Outreach Strategy VZ Communications Strategy ALLOWS ALL AGENCIES Integration Efficiency Clarity of message one voice The problem is established with New Yorkers based on statistics and evidence ID: 623687
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Slide1
Vision Zero Outreach StrategySlide2
VZ Communications Strategy
ALLOWS ALL AGENCIES:
Integration
Efficiency
Clarity of message
, “
one voice”Slide3
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
m
essaging is most effective when:Slide4
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 EffortsSlide5
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.Slide6
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.Slide7
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 Slide8
Targeted at most
hazardous driving behaviors:
SpeedingFailure
to
yield
Distracted driving
NYC VZ
Year Two Plan Slide9
Targeted at most crash prone
locations
Individual to each borough and
neighborhood
Using out-of-home assets
NYC VZ
Year Two Plan Slide10
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 Slide11
https://www.youtube.com/watch?v=0oP1UiGYG9Q&list=PL48fn16R8Rdwvj9nWBjHSD1HkEepi-rfR&index=3Slide12
Increase in Vision Zero brand recognition
Indications of attitude/culture changeIndications of reported behavior change
EvaluationSlide13
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