Case Study: Nationwide, Fleishman-Hillard Take Hands-On Approach To ‘Driving While Distracted’ Cause Campaign

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March 15, 2010

Company: Nationwide Insurance

Agency: Fleishman-Hillard

Timeframe: 2008

One of the dangers of the digital age has been the significant number of car accidents caused by distracted motorists who drive while texting or talking on cell phones.

After hearing firsthand accounts of the dangers posed by distracted driving from customers and colleagues, Nationwide Insurance became the first insurance company to take on the issue when it launched its campaign in 2007 to educate consumers on the risks posed by Driving While Distracted (DWD) and encourage Americans to adopt safer driving habits in order to protect lives on the road.

Nationwide identified three ways to attack the driving while distracted issue: technology, education and enforcement. By partnering with its agency of record Fleishman-Hillard, in 2008 Nationwide launched Driving While Distracted, a media relations and advocacy campaign to change Americans’ behaviors and reduce DWD through the use of technology, education and by encouraging enforcement of the issue.

“We needed to find a way to differentiate ourselves [from other companies doing similar initiatives],” says Charley Gillespie, communications consultant with Nationwide Media Relations. “[The agency] helped us hone our message, making customer experience more empowering, not dictating behavior. We’re trying to enable smart choices by providing information and advice, and at the same time get a discount on your auto insurance if you use our insurance.”

Nationwide’s connection with the DWD cause is on the mark, says Tara Greco, VP of APCO Worldwide.

“A good cause-branding program finds the sweet spot that links the issues that are material to your business and the characteristics of your brand,” says Greco. “The issue has to be credible, and people have to believe that your company supports that.”

Nationwide DWD spokesperson and NASCAR driver Kyle Petty talks to the press as part of the company’s DWD initiative. Photo courtesy of Fleishman Hillard.

HABITS POLLED

Targeting drivers, lawmakers and parents of young drivers, research on those stakeholders formed the underpinning of the initiative. In April 2008, Nationwide and MRSI conducted a second annual national poll to update findings from its 2007 DWD survey. The data was collected from a national sample of 1,506 drivers between the ages of 16 and 61.

The information that came out of the poll provided insight into the American public’s perception of DWD, as well as the actions and habits that contribute to the national DWD issue. These findings gave Nationwide the tools to further increase awareness of DWD, as well as encourage Americans and stakeholders to change potentially dangerous driving habits to prevent distracted driving and more related fatalities on the road.

STAKEHOLDER RESEARCH

To target appropriate audiences for an effective media relations campaign, Nationwide used Factiva and NexisLexis to research coverage of DWD and target journalists who were either interested in the issue or whose communities were deeply affected by DWD. These databases were also used to find research to further corroborate Nationwide’s advocacy program and identify potential third-party partners or allies.

Following the research, the team set the following campaign objectives:

• Influence Americans’ behaviors and reduce dangers of DWD through the use of technology and education, and by encouraging enforcement of the issue;

• Support the Office of Safety and Standard Auto by enhancing the perception that Nationwide is a trusted adviser and by positioning Nationwide executives as DWD subject-matter experts; and

• Elevate Nationwide’s position as an advocate for consumer and roadway safety.

EVENT DRIVEN

Key tactics that Nationwide employed as part of its a platform to communicate to its target audience the perils of DWD included hosting live educational events at high schools around the U.S. to build awareness among younger audiences and sponsoring a DWD symposium in Washington, D.C., to engage key policy makers on the issue. Also, the team co-sponsored and developed a new technology, DriveAssist, to provide consumers with solutions.

Another key tactic was Nationwide’s second annual survey released in April 2008 that provided reporters with new information that illustrated the growing DWD problem.

Among the findings, there was one data point that emerged to help shape the focus of the Nationwide DWD campaign: 81% of Americans admitted to talking on cell phones while driving. This fact was the cornerstone of the messaging, as the public and media alike were outraged—and surprised—that cell phones posed such a distraction on the road.

NATIONWIDE COVERAGE

The team secured a Reuters wire exclusive to run at 12:01 a.m. the day of the launch, as well as a print exclusive with the Charlotte Observer that resulted in launch-day print coverage. In addition, USA Today picked up the story, which prompted additional broadcast and online pickup. Nationwide also produced and launched a Radio News Release (RNR) offering insight from Nationwide on DWD to coincide with the survey launch, in addition to updating the Web site at www.nationwide.com/dwd.

To further generate awareness of the DWD issue, Nationwide teamed up with NASCAR drivers to host DWD education events in seven key markets around the country by using a driving simulator to illustrate the power of DWD.

As a result, thousands of students and community members were able to see firsthand the impact text messaging had on their driving abilities while racing for prizes in the Nationwide NASCAR simulator.

In October 2008, Nationwide and the National Safety Council sponsored an International DWD symposium in Washington, D.C. The event brought together hundreds of leaders in transportation and safety, the auto industry, business, education and government to document the science of distracted driving and possible solutions to the problem. The goal was to recommend measures across all sectors of our society to help prevent DWD.

Nationwide also partnered up with Aegis Mobility to launch DriveAssist, a voluntary cell phone-based program that empowers drivers with the ability to curb their cell phone use while driving.

The partnership and product launch took place at the Lowe’s Motor Speedway in Charlotte in October 2008. The event provided media with the opportunity to speak with Nationwide spokesman Bill Windsor, Aegis Mobility spokesman Dave Teater and Nationwide’s NASCAR spokesman Kenny Wallace. Reporters were invited to drive with Wallace around the track to experience how DriveAssist works.

In addition to the product launch. Nationwide also announced that policyholders who use the device—a software-based mechanism that prevents and controls incoming and outgoing calls, text messages and Internet access when a cell phone user is driving— would receive a discount on their Nationwide auto policy.

Overall, the launch of DriveAssist provided Nationwide with the opportunity to strengthen its image as an industry leader on the DWD issue, as well as position itself as a source for real market solutions to the DWD problem. However, at press time the product is not yet commercially available (see sidebar below for an update on DriveAssist.)

For the DriveAssist/Aegis Mobility press event, the team secured coverage from the Associated Press the day of the launch, which was picked up by over 700 media outlets. Additional tactics included: Distributed news release the day of the event; produced B-roll and distributed to broadcast stations nationwide; produced and posted videos on YouTube and updated Twitter; and produced and distributed audio news release (ANR).

And in December 2008, Nationwide hosted a satellite media tour the week before Christmas to underscore the dangers of DWD. The spokesmen, Windsor of Nationwide and Teater of Aegis Mobility, discussed tips for safe driving.

The campaign’s ROI exceeded expectations. Among the results:

• Nationwide’s Second Annual DWD Survey generated 134 million impressions;

• NASCAR Nationwide Series Education Events nabbed 42 million impressions;

• The DriveAssist program leveraged coverage among a mix of national and international consumer, automotive and technology publications.

• Top-tier feature coverage included: CBS Early Show and CBS Evening News, The New York Times, Los Angeles Times and CNN; and

• Distributed audio news release generated over 500 airings on over 300 radio stations, reaching about 4.8 million Americans.

For Gillespie, the DWD campaign had a special resonance because “people are looking for a solution to this problem [of driving while texting]. They want to make sure their children and employees are safe and in compliance with laws.” PRN

CONTACT:

Charley Gillespie, Gillesc1@nationwide.com; Tara Greco, tgreco@apcoworldwide.com; Bill Ferguson, Bill.Ferguson@fleishman.com.

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