In a video series designed to build social media followers for the Delaware Office of Highway Safety, “Hey, Delaware!” became the signature shout-out to young male drivers. The “Alive in DE” recruitment campaign delivered important road safety content in an engaging way, achieving our initial goal of 100 followers, a 316% growth rate, within weeks.
The campaign featured storytelling of popular Delaware businesses and venues of interest to the target male audience – think e-sports, bars and rock climbing. Our sparkling hosts kept the interview segments fun and candid, while weaving in key road safety messaging.