move it creative brief (miami-dade county)

Public Education Campaign

Summary

Synopsis of the utilized advertising and a breakdown of the creative brief.

Viewing of associated media coverage. Overview of added value outlets. Review of success metrics. Conclusion.

Advertising Overview

Outline of utilized mediums:Print: English, Spanish and CreoleRadio: English, Spanish and CreoleTelevision: English and SpanishOutdoor: EnglishOnline: EnglishCollateral: English, Spanish and Creole

Print: English

Print: Spanish

Print: Creole

Outdoor: Billboards

Outdoor: Bus Backs

Outdoor: Bus Shelter/Tollbooth

Outdoor: Interior Bus Poster

Outdoor: Interior Rail Poster

Herald Online: Flash/Cube/Rectangle Ads

Herald Online: Email Push

Online: MDC Portal

Online: MOVN Homepage

Online: Miami-Dade TV On-Demand

Collateral: English

Collateral: Spanish

Collateral: Creole

Media Coverage OverviewTelevision:

Print/Online:

Media Exposure: Television

Media Exposure: Print

Added Value Overview 3-1-1 Radio Shows: English, Spanish and

Creole Greater Miami Chamber of Commerce

Newsletter Miami-Dade Now Miami-Dade TV/On-Demand: English and

Spanish Outreach to Miami-Dade Public Schools

Driver Education Program

Added Value: 3-1-1 Radio WMBM-English:

Guest: Lieutenant Pat Santangelo-FHP & Lieutenant Tony Perez-MDPD.

Date: Thursday, May 10th, 2007 Time: 10:00 - 10:30 a.m. The show aired on May 24th, 2007.

WAQI-Spanish: Guests: Mayor Carlos Alvarez and Chairman Bruno A. Barreiro Date: Wednesday, May 9th, 2007 Time: 7:30 p.m. - 8:00 p.m. Live Recording.

WRHB-Creole: Guest: Trooper Jackson Morisseau-FHP. Date: Monday, May 7th, 2007 Time: 10:30 a.m. Live Recording.

Added Value: Newsletter

"MOVE IT, YES YOU CAN!"Those five words can make a big impact on our roadways, but your help is needed. The Greater Miami Chamber supports our friends at Miami-Dade County, CITT (Citizens' Independent Transportation Trust), MDX (Miami Dade Expressway Authority), MOVN (Meeting Our Vehicular Needs), and Comcast by helping spread the word on the "Move It, Yes You Can" educational campaign. The goal of the public awareness initiative is to educate the public on their role in decreasing traffic congestion. In the event of a minor traffic crash where there are no injuries and the vehicle can be moved, the general public is required, by Florida Law, to move vehicles out of the travel lanes. Both law enforcement and insurance companies agree that your vehicle should be moved to a safe place. Please visit www.miamidade.gov/movn or call 3-1-1 for more information.

Added Value: Miami-Dade Now More than 100,000 copies of Miami-Dade Now were

distributed Countywide in May 2007.

Added Value: Miami-Dade TV/On-Demand

A segment on the campaign was done on the County newscast Miami-Dade Now and Miami-Dade Ahora.  Lieutenant Pat Santangelo of FHP did the English

interview segment. Lieutenant Tony Perez of MDPD did the Spanish

interview segment.  The shows aired for two weeks on Miami-Dade

TV.

Added Value: Outreach Lieutenant Pat Santangelo of FHP worked directly

with the Supervisor for Driver Education in the Division of Life Skills within Miami-Dade Public Schools. Highlights include: A formal presentation given to Coral Gables Senior

High School driver education students on May 8th, 2007.

Topics covered included the “Move It, Yes You Can!” public education campaign, the associated message and relevant statistical information.

Campaign collateral was distributed to the students and the presentation was recorded for future usage.

Success Metrics The four desired results of this campaign are to:

Raise awareness of basic issues related to the campaign and the safety precautions that should be adhered to.

Modify the behavior of the target audience. Reduce traffic congestion. Sustain the above over the long-term.

Conclusion A comprehensive public education campaign has

been successfully executed thereby providing drivers countywide with a newfound awareness of what can be done to help ease traffic congestion.

Awareness was delivered on time and within budget via a clear, concise and consistent public message through a multitude of high exposure mediums.