CHALLENGE

Here’s a harsh truth: young dudes crash cars. And since they also don’t wear seatbelts, they get seriously injured when they crash. It’s true nationally, and as more young men move to Virginia, it’s happening more here too. The Virginia DMV wants to make that stop, but how do you reach 20-34 guys who don’t care about classic PSA messaging? 

THE MOVE

We started by digging into what would get young guys to buckle up – and a lot of times, it really has to do with that annoying dinging in your car! We created a multimedia campaign that played off the “ding”, asking people who care about their unbuckled loved ones to bug them into wearing a seat belt. Dogs. Kids. Passers-by. They’re all getting into the cause to convince our hero to stop the ding.