UDOT has been nominated in three categories for the Golden Post Awards, and we need your help voting online here!
Final nominees for the Golden Post Awards — the first awards program for state and local government social media efforts in the U.S. — will be chosen based on the public’s votes, comments, and a review of the Government Social Media Conference Awards team. UDOT is nominated for “Best Social Media Campaign”, “Social Media for Citizen Engagement” and “Outstanding Social Media Results”. All three nominations are for the department’s “Twist” ad, which debuted during Super Bowl XLVIII in February 2014.
UDOT ran this thought-provoking ad to raise awareness about the danger an unbuckled passenger poses to others. The ad ran on television during Super Bowl XLVIII, and was met with some controversy. Initial social media responses indicated that some viewers were appalled by the hard-hitting commercial, especially with families and young children watching.
After the first 24 hours, the tone on social media had shifted as the majority recognized the ad was meant to spark awareness and conversation. Car crash victims and family members spoke out, applauding Zero Fatalities for talking about seat belt safety.
The campaign was successful because it got people talking, regardless of what side of the argument they were on.
- “Twist” reached nearly half a million Utahns aged 18 to 49 who were watching the Super Bowl
- Posts about “Twist” on just the Zero Fatalities Facebook page reached 148,032 people and featured 389 likes, 198 shares, 146 total comments
- Within 24 hours after the ad aired, there were 1,385 positive comments and only 325 negative comments on all of the local media’s Facebook feeds (81 percent favorable, 19 percent negative)
- In a survey conducted three months following the Super Bowl, 72 percent of all respondents said they were influenced by “Twist” to always wear a seat belt
Show your support for seat belts and the Zero Fatalities educational ad by voting at http://conference.governmentsocialmedia.com/golden-post-awards/voting/. The deadline to vote is Friday, March 6 (by midnight PST) and finalists will be named March 12. Winners will be announced on April 30 at #GSMCON.
Be sure to check out all 9 categories, as there are other Utah government accounts competing as well!