AAA | Distracted Driving TV Campaign 'Game Day'
Channel: Merit/Andrew
Date: 26/07/2023

After nailing the insurance spots, AAA's PR team picked us for a brand-new distracted driving campaign.

AAA, being a champion for road safety, wanted to curb the surge in distracted driving mishaps. The rise in accidents was alarming, and it seemed like no one was paying attention. We knew we wouldn't reach everyone, but we were hopeful of making a difference, even with our tight media budget.

First up, we dove into research, exploring the reasons behind distracted driving. We noticed similarities with drunk driving and the success of campaigns in reducing it. It clicked - let's use decades of drunk driving messages to tackle this modern menace. Hence, 'Don’t Drive Intoxicated. Don’t Drive Intexticated.' was born. If we could make texting at the wheel as frowned upon as drunk driving, we'd win PR points and, more importantly, save lives.

Our campaign spanned TV, radio, print, in-store, and even AAA vehicles carrying the message.

At the end of the day, the campaign racked up more than 102 million impressions. The TV spot was broadcasted around 25,000 times on top TV stations and popular cable networks. Plus, it bumped up distracted driving awareness from 8% to 25% in California, and from 2% to 14% in other regions. Not too shabby!