Challenge: Communicate the dangers of texting and driving to a teenage audience who believes they’re good at multitasking in the car and are un-phased by scare-tactic messages.
Solution: Create a campaign that engages with teens the way they engage with each other. Using the visual language of YouTube videos, we grabbed teens interest with humorous texting scenarios and then delivered a twist, hitting them hard with the consequences of texting and driving. The campaign message never preached to teens, but rather delivered the facts in a compelling and high-impact way.
Results: The campaign was featured in USA Today, CNN, bestadsontv.org, adsoftheworld.com and the television show Glee. The rates of young drivers texting and driving are on a steady decline.