The Why

According to the National Highway Traffic Safety Administration (NHTSA) seatbelts have saved nearly 300,000 lives since 1975 in the U.S. alone. However, crashes are still the leading cause of death in teens. In 2016, there were 2,082 teen drivers of passenger vehicles involved in fatal motor vehicle traffic crashes.

Serving as Ford Motor Company’s communication agency of record for several years, Moore was tasked with developing a unique and innovative way to inform teen drivers on the importance of regular seat belt usage. Moore introduced the “Abróchate Por Amor” (Buckle Up For Love) safety campaign around Valentine’s Day to reinforce why drivers and passengers should always wear a seat belt. Wearing your seat belt is one of the easiest ways to protect both ourselves and our loved ones year-round than by wearing seat belts.

Services

  • Brand Development
  • Digital Media
  • Event Planning
  • Influencer Relations
  • Media Relations

The How

Our strong digital and social presence, with engaging content and a powerful call to action, was paired with support from trusted community and online influencers. As a result, Moore was able to successfully launch the Abróchate Por Amor campaign in 2015 in the five key Hispanic markets across the country: Miami, Los Angles, New York, Houston, and Dallas.

Abróchate Por Amor has been endorsed by and partnered with municipalities and first responders across the country including: Miami-Dade County, City of Doral, LA County, Dallas/Ft. Worth Metro, Houston and Orange County. The campaign was so successful, it is a staple strategy in Ford’s Hispanic communication’s strategy and is incorporated into Ford’s Driving Skills for Life (DSFL) program.

The Results

Over the last four years the digital campaign has reached over 6 million students and families across all markets (LA, Houston, Dallas, NYC, Miami).

Annual school and community outreach reaches 10,000 families and students.

We have been able to secure a 30% share of voice and exposure for Ford Motor Company. That’s more than Toyota and Honda combined, placing Ford at the No. 1 spot for share of voice among U.S. based media.