CLIENT NAME Colorado Department of Transportation (CDOT)
CAMPAIGN NAME
Latino Safe Driving Initiative
TIMING
2007
CAMPAIGN SUMMARY
Low seat belt use continues to be an issue within the state's Hispanic
community. Men are especially vulnerable since they are far less likely
to buckle their seat belt when riding in a vehicle. Research tells us
that some Hispanic male drivers may have a cultural aversion to wearing
seatbelts, believing that it sends a negative message about their driving
abilities. Likewise, a significant percentage of Hispanics are recent
immigrants who may not be familiar with U.S. seat belt laws.
In Colorado last year, 75% of the unbuckled Hispanic drivers, and passengers,
killed were men.
TARGET AUDIENCE
The target audience for this campaign was Hispanic men, living in the
Denver/Front Range area. Materials were specifically designed for the
following sub-segments of the Hispanic male audience - ages 16 - 34; Spanish-dominant
and bilingual.
OBJECTIVES
Utilize event marketing and meaningful messaging to connect with the target
audience in attendance and draw attention to the importance of seat-belt
usage.
EVENT
Denver Low-Rider Tour (Attendance: 14,076 - 86% of the attendees were
under age 34; skews male, Hispanic)
Printed in metallic gold on a brown background with silhouettes of
two low-rider cars, Hispanidad's poster features a Spanish-language
creed to live by, for those immersed in Low-Rider culture. At the bottom,
the poster reads: "Real Players are Down for Life."
EVENT
Colorado Rapids vs. Chivas USA Soccer Game (September 16th, Día
de la Independencia) (Attendance: 8,000)
Hispanidad designed an oversize sticker to recognize CDOT's support
of soccer - a sport close to the hearts of many Hispanic men. The sticker,
designed with a very iconic "fútbol" feel was distributed
during the Colorado Rapids vs. Las Chivas USA game on Día de
la Independencia (Mexico's Independence Day). In addition to the distribution
of the sticker, announcements were regularly made, in Spanish and English,
reminding the fans to "buckle up".
