The mission of the Executive Office of Public Safety and Security is to reduce fatalities, injuries, and economic losses from motor vehicle crashes on Massachusetts’ roadways. We work with the Highway Safety Division on all marketing, advertising, public relations, and media buying for seven traffic safety campaigns. Our campaigns, which we fully develop and manage, are designed to work within a highly targeted media mix that includes TV, digital, social, out of home, and radio.
For our drunk/drugged driving prevention and seatbelt safety campaigns, we were tasked with the challenge of convincing males 18–34 to adopt safe driving behaviors, a population notorious for risk taking and feelings of invincibility. Armed with research from statewide online surveys and focus groups, we developed straightforward, no-nonsense messages that appeal to the male ego and build on their desire to maintain a positive self-image. After our most recent campaign to promote seatbelt use, Massachusetts saw a 4% increase in males buckling up – the highest ever seen in the state.
ServicesAdvertising, Creative, Branding & Marketing, Research & Insights