Problem: Drunk driving killed over 25,000 people in America each year. Many organizations were organized to combat this plague, but there was no central place that citizens, or thought leaders, could contact, if they wanted to help.

Solution: The Insurance Information Institute sponsored an extensive media campaign designed to educate the public about state laws, list the volunteer group activities, and state the things that individuals can do to make a difference. George Lemmond managed this effort and wrote all the copy.

Results: Driving while drunk has become a stigma, and highway deaths caused by it are steadily declining.