It was a little more than a year ago that I wrote about an innovative transportation safety awareness campaign, the Driving Dead Series, that was being launched by the Illinois Department of Transportation.
It seemed strange to feature zombies in a safety campaign, but with literally millions of views in the last year, the people behind the campaign must have known what they were doing.
The campaign targets young men who tend to tune out traditional safety messaging and who also tend to be responsible for more risky behaviors such as driving aggressively or without seat belts.
Last month the campaigned published its fourth installment of the Driving Dead story (see below), which features actor Michael Rooker who starred in the Walking Dead TV series. In just a few weeks, this fourth episode has garnered more than 585,000 views. In all, the four webisodes have been viewed more than 3 million times.
If you missed the zombies last year, it’s time to take another look. The key is not so much the zombies, but rather they intense attention to the target audience – in this case young men – that resulted in a campaign solely focused on reaching that audience in a relevant way.