Drunk Driving Prevention
Background and Objectives:
In October 2009, the Ad Council and the National Highway Traffic Safety Administration (NHTSA) launched a social media program to extend the reach of their Buzzed Driving is Drunk Driving campaign. The goal was to inspire a national dialogue about the consequences and dangers of 'buzzed driving' in an effort to motivate our target to stop driving "buzzed." Additionally we wanted to encourage the target to visit the campaign's landing page, where they could interact with the campaign tools and resources.
PR and Social Media Strategy:
- Live Twitter events during key holidays
- Blog outreach
- Promotion of existing tools (videos and pledge) and creation of new shareable designated drive badge
- Social media maintenance of the campaign's Facebook and Twitter properties
In one year, the three Twitter parties conducted for this campaign reached approximately 5.6 million people. Additionally, more than 192 blogs posted about the campaign during the key holidays in 2010. Furthermore, the number of "likes" on Facebook nearly quadrupled to 4,400, and the number of Twitter followers doubled to 1,500. Finally, on the Buzzed Driving campaign landing page, more than 7,050 people signed the pledge to not drive buzzed, the buzzed widget has been viewed and/or shared 907 times and there have been over 1 million page views.
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