The High-Visibility Enforcement (HVE) media planner offers communication tools and templates aimed at informing the Hispanic community about the stepped-up national enforcement crackdown to arrest drunk drivers, particularly during August until Labor Day weekend. Ultimately, the goal is for the Hispanic public to reflect on the negative consequences so that they choose designating a sober driver or make other arrangements to travel safely if they have been drinking. This call-to-action is essential in reducing impaired driving within the community.
The campaign tagline is "Manejar borracho es un crimen. Serás arrestado.' (Drunk driving is a crime. You'll be arrested), and is supported by this planner's secondary message: "Tener problemas con la ley... sale caro." (Having problems with the law... is costly). The materials included in this planner emphasize that driving impaired is a serious problem; hence, the heightened enforcement efforts that increase the likelihood of people being caught and arrested if driving impaired. But the implication that an arrest has several - sometimes unforeseen - negative consequences seeks to dispel the wrong beliefs that driving impaired is not a serious crime, which is a problem in itself.
Given the diversity within the Hispanic community, the posters have been particularly designed as a three-prong approach: direct and simple, heavily-visual and humorous to tackle different perceptions on the issue of impaired driving.
This poster/print advertisement is simple and direct to the point by showing the picture of a policeman on a sobriety checkpoint approaching a driver. The text plays on a Spanish-idiomatic expression to reinforce the message that driving drunk will result in an arrest. Placement of this poster would be most appropriate in bars, restaurants or retail establishments that sell alcohol and publications to young Hispanic male adults, a point where they need to decide if it is worth the risk to drive impaired.
This poster/print advertisement is visually heavy, graphically illustrating the equation: "Buzzed or Drunk + Drive = Arrest" to convey the key message at a lower level of literacy. Placement of this poster would be most appropriate in places where Hispanics seek information and services in Spanish such as embassies and consulates, health clinics, doctor's offices, local convenience stores, or community centers.
Using humor to break through the communication clutter, this poster shows a cookbook recipe with ingredients and instructions to being arrested. Placement of this poster would be most appropriate in establishments where alcohol is served and in places frequently visited by young Hispanics, such as street fairs, concerts, dancing clubs, bars and restaurants.