Statistics show that 1 in 3 parents text and drive with their kids in the car. Honda knew that in order to promote safer driving, they had to approach the topic from a new angle. For Distracted Driving Awareness Month, we created #TheTextTalk – a social campaign that asked parents to pledge not to text and drive with their kids in the car.
Video cutdowns were shared on Instagram, Facebook, and YouTube alongside a customizable pledge on IG stories.
Results: Honda received a positive response from all their social channels, resulting in families from across the country participating. The campaign received over 19MM impressions in just over two weeks. The long-format video alone received over 3.4MM views. A total of 25k clicks to pledge were garnered after receiving a 48% view rate, 12% completion rate and 0.29% CTR. Honda was able to surpass last year’s benchmarks by 1.5x.