Reframing Heroism: Changing the Narrative on Impaired Driving

How do you get young men to rethink their choices behind the wheel? By flipping the script on what it means to be a hero. Our latest awareness campaign tackles the dangerous misconception that “not feeling impaired” means it’s safe to drive after consuming alcohol or cannabis.

Through relatable storytelling and a confident, non-preachy tone, we celebrate the small, everyday decisions that have life-saving consequences. Supported by a national media mix—including TV, digital, and outdoor—the campaign urges young drivers to take the guesswork out of the equation. Don’t drive impaired. Plan ahead.

MADD Enhanced Road Safety