Governor’s Traffic Safety Bureau
Behavior Change Marketing Campaign
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%





Let’s
Let’s