Stratacomm is reimagining how public safety messages reach audiences for the National Highway Traffic Safety Administration (NHTSA). By integrating custom content into culturally relevant spaces—gaming, entertainment, sports, and music—traditional PSAs are evolving into immersive experiences that connect with people where they play. Through a strategic partnership with Fandom, NHTSA reached younger, harder-to-reach audiences where they are most engaged.
Fandom’s activations embedded safety messaging into fan-favorite moments, from “House of the Dragon” and “The Lord of the Rings: War of the Rohirrim” campaigns for Drive Sober or Get Pulled Over to San Diego Comic-Con’s “Safety Squad” tied to “Superman: Legacy” and “Fantastic Four” for Speeding Catches Up With You. Influencer-led storytelling for Click It or Ticket used gaming metaphors that transformed seat belt safety from mundane messaging into content that felt native to viewers’ worlds.
The results proved the power of experience-first strategy. Campaign integrations achieved 35.3% engagement rates, far exceeding benchmarks, while generating over 5.5 million social interactions. Video content maintained a 49% view-through rate, with one video driving 2.5 million views and another reaching 64% VTR. By anchoring safety messages in audience passion points, Stratacomm shifted from engaging viewers to creating experiences that inspire, delivering measurable impact while redefining public safety communication in a fan-first world.
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.
