Planting the flag for action.
Mitchell Sterling was 16 when a distracted driver took his life. Despite the driver’s admission to being on the phone, no charges were ever filed. Created to honor Mitchell and ensure no other family endures that loss, the Mitchell Sterling Foundation partnered with Multiple to transform their resolve into a purpose-driven advocacy movement.
Campaign Positioning
Multiple began with a discovery phase rooted in deep conversations with the Sterling family — listening first, shaping second. From those sessions, a clear strategic frame emerged. The foundation’s work sits at the intersection of awareness, advocacy, and action, and every message needed to serve all three.
The campaign that emerged from that process is disarmingly simple: 2 Eyes. 2 Hands. Reclaiming the obvious, the campaign creates urgency in a culture where distraction has become second nature. From legislative briefs to social content to petition pages, the message holds at every scale.
Identity
The visual identity had to hold two truths at once: the gravity of what was lost and the forward momentum of what is being built. A restrained, high-contrast system built on bold typography communicates urgency without exploitation — credible enough for a legislative environment, resonant enough for a community one. Every design decision reinforced the foundation’s belief that this isn’t a memorial. It’s a movement.
Campaigns
The 2 Eyes. 2 Hands. campaign was built to function across a wide range of contexts — social media, petition drives, legislative testimony, and press coverage. The messaging cascades from a single campaign line into a full communication framework: awareness language for the public, advocacy language for lawmakers, and action language for signers and supporters.
The campaign also set a larger cultural ambition. Drunk driving was once socially acceptable. It no longer is. Distracted driving deserves the same reckoning — and this campaign is designed to be the spark.
Interactive
mitchellsterling.org serves as both an advocacy hub and a living campaign platform. The site organizes the foundation’s three pillars — awareness, advocacy, and action — into a clear, mobile-first experience built to turn visitors into signers, sharers, and supporters. A real-time petition counter, ongoing legislative updates, and a scholarship section give the site utility well beyond its launch.
Motion
Short-form video and animated social content bring the campaign’s urgency to life at a pace that mirrors distraction itself — fast, fleeting, and consequential. Motion assets were developed for Instagram, Facebook, TikTok, and YouTube, optimized for organic sharing among the audiences who matter most: young drivers, parents, and the people who make policy.
