• by Tanya Gazdik , August 10, 2009

American Family Insurance has launched a marketing campaign showcasing its "Teen Safe Driver" program.

The campaign, which is running in the 19 states and 70-plus markets the insurance company services, is themed "The Family You Choose." It was created by Element 79 Chicago. A 30-second TV spot, which broke Aug. 10, shows a car full of teens hoisted safely aloft by caring friends and family, symbolizing the company's commitment to work with parents to keep teen drivers safe.

The spot shows the company's commitment to offering innovative technology, such as an in-vehicle video and audio unit that captures risky teen driving behaviors, said Lisa Bacus, vice president of marketing for the Madison, Wis.-based mutual property/casualty insurance company. "Auto insurance is so much more than coverage of the physical car itself; it's about proactively protecting the safety of the families and friends inside and the futures represented in their children," Bacus said in a statement.

American Family, in association with DriveCam Inc., provides the in-vehicle video and audio unit. Parents log in to a Web site, www. teensafedriver.com to view the driving report card, video events and coaching tips, including objective, third-party assessment of the teen driver's driving performance compared with other teens.

The campaign also includes print, radio and digital efforts. It is scheduled to run though Oct. 24, which includes National Teen Driver Safety Week, which is Oct. 18-24.

The 30-second commercial, "Human Wheels," shows a teen driver in a variety of situations such as driving with friends on a rainy night with limited visibility coupled with distractions within the car, cruising down a winding country road on a date, and sudden stopping before a train races across the tracks. When a car suddenly pulls into the teen driver's path on a busy city street, family and friends take the place of the wheels and pass the car safely overhead to avoid a collision.

The voiceover touts the "Teen Safe Driver" program. Teens who participate average a 70% decrease in high-risk driving events, according to the voiceover.

More than 6,000 families have participated in the voluntary program. Within the first six weeks of the program, driver and passenger seat belt use improved from 35% to 100%. Working collaboratively with their parents, teens make smarter driving decisions within weeks and after just four months in the program, parents say they feel significantly more confident when handing over the car keys.