The Challenge:
Impaired driving continues to be one of the biggest safety issues on U.S. roadways. According to the National Highway Traffic Safety Administration, close to 30 people in the U.S. die in drunk driving crashes every day. There are many efforts in place to effectively reduce deaths caused by impaired driving including strengthening impaired driving laws, the use of technology (e.g. Driver Alcohol Detection System for Safety, smartphone apps, etc.) and education and awareness campaigns. The Rendon Group (TRG) has extensive experience in developing and implementing national public awareness campaigns that are proven to change behaviors and attitudes. The Rendon Group was hired by the Massachusetts Executive Office of Public Safety’s, Highway Safety Division to develop and produce a statewide public awareness effort that would educate drivers about the inherent dangers of impaired driving. The Highway Safety Division is responsible for developing and assessing safety improvement plans to prevent highway injuries and fatalities.
Our Solution:
Given the prevalence of operating vehicles under the influence in Massachusetts, specifically among men between the ages of 18-35 years, The Rendon Group developed the “Drive Sober” public awareness campaign that would span the Commonwealth. This campaign was designed as both a strategic media effort and a grassroots movement. TRG utilized research to determine the best messaging and creative approach, strategic media placement and coalition building to spread the campaign message directly to the target audiences.
Results:
Over the course of one year, TRG developed a community coalition comprised of local police departments and community advocates to help spread the campaign’s message, public service announcements, and social media graphics through their social media platforms, community meetings, and web sites. Although this was a 12-month effort, the holiday season is a particularly dangerous time in terms of impaired driving. With that in mind, TRG developed a PSA specifically for the holiday season.
As an example of our work, TRG developed the following holiday media campaign:
Drive Sober December Media Campaign – “Keep the Holidays Happy”
- Production of (1): a 30-second television commercial
- Developed and placed targeted paid media campaign
- Designed and conducted earned media effort
- Worked with public safety and local police departments to utilize their social media platforms to promote the message.
Most importantly, in just one month this campaign garnered 6,239,000 impressions. In addition, the Highway Safety Division established a network of police department contacts willing to promote quality campaign materials.
