Kansas Department of Transportation
Front Seat Interviews Campaign Evolution
The situation
Every year, preventable crashes leave Kansas families changed forever. Risky driving behaviors remained stubbornly persistent, and traditional safety campaigns weren’t resonating.
The solution
Front Seat Interviews put real Kansans in the driver’s seat and asked them candid questions about their own driving habits. The format created space for honesty, humor, accountability, and reflection.
As the Creative Director, I built and evolved the platform across multiple statewide initiatives, including impaired driving, speeding, distracted driving, and occupant protection, conducting every interview myself.
Phase one: relatable & human
The initial spots were candid and disarming. Real people. Real moments. We didn’t sanitize the stakes or oversell them. The campaign caught on quickly and established Front Seat Interviews as a recognizable statewide platform.
Phase two: Drive Safe Sedgwick
As the platform expanded, KDOT invested in a focused effort in Sedgwick County, where impaired driving rates were highest. I personally conducted each interview, from first responders to families who had lost loved ones. The conversations were harder. The spots were quieter. The campaign carried new weight.
The impact
The platform evolved from a statewide awareness effort into a focused regional initiative in Sedgwick County. Following media rollout, impaired driving rates in the region showed measurable downward trends.
Front Seat Interviews and Drive Safe Sedgwick continue to run statewide and regionally today. The campaigns earned multiple Gold ADDY's at launch, has been adopted by organizations such as the DUI Victim Center, and is regularly featured in national driving safety conferences.
Below are a few radio examples spanning campaigns.