3. First established in Sweden in 1997, Vision Zero is a multi-national
road traffic safety project.
The New York’s mayor, Bill de Blasio, implemented the plan in
January 2014 by outlining initiatives to improve roadways to reduce
fatalities on city streets.
WHAT IS
4. NYC OBJECTIVES
The plan to reduce fatalities entails:
Criminally charging traffic violations
Reducing the speed limit to 25 mph
Increasing the use of speed cameras
Implementing slow zones to 20mph
Increasing traffic law enforcement
>
>
>
>
>
7. INITIAL STATISTICS
So, to eliminate 20%
of all fatalities,
we need to prevent
≈ 47 deaths
2015 End of Year Statistics
Pedestrian 138
Motorists/Passengers
61
Cyclists 14
Motorcyclists 20
= 233
Total Fatalities
8. PEDESTRIAN DEATH
INSIGHTSGeneral Trend - Pedestrian death on the rise (compared to other users)
38% are seniors ≈ 52
40% occurs after October 1* ≈ 55
*Severe crashes involving pedestrians increase by nearly 40% in the early evening
hours, compared to crashes outside the fall and winter
10. TARGETING DRIVERS
Fix the perpetrator - not the victim:
69% of pedestrian
fatalities, drivers are
responsible
11. WHAT KIND OF DRIVERS?
In every borough, private passenger vehicle is the highest kill mode.
12. WHY PRIVATE PASSENGER CAR
DRIVERS> May decrease amount of motorist/passenger death
> Failure to yield (21%) and speeding (21%) were biggest problems
Behaviors simple to combat
> A male driver was behind the wheel for 80% of city accidents that
resulted in a pedestrian's death or serious injury
13. “The PRESSED
PROLETARIAN”The Pressed Proletarian are NYC’s blue collar male workers that
commute to the city via car from Hudson, NJ. Faced with difficult
manual labor jobs, these men make rent but can’t afford expendable
luxuries. They are traditional people that live for the simple pleasures of
life enjoyed outside of work: quality time with their families and
supporting their favorite NY sports teams.
=12,634 individuals
18. THE 6th BOROUGH
The greatest growth rate in New York City
commuting was from Northern New Jersey. Most of
this increase can be attributed to Hudson County,
located directly across the Hudson River from
Manhattan.
Population: 674,836 (July 2015)
Median Income: $58,479
Zip Codes: 07002, 07029, 07030, 07032, 07047,
07086, 07086, 07087, 07087, 07093, 07094, 07096
12.43% of Hudson County’s population commutes
to/from NYC’s five boroughs for work.
19. COMMUTERS FROM HUDSON
COUNTY1,669 to Bronx County
3,429 to Kings County
75,830 to New York County
2,269 to Queens County
698 to Richmond County
83,895 to NYC
(or 12.43% of its population)
30. POSITIONING STATEMENT
To male drivers aged 21-64 that work in blue collar industries,
commuting in private vehicles between Hudson County, NJ
and NYC,
Vision Zero is
the only street safety initiative
that offers creative and effective messaging
so you can enjoy being reminded to get home without killing a
pedestrian.
”
”
32. What: NYC 1050 AM
24-hour Spanish-language radio
network
Who: U.S. Hispanic sports fans
Reach: 51% of the U.S. Hispanic
population, with 3.9 million unique
listeners monthly
Cost: $368,369 (for a 30-second spot
every
hour, 3-7pm ,M-F for 26 weeks)
What: NY 98.7 FM
24-hour sports radio
Who: 50% share of all men 25-54
sports radio listening
Reach: 5.6 million unique listeners
monthly, average time spent
listening 41+ min.
Cost: $412,487 (for a 30-second spot
every
hour, 3-7pm, M-F for 26 weeks)
33. GEORGE WASHINGTON
BRIDGEWhat: Partnership with the Port Authority of New York and New Jersey
Where: Billboard on top of the George Washington Bridge toll plaza in Fort Lee, N.J
Reach: 295,120 daily vehicles (2015)
Cost: $700,000 for one year partnership
34. What: 14 feet high and 48 feet wide,
672
square feet of ad space
Where: Priority intersections in
Manhattan
Reach: 31.8 million impressions, 28%
reach
Cost: $449,500 for 31 panels, each
shown 4 weeks
BILLBOARDS
35.
36. ROAD SILHOUETTES
What: Body silhouettes on NYC streets
Who: Vision Zero Street Teams
Where: 292 Priority Intersections in the 5 Boroughs
Cost: NYC 2017 minimum wage = $15/hour
2 staff per borough (10 individuals total)
5 week campaign = 40 hour week each staff
2 bottles of spray paint x 704 bodies = $8,454
Silhouette outline x 5 = $55
Vision zero logo outline x 5= $15
$30,000 staff costs + $8,524 execution
37. STICKER SURGE
What: 8x8” static glass stickers
Who: Vision Zero Street Teams
Reach: +259,200 commuter cars in the city on a
weekday
Cost: NYC 2017 minimum wage = $15/hour
2 staff per borough (10 individuals total)
5 week campaign = 40 hour week each
staff
500,000 stickers = $1,120
$30,000 staff costs + $1,120 for stickers
Yield & Shield
40. Jan Feb Mar Apr May Jun Jul Aug
MEDIA EXECUTION
Sept Oct Nov Dec
Toll Plaza
5 5 2 1 2 5 5 5billboards
5
1 1 1 1 1
Silhouett
e
Stickers
41. $780,856
$449,500
$700,000
BUDGET: $2 MILLION
ESPN
ESPN Radio
NYC Outlets
BILLBOARDS
Lamar Advertising
deal for NYC
TOLL PLAZA
Partnership with the
Port Authority of
NY & NJ
GUERILLA
MARKETING
Sticker and
silhouette efforts
across NYC
$69,644
