The Memphis Police Department, in partnership with the Tennessee Highway Patrol , has launched a public service campaign, “One Night One Choice,” with a potentially life-saving message for teen drivers: one reckless decision can change everything.
The jarring campaign — currently airing on television and radio and featured across billboards, digital platforms, and social media — was developed by Trust Marketing and produced by Memphis-based Spotlight Productions. Local talent from the Young Actors Guild bring the emotional story to life, showing just how quickly fun can turn into tragedy when distraction, speed and impairment collide.
The PSA opens with a group of teens piling into a car, laughing and ready for a night out. “We fixin’ to be turnt!” the driver says, while a front seat passenger drinks from a red cup and another teen in the back passes a blunt. Seconds later — impact. The crash shatters the scene, underscoring the campaign’s sobering point: one night, one choice, and a life can be lost forever.
Police Chief Cerelyn “C.J.” Davis reinforces the message with MPD’s award-winning “Ride around but brake it down” tagline, refreshed for this campaign to focus squarely on teens.
“Everything we do is created to increase public safety,” Davis said. “We want our young people to understand they are part of the mission. We trust them to make wise decisions, protect themselves and look out for their friends. We hope this campaign sends a personal message: ‘We believe in you and want you to be careful so you can enjoy the bright futures you deserve.’”
The campaign arrives during what safety experts call the “100 Deadliest Days” for teen drivers — the period between Memorial Day and Labor Day. AAA reports that between 2019 and 2023, more than 13,000 people were killed in teen-involved crashes, with over 30% of those fatalities occurring during this summer stretch. Distractions play a major role, with other teen passengers being the leading distraction, followed by cell phones and in-car technology. Studies by the National Highway Traffic Safety Administration show the risk of a fatal crash increases with every additional teen passenger.
“One Night One Choice” builds on MPD’s successful “Brake It Down” reckless driving campaign, which in its first year helped reduce serious or fatal vehicle incidents by nearly 10%, according to Tennessee Department of Safety and Homeland Security data. The campaign has also earned five Addy Awards from the American Advertising Federation and four Telly Awards for its creative impact in public safety messaging.
Trust Marketing President Ryan Robertson says the recognition is meaningful, but the real reward is seeing the message resonate.
“Speeding and reckless driving is a public safety crisis with real-world consequences for us all,” Robertson said. “The fact that teens and young adults in Memphis are re-thinking dangerous choices means the work is saving lives. Kudos to MPD and THP for confronting this behavior head-on.”
See the video here: Bing Videos
