Best Non-profit Online Video

In the summer of 2021, Virginians were getting vaccinated, COVID restrictions were being lifted, and people were heading back to bars. The Washington Regional Alcohol Program wanted to run a campaign encouraging men between the ages of 21 and 34 to not risk getting a DUI after spending time drinking. Based on research showing that men in this age cohort value being seen as mature, capable adults, we created a campaign reminding Virginians that if they’re old enough to drink, they should act like it and not drive under the influence. In other words—drinking and driving is just not something that grown-ups do. In addition to other assets, we created a comedic 30-second video featuring two men—and one man-baby—enjoying a night out at the bar before broaching the subject of how to get home. The video ran on broadcast television, social media, and streaming services like Hulu and Roku, generating a total of 3.31 million views and 2.99 million video completions, a VCR of 90.71%.

Contributors:

Partner:	Will Taliaferro
Creative Director:	Ben Hawkins
Associate Creative Director:	Jose Fernandez
Associate Creative Director:	Laura Orozco
Director of Photography:	Dean Alexander
Production Manager:	Debbie Ashpes
Production Manager:	Timmi Wolff
VP Project Management:	Alaina Goff
Producer:	Josh Steiner
Designer:	Stephen Henderson

GMMB

Website: https://www.gmmb.com/

Location: United States

About the Agency:

GMMB is an agency on a mission. We got our start helping great candidates win tough elections—and three decades later, we’re still delivering. But the issues we care about aren’t solved in November. So, we became more than just another political shop. We bring our campaign-trail mindset and ability to hone a message to elevate policy discussions, grow movements, and advance issues year-round. From electoral politics, education, and healthcare to global development and the environment, we are experts who work across disciplines to win—and get real results.