U Drive. U Text. U Pay.

Distracted driving is one of the most prevalent dangers on American roadways. Sending or reading a text message takes your eyes off the road for 5 seconds. At 55 mph, that’s like driving the length of a football field with your eyes closed. Thousands of people die each year as a result of distracted driving, and thousands more are injured.

Every April, coinciding with Distracted Driving Awareness Month, Stratacomm manages the U Drive. U Text. U Pay. campaign—a week-long blitz of paid media highlighting the risks of distracted driving and reminding the public of active law enforcement efforts targeted around distracted driving during the same time frame.

Using insights from market research, Stratacomm helped NHTSA develop a new creative campaign called Déjà Vu that forces viewers to confront the reality that law enforcement writes tickets for distracted driving to prevent more dangerous outcomes, like a crash.

The campaign includes new videos for TV and digital placements, radio spots and live reads, social media assets and display banners. It launched during an 8-day $5 million national, multi-channel paid media campaign in 2020 targeted to reach the most at-risk drivers, 18- to 34-year-olds.

The 2020 campaign garnered 526,778,143 impressions with 21% in added value, extending the total impact beyond just the paid media investment. It also earned a total reach of 52,452,475 through 273 earned media impressions. Finally, the campaign was shared 533 times organically on social media, generating an additional 3,669,804 in additional potential reach.

The campaign ran again in 2021 and garnered an additional 416,055,164 in total impressions with over 25% in added value. It also garnered 120,725,976 in earned media reach across 1,493 stores. Finally, there were over 1,500 organic social posts during the campaign which resulted in a potential reach of 11,005,616.


Since its debut, the Déjà Vu video has over 12 million views on YouTube.

2020 Campaign 

    • Total impressions: 526,778,143
      • Digital: 182,176,072
      • Paid social: 136,643,852
      • Radio: 181,055,557
      • Television: 26,902,662
    • Total earned media stories: 273
      • Print & online: 208 with reach of 51,782,320
      • Broadcast: 65 with reach of 670,155
      • Total organic social posts: 533 with potential reach of 3,669,804

2021 Campaign

    • Total impressions: 416,055,164
      • Digital: 160,797,175
      • Paid social: 66,169,720
      • Radio: 172,489,307
      • Television: 16,598,962
    • Total earned media stories: 1,493
      • Print & online: 625 with reach of 110,833,132
      • Broadcast: 868 with reach of 9,892,844
      • Total organic social posts: 1,546 with potential reach of 11,005,616


  • Gold ADDY for Television Advertising (DC), 2020

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.

Scroll to Top