CT Department of Transportation
Responsible communication for reckless driving
Challenge
The number of highway accidents are on the rise, driven largely by aggressive male drivers aged 18-44.
challenge acceptedSolution
Reframe reckless driving with a human-centered approach.
Change drivers’ perceptions of speeding by educating them on the direct link between reckless driving and accidents through a medium that taps into the target’s emotional truth.
Results
