#REDTHUMB is Nissan's first-ever safety initiative and a simple solution to distracted driving. We asked drivers to make their texting thumbs red, as a reminder to put their phones down while behind the wheel.
Proactively suggested to Nissan as a partnership with founder Steve Babcock, the program launched with a PSA on the finale of The Voice, followed by a website, TV commercial, spots on The Today Show, actions with dealerships, influencers and social media.
The campaign earned 11.1M impressions on social media. The PSA video alone has over 9M views.
* The Today Show's Al Roker interviews Steve Babcock, Nissan partner and founder of #REDTHUMB.