Virginia Department of Motor Vehicles
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.
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.