E-scooter safety campaign: The Fastest Way to the Hospital

How do you reach young riders who think “it won’t happen to me”? The State Police took a bold turn, using humor, social media storytelling, and real-life testimonies to make safety messages impossible to ignore. The campaign mixed edgy humor with powerful stories from doctors and crash victims, turning e-scooter safety into a nationwide conversation. 

Over two months, the campaign took over social media, news outlets, and city spaces – meeting riders exactly where they are: on Instagram, TikTok, and the streets. 

Results: 17% fewer accidents, 57% fewer substance-related crashes, and 27% fewer severe injuries. More than 130 media stories and 5M+ people reached – with zero paid media.