Missouri’s unbuckled truth
When MoDOT enlisted help to create their seat belt campaign, the challenge was clear: Missouri was ranked 34th among the 56 surveyed states and territories for seat belt use. Young males aged 18-35 comprised the largest percentage of drivers involved in fatal crashes while not wearing a seat belt.
When MoDOT enlisted help to create their seat belt campaign, the challenge was clear: Missouri was ranked 34th among the 56 surveyed states and territories for seat belt use. Young males aged 18-35 comprised the largest percentage of drivers involved in fatal crashes while not wearing a seat belt.
The creative opportunity
According to academic literature, young men are particularly influenced by social consequences such as shame, approval, and conformity. We tapped into these influences and induced discomfort to drive meaningful change.
According to academic literature, young men are particularly influenced by social consequences such as shame, approval, and conformity. We tapped into these influences and induced discomfort to drive meaningful change.
The campaign needed to be immediately personal, consequential, and disruptive, making the most of a limited media buy through attention-grabbing creative. It needed to create lasting behavior changes with our young male target, motivating them to wear their seat belts.
The Campaign: Click It or Miss It – Pushing the disrupter envelope
This campaign motivated noncompliant male drivers by using an evidence-based technique that influences behavior by showing real, personal, and direct consequences. It leverages the most powerful fear appeal for young people—the fear of missing out on everything. The campaign imagery features young people at social gatherings, but in each image, someone is ghosted out and missing—due to the fatal consequence of not wearing a seat belt.
This campaign motivated noncompliant male drivers by using an evidence-based technique that influences behavior by showing real, personal, and direct consequences. It leverages the most powerful fear appeal for young people—the fear of missing out on everything. The campaign imagery features young people at social gatherings, but in each image, someone is ghosted out and missing—due to the fatal consequence of not wearing a seat belt.
AD: Tony McCue
Static Social
Social Carousel
Social Carousel
OOH - City placement
OOH – Ozarks
OOH – Rural
Digital Display