CDOT Taps into the Power of Humor to Communicate Serious Safety Message

STATEWIDE ­– In 2014, of the 1,453 pedestrian crashes, 293 pedestrians suffered serious injuries and 65 were killed; 55 were males. To educate pedestrians about the importance of safety and observing laws, the Colorado Department of Transportation (CDOT) is launching a targeted campaign introducing Hank’s How to Get Hit by a Carvideo series, a concept that taps into the power of humor to resonate with the campaign’s target demographic; young males.

Hank, the face of CDOT’s newest campaign, is an approachably sarcastic and unassumingly charming salesman pitching his eccentric video series on Beta and VHS in the form of a 1970’s infomercial. This 90-second video is accompanied by three supplemental 15-second videos offering unconventional pedestrian safety tips. The video links are showcased on Hank’s Facebook page atwww.facebook.com/CarsHurt and posted on CDOT’s YouTube channel:http://youtu.be/6JT6wrUMTug.

Utilizing a mix of earned, paid, social and owned media strategies and tactics, CDOT focuses heavily on the digital space to meet the target demographic where they are – online. Hank will come to life through a presence on Facebook and Twitter teaching his audience patented moves like the “Texter Tuck & Roll,” the “Scotch & Soda Stumble” and the “I Could Care Less Crosser” through social posts and real-time engagement. 

“While we use humor in this campaign to maximize our reach and get people’s attention, the bottom line is that pedestrian safety is a serious topic,” states Sam Cole, Traffic Safety Communications Manager with CDOT. “This campaign raises awareness and provides the entertainment value we need to create a provocative, unexpected and lasting impression on pedestrians.”

The campaign includes safety messaging at intersections with the highest pedestrian-related crashes and injuries across metro Denver to remind pedestrians of safety laws before crossing the street. Campaign visuals and safety messaging extend into Arapahoe and Douglas counties through a partnership with Tri-County Health via bus shelters, bus interiors and movie trailers.

Pedestrian fatalities and crashes are a growing occurrence in Colorado, particularly in urban areas. These fatalities make up about 10% of overall fatalities on our roadways each year. The campaign is slated to run during the months with historically high fatalities — August, September and October, Colorado Pedestrian Month.

For more information about Hank’s How to Get Hit by a Car video series, visit www.facebook.com/CarsHurt. For pedestrian laws and safety tips, visit https://www.codot.gov/programs/bikeped/information-for-pedestrians.

INTERVIEW OPPS

Sam Cole, CDOT Traffic Safety Communications Manager

Sandra Do, wife of pedestrian-related crash victim

VISUAL OPPS

• 90-second video
• 15-second videos
• Campaign Art – bus shelters, bus interiors
• Sidewalk Chalk – multiple metro Denver intersections including: Colfax & Broadway; 20th & Market; 13th Ave & Broadway