CAMPAIGN STRATEGY

PSAs frequently illustrate the reaction. After the crash, injury, or death, characters respond with remorse. It’s that gutted feeling that viewers walk away with.

With our campaign, “1,000 Ways,” we’re taking a different tack. This PSA uses peer pressure to prevent distracted driving by illustrating scenarios where passengers save the day. It’s not dramatic, it’s obvious. It’s not a freak accident, it’s just the right thing to do. We’re aiming to encourage passengers to adopt a new behavior, using vignettes to highlight different characters with different backgrounds in (very) different cars.

There are 1,000 ways to stop a distracted driver. Choose one.

CREATIVE DEVELOPMENT

Distracted driving impacts everyone. Even this motley crew.

To shoot "1,000 Ways" we needed jib cranes, gimbals, hood mounts, shoulder rigs, and a scenic California coastline at sundown. Off to LA we went, where our scenes and characters could come to life. Thank you, city of Los Angeles, for attracting rare talent, like a man who's beard matches his collie's ponytail and an actor who happens to own a 1969 Chevrolet Corvette Stingray ZL1.

Thirty-second spots becomes thumb-stopping snacks.

"1,000 Ways" aired on television, streaming services, and just about every social platform. To extend the campaign further, we turned to motion graphics. Our footage featured over-the-top-emotive reactions, which lent themselves to snackable content. We told the same story using type to stop thumbs — despite silent mode.

THE RESULTS

The campaign’s goal is to reach 100 million impressions across the country over the next 6 months. Just 6 weeks in, the spot has already run on 395 tv stations across the country. We have already garnered 38 million impressions, which is 54% above our goal.