Aug 08, 2018 Category: public awareness camapign

CHP

CMSP

Goal: Increasing the awareness of the CMSP and overall motorcycle safety to include: basic motorcycle rider safety instruction, motorcycle licensing requirements, rider safety equipment and riding and equipment laws.

Tactics: We reached motorcycle owners and intenders using statewide and marketing mediums including over the top (OTT) programing, Facebook ad campaign, search, behavioral display and video pre-roll digital campaigns, in-theater advertising, traditional radio and magazines. We also targeted periods of heavy motorcycle activity such as Memorial Day weekend, May as Motorcycle Safety Awareness Month and Ride to Work Day on the third Monday in June.

Results: Radio campaign overdelivered by 33%, with all paid media fulfilling initial goals. Statistics on number of CMSP signups, casualty and death rates to come.