In 2015, Colorado enacted a law that makes an individual’s fourth Driving Under the Influence (DUI) arrest automatically eligible for a Class 4 felony conviction. Acting on a request from the governor, the Colorado Department of Transportation (CDOT) assigned CIG the task of developing a cohesive awareness campaign about the new law and DUI consequences.
It’s a popular misconception that only certain people get DUIs. Research shows, however, that DUI convictions don’t discriminate based on demographics. CIG set out to create a video series exploring the deeply personal stories of several Coloradans and the consequences – both legal and emotional – they experienced as a result of their DUI conviction. The campaign, What Will YOU Lose?, aimed to influence Colorado by asking would-be offenders — “what if it were you?”
CIG facilitated the video production, traveling to prisons and correctional facilities across Colorado to conduct in-person interviews with 15 real-life DUI offenders. The team then scoured notes and footage to produce a series of 30- and 15-second videos telling their stories.