Distracted driving is harmful—and too usually deadly. The Nationwide Security Council discovered that the loss of life price from distracted driving within the U.S. jumped 20% between January and June 2020 in comparison with the identical six-month interval in 2019.
Vacationers Insurance coverage needed to attract consideration to the hazards of driving whereas texting, updating social media, buying and different actions. With company companions Peppercomm and TBWAChiatDay New York, it used its “Unfinished Tales” sequence to inform the unfinished story of Zaadii Tso, a three-year-old boy whose life was senselessly lower brief by a distracted driver, via a comic book e book starring Zaadii as superhero Z-Hawk.
Vacationers commissioned comedian writers and artists Gail Simone, Jim Calafiore and Jeffrey Veregge, and labored intently with Zaadii’s household, to design a narrative honoring the younger boy as one of many first Navajo superheroes—“Zaadii: The Legend of Z-Hawk.”
Advance outreach was focused to top-tier nationwide enterprise and shopper way of life retailers and native media in Arizona, in addition to insurance coverage, advert/advertising and marketing and comedian e book commerce media to safe curiosity prematurely of the comedian’s debut.
The comedian launched on Oct. 8, 2020 at New York Comedian Con. Simone, Calafiore and Veregge, together with John Morris, senior VP of enterprise built-in advertising and marketing at Vacationers, took half in a digital panel session to speak in regards to the inspiration for the undertaking, the making of the comedian and the bigger objective of calling consideration to the dangers of distracted driving.
The marketing campaign generated 23 earned media placements in top-tier nationwide and reginal publications together with CNBC, SheKnows, Advert Age, the Arizona Each day Solar, the Hartford Courant and extra. On social media, the marketing campaign garnered 132 million impressions, 188,000 website visits and 9.5 million video views.
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