In 2009, Seat belt usage among 18-34 year old males in Wisconsin was among the lowest in the Midwest, hovering around 75%. The Wisconsin Department of Transportation wanted to develop a CLICK IT OR TICKET campaign component to its overall ZERO IN WISCONSIN effort using a “role model” that the targeted young men would respond to.
AFFIRM (formerly Staples Marketing) reached out to legendary Green Bay Packers wide receiver Donald Driver to see if he would be willing to participate in the campaign as its spokesperson. Driver, an avid believer in seat belt usage since losing a good friend who died as a result of not wearing her seat belt, was eager to join the effort and has served as the campaign’s spokesperson for over five years. Award-winning advertising featuring Driver has been produced for the effort, including TV, radio, print and online ads. The advertising directs people to the ZeroInWisconsin.gov website where they take the “Driver Safety Quiz” for a chance to win an autographed Donald Driver football. Driver also uses his social media accounts to support and promote the effort.
Seat belt usage in Wisconsin reached an all-time high in 2014 with 85% of motorists buckling up.
In 2014, a record 5,000+ people from around Wisconsin took the online Driver Safety Quiz and signed up to win an autographed football, which is extremely high engagement with important safety messages.
New creative featuring Driver is being produced in 2015 for his sixth consecutive year as spokesperson.