Slice of Safety: How MoDOT Delivered a High-Impact Marijuana Awareness Campaign Through Pizza Toppers
To combat the rising concern of driving under the influence of marijuana, the Missouri Department of Transportation (MoDOT) took a bold, creative approach: they delivered their safety message directly to consumers in the comfort of their own homes—on pizza toppers. Targeting April 20 (the unofficial marijuana holiday), MoDOT used pizza toppers as vehicle to deliver their message via Papa John’s and Domino’s franchises across Missouri’s large cities to ensure their message reached a wide audience in a relatable, engaging way.
Campaign Overview
On April 20, a date synonymous with marijuana use, MoDOT strategically placed their message, “Don’t Drive High,” on pizza toppers in thousands of deliveries. The campaign focused on reaching individuals who may be at risk of driving under the influence and chose a moment when they were likely to be at home, possibly enjoying the holiday with food.
Reach and Metrics
With the support of major pizza franchises like Papa John’s and Domino’s, the campaign was able to reach an estimated 27 million impressions. At a CPM of $1.50 to $2.00, the campaign proved to be incredibly cost-effective in delivering an impactful public safety message at scale.
Engagement and Awareness
To further amplify the reach, MoDOT issued a press release to local news outlets, sharing details about their innovative approach to spreading awareness. This media coverage increased the campaign’s visibility and sparked discussions around the dangers of driving high. The clever use of in-hand advertising a ensured that the message would be noticed and absorbed by the audience, creating a moment of reflection at home before making decisions about driving.
Key Benefits
- Innovative Delivery: By placing the message on pizza toppers, MoDOT was able to connect with their target audience in a non-intrusive yet highly effective manner, meeting them in an everyday moment at home.
- High Reach, Low CPM: The campaign reached an impressive ~27 million impressions at a very low CPM of $1.50 -$2.00, demonstrating that creative use of in-hand advertising can result in cost-efficient, high-impact campaigns.
- Increased Awareness: The inclusion of a press release to local media generated additional awareness beyond the direct target audience, broadening the campaign’s reach and reinforcing the dangers of driving high.
This campaign showcases how MoDOT used a creative, real-world application of pizza toppers to reach and engage their audience, driving home an important public safety message in a memorable and cost-efficient way. By tapping into a relatable, everyday experience, MoDOT was able to deliver a message that sticks—one pizza at a time.
