A Calgary-based brokerage is turning to social media to tap into one of the hardest-to-reach consumer markets – teenagers. InsureMy Ltd. has launched its #DrivetoThrive campaign in efforts to spread awareness about impaired driving as graduation season approaches.

The campaign will heavily utilize Twitter, directing teens to a dedicated landing page where they can pledge to seek out safe alternative methods of transit. As 16 – 25-year-olds are the most likely age group to die in vehicle accidents, with alcohol and drugs a factor 55% of the time, it’s a timely message for a key demographic.

“The drivetothrive.ca website not only invites teens to take the pledge, but also provides a robust resource section for schools and other organizations to get on board,” states InsureMy in a release. “…road safety is everyone's responsibility and they are challenging other organizations and community groups to use their voice and media platforms to grow #DriveToThrive awareness.”

Savvy marketing moves such as social media campaigns are a crucial way for insurers to reach the evasive millennial market and drum up future business. According to consulting firm Capegemini, one third of insurance business will be generated by digital channels over the next five years, underscoring the importance for insurers to understand and implement solid social strategies.

Talkwalker, a social data intelligence company that does real-time social media monitoring and analytics, released a case study on the social footprint of insurance companies which reports Metlife, Aviva, Manulife, AIG and Allianz top the list for greatest social presence. It found insurers prefer to tweet, rather than give the thumbs up – the analytics firm found 67.5% of insurers’ social interaction takes place on Twitter, with only 8.9% of mentions occurring on Facebook.