Susan Gorcowski Office of Communications and Consumer Information NASBLA 50 th Annual Conference The Power of the Pyramid of the September 2009

What We Are Going to Cover Today The Disciplined Process How NHTSA Works with Partners Lessons Learned

The Disciplined Process

How NHTSA Works with Partners

Lessons Learned

The Disciplined Process Policy Program Traffic Research FARS Data Enforcement Data VMT Data Communications Market Research Communications Plan Creative Development Program Communications Policy

Policy

Program

Traffic Research

FARS Data

Enforcement Data

VMT Data

Communications

Market Research

Communications Plan

Creative Development

In public health campaigns communications must support programs that work Key Concept

In public health campaigns communications must support programs that work

Seat Belt Use Rates 1983 - 2009 Source: NHTSA NOPUS 14 14 21 37 42 45 46 49 59 66 67 69 68 68 81 82 80 79 75 73 71 67 62 69 84 83 82

The 1970s

The 1980s

The 1980s Smashing Pumpkins

Mid -1985 1 st New York Primary Belt State

The 1980s Vince and Larry

The 1990s

1993 NC North Carolina

2001 Region 4 States SC MS TN KY FL NC AL GA

Nationwide 2003

CIOT Ratchets Up Seat Belt Use

CIOT 2009 Ads Stuck With A Ticket ad Big Monster ad Video Guy ad

We Know What Works Campaign Publicity Enforcement Heightened Awareness/ Perceived Risk of Punishment Fewer Fatal and Nonfatal Injuries Higher Seat Belt Use

How does NHTSA work with states, local communities, and partners to achieve message discipline?

Changing Behavior Through Media and Marketing That Support a Program Developing the right message… For the right audience… In the right place… At the right time.

Developing the right message…

For the right audience…

In the right place…

At the right time.

Programs Mobilizations/Crackdowns Sustained Enforcement Tools You Can Use Products National Communications Plan Communications Calendar Planners

Programs

Mobilizations/Crackdowns

Sustained Enforcement

Products

National Communications Plan

Communications Calendar

Planners

NHTSA 2010 Communications Calendar

www.TrafficSafetyMarketing.gov

Importance of Partnering

Lessons Learned in Messaging Use data to identify your target audience Test messages to be sure they resonate with audience Develop creative material that tracks with messaging Don’t mess with the brand – be firm Use enforcement messages to support enforcement and social norming in off enforcement periods

Use data to identify your target audience

Test messages to be sure they resonate with audience

Develop creative material that tracks with messaging

Don’t mess with the brand – be firm

Use enforcement messages to support enforcement and social norming in off enforcement periods

Lessons Learned Plan your work and work your plan Tailor national tools to achieve your local goals Develop coalitions/partnerships/alliances to expand your reach Hit your targets where they live Coordinate. Coordinate. Coordinate.

Plan your work and work your plan

Tailor national tools to achieve your local goals

Develop coalitions/partnerships/alliances to expand your reach

Hit your targets where they live

Coordinate. Coordinate. Coordinate.

Strategic Communications A system, not a slogan A program, not a press conference A benefit, not a message A long-term effort, not a one-time shot

A system, not a slogan

A program, not a press conference

A benefit, not a message

A long-term effort, not a one-time shot

Susan Gorcowski Associate Administrator Office of Communications and Consumer Information [email_address] Contact Information