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Vision Zero Audience Analysis & Communication Strategy
Vision Zero is a road traffic safety initiative launched in New York City in 2014, aimed at reducing fatalities and serious injuries from traffic accidents through street redesign, stricter law enforcement, and public education. The campaign targets 'risky pedestrians,' primarily male millennials, to shift their street-crossing behavior and reduce traffic-related deaths by 20% by the end of 2017. Media strategies involve a mix of paid, shared, and owned media, leveraging dark humor and themes of survival to engage the audience.
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Vision Zero Audience Analysis & Communication Strategy
- 2. • Topline Summary •Key Insights • Segmentation Methods • Target Options • Recommended Audience • Persona • Campaign • Messaging • Media Mix (PESO) • Media Planning • Anticipated Audience Actions
- 3. Vision Zero Vision Zerois a multi-national road traffic safety project, enacted locally in New York by Mayor Bill de Blasio in 2014. https://www.transalt.org/getinvolved/vision-zero-now/platform#three
- 4. Why Vision Zero VisionZero was enacted to combat high rates of those seriously killed or injured (KSI) in road related accidents. http://www1.nyc.gov/site/visionzero/index.page
- 5. Who is Involved Officeof the Mayor, the NYC Department of Transportation (DOT), the New York Police Department, and everyday New Yorkers play a role in bringing Vision Zero to life.
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- 7. How Vision ZeroWorks Vision Zero aims to reduce KSI rates through the redesign of arterial streets, enforcement of stricter laws, reform of the DMV’s court system, cooperation with city and state agencies, and education of road safety.
- 8. 2014 Lowest # of fatalitiessince 1910 2015 -10% v. 2014 http://www.nyc.gov/html/dot/downloads/pdf/nyc_ped_safety_study_action_plan.pdf 0 60 120 180 240 258 233 *2016 -15% v. 2015 (projection) 198 132 NYC Pedestrians Fatalities 320
- 9. 2014 Lowest # of fatalitiessince 1910 2015 -10% v. 2014 0 60 120 180 240 320 258 233 *2016 -15% v. 2015 (projection) *2017 -20% v. 2016 (projection) 158 198 132 http://patch.com/new-york/new-york-city/de-blasio-claims-vision-zero-working-its-not NYC Pedestrians Fatalities
- 10. 53% 7% 3x 64% http://yourchoicesmatter.nyc/sources http://www1.nyc.gov/assets/visionzero/downloads/pdf/nyc-vision-zero-action-plan.pdf Pedestrian crashes causedby speeding. 2x the likelihood of fatality. Likelihood that a left turn will kill or severely injure a pedestrian, compared to right turns. Crashes caused by male drivers. Pedestrian crashes involving private passenger cars. Pedestrian fatalities caused by inattention, speeding, and failure to yield. 79% 53% 7% 3x 64% 79% 75% Fatalities caused by male drivers.75%
- 11. 27% 1.4x Crashes that involvedpedestrians. Fatalities that involved pedestrians. Pedestrian crashes caused by crossing with the signal, v. 20% cross against the signal. 74% Pedestrian fatalities caused by pedestrians.30% http://www.nyc.gov/html/dot/downloads/pdf/nyc_ped_safety_study_action_plan.pdf Pedestrian crashes that occur at intersections. More pedestrian crashes occurred during the holiday season. 20% Likelihood that male pedestrians are involved in a crash. 56% 15% 27% 30% 74% 20% 1.4x 56%
- 12. Observation Insights (n=110) •Pedestrians crossed the street with only seconds left to spare on the signal. • Pedestrians crossed streets outside demarcated boundaries. • Many pedestrians were multitasking while crossing streets. • Apart from risky street-crossing behavior, some pedestrians waiting for the next crossing would stand on the roadside instead of stepping up on a curb.
- 13. Observation Insights (n=110) •Drivers were generally accommodating of jaywalkers. • Pedestrians crossed streets against signals more frequently at small roads compared arterial roads • Millennial pedestrians and male pedestrians were more likely to cross against signals • Influenced by other jaywalkers
- 14. We evaluated ourpotential audiences through the following five methods … 1. Demographics 2. Geographic 3. Behavioral 4. Psychographics 5. Influencers
- 15. Vulnerable Pedestrians Psychographics More cautious,visibility poor, unable to gauge vehicle speeds Demographics Age (<13) or (>65) Influencers Family members, other pedestrians Behavioral More likely to cross with signals Geographic Residential areas in the outer boroughs
- 16. Inattentive Drivers Psychographics Highly stressed, middle class Demographics Males,drive private passenger cars (25 – 59 y/o) Geographic Outer boroughs, *left turned junctions Behavioral May not drive daily, possibly distracted while driving Influencers Passengers, other drivers, and pedestrians
- 17. Risky Pedestrians Psychographics On-the-go, ambitious, pressed fortime, potentially distracted while commuting Demographics Millennial males (18 – 39 y/o) Influencers Peers, friends, other pedestrians Behavioral Multitasking, on the phone while crossing the street, following others onto street Geographic Live in the outer boroughs and work in Manhattan, take public transport
- 18. Risky Pedestrians We choseRisky Pedestrians because … 1. We’re All Pedestrians 2. High Risk 3. Quantity 4. Behavior
- 19. Risky Pedestrians We’re All Pedestrians Becausemost New Yorkers don’t have a car, and the ones who do don’t always drive them – all New Yorkers are, in some way, pedestrians.
- 20. http://www.census.gov/programs-surveys/acs/technical-documentation/table-and-geography-changes/2014/5-year.html 31.4% of New Yorkhouseholds have 1 car 55.4% of New York households are carless 10.6% of New York households have 2 cards 2.8% of New York households have 3+ cards NYC Car Ownership Statistics (2010 - 2014)
- 21. Risky Pedestrians Higher Risk Because oftheir age, gender, and pedestrian status, “risky pedestrians” face statistically high rates of fatality when involved in KSI crashes; placing them at a higher risk level.
- 22. http://www.nyc.gov/html/dot/downloads/pdf/nyc_ped_safety_study_action_plan.pdf NYC Pedestrian KSIby Age + Gender 0 5 10 15 20 25 30 less than 5 5 - 17 18 - 21 22 - 29 30 - 39 40 - 49 50 - 59 over 60 male female AnnualPedestrianKSIper100,00Pop. 81 6641 48
- 23. Risky Pedestrians Quantity Because “risky pedestrians”are made up of those in the millennial age group, this segment represents the age of the average New Yorker and the most populous generation of New Yorkers.
- 24. 23.8% of New Yorkersare part of Generation Z (11.6% = 13 – 19) (12.2% = Under 12) 32.2% of New Yorkers are part of Generation Y/Millennials (21 – 39 y/o) 16% of New Yorkers are Baby Boomers or part of the Silent Generation (52 and older) 26.6% of New Yorkers are part of Generation X (40 – 51 y/o) NYC Population Statistics (2014) http://www.census.gov/programs-surveys/acs/technical-documentation/table-and-geography-changes/2014/5-year.html
- 25. Risky Pedestrians Easier to Influence Becausepedestrians are abundantly more likely to be killed or injured in a crash than the driver involved, they have the greater onus to change their behavior and will be more easily influenced to do so.
- 26. We didn’t choose Vulnerable Pedestrians because … 1.Access They are harder to reach and even harder to influence. 2. Behavior Generally already cautious, or influenced by those who are. We didn’t choose Inattentive Drivers because … 1. Hard to Influence Driver’s don’t believe they are the problem. 2. Quantity New Yorkers who drive, don’t drive regularly enough to justify specific targeting.
- 28. Campaign Objective To changepedestrian street-crossing behavior that would lead to a reduction of traffic-related deaths in NYC by 20% as compared to 2016 before the end of 2017.
- 29. Appeal to “masculinity”and “need to survive” of our target audience. Blunt, darkly humorous, pragmatic Role Rationale Personality Core Message Defend yourself. Rationale Personality Core Message Risky pedestrians. (Male, millennial, etc.) To encourage our target audience to pay attention when crossing the street. Role Target http://www.nielsen.com/us/en/insights/news/2014/the-men-the-myths-the-legends-why-millennial-dudes-might-be- more-receptive-to-marketing.html
- 30. Dark Humor • “Lifecomes at you hard, cars come at you harder.” • “The light said walk, but you got hit by a speeding car anyway. Talk about a sucker punch.” Nostalgia • “Cross and tackle.” • “Bob and weave.” • “Play it safe.” Need to Survive • “Hit the streets. Literally.” • “Put your dukes up. Eyes too.”
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- 36. PAID • Out-of-Home Media • MobileAds • Social Media SHARED • Facebook • Instagram • Twitter • Snapchat EARNED • Features • Endorsements OWNED • Website • YouTube PESO Model
- 37. Paid Media • Out-of-HomeMedia • Stationary: Bus stops, wallscapes • Public Transport: Wrap ads on bus, subway, taxis • Social Media • Sponsored Ads (Facebook, Twitter, Snapchat, Location-based targeting mobile ads)
- 39. Features Newspapers (Health Section) • NewYork Times • Washington Post Magazine (Men + Lifestyle) • Time Out • Men’s Health • GQ Television (High male viewership) • ESPN • Nightly shows
- 40. Shared Media Experience • VisionZero Day • “Beat the Streets” Challenge Social Media • Snapchat • Twitter • Instagram • Facebook
- 41. Owned Channels YouTube • VideoAds • Public Service Announcements • Endorsements Website • Vision Zero Updates + Reports • “Beat the Streets” Registration + Info
- 43. $243 K Sponsored Ads (socialmedia) $500 K “Beat the Streets” Event $200 K Twitter Trend (day) $50 K Snapchat Discovery $9 K Video Production $200 K Bus Wrap Ads $100 K Taxi Wrap Ads $100 K Subway Interior Ads $57 K Wallscapes $3 K Twitter Ads $50 Snapchat Geofilter $430 K Out of Home Media Event $3 K Bus Shelter Ads
- 44. Risky Pedestrians We hopethat Risky Pedestrians will … 1. Behavior Shift 2. Become Influencers 3. Recognize + Participate
- 46. • https://www.transalt.org/getinvolved/vision-zero- now/platform#three • http://www1.nyc.gov/site/visionzero/index.page •http://www.nyc.gov/html/dot/downloads/pdf/nyc_ped_safety_ study_action_plan.pdf • http://patch.com/new-york/new-york-city/de-blasio-claims- vision-zero-working-its-not • http://yourchoicesmatter.nyc/sources • http://www1.nyc.gov/assets/visionzero/downloads/pdf/nyc- vision-zero-action-plan.pdf • http://www.nyc.gov/html/dot/downloads/pdf/nyc_ped_safety_ study_action_plan.pdf •
- 47. • http://www.census.gov/programs-surveys/acs/technical- documentation/table-and-geography-changes/2014/5- year.html • http://www.nyc.gov/html/dot/downloads/pdf/nyc_ped_safety_ study_action_plan.pdf •http://www.census.gov/programs-surveys/acs/technical- documentation/table-and-geography-changes/2014/5- year.html • http://www.nielsen.com/us/en/insights/news/2014/the-men- the-myths-the-legends-why-millennial-dudes-might-be-more- receptive-to-marketing.html