Don’t Drip & Drive
Encouraging Washington Drivers to Fix Vehicle Leaks
Every year, hundreds of tons of oil and other petroleum-related products make their way to our lakes, rivers, streams, and the Puget Sound. Most of this toxic pollution comes from small motor oil drips from our cars and trucks. The Stormwater Outreach for Regional Municipalities (STORM) consortium hired PRR to help educate and motivate drivers on vehicle leaks through the “Don’t Drip & Drive. Fix that Leak! Vehicle Leaks Education & Behavior Change Program.”
Brand Development
Developed the Don't Drip & Drive logo, featured on in-store signage, advertising, website, social media, and toolkits for partner agencies.
Strategic Partnerships
Brokered key partnerships with the Automotive Service Association (ASA) of Washington and the Boeing Company for employee testing events.
Data Collection
Conducted focus groups and online surveys and developed a comprehensive evaluation strategy to measure success.
Strategic Marketing
Developed a detailed marketing plan, designed and developed a website, and implemented a comprehensive outreach campaign.
Results
In one month, the ASA partnership and employee testing events combined to test 6,963 cars for leaks. The checks indicated that 2,063 of the cars were leaking oil. Research showed that at least 67 percent of those leaks will be repaired – representing 1,382 cars no longer leaking oil into the Puget Sound and other local bodies of water. Partner outreach efforts resulted in 470,500 impressions through utility bill inserts, social media, website placements, and advertising that ran from March-May 2013. This campaign received multiple national awards including Gold Summit International Awards, Bronze Marketing Award, and Gold MarCom Award.
