Achieved 40 percent campaign recall and unprecedented engagement by media and popular rider social channels.
Increased awareness of new safety seat law by 8 percent, coupled with steady gains in booster seat usage among parents and caregivers.
Helped move Michigan seat belt usage from 82 percent in 2000 to 98 percent in 2009, making Michigan the country’s leader.
Drug and fatal alcohol-related crashes dropped 14 percent as a result of sustained marketing campaigns.
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