AARP Driver Safety 1:1 Campaign

This case study describes how AARP Driver Safety Division, who offer driver safety courses to drivers over age of 50 in USA, developed targeted mailings to increase uptake of its courses.

AARP Driver Safety 1:1 Campaign

Campaign details

Agency: ThomasARTSClient: AARP Driver Safety DivisionCategory: Education

Executive summary

This case study describes how AARP Driver Safety Division, who offer driver safety courses to drivers over age of 50 in USA, developed targeted mailings to increase uptake of its courses. Course participation had been dropping, compounded by the courses relying on volunteers so programs were disorganised and inconsistent. The challenge was to increase participants from 13 per course to 18, along with better-targeted mailings. Using ADS's consumer database and targeting software improved mailers were created to be localised,...

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