Allstate Drives Home Safety Message to Teens in Episode of CW’s “Girlfriends” |
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Written by U.S. Insurance News
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Friday, 15 February 2008 |
Allstate Insurance Company has a sobering message for teenagers—automobile accidents are the number one killers of teens.
Allstate Insurance Company has a sobering message for teenagers—automobile accidents are the number one killers of teens.
But the Illinois-based insurance carrier wanted to frame the message in a more friendly way. So it decided to emphasize the importance of safe driving by planting it in a teen-friendly TV show, the CW network’s show “Girlfriends.”
Allstate teamed with the show’s producers to include a scene between mother Maya Wilkes (played by Golden Brooks) and son Jabari Wilkes (played by Kendre Berry) in the Monday, February 11, episode of “Girlfriends.” The dialogue between the two characters included a discussion about the risks and responsibilities associated with teen driving and a mention of Allstate’s Parent Teen Driving Contract.
“Allstate developed the Parent Teen Driving contract knowing that it would serve as an important and useful tool to start this important conversation between parents and their teens,” explained Lisa Cochrane, vice president of marketing for Allstate. “Being able to weave that important message into a popular TV show like this is just one way Allstate is working to reach consumers in every way that we can.”
A 30-second version of Allstate’s “Tail Lights” commercial aired during the episode, which will rerun on the CW on March 9. The company’s teen safe driving commercial is set to the tune of “From Where You Are,” a song written and performed by Jason Wade, lead singer of the band Lifehouse. Wade wrote the song based on his experience with losing a teenage friend in a car accident several years ago.
Each year, nearly 6,000 teens are killed in automobile accidents, and 300,000 more are injured.
An interactive version of Allstate's Parent Teen Driving contract is available on the Allstate Web site. Parents and their teens can create a contract, customizing the rules and consequences to tailor it to their unique family situation. For example, parents and teens can agree in writing about the time of day teens will and won’t drive, how many passengers they can carry, and what will happen if they are given a speeding ticket. The site features facts and statistics about dangers on the road, as well as guidelines for starting the conversation about safe driving and establishing rules to address certain driving dangers.
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