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

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.

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