Chevrolet partnered with DoSomething.org in a new campaign promoting safe driving habits among teens.
Called “Brake It Down,” the campaign provides customized safe driving tips for young people who are quizzed about their friends’ on-the-road habits. The quiz asks young people about their music preferences, favorite snacks, and how well they know their friend behind the wheel.
“Traffic crashes are a leading cause of death for young people in the US. No surprise, research shows that warnings from parents and scare tactics from ads are not enough,” says Aria Finger, CEO of DoSomething.org. “Know what works? Peer-to-peer intervention! That’s why we’re thrilled to partner with Chevrolet on ‘Brake It Down.’ This campaign engages young people to be part of the solution instead of talking down to them.”
The campaign features David Mazouz, known for playing young Bruce Wayne on Fox’s Gotham, in the campaign’s PSA video, shown above. In a light-hearted way, the video goes through several driving stereotypes, such as a reckless SUV driver.
By texting BRAKE to 38383, young people can take the quiz between now and September 15. By sharing their customized safe driving tips with friends, they are entered to win a $5,000 scholarship from Chevrolet and DoSomething.
Chevrolet previously partnered with the organization last year to promote seat belt usage among teens.