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Drive Safe, Pitches: A Campaign Against Drunk Driving Kat Eun Social Marketing & Entertainment Education University of Southern California
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Drive Safe, Pitches

Jan 16, 2017

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Page 1: Drive Safe, Pitches

Drive Safe, Pitches: A Campaign Against Drunk Driving

Kat Eun

Social Marketing & Entertainment Education

University of Southern California

Page 2: Drive Safe, Pitches

1 America has a problem.

12,000 deaths each year as a result of drunk driving

= 1 fatality every 51 minutes

100% preventable

Page 3: Drive Safe, Pitches

Drive Sober Or Get Pulled Over:

Coworkers TV Spot (2012)

https://www.youtube.com/watch?

v=V6aLzAhcAv0

What it did well: •  Caught audience’s attention

•  Informed consequences

•  Used fear as a motivator

What could be better: •  No positive deviance or self-efficacy

•  Negative behavior is modeled

•  Characters

Page 4: Drive Safe, Pitches

2 Surveys say…

Target Audience:

•  Females/Males

•  Age 15-24

New Strategy:

•  Opinion leaders (Balance Theory)

•  Build self-efficacy

•  Emphasize social norm against drunk driving

Page 5: Drive Safe, Pitches

3 NHTSA x Pitch Perfect:

•  TV spot

•  New song

•  Transmedia

•  App

“Drive Safe, Pitches”

Page 6: Drive Safe, Pitches

The Barden Bellas are getting

ready to go to a party at the

Treblemakers’ house when

Aubrey asks who’s driving.

No one wants to be the

designated driver.

Aubrey: “How are we going to

get there?”

Beca: “Haven’t you heard of

Uber: everyone’s private

driver?”

Everyone downloads it after

seeing how easy & cool it is.

They all go out and have a

fun night of a cappella.

Beca: “Aren’t you glad none of

us drove?”

Fat Amy: “Yeah, this way I

don’t even have to walk to

the car.”

Page 7: Drive Safe, Pitches

Release new song •  Spotify

•  Music video

•  Proceeds benefit MADD

Transmedia •  Audience-Character engagement

•  Create community

•  Extend conversation

App Game •  Trivia

•  Pacman-element

•  Play with friends or strangers around the world

•  Earn $1 Uber credit per round won

Let’s continue the conversation…

Page 8: Drive Safe, Pitches

Drive safe, pitches!

@drivesafepitches

#drivesafepitches

@thebardenbellas

@fatamyposts