We launched a safe street campaign on Instagram using one of its main features: tags.

With tags we shaped the silhouettes of three subjects: a dog, a runner and a pram.

To get in real contact with our target and make our message even stronger we involved a solid network of web influencers. On campaign launch day, they published a selfie and a caption explaining the importance of driving responsibly.

Don’t tap and drive was launched on the 20th of April on FordItalia Instagram profile.

The people tagged in the three pictures were influencers sympathizing with our cause who decided to support our message without asking for any compensation.

Far in advance, they were sent a tag-shaped cardboard with their name on it.

The tag cardboards were featured in the content created specially on campaign launch day.

That day they posted their tag-cardboard selfie and explained in captions what drove them to support the campaign. Everything under the hashtag #DontTapAndDrive.

On Instagram:

Total Likes > 65k

Total Comments > 2k

Reach > 3 M