VIRGINIA DEPARTMENT OF MOTOR VEHICLES
Despite thinking they’re invincible, young men are way more likely to get in car wrecks than women or older men. But because men don’t pay attention to typical PSAs, the Virginia DMV was at a loss when it came to getting these guys to take car safety seriously.
If you can make young guys laugh, you can make them think. So, after we dove into consumer research to find which messages resonated with our audience, we took those messages and made them funny. What we ended up with was a campaign that hit on drunk driving, distracted driving, speeding and buckling up, and we were able to get a serious message across without taking ourselves too seriously.
11.5% decrease in overall fatalities from crashes related to safety areas
17.7% decrease in alcohol–related fatalities
4.9% decrease in speeding-related fatalities
20.3% decrease in distracted driving
12.3% decrease in unbuckled driving