Minnesota Department of Public Safety - Linnihan Foy

Amplifying accountability and a message of safety

Minnesota Department of Public Safety


Every year, the Minnesota Department of Public Safety (DPS) faces the difficult but critical challenge of extending life-saving safety messages throughout the state. When it comes to seatbelts, distracted driving, motorcycle awareness, impaired driving and more, DPS is tasked with helping make Minnesota roads a safe place for all.

With the majority of higher-risk offenders falling within the male 18-34 demographic, DPS is consistently in search of new ways to reach, engage and influence this fragmented, difficult-to-reach demographic. Doing so means continuity, innovation and leverage. And that’s where Linnihan Foy comes in.


After embarking on a national agency search, The Minnesota Department of Public Safety (DPS) tasked Linnihan Foy with effectively engaging Minnesotans and helping spread the message of safety. With principal-level account management and full deployment of our senior-level media department, we leveraged our extensive buying power across all traditional mediums. We took advantage of emerging digital and social channels to help place and amplify the DPS messages in front of our key demographics.

  • Media planning
  • Media placement
  • Digital strategy


A recent Traffic Safety Awareness Survey commissioned by the Department of Public Safety revealed:

  • 8 percent increase in motorcycle safety awareness year over year
  • Drugged driving was lower in all age segments year over year
  • 69 percent of respondents were aware of distracted driving messaging, an increase of 8 percent year over year
  • Consistent awareness levels of Ignition Interlock Law from prior year
  • 20 percent increase in awareness around enhanced enforcement periods for speeding
  • 26 percent increase in seatbelt use year over year among key demographics