AAA Washington
The Big Screen. A new perspective on distracted driving.
The challenge
Awareness alone wasn’t changing distracted-driving behavior. Our course-project team developed “The Big Screen,” reframing the windshield as a screen more deserving of attention than a phone.
My contribution
As copywriter, I helped shape the campaign’s tone and voice, worked with strategists and creatives to sharpen their ideas, and helped solidify the metrics behind “AAADventure > Algorithm.”
