Half State Patrol cruiser, half taxi vehicle earns national recognition
DOT: Choose Your Ride vehicle warns of dangers, expense of drunken driving
MADISON, Wis. — The Wisconsin Department of Transportation’s Choose Your Ride vehicle has won a national advertising award for warning of the dangers and expense of drunken driving, according to a release.
The vehicle, which is half State Patrol cruiser and half taxi, get plenty of attention on the highway and at public events, but now the American Advertising Federation has taken note, officials said.
At the 2014 National Addy Awards, the Choose Your Ride vehicle won a silver Addy for second place in the Public Service – Non-Traditional category, according to a release. It has also won a gold Addy and Best of Show awards in the regional competition in Minneapolis and another gold Addy in the Madison and Milwaukee competition.
The vehicle is a high-mileage cruiser that the State Patrol could no longer use for patrolling highways, so the State Patrol’s Bureau of Transportation Safety used $1,700 in federal funding for the design and application of the vehicle markings, officials said. The vehicle hit the road in June 2013 and appeared at 35 events last year.
“Based on public reaction and now the national Addy award, we feel that the Choose Your Ride vehicle is a memorable way to remind drivers about the expense of drunken driving and the benefit of using alternative transportation if they’re impaired,” Director of Bureau of Transportation Safety David Pabst said in the release. “Of course, the real expense of drunk driving can’t be measured in dollars since alcohol-related crashes needlessly kill and seriously injure far too many people. We’re striving to get that message across in a variety of ways, and the Choose Your Ride vehicle is part of that strategy.”