TABLE OF CONTENTS. Executive Summary Analysis of Educational Priorities Impaired Driving Campaign Youth Impaired Driving...

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2 TABLE OF CONTENTS Page Executive Summary... 3 Analysis of Educational Priorities... 4 Impaired Driving Campaign... 5 Youth Impaired Driving... 8 Speed, Aggressive and Distractive Driving Speed and Aggressive Driving Distractive Driving Non-occupant Protection: Pedestrian & Cyclists Pedestrian Bicyclists and other Cyclists Occupant Protection: Seat belt, Car Seat & Booster Seat Seat Belt Car Seat & Booster Seat Motorcyclist Safety: PR Act & Share the Road Motorcyclist Safety Motorcyclist Share the Road FY17 Media Calendar FY17 Enforcement Calendar *All data used provided by NHTSA Traffic Safety Facts PR & PR HSP FY17. P a g e 2

3 EXECUTIVE SUMMARY In the last few years, we have established a hard engagement with our publics on traditional and social media. With more earned media on television, print media and radio. The Puerto Rico Traffic Safety Commission (PRTSC) is fully committed in accomplishing the objective to increase traffic safety awareness. Our Strategic Communications Plan (SCP) will remain focusing on maintaining paid media frequency and obtaining more earned media through traditional and social media. PUERTO RICO TRAFFIC FATALITIES YEARS * The three year period reflects significant accomplishments in preventing and reducing fatal crashes and serious injuries on the roadway. This success is mainly attributed to PRTSC highly effective educational programs synchronized the PR Police and Municipal Police. PR Traffic Fatalities by Program Area Years * 20% 26% 19% 21% 9% 4% Impaired Driving Youth Impaired Driving Speed, Aggressive & Distracted Driving Occupant Protection Non-occupant Protection Motorcycle Safety Although there has been a reduction, according to the traffic data analysis and the analysis of educational priorities, alcohol stills plays a deadly roll with a 67%%of traffic crashes in the country, making alcohol one of our top educational priorities and awareness, followed by speed and distractive driving representing 26% of all traffic fatalities. P a g e 3

4 ANALYSIS OF EDUCATIONAL PRIORITIES Communications Analysis of Educational Priorities Traffic Fatalities Years 2012 to 2014* Program Area Metric Quantity % Speed, Aggressive & Distracted Driving Non-occupant Protection Impaired Driving Occupant Protection Alcohol Fatalities Impaired % speeding related fatalities % % pedestrian & cyclists fatalities % 145 9% drivers fatalities ages 25+ w/.08+ BAC; motorcyclists drivers w/.02+ BAC unrestrained occupants & occupants fatalities ages % % % % Motorcycle Safety motorcyclists fatalities; riders w/.02+ BAC 143 9% 93 6% Youth Impaired Driving fatalities w/drivers ages 0-17 w/.00+ BAC, drivers ages w/.02+ BAC & drivers ages w/.08+ BAC 60 4% 60 4% Total 1,570 1,055 67% The table above reflects content in order of traffic fatalities, by program area. It shows a total of 1,570 PR Traffic Fatalities between years *. A fatality can be accounted in one or more Program Area according to FARS's Classification, this data analysis states that 67%%of traffic fatalities were alcohol related. Management Consideration B-5 FY14 Programming paid and earned media funds Communications Funds Fatalities Program Area Media Investment Earned Media Total Invested Metric % $ per fatality Invested CPS merged w/seat belts Occupant fatalities 0-9 yrs. 2 1% merged w/seat belt DWI $1,541,278 $1,209,285 $331,992 Fatalities w/ driver or m/c rider with.08+ BAC 93 31% $3,570 Non-occupant $302,801 $110,134 $192,667 Pedestrian fatalities 95 31% $2,028 Speed, distracted, aggressive $305,110 $127,992 $177,118 Speeding-related fatalities % $1,540 Youth alcohol $169,829 $79,974 $89,856 Fatalities w/driver 0-16 w/.00bac; w/.02+ BAC 9 3% $9,984 Motorcycle $144,014 $158,911 ($14,897) Motorcyclist fatalities 47 15% ($317) Seat belts $237,124 $297,666 ($60,543) Unrestrained occupants 78 26% ($776) Total $2,700,154 $1,983,962 $716, $16,029 The above table contains the FY14 Communications Funds distribution. Results represent that Paid Media Investment grants substantial outcomes on Earned Media. This validates what was stated before on the Executive Summary, the SCP will remain focusing on maintaining paid media frequency and obtaining more earned media through traditional and social media. This year s projections will also result in the educational campaigns paying for itself through Earned Media. P a g e 4

5 IMPAIRED DRIVING Problem Overview For this three year period ( ) a 27% reduction can be observed between 2013 and Although, impaired driving fatalities currently account for 20% of total traffic fatalities, on a 67% alcohol represents a deadly factor. PR Impaired Driving Fatalities Years * Program Goal Change behavior among our target audience in order to internalize the educational message and adapt it as part of their lifestyle, and reduce impaired driving related fatalities by 10%. Impaired Driving Target Audience Males with a 94% of impaired driving fatalities Primary , with a 33% impaired fatalities Secondary , with a 21% impaired fatalities & general public Objective Reach 60% of the target audience with a frequency of 10+ on TV, radio and at least 40 million of impressions on print, social, and out of home media. Strategic Communications Plan Focusing on maintaining paid media frequency and obtaining more earned media through traditional and social media airing simultaneously with Police National Crackdowns and Mobilizations enforcement. Message and Talking Point Mobilization/Enforcement message- Guiar borracho es un crimen, serás arrestado (Drive Sober or Get Pulled Over) Media Tactics Will advertise the educational campaign produced on December 2016 with all media components, such as TV, radio, web banners, among others. P a g e 5

6 Paid Media TV nationwide Social Media Ads (mobile and Internet) Radio nationwide Print Media Out of Home Media (movie theaters, tactical media, gas stations) Earned Media Public Relations push: media tours, interviews, press releases and editorials articles Distribution of educational content Increase paid media frequency with bonuses obtained from paid media Social Media Cross Promotion and shareable educational content Promoting the educational blogspot Promoting the educational website Celebrity Influencers promoting the educational message Other Distribution of educational material Presence in Cultural events and festivals during very concurred holidays Evaluation Police & FARS Statistics Number of people reached through events Social Media Measurements Reports & Impressions Publicity Report: earned media efforts which includes interviews, press releases, and others Post Campaign Reports PRTSC Impaired Driving Study: campaign message awareness and recall study Timeline per Campaign THANKSGIVING MOBILIZATION TIMELINE NOVEMBER 15-29, 2016 NOVEMBER S M T W T F S S M T W T F S S M T W EARNED MEDIA PAID MEDIA ENFORCEMENT P a g e 6

7 CHRISTMAS CRACKDOWN TIMELINE DECEMBER 12, JANUARY 2, 2017 DECEMBER JANUARY M T W T F S S M T W T F S S M T W T F S S M T W T F S S EARNED MEDIA PAID MEDIA ENFORCEMENT EASTER MOBILIZATION TIMELINE APRIL 13-19, 2017 APRIL S M T W T F S S M T W T F S S M T W T EARNED MEDIA PAID MEDIA ENFORCEMENT SUMMER MOBILIZATION TIMELINE JULY 12-31, 2017 JULY W T F S S M T W T F S S M T W T F S S M EARNED MEDIA PAID MEDIA ENFORCEMENT P a g e 7

8 LABOR DAY CRACKDOWN TIMELINE AUGUST 27 - SEPTEMBER 4, 2017 AUGUST SEPTEMBER W T F S S M T W T F S S M T W EARNED MEDIA PAID MEDIA ENFORCEMENT Youth Impaired Driving Problem Overview For this the three year period ( ) a slightly reduction can be observed between 2013 and Youth impaired driving fatalities account for 20% of total impaired driving fatalities. 11 PR Youth Impaired Fatalities Years * Target Audience Males & Females Primary , with a 67% impaired fatalities Secondary , with a 33% impaired fatalities & general public Objective Reach 50%%of target audience to expose the educational message and achieve 0 fatalities. Strategic Communications Plan Focusing on maintaining frequency of earn media through traditional and social media. P a g e 8

9 Message and Talking Points Pasa la llave (Pass the Key) Media Tactics Will refresh the educational campaign produced on FY14 with all social media components, such as web banners, and other educational pieces such as flyers, banners, among others. Earned Media Public Relations push: media tours, interviews, press releases and editorial articles Distribution of educational content Creation of shareable educational content photo/video based on activations Social Media Cross Promotion and shareable educational content Promoting the educational blogspot Promoting the educational website Celebrity Influencers promoting the educational message Other Distribution of educational material Presence in public interest events Evaluation Police & FARS Statistics Number of people reached through events Social Media Measurements Reports & Impressions and Post Campaign Reports Publicity Report: earned media efforts which includes interviews, press releases, and others Timeline per campaign January 12-15, 2017 Educational Awareness Effort at the Fiestas de la calle San Sebastián April 7-8, Educational Awareness Effort at the Justas Interuniversitarias Budget Impaired Driving Campaign...$1,000,000 Youth Impaired Driving Campaign... $50,000 P a g e 9

10 SPEED, AGGRESSIVE AND DISTRACTIVE DRIVING Speed & Aggressive Driving Problem Overview For this three year period ( ) a 23%%reduction can be observed between 2013 and However, speeding stands number 1 in fatal crashes with a 26%%of traffic fatalities. PR Speed Driving Fatalities Years * Target Audiences Males, with a 78% of fatalities Primary & 25-36, both with 29% of fatalities Secondary , with a 16% fatalities & general public Program Goal Change behavior among our target audience in order to internalize the educational message and adapt it as part of their lifestyle, and reduce speed and aggressive related fatalities by 6%. Objective Reach 50% of target audience with a frequency of 2+ on TV, radio and at least 10 million of impressions on print, social, and out of home media. Strategic Communications Plan Focusing on maintaining paid media frequency and obtaining more earned media through traditional and social media airing simultaneously with Police Mobilizations enforcement. Message and Talking Point Mobilization/Enforcement message- Respeta los límites de Velocidad, si no obedeces, pagas (Obey the Sign or Pay the Fine) Media Tactics Will advertise the educational campaign produced on FY15 with all media components, such as TV, radio, web banners, among others. P a g e 10

11 Paid Media TV nationwide Social Media Ads (mobile and Internet) Radio nationwide Print Media Out of Home Media (movie theaters, tactical media, gas stations) Earned Media Public Relations push: media tours, interviews, press releases and editorial articles Distribution of educational content Increase paid media frequency with bonus obtained from paid media Social Media Cross Promotion and Shareable educational content Promoting the educational website Celebrity Influencers promoting the educational message Other Distribution of educational material Presence in public interest events Evaluation Police & FARS Statistics Number of people reached through events Social Media Measurements Reports & Impressions Publicity Report: earned media efforts which includes interviews press releases, and others Post Campaign Report PRTSC Speed & Aggressive Driving Study: campaign message awareness and recall study Timeline per Campaign SPEED MOBILIZATION TIMELINE FEBRUARY 3-17, 2017 FEBRUARY W T F S S M T W T F S S M T W T F S S M EARNED MEDIA PAID MEDIA ENFORCEMENT P a g e 11

12 Distractive Driving Problem Overview Distracted driving, specifically cellphone usage without a hands-free device while driving, has received a great amount of attention from citizens and media since implementation of PR Act over the past few years. The table below reflects a 5% increase of illegal cellphone usage citations from 2013 to PR PD Illegal Cellphone Usage While Driving Infractions Years (a) 69,477 73,332 3, (b) 2013(c) 2014 (a) Data obtained from PRTSC HSP FY14 to FY16 (b) complimentary citations from July to December 2012 (c) accounted only until November 30, 2013 Target Audiences** Males & Females, both with 50% of occurrence Primary- males & females with an 86% Secondary- males & females 35-44, with a 75% & general public **accordingly with PRTSC 2015 Distractive Study - Cellphone usage while driving Program Goals Change behavior among our target audience in order to internalize the educational message and adapt it as part of their lifestyle. Decrease the percentage of drivers making usage of a cellphone without a hands-free device while driving by 5%. Objective Reach 40% of target audience with a frequency of 2+ on TV, radio and at least 5 million of impressions on print, social, and out of home media. Strategic Communications Plan Focusing on maintaining paid media frequency and obtaining more earned media through traditional and social media airing simultaneously with Police National Mobilizations enforcement. Message and Talking Point Mobilization/Enforcement message- Si guías y texteas, pagas (You Drive, You Text, You pay) Media Tactics Will advertise the educational campaign produced on April 2016 with all media components, such as TV, radio, web banners, among others. P a g e 12

13 Paid Media TV nationwide Print Media Social Media Ads (mobile and Internet) Radio nationwide Out of Home Media (movie theaters, tactical media, gas stations) Earned Media Public Relations push: media tours, interviews, press releases and editorial articles Distribution of educational content Increase paid media frequency with bonuses obtained from paid media Social Media Cross Promotion and shareable educational content Promoting the educational blogspot Celebrity Influencers promoting the educational message Other Distribution of educational material Presence in public interest events Evaluation Police & FARS Statistics Number of people reached through events Social Media Measurements Reports & Impressions and Post Campaign Reports Publicity Report: earned media efforts which includes interviews, press releases, and others PRTSC Distracted Driving Study: campaign message awareness and recall study Timeline per Campaign DISTRACTIVE DRIVING MOBILIZATION TIMELINE APRIL 3-12, 2017 APRIL S S M T W T F S S M T W T F S S M T W T EARNED MEDIA PAID MEDIA ENFORCEMENT Budget Speed & Aggressive Driving... $244,800 Distractive Driving ,200 Distractive Driving Study... 8,000 P a g e 13

14 NON OCCUPANT PROTECTION Overall Problem Overview Non-occupant fatalities for the three year period ( ) account for 21%%of the total fatalities, and the second cause of traffic fatalities in PR. Non-occupants fatalities refer to pedestrian, bicyclists, and those who transit roadways and do not occupy a motor vehicle. Efforts will concentrate on pedestrian and bicyclists, based on data analysis. Bicyclist and other Cyclist Fatalities 39, 12% PR Non-occupant Fatalities Years * Pedestrian 294, 88% Pedestrians Protection Problem Overview For the three year period ( ) an 8%%increase can be observed between 2013 and Pedestrian alone stands for the third cause (19%) of traffic fatalities in PR. PR Pedestrian Fatalities Years * Target Audience Males, with 80% of fatalities Primary- 63+ with a 30% of fatalities Secondary , with a 27% of fatalities & general public Program Goals Change behavior among our target audience in order to internalize the educational message and adapt it as part of their lifestyle, and reduce pedestrian fatalities by 6%. Objective Reach 50% of target audience with a frequency of 2+ on TV, radio and at least 10 million of impressions on print, social, and out of home media. P a g e 14

15 Strategic Communications Plan Obtaining a most needed engagement with target audience through paid media frequency and gaining more earned media through traditional and social media. Message and Talking Point Be responsible, safe and seen. Be responsible and safe: walk heading traffic, look at both sides before crossing and don t walk drunk in traffic. Be seen: use bright colors at night and use pedestrian crossings and bridges. Pedestrians and drivers have to share the road. Drivers have to yield to pedestrians. Media Tactics Paid Media TV nationwide Social Media Ads (mobile and Internet) Radio nationwide Print Media Out of Home Media (movie theaters, tactical media, gas stations) Earned Media Public Relations push: media tours, interviews, press releases and editorial articles Distribution of educational content Increase paid media frequency with bonuses obtained from paid media Social Media Cross Promotion Shareable educational content Promoting the educational website Celebrity Influencers promoting the educational message Other Distribution of educational material Presence in public interest events Evaluation Police & FARS Statistics Number of people reached through events Social Media Measurements Reports & Impressions and Post Campaign Reports Publicity Report: earned media efforts which includes interviews, press releases, and others Timeline per campaign October 18 to 31, 2016 Educational Awareness Effort June 22-30, Paid Media Awareness P a g e 15

16 Bicyclist and other Cyclist Protection Problem Overview Cycling continues to grow as both a hobby and as a sport. For the three year period ( ) a slightly increase can be observed between 2013 and PR Bicyclist and other Cyclist Fatalities Years * Target Audience Males, with a 100% of fatalities Primary with 38% of fatalities Secondary with 28% of fatalities & general public Program Goals Change behavior among our target audience in order to internalize the educational message and adapt it as part of their lifestyle, and reduce bicyclists and other cyclists fatalities by 8%. Objective Reach 40%%of target audience to achieve engagement with bicyclists and other cyclists to spread the safety message of their rights and responsibilities as established on PR Act , Article XI. Strategic Communications Plan Focusing on maintaining frequency of earn media through traditional and social media. Message and Talking Points There s a lot of life in 3 Cyclists and drivers have to share the road Keeping your distance keeps all of us safe Media Tactics Will refresh the educational campaign produced on FY14 with all social media components, such as web banners, and other educational pieces such as flyers, banners, among others. P a g e 16

17 Earned Media Public Relations push: media tours, interviews, press releases and editorial articles Distribution of educational content Creation of shareable educational content photo/video based on activations Social Media Cross Promotion and shareable educational content Create an educational blogspot for cyclists Promoting the educational website Celebrity Influencers promoting the educational message Other Distribution of educational material Presence in public interest events Evaluation Police & FARS Statistics Number of people reached through events Social Media Measurements Reports & Impressions and Post Campaign Reports Publicity Report: earned media efforts which includes interviews, press releases, and others Timeline per campaign May 20-22, 2017 Educational Awareness Effort Budget Pedestrian... $429,800 Bicyclist and other cyclist... $40,200 P a g e 17

18 OCCUPANT PROTECTION Overall Problem Overview Data for the period reflects a total of 305 fatalities were unrestrained related. For this the three year period a 33%%reduction can be observed between 2013 and However, unrestrained fatalities stands number 4 in fatal crashes with a 19%%of traffic fatalities. PR Unrestrained Fatalities Years * Seat Belt Usage Target Audiences Males, with a 79%%of unrestrained fatalities Primary , both with 28%%of fatalities Secondary , with a 24%%fatalities & general public Program Goal Change behavior among our target audience in order to internalize the educational message and adapt it as part of their lifestyle, and reduce unrestrained fatalities by 3%. Objective Reach 40% of target audience with a frequency of 2+ on TV, radio and at least 4 million of impressions on print, social, and out of home media. Strategic Communications Plan Focusing on maintaining paid media frequency and obtaining more earned media through traditional and social media airing simultaneously with Police Mobilizations enforcement. Message and Talking Point Mobilization/Enforcement message- Amárrate o Pagas (Click It or Ticket) Media Tactics Will advertise the educational campaign produced on May 2016 with all media components, such as TV, radio, web banners, among others. Paid Media TV nationwide Social Media Ads (mobile and Internet) Radio nationwide Print Media Out of Home Media (movie theaters, tactical media, gas stations) P a g e 18

19 Earned Media Public Relations push: media tours, interviews, press releases and editorial articles Distribution of educational content Increase paid media frequency with bonuses obtained from paid media Social Media Cross Promotion and shareable educational content Promoting the educational website Celebrity Influencers promoting the educational message Other Distribution of educational material Presence in public interest events Evaluation Police & FARS Statistics Number of people reached through events Social Media Measurements Reports & Impressions and Post Campaign Report Publicity Report: earned media efforts which includes interviews press releases, and others PRTSC Seat Belt Observational Study PRTSC Seat Belt Study: campaign message awareness and recall study Timeline per Campaign SEAT BELT MOBILIZATION TIMELINE OCTOBER 6-16, 2016 OCTOBER S S M T W T F S S M T W T F S S M T W T EARNED MEDIA PAID MEDIA ENFORCEMENT CIOT MOBILIZATION TIMELINE MAY 12 - JUNE 6, 2017 MAY JUNE F S S M T W T F S S M T W T F S S M T W T F S S M T EARNED MEDIA PAID MEDIA ENFORCEMENT P a g e 19

20 Car Seat & Booster Seat Target Audiences Primary- Women Secondary- General Public 16+ Program Goal Change behavior among our target audience in order to internalize the educational message and adapt it as part of their lifestyle, and reduce unrestrained fatalities by 3%. Objective As establish on PR Act , on Section 3 The PRTSC is hereby directed to conduct an educational campaign to raise people s awareness on the benefits of booster seats for children between ages 4-9 and the importance of installing such seats the PR PD shall issue citations to any person who violates this provision Act. Reach 40% of target audience with a frequency of 2+ on TV, radio and at least 4 million of impressions on print, social, and out of home media. Strategic Communications Plan To obtain a needed engagement with target audience through paid media frequency and gaining more earned media through traditional and social media. Message and Talking Point Mobilization/Enforcement message- Asiento Protector, úsalo correctamente (Car Seat: Use It Properly) Media Tactics Will advertise the educational campaign produced on May 2016 with all media components, such as TV, radio, web banners, among others. Paid Media TV nationwide Social Media Ads (mobile and Internet) Radio nationwide Print Media Out of Home Media (movie theaters, tactical media, gas stations) Earned Media Public Relations push: media tours, interviews, press releases and editorial articles Distribution of educational content Increase paid media frequency with bonuses obtained from paid media P a g e 20

21 Social Media Cross Promotion and shareable educational content Promoting the educational blogspot and website Celebrity Influencers promoting the educational message Other Distribution of educational material Presence in public interest events Evaluation Police & FARS Statistics Number of people reached through events Social Media Measurements Reports & Impressions Publicity Report: earned media efforts which includes interviews, press releases, and others Post Campaign Report PRTSC Car Seat Study: campaign message awareness and recall study Timeline per Campaign September 17-23, 2017 Child Passenger Safety Paid Media Awareness Budget Seat Belt Campaign... $488,700 Car Seat Campaign ,300 Seat Belt Observational Study... 40,000 Seat Belt Study... 8,000 Car Seat Study... 8,000 P a g e 21

22 MOTORCYCLE SAFETY Problem Overview For the three year period ( ) an 11%%increase can be observed between 2013 and Motorcyclists alone stands for the third cause (19%) of traffic fatalities in PR. PR Motorcyclist Fatalities Years * Target Audiences Men, with a 92% of fatalities Primary , with a 32% of fatalities Secondary , with a 29% of fatalities & general public Program Goal Change behavior among our target audience in order to internalize the educational message and adapt it as part of their lifestyle, and reduce motorcyclist fatalities by 12%. Motorcyclist Safety: PR Act Objective Reach 40% of target audience with a frequency of 2+ TV, radio and at least 2 million of impressions on print, social, and out of home media. Strategic Communications Plan To obtain a needed engagement with target audience through paid media frequency and gaining more earned media through traditional and social media. Message and Talking Point Mobilization/Enforcement message- Motociclista Seguro: (Motorcyclist Safety: over the limit, under arrest) sobre el límite, bajo arresto Media Tactics Will advertise a new educational campaign with media components, such as TV, radio, web banners, among others. Paid Media TV (dekocast) Social Media Ads (mobile and Internet) Radio nationwide Print Media Out of Home Media (movie theaters, tactical media, gas stations) P a g e 22

23 Earned Media Public Relations push: media tours, interviews, press releases and editorial articles Distribution of educational content Increase paid media frequency with bonuses obtained from paid media Social Media Cross Promotion and shareable educational content Promoting the educational blogspot and website Celebrity Influencers promoting the educational message Other Distribution of educational material Presence in public interest events Evaluation Police & FARS Statistics Number of people reached through events Social Media Measurements Reports & Impressions Publicity Report: earned media efforts which includes interviews, press releases, and others Post Campaign Report Timeline per Campaign May 1-7, 2017 Motorcyclist Safety Paid Media Awareness Motorcyclist Share the Road Objective Reach 40% of target audience on social and out of home media. Strategic Communications Plan To obtain a needed engagement with target audience through social media. Message and Talking Point Motociclista: Comparte la Carretera (Motorcyclist Share the Road) Media Tactics Will advertise a new educational campaign on social media and out of home media Paid Media Social Media Ads (mobile and Internet) Out of Home Media (movie theaters, tactical media, gas stations) P a g e 23

24 Social Media Distribution of educational content Cross Promotion Promoting the educational blogspot and website Evaluation Police & FARS Statistics Social Media Measurements Reports & Impressions Post Campaign Report Timeline per Campaign June 20, 2017 Motorcyclist Share the Road Paid Media Awareness Budget Motorcyclist Safety Campaign... $112,000 Motorcyclist Share the Road Campaign... 19,500 P a g e 24

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