Ask

Wyoming's roads are long and open, and they can be unforgiving. The Wyoming Department of Transportation needed its DUI-prevention campaigns to reach drivers across a large, rural state with very different communities. That included the Eastern Shoshone and Northern Arapaho people of the Wind River Reservation. The messages had to be direct enough to change behavior and respectful enough that people would actually listen.

Solution

I know these roads well from years of driving to Wyoming's climbing destination, so helping keep them safe has been an honor. I concepted and wrote seat belt and anti-DUI campaigns that spoke to Wyoming's sense of identity and self-reliance instead of lecturing. For the billboards made for the Wind River Reservation, I tailored the message to the community's own culture and values. That work gave me a real look at how the people who live there think about family, responsibility, and one another.