Best Practices for Safety Communications

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1 Best Practices for Safety Communications

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4 COLOR White is associated with light, goodness, innocence, purity It is considered to be the color of perfection Usually has a positive connotation Red is associated with, danger, strength, power, determination, passion, desire, and love It is the color of fire, blood It attracts attention more than any other color, at times signifying danger Black is associated with power, elegance, death, evil, and mystery The symbol of grief Usually has a negative connotation 4

5 Events Grant-Funded Campaigns Zero Fatalities Campaigns Always-On Messaging NHP Campaigns Partners

6 DON T KILL A DREAM ROLL-OUT Don t Kill a Dream. Don t Drive Impaired. campaign runs Oct 2018-Jan 2019 All campaign materials will be available on Zero Fatalities website by end-of-month: Don t Kill a Dream. Don t Speed. campaign will run Spring of 2019 Marketing assets will continue to be developed and added to the website with each new campaign

7 PARTNERSHIPS

8 PARTNERSHIP GOALS Our partner program aims to personalize the Zero Fatalities goal for organizations, businesses and influencers in the community. We seek partners with a shared commitment to supporting community safety, public health, well-being and risk reduction. Collaboratively, we work to: Increase education Encourage group action and behavioral change Build a culture of traffic safety for everyone in Nevada

9 PARTNER OF THE YEAR: LYFT Overview Lyft engaged 13 public/private coalition partners, with Zero Fatalities at the center, for the 2018 year. Coalition members meet monthly to discuss activation ideas to give out ride credit at major consumption events and holidays; ideas are then vetted through Zero Fatalities. Tactics $100K in ride credit from Lyft ($25K during NYE) for new or existing riders Support for each coalition partner, with owned and/or paid media: radio, outdoor, social media, digital, and PR Results Pledged $10K to PT Taverns (~60 local bars) for St. Paddy s Day Pledged $20K to Life is Beautiful festival (130K attendees) Achieved Zero Fatalities on NYE; DUI arrests down 15% (1 st decline in 5 yrs.)

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11 PARTNERSHIP: VEGAS GOLDEN KNIGHTS Overview To combat an increase in DUIs on game night, Zero Fatalities partnered with the Vegas Golden Knights to reach game attendees and fans, and celebrate the sober driver. Tactics Activate the Vegas Golden Knights 1st designated driver program (in conjunction with Budweiser) including: Results TBD Digital, static, web and social media promotion PSA announcements during the game plus scoreboard features with Chance, the mascot, as the sober driver hero Will measure DUIs on game night, and voucher redemption by DDs Anticipate 1M+ of unique impressions, plus added-value during (4) pre-season games

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13 PARTNERSHIP: GOLDEN ENTERTAINMENT Overview Golden Entertainment recently inked a deal with the Vegas Golden Knights to be the official sponsor and watch-party partner for the games. Our team reached out to facilitate an extended partnership between the VGK, Golden Entertainment and Zero Fatalities, in order to message designated driver and shared ride planning to get patrons and fans home safely. Tactics Digital signage in 50+ PT s Taverns locations Website and mobile app messaging Database marketing via e-blast Social media (28K Facebook followers)

14 PARTNERSHIP: FREMONT STREET EXPERIENCE Overview As a major tourist destination in Las Vegas, Fremont St. Experience receives 17 million visitors each year, all of them pedestrians. Combined with the largest digital canopy in the world and an array of bars, FSE is a hub for impaired and distracted pedestrians. Our goal increase pedestrian safety. Tactics Design sidewalk decals to alert pedestrians to walk safe and wait for signals Continue to collaborate with the City of Las Vegas on pedestrian street improvements to improve the safety of FSE visitors Work on a long-term plan for increasing driver safety when the new Viva Vision LED screen goes live in 2019

15 PARTNERSHIP: MED MEN Overview To increase education on marijuana impaired driving, Zero Fatalities partnered with MedMen dispensaries, the largest dispensary company in the U.S. MedMen is valued at $1.6B, has 19 facilities nationwide (CA, NV and NY), and has statewide presence in Nevada (2 facilities in Las Vegas, with 1 more planned, plus a grow facility in Reno). Tactics MedMen s security team (former law enforcement) have signed on as an ongoing participate in the Impaired Driving CEA Task Force MedMen is in talks with Nevada law enforcement to provide training and education to law enforcement (similar to a previous collaboration with the LAPD) Sponsor of the Traffic Safety Summit Pledged commitment to co-funding Impaired Driving campaigns

16 PARTNERSHIP TAKEAWAYS Get personal Bring the data that makes the conversations personal, meaningful and relevant Look for common ground Position the program as a solution to a core issue or interest Be persistent Reposition the conversation about traffic safety in a way that will resonate

17 BEST PRACTICES

18 TRAFFIC SAFETY COMMUNICATION Be relatable Emphasize your key points through repetition Actively listen Respond in a timely manner Remember that you're always "on" Be present Be visible

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24 TRAFFIC SAFETY COMMUNICATION Be relatable Emphasize your key points through repetition. Actively listen. Respond in a timely manner. Remember that you're always "on." Be present. Be visible

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26 THANK YOU FOR MORE INFORMATION: