Vehicle Safety Recalls
In 2014, a major safety recall was issued for 67 million Takata airbags because they can explode when deployed, causing serious injury or even death. GMMB has partnered with Fiat Chrysler Automobiles (FCA), the National Highway and Traffic Safety Administration (NHTSA), and the National Safety Council (NSC) in an effort to get all defective airbags replaced.
While about 88% of airbags have been repaired or replaced, as of 2024, over 6 million are still unrepaired, so our challenge was to continue to message the problem in new ways to reach drivers and owners who haven’t previously acted on the information they’ve seen.
We crafted campaigns with unique messaging for a variety of audiences, especially those who had a higher rate of unrepaired recalls: hispanic, black, low-income, and tribal communities.
Campaign materials included direct mail, animated and static digital ads, social, newsletters, posters, and toolkits.
We also continued to support more general vehicle safety recall work for recalls other than the deadly airbags.
THE TEAM
Creative Direction: Don Corrigan, Robert Grubbs
Copywriters: Eleanor Chen, Renato Martinez
Art Direction: Micaela Todd
Designers: Stephen Wilkes, Isaiah Thomas
MY ROLES
Ideation, Brainstorming, & Concepting
Art Direction, Animation and Video
Storyboarding
Design
Photo Compositing
Print Production
