In a world where distractions seem to abound, especially for young drivers and passengers, ensuring safety on the road is paramount. The Texas Department of Transportation's (TxDOT) Teen Click It or Ticket campaign couldn't have come at a more crucial time. To spread awareness about the importance of wearing seat belts among young drivers and passengers aged 15-20, we, on behalf of our client, sought to make a significant impact during the 2024 statewide campaign running from February 1st to February 15th.
The campaign employed a multi-faceted approach to reach its target audience, incorporating various elements to maximize outreach and engagement:
Public Relations:
Statewide media pitching efforts were in full swing throughout the campaign, with press releases, talking points, and localized media advisories disseminated to Public Information Officers (PIOs) and Traffic Safety Specialists (TSSs). The campaign announcement was also prominently featured on the TxDOT Newsroom platform, ensuring widespread visibility.
Paid Media:
Utilizing both statewide and targeted market strategies, the campaign leveraged streaming TV/OTT, streaming audio, traditional radio, digital display ads, and social media ads to reach young drivers and passengers where they are most active.
Digital Campaign Toolkit:
A comprehensive toolkit comprising various resources such as television and radio public service announcements, digital display banner ads, social media ads, and print collateral was made available for dissemination. The toolkit, available in both English and Spanish, facilitated seamless communication of the campaign's message across diverse channels.
Outreach Events:
Taking the campaign directly to the heart of its target demographic, outreach events were organized at high schools across six districts in the state. These events featured live demonstrations, including a Rollover Convincer demonstration and a compelling crashed truck survival story. To further incentivize participation, teens were encouraged to visit teenclickitorticketpledge.org, where they could pledge always to wear their seat belts and stand a chance to win coveted AirPods Max headphones provided by iHeart Media.
The Pledge Sweepstakes:
One of the highlights of the campaign was the pledge sweepstakes, where teens who took the pledge to always wear their seat belts were automatically entered for a chance to win AirPods Max headphones. Partnering with iHeart Media for this initiative added an exciting dimension, transforming a simple act of commitment into an opportunity for reward. The response was overwhelming, with over 6,300 completed entries pouring in within two weeks.
By combining targeted messaging, engaging outreach events, and innovative incentives, the campaign succeeded in raising awareness about the importance of wearing seat belts and encouraged teens to commit to their safety on the road. As we look ahead, initiatives like these serve as a beacon of hope in our collective efforts to create safer roads for all. Remember, every click of that seat belt could be a lifesaver.