2003 Communications and Education Program Overview Public Relations and Marketing March 19, 2003 TASK FORCE PEDESTRIAN SAFETY

Key Findings - Steering Committee Communicate and educate motor vehicle drivers –Existing drivers, new drivers and parents –Educate drivers about new safety infrastructure –Educate law enforcement personnel to better enforce pedestrian rights PEDESTRIAN SAFETY TASK FORCE

PEDESTRIAN SAFETY TASK FORCE Key Findings - Steering Committee Communicate and educate children Promote the benefits of and encourage walking and bicycling Educate policy-makers Seek a more effective approach to media attention Be consistent and ongoing –Strong need for centralized resource database

Campaign Overview Objective: To educate motorists – New motorists & existing motorists Key Message: Motorists need to be aware of pedestrians and exercise simple steps to insure pedestrian safety - e.g. slow down. PEDESTRIAN SAFETY TASK FORCE

Campaign Overview STRATEGIES I. Media Campaign II. Education/Corporate Campaigns III. Grass-Roots Campaign IV. Geographical Focus: Los Angeles, San Diego, Sacramento, San Francisco V. Create a Pedestrian Safety database VI.Establish an awards program to recognize outstanding pedestrian safety activities throughout the state PEDESTRIAN SAFETY TASK FORCE

Database Development OBJECTIVE To create a database that provides a centralized resource for pedestrian and bicycle safety information and activities For Discussion –Potential users –How/where to house/maintain database over time –Data points to capture PEDESTRIAN SAFETY TASK FORCE

Awards Development OBJECTIVE To create an awards program to recognize outstanding pedestrian safety activities throughout the state For Discussion Suggested timetable Nominations solicited via mailing to advocacy/related orgs May 1 st Nominations process ends June 15 th Nominations posted on website July 1 st, voting takes place through August 31 st Awards presented at Pedestrian Safety Task Force event in September PEDESTRIAN SAFETY TASK FORCE

Awards Development For Discussion Awards Categories Engineering Enforcement Education Legislation Press Other PEDESTRIAN SAFETY TASK FORCE

Distribution: Media & Events I.Media Campaign A. Metro Traffic/Radio Schedules - provides broad reach to drivers - presence in four key markets - cost-efficient, heavy frequency, specific targets, less “clutter” - offers numerous potential leverage opportunities - English and Spanish versions B.Publicity Events C.Press and Public Relations PEDESTRIAN SAFETY TASK FORCE

Distribution: Education II.Education/Corporate Campaign A. Newspapers in Education B. Safe Moves PEDESTRIAN SAFETY TASK FORCE

Distribution Grassroots Campaign III.Grass Roots A. Ticket Stuffers - Concert Promotion Companies - Sports Teams (possibly through CHP) B. Paycheck Stuffers - Largest area employers in each market - Government employees (Sacramento) C. Rack Cards/Fliers/Posters - DMV - AAA - Other organizations PEDESTRIAN SAFETY TASK FORCE

Distribution Grassroots Campaign III.Grass Roots D. Bookmarks - Libraries (American Library Association), book stores, events E. Possible “Three Steps” CD/CD Cover - For giveaways at concerts and sports events - Would include music cuts interspersed with safety messages F. Web Presence - Special web pages developed to target both young audiences and seniors - Could be developed as part of the database project PEDESTRIAN SAFETY TASK FORCE

Objective: To educate motorists - new motorists & existing motorists Key message: Motorists need to be aware of pedestrians and exercise simple steps to insure pedestrian safety - e.g. slow down PEDESTRIAN SAFETY TASK FORCE Message Overview

Objective: To educate motorists Key Message: –Be aware of pedestrians –Exercise simple steps Look for pedestrians, then look again. Slow down and prepare to stop. Stay alert and focused. PEDESTRIAN SAFETY TASK FORCE Message Overview

Message Criteria Reason Why: Every seven minutes a pedestrian is killed or injured in a traffic accident. PEDESTRIAN SAFETY TASK FORCE

PEDESTRIAN SAFETY TASK FORCE Recommended Message Three Steps Can Save Lives Every seven minutes a pedestrian is killed or injured in a traffic accident. And too often, the victims are children and seniors. But three steps everyday can save lives: Look for pedestrians, then look again. Slow down and prepare to stop. Stay alert and focused.