Underage Drinking and Driving Prevention

Despite the fact that all 50 states have a National Minimum Drinking Age law, young drivers under legal drinking age continue to drink and drive. To help the Ad Council—and their partners at the National Highway Traffic Safety Association—reach this group of at-risk drivers, we created teen-focused content for their campaign website that aims to both educate and engage young audiences.

In addition to creating the site content, we built a custom Tumblr theme that allowed readers to submit their own content as draft posts for the Ad Council to review. These posts were “excuses” that teens could use to avoid getting into the car with someone who was drinking and driving. When visiting the Excuses page, the user can sort through randomly generated excuses–some provided by the Ad Council and some provided by readers. We accomplished this through a Javascript-based form that submitted content to a private application, which then leveraged the Tumblr API to create draft posts.