Automotive | Case Study


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Teenage Defensive Driving Education

Industry
Automotive

Program Type
Consumer event

Objectives

•	Increase parent and teen awareness of defensive driving techniques

•	Enhance client’s image as a good corporate citizen

Situation Overview
82% of teenage driver accidents are caused by driver error. Teen drivers account for only 6.3% of the driving population, but they account for 13.6% of accidents. The challenge was to increase defensive driving skills in newly licensed teens by offering a unique hands-on educational experience.

Solutions
A four-hour curriculum was created for parents and their teens, delivered by professional facilitators and driving instructors, with an emphasis on how to handle vehicles under a variety of driving conditions and levels of distraction. The program taught parents how to lead by example and gave them insight into the challenges today’s teen drivers face. The original pilot program turned into a national tour which gained visibility from local and national media and recognition from national safety organizations.

Results

•	Six events operate annually in major American cities nationwide.

•	Program averages 400 participants per event with over 10,000 participants to date.

•	Program has earned the National Safety Council Award for Excellence in Highway Safety.

•	Program has received substantial media and consumer exposure, including coverage in the Wall Street Journal.

•	Numerous emails have come from participants weeks or months after an event stating that what they learned helped to avoid an accident.