The Florida Department of Highway Safety and Motor Vehicles (FLHSMV) engages in monthly awareness campaigns aimed at improving driver safety on Florida highways.
Context matters when it comes to reaching listeners on internet radio platforms. Audio is an intimate platform and listeners are sensitive to messages that fit in with their listening habits.
For FLHSMV, SDS used a modular script format that allowed us to craft a dozen different messages that could be targeted to listeners based on their listening habits and associated interests. For example, SDS bought placement of one of the ads with numerous references to pop culture against an audience of listeners to pop music. SDS created an ad format with references to parenting while targeting women in their 30s who listen to children’s stations.