Allstate: Save 11 – Putting a human face on a cold statistic

Leo Burnett Chicago/Starcom

Summary

WE HAD ONE GOAL: PASS A NATIONAL LAW THAT SAVES TEEN LIVES.

Every year 4,000 American teenagers are killed in car accidents. That equates to 11 teenagers a day. As the #2 auto insurer, Allstate sees this tragedy and its aftermath first hand and felt compelled to do something about it.

Plenty of brands were already telling teens about the dangers of distracted driving and dramatizing the horrific possible outcome. The problem is, telling teenagers what to do simply doesn't work. Not only do teens think they're invincible, they are also prone to doing the opposite of what they're told.

There is something that does work, though: letting teens gradually gain driving experience through laws that enforce it.

A few states had passed teen driving legislation (officially known by lawmakers as Graduated Drivers Licensing), and lives were being saved in those states. In some places up to 40%!