After New Jersey passed a law increasing fines for drivers caught behind the wheel using a handheld device, the NJ Motor Vehicle Commission enacted a public awareness campaign to raise awareness of the new law, and the dangers of talking and texting while driving.
Our integrated campaign engaged drivers with:
Oxford created "Just Drive" and evolved the campaign’s design and messaging throughout the year to engage consumers with each season, using iconic New Jersey imagery for summer, fall and winter. In addition, the NJ MVC sponsored sporting events and brought the message to colleges and New Jersey hotspots with "Tell Us Your Last Text Message" events.
The Just Drive campaign continues today.