Washington Regional Alcohol Program: Act Like It

Drinking and driving isn’t something that mature, responsible adults do. So if you’re old enough to drink, act like it—and don’t drive under the influence.

For the third year of the Washington Regional Alcohol Program’s “Act Like It” campaign, we gave the iconic man-baby a fresh angle, and a new reason to grow up.

Targeting men ages 21-34 in the DMV region, the campaign was grounded in research showing that this audience values being seen as mature and responsible. So we flipped that insight into a simple callout: if you’re old enough to drink, act like it.

We produced all new materials for this year’s campaign, including a heavy social media presence and comedic 30-second video featuring the man-baby and his friend navigating a night out and the all-important question: how are we getting home?

We also created a series of social media posts featuring the man-baby delivering clever reminders not to drink and drive—and to always plan a safe ride home.