Here in Virginia, a growing population of younger males means more and more vehicle crashes and deaths. It’s a trend that’s growing nationally – but how do we get it to stop? How can you convince a 20 to 34 year old guy to change his behavior? Classic PSA messaging isn’t working – so what’s going to “stick”?
We started by assuming we don’t know everything. We launched a consumer study to really understand what key safety decisions were leading to these crashes and deaths. We dug into the reasons why these guys weren’t wearing seatbelts, and tested messages to see what would resonate with them. The result: a campaign that covered drunk driving, distracted driving, speeding and buckling up, all presented with over-the-top comedy no young guy would forget.
LET'S DO SOMETHING GREAT TOGETHER
NDP is a creative and media agency headquartered in Richmond, Virginia, with team members across the country. The agency is proud to partner with clients like the Virginia Lottery, DMV, The Virginia State Police, Universal Fibers, VCU Health and The Jefferson Hotel, along with many others to bring their brands to life.