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

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TitleAmy
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 "Amy" advertisement by Mothers Against Drunk Driving (MADD) is a powerful, minimalist visual presented in an urban outdoor setting. The ad consists of a stark, white poster featuring the bold, capital letters "AMY" near the bottom. Beside the poster, there's a chair leaned up against a plain wall, emphasizing the starkness of the message. The textual content states, "May 28, 2004, Amy Roberts was hooked up to a life support machine as a result of the injuries she sustained after the driver of the car she was in hit a parked truck. Amy died four days later." The ad concludes with the poignant reminder, "One more reason not to ride with a drunk driver." This impactful ad serves to raise awareness about the dangers and severe consequences of drunk driving, aiming to evoke a strong emotional response and a call for responsible behavior.
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Agency Producer