The Challenge… and the Solution
In 2016, DTRIC Insurance enlisted Becker Communications to re-launch its Drive Aloha campaign, a public service initiative to promote safe, responsible and courteous driving in Hawaii. Our goals were to build awareness of the initiative, encourage more Aloha on the roads, develop a community of followers through various digital channels, and to reinforce DTRIC’s commitment to the local community. We brought our creative touch to the re-launched campaign by implementing an integrated approach to partnerships, media relations, digital communications and community engagement.
Our Results
Partnerships and Sponsorships
Secured strategic partnerships with the Hawaii State Department of Transportation, Department of Education Driver Education Program, the Hawaii Government Employees Association, Hawaii Bicycling League, and Mothers Against Drunk Driving (MADD), as well as sponsorships from Aloha Petroleum and Lex Brodie’s Tire & Repair. Additional partnerships were secured with the Department of Transportation for Distracted Driving Month in April, Pedestrian Safety Week in August and Impaired Driving Awareness Month in December. Sponsorships helped to underwrite the development of collateral materials, such as Drive Aloha bumper stickers, window clings, signs, and t-shirts.
Media Relations
Pitched and secured substantial print and broadcast stories that resulted in PR value of over $140,000.
Community Engagement
Reached out to various schools and organizations to conduct sign waving events, engage key stakeholders and partners, and demonstrate the impact of safe, courteous driving habits. We also partnered with existing safe driving campaigns by the Honolulu Police Department (Save Our Streets) and the State Department of Transportation (Beat the Back to School Jam, Pedestrian Safety Week).
Digital Communications
Developed and managed the DriveAloha.com website; developed and managed the Drive Aloha social media profiles (Facebook, Instagram); and developed and distributed the Drive Aloha e-newsletter to subscribers.
