Riley Hospital for Children initially asked for a broadcast and print campaign that told Hoosier parents that they were an advocate for kids. During the discovery phase, key insights revealed that parents didn't need to be told this; they needed to be shown. Our entire campaign advocated for child safety through a "Drive Smart" campaign, placing yard signage where children live and play. We sent texts to the texters and used successive outdoor with 3D elements to grab the drivers’ attentions. Sixty percent of Indiana motorists identified the message. Two in three made a change where kids live and play. And over 65,000 Hoosier parents joined in to display the yard signs, becoming active brand advocates for our client.