Background
Drive Safe Alabama (DSA) was created as part of the Alabama Department of Transportation’s (ALDOT) Strategic Highway Safety Plan to brand the safety efforts developed under the plan. ALDOT tasked Stamp with creating a new campaign to support the Drive Safe Alabama initiative in three key areas: seat belt safety, drinking and driving, and distracted driving. Using Alabama Crash Facts data and information from focus groups and phone surveys, the “We Can’t Live Like This” campaign was born.
Reasoning
Alabama Department of Transportation was ready for new creative to reach their largest and most important target—male drivers 16+. This group has been shown to be the biggest offender when it comes to safe driving. ALDOT wanted something unexpected and edgy that would grab the attention of this target audience and make them think about the consequences of bad driving behavior.
Challenges
Take a serious topic and make it attention-grabbing. While we wanted an unorthodox approach, we didn’t want to distract from the seriousness of the topic.
Solution
The thinking behind this campaign is to bring a surreal sense of the decisions we make before we get behind the wheel. Using real people, acting as if this type of dialogue is normal, adds to the impact. The goal was to get viewers to put themselves in the shoes of the actors and pause to think, “are these the subconscious decisions I make.” We can’t live if we act as though getting behind the wheel and choosing to put lives at risk is normal behavior. There is a genuine “introspective” feel to these ads that will make people feel uneasy and consider behavior modification.
TV spots we created for distracted driving and seat belt safety were broadcast on TV (including OTT networks) and social media statewide. Social platforms had over 6.7M impressions and 4.7M video plays.
The Media Campaign was supported by Statewide Vinyl and Digital Out-of-Home Boards, Digital Ads, and Social Media
Snap Chat ads for seat belt safety, drinking and driving, and distracted driving had over 9M impressions and 694K :02 video views.
Services
- Research Interpretation
- Campaign Development & Management
- Copywriting
- Art Direction & Graphic Design
- Broadcast Production
- Animation
- Motion Graphics
- Photography
- Videography
- Digital Strategy & Marketing
- Marketing Strategy
- Media Planning & Management
- Pay Per Click
- Social Media Management & Listening
