CHALLENGE: The number one killer of teens is car accidents. Their brains, literally, aren't wired correctly at this age to drive carefully. How can we communicate to teens in a way that they will absorb this important message
STRATEGY: Use humor to speak directly to teens in an approachable non-threatening way that doesn’t sound preachy
SOLUTION: We created an original “headless” cartoon character (a bobble head-less doll) to drive the message home that driving while texting, talking or listening to loud music is just Mind-less. Several digital and print materials were produced. The teens also received a series of engaging comic books that were really informational manuals in disguise.
RESULT: The campaign garnered governmental attention and is being implemented all across the country
