CASE STUDIES: DOTD: DESTINATION ZERO DEATHS
Challenges:
- Decrease fatalities due to alcohol impaired driving statewide
- Increase seatbelt use statewide and educate drivers of a new Louisiana state law requiring all passengers to wear seatbelts
Strategy
- Implemented a multi-media campaign around the provided tag ‘Destination Zero Deaths’
- Conducted research to measure message effectiveness
- For the PSA campaign to appeal to a diverse target audience, a series of television and radio commercials were produced ranging from light and comical to somber and graphic
- Media added-value was leveraged to allow campaign to fully saturate Louisiana markets
Results:
- Delivered 213% for the allocated media budget
