Breathalyzer Blown Away

The Challenge

Each year in Colorado, more than 20,000 people are arrested for DUI — an average of 54 every day. And, in 2017, more than 200 people were killed in alcohol-related motor vehicle crashes on Colorado roads. 

To combat this critical issue, the Colorado Department of Transportation (CDOT) teamed up with leading breathalyzer company, BACtrack®, in an unprecedented partnership to encourage the use of smartphone breathalyzers. CIG was tasked with raising awareness for this unique promotion and educating residents about the benefits of personal breathalyzers to prevent impaired driving. 

In 2017, more than 200 people were killed in alcohol-related motor vehicle crashes on Colorado roads.

Our Solution

CIG set out to change the stigma around breathalyzer use and encourage Coloradans to adopt the tool as a way to make more informed decisions when drinking. 

CIG employed a mix of traditional and non-traditional tactics to bring the discounted smartphone breathalyzers to the attention of alcohol consumers across the state. First and foremost, we wanted to bring the breathalyzers directly to our target audience, and better yet, while they’re actively imbibing.

We attended alcohol-centric events throughout the state, offering free breathalyzer tests and demonstrations to attendees, as well as information on how to redeem the discount. Partnering with Geeks Who Drink, the nation’s largest organizer of bar trivia events, CIG helped to host custom, educational DUI-trivia rounds in 136 bars across Colorado. 

As both a research and media relations strategy, CIG also helped recruit individuals between the ages of 21 to 34 to receive a free breathalyzer in return for providing survey feedback about their alcohol and breathalyzer use. 

The Results

The results speak for themselves. CIG recorded more than 1,200 breath alcohol content (BAC) readings at events, festivals and bar activations statewide, and more than 800 individuals applied to receive a free breathalyzer as part of CDOT’s breathalyzer program. In total, more than 2,800 people redeemed the discounted breathalyzers during the campaign. 

The campaign garnered 76.9 million impressions from 551 online articles, 412 television hits and 51 print stories.

Research showed promising trends toward changing Coloradans’ behavior when it comes to impaired driving. BACtrack.com breathalyzer sales in Colorado in 2017-2018 were the highest in the nation. In Amazon.com sales, Colorado ranked second per capita in 2017-2018 and ranked first in per capita breathalyzer use, more than four times the national average.

More than 2,800 people redeemed the discounted breathalyzers during the campaign.

2019 PRSA Grand Gold Pick

Best in Show

2019 PRSA Grand Gold Pick

Best in Show

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