In 2018, insurance brand Travelers and TBWA/Chiat/Day New York debuted the heartbreaking “Unfinished Stories” campaign, which imagined how the lives of promising young individuals would have turned out—had they not been killed in distracted driving accidents. The stories originally played out in the form of animated tales, but now, the campaign expands into a new format—a comic book.
In time for New York Comic Con, the campaign continues with “Zaadii—The Legend of Z-Hawk.” The comic book imagines the would-be story of Zaadii Tso, a three-year-old boy of Navajo descent who was killed by a distracted driver in 2015.
From very early on, Zaadii had a love for superheroes and was concerned about protecting the environment. Created with veteran comic book writer Gail Simone ("Birds of Prey"), Native American artist Jeffrey Veregge and comic book artist Jim Calafiore, the colorful story depicts an adult Zaadii who leads the dual life of environmental activist-attorney by day and masked hero Z-Hawk by night.
The comic book debuted during New York Comic Con’s virtual event this year and in time for Distracted Driving Awareness Month. Viewers can also see the comic book in its entirety on the Travelers website.
Writer Simone also teased the title on social media today.
According to the National Safety Council, roadway dangers have risen this year, with an estimated 20% jump in the road accident death rate between January and June of 2020 compared to the same period in 2019. The increase has occurred despite the fact that there has been a 17% drop in miles driven compared to last year. Moreover, the 20% increase is the highest leap the NSC has seen for the same six-month term since 1999.
The campaign is running from Oct. 8 across PR, social and digital paid media placement.