THE CAMPAIGN: The National Highway Traffic Safety Administration’s Click It or Ticket campaign focuses on educating drivers and passengers on the importance of buckling up and always wearing a seat belt. Nearly 10% of Americans are still not buckling up when they get in their vehicle, with 18- to 34-year-old men as the most likely to not wear their seat belt and to die in an unbelted crash. High-visibility enforcement combined with high doses of media messaging has demonstrated positive behavioral change. The campaign includes national television, radio, digital, social and out-of-home tactics to deliver the message that if you do not wear a seat belt, you are putting your life at risk, and your actions can negatively impact your loved ones. Law enforcement is actively working to prevent this and save lives. THE STRATEGY: Research conducted by NHTSA shows that the target audience (18- to 34-year-old men) consider emotional impact of an unbelted crash, injury or death on other people to be more significant than law enforcement consequences (ticketing). Creatively, we wanted to emphasize these emotional consequences of not buckling up by demonstrating that your behavior/actions affect not only your well-being, but also the emotions and well-being of others. We do this by depicting a serious tone and using a realistic/everyday situation approach that resonated most with the target audience. THE PRODUCTION: Working with Elle Ginter (director) and Sanctuary (production company), we let viewers walk in the shoes of our characters—to feel what our characters feel and at times take on the perspective of our characters. Producing “Knock at the Door” relied heavily on a strong cast performance to ensure message delivery was believable. We consulted with real-life law enforcement about their experience in delivering death notifications to families, balancing nuanced details with empathy for the mother. The resulting spot honors the police officer who carries the burden of breaking the tragic news to the mother, and honors the mother in representing countless parents out there who have been on the receiving end of losing a child because they did not wear a seat belt.