We saw how to make safety
feel cool to teen drivers.
  • Challenge: The number one killer of teens is car accidents. Their brains, literally, aren't wired correctly at this age to drive carefully.
  • Strategy: Use humor and create an original cartoon character (a bobble head-less doll)
    to make teens take driving more seriously.
  • Big Idea: Driving while texting, talking, listening to loud music or combing your hair is
    just Mind-less.
  • Result: This important New Jersey campaign has now garnered governmental attention and is being implemented all across the country.