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Watch The Road OPERATION TRAFFIX A traffic safety education campaign A campaign to save lives, reduce injuries, and decrease congestion Watch the Road An education and awareness campaign Los Angeles County, California

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watch the road

Watch The Road

OPERATION TRAFFIX

A traffic safety education campaign

A campaign to save lives, reduce injuries, and decrease congestion

watch the road2
Watch the Road

An education and awareness campaign Los Angeles County, California

  • Designed to reduce the bad behaviors of roadway users (drivers, bicyclists and pedestrians)
  • Goal of reducing crashes, fatalities, injuries and congestion
in los angeles county over 5 year period
In Los Angeles county, over 5-year period
  • Traffic Fatalities 3,550
  • Traffic Injuries 450,000
  • Total Crashes 1,000,000
building the organizational foundation
Building the organizational foundation

OPERATION TRAFFIX – a coalition of public and private agencies committed to improving traffic safety and increasing mobility in Southern California

campaign strategies
Campaign strategies
  • Make campaign brand synonymous with good road-user behavior
  • Create and leverage broad community support for campaign
  • Optimize effect of campaign messages
  • Sustain campaign for at least 18 months
  • Manage campaign to achieve desired results
the big bad ten bad roadway user behaviors
The Big Bad TenBad Roadway User Behaviors
  • Driving too fast (speeding)
  • Aggressive driving
  • Inattentive driving (e.g., cell phone)
  • Driving/ cycling/ running through red traffic lights
  • Driving under the influence (DUI)
  • Not yielding to pedestrians
  • Walking without looking
  • Walking outside crosswalk
  • Bicycling against traffic
  • Not buckling up!
campaign goals
Campaign Goals
  • Raise awareness about bad roadway behaviors.
  • Change behaviors.
  • Reduce traffic crashes, injuries and deaths and reduce traffic congestion.
target audiences
Target Audiences
  • Drivers, pedestrians and bicyclists in Los Angeles County
    • 50% 18 – 24-year-old adults
    • 30% 55+ males and females
    • 20% everyone else
campaign implementation
Campaign Implementation
  • Campaigns within a campaign
    • General traffic safety messages
    • Aggressive driving behaviors
    • Inattention
    • Drunk/Drugged driving
    • Pedestrian bad behaviors
    • Bicycling bad behaviors
    • Buckle up!
campaign duration
Campaign duration

May 2004 - December 2005

coordinate with national campaigns partial list
Coordinate with National Campaigns (partial list)
  • National Transportation Safety Month – May
    • Buckle up campaign
    • Address aggressive driving
  • National Stop on Red Light Month - September
  • National Drunk/Drugged Driving Month - December
campaign implementation14
Campaign Implementation
  • Advertising
      • Radio
      • Outdoor print
      • TV public service announcements
      • Signage
  • Community Relations
      • Presentations
      • Special events
  • Media Relations
      • Press conferences and events
  • Evaluation Program
radio advertising
Radio Advertising
  • Centerpiece of ad campaign
    • Five stations –
      • 18-24-year-old audience
    • One Spanish station
    • 29 Metro Traffic Reports stations
      • Beyond 18-24-year-old audience
    • One NPR affiliate
      • Reaching Southern California key opinion leaders
bilingual campaign messages
Bilingual campaign messages
  • Warning: Slow Down, your family is waiting for you. Watch the road.
  • Aviso: Reduzca la velocidad, recuerde que alguien lo espera. Atención a la carretera.
radio commercials
Radio commercials
  • Touch the speaker icon at left to hear a 30-second commercial (English)
  • Touch the speaker icon at left to hear a 30-second commercial (Spanish)
  • “Live read” traffic report sponsorship – KABC
  • “Live read” traffic report sponsorship - KRTH
community relations presentations
Community Relations - Presentations
  • Over 60 presentations to community groups, schools, colleges, churches, elected bodies, community safety events, technical forums, etc. reaching tens of thousands
media relations
Media Relations
  • Press events
    • Kick off event – May 2004
    • Unveiling of Hollywood/Highland zipper sign – July 2004
evaluation program
Evaluation Program
  • Measure campaign awareness
    • Public awareness
    • Understanding of campaign
    • Favorable opinion of campaign
  • Behavior Modification
    • Identified by users
    • Observed change
  • Reduction in crashes
evaluation studies
Evaluation Studies
  • Speeding
  • Tailgating
  • Vehicle Run Red
  • Wrong Way Bicycles
  • Stopping

(Signals & Stop Signs)

  • Yielding to Pedestrians
  • Safe Pedestrian Crossing
the desired results
The desired results
  • Favorable view of campaign
  • Change in behaviors
  • Reduction in crashes
measuring results
Measuring results
  • Surveying public opinion
    • Telephone polls
  • Field data
  • Crash statistics
potential benefits during 5 year period
Potential benefitsduring 5-year period
  • 350 lives saved
  • 45,000 fewer injuries
  • 100,000 crashes avoided
  • Millions of hours of delay eliminated
steering committee
Steering Committee
  • Automobile Club of Southern California
  • California Department of Transportation
  • California Highway Patrol
  • City of Los Angeles Department of Transportation
  • County of Los Angeles Department of Public Works
  • Greater Los Angeles New Car Dealers Association
  • Los Angeles County Metropolitan Transportation Authority
  • Southern California Association of Governments
expanding the collaborative
Expanding the collaborative
  • Public sector (State, County & City)
  • Private sector (Health, Transportation)
  • Non-profits (CCF, MADD)
  • Community based
partner campaigns
Partner Campaigns
  • 30+ Municipalities in Los Angeles County
  • Private Sector
  • Non-English Speaking communities
get the message out
Get the message out

Program Manager

(866) 580-5280