Knowing the new campaign would run alongside PSAs from numerous like-minded parties touting the horrific consequences of texting and driving, we took a different tact. Instead of piling on more fear and shock, we devised a complementary campaign with a supportive, even sympathetic tone. “Subtract the Distraction” acknowledged that it is difficult to resist a text, then empowered drivers to fight the urge, offering both encouragement and practical tips. With unexpected imagery and a heroic theme, the campaign helped break through with the most critical audiences – young drivers and their parents.
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