Put the Phone Away or Pay
A distracted driving campaign for the National Highway Safety Administration (NHTSA)
Campaign Tagline Development
The ask? Write a tagline to stop distracted driving. Include law enforcement consequences. Make it about all types of phone use, not just texting. Make it catchy.
The result? Put the Phone Away or Pay.
Where it’s ended up:
In just 8 days, this tagline got over 600 million impressions. Put the Phone Away or Pay ended up behind home plate across the MLB’s Opening Day slate and in a personal shoutout from Congress. And about 600 million other places I’ll probably never know about.
Excerpt from a House of Representatives appropriations bill