#683 - PSA Video "Meet Ingrid" - Voices of Safety 2019 Campaign
Back Story
It is the mission the U.S. Department of Transportation's Federal Motor Carrier Safety Association (FMCSA) to reduce crashes and fatalities involving large trucks and buses. FMCSA needed to get the word out on how to safely drive, walk, and ride around large trucks and buses in a way that would help change behaviors—and save lives.
Organization Impact
This was an opportunity for Yes& to take FMCSA's annual safety campaign in a fresh new direction, delivering on a concept to introduce a human element (rather than vehicle focus) into the campaign for the first time. Because the campaign centered around authentic voices, this was also a chance for Yes& to employ our award-winning video production team to bring those voices to life.
Creating An Amazing Experience
As part of the 2019 "Voices of Safety" Campaign for FMCSA, Yes& created a series of three 30-second PSA videos. We interviewed authentic drivers—a truck driver, bus driver, and car driver—to create a quickly relatable, first-person message. Together with bright motion graphics and illustrative b-roll, this video series aims to educate and drive real change on the roads. Below, we have submitted our 30-second video PSA featuring truck driver Ingrid. See all three PSAs from Ingrid, Keith, and Ed on the FMCSA website here.
Creative Techniques and Personalization
The heroine of this campaign was truck driver Ingrid, whose dedication to safety, love of her career, and positive personality shines through in all our materials. It was important to us to accurately maintain the voice and personality of each video participant. We carefully crafted 3 personalized introductory statements for the title cards, to help quickly paint a picture of our participants as everyday people - both within, and outside, their careers.
Meeting Organizational Objectives
Our 2019 Voices of Safety campaign featured a new creative concept with fresh, relatable creative, sharing important educational messaging that can be life-saving. We solidly centered all creative FMCSA's three main messages of long stopping distance, wide turns, and blind spots. Our paid campaign ran across 10 target states with the highest rates of traffic crashes with large trucks and buses. Our video participants and the 28 Our Roads, Our Safety industry partners have been valuable force multipliers to get our organic content and messaging out across industry networks. This campaign was particularly amplified by our new brand ambassador Ingrid and her far-reaching and highly engaged truck driver network on social media and within industry organizations.
These three PSAs were part of a larger campaign with additional paid tactics including out-of-home and radio, and organic tactics including social media, third-party outreach, and conferences and events. As a result of these efforts, we exceeded FMCSA's previous campaign in both numbers and client creative expectations. The overall campaign achieved an estimated reach of 573 million impressions and $8.1 million in ad equivalency. As part of this, our three video PSAs ran on broadcast TV, airing nearly 17,800 times in 69 DMAs in campaign target states, driving more than 229.8 million impressions. They also ran across digital advertising and paid social media, delivering 25.3 million impressions and more than 114,000 clicks to the website. While A/B/C testing against Ingrid, Keith, and Ed's PSA videos, we found Ingrid to be the best-performing ad. The website has seen more than 90,200 page views, with organic search driving the largest amount of traffic.
Thank you for your consideration. And remember—when you're on the road—give trucks and buses the extra space they need!
