Rebranding CIIM (Coalition for Ignition Interlock Manufacturers) to SAFE (Safety and Advocacy for Empowerment).
Since 2006, ignition interlocks have stopped 35 million attempts to drink and drive. The lifesaving devices are 74% more effective than license suspension, leading to a 36% drop in recidivism. The low cost and minimal intrusion make ignition interlocks even more compelling.
So what’s the problem?
CIIM (the Coalition for Ignition Interlock Manufacturers) has been the leading voice of the ignition interlock industry for years. Voices from Smart Start, Inc. and Intoxalock joined forces to form the coalition, contribute to critical, life-changing legislation, and pave paths for safer roads. After years of driving change on the road and in the House, CIIM invited Actual Size to carpool.
We were more than happy to play navigator.
Behind the Wheel
Brandy Nannini Chief Government Affairs Officer of Smart Start, Inc., came to Actual Size in November 2023 looking for a new direction. Upcoming state and federal legislation around ignition interlocks - Noah’s Law and Congressman Chris Pappas (NH-01) and Congressman Tracey Mann’s (KS-01) recent bipartisan End DWI Act - prompted CIIM to reassess the coalition’s communication. Their goal was to increase interest among legislators.
(Before We) Hit the Road
CIIM had a well-established standing in the industry, but social and political shifts inspired them to make a more compassionate appeal. To begin rebranding, Actual Size worked with CIIM to develop a list of characteristics encompassing their new voice and tone.
- Life-saving
- Mission-focused
- Advocacy
- Cost effective
- Safety
- Rehabilitative
- Empowering
This list was cultivated through in-depth keyword research, competitor analysis, and persona development. Meet the team of (fictional) supporters:
- Susan - Female, 55-years-old. Susan lost a family member in a DUI crash. She is passionate about fighting for legislation that decreases DUI offenses, punishes offenders, and increases road safety. She also supports legislation that offers innovative ways to decrease recidivism.
- Charles - Male, 30-years-old. Charles represents a diverse constituency that is in a large, vibrant city center. First and foremost, he wants to ensure that the people of his community are safe, but he also wants to ensure they have every opportunity to rehabilitate at home.
- Pete - Male, 43-years-old. Pete comes from the west coast. He has a tech-savvy engineering background within the automotive industry. He is passionate about opportunities for technology to become an agency for change and betterment. Pete believes that the key to technology acceptance is understanding.
Persona development is a critical component of any rebrand. It helps us tap into user behavior, to anticipate their wants, and to address their needs. This is especially important from a strategic design and communications standpoint.
Once we had the characters and characteristics down, it was time to put things in gear - it was time to rename.
We’ve Got the Green Light
On a spectrum of “specific and literal” to “abstract and inspirational” our goal tone fell somewhere in the middle. Leveraging the coalition’s existing reputation removed roadblocks regarding technology and infrastructure, leaving room for a human approach - something that felt safe and secure, but also inspiring and engaging.
SAFE (Safety and Advocacy for Empowerment) is person-led and mission-driven.
Speaking of - check out their new mission statement!
"Our mission is to empower individuals to make responsible decisions and prioritize the lives of all road users. As the voice of the industry, we drive change by advocating and educating on the importance of this lifesaving technology. Working together can prevent tragedies and encourage a responsible life after DUI."
SAFE is committed to promoting safety and rehabilitation through the use of ignition interlocks.
SAFE helps people understand the problem, and provides a cost-effective solution.
SAFE shows what effective laws look like and explains state-by-state policies.
SAFE also has a cool new website and social media handles.
Merge Ahead
Actual Size’s Creative Director, Joe Shumbat, led SAFE’s rebrand, injecting energy and movement through a dynamic new color palette and visuals inspired by roadways and traffic patterns.
"For offenders, this is about life after DUI. For the general public, this is about being able to live a safer life thanks to SAFE’s technology."
The website provides a mix of hard facts, impactful statistics, and compelling visuals, highlighting the diverse population that benefits from ignition interlocks. Arrows underscore the importance of growth and empowerment and give a more literal nod to the concept of “moving forward”.
Put It in Gear
Our team of creative web developers took SAFE’s revamped voice and aesthetic and transformed the mission, vision, and visuals into something that moved - physically and emotionally.
The homepage moves with users, giving them support without taking their autonomy away - another critical component of SAFE’s objectives. User experience was their driving force as the team deployed advanced technical execution, creating an interactive map that highlights priority policies by state.
Legislators are guided by what effective laws look like and given easy access to upcoming events, research updates, and general FAQs.
Pave the Way
But we couldn’t stop there. Our team of Actual Sizers knows all about impact - and sometimes the biggest change comes from the smallest move.
Or, in this case, a (really) well-written, (incredibly) designed LinkedIn post.
A social media launch package set the coalition up for success as they announced the shift from CIIM to SAFE. Within one week, they had a loyal band of followers, engaged in the fight to end drunk driving.
On the Fast (Responsible) Track
Ignition interlocks increase public safety while still caring for the dignity of the offender. SAFE’s message has always been strong - driving change to save lives and encourage responsible decision-making. This rebrand highlighted their best qualities and strategically positioned them to reach their target audience.
Let’s celebrate the rebrand by prioritizing responsibility, promoting safety, and taking the pledge to advocate and educate.
