Case Study: Ride Proud. Dress Loud.
Lacking the structural safety advantages of an automobile or truck, motorcyclists are more likely to suffer severe injury or death when involved in a traffic crash. Kidd was charged with coordinating a dynamic effort for the Department of Highway Safety and Motor Vehicle (DHSMV) Motorcycle Safety campaign. In an effort to increase awareness about the importance of motorcycle visibility, the team planned and implemented a series of press events and media outreach across the state.
Goals:
- Secure a minimum of 20 television news stories across the state of Florida.
- Garner at least five print articles in major Florida dailies touting the “Ride Proud. Dress Loud.” message.
- Reduce the number of motorcycle fatalities in Florida by five percent in 2008 as compared to the previous year.
This life-saving effort resulted in a reduction of passenger fatalities by 13.8 percent while operator fatalities were reduced by 2.6 percent. Total media impressions for just the kick-off press event reach over 5.2 million.
- Television Coverage
- 33 news spots
- Generated $11,821 in estimated broadcast publicity
- Reached an audience of 1,291,666
- Print Clippings
- Total of 9 publications
- 3,986,286 impressions
- 100 percent of articles featured “visibility” message
TOTAL MEDIA IMPRESSIONS = 5,277,952
CASE STUDIES
Ride Proud. Dress Loud. Logo
Ride Proud. Dress Loud. Website
Press Event
Ride Proud. Dress Loud. Gallery
