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Vision Zero - PowerPoint Presentation

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Uploaded On 2018-01-16

Vision Zero - PPT Presentation

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

year vision outreach targeted vision year targeted outreach nyc plan drivers events school september campaigns driving radio dot nypd

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Presentation Transcript

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