Virginia Department of Motor Vehicles

Government  |  Integrated Campaign
(Research, Logo, Collateral, Advertising)

About the Client

Dying2Drive is a Virginia teen driver safety and education initiative of the Virginia Department of Motor Vehicles. The program aims to reduce teen-related car crashes and save lives among Virginia's teen drivers through an integrated marketing and communications campaign targeting teens, parents, businesses, and educators.


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Challenge

  • Promote awareness of the program as well as safe driving habits.

  • Determine baseline awareness of the issue of unsafe driving and measure changes in behavior and awareness of the campaign over time.

  • Develop memorable messaging and branding that resonates with each target audience.

  • Recruit corporate and media partners to support the program.

Solution

  • Conducted pre- and post-launch focus groups and surveys among target audiences to determine awareness and changes in awareness and behavior.

  • Developed the Dying2Drive name, brand, and visual identity.

  • Created and implemented a comprehensive, state-wide strategic marketing and media plan, including print, outdoor, television, radio, and cinema advertising buys.

  • Negotiated corporate partnerships, regional participation with schools and public agencies, and media partnerships.

  • Directed public relations efforts, including writing press releases and news alerts, pitching stories, and coordinating press and special events.

  • Wrote and art-directed a :60 video PSA for television and cinema advertising, and a :30 radio PSA.

  • Wrote and designed all print advertising and supporting marketing materials/collateral, including stationery, kit folders, brochures, and bumper stickers.

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