Drive the Conversation
PEMCO
Content Strategy / Story Development / Casting / Film Production
Kitchen table conversations with new drivers and their parents.
PEMCO Insurance wanted to create an online conversation about teen drivers, while mitigating the stress and anxiety that parents and children might be feeling. We developed a campaign centered around a series of short films, reframing the experience of learning to drive in a positive light. The conversation-focused videos were targeted at social media engagement, bringing parents to a web page with advice and informational resources.
It's a two-way street.
One goal was to remind parents that they were once first-time drivers too, and that while this can be a stressful time, it's also an exciting rite of passage. Another was to acknowledge the tension and frustrations that both sides are experiencing as part of this process and know that it's normal.
