Creating a Community-focused Campaign That Aligns Brand Values While Keeping Teens Safe on the Road

Sam & Ash Injury Law has served Southern Nevada for five years, representing thousands of clients as a leading personal injury law firm. While the firm had supported select charitable and community initiatives, MassMedia’s corporate public relations team developed a ground-up campaign designed to create meaningful community impact while reinforcing Sam & Ash’s brand values. 

Our goal

The goal was to align the Sam & Ash Injury Law brand with teen road safety by raising awareness around the disproportionate risks teen drivers face, including higher crash rates, distracted driving, and preventable collisions, while encouraging safer behaviors behind the wheel.

Strategy

MassMedia developed an overarching campaign called Prevent the Crash with Sam & Ash, launching with the Sam & Ash Safe Teen Driving Essay Contest. Students ages 16-22 years old, and enrolled in Nevada high schools, trade schools, colleges or universities, were invited to reflect on the topic “What Safe Driving Means to Me” and submit an essay for a chance to win prizes including cash scholarships, a laptop computer, and the grand prize – a brand new Volkswagen Jetta.

To strengthen credibility and expand reach, MassMedia secured mission-aligned partners, including the State of Nevada, Office of Traffic Safety’s Zero Fatalities and Zero Teen Fatalities programs, as well as Clark County School District’s ‘Safe Routes to School’ initiative, among others.

MassMedia executed a multi-tiered promotional strategy to drive participation, incorporating social media incentives and educator-focused outreach to encourage classroom involvement.

An aggressive earned media campaign supported the effort from launch through completion, beginning with a press event announcing the contest and continuing with television interviews featuring Sam & Ash. The campaign concluded with an on-site school event where the grand prize was awarded in front of students and faculty. The feel-good nature of the contest, paired with authentic road safety messaging from a local injury law firm, resulted in substantial earned media coverage. 

The result

Following two iterations of the Sam & Ash Safe Teen Driving Campaign in 2024 and 2025:

Nearly 1,000

student essays and sage-driving pledges were submitted statewide

More than 50

earned media placements across broadcast, print, and digital outlets.

PR Value

$675,637.76

Reach

68,694,339

Testimonials

I’ve had the pleasure of working with MassMedia for more than 10 years and they have helped us in so many ways, strategically and executing on multiple campaigns. Every meeting I have with them is exhilarating because they have so many creative ideas for how we can connect with the communities and customers we serve. It’s something that has impressed me for years.

I have been working with the MassMedia team for more than seven years. They are highly engaged, proactive and truly care about offering marketing strategies that address what we’re facing both as an organization and within the healthcare industry. The team is creative, attentive and truly a pleasure to work with.

I have had the pleasure of working with the MassMedia team for more than 6 years. From the very start, they showed a profound understanding of our services and a commitment to delivering quality work. In a world where marketing agencies often over promise and under deliver, MassMedia truly stands out. They don't just bring innovative marketing business solutions, they build metrics and tracking to ensure the campaigns yield results.

When I started my search for a new advertising agency in 2020, I wanted a firm who not only understood my vision but one that would execute that vision as a true partner. MassMedia has exceeded my expectations in both areas. They are a group of talented individuals with an unmatched ability to create impactful marketing strategies that work cohesively to drive our business forward.

When we were looking for a new PR partner, we sought to align our marketing team with a company that really would “get us.” From the start of our collaboration with the MassMedia team, it was evident that they are not your average PR professionals. Beyond professional achievements, the MassMedia team is a pleasure to work with – simply put, they get us. We are excited to continue our partnership with them for many years to come.

In our collaboration, MassMedia has consistently exceeded our expectations, bringing an unmatched expertise in public relations, marketing, community integration, advertising, and design. Their innovative approach has not only rejuvenated our brand presence, but also seamlessly integrated our business into the construction and design community, bolstering and creating invaluable relationships and avenues for growth and enhancing our customer base.

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