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2021 Click It Or Ticket Social Media Playbook 2 of 15 Table of Contents

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2021 Click It Or Ticket Social Media Playbook 2 of 15 Table of Contents SOCIAL MEDIA PLAYBOOK CLICK IT OR TICKET 2021 How to Use This Playbook This document is a social media playbook for the 2021 Click It or Ticket campaign. It includes specific content and assets, along with instructions, to address young male drivers and educate them on why they should always wear their seat belt. The content in this playbook is designed for easy posting and seamless integration into your current social media strategy. Your efforts throughout the year may help save lives. 2021 Click It or Ticket Social Media Playbook 2 of 15 Table of Contents Campaign Overview 4 ¾ Campaign Summary 4 ¾ Objectives 4 ¾ Posting Strategy 5 Social Media Content 6 ¾ Content Organization 7 ¾ Post Examples 8 ¾ Sizes Available 9 ¾ Content 11 NHTSA Contact 15 2021 Click It or Ticket Social Media Playbook 3 of 15 Campaign Overview Campaign Summary One of the safest choices drivers and passengers can make is to buckle up. One in 10 Americans still don’t wear their seat belt when they get in their vehicle and we need to remind them of what this choice can mean: a hefty fine, a traffic ticket or even injury and death. In 2019, nearly 10,000 people were unbuckled when they were killed in crashes. These deaths are completely preventable. The goal of the Click It or Ticket campaign is to remind drivers that they will face penalties from law enforcement if they don’t buckle up. Objectives ¾ Motivate drivers to use their seat belt every time they get in the vehicle – day or night ¾ Promote awareness of increased police enforcement of seat belt laws 2021 Click It or Ticket Social Media Playbook 4 of 15 Posting Strategy The 2021 Click It or Ticket enforcement campaign will run from May 24 to June 6. It is encouraged to post throughout this enforcement period to reinforce the paid placements that will occur at the same time. Below are relevant hashtags to use when posting about the campaign: ¾ #BuckleUp ¾ #ClickIt ¾ #ClickItOrTicket ¾ #SeatbeltSafety ¾ #NoSeatBeltNoExcuses 2021 Click It or Ticket Social Media Playbook 5 of 15 Facebook/Instagram Social Media Content This section contains shareable social media content for the Click It or Ticket campaign. Provided on pages 11-14 are downloadable graphics with accompanying suggested posts that you can use or use as inspiration when sharing on your social media channels. Twitter On the left are two sample social media posts, one for Instagram and Facebook, using a square-shaped graphic and one for Twitter, using a rectangular graphic. 2021 Click It or Ticket Social Media Playbook 6 of 15 Content Organization The social media content is organized into sections based on creative concept. Both English and Spanish versions are provided for this campaign. On the following pages, you will see additional graphic and post examples in a English variety of sizes for the campaign. Be sure ¾ No Seat Belt. No Excuses. – Pg. 11 to consider which social media platform ¾ Warning Lights – Pg. 12 your target audience typically uses when Spanish you choose the graphics and post content. ¾ No Seat Belt. No Excuses. – Pg. 13 Also, take into consideration that most ¾ Warning Lights – Pg. 14 people use mobile phones when checking their social media accounts. The graphics in this playbook are optimized for mobile platforms. 2021 Click It or Ticket Social Media Playbook 7 of 15 Post Examples Here is an example of how posts should look when published. Suggested copy from 1 this playbook. Downloaded graphic from 2 trafficsafetymarketing.gov. Facebook 2021 Click It or Ticket Social Media Playbook 8 of 15 Sizes Available Social media graphic sizes vary across the ever-changing social media platforms. In this playbook we included Facebook/Instagram Posts Facebook/Instagram Stories 1200x1200 (square) 1080x1920 (vertical) different sizes based on suggested industry standards and best practices. Most graphics are available as animated versions on the trafficsafetymarketing.gov website. Facebook/Instagram Posts 1000x1200 (vertical) Twitter Posts 1200x675 2021 Click It or Ticket Social Media Playbook 9 of 15 Animation VS. Static Alongside the static graphics you see in this playbook, NHTSA also offers animated versions of most campaigns in the same sizes. According to social media experts, posts with an animated graphic will see 55% more engagement than those without and often generate 1200% more shares than text and static images combined. (Source: Social Media Today) Animated graphics are uploaded to social platforms in the same way as static ones. Follow the step-by-step instructions provided by the platform during the upload process to easily incorporate animated graphics after downloading them from trafficsafetymarketing.gov. 2021 Click It or Ticket Social Media Playbook 10 of 15 No Seat Belt. No Excuses. (English) STEP STEP 1 Download graphics. 2 Combine with suggested copy below or feel free to draft your own: Download the “No Seat Belt. No Excuses.” Copy/paste one of the suggested posts below. graphic below at: Traffic Safety Marketing ¾ If you’re driving to your friends for the night always make sure your seat belt is buckled. It keeps you safe in your seat and your money in your pocket. #ClickItOrTicket ¾ No matter your destination, there’s no excuse for not wearing your seat belt. Always buckle up – day or night. #ClickItOrTicket ¾ Wide, open roads don’t change the fact you need your seat belt – day or night. #ClickItOrTicket ¾ You may think a quick 10-minute drive doesn’t require a seat belt, but every trip in the car does. Keep yourself and others safe by buckling up – day or night. #ClickItOrTicket Sizes Available: Facebook/Instagram Posts 1000x1200 1200x1200 Facebook/Instagram Stories 1080x1920 Twitter Posts 1200x675 2021 Click It or Ticket Social Media Playbook 11 of 15 Warning Lights (English) STEP STEP 1 Download graphics. 2 Combine with suggested copy below or feel free to draft your own: Download the “Warning Lights” graphic Copy/paste one of the suggested posts below. below at: Traffic Safety Marketing ¾ Hitting the backroads for a long drive or running into town for errands? No matter your destination, buckle up your seat belt – day or night. #ClickItOrTicket ¾ Keys? Wallet? Seat belt? Your buckled seat belt should always be part of your routine. #ClickItOrTicket ¾ This is your warning. Wear your seat belt – day or night – or you may end up with a ticket. #ClickItOrTicket ¾ Make wearing your seat belt a habit – otherwise you’ll end up with a ticket and a hefty fine. #ClickItOrTicket ¾ Just because you’re driving a couple of blocks, doesn’t mean you don’t need your seat belt. Stay safe and buckle up. #ClickItOrTicket Sizes Available: Facebook/Instagram Posts 1000x1200 1200x1200 Facebook/Instagram Stories 1080x1920 Twitter Posts 1200x675 2021 Click It or Ticket Social Media Playbook 12 of 15 No Seat Belt. No Excuses. (Spanish) STEP STEP 1 Download graphics. 2 Combine with suggested copy below or feel free to draft your own: Download the “No Seat Belt. No Excuses” Copy/paste one of the suggested posts below. graphic below at: Traffic Safety Marketing ¾ Puede haber muchas, pero sin el uso del cinturón, las excusas no cuentan. #AbrochadoOmultado Translation: There may be many, but without the use of a seat belt, excuses do not count. #ClickItorTicket ¾ Piensa en tu mejor excusa para no usar el cinturón de seguridad, ¿ya? Bueno, esa tampoco cuenta. #SinCinturónNoHayExcusas Translation: Think of your best excuse for not wearing a seat belt. Ready? Well, that one doesn’t count either. #NoSeatBeltNoExcuses ¾ “Iba con prisa”, “Solo iba aquí cerca”. Excusas hay muchas. Ninguna cuenta si no usas el cinturón. #SinCinturónNoHayExcusas Translation: “I was in a hurry,” “I was just going around the corner.” There are many excuses. None of them count if you don’t wear a seat belt. #NoSeatBeltNoExcuses ¾ No hay excusas para justificar una tragedia. Siempre usa el cinturón de seguridad. #SinCinturónNoHayExcusas Translation: There are no excuses that justify a tragedy. Always buckle up. #NoSeatBeltNoExcuses Sizes Available: Facebook/Instagram Posts ¾ Cambia una excusa por una solución: siempre usa el cinturón. #SinCinturónNoHayExcusas 1000x1200 1200x1200 Translation: Swap an excuse for a solution: always wear a seat belt. #NoseatbeltNoExcuses Facebook/Instagram Stories 1080x1920 Twitter Posts 1200x675 2021 Click It or Ticket Social Media Playbook 13 of 15 Warning Lights (Spanish) STEP STEP 1 Download graphics. 2 Combine with suggested copy below or feel free to draft your own: Download the “Warning Lights” graphic Copy/paste one of the suggested posts below. below at: Traffic Safety Marketing ¾ Obedece las señales, abróchate el cinturón, o paga las consecuencias. #AbrochadoOmultado Translation: Obey the signs, buckle up, or pay the consequences. #ClickItOrTicket ¾ Si vas en tu auto, esto es lo que tienes qué hacer. Abróchate antes de manejar. #AbrochadoOmultado Translation: If you are in your car, here’s what you have to do. Buckle up before you drive. #ClickItOrTicket ¾ Todos los autos vienen equipados con seguridad; está en ti usarla como es debido. #AbrochadoOmultado Translation: All cars come equipped with safety systems; it’s up to you to use them properly. #ClickItOrTicket ¾ Para muchos, no usar el cinturón de seguridad es fácil, para la policía, poner una multa por no hacerlo, también es fácil. #AbrochadoOmultado Translation: For many, not wearing a seat belt is easy; for the police, giving a ticket for not doing so is also easy. #ClickItOrTicket Sizes Available: Facebook/Instagram Posts 1000x1200 1200x1200 Facebook/Instagram Stories 1080x1920 Twitter Posts 1200x675 2021 Click It or Ticket Social Media Playbook 14 of 15 NHTSA Contact If you have questions about the Click It or Ticket campaign, please contact Mike Joyce at [email protected]. 2021 Click It or Ticket Social Media Playbook 15 of 15.
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