Case Study: National Safety Council achieves increased awareness of distracted driving with Cision

National Safety Council & Multivu Increase Awareness on Critical Issue of Distracted Driving

The National Safety Council (NSC), a nonprofit dedicated to preventing injuries and deaths, needed to raise awareness about the dangers of distracted driving—especially the misconception that hands‑free phone use is safe. Research showed 8 in 10 drivers believe hands‑free calls are safer, so NSC targeted mothers with young children with a campaign under the tagline #Callskill to change perceptions and improve road safety.

NSC partnered with MultiVu (a Cision division) to produce an integrated multichannel campaign—30‑ and 60‑second PSAs, digital animation, photography, a Multimedia News Release and a branded landing page—distributed via targeted TV/radio, Facebook, mobile news scrollers, in‑game video and content recommendation placements. The effort won a Gold AVA award, generated 1,055 earned media placements, a potential audience reach of 388,833,353, ~12.8 million TV PSA impressions (6,500+ airings), delivered 100 million total impressions (31% over guarantee) and drove 5,900 landing‑page views (97% over guarantee).

National Safety Council

Kathy Lane

Senior Director of Public Relations