Launching Drive like a Texan with TxDOT: Combatting Impaired Driving During the Holidays
The holidays are a time for celebration, connection, and joy, but they can also bring an increase in impaired driving incidents. Recognizing the need to promote safer driving habits during this festive season and beyond, we partnered with TxDOT to launch the Drive like a Texan initiative — a call to action rooted in Texas pride and values of kindness, courtesy, and safety. The initiative debuted at Austin’s iconic Trail of Lights, an event that embodied the spirit of community and togetherness the initiative seeks to inspire.
A Spotlight at Austin’s Trail of Lights
The Trail of Lights provided the ideal backdrop for the initiative’s launch, drawing thousands of Texans from diverse backgrounds to a shared celebration of the season. GDC Marketing & Ideation designed an interactive activation that engaged attendees in meaningful conversations about what it means to Drive like a Texan. The activation featured:
- Interactive exhibits encourage attendees to reflect on their driving habits. We collaborated with our partner, Branded Bar Events, to create a unique faux leather stamping experience, allowing attendees to craft personalized keepsakes that carried the Drive like a Texan brand. This hands-on activity not only left a lasting impression but also reinforced the initiative's core message in a tangible way.
- Giveaways and photo opportunities to make the experience memorable. Attendees could take home branded items that served as reminders of the initiative’s mission while capturing moments at themed photo stations to share with their friends and family.
- To further personalize the experience, we encouraged attendees to write heartfelt letters to military service members for the holidays. This initiative tied the initiative's themes of community and responsibility to the broader values of gratitude and service, resonating deeply with participants.
This in-person engagement allowed the initiative to connect authentically with the community, emphasizing that driving safely is a shared responsibility and a mark of true Texan pride.
Looking Ahead
The launch of Drive like a Texan at the Trail of Lights marked the beginning of an initiative with the potential to save lives and strengthen communities. An evergreen initiative, the initiative will continue to evolve, addressing seasonal challenges while maintaining its focus on promoting safe driving habits. We remain committed to amplifying its impact through thoughtful strategy, compelling storytelling, and a deep understanding of what makes Texans unique.
When Texans drive like true Texans—kind, courteous, and safe—everyone wins.