At the time of the campaign, dangerous driving accounted for 40% of the people killed in car crashes in New York City. We set out to combat reckless driving by capturing the stories of grieving family members and hosted them on a microsite that included safety information and facts.
Utilizing interview-style video clips and photographs of survivors standing at the fatal crash sites, we were able to grab the attention of passersby via targeted out-of-home and digital placements to increase retention with an emotional connection.
The assets evolved to incorporate our new “Your Choices Matter” headline, driving message recall as we transitioned to a larger city-wide safety campaign in support of the launch of the NYC Mayor’s Vision Zero Initiative.
