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IDOT Blog – Thursday, November 21, 2024
"It's Not a Game" Teams up with College Athletes to Boost Safety Message
IDOT is setting a new benchmark in traffic safety awareness with the “It’s Not a Game” campaign, leveraging the influence of college athletes to spread critical safety messages. The initiative was brought to life through a partnership with 35 student athletes from state universities, including the University of Illinois, Northern Illinois University, Northwestern, DePaul University and Southern Illinois University, in an innovative response to the challenges of reaching younger audiences, particularly those aged 18-34, who are often less receptive to traditional tactics.
The partnerships with IDOT are made possible by recent changes in collegiate athletics allowing athletes to use their name, image and likeness (informally known as NIL) for marketing and promotional endeavors, including autograph signings, product endorsements, social media posts and more. With the new rules in place, many athletes have created their own brands, connecting directly with an audience of their peers and followers. Studies have shown college athletes outperform engagement rate benchmarks by up to two times on Instagram, five times on TikTok and 12 times on X.
One example of these efforts includes University of Illinois Urbana-Champaign athletes Kayla Burbage, who produced a St. Patrick’s Day safety video. Her video not only garnered substantial attention on social media, but also inspired further sharing by fan and meme accounts, demonstrating the effectiveness of peer-to-peer communication in spreading safety messages.
“It’s Not a Game” addresses issues such as impaired driving and pedestrian safety, topics that hold significant relevance on college campuses. By acknowledging the social aspects often associated with college life, particularly around sporting events, the campaign hits home with young adults and encourages positive behavior.
“It was an easy decision to participate in this campaign because it is for an important cause,” said Northwestern quarterback Jack Lausch. “I am fortunate and happy to be able to use my platform to promote safety and well-being for everyone.”
“The campaign allows student athletes to work outside of athletics, making society a much better and safer place,” added UIUC track and field athlete Tori Thomas.
A collaboration between the Office of Communications and the Bureau of Safety Programs and Engineering, “It’s Not a Game” is made possible by federal traffic safety funds administered by IDOT. With the approach using college athletes, IDOT is not just addressing safety – it’s also reshaping how governmental agencies can effectively communicate with youth about critical issues.
