[et_pb_section fb_built=”1″ admin_label=”Gradient Header” module_class=”gradient-overlay” _builder_version=”4.5.8″ use_background_color_gradient=”on” background_color_gradient_start=”rgba(0,0,0,0)” background_color_gradient_end=”#e35205″ background_color_gradient_start_position=”67%” background_color_gradient_overlays_image=”on” background_image=”https:\/\/www.dev.cig-pr.com\/reshape\/wp-content\/uploads\/2020\/08\/CaseStudy_CIOT_200802_1.jpg” parallax=”on” custom_padding=”0px||0px||false|false” top_divider_height_tablet=”0px” top_divider_height_phone=”” top_divider_height_last_edited=”on|tablet” bottom_divider_style=”slant” bottom_divider_color=”#ffffff” bottom_divider_height=”25%” bottom_divider_arrangement=”above_content” bottom_divider_height_tablet=”” bottom_divider_height_phone=”18%” bottom_divider_height_last_edited=”on|desktop” background_last_edited=”on|phone” background_image_tablet=”https:\/\/www.dev.cig-pr.com\/reshape\/wp-content\/uploads\/2020\/08\/CaseStudy_CIOT_200802_2.jpg” background_image_phone=”https:\/\/www.dev.cig-pr.com\/reshape\/wp-content\/uploads\/2020\/08\/CaseStudy_CIOT_200802_2.jpg” background_enable_image_tablet=”on” background_enable_image_phone=”on” parallax_tablet=”off” parallax_phone=”off” title_text_tablet=”CaseStudy_CIOT_200802_2″ title_text_phone=”CaseStudy_CIOT_200802_2″][et_pb_row use_custom_gutter=”on” _builder_version=”4.3.3″ width=”100%” max_width=”2560px”][et_pb_column type=”4_4″ _builder_version=”4.0.11″][et_pb_slider _builder_version=”4.4.1″ header_level=”h1″ header_font_size=”52px” background_enable_color=”off” background_enable_image=”off” parallax=”on” min_height_tablet=”” min_height_phone=”400px” min_height_last_edited=”on|phone” custom_margin_tablet=”-95px||||false|false” custom_margin_phone=”” custom_margin_last_edited=”on|phone” header_font_tablet=”” header_font_phone=”” header_font_last_edited=”on|tablet” custom_css_main_element=”padding-bottom: 10%;||width: 50%;||margin-left: auto;||margin-right: auto;” custom_css_slide_image=”margin-left: -27%;” custom_css_main_element__hover_enabled=”on|desktop” custom_css_main_element_last_edited=”on|desktop” custom_css_main_element_tablet=”width: 90%;||margin: auto;||padding-bottom: 10%;” custom_css_main_element_phone=”width: 95%;||margin: auto;||padding-bottom: 10%;”][et_pb_slide heading=”Reasons to Buckle Up” image=”https:\/\/www.dev.cig-pr.com\/reshape\/wp-content\/uploads\/2019\/12\/Divider_Header.svg” use_bg_overlay=”off” image_tablet=”” image_phone=”” image_last_edited=”on|tablet” _builder_version=”4.6.5″ header_level=”h1″ header_text_align=”left” header_font_size=”60px” background_color=”rgba(0,0,0,0)” background_enable_color=”on” background_enable_image=”off” parallax=”on” text_orientation=”left” max_width=”100%” custom_padding=”|0px||0px|false|false” header_font_size_tablet=”52px” header_font_size_phone=”44px” header_font_size_last_edited=”on|phone” sticky_transition=”on”][\/et_pb_slide][\/et_pb_slider][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ admin_label=”The Callenge” _builder_version=”4.4.0″ custom_margin=”0px||0px||false|false” custom_padding=”0px||0px||false|false”][et_pb_row use_custom_gutter=”on” gutter_width=”1″ custom_padding_last_edited=”on|tablet” _builder_version=”4.4.0″ custom_margin=”0px||0px||false|false” custom_margin_tablet=”” custom_margin_phone=”” custom_margin_last_edited=”on|tablet” custom_padding=”0px||0px||false|false” custom_padding_tablet=”” custom_padding_phone=””][et_pb_column type=”4_4″ _builder_version=”4.0.11″][et_pb_text _builder_version=”4.4.0″ header_text_color=”#3d3935″ header_font_size=”60px” header_2_font_size=”52px” custom_margin=”60px||40px||false|false” custom_margin_tablet=”50px||35px||false|false” custom_margin_phone=”50px||35px||false|false” custom_margin_last_edited=”on|desktop” custom_padding=”||||false|false” custom_padding_tablet=”||||false|false” custom_padding_phone=”” custom_padding_last_edited=”on|phone” header_font_size_tablet=”48px” header_font_size_phone=”40px” header_font_size_last_edited=”on|desktop” header_2_font_size_tablet=”48px” header_2_font_size_phone=”40px” header_2_font_size_last_edited=”on|desktop”]<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_2,1_2″ custom_padding_last_edited=”on|phone” _builder_version=”4.4.0″ custom_margin=”0px||||false|false” custom_margin_tablet=”” custom_margin_phone=”” custom_margin_last_edited=”on|tablet” custom_padding=”0px||||false|false” custom_padding_tablet=”0px||||false|false” custom_padding_phone=”” custom_padding__hover_enabled=”on|desktop”][et_pb_column type=”1_2″ _builder_version=”4.0.11″][et_pb_text _builder_version=”4.6.5″ text_text_color=”#3d3935″ custom_css_main_element=”font-weight: 400;”]<\/p>\n
Coloradans do a lot of things well, but when it comes to wearing seat belts, statistics show we have plenty of room for improvement.<\/span> In 2017, unbuckled deaths accounted for half of the 383 total passenger vehicle fatalities in Colorado. The Colorado Department of Transportation (CDOT) estimates that, in 2018, one in every 33 Colorado drivers will be in a crash. CDOT\u2019s\u00a0<\/span>Click It or Ticket<\/span><\/i>\u00a0seat belt campaign had seen several iterations, but the data showed messages weren\u2019t resonating with Colorado drivers, and unbuckled fatalities were up 14% since 2014.<\/span><\/p>\n CDOT and CIG\u2019s challenge was clear: How do you change the behavior of the more than 16% of Coloradans that neglect to wear their seat belts? <\/span><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.dev.cig-pr.com\/reshape\/wp-content\/uploads\/2019\/11\/Divider_CallOut.svg” _builder_version=”4.0.11″][\/et_pb_image][et_pb_text _builder_version=”4.4.0″ text_line_height=”1.3em” header_line_height=”0.75em” header_4_font_size_tablet=”” header_4_font_size_phone=”30px” header_4_font_size_last_edited=”on|tablet”]<\/p>\n [\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.0.11″][et_pb_image src=”https:\/\/www.dev.cig-pr.com\/reshape\/wp-content\/uploads\/2020\/09\/CaseStudy_CIOT_Challenge_3-Rev.jpg” title_text=”CaseStudy_CIOT_Challenge_3-Rev” _builder_version=”4.6.2″ _module_preset=”default”][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ admin_label=”Our Solution” _builder_version=”4.5.6″ background_color=”#eeeeee” custom_padding=”0px||||false|false” top_divider_style=”slant” top_divider_color=”#ffffff” top_divider_height=”160px” top_divider_flip=”horizontal” top_divider_height_tablet=”100px” top_divider_height_phone=”50px” top_divider_height_last_edited=”on|phone”][et_pb_row custom_padding_last_edited=”on|phone” _builder_version=”4.4.0″ custom_margin=”0px|auto|0px|auto|false|false” custom_margin_tablet=”0px|auto|0px|auto|false|false” custom_margin_phone=”0px||||false|false” custom_margin_last_edited=”on|desktop” custom_padding=”160px||0px||false|false” custom_padding_tablet=”100px||||false|false” custom_padding_phone=”50px||0px||false|false”][et_pb_column type=”4_4″ _builder_version=”4.0.11″][et_pb_text _builder_version=”4.4.0″ header_text_color=”#3d3935″ header_font_size=”60px” header_2_font_size=”52px” custom_margin=”60px||40px||false|false” custom_margin_tablet=”50px||35px||false|false” custom_margin_phone=”” custom_margin_last_edited=”on|desktop” custom_padding=”||||false|false” custom_padding_tablet=”||||false|false” custom_padding_phone=”” custom_padding_last_edited=”on|phone” header_font_size_tablet=”48px” header_font_size_phone=”40px” header_font_size_last_edited=”on|desktop” header_2_font_size_tablet=”48px” header_2_font_size_phone=”40px” header_2_font_size_last_edited=”on|desktop”]<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_2,1_2″ custom_padding_last_edited=”on|phone” _builder_version=”4.4.0″ custom_padding=”0px||||false|false” custom_padding_tablet=”0px||||false|false” custom_padding_phone=””][et_pb_column type=”1_2″ _builder_version=”4.0.11″][et_pb_text _builder_version=”4.4.0″ text_text_color=”#3d3935″ custom_margin=”||||false|false” custom_padding_tablet=”0px||0px||false|false” custom_padding_phone=”” custom_padding_last_edited=”on|phone” custom_css_main_element=”font-weight: 400;”]<\/p>\n In 2018, CIG took a fresh, creative approach to improving seat belt use. The aim was to deliver CDOT\u2019s seat belt safety message in a way that resonated with audiences on a more emotional level. We interviewed people across the state to understand their stories and the emotions behind why they choose to buckle up. We wanted to give a voice to people that ordinary Coloradans look up to or can relate to \u2014 respected figures, guardians, protectors and heroes in their own right. These weren\u2019t paid actors, but everyday Coloradans. The interviewees were authentic in sharing their personal reasons for buckling up.<\/span><\/p>\n With a limited budget and just three months to deliver, CIG executed 10 videos (eight in English, two in Spanish) to create a powerful, personal campaign that shared real Coloradans\u2019 reasons for buckling up. The videos were shown on YouTube, gas station TVs and Facebook. To extend the campaign in rural counties where seat belt use is historically among the lowest in the state, CIG created ads used on high school event tickets, which are often popular gatherings in rural communities.<\/span><\/p>\n In 2019, CIG took off on <\/span>The Reasons Road Trip<\/i>, shooting video that engaged Coloradans in Adams, El Paso and Weld Counties. These are the counties with the\u00a0highest number of unbuckled fatalities in 2017. This travel-blog style video series captured the stories from locals on why they choose to buckle up.<\/span><\/p>\n [\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.0.11″][et_pb_video src=”https:\/\/youtu.be\/QfaRj-yWfa0″ image_src=”https:\/\/www.dev.cig-pr.com\/reshape\/wp-content\/uploads\/2020\/08\/CaseStudy_CIOT_200802_5.jpg” thumbnail_overlay_color=”rgba(0,0,0,0.6)” _builder_version=”4.5.6″ _module_preset=”default”][\/et_pb_video][et_pb_video src=”https:\/\/youtu.be\/XnyY1xgQWX4″ image_src=”https:\/\/www.dev.cig-pr.com\/reshape\/wp-content\/uploads\/2020\/08\/CaseStudy_CIOT_200802_6.jpg” thumbnail_overlay_color=”rgba(0,0,0,0.6)” _builder_version=”4.5.6″ _module_preset=”default”][\/et_pb_video][et_pb_video src=”https:\/\/youtu.be\/ZR_o91VSR1Q” image_src=”https:\/\/www.dev.cig-pr.com\/reshape\/wp-content\/uploads\/2020\/08\/CaseStudy_CIOT_200802_3.jpg” thumbnail_overlay_color=”rgba(0,0,0,0.6)” _builder_version=”4.6.2″ _module_preset=”default”][\/et_pb_video][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.5.6″ _module_preset=”default” background_color=”#eeeeee” custom_padding=”0px||0px||false|false”][et_pb_row _builder_version=”4.5.6″ _module_preset=”default” width=”100%” custom_padding=”0px||0px|||”][et_pb_column type=”4_4″ _builder_version=”4.5.6″ _module_preset=”default”][et_pb_video_slider show_image_overlay=”on” show_thumbnails=”off” _builder_version=”4.5.6″ _module_preset=”default” custom_padding=”0px||0px||false|false”][et_pb_video_slider_item src=”https:\/\/youtu.be\/KfWVWTxiTmQ” image_src=”https:\/\/www.dev.cig-pr.com\/reshape\/wp-content\/uploads\/2020\/08\/CaseStudy_CIOT_200802_7-1.jpg” _builder_version=”4.5.6″ _module_preset=”default” hover_enabled=”0″ show_image_overlay=”on” sticky_enabled=”0″][\/et_pb_video_slider_item][et_pb_video_slider_item src=”https:\/\/youtu.be\/s31ZIO7J7hE” image_src=”https:\/\/www.dev.cig-pr.com\/reshape\/wp-content\/uploads\/2020\/08\/CaseStudy_CIOT_200802_8.jpg” _builder_version=”4.5.6″ _module_preset=”default” show_image_overlay=”on”][\/et_pb_video_slider_item][et_pb_video_slider_item src=”https:\/\/youtu.be\/eN9Y10Ny5d8″ image_src=”https:\/\/www.dev.cig-pr.com\/reshape\/wp-content\/uploads\/2020\/08\/CaseStudy_CIOT_200802_9.jpg” _builder_version=”4.5.6″ _module_preset=”default” show_image_overlay=”on”][\/et_pb_video_slider_item][et_pb_video_slider_item src=”https:\/\/youtu.be\/_fL3TxItsX4″ image_src=”https:\/\/www.dev.cig-pr.com\/reshape\/wp-content\/uploads\/2020\/08\/CaseStudy_CIOT_200802_10.jpg” image_src_tablet=”” image_src_phone=”” image_src_last_edited=”on|phone” _builder_version=”4.5.6″ _module_preset=”default” show_image_overlay=”on”][\/et_pb_video_slider_item][\/et_pb_video_slider][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.4.0″ custom_padding=”0px||||false|false” top_divider_style=”slant” top_divider_color=”#eeeeee” top_divider_height=”160px” top_divider_height_tablet=”100px” top_divider_height_phone=”50px” top_divider_height_last_edited=”on|phone”][et_pb_row custom_padding_last_edited=”on|phone” _builder_version=”4.4.0″ custom_margin=”0px|auto||auto|false|false” custom_margin_tablet=”||0px||false|false” custom_margin_phone=”” custom_margin_last_edited=”on|desktop” custom_padding=”160px||0px||false|false” custom_padding_tablet=”100px||0px||false|false” custom_padding_phone=”50px||||false|false”][et_pb_column type=”4_4″ _builder_version=”4.4.0″ custom_padding=”0px||0px||false|false”][et_pb_text _builder_version=”4.4.0″ header_text_color=”#3d3935″ header_font_size=”60px” header_2_font_size=”52px” custom_margin=”60px||40px||false|false” custom_margin_tablet=”50px||||false|false” custom_margin_phone=”” custom_margin_last_edited=”on|desktop” custom_padding=”||||false|false” custom_padding_tablet=”||||false|false” custom_padding_phone=”” custom_padding_last_edited=”on|phone” header_font_size_tablet=”48px” header_font_size_phone=”40px” header_font_size_last_edited=”on|desktop” header_2_font_size_tablet=”48px” header_2_font_size_phone=”40px” header_2_font_size_last_edited=”on|desktop”]<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_2,1_2″ _builder_version=”4.4.0″ custom_padding=”0px||||false|false”][et_pb_column type=”1_2″ _builder_version=”4.0.11″][et_pb_text _builder_version=”4.4.0″ text_text_color=”#3d3935″ custom_css_main_element=”font-weight: 400;”]<\/p>\n In total, the campaign generated more than 20.3 million impressions across all platforms. Digital ads generated 11,920 total clicks, with Facebook generating 67% of those. CIG\u2019s earned media outreach for the campaign also produced 26 internet stories, 40 TV stories and 64 external social media posts.<\/span><\/p>\n For <\/span>The Reasons Road Trip<\/span><\/i> portion of the campaign, videos were distributed to statewide and county-specific stakeholders and traffic safety partners. They were also used in paid advertisements on CDOT\u2019s Facebook page with audience-targeting parameters to reach our target counties. Full-video views hit 31,946 and social media impressions came in at 403,613.<\/span><\/p>\n [\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.0.11″][et_pb_text _builder_version=”4.4.0″ text_line_height=”1.3em” header_line_height=”0.75em” header_4_font_size_tablet=”” header_4_font_size_phone=”30px” header_4_font_size_last_edited=”on|tablet”]<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.5.8″ _module_preset=”default”][et_pb_column type=”4_4″ _builder_version=”4.5.8″ _module_preset=”default”][et_pb_text module_class=”hyperlink-color” _builder_version=”4.6.5″ text_text_color=”#3d3935″]Questions? Please reach out to connect@cig-pr.com<\/a>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ admin_label=”Story” _builder_version=”4.4.0″ background_color=”#ffffff” custom_padding=”0px||12px|||” background_color_tablet=”#ffffff” background_last_edited=”on|tablet” background_enable_color_tablet=”on”][et_pb_row custom_padding_last_edited=”on|tablet” disabled_on=”off|off|on” _builder_version=”4.4.0″ custom_margin=”|auto|50px|auto||” custom_padding=”||||false|false” custom_padding_tablet=”” custom_padding_phone=”||30px||false|false”][et_pb_column type=”4_4″ _builder_version=”4.2.1″][et_pb_text _builder_version=”4.4.1″ text_font=”Mont Heavy||||||||” text_text_color=”#3d3935″ text_font_size=”36px” text_line_height=”1.1em” header_text_align=”center” custom_margin=”||9px|||” custom_padding=”||||false|false” text_font_size_tablet=”30px” text_font_size_phone=”30px” text_font_size_last_edited=”on|phone” header_font_size_tablet=”” header_font_size_phone=”50px” header_font_size_last_edited=”on|phone”]<\/p>\n TransComm Award<\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.6.2″ text_font=”Work Sans||||||||” text_text_color=”#3d3935″ text_font_size=”24px” text_line_height=”1.25em” text_orientation=”center” custom_margin=”||||false|false” custom_css_main_element=”font-weight: 500;”]<\/p>\n Video Production Series (2020)<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”2_5,3_5″ use_custom_gutter=”on” custom_padding_last_edited=”off|desktop” disabled_on=”on|on|off” _builder_version=”4.5.8″ width=”100%” custom_margin_tablet=”” custom_margin_phone=”” custom_margin_last_edited=”on|desktop” custom_padding=”||50px|5%|false|false” custom_margin__hover_enabled=”on|desktop”][et_pb_column type=”2_5″ _builder_version=”4.5.8″ custom_padding=”||||false|false”][et_pb_text _builder_version=”4.5.8″ text_font=”Mont Heavy||||||||” text_text_color=”#3d3935″ text_font_size=”36px” text_line_height=”1.5em”]<\/p>\n TransComm Award<\/p>\n [\/et_pb_text][\/et_pb_column][et_pb_column type=”3_5″ _builder_version=”4.4.0″][et_pb_text _builder_version=”4.5.8″ text_font=”Work Sans||||||||” text_text_color=”#3d3935″ text_font_size=”24px” text_line_height=”1.25em” custom_margin=”||||false|false” custom_padding=”10px||||false|false”]<\/p>\n Video Production Series (2020)<\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.4.0″ background_color=”#e35205″ max_width_tablet=”” max_width_phone=”” max_width_last_edited=”on|desktop” module_alignment=”center” custom_padding=”||||false|false”][et_pb_row use_custom_gutter=”on” custom_padding_last_edited=”on|phone” _builder_version=”4.4.0″ width_tablet=”” width_phone=”100%” width_last_edited=”on|desktop” min_height_tablet=”” min_height_phone=”200px” min_height_last_edited=”on|phone” custom_margin=”-80px||||false|false” custom_margin_tablet=”-60px||||false|false” custom_margin_phone=”-60px||||false|false” custom_margin_last_edited=”on|phone” custom_padding=”40px||||false|false” custom_padding_tablet=”20px||||false|false” custom_padding_phone=”||||false|false” border_width_right=”0px”][et_pb_column type=”4_4″ _builder_version=”4.4.0″][et_pb_text _builder_version=”4.4.8″ _dynamic_attributes=”link_option_url” text_font=”Mont Heavy Lic||||||||” text_font_size=”36px” text_orientation=”right” background_layout=”dark” link_option_url=”@ET-DC@eyJkeW5hbWljIjp0cnVlLCJjb250ZW50IjoicG9zdF9saW5rX3VybF9wcm9qZWN0Iiwic2V0dGluZ3MiOnsicG9zdF9pZCI6IjQ4OCJ9fQ==@” text_font_size_tablet=”30px” text_font_size_phone=”” text_font_size_last_edited=”on|tablet”]Next Case Study[\/et_pb_text][et_pb_text _builder_version=”4.4.3″ text_font=”Work Sans|700||on|||||” text_text_color=”#ffffff” text_font_size=”24px” text_orientation=”right” background_layout=”dark” custom_margin_tablet=”” custom_margin_phone=”25px|10%|||false|false” custom_margin_last_edited=”on|tablet” custom_padding=”0px||0px|||” custom_padding_tablet=”” custom_padding_phone=”” custom_padding_last_edited=”on|phone” link_option_url=”https:\/\/www.dev.cig-pr.com\/reshape\/impact\/” global_module=”1668″]<\/p>\n See All<\/a><\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ admin_label=”Footer” _builder_version=”4.4.1″ background_color=”#3D3935″ module_alignment=”center” custom_margin=”-150px||0px||false|false” custom_padding=”||5px|||” top_divider_style=”slant” top_divider_color=”#e35205″ top_divider_height=”160px” top_divider_height_tablet=”100px” top_divider_height_phone=”” top_divider_height_last_edited=”on|phone” global_module=”1014″ saved_tabs=”all”][et_pb_row _builder_version=”4.6.5″ _module_preset=”default”][et_pb_column type=”4_4″ _builder_version=”4.6.5″ _module_preset=”default”][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”3_5,2_5″ custom_padding_last_edited=”on|phone” _builder_version=”4.3.4″ width=”100%” width_tablet=”80%” width_phone=”” 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fatalities were up 14% since 2014.<\/span><\/h4>\n
Our Solution<\/strong><\/h2>\n
The Results<\/strong><\/h2>\n
In total, the campaign generated more than 20.3 million impressions across all platforms.<\/h4>\n
\n Suite 1800<\/span>
\n Denver, CO 80264<\/span>
\n 303.670.2537<\/a><\/span>
\n connect@cig-pr.com<\/a><\/span>[\/et_pb_text][et_pb_text _builder_version=”4.6.5″ text_text_color=”#ffffff” text_font_size=”14px” text_line_height=”1.3em”]<\/p>\n