National Organizations for Youth Safety

National Organizations for Youth Safety 

We began working with the National Organizations for Youth Safety (NOYS) and The Allstate Foundation to help promote the Act Out Loud: Raising Voices for Safe Teen Driving contest and National Youth Traffic Safety Month (NYTSM). The Act Out Loud contest is a national teen-led and school-based activism competition to help spread the word about safe teen driving during NYTSM in May 2009.

The firm plays an integral role in every step of the interactive campaign, which launched in December 2008 to strategically engage teenagers across the country to speak up against reckless driving.

We reached out to more than 40 youth-related national and state organizations and agencies, enlisting their support to encourage teens to form groups and submit project proposals for the Act Out Loud contest. Within two months, 64 teams applied for the opportunity to compete, but only 20 teams were chosen for a chance to win up to $10,000 from The Allstate Foundation.

Several tools make the campaign highly interactive, such as the contest Web site, www.ActOutLoud.org, which allows visitors to view team blogs, vote for their favorite projects and remind friends to do the same. Also available on the Web site is an online petition, which visitors can send to their friends and family, encouraging them to tell teens they know about the contest and NYTSM. We reach teens and others by integrating the Act Out Loud Web site and social networking sites, including Facebook and Twitter. The familiar online activities provide campaign updates and breaking news regarding teen driving.

Car crashes are the #1 cause of death for teens in this country and studies have shown that teens who are involved in safe driving activities are less likely to be a part of that statistic. The campaign widely focuses on teens' ability to share messages and the spirit of activism with their peers. The Top 20 teams are given resources such as a press release, talking points, dos and don'ts and other information needed to earn support from the local leaders and media.

To obtain a fresh perspective on teen driving knowledge, attitude and behavior, Hager Sharp and NOYS worked with TRU, a research company, to conduct a national survey with teens. We are using the compelling data to strengthen our media outreach during NYTSM. Hager Sharp also used the data in developing a viral public service announcement, titled "What Teens Wouldn't Do While Texting," featuring every day teens describing what they would never do while texting. Surprisingly, the research reveals that teens will text and drive, even if they know it is dangerous. The findings help to send the message to teens that they can make difference and save lives just by acting responsibly behind the wheel and in the passenger seat.

Hager Sharp leads the media outreach efforts to announce the Top 20 winners, promote NYTSM, release data and recognize the top three winners in May 2009.