Objective: The National Highway Safety Administration (NHTSA) aimed to maximize awareness, engagement, and education during ‘Teen Driver Safety Week’ (TDSW). Achieving widespread participation in schools across a 5-state footprint was a challenge. DistrictWON (DW) developed and implemented a comprehensive action plan.

Strategy: DW created a toolkit hub containing resources such as social media content, Public Access (PA) announcements, web banner ads, lesson plans, and more. In the month leading up to TDSW, DW connected with athletic directors, guidance counselors, principals, and superintendents at every school in the footprint to raise awareness of the initiative and provide access to the toolkit. During TDSW, DW communicated “Today’s Message” directly to school points of contact to drive participation.

Results: The initiative generated over 6 million impressions throughout the 5-state footprint during TDSW, and the toolkit hub received hundreds of visits. Post-program surveys revealed that schools appreciated DW’s role in facilitating communication and education within their communities.