By The Denver Egotist / /
The Colorado Department of Transportation implemented the Graduated Driver Licensing (GDL) laws in 1999 to help teens develop important driving skills. These laws include steps required to obtain a driver’s license, in addition to adhering to driving restrictions enforced during teens’ first years of having a license. Amélie worked with CDOT to gain teens’ interest in learning about and obeying these rules of the road.
This social media campaign utilized Snapchat, Facebook and Instagram to drive viewers to the CDOT Teen GDL landing page, where they could learn about the GDL laws. To drive even more traffic, 1,500 posters were distributed to CDOT partners, Colorado high schools and local driving schools.
Page visitors could view a short vignette series called, “Teach Me How to GDL.” Each short video illustrated a driving tip ranging from not using a cell phone while driving, to the number of passengers teens are allowed in their cars. To date, the campaign has received over 56 million earned media impressions.