"WreckLess"
Nease High School
Ponte Vedra, Florida
The goal of the “WreckLess” campaign is to raise awareness of the dangers of distracted driving and to empower students to drive smart by giving them the tools and hands-on opportunities to make smart choices… reinforcing the message: YOU’RE IN CONTROL!
The key elements of the campaign include: Creation of WreckLess logo, used on all marketing material for brand identity; distribution of WreckLess T-shirts; assemblies at five district schools in which Comedian Shannon Pickard taught students negotiation skills and strategies for getting themselves out of dangerous driving situations; display of “wrecked car” to kick off local events for National Teen Driver Safety Week; production of TV news features and powerful public service announcements for “Wired;” front-page WreckLess spread in The Vertical, the student newspaper; and promotion of State Farm’s Steer Clear program, giving students behind-the-wheel experience.