Jon Nelson

DriveitHOME

DriveitHOME, a National Safety Council program, was based on research showing that teens learned most of their driving behaviors from parents, regardless of outside instruction. This meant the behavior of adult drivers who already had years of building up bad habits needed to be changed while enabling parents to become driving instructors.

A media campaign utilizing social media, newsletter, website, and live events made the vision real and saved lives.

200+

Injuries & Deaths Prevented

1,000+

Crashes Prevented

10k+

Newsletter Subscribers

14

City Tour With Second City Works

Video Series

Distinguishing DriveitHOME from other safe-driving campaigns meant taking a new approach. While the threat of a crash is terrifying, fear was not the message we wanted to convey. A combination of humor and frank discussion resonated with parents who were already nervous about their teens’ driving. A hopeful message was key to the campaign’s success.

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Newsletter

I developed this newsletter to deliver simple and relevant driving lessons to parents weekly. This helped break down the difficult challenge of being a driving instructor into more manageable tasks.

  • 52 Lessons
  • 10,000+ sign-ups in 3 months
  • Dynamically updated flow based on time of sign-up, location, and seasons
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Poster Series

Poster showing a car swerving around a flipping coin with the statistic that half of all teen drivers are in a crash before they are 19
Poster stating scan the road and the road appears as a barcode
Poster will illustrated tire skid marks calling for no hard stops
Poster explaining the dangers of night driving for teens. All black with two bright headlights
Poster explaining that it is dangerous for new drivers to have passengers. Tan poster with a blue circle and three X indicating that only one person should be in the car
Scan the road poster explaining how important it is to pay attention to all parts of the road. Orange poster with an abstract eye and the line of a road in the iris.
Blue poster with a tan circle and orange dots at the nine and three positions to demonstrate the proper way to hold a steering wheel in a car.
Poster with an abstract representation of a yellow car speeding past two orange cars demonstrating the dangers of driving too fast

I created a series of posters based on key lessons that were found to have the highest impact on improving driving safety. These were distributed across various channels and provided in printing-friendly formats.

Activation Tour

picture of a red car with a red bow on it

In partnership with Second City Works, we took the skits developed for our video series on tour to 14 cities. To help drive attendance, we raffled off a car with entries collected only at the event.

(Giving away a car is every bit as cool as I thought it would be)

In addition to the tour, collaborating with the Toyota Foundation allowed parents and their teens to practice safe driving techniques with experts at multiple safe driving events.