Case Study: DHSMV
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Ride proud. Dress Loud
CHALLENGE
Lacking the structural safety advantages of an automobile or truck, motorcyclists are more likely to suffer severe injury or death when involved in a traffic crash. In 2008, Kidd Group was charged with developing an awareness campaign for the Florida Department of Highway Safety Motor Vehicle’s (DHSMV) “Conspicuity” initiative, encouraging motorcyclists to wear articles of clothing that would make them easier to spot on the roadways.
SOLUTION
Motorcycle road warriors don’t take kindly to rules, so this campaign had to be especially attention-getting. In an effort to increase awareness about the importance of motorcycle visibility, Kidd Group developed an advertising campaign that urged motorcyclists to “Ride Proud. Dress Loud.” Advertising creative showcased motorcyclists donning hot pink, yellow and neon green motorcycle gear. A statewide media buy included cinema advertising and targeted print publications. Public relations planned and implemented a series of press events and media outreach across the state to launch the campaign message. In addition, a supporting online press kit with downloadable materials gave the press access to images and content before and after events.
RESULTS
Green leather chaps? Not the norm for the biker in black leathers, but it got attention. This campaign resulted in a reduction of passenger fatalities by 13.8 percent while operator fatalities were reduced by 2.6 percent in 2008. Media impressions for the kick-off press event reach over 5.2 million, while media impressions for the entire campaign totaled 5,277,952. Bright ideas also win awards: from local and regional Addy Awards to Public Relation Image Awards.
