In an important partnership with AAA National and NHTSA, we created a month-long campaign educating people on the dangers of texting while driving. The National-approved creative was fine, but I was sure we could improve upon it and possibly make it more relevant to Pacific NW audiences.
On submitting it for approval, National ended up liking our artwork enough to make it available to all other clubs. (Not a frequent occurrence!)
Along with billboards, in-store signage, and a full array of social ads across all channels, we had shirts and jerseys made for our member-facing teams and developed some fun engagement activities to help educate visitors.
The end goal was to encourage members to sign the pledge saying that they'll either secure their phone while driving, hand it to a passenger, or put it in driving mode for the duration of their trip. They'd take a selfie with one of our staff as their pledge goes on the wall.
