1. Vision Zero Outreach Strategy

2. VZ Communications Strategy ALLOWS ALL AGENCIES: Integration Efficiency Clarity of message, “one voice”

3. The problem is established with New Yorkers based on statistics and evidence Outreach is targeted to the leading group causing injury and fatality Combined with engineering and enforcement, the Vision Zero brand is reinforced in many locations NYC Vision Zero messaging is most effective when:

4. NYPD/DOT Street Team working in high crash neighborhoods interacting with 440,000 people. Outreach education in 620 schools, 95 Senior Centers and community groups. TLC holds 100+ events for drivers, creates “Buckle Up” and “Drive Like Your Family Lives Here” videos. Vision Zero Year One Efforts

5. Awareness Campaign DOT lead Vision Zero campaigns distributed via radio, video, print, online and special events. Drivers are targeted. Dangerous behaviors are established and explained.

6. Campaigns also announce legislative changes: 25MPH announcement including coordinated one-day flyer distribution, radio, print and agency collateral. Vision Zero hand-to-hand 1 million impressions. 600 million-plus paid media impressions.

7. All communication must be data driven: Aimed at our target audience Males: Age 18–39 as focus group tested Parents and aging New Yorkers Large vehicle and motorcycle drivers NYC VZ Year Two Plan

8. Targeted at most hazardous driving behaviors: Speeding Failure to yield Distracted driving NYC VZ Year Two Plan

9. Targeted at most crash prone locations Individual to each borough and neighborhood Using out-of-home assets NYC VZ Year Two Plan

10. Targeted according to the timing of outreach based on crashes: September back to school Change of the clocks in November Holiday season March events, Pre- and Post- Memorial Day In conjunction with NYPD enforcement VZ Year Two Plan

11. https://www.youtube.com/watch?v=0oP1UiGYG9 Q&list=PL48fn16R8Rdwvj9nWBjHSD1HkEepi- rfR&index=3

12. Increase in Vision Zero brand recognition Indications of attitude/culture change Indications of reported behavior change Evaluation

13. Creative development must begin in July in order to place marketing for back-to-school Must secure placement for September, November, December Timing of Funding