In spite of countless PSAs and scare-tactic ads, texting & driving activity continues to increase. People all know it is dangerous, but everyday they do it anyway.
The Brief: Give people a new way to think about the danger of texting & driving.
Our strategy focused on making people see texting & driving through the lens of a behavior that is universally considered unacceptable to society – Drunk driving. We grounded it in the shocking statistic that distracted driving causes more injuries per year than drunk driving.
We executed this strategy via hidden camera style video storytelling and social-only distribution. Knowing that emotion drives social sharing we architected the story arc to shock the viewer and force self-reflection.
There was no paid media available (non-profit), so success was entirely dependent on earned PR, influencers and organic sharing.
The Results: In the first 30 days the video earned over 70,000 views, 4MM+ PR impressions and 7,500 social shares.
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