Public Relations Case Study
Project
PathForward Communications led the communications strategy and implementation for the Washington Traffic Safety Commission’s (WTSC) public affairs campaign to educate the public on the safety issues of driving impaired from alcohol and other drugs, particularly cannabis. The goal was to get more people to make plans for alternate transportation if they planned to use alcohol and/or drugs during the holidays. As part of the campaign we integrated an approach suggested by research from the University of Montana conducted on behalf of the Commission. This research highlighted positive cultural messaging that could be used to influence behavior of those most likely to use alcohol and cannabis.
PathForward Communications led the communications strategy and implementation for the Washington Traffic Safety Commission’s (WTSC) public affairs campaign to educate the public on the safety issues of driving impaired from alcohol and other drugs, particularly cannabis. The goal was to get more people to make plans for alternate transportation if they planned to use alcohol and/or drugs during the holidays. As part of the campaign we integrated an approach suggested by research from the University of Montana conducted on behalf of the Commission. This research highlighted positive cultural messaging that could be used to influence behavior of those most likely to use alcohol and cannabis.
Background
Alcohol and drug-impaired driving is the leading contributing factor in Washington fatal crashes in the state. Drivers testing positive for multiple substances (usually alcohol and cannabis) are the most common type of impaired drivers involved in fatal crashes. The WTSC supports annual high-visibility enforcement patrols for DUI during the holidays to help discourage impaired driving, but wanted to create heightened visibility for its messages specific to those impaired by multiple substances.
Alcohol and drug-impaired driving is the leading contributing factor in Washington fatal crashes in the state. Drivers testing positive for multiple substances (usually alcohol and cannabis) are the most common type of impaired drivers involved in fatal crashes. The WTSC supports annual high-visibility enforcement patrols for DUI during the holidays to help discourage impaired driving, but wanted to create heightened visibility for its messages specific to those impaired by multiple substances.
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Cannabis advocate Vivian McPeak and WTSC Director Darrin Grondel joined forces in a PSA to urge partygoers to make a plan before partying.
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Summary
PathForward created the communications strategy, messaging, and social and earned media for the campaign. We worked with a prominent activist in the cannabis community as well as local businesses serving that community, to engage their participation in the campaign. We also leveraged a grant from LYFT for ride certificates our audience could use after partying, instead of driving themselves. Concurrently PathForward created and distributed communication tools to community partners through a partner-based communications resource website we created to support this and other campaigns. Through the website our client’s partners could all easily access and download the same messaging, social media graphics and video resources to adapt for communication to their own constituencies. |
Results
The "Plan Before You Party" campaign, events and PSA generated more than 100 news stories from prominent outlets across Washington, reaching more than 1.3 million viewers. With this effort, WTSC and Lyft helped make clear the dangers of poly-drug impaired driving and ensure travelers had a safe way to get home around the holiday season.
The campaign was recognized by the Governor’s Highway Safety Association.
The "Plan Before You Party" campaign, events and PSA generated more than 100 news stories from prominent outlets across Washington, reaching more than 1.3 million viewers. With this effort, WTSC and Lyft helped make clear the dangers of poly-drug impaired driving and ensure travelers had a safe way to get home around the holiday season.
The campaign was recognized by the Governor’s Highway Safety Association.