Riester Wins 10 ADDY Awards for California Highway Patrol Campaigns
On Friday, March 13, Riester won 10 ADDY Awards at the 2026 American Advertising Awards for campaigns built with the California Highway Patrol (CHP).
Furthermore, this recognition covers two statewide public safety initiatives and reflects a consistent focus on driving real-world behavior change.
In total, Riester received:
- 2 Gold ADDYs
- 5 Silver ADDYs
- 3 Bronze ADDYs
Riester won eight awards for the CHP Motorcyclist Safety Program and two for the CHP Designated Driver Program.
What Made These CHP Public Safety Campaigns Award-Winning?
How Can CHP Public Safety Campaigns Turn Ego Into Action With Motorcyclists?
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 consider themselves skilled. They trust their instincts. Instead, they assume they are in control.
Instead, 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.
The message spanned digital, social, and out-of-home placements, creating a unified creative system that met riders directly.
The results moved beyond engagement metrics and into behavior change:
- 71.3M+ video impressions
- 7.8M+ video views
- 472K+ clicks
- Consequently, a 48% increase in enrollment followed for the State’s rider safety training program.
More importantly, the campaign shifted perception. As a result, riders increasingly agreed that CHP cares about their safety, not just enforcement.
Riester earned 8 ADDY Awards for the California Motorcyclist Safety Program campaign in copywriting, art direction, video, and integrated development.
Why Do These CHP Public Safety Campaigns Reframe Consequences to Drive Success?
Alcohol-impaired driving causes many fatal crashes in California, taking over 1,300 lives 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 reframed a hangover from a mere side effect into proof of a smarter decision. If you wake up with a headache, at least you made it home safely.
Nevertheless, the tone was playful. The team grounded the insight. Ultimately, the message landed.
Additionally, 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 radio ADDY Awards for copywriting and public service audio.
What CHP Public Safety Campaigns Connect 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.