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State Farm Integrates Saftey

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As a follow-up to my last blog on the DOT’s distracted driving campaign, I wanted to take a look at an example of how this issue is handled outside the U.S. In 2012,  State Farm Canada grabbed the the Integrated Communications Gold Quill of Excellence Award in the safety category, which was awarded by the International Association of Business Communicators.

What I love about this campaign is that it didn’t just show people videos and posters, it got people involved in devising solutions to the problem. The more involved people are with the message the more likely they are to remember it. The campaign then in its 4th year involved brochures, interactive website, direct mail, events, online advertising, and a media relations program. The campaign centered around an online  contest that asked young participants to submit a solution to distracted driving in a picture/poster, song/audio or video format. The campaign received 147 entries and 53,000 votes and was relaunched this year on October 1st.

The video below is a sample of the entries that were sent in and if you visit the link below you can view the winners in each category.

http://goodhandsadvice.ca/en/distraction/just-drive-contest/

References

http://thornleyfallis.ca/integrated-communications-campaign-wins-gold-quill-award-of-excellence/

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