SDOT Be Super Safe
Effectively reaching the "young invincibles"
Seattle Department of Transportation’s (SDOT) Be Super Safe Road Safety campaign focused on behavior change, specifically among the hardest to reach population known as “young invincibles” (males 16-34 years old), to reduce reckless, distracted, and impaired driving. Be Super Safe is based on the idea that we all have the potential to be superheroes – by looking out for each other as we travel, we have the power to save lives. PRR worked with SDOT to provide marketing, public relations, and social media strategies to increase knowledge on the rules of Seattle’s roads.
Social Media Campaign
Revitalized the campaign’s Facebook page, launched the Be Super Safe campaign’s Twitter account, and created fresh new content to drive engagement.
Road Safety Media Toolkit
Launched SDOT’s road safety media toolkit—an at your fingertips resource for media—including traffic safety data and survivor stories.
Video Production
Developed new creative parody videos on road safety that speak directly to the "young invincibles" audience, but still work within the confines of government communications.
Graphic Brochure
Developed a Seattle by Bike brochure to ensure new bikers travel safely around Seattle.
