Ad2 Reno created a campaign for Mothers Against Drunk Driving (MADD) to help raise awareness about parents driving under the influence. Sixty-six percent of children killed in drunk driving crashes are riding in the car with the drunk driver. Our goal was to help parents and families develop a “Plan B” to make sure children get home safely if they are with a parent that has been drinking. We targeted parents who claim to drink socially, and used brochures, “66%” teasers all around town, bumper stickers, a new website, strategically placed TV and radio ads, a booth at the Northern Nevada Kid’s Fair and direct mail to drive the point home that there is always a “Plan B.” Ad2 Reno’s campaign for MADD took third place in public service club achievement at the AAF National Conference.