As design can drastically affect the way a story is perceived, we wanted to use every tool in our box to communicate the STOP-DWI Foundation’s message in an effective way.
To appear more approachable and avoid the scary motifs that saturate typical marketing around this type of program, we pitched a loose and sketchy illustrative style with a vibrant color palette. This aesthetic would easily translate across campaign assets, including shareable videos for social media, a practical checklist and flowchart for anyone planning to party, printed informational brochures, and a video about the program’s historical success.
For the videos, the style we used made the message even more powerful. The animation leveraged organic line work to give objects an interesting painterly effect. This helped add an unsteadiness that simulates the effects of being under the influence, while also conveying that this story is dynamic and ever-changing based on the risks and decisions that happen in such moments.
This creative approach made the content both informative and visually engaging while empowering the audience to make the right choices. Most importantly, it positioned the STOP-DWI Foundation as a helpful resource—not a scolding authority figure—across all channels.