CHALLENGE:
Nebraska ranked 47th in the United States in terms of seatbelt usage. The NDOT needed a way to convince 18 to 35-year-olds to make a habitual change.

INSIGHT:
Our audience does not respond well to the "Click It or Ticket" paradigm, hence seatbelt decisions are more influenced by love rather than fear.

STRATEGY:
Develop a series of campaigns using real scenarios aligning with our personas, making younger Nebraskans think about the true reason they adopt safer behaviors.

RESULTS:
1.1M Earned & Paid Impressions
9% ↑ Statewide Reported Seatbelts Worn