The Shift into Safe campaign wins Silver American Advertising Award

Shift into Safe News

CDOT’s traffic safety brand advertising campaign “Shift into Safe” won a Silver ADDY Award at the American Advertising Federation (Utah chapter) ceremony in March. The name and mission of “Shift into Safe” encourages all people in Colorado to actively change their mindset and make a conscious decision to pay attention and be safe every time they get behind a wheel. The campaign was developed and produced by CDOT’s creative agency, R&R Partners.

Shift into Safe seeks to change Colorado behaviors by using a cross-platform, multimedia marketing campaign to effectively reach drivers and change their behavior. Driven by science and inspired by Colorado, Shift into Safe is determined to make an impact on our roads to save lives, one driver at a time.

A woman holding a photo of her daughter. Text overlay next to her reads, "1 in 3 fatal car crashes involves an impaired driver." The Shift into Safe logo and Colorado Department of Transportation logo are under the text.