Case Study - Caltrans
Our Hero
California Department of Transportation (Caltrans - Sacramento, CA)
A Very Dangerous Situation
More than any other group of California drivers, younger (16-25) and risk-taking male motorists are frequently unprepared for last-minute merges and sudden stops in highway work zones. This all too often kills or severely injures highway workers, pedestrians and fellow motorists.
And a Tough Challenge
In-depth research showed that most young drivers (especially males) don't respond to the rational facts and statistical logic of highway safety. They just don't believe that terrible things can happen to them... and ignore the massive factual evidence to the contrary.
The Insight That Changed the World for Caltrans and Work Zone Safety
Through concept testing, we discovered that stark, graphic visualizations of the dangers these young drivers and their passengers face (and the consequences of serious traffic accidents) really hit home emotionally - and have the best chance of changing behavior.
We evolved the existing "Cone Zone" campaign to better drive home those powerful emotions. The new "Cone Zone" was rolled out through Caltrans districts, community events, partnerships, high school outreach, public relations, media advertising, online... and quickly started to create more informed, better and safer young drivers in California.
The Results
We went on-air with the new "Cone Zone" just one week after contract approval. In two years, campaign awareness grew from 39% to 64% (with awareness among Hispanics rising to 75%). Behavioral change more than doubled from 10% to 24% with more people driving more safely in cone zones. Finally, through bonus media weight and partnership value, we helped our client benefit from $22,000,000 in free added value in 2005 and 2006 - five times the actual media budget.
