Rockit Science helped save thousands of lives over a three-year period by reaching core segments, reducing fatalities, and increasing seat belt usage in multiple states through funds provided 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 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 while their traditional advertising consumption was decreasing at staggering rates.
The Approach
The Agency was engaged to develop, deploy, and research pilot programs focused on reaching teen segments across multiple states. Through qualitative research modules and discovery huddles with teen focus groups, a new campaign messaging platform position model was developed to ensure successful engagement and consumption of the core Click It or Ticket message. Teens viewed previous campaigns as pure scare tactics. Through non-traditional experiential strategies via digital/social media channels, the Agency was able to engage the target groups. These tactics included street posters, reverse graffiti, and in-theater standees that provided photo opportunities for social sharing. Additional toolkits for Hispanic teens were developed 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 fliers that engaged users to "take one" and call a 1-800 number to learn more about each particular flier. Each of the flier 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 lengths that drivers, who were not wearing their seatbelts, were thrown from cars.
The Results
4,100 Lives Saved
The number of deaths declined during the pilot program engagement in comparison to the previous annualized enforcement period.
32.7% increased belt use
32.7% increase in seat belt usage over the previous enforcement period.
45,750 shares
45,750 hashtag and photo shares for in-theater standee.
- Coming Soon
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