The campaign featured storytelling of popular Delaware businesses and venues of interest to the target male audience – think e-sports, bars and rock climbing. Our sparkling hosts kept the interview segments fun and candid, while weaving in key road safety messaging.
DELAWARE OFFICE OF HIGHWAY SAFETY
Hey Delaware! How we recruited social media followers.
DELAWARE OFFICE OF HIGHWAY SAFETY
Hey Delaware! How we recruited social media followers.
In a video series designed to build social media followers for the Delaware Office of Highway Safety, “Hey, Delaware!” became the signature shout-out to young male drivers. Our “Alive in DE” recruitment campaign delivered important road safety content in an engaging way, achieving our initial goal of 100 followers, a 316% growth rate, within weeks.
AWARDS 
Governors Highway Safety Association
Peter K. O’Rourke Special Achievement Award
Telly Award
Alive in DE Video Series
Communicator Awards
Gold Award of Excellence
Silver Award of Distinction
@highwaysafetyde Here’s how to travel safe this summer: Silence your cell phone so you can avoid distractions and keep your focus on the road. #BeAlert #ArriveAliveDE
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@highwaysafetyde If you can see an approaching vehicle, the driver can see you, right? Not necessarily. Especially at night. Dress brightly if youre walking after dark. #arrivealivede #walksmart
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@highwaysafetyde As you head out for your summer adventures, make sure you’re buckled up for the ride. It’s a lot safer that way. #ArriveAliveDE #BuckleUp
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@highwaysafetyde Enjoying our interviews with cool Delawareans? Tap the follow button for more! #justdrive #arrivealivede
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@highwaysafetyde Catch all our conversations as we travel the roads of the First State! Follow us for more! #drivesober #arrivealivede #delaware
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@highwaysafetyde If summer and beer go together for you, please enjoy responsibly, and make sure you have a sober ride home. #DriveSober #ArriveAliveDE @WilmingtonBrewWorks
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Teaser Videos
Short teasers on Facebook and Instagram promoted the videos, driving users to see the full stories and to follow DOHS. The campaign proved so successful, we continued to shoot and feature new stories from businesses and venues across the state. Check back to see the latest episodes!
