Council Sparks Engagement and Reaches Targeted Audience with #CallsKill Campaign, an Integrated Creative & Media Strategy A Video Production & Content Promotion Study
The National Safety Council (NSC) is a nonprofit organization whose mission is to save lives by preventing injuries and deaths at work, in homes, in communities, and on the road through leadership, research, education and advocacy. NSC advances this mission by partnering with businesses, government agencies, elected officials and the public in areas where they can make the most impact – distracted driving, teen driving, workplace safety, prescription drug overdoses and Safe Communities.
Raise Awareness on a Critical Safety Issue for a Specific Audience
According to a recent poll conducted by NSC, 8 out of 10 Americans believe cellphones are addictive. This addiction to mobile devices has a major impact on distracted driving, including driving with hands-free devices.
NSC aimed to create a comprehensive campaign that would raise awareness on safety issues around driving and talking on the phone — both with or without a hands-free device. Eight in 10 drivers mistakenly believe hands-free devices are safer than using a traditional mobile device. NSC wanted to bring awareness to this misconception and help make the roads safer.
The Council conducted research to learn how to tailor a message that would effectively resonate with their target audience: mothers with young children. This research resulted in the campaign tagline #CallsKill.
“Our primary goal with this campaign was to build awareness around distracted driving. Cellphone calls, including hands-free calls, are a source of distraction,” said Kathy Lane, senior director of public relations at NSC. “It’s time to reconcile the cost of being constantly connected with the consequences of risky behavior behind the wheel.”
An Integrated Multichannel Approach that Builds Awareness and Drives Engagement
To develop a compelling, integrated PR and marketing campaign strategy, NSC turned to the video production, distribution, and media strategy team at PR Newswire, CNW’s sister company. From video creation to broadcast production and strategic media placement this team handled every aspect of the campaign, designing it to draw awareness to the issue and capture the attention of the target audience.
“Our strategy for this campaign was to reach a targeted audience using an integrated multichannel approach,” Lane said. "We wanted to create compelling content to catch the interest of our audience, and help boost exposure to our message."
The execution of the #CallsKill campaign was based on producing several relevant pieces of content and distributing the elements via relevant strategic channels.
The producers and animators, in close collaboration with NSC, created live-action Public Service Announcement (PSA) videos (:30 and :60 seconds) to serve as the centerpiece of the campaign, along with a variety of multimedia content, including a digital animation video and still photography. The team scripted and storyboarded the Council’s videos and radio productions to meet the specific needs of the targeted audience.
“We felt that one of the most effective ways to reach mothers with young children was to create PSA videos and audio with a powerful message highlighting the fact that all forms of communications, from texting to hands free phone conversations, can be distracting in a car,” Lane said. “We wanted the videos to have ‘shock value’ to quickly capture our target audience’s attention and drive them to want to learn more.”
The campaign was launched in early April to coincide with Distracted Driving Awareness Month, and National Safety Council observance. NSC used a branded landing page and content promotion solution from PR Newswire, similar to CNW’s Content Centre, as a central piece of its campaign launch.
The branded landing pagehoused key interactive elements of the campaign, including the #CallKills video, all easily downloadable by the public and media. Additionally, several calls-to-action and social media sharing options were included within the landing page to drive engagement. The branded landing page was followed by three additional news releases sent during the month, each highlighting separate aspects of the campaign.
To maximize the reach of the message and to target their audience, a strategic distribution strategy was developed. By working closely with this team of media strategy experts, a custom paid strategic media placement and earned media program was built to place all of the visual assets of the campaign in places they knew their target audience would likely be watching. Elements to the strategic media placement program include:
TV and radio PSA placements on female cluster stations
Mobile news-scroller: Headline appears in a breaking news scroll to mobile viewers on top websites and apps
Content recommendation tools
In-game video placement and retargeting
“Using a multichannel approach was key for us. We quickly realized that our target audience consumes information using various platforms. We wanted to maximize our reach by sending our message using different mediums and channels,” Lane said. “With this solution, we were able to target that specific niche audience within multiple channels.”
Award Winning Content, Campaign Engagement and Increase in Awareness
Gold Winner in Public Service Announcements Category from AVA Digital Awards, which recognize excellence by creative professionals responsible for the planning, concept, direction, design and production of digital communication.
Engagement: Organic media pick-up from influential publication RealNetworks, Inc.
Total earned media coverage for #CallsKill campaign: 1,055
Total potential audience reach for #CallsKill campaign: 388,833,353
TV and Radio placements:
TV PSA Earned Media – 12.8 million impressions and more than 6,500 airings
Total delivery of 100 million impressions, 31% over guaranteed impressions
Custom landing page – Drove traffic to NSC.org: 5,900 pageviews, 97% more than guaranteed impressions