The California Highway Patrol (CHP) was on a mission to combat the rise in illegal street racing and sideshows, particularly ahead of the newest release of the Fast and Furious franchise’s film.

Our team stepped in to create a marketing campaign to increase public awareness of the dangers of these illicit activities while simultaneously working to decrease fatalities and injuries from speed-related incidents.

The strategy involved timing the campaign around the premiere, crafting impactful messaging such as “Thrills That Kill” and “A Threat Not a Thrill,” and leveraging media partnerships for maximum reach. With over 115.5 million impressions achieved and a 45% reduction in street racing and sideshow incidents, the campaign surpassed expectations.

THRILLS THAT KILL

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California Highway Patrol

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Digital Marketing and Advertising, Public Relations

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