Each year, Mothers Against Drunk Driving holds a nationwide 5k walk – Strides For Change – the organization’s signature fundraiser. In the fifth year of the walk, MADD conducted an Internet survey and held focus groups, and we realized that we needed to strengthen the brand of our walk. Working with Dallas-based integrated marketing communications agency MarketWave, we changed the name to Walk Like MADD.
Our goal for the rebranded walk was three-fold: increase the number of walkers; increase the amount of funds raised; and increase awareness of Walk Like MADD and our Campaign to Eliminate Drunk Driving.
In addition to designing a new Walk Like MADD logo and developing collateral including signage, T-shirts and PSAs, we focused on building buzz at the grass roots level. We executed buzz-building events such as partnering with clothing stores and outfitting mannequins in the storefront displays, promoting the walk and offering a portion of purchases to benefit the walk. We also had a Valentine’s Day special with some restaurants promoting “show some MADD love,” and the restaurants would donate a portion of proceeds to the walk. We developed man-on-the-street videos highlighting people’s thoughts about drunk driving, which we posted to YouTube and used for an e-mail campaign prior to the local walks.
As a result, more than 4,600 walkers participated in Walk Like MADD in the six markets that MarketWave supported, a 40% increase from 2007. More than $569,000 was raised, a 27% increase over 2007. In addition, we secured more than 170 media hits and nearly 15 million impressions. Lastly, and most importantly, walk participants signed more than 700 Campaign pledges to eliminate drunk driving.
Credit Information
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Client: Mothers Against Drunk Driving
Agency: MarketWave
Budget: $230,000
Date of Campaign: Aug. 24, 2007 – June 30, 2008
Contact Name: Susan Yost
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