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WYGCID's website needed to explain DUI laws, BAC, ignition interlocks, and safe ride options clearly and completely. The catch: Wyomingites don't appreciate being nagged. Copy that sounded like a lecture would lose the people who most needed to hear it. The site had to be informative without finger-wagging.

Solution

I wrote the website (and video hosted on the site featured below) to talk with Wyomingites, not at them. The mission line sets the tone: "We're not telling you not to drink… we're just asking you not to drive." Hard facts get a straight, plain-spoken frame: "The odds you don't want to play." Practical sections like "Plan Ahead. Don't Drive Impaired." point people to safe rides and resources instead of scolding them. The site closes on state pride rather than fear: "We have a good thing going in Wyoming. Let's protect what we have." The result is a serious public-safety message that respects its audience's independence.