Marketing campaign strategy for Vision Zero Project, including project background, research insights, target audience and integrated marketing campaign.

1. Stephen
Goin,
Xian
Huang,
Di
Nan,
Colleen
Chua,
Yiwen
(Claire)
Cai
1

2. Outline
2

3. Vision
Zero
is
a
mulA-­‐naAonal
road
traffic
safety
project
that
started
in
Sweden
in
1997
based
on
the
concept
that
no
loss
of
life
on
roadways
is
acceptable.
Thus,
the
aim
of
the
project
is
to
eliminate
traffic-­‐related
deaths
and
injuries.
3

4. In
2014,
Mayor
Bill
de
Blasio
commiTed
New
York
City
to
Vision
Zero.
This
was
because
approximately
4,000
New
Yorkers
are
seriously
injured
and
more
than
250
are
killed
in
traffic
crashes
annually.
This
translates
to
a
shocking
staAsAc
of
a
New
Yorker
being
killed
or
seriously
injured
in
a
traffic
incident
every
two
hours
on
average.
4

5. The
Office
of
the
Mayor
now
works
in
partnership
with
the
New
York
City
Department
of
TransportaAon
and
New
York
City
Police
Department
towards
a
10-­‐year
goal
of
eliminaAng
all
traffic-­‐
related
fataliAes
and
serious
injuries.
5

6. Stakeholders
include
the
public,
government
officials,
the
private
sector,
educators,
health
organizaAons,
law
enforcement,
and
mulAple
city
agencies.
6

7. In
the
past
few
years,
New
York
City’s
Vision
Zero
Task
Force
has
launched
a
combinaAon
of
measures
to
reach
this
goal.
For
example,
they
redesigned
arterial
streets,
enforced
traffic
laws,
reformed
the
Department
of
Motor
Vehicles’
court
system,
cooperated
with
more
city
and
state
agencies,
and
promoted
road
safety
educaAon.
7

8. With
measures
by
the
Vision
Zero
Task
Force
in
place,
the
people
of
New
York
City
witnessed
remarkable
progress
on
traffic
safety
in
2014.
They
saw
the
lowest
number
of
fataliAes
since
1910,
with
only
258
deaths
caused
by
traffic
crashes.
With
a
doubling
down
on
efforts,
progress
conAnued
in
2015
with
a
further
10%
reducAon
in
the
number
of
traffic-­‐related
deaths.
It
is
expected
that
2016
will
see
a
further
15%
decrease
in
the
number
of
traffic-­‐related
deaths
as
compared
to
2015.
8

9. However,
more
needs
to
be
done
in
order
to
achieve
the
goal
of
zero
fataliAes.
The
objecAve
set
out
for
Vision
Zero
in
2017
is
to
reduce
traffic-­‐related
deaths
in
NYC
by
a
further
20%
compared
to
2016’s
projected
figures.
To
realize
this
goal,
our
team
has
created
a
communicaAons
campaign
to
effect
behavioral
change
in
road
users.
9

10. For
the
campaign,
aTenAon
was
focused
on
road
users
to
idenAfy
possible
target
audiences.
New
York
City’s
(NYC’s)
grid
system
with
small
block
sizes
and
a
high
volume
of
commuters
resulted
in
traffic
paTerns
that
were
in
sharp
contrast
with
the
rest
of
the
country.
As
such,
insights
to
driver
and
pedestrian
behavior
could
only
be
uncovered
by
reviewing
NYC-­‐specific
informaAon,
such
as
exisAng
literature
from
NYC’s
Vision
Zero
Task
Force
and
data
from
the
NYC
Department
of
TransportaAon
(DOT).
When
looking
at
drivers,
we
focused
on
behaviors
that
had
an
impact
on
pedestrians.
We
found
that
79%
of
crashes
that
kill
or
seriously
injure
pedestrians
involve
private
passenger
cars.
53%
of
pedestrian
fataliAes
were
caused
by
dangerous
driver
choices
such
as
inaTenAon,
speeding
and
failure
to
yield.
In
parAcular,
speeding
caused
7%
of
all
crashes
but
was
found
to
be
twice
as
likely
to
result
in
a
fatality.
The
data
also
showed
that
led
turns
were
3
Ames
as
likely
to
seriously
injure
or
kill
pedestrians
than
right
turns.
This
was
aTributed
to
drivers’
vision
being
parAally
blocked
by
the
car’s
A-­‐pillar
(the
support
between
the
windshield
and
side
window)
when
making
a
led
turn,
making
it
harder
to
see
pedestrians
on
their
led.
Gender
also
played
a
significant
role
in
driver
behavior
with
male
drivers
contribuAng
to
64%
of
all
crashes
but
75%
of
all
fataliAes.
It
was
also
noted
that
males
in
the
age
range
of
25-­‐39
contributed
to
23%
of
all
crashes.
10

11. A
key
insight
was
that
even
though
crashes
between
motor
vehicles
and
pedestrians
consAtuted
15%
of
all
traffic
crashes
in
the
city,
pedestrian
fataliAes
accounted
for
56%
of
the
total
traffic
fataliAes.
Pedestrians
were
the
most
vulnerable
road
users
due
to
the
lack
of
protecAon
but
those
above
the
age
of
65
and
younger
than
13
were
found
to
be
at
higher
risk
of
traffic
injury-­‐related
death
due
to
their
physical
fragility.
We
noAced
that
majority
of
pedestrian
crashes
(74%)
happened
at
intersecAons,
with
47%
of
them
at
signalized
intersecAons.
In
addiAon,
more
pedestrians
were
being
struck
while
crossing
the
street
with
the
signal
(27%
of
pedestrians
killed
or
seriously
injured
[KSI])
than
crossing
against
the
signal
(20%
of
pedestrian
KSI).
At
the
same
Ame,
30%
of
pedestrian
fataliAes
were
directly
aTributed
to
pedestrian’s
acAons,
such
as
crossing
midblock
or
against
the
signal.
This
indicated
that
while
driver
behavior
played
a
role
in
pedestrian
crashes,
there
was
a
significant
proporAon
of
pedestrian
injuries
and
fataliAes
that
could
be
avoided
by
altering
pedestrian
behavior.
Through
trending,
we
also
found
that
pedestrian
KSI
crashes
in
New
York
City
followed
a
seasonal
paTern.
Nearly
20%
more
crashes
occurred
per
month
during
the
November/December
holiday
season,
as
compared
to
the
monthly
average
for
the
rest
of
the
year.
Finally,
we
discovered
that
male
pedestrians
in
NYC
were
1.4
Ames
more
likely
to
be
involved
in
a
pedestrian
crash.
This
was
true
across
all
age
groups
but
was
more
pronounced
for
males
under
17
years
old,
a
group
oden
noted
for
higher
rates
of
risk-­‐taking.
11

12. Based
on
the
insights
uncovered,
our
team
wanted
to
gain
a
deeper
understanding
on
pedestrian
behavior
and
proceeded
to
do
so
by
observing
a
total
of
110
people
across
different
parts
of
ManhaTan.
We
found
that
an
overwhelming
majority
of
pedestrians
engaged
in
risky
street-­‐crossing
behavior.
This
included
crossing
against
signals,
crossing
with
seconds
led
on
the
Amer,
mulAtasking
while
crossing,
crossing
outside
demarcated
boundaries
and
not
stepping
up
to
the
curb.
12

13. We
observed
that
crossing
against
signals
happened
more
oden
at
small
roads
(3
or
less
lanes)
compared
to
arterial
streets
(wide
streets
that
carry
high
volume
of
traffic).
Millennials
and
males
were
also
more
likely
to
cross
against
signals.
Most
people
were
also
influenced
by
other
jaywalkers,
e.g.
if
they
were
waiAng
for
the
signal
but
others
crossed
against
the
signal,
they
would
too.
Despite
most
pedestrians’
risky
street-­‐crossing
behavior,
we
observed
that
drivers
were
generally
accommodaAng
by
slowing
down
and
giving
way
to
them.
13

14. Based
on
the
key
insights,
we
used
five
methods
to
segment
our
audiences.
First,
demographics.
Demographics
are
census
characterisAcs
that
include
age,
gender,
income,
employment
status,
race,
ethnicity
etc.
For
the
purpose
of
our
campaign,
we
reviewed
exisAng
literature
from
NYC’s
Vision
Zero
Task
Force
and
data
from
the
NYC
Department
of
TransportaAon
to
uncover
how
age
and
gender
played
a
role
in
road
user’s
behavior.
Second,
geographic
characterisAcs
are
locaAon-­‐based
disAncAons.
ExisAng
literature
from
NYC’s
Vision
Zero
Task
Force
and
our
observaAons
informed
us
of
how
people
used
the
roads
and
where
problem
areas
would
be
found.
This
informed
our
campaign
in
terms
of
how
to
reach
our
target
audience.
Third,
behavioral
characterisAcs
pertain
to
how
our
audiences
act
or
behave.
ExisAng
literature
from
NYC’s
Vision
Zero
Task
Force
and
our
observaAons
informed
us
of
paTerns
in
behaviors
of
those
involved
in
traffic
crashes.
Fourth,
psychographics
refer
to
the
way
our
audiences
think
or
feel
that
would
impact
their
behavior.
ExisAng
literature
from
NYC’s
Vision
Zero
Task
Force
and
our
observaAons
provided
evidence
of
how
certain
aktudes
influenced
our
audience’s
behavior.
This
was
an
important
segmentaAon
category
as
it
gave
us
insight
to
understanding
our
audience’s
beliefs
and
values,
which
we
could
then
tap
into
for
our
campaign
messaging.
Lastly,
influencers
are
individuals
that
our
audiences
would
listen
or
pay
aTenAon
to
when
they
are
making
decisions
about
their
road
usage.
Based
on
our
observaAons,
we
learnt
about
how
different
groups
of
people
influenced
our
audience’s
behavior.
14

15. Our
first
potenAal
target
group
is
pedestrians
that
are
at
higher
risk
due
to
their
physical
fragility.
This
would
include
the
elderly
and
young
children.
As
documented
by
the
Vision
Zero
Task
Force,
in
2014,
pedestrians
over
65
years
old
made
up
12%
of
the
city’s
populaAon
but
accounted
for
33%
of
pedestrian
fataliAes.
Similarly,
being
struck
by
a
vehicle
was
the
leading
cause
of
injury-­‐related
death
for
children
under
14.
The
vulnerability
of
this
segment
makes
reaching
out
to
them
a
compelling
case.
Based
on
their
lifestyles,
this
target
group
spends
most
of
their
Ames
in
residenAal
areas
in
the
outer
boroughs.
Given
physical
limitaAons,
they
may
be
unable
to
accurately
gauge
vehicle
speeds.
They
are
also
generally
more
cauAous
and
hence
more
likely
to
cross
with
signals.
In
addiAon,
they
are
more
likely
to
travel
with
a
companion,
with
family
members
playing
the
role
of
the
influencer
for
their
street-­‐
crossing
behavior.
When
alone,
they
are
likely
to
be
influenced
by
other
pedestrians.
15

16. The
second
potenAal
target
group
is
drivers,
given
their
primary
role
in
contribuAng
to
traffic
injuries
and
deaths.
Based
on
the
informaAon
we
reviewed,
it
is
clear
that
males
driving
private
passenger
cars
are
a
key
segment
to
target.
This
group
is
likely
middle
class
and
leads
a
highly
stressful
lifestyle.
However,
it
is
also
likely
that
these
individuals
do
not
drive
daily
given
that
general
car
usage
in
New
York
City
is
very
low.
When
they
do
drive,
it
is
usually
in
the
outer
boroughs
rather
than
ManhaTan.
Due
to
their
high-­‐stress
lifestyles,
there
is
a
high
chance
that
they
may
be
distracted
while
driving.
This
could
come
in
the
form
of
external
distracAons
(e.g.
digital
devices,
conversaAons
with
other
passengers)
or
internal
distracAons
(e.g.
faAgue).
Their
on-­‐road
behavior
also
tends
to
be
influenced
by
passengers
in
the
same
vehicle
as
well
as
other
drivers
on
the
road.
16

17. The
final
potenAal
target
group
is
pedestrians
who
engage
in
risky
street-­‐crossing
behavior.
In
fact,
many
in
this
group
consider
it
a
way
of
life
in
New
York
City
to
cross
streets
against
signals.
Based
on
our
data
and
our
observaAons,
this
group
is
made
up
of
millennial
males
who
commute
via
public
transport
daily.
Most
of
them
work
in
ManhaTan
and
may
live
in
the
outer
boroughs.
These
individuals
tend
to
be
on-­‐the-­‐go
and
are
usually
pressed
for
Ame.
As
such,
they
have
no
qualms
about
crossing
the
streets
against
the
signals
as
long
as
they
perceive
it
to
be
safe.
Because
of
this
mentality,
they
are
also
easily
influenced
by
other
pedestrians
to
cross
against
signals.
Those
in
this
segment
are
usually
also
constantly
mulA-­‐tasking
on
their
digital
devices,
even
while
crossing
streets.
17

18. Our
recommended
target
audience
is
the
“Risky
Pedestrians.”
18

19. The
first
reason
is
due
to
the
raAo
of
pedestrians
as
compared
to
drivers
in
New
York
City.
Most
New
Yorkers
do
not
own
a
car.
Even
if
they
do,
they
do
not
drive
regularly.
19

20. Car
usage
and
ownership
in
New
York
City
is
uniquely
low,
as
compared
to
the
rest
of
the
United
States
(US).
According
to
the
2010-­‐2014
American
Community
Survey
5-­‐Year
EsAmates,
55.4%
of
New
York
households
do
not
own
a
car,
vs.
8%
in
the
whole
of
US.
31.4%
of
New
York
housing
units
have
one
car
available.
10.6%
of
New
York
housing
units
have
two
cars
available.
2.8%
of
New
York
housing
units
own
more
than
two
cars.
In
addiAon,
fewer
than
one
third
of
trips
in
New
York
families
are
taken
in
an
automobile.
Base
on
these
data
points,
we
arrived
at
the
conclusion
that
most
New
Yorkers
can
be
regarded
as
pedestrians.
20

21. The
second
reason
why
“Risky
Pedestrians”
are
our
recommended
segment
is
because
they
are
at
a
higher
risk
of
being
killed
or
severely
injured.
According
to
NYC
Pedestrian
Safety
Study
and
AcAon
Plan,
the
rate
at
which
our
target
audience
-­‐
millennial
males
-­‐
is
killed
and
severely
injured
(KSI)
is
the
highest
amongst
all
other
demographic
groups.
21

22. In
the
millennial
age
group
of
18
to
39,
the
rate
of
being
killed
and
severely
injured
(KSI)
is
81
per
10,000,
which
accounts
for
the
majority
of
the
KSI
rate
compared
to
other
age
groups.
The
age
group
of
40-­‐59
comes
in
second,
with
a
KSI
rate
of
66
per
10,000.
For
the
elderly
over
60
years
old,
the
KSI
rate
is
48
per
10,000.
For
children
and
teenagers
under
17
years
old,
the
KSI
rate
is
the
least,
at
41
per
10,000.
Notably,
among
all
the
age
groups,
the
KSI
rate
in
males
is
higher
than
females.
22

23. The
third
reason
for
choosing
“Risky
Pedestrians”
is
due
to
their
sheer
numbers.
This
segment
represents
the
age
of
the
average
New
Yorker
and
is
the
most
populous
segment
in
New
York
City.
23

24. According
to
2010-­‐2014
American
Community
Survey
5-­‐Year
EsAmates,
millennial
(aged
18
to
39)
are
the
largest
group
of
people
in
New
York
City,
accounAng
for
32.2%
of
the
populaAon.
GeneraAon
X
(aged
40
to
59)
come
in
next,
making
up
26.6%
of
the
populaAon.
Whereas
23.8%
of
New
Yorkers
are
GeneraAon
Z
(over
the
age
of
60),
16%
are
the
elderly
over
the
age
of
60.
24

25. Last
but
not
least,
considering
the
effecAveness
of
our
year-­‐long
campaign,
we
think
it
would
be
easier
to
influence
pedestrians.
Given
that
pedestrians
are
abundantly
more
likely
to
be
killed
or
injured
in
a
KSI
crash
than
the
driver
involved,
it
is
likely
that
we
would
be
able
to
get
pedestrians
that
are
at
higher
risk
to
pay
more
aTenAon,
by
tapping
on
the
insAncts
of
self-­‐preservaAon.
25

26. Based
on
the
four
reasons
discussed
above
and
evaluaAons
on
the
other
two
opAons,
we
arrived
at
our
choice
of
target
audience
-­‐
“Risky
Pedestrians”.
We
decided
not
to
target
“InaTenAve
Drivers”
or
“Vulnerable
Pedestrians”
based
on
perceived
effecAveness.
As
for
children
and
the
elderly,
based
on
their
limited
consumpAon
of
media,
they
would
be
harder
to
reach
and
with
our
limited
Ameframe
and
budget,
would
not
be
the
best
segment
to
target
in
order
to
meet
our
desired
intent.
Talking
about
their
behavior,
from
our
observaAon,
they
are
generally
cauAous.
Children
and
kids
normally
get
more
protecAon.
As
to
“InaTenAve
Drivers”,
it
is
hard
to
influence
them
and
change
their
aktude.
It
is
an
uphill
task
to
convince
drivers
that
certain
behaviors
they
engage
in
are
dangerous.
In
most
cases,
they
are
not
aware
of
their
carelessness.
Moreover,
as
we
have
established,
car
owners
in
New
York
City
do
not
drive
regularly
enough
to
jusAfy
the
specific
targeAng.
26

27. This
is
Tony
on
his
normal
weekday
rouAne.
The
30-­‐year-­‐old
single
takes
the
subway
everyday,
travelling
from
his
shared
apartment
in
Brooklyn
to
his
office
in
downtown
ManhaTan.
Ader
gekng
off
the
train,
he
grabs
a
coffee
in
Starbucks
on
the
way
to
office.
While
he
is
waiAng
for
the
coffee,
work
emails
are
already
streaming
in.
“Damn!
Tons
of
working
emails!
Another
busy
day
ahead,”
Tony
thinks.
The
office
is
several
blocks
away
from
the
coffee
shop.
He
walks
at
a
fast
pace
while
checking
the
phone
all
the
Ame,
with
his
earphones
on,
tuned
in
to
the
latest
chart-­‐toppers.
Regardless
of
the
traffic
signal,
he
has
a
habit
of
crossing
the
street
anyway,
without
looking
around
to
check
the
traffic
and
without
following
the
zebra
lines.
He
keeps
his
head
down
focused
on
his
phone,
thinking
about
the
tasks
for
the
day.
“WaiAng
for
the
light
is
such
a
waste
of
Ame!”
he
thinks.
In
the
office
area,
stress
is
wriTen
on
their
faces.
The
ambiAon
to
succeed
drives
them.
The
fast
pace
of
life
makes
every
minute
precious.
As
the
work
day
draws
to
an
end,
Tony
admires
the
skyline
from
his
office.
“Such
a
busy
city!
Maybe
I
need
Ame
to
relax
and
find
a
date,”
he
thinks
to
himself.
As
a
moAvaAon,
he
leaves
the
office
and
rushes
again.
But
this
Ame,
his
desAnaAon
is
the
gym.
What
does
not
change
is
his
fast
pace
and
impaAence
when
it
comes
to
the
traffic
signal.
27

28. Considering
the
advantages
and
limitaAons
we
foresaw
when
considering
the
effect
of
our
campaign
on
the
target
audience,
Risky
Pedestrians,
we
created
the
following
SMART
goal
to
serve
as
our
campaign
objecAve:
To
change
pedestrian
street-­‐crossing
behavior
that
would
lead
to
a
reducAon
of
traffic-­‐related
deaths
in
NYC
by
20%
as
compared
to
2016
before
the
end
of
2017.
We
felt
that
our
objecAve
was
specific
and
measureable
in
its
intenAon
because
it
outlined
our
desired
outcome
and
offered
a
metric
to
gauge
its
success.
Furthermore,
through
assessing
trends
in
New
York
traffic
fataliAes
over
the
past
2
years
and
projecAng
even
further
decline
in
2016,
we
feel
that
our
goal
is
aTainable
as
it
follows
the
precedent
set
by
the
negaAve
tendencies
in
the
data.
Finally,
we
feel
that
our
objecAve
is
relevant
to
the
overall
goal
of
Vision
Zero
as
they
are
part
and
parcel
of
one
another,
and
the
fact
that
our
campaign
is
slated
to
span
a
single
year
makes
it
clearly
Ame-­‐based.
28

29. Regarding
the
rest
of
our
creaAve
brief,
we
chose
to
target
the
Risky
Pedestrians
segment,
as
previously
state,
due
to
their
prevalence,
high-­‐risk
status,
and
compelling
impetus
to
change
their
behavior.
In
concordance
with
our
campaign
objecAve,
the
role
of
our
communicaAon
strategy
is
to
encourage
our
target
audience
to
change
their
street-­‐crossing
behavior
and
pay
aTenAon.
To
do
this,
we
aim
to
focus
our
messaging
to
speak
to
the
core
direcAve
of
those
in
our
target
audience.
The
raAonale
behind
our
messaging
is
the
idea
that
if
we
can
appeal
to
the
innate
“masculinity”
and
“need
to
survive”
of
our
target
audience,
we
can
get
their
aTenAon
and
enact
a
fundamental
change.
Through
further
audience
analysis,
we
concluded
that
the
aTenAon
of
our
target
audience
could
best
be
captured
with
blunt,
pragmaAc
messages
and
dark
humor.
With
“Defend
Yourself”
as
the
overarching
message
of
our
campaign,
we
feel
that
we
will
be
able
to
reach
our
targets
in
a
relatable
way
that
feels
funny
and
familiar
yet
poignant
and
provoking.
29

30. With
taglines
such
as
“Life
comes
at
you
hard.
Cars
come
at
you
harder,”
or
“The
light
said
walk.
You
got
hit
by
a
speeding
car
anyway.
Talk
about
a
sucker
punch”
we
hope
to
appeal
to
the
dark
sense
humor
our
audience
is
known
to
have.
With
taglines
like
“Cross
and
tackle,”
or
“Bob
and
weave,”
both
parodies
of
popular
sports
adages,
we
hope
to
spark
a
sense
of
familiarity
and
nostalgia
within
our
target
audience.
Finally,
with
taglines
such
as
“Hit
the
streets.
Literally”
and
“Put
your
dukes
up.
Eyes
too,”
we
hope
to
appeal
to
the
need
to
survive
of
our
target
audience.
By
dispensing
cut
and
dry
messages
that
encapsulate
the
core
of
our
target
audience,
we
hope
that
they
will
idenAfy
with
the
adverAsements
put
forth
and
ulAmately
call
these
message
to
memory
as
they
go
about
their
daily
lives.
30

31. Concerning
the
stylisAc
elements
of
our
campaign,
we
aim
to
draw
on
the
messaging
to
inform
the
design.
To
realize
the
concept
of
nostalgia,
we
will
employ
vintage
fonts
and
black
and
white
images.
To
establish
the
tone
for
dark
humor,
our
color
paleTe
draws
from
the
black
and
white
images
employed
but
also
includes
red
to
catch
the
eye
and
prompt
onlookers
to
stop
and
intake
the
adverAsement.
Finally,
to
appeal
to
the
need
to
survive
of
our
target
audience,
we
will
cut
in
vintage
images
of
men
engaged
in
acAon
shots
from
sports
photographs
straight
out
of
the
annals
of
Americana.
Envision
a
vintage
bare-­‐knuckle
boxer
or
old-­‐Ame
football
player,
ball
in
hand,
crossing
the
street
in
modern
day
New
York.
With
fascinaAng
images
such
as
these
we
hope
to
catch
the
aTenAon
of
those
in
our
target
audience
long
enough
for
them
to
read
the
copy
of
the
adverAsement
and
internalize
the
“defense”
message.
31

32. Bus
Shelter
AdverAsement
32

33. Internal
Subway
AdverAsement
33

34. Taxi-­‐top
AdverAsement
34

35. Sponsored
Instagram
AdverAsement
35

36. For
our
messages
to
get
through
all
the
noise
and
reach
fast-­‐paced
New
Yorkers,
we
have
developed
a
comprehensive
media
strategy
that
covers
paid,
owned,
shared
and
earned
media.
For
paid
media,
we
will
focus
on
out-­‐of-­‐home
media
and
social
media
sponsored
ads.
For
owned
media,
Vision
Zero’s
official
website
and
social
media
accounts
will
be
revamped
and
uAlized
to
publish
any
official
informaAon
from
the
Vision
Zero
Task
Force.
In
addiAon
to
the
“Beat
the
Streets”
outdoor
challenge
we
have
as
the
focal
point
of
our
earned
media
strategy,
the
content
we
create
on
our
own
social
media
will
boost
shared
media.
For
earned
media,
we
will
try
to
get
more
features
on
newspapers
and
magazines,
as
well
as
celebrity
endorsements.
36

37. For
paid
media,
we
will
direct
most
resources
on
out-­‐of-­‐home
media
and
social
media
sponsored
ads
because
those
are
the
best
media
to
target
our
audience.
Considering
our
budget
limit,
paid
media
will
start
in
late
May
to
create
hype
for
our
event
in
June.
For
paid
media,
we
will
put
up
staAc
ads
on
bus
shelters
and
wallscapes.
We
will
also
create
bus
warps,
taxi
wraps,
and
subway
interiors
to
increase
daily
touch
points,
especially
during
month
of
our
“Beat
the
Streets”
event.
Another
large
part
of
our
budget
will
go
to
sponsored
ads
on
social
media.
About
a
month
before
the
event,
we
will
cast
ads
on
social
media
targeAng
our
audience.
On
the
event
day,
we
will
buy
“TwiTer
trend”,
a
hash
tag-­‐driven
topic
that
is
immediately
popular
at
a
parAcular
Ame,
along
with
TwiTer
ads.
We
will
also
push
the
“Beat
the
Streets”
challenge
on
Snapchat
Discovery
to
increase
exposure.
We
will
create
Snapchat
geo-­‐filters
for
the
event
to
improve
audience
engagement.
37

38. Riding
on
the
Ade
built
by
paid
media,
we
will
put
on
our
“Beat
the
Streets”
event
at
the
end
of
June.
“Beat
the
Streets”
will
be
an
interacAve
obstacle
challenge
that
mocks
and
exaggerates
the
scenario
of
crossing
the
street,
inspired
but
popular
outdoor
challenge
style
events
like
Tough
Mudder,
Iron
Man,
The
Spartan
Race,
and
television
programs
like
American
Ninja
Warrior.
It
will
be
in
a
populous
open
area
where
people
can
see
when
they
walk
by.
38

39. For
earned
media,
we
aim
to
generate
more
features
in
forms
of
media
that
our
target
audience
has
regular
access
to.
For
newspapers,
we
will
try
to
get
coverage
in
the
health
secAons
of
the
New
York
Times
and
Washington
Post.
For
magazines,
we
will
try
to
get
coverage
in
lifestyle
magazine
like
Time
Out
New
York,
or
men’s
style
magazine
like
GQ.
For
TV,
we
will
try
to
gain
exposure
on
nightly
shows
or
ESPN.
39

40. Based
on
the
foundaAon
we
laid
through
owned
media
and
paid
media,
we
expect
that
during
the
month
of
the
event,
people
will
be
paying
aTenAon
to
the
name
“Vision
Zero”,
and
acAvely
parAcipate
in
our
event,
post
their
experience
and
thoughts
online,
and
share
with
the
online
community.
Shared
media
will
be
generated
through
social
media,
including
Facebook
shares,
retweets,
tweets
under
our
campaign
hashtags,
and
using
our
Snapchat
geo-­‐filters.
40

41. Currently
the
Vision
Zero
New
York
website
features
has
facts,
reports,
and
governmental
statements.
We
feel
that
it
needs
more
content
and
engaging
stories
that
will
aTract
our
target
audience.
We
propose
dividing
the
homepage
into
segments
where
it
displays
the
objecAve,
our
campaign
tagline,
and
social
media
feeds.
The
website
will
funcAon
as
a
storage
place
for
all
of
our
campaign
content.
Visitors
would
also
be
able
to
go
to
social
media
plavorms
through
the
website
to
share
and
further
engage.
For
our
YouTube
channel,
we
will
start
making
videos
using
our
tagline
two
months
before
the
event
launch.
During
and
ader
the
event,
we
will
encourage
people
to
send
us
videos
of
themselves
compleAng
the
“Beat
the
Streets”
challenge.
41

42. We
will
start
building
content
at
the
beginning
of
January
with
owned
social
media,
so
that
by
May,
we
will
have
a
firm
foundaAon
of
content
on
our
owned
media
channels.
Towards
the
end
of
May,
we
will
push
Vision
Zero
ads
aggressively
so
our
target
audience
can
see
our
mark
everywhere:
whether
they’re
walking
on
the
street,
sikng
at
the
bus
shelter,
watching
a
moving
taxi
or
bus,
and
randomly
looking
up
at
the
wall.
When
they’re
on
social
media,
we’ll
be
everywhere
as
well.
When
the
“Beat
the
Streets”
challenge
finally
comes
in
the
end
of
June,
people
will
be
already
very
much
aware
of
this
campaign
and
ready
to
join
the
challenge.
Ader
June,
the
paid
media
planning
will
pause
and
we
will
focus
on
generaAng
earned
and
shared
media.
In
August,
we
will
do
a
mid-­‐term
evaluaAon
of
the
campaign’s
reach.
For
the
holiday
season
in
December
and
November,
we
will
resume
out-­‐of-­‐home
media,
as
this
is
a
high
fatality
season.
At
the
end
of
2017,
we
will
do
another
evaluaAon.
42

43. For
the
$2
million
budget,
$500,000
will
be
spent
on
event
execuAon;
the
other
$1.5
million
will
be
spent
on
paid
media.
Below
is
a
breakdown
of
each
media
buying
cost.
Out-­‐of-­‐Home
Media
|
Event
(4
weeks)
$430,000
Bus
Shelter:
*300/ad
*
100
=
$30,000
Taxi
Full
Wrap:
$
1000/ad
*
100
=
$100,000
Subway
Interior
Ads:
$100/ad
*
1000
=
$100,000
Bus
Wrap
(“King
Kong”
size):
$2000/bus
*
100
=
$200,000
Wallscape:
4
units
=
$
57,000
Out-­‐of-­‐Home
Media
|
Holiday
Season
(4
weeks)
$430,000
Bus
Shelter:
*300/ad
*
100
=
$30,000
Taxi
Full
Wrap:
$
1000/ad
*
100
=
$100,000
Subway
Interior
Ads:
$100/ad
*
1000
=
$100,000
Bus
Wrap
(“King
Kong”
size):
$2000/bus
*
100
=
$200,000
Wallscape:
4
units
=
$
57,000
Social
Media
Sponsored
Ads
(52
months)
$505,050
Facebook:
$0.27/click
*
30,000clicks
*
30days
=
$
243,000
TwiEer
Trend:
$
200,000/day
TwiEer
Ads:
$1/engagement
*
100*
30
days=
$3,000
Snapchat
Discovery:
$
50,000/day
Snapchat
Geo-­‐filter:
$
50
YouTube
Video
ProducMon:
$9000
43

44. We
expect
our
campaign
to
bring
about
3
changes.
First,
we
expect
a
behavior
shid
from
our
campaign’s
target
audiences.
We
expect
them
to
change
their
street-­‐crossing
behaviors,
that
is,
to
watch
out
and
look
around
every
Ame
before
crossing
the
street,
and
to
not
stare
at
their
phones
when
crossing
the
street.
Second,
we
expect
our
target
audiences
to
share
the
content
and
ulAmately
become
influencers
among
their
peers.
Our
strategic
message
“Defend
yourself”
is
fun
and
shareable,
so
we
anAcipate
that
millennial
males
would
share
the
content
in
their
social
circles.
Moreover,
they
could
become
posiAve
influencers
who
won’t
follow
jaywalkers
but
instead
become
an
agent
of
social
change.
Third,
we
expect
an
increase
in
public
awareness.
Ader
the
campaign,
we
expect
more
people
to
know
what
Vision
Zero
stands
for
and
be
supporAve
of
its
campaign
goals.
This
would
help
boost
parAcipaAon
rates
for
future
campaigns,
where
more
people
will
get
involved
voluntarily
and
acAvely
parAcipate
in
our
events.
44

45. 45

46. 46

47. 47