Chevrolet had already earned national attention for its innovative Teen Driver technology and its in-vehicle Report Card, but we knew the story still had plenty of fuel left. To reignite conversation, we launched a PR campaign during August—the month when most teens turn sixteen and officially become driver-license eligible. It also marked the moment Chevrolet expanded Teen Driver availability to nine additional models, giving us a perfect news hook.
To uncover a fresh angle, we surveyed parents across the U.S. about their biggest concerns while raising teens. The results were striking: driving ranked as a greater worry than sex, drugs, alcohol, or bullying. To bring this tension to life, we paired the data with footage of teens (being teens) behind the wheel and packaged the story for media with a comprehensive suite of assets, including a press release, impactful video, b-roll, photography and infographics.
The story resonated immediately, earning coverage on Good Morning America, ABC News, and numerous automotive and lifestyle outlets. All content was intentionally crafted to be media-ready — and many of the assets were embedded directly into published articles, expanding the impact even further.
To uncover a fresh angle, we surveyed parents across the U.S. about their biggest concerns while raising teens. The results were striking: driving ranked as a greater worry than sex, drugs, alcohol, or bullying. To bring this tension to life, we paired the data with footage of teens (being teens) behind the wheel and packaged the story for media with a comprehensive suite of assets, including a press release, impactful video, b-roll, photography and infographics.
The story resonated immediately, earning coverage on Good Morning America, ABC News, and numerous automotive and lifestyle outlets. All content was intentionally crafted to be media-ready — and many of the assets were embedded directly into published articles, expanding the impact even further.
"You Are Not Alone" PR Video
Parent Survey Infographics
Teen Driving Photography
Credits:
- Concept by Tony Kause
- Executive Creative Director: Iain Lanivich
- Creative Director: Tony Kause
- ACD/Copywriter: Jaime Perry
- Copywriter: Tommy Simon
- Art Director/Designer: Ashley Ruen
- Producer/Editor: Cassie Kline
- Earned Media: Kara Tagle
- Driving footage obtained by Commonwealth//McCann
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