School Safety: The Right (of) Way
The Brief
25,000 children are injured every year in school zone accidents—and even more adults. Our innovative behavior change campaign for the City of Austin improved regional safety and was called a “trendsetter” by the US Department of Transportation.
The Client
City of Austin, TX and U.S. Department of Transportation
The Challenge
Our multicultural campaign targeted three very different groups: young students, their parents and local drivers. Three integrated goals would determine success of this ambitious effort. By walking or biking to school, kids would exercise more; parents would support this for health and safety reasons; and drivers would increase their awareness in school zones.
Targeted primarily to underserved areas, the bilingual campaign would need to attract, engage and activate an unusual combination of audiences.
The Approach
The student message was iWalk/iBike, which resonated with youngsters because they highly value freedom of movement. Our research and focus testing revealed a crucial finding: statistics wouldn’t compel parents to walk or bike with their kids. The emotional message that hit home with parents was “Take Time”, an appeal to cherish fleeting time with their children before it is gone.
Effective bilingual outreach was achieved through a strategic combination of print, outdoor and electronic media; free media and partner relationships with demographically focused media outlets; in-school programs, community events and incentives. Drive-time radio led the effort to influence drivers, supported by strategically placed Out Of Home advertising.
Measurable Results
The strategy worked. Response far surpassed target goals for similar campaigns focused on schools in underserved areas.
of parents said their child walked or biked to school for the first time or more often.
The Takeaway
It’s not often that “safety” and “fun” dovetail into a single message. Our experience motivating young audiences for the right reasons has included the launch of an international social emotional learning program, a national broadcast series celebrating sports activity and a financial literacy initiative for California children.
In each case, success can last a lifetime.
“We appreciate Loma’s outstanding work on this very important effort.”
-Project Manager, City of Austin