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Riggs Partners Produces National Distracted Driving Campaign for the Ad Council

COLUMBIA, S.C. (April 15, 2024) — In support of national Distracted Driving Prevention Month, the Ad Council and the National Highway Traffic Safety Administration (NHTSA) have selected and distributed creative assets produced by Riggs Partners as part of their national Distracted Driving Prevention campaign.

The creative work includes outdoor and corresponding digital advertising that addresses the ever-present temptation for cell phone usage while operating a vehicle. It features text messages about loved ones, colleagues and friends that suggest their real point of view about a driver’s phone use.

“It’s a privilege to be part of the Ad Council’s national campaign to fight distracted driving,” said Michael Powelson, creative director at Riggs Partners. “Texting has conditioned us to be communicative at any moment, including in the car. But our firm’s research and subsequent creative underscore the reality that those who care most about us are the last people who’d want us taking that risk.”

According to the latest NHTSA data, 3,308 people were killed in 2022 and an estimated additional 289,310 were injured in motor vehicle traffic crashes involving distracted drivers. Eight percent of fatal crashes, 12% of injury crashes and 11% of all police-reported motor vehicle traffic crashes in 2022 were reported as distraction-affected crashes.

“The innovation within these new creative assets shine an important light on the realities of distracted driving and the harm it can cause to people’s lives,” said Michelle Hillman, Chief Campaign Development Officer, Ad Council. “On behalf of the Ad Council and NHTSA, we are grateful to Riggs Partners for their creativity and passion in collaborating to raise awareness of the dangers of using your phone while driving.”

The outdoor and digital marketing work is set to appear across the country in donated media space. Since launching in 2011, the Ad Council’s Distracted Driving campaign has garnered over $460 million in donated media and over 24 billion impressions.