Project Description

Distracted Driving Case Study

The Task:
Conduct audience research and develop a series of statewide campaigns to reduce distracted driving on Washington’s roadways.

The Idea:
C+C created “On the Road, Off the Phone.” campaign and transcreated it into five languages. A statewide quantitative survey on attitudes and beliefs providing insights to inform the launch of Washington’s new distracted driving law and development of an annual campaign aimed at reaching mothers with young children in both English and Spanish. Both award-winning campaigns include partner toolkit materials, video PSAs, social media, paid radio and digital video ads, media events (including an event with the Governor) and multicultural paid and earned media.

The Result:
A 2019 observational study on distracted driving by the WA Traffic Safety Commision showed a 40 percent decrease of people using their cell phones while driving. The paid media campaign budgets were leveraged by more than 50 percent and C+C’s media relations led to 2,200 news stories garnering 1.4 billion media impressions.