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ANDY Awards

Creative Award
New York, United States
MADD - "Jeff" by ANDY Awards 2007

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TitleJeff
Agency
Campaign Outdoor - MADD
Advertiser Mothers Against Drunk Driving
Brand MADD
PostedJune 2006
Business Sector Anti-Drug/Alcohol/Tobacco Message
Media Type Outdoor/Out of Home
Market United States
AI Description The ad by Mothers Against Drunk Driving (MADD) uses a stark visual located in a school hallway. Next to a set of green lockers, the floor displays the name 'JEFF' in prominent red letters. The accompanying text provides a sobering account of a fatal accident involving drunk driving, dated October 17, 2001. It details how Jeff's body was crushed when the car he was in crashed. The narrative points out that Jeff died at the scene, stressing the severe consequences of riding with a drunk driver. The message is a powerful reminder aimed at preventing drunk driving incidents among youth.
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Agency Producer