Some samples, enjoy
Encouraging Parental Involvement
The Challenge:
In addition to its work preventing traffic fatalities, the Automotive Coalition for Traffic Safety wanted to help parents prevent tragedies that happen in parking lots and driveways, such as heat stroke, back-overs and kids accidentally putting a car into gear. Warnings already existed. What the Coalition wanted to add was guidance parents would seek out and follow.
Typical Approach:
Issue the same warnings as always, but explain the risks in a more engaging way.
Our Approach:
Stop focusing on risks, and provide parents what they really want — a sense of what other parents are doing. We surveyed parents and learned most parents reported closely supervising their young children. Nine out of 10 parents said they never leave a child five years or younger alone in a car — not even for a minute. Most held a child's hand in a parking lot until at least age seven. Then, we used this normative data to encourage outlier parents to provide greater supervision. Parenting, our campaign pointed out, can be a car's best safety feature.
The Results:
Talk about the issue spread across the national news. General Motors helped get the message out to drivers via radio ads on XM Radio stations. And partners such as WIC and auto dealers shared brochures with parents.
Creative
