In a place like Yamhill County— where wine grows and flows—drinking is often baked into the culture. It’s at fundraisers. Banquets. Tasting rooms. From Friday nights to Sunday brunches, having a drink is often just part of the plan.
But what happens after that?
That question sat at the heart of our recent campaign with Yamhill County, a project designed to address their steady rise in DUII arrests—especially those involving alcohol, which make up about 78% of cases in the county.
The challenge? Build a campaign that cuts through a normalized drinking culture, encourages safer choices, and doesn’t alienate the wineries or visitors that help define and support the region.
Straight Talk, Local Voice
We knew this campaign couldn’t be preachy. Instead, we focused on a few key truths:
- Most DUII arrests involved local residents—particularly men aged 21–45
- Many visitors come to Yamhill County to enjoy wine, and these folks represent a secondary audience for the campaign
- People aren’t making bad choices because they don’t care—they’re making them because it’s easy to fall into a routine, and hard to see a better option
Our creative leaned into dry wit, straight talk, and a familiar face: the Yamhill County Sheriff.
Across billboards, social media, digital and audio platforms, we ran a series of punchy, pointed lines that prompted folks to reconsider before they grabbed their keys. Every line ended with a clear, consistent source: A message from the Yamhill County Sheriff’s Office.
By putting the Sheriff at the center, we grounded the message in local authority—while giving it a human voice. Not too humorous, but also not too serious. Just straight from the people who see the impact firsthand.
Beyond Awareness: Nudging a Cultural Shift
Raising awareness is only the first step. What we were really trying to spark is a moment of pause. Create a little friction in a habit that’s gone unchallenged for too long.
That meant striking the right tone—one that recognized the realities of rural life, the pride of the community, and the tightrope people walk between convenience and safety.
It also meant walking our own tightrope: delivering a message that challenges behavior without shaming people. Supporting the culture of Yamhill County, while nudging it toward something better.
We know that change doesn’t happen overnight. But culture shifts when enough people start asking new questions—and making new plans.
That’s where we started. And that’s where Yamhill County is headed.
