Impact

In 2024, the overwhelming majority of unrestrained auto crash fatalities in Virginia took place on rural, non interstate roads and involved men aged 18–30 alone in their vehicle.
Further research revealed this audience segment: 1) fear long-term disability more than death, and 2) yet still buckle up when a loved one is in the car with them.

In order to help alleviate the number of auto crash fatalities, the Virginia DMV called on their longtime media and creative AOR Two Tango Collaborative to execute a campaign that speaks directly to this particular niche who frequently travel on rural roads.
The task was to develop strategic and relatable messaging in order to shift perception and behavior by showcasing seat belt use as the social norm.
By focusing on their target demographic’s priorities (a culture of selflessness and community first values), Two Tango bypassed the norms of PSAs that “preach” and instead ideated a campaign that ask the question: “What if you wore a seatbelt for the people who aren’t in the car with you?”

Launching on August 25th and airing across TV, radio, digital and OOH, the campaign’s film ends on a positive note, rather than one enforcing fear, leaving the audience with a sense of strength and confidence in the choice to wear a seatbelt.
The positive ending shows the protagonist helping others after a collision, subtly addressing their deepest fear and offering hope, while reinforcing that seat belts aren’t just about survival but about continuing to show up for the people who count on the individual in the driver’s seat.

The work was directed by Danny Corey, who is known for his notable campaign collabs with brands such as Snickers, Carmax and Busch.
The collaborative not only led on the concept but also developed the creative for the work while leading on the media strategy and placement.
As the creative and media AOR for the DMV since 2019, Two Tango has been working alongside the Highway Safety Office to help to prevent traffic collisions, fatalities and injuries from traffic crashes by promoting messaging around topics including seat belt awareness, sober driving and speeding.