The Wisconsin Department of Transportation’s “Choose Your Ride” vehicle won a national advertising award.
The vehicle, which is half State Patrol cruiser and half taxi, warns of the dangers and expense of drunken driving.
The Choose Your Ride vehicle won a Silver ADDY for second place in Public Service—Non-Traditional category from the American Advertising Federation on May 30. In April, it won a Gold ADDY and a Best of Show awards in the regional competition in Minneapolis. It also won a Gold ADDy in the Madison and Milwaukee competition in February.
The State Patrol could no longer use the high-mileage cruiser for patrolling highways. The State Patrol’s Bureau of Transportation Safety used $1,700 in federal funding for the design and application of the vehicle markings.
The vehicle stopped in La Crosse in December and it appeared at 35 events last year. It hit the road in June 2013.
"Based on public reaction and now the national ADDY award, we feel that the Choose Your Ride vehicle is a memorable way to remind drivers about the expense of drunken driving and the benefit of using alternative transportation if they’re impaired," WisDOT Bureau of Transportation Safety Director David Pabst said in a statement. "Of course, the real expense of drunk driving can’t be measured in dollars since alcohol-related crashes needlessly kill and seriously injure far too many people. We're striving to get that message across in a variety of ways, and the Choose Your Ride vehicle is part of that strategy."