ALBUQUERQUE (KRQE) – Central New Mexico Community College students are working on a new statewide campaign to curb drunk driving.
A small digital media class is trying to get people’s attention with a new public service announcement.
The Public Service Announcement was inspired by the classic “Fun with Dick and Jane” book, showing Dick as an adult at a party.
“See Dick drink. See Dick drive. See Dick in jail. Don’t be like Dick,” the PSA says.
Of course, the character’s name also carries other connotations that the group hopes is not lost on its target audience.
“We wanted to find something that was slang, something that they’re used to saying and that word is, ‘dick,’” said Gabe Montoya, a student in the class.
He said the PSA is purposely provocative to get the point across.
“The heart of the matter being, hey this is an offensive thing that you’re doing, so we’re going to offend you,” Montoya said.
He and his classmates created the PSA, billboard ideas and a new logo in a partnership with the New Mexico DWI Coordinators Affiliate, made up of DWI program coordinators from each of the state’s 33 counties.
“They’re kind of rebranding them because a lot of people didn’t know that this organization was out there,” said Instructor Marla Peters.
Peters said the class is the first of its kind at CNM, giving students’ work statewide exposure.
“It’s going to be interesting to see some of our own work on TV,” said student Tyler Bryant.
“I’m going to call my mom,” said student Maria Berezovsky as she laughed. “No, I’m going to be really excited. I can’t wait to see it. I’m more interested in seeing the reaction of the citizens because we really want to create an impact.”
The New Mexico DWI Coordinators Affiliate said it has to meet in the next few weeks to discuss the PSA and billboards.
At that time they will decide if and when the campaign may launch.
In the meantime, the students are already working on their second PSA for the anti-DWI campaign.