“Seat belt swag.” “Click with your clique.” this is what 21st century PSAs to teens look and sound like. Frankly, it seems a lot more fun than “This is your brain on drugs.”
Numbers from the Colorado Department of Transportation seem to back that up. Their overture to teens on Snapchat yielded a 70 percent open rate, above Snapchat’s average open rate of 66 percent, CDOT reports.
But it also sounds like it took a lot of work to get there. Here’s their description of the campaign:
“Over 300 Colorado high schools received posters with a Snapcode and a prompt to add CDOT’s account. From there, CDOT launched targeted, one-on-one seat belt safety messages using emojis, Snapart, and other content native to Snapchat. CDOT also asked teens to engage directly with the account, prompting questions and positive conversations on seat belt use. Themed geofilters were distributed on the last day of the campaign, targeting high schools with high populations and those in high teen crash fatality counties.”
Over 1,600 teens used CDOT’s seat belt-themed geofilters, CDOT says. Spokesperson Samuel Cole says there is no intent to start messaging to adults on Snapchat, but the success of the last campaign has the agency interested in additional campaigns down the line.