BACKGROUND
According to The National Safety Council, 1.6 million crashes each year are caused by texting and driving. Chevrolet asked us to help them do something about it. My team and I organized a global hackathon with 29 brilliant teens from across the world. We prototyped an app that played personalized messages when drivers picked up their phone while driving. A beta version of the app was tested with Wayne State University, and the results showed the app dramatically decreased texting and driving among participants. The app worked!
Now all we needed was a fresh, youthful campaign to drive awareness of Chevrolet's effort.
Brand Truth
Chevrolet believes in finding new ways to keep families safe on the road.
Chevrolet believes in finding new ways to keep families safe on the road.
Cultural Insight
Over 80% of teens will stop texting and driving if their friends say it’s stupid.
Peer pressure saves lives. Typical advertising and scare tactics don’t.
Over 80% of teens will stop texting and driving if their friends say it’s stupid.
Peer pressure saves lives. Typical advertising and scare tactics don’t.
Desired Experience
Calling your friends "dumb" can save their lives.
Calling your friends "dumb" can save their lives.
THE IDEA: CALL ME OUT
This energetic and youthful social movement got teens to call each other out for texting and driving. The campaign centered around our mobile app, which we named Call Me Out, that played personalized “call outs” when drivers picked up their phones while driving. The campaign was launched with popular social influencers, videos in the waiting rooms at DMV's across the country, wild postings in college campuses parking garages, a hidden-camera social experiment and tons of social content.
DYNAMIC LOGO SYSTEM
Allows for a variations of colors, handwriting and photo integration.
Allows for a variations of colors, handwriting and photo integration.
HERO INFLUENCER CONTENT
Featuring Mike Tompkins
Featuring Michelle Khare
Featuring the Merrell Twins
POSTERS & WILD POSTINGS
DMV ANIMATION
Social animations
SOCIAL experiment: "distracted driving school"
INFLUENCER CONTENT
CALL ME OUT APP INNOVATION VIDEO
MERCHANDISE
