HOUSTON GALVESTON AREA COUNCIL
The Houston area has ranked no. 1 in traffic accidents in the US in the past years*. Even though drivers in Houston are aware there is a major safety problem while driving, they are still texting, speeding or being aggressive as they drive.
OLVs • SOCIAL MEDIA • RADIOS • OOH EVENTS • DIGITAL
The common concern is they might get a ticket, but only few are concern of an actual fatality.
We developed a campaign to communicate these statistics and the consequences of distracted driving.
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*Source: National Highway Traffic Safety Administration
We created the concept
"WHAT'S IT GOING TO TAKE?"
Using different scenarios that went from the funny and the unexpected, to the more serious and dramatic, to tell drivers to learn the facts and change their driving habits, or face the consequences.
With the slogan "Pay attention or pay the price" and the handle #DriveItHome, we launched a fully integrated campaign using HTX's unique symbols such as astronauts, armadillos, and even the Houston's Zoo gorilla celebrity Leom, and invited all drivers to pay attention, or pay the price.
The campaign was done in 4 different languages: English, Spanish, Chinese and Vietnamese.
Our message was delivered through a holistic program that included OLVs in two languages, radios in four languages, social media content for IG, FB and Youtube, digital banners, events, and an experiential effort with the Ghost Bike project that helped served our message.
As the Houston-Galveston Area Council moves to make the Houston area an accident free city by 2025, efforts like these will be invaluable assets to make our area safer for all to drive in.
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So always remember to "Pay attention or pay the price".
