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
CLIENT
California Highway Patrol
SERVICES
Digital Marketing and Advertising, Public Relations
“JP Marketing’s (now HYPHEN) partnership with the California Highway Patrol proved instrumental in our mission to curb street racing and sideshows. Their tailored strategies demonstrated a deep understanding of our enforcement goals, resulting in an impactful campaign that resonated with the State of California and our local communities.”
Jose Alatorre, Lieutenant
CHP Academy, Tactical Training Program
