The Kansas Highway Patrol received a federal grant to fund an educational safety campaign directed to the public. The focus: seat belt use. The target audience: primarily young men, both urban and rural, as well as men 50–65. These audiences statistically have more crashes and are more frequently unbelted, leading to serious injury or death. 

This campaign was all about having the message delivered by the right messenger.

MB Piland created spots in English and Spanish featuring NASCAR champion and Kansan Clint Bowyer and Sporting KC player Dany Rosero. 

The campaign included online video, radio, streaming services, digital display and social—in English and Spanish. More spots can be viewed on our YouTube channel here.