Louisiana Highway Safety Commission
To increase seatbelt compliance through Click It or Ticket campaigns, thus saving lives across Louisiana.
To build and execute a uniquely crafted media plan with high levels of frequency and multiple contact points, based upon research showing that the young male audience exhibits the highest level of non-compliance.
Why It Worked
Graham Group formulated an impactful media plan specifically targeting young males. After just a few months of launching the campaign, Louisiana’s seatbelt usage rates increased at the highest rate ever recorded based on previous surveys. The following year, seatbelt usage rates increased once again, resulting in an all-time high in overall seatbelt compliance for Louisiana.