Rockit Science helped save thousands of lives by increasing seat belt usage in multiple states, using traditional, non-traditional and experiential advertising campaigns funded by the National Highway Traffic Safety Administration (NHTSA).
The Challenge
Odds of dying from an asteroid impact is 1 in 74,814,414.
Odds of dying while skydiving is 1 in 133,000.
Odds of dying from a car crash with no seat belt is 1 in 2.
Between 2014 to 2018, more than half of the passenger vehicle occupants killed in car crashes weren’t wearing seatbelts. Thousands of lives were at stake, and the NHTSA was faced with the overwhelming challenge of figuring out a way to reach teen segments, whose traditional advertising consumption was decreasing at staggering rates. New strategies and tactical methods, like experiential advertising and digital media buys, needed to be explored in order to reach this audience.
The Approach
The NHTSA engaged Rockit Science to develop, deploy, and research pilot programs focused on reaching teen segments across multiple states. Through qualitative research models and discovery huddles with teen focus groups, we developed a new advertising campaign and brand messaging platform position model to ensure successful engagement and consumption of the core Click It or Ticket message. Teens viewed previous advertising and communications campaigns as pure "scare tactics."
Through non-traditional experiential messaging strategies via digital, social media content creation, the Agency was able to engage the target groups. These tactics included street posters, reverse graffiti, and in-theater standees that provided social media sharing opportunities. We also developed toolkits for Urban and Hispanic teens for rollout to high schools.
Hitting the Streets
The Agency commissioned local artists to illustrate community posters in the style of popular street art to reach young teen drivers. The graphics were designed to be more playful and less stern than materials used in past Click It or Ticket campaigns in order to connect with teens. The posters were hung at popular teen hangouts and were used on other collateral handouts such as t-shirts and stickers.
Dial 1-800 Click It
The Agency designed whimsical flyers that engaged users to "take one" and call a 1-800 number to learn more about each particular flyer. Each of the flyer lessons delivered the "Click It or Ticket" message in a comical manner.
Reversing the Negative
The agency power-washed campaign messages and powerful stencil visuals on sidewalks in high-traffic areas. The stencils displayed the actual distances that drivers not wearing their seatbelts were thrown from cars during car crashes.
The Results
4,100 Lives Saved
The number of car crash deaths declined significantly during the pilot program engagement in comparison to the previous annualized enforcement period.
32.7% increased belt use
There was a 32.7% increase in seat belt usage over the previous enforcement period.
45,750 shares
There were 45,750 hashtag and photo shares from in-theater standees.
- Coming Soon
Asteroids:
Use [A][S][W][D] or [←][↑][↓][→] to MOVE
Use [SPACE] or [K] to SHOOT