Going beyond a traditional PSA campaign, we introduced a traffic safety movement: Don’t Kill a Dream. The premise is that each time someone dies, their dream dies too. 311 Nevadans were killed on our roadways in 2017; that’s 311 dreams left unfulfilled. Don’t Kill a Dream was developed to build over time and strengthen each communication touchpoint by changing the dialog about traffic safety, encouraging conversation, participation and accountability. Since it’s inception, we have run multiple campaigns under the Don’t Kill a Dream umbrella, included a “Don’t Drive Impaired” campaign, and most recently a “Slow Down” anti-speeding campaign. These campaigns have combined traditional paid media, social media and public relations with heavy experiential and influencer components.
Through strong relationships, we delivered in-kind influencers for Don’t Kill a Dream, securing an NFL athlete, a Vegas headliner, and a NASCAR driver to record PSAs about the importance of slowing down on our roadways; one video achieved viral status on social media, garnering over 1M views. Additionally, Don’t Kill a Dream was adopted by Zappos as an employee engagement program to talk about how the company cares about the safety of their 1500 employees.