Governor’s Traffic Safety Bureau
Behavior Change Marketing Campaign
vimeo-video-thumbnail

Challenge

Significantly reduce injuries and fatalities on Iowa roads while overcoming resistance to traditional “authoritative” messaging that tells drivers how to behave.

Truth

Our research revealed that many self-described “good drivers” see others as the problem –– not themselves. And they rarely consider that their own actions could put someone else at risk. As a result, they justify risky behavior behind the wheel, believing they can get away with it. But when confronted with the real, personal consequences of those choices, their perspective changes dramatically.

Impact

  • Impaired-driving fatalities decreased 33%
  • Speed-related fatalities decreased 11%
  • Unprotected-person fatalities decreased 13%
Two Iowa Governor's Traffic Safety Bureau story ads shown on two phones. The photo on the left shows broken glass on a road with a caption that reads, "Texting or scrolling socials while driving can be deadly. Put your phone away. No one's a good distracted driver. Learn more." The photo on the right shows two teenage boys in a car looking at a phone while driving with a caption that reads, "No one's a good distracted driver. In 2022, 48% of people killed by distracted teen drivers were other teens. Learn more."
Two photos of Iowa Governor's Traffic Safety Bureau ads. The one on the left shows a TouchTunes machine with an ad displaying the copy "No one's a good drunk driver. DriveSmartIowa.com" against a photo of broken glass and an odometer. The outdoor board on the right shows a bright yellow background and a person holding a phone displaying the message, "Focus!" The ad copy reads, "No one's a good distracted driver. DriveSmartIowa.com"
Various screenshots of the Iowa Governor's Traffic Safety Bureau website DriverSmartIowa.com.
Iowa Governor's Traffic Safety Bureau ad atop a gas pump. It is high-contrast black and yellow and reads, "2 minutes to fill up. 2 seconds to buckle up. No one's a safe unbuckled driver. DriveSmartIowa.com"
Various Iowa Governor's Traffic Safety Bureau ads including a social post, an animated banner ad, and a social story ad.

Let’s