FDOT and Dunn&Co. Announce “One Foolish Act,” an Impaired Driving Initiative of the "Alert Today, Alive Tomorrow" Pedestrian and Bicycle Safety Program

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“One Foolish Act” makes drivers think twice before getting behind the wheel while impaired by focusing on potential fatalities and the cost to victims’ loved ones.

The Florida Department of Transportation (FDOT) and Dunn&Co. announce a partnership to make Florida’s roads safer for pedestrians and bicyclists through a campaign directed toward impaired drivers. “One Foolish Act” demonstrates the consequences of impaired driving on an emotional level by focusing on potential fatalities as well as the cost to victims’ loved ones.

The goal of “One Foolish Act” is to make drivers think twice before getting behind the wheel while impaired. By showing what the victims stand to lose, the campaign is designed to help drivers understand how they could ruin the lives of others as a result of their own foolish acts. “One Foolish Act” is currently being pilot tested in Miami-Dade and Hillsborough Counties.

"I believe the ‘One Foolish Act’ campaign will help drivers make an emotional connection to the effect impaired driving has on innocent victims,” said Trenda McPherson, FDOT Bicycle/Pedestrian Safety Program Manager. “Driving impaired can injure or kill innocent bystanders. We want to send a powerful message that will encourage people to think twice before driving impaired.”

“We’re excited to be partnering with the FDOT on this campaign,” said Troy Dunn, president of Dunn&Co. “This campaign is a great way to tie in an emotional feeling when you think of possibly taking the life of an innocent person because of impaired driving. It’s a strong message with the intent of changing the mindset of drinking and driving.”

About Dunn&Co.

Dunn&Co. (http://www.dunn-co.com) is a full-service advertising and marketing communications firm housed in a century-old former cigar factory near Tampa’s historic Ybor City. Dunn&Co. provides award-winning creative solutions for clients worldwide, including GE Healthcare, Zubrowka vodka, The Tampa Bay Lightning, the Island of Curacao, Tony Roma’s restaurants, Joffrey’s coffee and tea, Baxter Healthcare, the Florida Department of Transportation, Majestic apparel, and Sempermed USA. Dunn&Co. also provides pro-bono services to the ALS Association Florida Chapter to help fight Lou Gehrig’s disease.

About FDOT The Florida Department of Transportation (FDOT) is an executive agency, reporting directly to the Governor. FDOT’s primary statutory responsibility is to coordinate the planning and development of a safe, viable, and balanced state transportation system serving all regions of the state, and to assure the compatibility of all components, including multimodal facilities. A multimodal transportation system combines two or more modes of movement of people or goods. Florida’s transportation system includes roadway, air, rail, sea, spaceports, bus transit, bicycle and pedestrian facilities.

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