ImageMaster Productions recently completed production on two dramatic public service announcements for the Governor's Office of Highway Safety (GOHS). The PSAs raise awareness for two of GOHS' campaigns aimed at reducing injuries and deaths caused by automobile accidents: "Operation Zero Tolerance — You Drink. You Drive. You Lose." is Georgia's impaired-driving enforcement and education program. And "100 Days of Summer H.E.A.T." serves to inform drivers of the same zero tolerance when it comes to excessive speeding, aggressive drivers, occupant protection violations, and impaired driving.

Playing off the surge of summer blockbuster action movies, creative director Dan Johnson wrote and designed the fast-paced campaign, entitled "Coming This Summer." The spots announce "non-stop action" and "true stories," and warn viewers of DUI road- checks, targeted patrols and heightened enforcement periods, portraying the severe consequences of "a sure fire ticket!" and "a roller coaster ride to jail!".

"We were working with what is essentially a video production budget, but to execute the look and feel of a summer movie trailer, we decided to shoot the spots on 16mm film," Johnson says. "My goal was to create spots that would, more than anything, be effective and truly influence driving behavior in the target demographic of 18-34 year old drivers," he added.