1 Submitted by: Maryland State Highway Administration TransComm 2015 Awards Competition 1A: Excel with Consultant.

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Presentation transcript:

1 Submitted by: Maryland State Highway Administration TransComm 2015 Awards Competition 1A: Excel with Consultant

2 The Walk Smart! Ocean City Effort – A successful family friendly beach-themed public education campaign focusing on pedestrian safety, as well as bicycle and driver safety. Successfully reduced pedestrian-related crashes on State roads, and fatalities on Coastal Highway by 100%; surveys indicated that nearly 70% of those surveyed were familiar with the Walk Smart! message and crab creative. Conservative estimates of easily over 15 million impressions. Ocean City businesses, restaurants, bars, condominiums, churches and religious institutions readily adopted the creative samples and shared them with their patrons/ members! Positive press by both local and regional media on success of Walk Smart!

CREATIVE

Tailored creative to audience; events

Television/ Radio PSAs 5 Surfing Coastal Highway Radio Script :30 sec SFX: SURF MUSIC [NARRATOR –]….. SURFING COASTAL HIGHWAY THIS SUMMER? REACH THE BEACH SAFELY BY WALKING SMART – ESPECIALLY ON COAST AL HIGHWAY – IT’S A MAJOR ROAD, AND NEEDS TO BE TAKEN SERIOUSLY. USE MARKED CROSSWALKS. FOLLOW SIGNALS AND STAY ON THE SIDE WALK. PAY ATTENTION – IT’S THAT EASY……

6 GRASSROOTS OUTREACH CREATIVE Reaching hotels, restaurant /bar owners, etc. – Cross Coastal Highway Safely / Use Crosswalks – T-shirt messaging for bar/ night club staff – Displays/ posters for hotels/ window clings/ refrigerator magnets for condos – Bar coasters/restroom ads/floor graphics

Graduates 7 Bar/Restaurant Outreach

Outdoor Media 8 Bus wraps and transit ads Above: Messages on boat Below: Plane Banners Billboards positioned on the way to Ocean City

9 Press Conferences/ Street Teams in Action 9

Social Media 10 Campaign materials were featured on Facebook, Instagram, Twitter, Pinterest, Flickr, SoundCloud, Flipagram and Vine! They reached tens of thousands of customers. The messages were well received and earned solid engagement rates.