SHIFT-ING the conversation
Inspiring behavioral change is no easy feat—but when it means reducing crashes and saving lives, it’s worth the challenge. That’s the driving force behind the SHIFT initiative we developed with the Idaho Transportation Department: to shift the conversations, language, and behaviors in Idaho transportation and make Idaho roads safer for everyone.
At its core, SHIFT is about seeing one another not as pedestrians, cyclists, or drivers—but as human beings. With eye-catching messaging and design, captivating photography and videography, and data-driven, story-rich blog content, we’re delivering a powerful message to Idahoans: we’re all in this together, and each of us plays a role in creating a safer Idaho.
- Challenge
Our mission is to make Idaho’s roads safer for everyone. It’s a big goal, but we break it down into achievable, measurable targets. Partnering closely with ITD and their data team, we identify and address the most pressing challenges facing Idaho communities. Key areas of focus include:
– Boosting seatbelt usage: Idaho has seen notable progress in usage but still lags behind the national average.
– Reducing impaired and speeding-related crashes: Especially on rural roads.
– Minimizing distracted driving incidents: A leading cause of preventable crashes.- Solution
Using traffic and crash data, we pinpoint where to focus our messaging and tailor each campaign to resonate with the right demographic. To ensure consistency with national efforts, we align our initiatives with NHTSA’s annual calendar—delivering cohesive messaging that reaches Idahoans throughout the year.
Our campaigns target key categories identified by NHTSA and ITD, including:
– Child Passenger Safety
– Teen Driver Safety
– Seat Belt Safety
– Impaired Driving
– Aggressive Driving
– Winter Safety
– Work Zone Safety
– Bicycle Safety
– Pedestrian Safety
– Engaged Driving
- Working with partnerships
We collaborate closely with ITD partners to align and amplify our shared efforts. In one initiative, we worked with a collective of partners to develop a unified brand identity: Good Move. This comprehensive brand package includes a name, logo, color palette, custom typography, voice and tone guide, and photography. The brand is now featured across billboards, bus wraps, merchandise, and more—all designed to inspire Idahoans to embrace public transportation and drive engaged.
- We do a lot of sh*t
We craft creative assets tailored to every touchpoint needed to engage our target audience. From there, we work with our paid media partner to strategically place and distribute ads for maximum impact.
– Digital ads
– OOH ads: billboards, pump toppers, stadium signage, chalk art
– Bar media
– Streaming Audio Ads
– Blog/long-form content
– Social Media content (LinkedIn, Facebook, Instagram)
– Horizontal and vertical videos
– Motion graphics and animation
– Campaign strategy, messaging, and branding
– Landing pages
– Photography- Moving Idaho Forward
By combining data-driven insights with compelling storytelling and targeted messaging, we’re helping Idahoans recognize that their choices on the road impact everyone around them. Together, through shared awareness and collective action, we can shift behaviors and create safer roads for all—whether you’re traveling by foot, bicycle, motorcycle, or car. Every decision matters, and every shift counts—because when we look out for one another, we move Idaho forward.
