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Print Collateral & Video Production

Stop DWI New York

Challenge

The New York State STOP-DWI program was established in 1981, and the Foundation has since worked to reduce impaired driving through education and enforcement. But in a media landscape filled with noise, and a population increasingly distracted behind the wheel, they needed a fresh, emotionally resonant way to connect with both young drivers and the broader community.

In 2024, the STOP-DWI NYS Foundation came to J. Fitzgerald Group (JFG) with a clear challenge: create compelling video and print campaigns that would cut through the clutter, connect with a modern audience and reinforce the life-or-death consequences of impaired driving.

Tactics

Solution

JFG partnered with the STOP-DWI NYS team to develop powerful 30-second and 15-second video ads, along with an attention-grabbing flyer, for use across New York State, including YouTube Ads, gas station TVs, movie theaters, sports venues, colleges, and other high-traffic locations.

Our creative team at JFG took a cinematic, narrative approach for the 2024 campaign, telling real, relatable stories grounded in emotion and authenticity. After crafting a gripping script and securing actors, the video and stills were shot in Buffalo, New York.

15-second spot

30-second spot

The print flyer that was produced echoed the visual tone of the videos. It utilized strong imagery depicting a young family and concise messaging designed to stop readers in their tracks, whether posted in high schools, bars or DMV offices.

Results

  • Audience Engagement: In addition to the paid video ad placements, the 2024 video saw strong engagement across organic social media platforms, with hundreds of views, shares and comments, many from individuals sharing personal stories or messages of thanks.
  • Community Reach: Both the flyers and video spots were also distributed to regional partners across New York State, helping amplify the campaign’s reach to several thousand residents in both urban and rural communities.
  • Brand Continuity: The 2024 campaign set a new creative benchmark for STOP-DWI messaging, leading to the renewal of the partnership with JFG for 2025 content creation.
  • Public Impact: Law enforcement, educators and county STOP-DWI coordinators praised the campaign’s emotional resonance and effectiveness in sparking conversations with young drivers and their families.

Through compelling storytelling and smart design, JFG helped STOP-DWI NYS elevate its message, connect with diverse audiences and take a powerful step toward preventing impaired driving across the state.

JFG was proud to continue supporting this life-saving mission in 2025, being asked this time to produce two new videos and two new print pieces. Building on the success of the 2024 campaign, the 2025 videos and flyers further expanded the reach and impact by incorporating two new Stop DWI concepts:

  1. Based around keeping Labor Day safe by always having a sober ride, while encouraging the use of the Stop DWI NYS app and its Rideshare connections
  2. Set at a bar where a sober driver takes over the wheel, just as a local DWI Check shows the consequences of not doing that