Florida Department of Transportation Statewide Safety Campaign
Moving the Needle to Zero
Global-5 was tasked by the Florida Department of Transportation (FDOT) State Safety Office to produce safety advertising content and place ads across numerous media platforms. Whereas most large multimedia campaigns require weeks (if not months) of planning, design, and implementation, the Global-5 team was given days to produce and place advertising content statewide – and we delivered! Our in-house digital production and media buying teams made our client’s vision a reality in record setting time. The Global-5 team’s efforts included:
- Producing video, audio and graphic design content for placement on television, radio, streaming & podcast platforms, Twitter/X, web banners, ads on apps, Facebook, Instagram, Google, and Snapchat
- Boosting FDOT public service announcements on their Twitter/X and Facebook & Instagram platforms
- Negotiating with media platforms for the highest return-on-investment (ROI) for the advertisements placed
- Developing and implementing key search terms on the Google platform to drive certain search traffic to FDOT resources
- Consulting on best course of action when limited advertising inventory was available
- Coordinating with Sheriff offices across the state for production of certain content
- Managing media planning to ensure consistent, impactful messaging across all outreach mediums with 24/7 support to execute client directives and report real-time results
- Client: Florida Department of Transportation (FDOT) State Safety Office
- Services: Advertising, Media Buying, Advertising Placement, Outreach, Public Awareness & Information, Media Relations, Writing & Editing, Content Development, Visual Identity, Graphic Design, Promotional Toolkits, Broadcast & Outdoor Media, Social Media, Paid Search & SEO, Analytics, Video Production, Photography, Concept & Design.
Challenge
Target Zero is Florida’s bold initiative to eliminate fatalities and serious injuries on its roadways using a proactive, data-driven approach. The campaign combines state-specific data, technology, and community engagement to address risky driving behaviors and create safer road environments. Understanding the need to engage Florida drivers, FDOT tasked Global-5 with executing a multimedia campaign with safety messaging that targeted risky driving behaviors.
Solutions
Rapid Production
This campaign was high-intensity, short-duration. The Global-5 team was tasked with creative development and production on extremely tight deadlines, and we delivered.
Collaboration
The Global-5 team also demonstrated its partnership and commitment to Target Zero by accommodating content produced by other firms for advertising placements.
Strategic Media Buying
Given the short lead-time before the launch of the campaign, our media buyers went to work to secure available inventory for advertisement placement during the campaign. Our working relationships across the various multimedia platforms enabled the Global-5 team to expedite the placement of advertisements.
Promotion
Recognizing FDOT’s Facebook, Instagram and Twitter/X platforms house valuable safety resources and content, Global-5 also boosted this content to increase their visibility and reach.
Multimedia Campaign
Global-5 placed advertisements on Meta, Google, X/Twitter, billboards, radio & audio streaming, podcasts, television, and snapchat.
24/7 Support
Our client’s needs made this campaign dynamic and necessitated round-the-clock monitoring and responding to additional advertising placement requests at all times of the day and over weekends. The Global-5 team responded and implemented every request, 24/7.
Outreach and Advertising Impact & Results
This safety campaign generated over 70 million impressions throughout the state during the campaigns’ run.
The Meta platform alone garnered over 1 million engagements and link clicks.
Fifty-four digital billboards placed throughout Florida generated 60,000,000 impressions, coupled with 4.5 million Facebook and Instagram impressions.