Since 2022, we have been supporting the Krzysztof Gmyrko Sobriety Foundation in the implementation of the annual “I Am Driving, I Am Sober” campaign. In addition to the foundation, the organizers of the campaign are the Silesian Voivodeship and the Regional Social Policy Center of the Silesian Voivodeship, with the substantive partner being the Silesian Police.
The campaign aims to raise awareness among drivers and their surroundings about the dangers associated with driving under the influence of alcohol and other intoxicants, as well as to raise awareness of the importance of reacting to such behaviors.
2022 EDITION
EFFECTIVENESS
Content from the “I Am Driving, I Am Sober” channels (Facebook, Instagram, YouTube) promoted within the Silesian Voivodeship
TOP POSTS
The monthly campaign was carried out on social media using various forms of presenting content. Publications appealed to emotions and encouraged reactions – storytelling posts raised awareness among recipients that similar stories could happen to them as well.
The produced spot featuring ambassador Bartosz Waga achieved a high retention rate on YouTube reaching 97.2%.
The key storytelling element was the stories of three personal relationships (brothers, friends, marriage) from two perspectives – close and perpetrator. Each story illustrated the weakness associated with lack of reaction (close) and the decision to drive under the influence (perpetrator), as well as the emotional loss resulting from these weaknesses.
In the next stage, we prepared a post with specific types of individuals unsuitable for driving vehicles. The publication encouraged reactions and showed how to do it effectively, also drawing attention to the fact that even a small dose of alcohol or a hangover is also a condition that excludes the possibility of driving.
In the context of the holiday season, we also prepared RTM posts referring to the main message of the campaign.
As part of the summary, we produced a report from the “Sober Morning” – an action organized jointly with the Silesian Police involving testing the sobriety of drivers. The NGAGE team supported Imago PR specialists in media relations activities, thanks to which the message also reached mass media, including the main edition of TVN’s “Fakty” news program.
The “I Am Driving, I Am Sober” campaign (2022 edition) was awarded in the PR Wings competition, organized by the Association of Public Relations Agencies, for the best communication projects in Poland in the category of “Communication in Social Media and Influencer Marketing.” This is the first award for this campaign promoting sobriety behind the wheel, which has been running for over 20 years.
