Every year, human error causes thousands of preventable crashes. Advanced driver assistance systems (ADAS) can change that, but only if drivers understand how they work.
To close the gap between innovation and adoption, NHTSA partnered with Team Stratacomm (Stratacomm, Heart+Mind Strategies and GMMB) on a national education campaign rooted in consumer research.
Focus group shaped message strategy and creative execution. The team launched with a multi-channel mix: educational videos featuring YouTube influencer Jason Fenske, bilingual infographics explaining automation levels and targeted media timed to car-buying peaks like Labor Day.
The results? In the first seven months, the campaign earned 120M+ impressions, 11M+ video views and over 211K clicks to NHTSA’s site, making complex safety tech accessible to millions of drivers.
But we didn’t stop there. Over three years, we’ve evolved the campaign with continued concept testing and a consumer trends study, new tactics, messaging and creative to keep the content fresh.
By combining smart research, strategic timing and creative storytelling, Team Stratacomm helped move the needle on understanding (and using!) life-saving technology.
Stratacomm’s use of these materials produced for the National Highway Traffic Safety Administration (NHTSA) is for the purpose of providing examples of its work and does not constitute an endorsement by NHTSA.
