Watch The Road

1. Watch The Road OPERATION TRAFFIX A traffic safety education campaign A campaign to save lives, reduce injuries, and decrease congestion

2. 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

3. In Los Angeles county, over 5-year period • Traffic Fatalities 3,550 • Traffic Injuries 450,000 • Total Crashes 1,000,000

4. Building the organizational foundation OPERATION TRAFFIX – a coalition of public and private agencies committed to improving traffic safety and increasing mobility in Southern California

5. 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

6. The Big Bad Ten

7. 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!

8. Campaign Goals • Raise awareness about bad roadway behaviors. • Change behaviors. • Reduce traffic crashes, injuries and deaths and reduce traffic congestion.

9. Target Audiences • Drivers, pedestrians and bicyclists in Los Angeles County • 50% 18 – 24-year-old adults • 30% 55+ males and females • 20% everyone else

10. 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!

11. Building brand recognition

12. Campaign duration May 2004 - December 2005

13. 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

14. Campaign Implementation • Advertising • Radio • Outdoor print • TV public service announcements • Signage • Community Relations • Presentations • Special events • Media Relations • Press conferences and events • Evaluation Program

15. 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

16. 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.

17. Sample of outdoor advertising – bus shelters

18. Sample of outdoor advertising – bus ads

19. Sample of outdoor advertising – street banners

20. Changeable Message Signs (CMS)

21. Sample of outdoor advertising – bumper stickers

22. Thirty-second TV commercial

23. 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

24. Collateral Materials

25. Collateral Materials

26. Community Relations - Presentations • Over 60 presentations to community groups, schools, colleges, churches, elected bodies, community safety events, technical forums, etc. reaching tens of thousands

27. Media Relations • Press events • Kick off event – May 2004 • Unveiling of Hollywood/Highland zipper sign – July 2004

28. Evaluation Program • Measure campaign awareness • Public awareness • Understanding of campaign • Favorable opinion of campaign • Behavior Modification • Identified by users • Observed change • Reduction in crashes

29. Evaluation Studies • Speeding • Tailgating • Vehicle Run Red • Wrong Way Bicycles • Stopping (Signals & Stop Signs) • Yielding to Pedestrians • Safe Pedestrian Crossing

30. The desired results • Favorable view of campaign • Change in behaviors • Reduction in crashes

31. Measuring results • Surveying public opinion • Telephone polls • Field data • Crash statistics

32. Potential benefitsduring 5-year period • 350 lives saved • 45,000 fewer injuries • 100,000 crashes avoided • Millions of hours of delay eliminated

33. 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

34. Expanding the collaborative • Public sector (State, County & City) • Private sector (Health, Transportation) • Non-profits (CCF, MADD) • Community based

35. Partner Campaigns • 30+ Municipalities in Los Angeles County • Private Sector • Non-English Speaking communities

36. Get the message out Program Manager (866) 580-5280