The Intrepid Group
Our firm, The Intrepid Group, has a reputation for implementing community
relations campaigns with our clients. We try to counsel our clients in ways
they can give back to the community through their businesses. While most
of our campaigns begin with a client, this campaign began with an idea.
The idea for the campaign came from Chris Thomas, a partner here at The
Intrepid Group, whose brother lost a friend in a DUI accident. We recognize
the importance of preventing people from driving under the influence in
order to prevent DUI accidents. With the idea in place, we approached a
local law firm, Robert J. DeBry & Associates, that spends a lot of money
on advertising. We asked Mr. DeBry if he would be interested in using the
firm’s money to give back to the community by sponsoring this campaign.
Mr. DeBry confirmed the importance of this campaign with his monetary support.
Robert J. DeBry & Associates has offices in Salt Lake City and St. George,
Utah. In addition to supporting the prevention of DUI accidents, Robert
J. DeBry & Associates has taken on the cause of protecting children
from head injuries by offering bike helmets at discounted prices.
Once the campaign was funded, we approached the Salt Lake City MADD chapter
for further guidance with our efforts. We asked them for statistics on DUI
accidents, and we invited them to be a part of the campaign to prevent DUIs.
The display features a red 1996 Pontiac Grand Am that was involved in a
fatal accident due to alcohol and/or narcotics. It was obtained through
a salvage auction with the help of mechanic Steve Weller. Steve then cleaned
up the car to remove the broken glass and sharp edges. The car was mounted
to a boat trailer that had been manipulated to fit the car. A skirt was
sewn to hide the trailer when it is displayed.
MADD informed us of the banners and signs available through collaborating
with FACE. We selected the "Thin Line" banner to hang on poles
over the car (from the driver's to the passenger's side) to help convey
the display's message. There are two identical banners back-to-back and
stitched together so they can be seen from any angle of the display. Four
additional signs surround the car with statistics on DUI accidents, a brief
description of the display and ways to get involved with MADD. Yellow "Caution"
tape surrounds the entire display, which is affixed to orange construction
cones.
The campaign and display was launched on June 6, 2003 at ZCMI Mall in downtown
Salt Lake City thanks to the efforts of Sierra Smart here at Intrepid, Art
Brown with the local MADD chapter, and Robert J. DeBry. We received a lot
of media coverage for the launch. We have observed the reactions of passersby
to the display, and they have been remarkable. People have gone out of their
way to walk by and look at the display. Many stop to get a closer look and
read the signs. When I have been there checking on the display, countless
people have come and asked me what happened. I have even witnessed conversations
starting between parents and children, husbands and wives, and friends on
the consequences of driving under the influence. This has been the most
beneficial aspect of the campaign.
After the ZCMI Mall, the display will be taken to several venues across
the Wasatch front in an effort to reach as many people as possible with
this important message. Some of the locations will include county fairs,
recreational events and other shopping malls. The campaign will continue
through the fall, with a possible extension into the spring. The Salt Lake
City MADD chapter is also planning to hold events at each venue to further
extend the reach and impact of the campaign.
Megan Ferington
The Intrepid Group
