HCN works with the National Highway Traffic Safety Administration (NHTSA) on their national Click It or Ticket and Impaired Driving Spanish-language media campaigns. Each year, HCN designs and executes a culturally and linguistically relevant communications strategy to assist national law enforcement and highway patrol officers in reducing road injuries and fatalities among US Hispanic men ages 18-34, and deliver a high value return on allocated Federal funds.
At the core of each NHTSA campaign is HCN’s radio network. HCN produces an original series of radio segments each year using creative “edu-tainment” approaches to feature the client’s talking points in ways that resonate with target male audiences. In addition to the core radio campaigns, NHTSA also contracts HCN to develop a range of multiplatform solutions: Spanish-language telenovela storyline integration, earned coverage on TV morning talk shows, audio-branding on prepaid phone cards, and digital media on websites popular with target audiences.
HCN has recruited a number of celebrities to serve as spokespersons: Calle 13, Don Omar, Orfanato, Dylan y Lenny, Intocable and Patricia Manterola are a few. Our teams negotiate with celebrities and their agents for the license rights to use celebrities’ images for online banner ads and wallpaper downloads, and to create original songs about drunk driving and seatbelt safety for ringtone downloads for users around the country who opt-in to the campaign.