Drive Safe, Pitches: A Campaign Against Drunk Driving Kat Eun Social Marketing & Entertainment Education University of Southern California
Drive Safe, Pitches: A Campaign Against Drunk Driving
Kat Eun
Social Marketing & Entertainment Education
University of Southern California
1 America has a problem.
12,000 deaths each year as a result of drunk driving
= 1 fatality every 51 minutes
100% preventable
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
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
3 NHTSA x Pitch Perfect:
• TV spot
• New song
• Transmedia
• App
“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.”
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…
Drive safe, pitches!
@drivesafepitches
#drivesafepitches
@thebardenbellas
@fatamyposts