Plan Ahead
For the Washington Traffic Safety Commission
Multicultural marketing campaign heeds the details of audiences’ lives.
Impaired-driving fatalities among young adults were rising in Washington, and our client took action to inspire safer behaviors. Partnering with DH, the Washington Traffic Safety Commission created multicultural advertising encouraging audiences to plan safe rides home before heading out.
RESEARCH
Understanding behaviors to shift norms.
Drivers ages 21 to 40 accounted for over half of impaired drivers in fatal crashes. These crashes largely occurred on late-spring and summer weekends, evenings and early mornings. They happened almost equally in urban and rural areas. Our research found drivers’ perceptions lived at the core of the problem: Some drivers underestimated their level of impairment. They believed short distances or lower traffic made it safer to drive when impaired. And they gave in to social pressure to drive.
STORYTELLING
Grounded in real life, through a “GRWM” lens.
To normalize safe-trip planning, our multicultural ads had to show it as an authentic part of prep for a fun night out. But that looks different for everyone. We developed a series of vignettes showcasing diverse people with distinct personal styles prepping for a night out. Mirroring popular “get ready with me” social media content but grounded in real life, each character’s routine included making a plan for a safe ride home by ride-share, bus or designated driver. The core message: “No matter your style, plan your ride before you go.”
FOCUS GROUPS
Refining the work based on audiences’ values.
For this multicultural marketing campaign, we tested two initial concepts with focus groups of adults ages 21 to 40, including English and Spanish speakers in urban and rural areas of Washington. Their feedback confirmed audiences wanted to see their lives reflected with nuance and care and helped us refine our approach. For example, the video’s final scene is a text exchange among characters who check on one another at the end of the night. It’s a real-life behavior, a show of care and a safe practice universal to our audiences. It mattered a lot to the focus groups. We made these moments the basis for our print and digital ads, reinforcing an existing positive norm.
CONTENT TRANSCREATION
Style, and culture, are all about the details.
Going beyond simple translation, content transcreation helped us show what safe planning looks and feels like in different cultural settings. Our multicultural marketing specialist helped ensure messaging and visuals remained relevant and engaging for each audience, as we paid meticulous attention to nuances in language and aesthetic elements. Our scripts featured characters in relatable scenarios (summer gatherings) in locations authentic to different communities. Details would change between English- and Spanish-language versions: time of day, décor, food and drink, music, clothing.
MEDIA BUY
Delivering the campaign to audiences.
We launched in the lead-up to Labor Day, when more people travel and celebrate. Our ads appeared in places our audiences frequented: a mural in Seattle, signs and posters in convenience stores, and digital ads, posters and drink coasters in bars. Extending the campaign to audio, we created different radio and audio streaming ads for English and Spanish speakers that linked personal “style” to musical genres, with carefully selected songs for each audience.
English Radio Spot
Spanish Radio Spot
SEEING CHANGE
Fewer fatalities on Washington roads.
DH’s multicultural advertising campaign for WTSC achieved significant reach (78.7 million impressions) and engagement (42,500 clicks), earning widespread media coverage (170 million hits, including 7.8 million in Spanish media). Following the Labor Day push in 2024, data showed a decline in fatal crashes. Statewide, the number of fatal crashes dropped by 10.6% in August and September compared to the same period in 2023. The share of fatal crashes involving an impaired driver also declined, from 49% in 2023 with 47% in 2024.