Campaign: Tears

Agency: Calder | Bateman
Role: Art Director

If you've ever lost a loved one in a drunk driving accident, you know the pain and trauma that comes with it. That's why MADD created a poster and magazine series to offer grief counselling and post-trauma support for victims and survivors of small communities.

The concept behind this campaign is simple yet powerful - a wrecked vehicle is anchored at the end of a human tear, with each eye representing a different age and demographic. This visual metaphor helps to convey the emotional impact of drunk driving accidents, and it serves as a reminder that no one is immune to the dangers of impaired driving.

We hope this campaign will help to provide some much-needed support and comfort to those who have been affected by drunk driving, and we encourage everyone to join us in the fight against this preventable crime.