The Kansas Highway Patrol received a federal grant to fund an educational safety campaign directed to the public. The focus: rural road drivers. Kansas was experiencing a uptick in injury and fatal crashes on rural roads.  

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. 

MB Piland created spots in English and Spanish featuring active duty Kansas Highway Patrol Troopers. The messaging centered on the worst part of a Trooper's job: telling a family member that their loved one has died in a crash. While no one likes to be ticketed, it's a Trooper's job to do so if drivers fail to comply with seatbelt laws, speed limits and other rules of the road.  

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.