Public Sector Campaign of the Year 2006

While tractor-trailer drivers are on the road far more frequently than the average motorist, a Federal Motor Carrier Administration study showed that their rate of seat belt usage was just 48%, compared with 80% for all motorists. The high rate of usage by motorists can be attributed in large part to the "Click It or Ticket" program, which combines enforcement of safety belt laws with public information on the crackdowns. In Spring 2005, a pilot project aimed at raising belt usage among tractor-trailer drivers took place on an 80-mile stretch of Interstate 95 between Fredericksburg and Petersburg in Virginia. Its purpose was to tailor the basic approach of "Click It or Ticket" to tractor-trailer drivers in an effort to increase their belt usage rate by 10%. "Click It or Ticket, Big Rigs" was the joint effort of the Federal Motor Carrier Administration; Drive Smart Virginia, a nonprofit traffic safety organization; and the Virginia State Police Motor Carrier Unit, with help from Goldman & Associates Public Relations.

To conduct the audience analysis, program organizers reviewed existing literature on the subject; conducted an e-mail attitude survey of members of a specialty truck group; and visited a major truck stop to intercept drivers and ask them one-on-one questions. This proved that including CB radio as a public information tool would have a major impact.

Organizers also introduced the CB Wizard, a device allowing users to record three messages up to 18 seconds long and broadcast them at intervals of up to 90 seconds, across various channels, for up to four miles. Organizers recorded messages to alert drivers to the program. Instead of putting messages on fixed billboards, organizers arranged for two mobile billboards – trucks pulling billboard trailers – to put the message right in front of the truckers' eyes. Public information activities were planned to take place during the first two weeks of the campaign, and the Virginia State Police Motor Carrier Unit would step up its safety belt enforcement the following two weeks.

The campaign was successful, as research from an independent expert showed that safety belt usage in the targeted population of commercial motor carrier drivers rose 19.7% – well exceeding the goal of 10%. In addition, the "Click It or Ticket, Big Rigs" program earned substantial news coverage, paving the way for future initiatives on a larger scale.

Honorable Mention: Peppercom and Esuvee Safety Campaign Executive Committee: “How Do You Ride?” – The Esuvee Safety Campaign

Male drivers between the ages of 18 and 34 are almost two-and-half times more likely to die in an SUV accident than the national average. When the 50 states, DC, Puerto Rico, and the US Virgin Islands united to fund a $27 million public education campaign, Peppercom was tapped to handle PR. An animal metaphor – the specially created Esuvee – illustrated the fact that SUVs are powerful and dangerous, but capable of being effectively controlled. Following a teaser campaign, its launch was announced on January 31 at the Central Park Zoo. This was followed by "Esuvee Safety Days" – a series of local events at venues across the country. Following the campaign, more than 2 million people have visited Esuvee.com and 20,000 have taken the Safety Driving Pledge.

Finalists:

Goldman & Associates Public Relations and Federal Motor Carrier Safety Administration, Drive Smart Virginia, Virginia State Police
Click It or Ticket, Big Rigs

MS&L and US Army Medical Department
Moving Beyond MASH – Sharing a Healthcare Experience Like No Other

The Ohio Tobacco Use Prevention & Control Foundation
Changing the STANDards: Youth-Led Campaign Reduces Tobacco Use

Ogilvy Public Relations Worldwide and National Heart, Lung, and Blood Institute
The Heart Truth Campaign and Red Dress Project

Peppercom and Esuvee Safety Campaign Executive Committee
How Do You Ride? The Esuvee Safety Campaign