Baby Boomers have a difficult time speaking to their parents about when to limit or stop driving, yet most seniors are open to talking about their increased driving risks. This campaign sought to fill those gaps by creating awareness among Baby Boomers, with an empathy-driven angle. The multiplatform integrated campaign allowed Baby Boomers to drive a mile in their parents’ shoes through real world and virtual experiences: PR driving events, online games, a custom senior simulator suit, and paid media. A multitude of press exposure, including a segment on Good Morning America, resulted in more than 10MM impressions and over $800K in advertising value equivalency.

The multiplatform integrated campaign targeted Baby Boomers and press in relevant direct channels and in person events in California, New York, Connecticut and Kentucky. At events in each region, members of the press drove with a professional driver while wearing the Senior Simulator, a suit that physically simulates the impairments of aging, such as slow reflexes and joint pain, and also underwent an eye exam with simulated eye disease glasses. The press and public could also play the Driver Seat Game (on web, iPhone, Facebook) giving players a taste of how senior aging impairments affect driving safety, as did multiple format banner ads. A radio spot highlighted the awkward conversations we have with our parents throughout life. Print ads brought to life the vision challenges seniors face. Resources on the Liberty Mutual website offered conversation starters, tips, and solutions.

Metric results indicated that public awareness of senior driving grew during the campaign. A multitude of overwhelmingly supportive press coverage in each region, including a segment on Good Morning America and a story on the front page of the Boston Globe website, resulted in more than 10MM impressions and over $800K in ad value equivalency. Additionally, the campaign increased downloads and play of the game across Liberty Mutual's website, iPhone, and Facebook platforms. While Liberty Mutual remains apolitical and concerned only with the safety of its customers, it is notable that several states have since begun legislation to change senior driving laws in 2009-10.