Opportunity

Every day, millions of commercial motor vehicles (CMVs) share America's roads with cars, motorcycles, bicycles, rollers, and pedestrians. The Department of Transportation’s Federal Motor Carrier Safety Administration (FMCSA) is charged with advancing CMV safety on America’s roadways and educating the public about the unique safety challenges surrounding these large vehicles. 

Insight

Many unsafe driving behaviors plague our nation’s roadways such as distracted driving and speeding, with roadway fatalities involving large trucks and buses reaching up to 6,000 each year. Many road users consistently underestimate or overlook the hazards of driving around large vehicles, and their personal responsibility in being safe around them. For example, they may not know that a fully loaded semitruck traveling at highway speeds needs the length of two football fields to safely stop. To combat this knowledge gap and preventable roadway deaths, FMCSA needed a strong behavior change campaign to help keep America’s roadways safe.  

Solution

In 2016, Yes& helped launch Our Roads, Our Safety®, FMCSA's flagship public safety campaign designed to educate all road users about operating around large trucks and buses. The campaign predominantly meets people where they already think about driving: at gas stations, on their commute, along highways; as well as off the road through social media and geotargeted ads. The unified brand flexibly addresses emerging roadway priorities from work zone safety to hazardous weather conditions. And to amplify FMCSA's work, we helped them build a coalition. More than 30 industry organizations including AAA, the American Trucking Associations, and the American Bus Association share our campaign and toolkits through their networks, featuring: social content, videos, talking points, tip sheets, and state-specific data.  

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The Results

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Total impressions from paid media, gaining efficiency and improvements year over year.

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Visits to the campaign website from digital advertising.

 

Brand Strategy