We’re partnering with OHSP to create impactful campaigns that meet consumers where they are most likely to consider and act on relatable messaging to adopt safer behaviors. Our audiences are as diverse as Michigan residents, demanding unique strategies and tactics to connect and motivate drivers, riders, pedestrians and bicyclists.
Michigan has one of the highest seat belt use rates in the country but it’s not perfect. There are still many motorists who won’t buckle up. Seat belts save lives, no question. But not everyone’s got the message. So, we created a new one, especially crafted to connect with the most stubborn seat belt neglecters—young men.
Post-campaign, seat belt use in the state increased from 93.4 percent to 94.5 percent, according to a Michigan State University observational study. One percent may not seem incredible. But for every one percent increase in seat belt use, traffic safety experts expect 10 fewer traffic deaths and 100 fewer serious injuries.
We created an immersive experience to compel young men to get a ride instead of risking driving drunk. The 360° video uses intrigue and gaming to illustrate how one bad decision can have a devastating impact.
In just one year, the campaign has generated 33,193,116 impressions across multiple platforms.
In Michigan in 2016, one in three motorcyclists killed in single-vehicle crashes had been drinking. Motorcycling is a skill. It’s an escape. It’s serious. To capture the experience and punctuate the point, we take riders on the ride of their life.
36.5%
Recalled TV spot
42.6%
Recalled online ads
32.6%
Recalled billboards
