Washington Traffic Safety Commission

We believe an individual's relationship to traffic safety is steeped in cultural norms. Our approach is to challenge these cultural norms and employ change strategies.

Our Roles

Campaign Strategy
Creative Execution
Content Marketing
Video production
Facebook Advertising
Traditional Media
CMA Hub™️ Programmatic Media
CMA Peak™️ Dashboard Analytics

We took marketing roads less traveled to foster safe driving behaviors and to reduce fatalities and serious injuries for Washington motorcyclists and high-risk riders.

Content marketing

WTSC engaged CMA to rethink a stale, overdone outdoor and radio campaign into something compelling and measurable. Through the development of integrated online and offline marketing tactics, CMA presented a unified, year-round communications platform based on original video and display advertising creative, in addition to user-generated content (UGC).

Branding

In an effort to reduce motorcycle fatalities, CMA partnered with WTSC to develop a stand-alone brand called “It’s A Fine Line” (IAFL) as a distinct and separate brand from WTSC. By distancing WTSC from IAFL, we created an independent forum to discuss motorcycle safety without the direct perception that this was a state-run campaign.

Washington Traffic Safety Commission Digital Marketing and Video Production

Social Media

CMA’s engaging creative assets were published via the It’s A Fine Line website, blog, YouTube channel, Facebook page, and Twitter profile, and more.

CMA has produced 51 original videos for It's A Fine Line. These short videos depicting real riders and safety professionals have a higher likelihood of being watched from beginning to end and are highly shareable.

Achieving success in this marketing initiative required a balance of data-driven strategy, impactful creative, and integrated media solutions, to influence a cultural change in traffic safety.

Facebook fan growth

video views

campaign impressions