Our multicultural campaign targeted three very different groups: young students, their parents and local drivers. Three integrated goals would determine success of this ambitious effort. By walking or biking to school, kids would exercise more; parents would support this for health and safety reasons; and drivers would increase their awareness in school zones. 

Targeted primarily to underserved areas, the bilingual campaign would need to attract, engage and activate an unusual combination of audiences.

The student message was iWalk/iBike, which resonated with youngsters because they highly value freedom of movement. Our research and focus testing revealed a crucial finding: statistics wouldn’t compel parents to walk or bike with their kids. The emotional message that hit home with parents was “Take Time”, an appeal to cherish fleeting time with their children before it is gone.

Effective bilingual outreach was achieved through a strategic combination of print, outdoor and electronic media; free media and partner relationships with demographically focused media outlets; in-school programs, community events and incentives. Drive-time radio led the effort to influence drivers, supported by strategically placed Out Of Home advertising.

It’s not often that “safety” and “fun” dovetail into a single message. Our experience motivating young audiences for the right reasons has included the launch of an international social emotional learning program, a national broadcast series celebrating sports activity and a financial literacy initiative for California children. 

In each case, success can last a lifetime.