THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

Special Project

Special Project NEW!
From the 7th Annual Shorty Awards

Distracted Driving Awareness

Silver Distinction in Auto

Entered in Social Good Campaign

About this entry

April is Distracted Driving Awareness Month, and, as a car company, that is a mission Honda strongly supports. Instead of the usual scare tactics that most use, we wanted to take a different approach to reach young people. So we used a language they understood, a text conversation full of emojis interrupted by a car accident. A short video, called "On My Way," was shared around the Internet and got everyone's attention. This video was one piece of a larger corporate program for Distracted Driving Awareness month that also included #ThumbsUp social media posts utilizing emojis as well.

Why does this entry deserve to win?

It was amazing to garner this level of interest in a safety message – over $190k in Earned Media, 280k views, 54k engagements and a gif of video received over 1 million views and 16k engagements on Reddit. It was a unique way to relate a serious subject to a younger audience, with compelling creative to get people to pay attention. It went beyond shock value in a way that connected with young drivers. They shared and took note. This campaign was especially successful because it was able to break through when other telecoms and automakers were also making an effort to communicate during this month-long awareness effort by NHTSA.

Media

Entrant Company / Organization Name

American Honda Motor Co., Inc. and RPA Advertising

Link

Entry Credits