Branding Like MADD: How Creative Testing Can Transform Your Organization's Reach

Are you looking to break free from traditional narratives and connect with new, younger, more diverse supporters for long-term impact on your fundraising program?

Then you won’t want to miss this session, where you’ll discover how Blue State and Mothers Against Drunk Driving (MADD) worked together to evolve this 40-year-old storied brand.

From messaging to tagline to visual identity, learn how creative testing helped MADD break free from traditional narratives and connect with new supporters, all while staying true to its core mission. You’ll see how it transitioned from a law-enforcement and victim-focused approach to a more hopeful and energetic brand that is helping drive change and build the future MADD believes in: a future free of impaired driving.

You’ll dive into how MADD bridged gaps across age, gender, and ethnicity. You’ll explore the tools, tactics, and strategies used for testing and what we did with the results. You’ll also gain insights into how data can guide tough decisions on issue framing, design, and securing stakeholder buy-in without being the end-all, be-all decision point that it can sometimes feel like.