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State Highway Safety Showcase

High School Distracted Driving Program

Maine Bureau of Highway Safety

Today’s teenagers are tough to reach, with digital video recorders that skip commercials, digital music players that make radio commercials ineffective, and an online environment that is cluttered with advertisements trying to capture their attention.

This past school year, the Maine Bureau of Highway Safety worked with Alliance Sport Marketing to develop a comprehensive high school safety program. The focus of the campaign was distracted driving and the message was: “One Text or Call Could Wreck It All.”

Campaign logo on a banner at a high school basketball game.

The campaign was designed to utilize sporting events as the platform for reaching a student population and the surrounding community at large.

This campaign goal was to steer the social norm away from distracted driving being a socially acceptable behavior. It helped create a connection with the student athletes and leaders within each school, who then became advocates for the program. This was vital to the success of the program, as these athletes and student leaders are the influencers within their school community, and it provided a peer-to-peer communication that was priceless.

The following elements were used to communicate the message:

Approximately 150 high schools were invited to participate in this campaign. The initial goal was for a minimum of 50% of the schools to participate. However, 80% of the schools participated in the program and we were able to reach 89% of our communities on some level.

About Alliance Sport Marketing
Alliance Sport Marketing is an Associate Member of GHSA. They have been managing the Maine Bureau of Highway Safety's sport marketing campaigns for three years and have worked with 13 other state highway safety offices across the country over the past decade.

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