The challenge was simple: create a relationship with the consumer. The approach was anything but (in a good way). GCW created the ”Count on Shell” Driving Safety Information campaign to educate consumers through a series of five road safety booklets distributed in succession every four months and available at Shell stations across 39 states. The booklets were created in partnership with several national organizations, including the American Red Cross, the Federal Highway Administration, the National Institute for Automotive Service Excellence, National Safety Council, the American Trauma Society and the National Crime Prevention Council. TV advertising, print campaigns and inserts in national publications were used to coincide with the launch of each new booklet. The U.S. Coast Guard, Tennessee Department of Motor Vehicles, New Jersey Department of Traffic and Highway Safety, Illinois State Police and the New York State Department of Transportation are a few of the organizations that solicited Shell to use the booklets in their safety programs.