Riester Wins 10 ADDY Awards for California Highway Patrol Campaigns
On Friday, March 13, Riester was recognized at the 2026 American Advertising Awards, earning 10 ADDY Awards for campaigns developed in partnership with the California Highway Patrol (CHP).
The recognition spans two statewide public safety initiatives and reflects a consistent focus on work designed to influence positive behavior change in the real world.
Across all wins, Riester received:
- 2 Gold ADDYs
- 5 Silver ADDYs
- 3 Bronze ADDYs
Eight of the awards were earned for the CHP Motorcyclist Safety Program campaign, with two awarded for the CHP Designated Driver Program campaign.
Award-Winning Campaigns
Turning Ego Into Action: CHP Motorcyclist Safety Program
Motorcycle fatalities in California have continued to rise in recent years, even as safety messaging has increased. The challenge was not awareness. It was an attitude. Most riders already believe they are skilled. They trust their instincts. They assume they are in control.
Riester’s response was not to lecture. It was to challenge.
The “PROVE IT.” campaign flipped rider confidence into a call to action. Instead of telling riders to be safer, the campaign asked them to demonstrate it. Not to the California Highway Patrol, but to themselves.
The creative leaned into a tone that was direct, competitive, and impossible to ignore. A :30 video commercial called out riders across subcultures, from café racers to motocross riders, ending with a simple provocation: Think you know how to ride? PROVE IT.
That message extended across digital, social, and out-of-home placements, creating a unified system of creative that met riders where they already were.
The results moved beyond engagement metrics and into behavior change:
- 71.3M+ video impressions
- 7.8M+ video views
- 472K+ clicks
- 48% increase in enrollment for the State’s rider safety training program
More importantly, the campaign shifted perception. Riders reported stronger agreement with the idea that CHP is invested in their safety, not just enforcement.
Riester’s work earned 8 ADDY Awards, for the California Motorcyclist Safety Program campaign, including recognition for copywriting, art direction, video execution, and integrated campaign development.
Reframing the Consequence: CHP Designated Driver Program
Alcohol-impaired driving continues to be one of the leading causes of fatal crashes in California, with over 1,300 lives lost in a single year. Traditional messaging often relies on fear or enforcement. Research shows that the approach has limits. Many drivers underestimate the risk or assume consequences will not apply to them.
Riester’s campaign took a different approach.
Instead of focusing on punishment, the “Hangover-rated” concept reframes the outcome people already understand. The morning after.
The campaign positioned a hangover not just as a side effect of a night out, but as proof that a smarter decision was made. If you wake up with a headache, at least you made it home safely.
The tone was playful. The insight was grounded. The message landed.
Radio commercials brought the idea to life through a distinctive voice, with the hangover itself speaking directly to the listener. The result was a message that felt less like a warning and more like a reminder.
The CHP Designated Driver Program campaign earned 2 ADDY Awards, both for radio, recognizing excellence in copywriting and public service audio.
Creative That Connects Behavior to Outcome
Across both campaigns, the throughline is consistent. Start with human behavior, not just the problem.
Respect the audience’s mindset. Generate ideas that authentically meet people where they are. Then push them, just enough, to make a different decision.
Whether it is challenging a rider’s confidence or reframing a night out, the goal remains the same. Create campaigns that do more than communicate. Create campaigns that change what happens next.