Persuasive messaging doesn’t just sell products and services—it can sell a rationale and change perception. In the summer of 2008, MaineDOT needed to convince thousands of people that closing 20 miles of the I-295 thoroughfare during tourist season was a good idea. Garrand’s two-pronged strategy was simple and effective. We undertook a print, radio and poster campaign to increase public awareness, and our PR team worked closely with local officials and media outlets to gain public approval for the road closure. More than 200 articles and broadcast features later, residents and visitors alike were supportive and proud of MaineDOT’s efforts.