The Colorado Department of Transportation (CDOT) was on a mission to increase seat belt usage by 2.2%. It counted on its annual Click It or Ticket is a high-visibility enforcement campaign to raise awareness, increase seat belt usage and save lives on Colorado highways. Their strategy included several programs to support the national and statewide paid media campaigns. These programs include an earned media campaign, development of collateral materials and development and execution of advertising creative concepts.
CDOT’s lead agency partnered with Kecia to focus on three key elements of the campaign:
- Developing a strategic messaging platform to use for news releases, fact sheets, signage and video B-roll.
- Conducting media training with CDOT officials, Colorado State Patrol and law enforcement.
- Planning three press conference events and a statewide media tour.
End results: Happy partner. Goal achieved. Seat belt usage moved from 79.2% the previous year to 82.5%.