EXECUTIVE OFFICE OF PUBLIC SAFETY AND SECURITY
Steering Teens Towards More Responsible Driving

The Executive Office of Public Safety and Security (EOPPS), is the Massachusetts state agency responsible for reducing motor vehicle-related fatalities and injuries among at-risk drivers, including teenage drivers.

In Massachusetts teens, age 16-19, account for the largest number of motor vehicle injuries. Historically, motor vehicle injuries among teens in Massachusetts are highest in the months of May and June. We wanted to reach the targeted 16-19 year old population during this most critical time.

We designed a viral campaign called “Dance Don’t Chance” to actively involve high school students in helping to spread the safe driving message. The campaign was built around a statewide video contest, in which every high school senior was invited via letter to the principal to submit a :60 video that addressed all of the safe driving issues. Once entries were received, they were placed on a microsite where students were able to view their own entries as well as others from around the State.

What was the best way to encourage students to participate? Answer: Provide them with a dream prom! We reached out to several corporations to form partnerships. Prizes included a free 10-person limo from Boston Limo, free tuxes from MW Tux, non alcoholic beverages from Glaceau Smart Water and $1,000 cash prize from AAA Southern New England for the winning school. In addition a radio personality from JAM’N 94.5, a station with a significant high school audience, hosted the prom and “Pup Dawg” a wildly popular JAM’N DJ provided the entertainment.

Our grassroots efforts, corporate partnerships and media outreach enabled us to reach teenagers in every high school across the Commonwealth with safe driving messages and resulted in 71 medial placements in two months.