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Tag Archives: communications campaign

Illinois DOT Launches Innovative ‘Driving Dead’ Traffic Safety Campaign

Posted on August 25, 2014 by Lloyd Brown
6

The Illinois Department of Transportation has tackled an ambitious campaign to eliminate traffic fatalities and it doesn’t look like any other highway safety campaign I’ve ever seen.

The new Driving Dead Series will feature Michael Rooker from the TV series Walking Dead and “involves a cast of central characters living in a Zombie-filled, post-apocalyptic world,” according to an Illinois DOT new release.

The novel approach to build an online campaign focused on a specific audience of younger adults who, according to research, are more likely to get behind the wheel after drinking or drugging.

“Far too many people still mix alcohol, drugs and driving. Young people, in particular, often don’t understand that impaired driving is a crime, and a serious one — and they also are less likely to buckle up,” said Acting Transportation Secretary Erica Borggren. “These same young people ages 21-34 no longer receive news through traditional means. We’re hopeful this new series will catch their attention and give them a reason to log on or check their mobile devices. When they do, they’ll be entertained — and most importantly, they’ll receive a life-saving message.”

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Posted in Communications, Research, Social Media | Tagged audience, communications campaign, drunk driving, Facebook, highway fatalities, Illinois Department of Transportation, Instagram, messaging, michael rooker, public engagement, public outreach, Public relations, safety, safety announcement, safety campaigns, Social media, social media tools, Social network, state transportation agencies, StateDOTs, strategic communications, strategic messaging, Target audience, target audiences, Toward Zero Deaths, Traffic safety, traffic safety campaign, Twitter, TZD, web site, Youtube.com, zombies | 6 Replies

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