Changing Behavior
The Challenge
Reduce crash fatalities and serious injuries on Illinois roads by promoting safe driving behaviors.
Objectives
Implement seven targeted campaigns to educate drivers and change behaviors related to impaired driving, distracted driving, work zone safety, motorcycle safety, pedestrian and bicycle safety, occupant safety and speeding to reduce overall roadway incidents that are the cause of fatalities and serious injuries.
Impaired Driving
Distracted Driving
Work Zone Safety
Motorcycle Safety
Pedestrian & Bicycle Safety
Occupant Safety
Speeding
The Campaign
Messaging
Engage the audience
Launch a statewide campaign
Strategic creative placement
Cultural adaptation of creative into Spanish
Designed and built It’s Not a Game website in English and Spanish
Planned and executed statewide strategic media campaign
Negotiated a $4.9M statewide media buy
Developed a support toolkit for community influencers
Proven Results
Quantifiable Success
Website Traffic
+
0
%
Audience Engagements
0
K+
Digital Impressions
0
M+
Roadway Fatalities
-
0
%
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Campaigns to the Classroom
Throughout the 2023 Fall Semester, DCC has been collaborating with Illinois State University students studying Foundations of Integrated Marketing and Communications (MKT 233).
