Our charge from the client: honor the victims and parents of people who were killed by drunk drivers. That way, people who know drunk drivers will pressure them to change their ways. Our secondary goal was to drive viewers to Eat, Drink and Be Driven, a website promoting getting a ride. We created a series of three TV spots and radio commercials featuring victims and their parents. Our Facebook campaign received nearly 3 million impressions across Virginia and led to 83,730 clicks to the website – with a remarkable 2.86% click thru rate. 943 new people liked the MADD Facebook page directly from the ads, which generated an impressive amount of comments, reactions and shares. Best of all, the campaign lead to a record number of visits to the Eat, Drink and Be Driven website.