Who’s Your Driver? is a sober and safe driving initiative that was started by DRIVE SMART Virginia, a non-profit organization with a mission to eliminate alcohol-related crashes and to educate citizens on safe driving practices. The Who’s Your Driver campaign included a safe driving pledge, social media content and promotion opportunities, event sponsorships, live activation at events and a website, all of which run throughout the NASCAR racing season as well as at several motorsports tracks throughout Virginia.
The challenge
Madison+Main was tasked with focusing our efforts on 18-34-year-old rural, truck driving males, which studies show contribute to a large portion of the alcohol-related crashes in Virginia. Besides ensuring that their media spend reached the target demographic, the client also wanted to increase their presence at numerous motorsports events throughout the state and increase participation in their Safe Driving Pledge.
The approach
In addition to fulfilling the existing sponsorship partnerships that DRIVE SMART Virginiahad with …
![Campaign US Agency of the Year Awards 2025: Creative Person [Video]](https://video.getpvd.com/wp-content/uploads/2025/03/mp_225717_0_AotY2025creativepersonjpg.jpg)
![Are You Radiating Confidence or Caution? [Video]](https://video.getpvd.com/wp-content/uploads/2023/11/mp_212153_0_0jpg.jpg)
![STARTING A BUSINESS + CREDIT INFORMATION #credit #business #motivation START YOUR BUSINESS TODAY [Video]](https://video.getpvd.com/wp-content/uploads/2022/08/mp_142880_0_0jpg.jpg)
![Triggre: Business automation platform – Dynamic Business [Video]](https://video.getpvd.com/wp-content/uploads/2025/03/mp_225806_0_triggrecomjpg.jpg)