession, gas prices, global warming, etc.), you are also challenging habitual human nature. Capturing insights can, as it did for us, lead to very high levels of awareness and increases in intent to change behavior. Pinning these issues on “the other guy” has helped DBW maintain its position as a viable social issue as well as, and most importantly, save boaters’ lives.