Driving Change Campaign
AD: Nicole Chavez | CW: Laci Mosier | CD: Carolyn Connolly | My role: Writer | Agency: T3
Talking to teens about anything is difficult, let alone about safe driving. Knowing how important this topic can be, The Allstate Foundation gave parents the tools they needed to start the conversation and, in ten years, helped reduce teen driving fatalities by 48%. We helped them commemorate this achievement by launching a ten-day, multi-channel social media campaign. Influencers and artists brought safety-related facts and figures to life across Facebook, Twitter, Instagram and a microsite hub. Our audience was invited to share their own safe driving thoughts and tips for a chance to win a monetary prize, prompting over 250 thousand engagements and 19 million impressions.