SAVING LIVES ON UTAH'S ROADS

ZERO FATALITIES – UTAH DEPARTMENT OF TRANSPORTATION

The goal of the Zero Fatalities campaign, developed for the Utah Department of Transportation, is to save lives by raising awareness of the top five behaviors that are killing people on Utah’s roads. PPBH implements strategic partnerships, grassroots outreach tactics and emotional TV and radio spots to captivate drivers, instill the importance of driving safely and ultimately reduce traffic fatalities to the only number we can all live with — zero.

By the end of the campaign’s first year, drowsy driving fatalities were down 60 percent, aggressive driving fatalities dropped by 36 percent and 32 percent fewer deaths were blamed on lack of seat belt usage. Since then, overall awareness of the Zero Fatalities program has grown from 35 percent awareness in 2006 to 75 percent in 2009. In 2006, the campaign received one of the nation’s highest traffic safety award, the American Association of State Highway Transportation Officials’ (AASHTO) Safety Leadership Award.

EMMY AWARD-WINNING CAMPAIGN DEBUTS ON OPRAH

In 2008, Zero Fatalities received the only Emmy award in the Western US for its Public Service Announcement. The campaign’s texting while driving video has been mentioned in the New York Times, the Wall Street Journal, NPR, the Today Show and was featured on Oprah January 2010.

Campaign Media Mix

  • Website
  • Social Media
  • Online Banner Ads
  • Television (English and Spanish)
  • Radio
  • Newspaper
  • Outdoor
  • Collateral
  • Educational Outreach
  • Public Relations