Idaho Office of Highway Safety
Idahoans face more distractions than ever before — both on the road and from marketers. To raise awareness about safe driving and behavior, the Idaho Transportation Department came to DW in search of campaigns that were provocative, informative and even inspirational.
We helped ITD turn data into powerful messages that changed behavior. Whether encouraging partygoers to make a plan for a sober ride home or reminding motorists to watch for motorcycles, we took ITD down roads it had never been before. For much of the marketing, we included a brand theme of “Be here tomorrow” and created a number of micro campaigns under that brand umbrella.
Many safe driving campaigns target broad groups – seat belt usage, aggressive road behaviors and impaired driving prevention. And while these program areas affect everyone, we see rural 18–34-year-old males over-represented in Idaho’s crash categories. So we teamed up with NFL Star, Leighton Vander Esch to create videos that remind his fans to buckle up for all the moments they have ahead.
The campaigns met young Idahoans where they hang out, with a wide mix of media and messages native to the platform including
- Twitch & YouTube
- Social Media (Twitter, Instagram, Snapchat)
- Bar jukeboxes
- Local sports broadcasting
Reaching out through diverse mediums gives us broader reach and draws high engagement. A neutral tone and respectful language win audiences when presented with quirky, clever creative content.