operation lifesaver and the federal transit administration

O P E R A T I O N L I F E S A V E R A N D T H E F E D E R A L T R A N S I T A D M I N I S T R A T I O N P A R T N E R S H I P

C A T H Y G I L L E N , O L I C O N S U L T A N TJ U N E 2 7 , 2 0 1 2

OLI/FTA Partnership

Historyy

First pilot programs took place in 2007 in:Austin, TX with CapMETRONew Jersey – New Jersey TransitCharlotte, NC – CATSSt. Louis, MO

North Star in MNNorth Star in MNSound Transit – Seattle, WA

OLI/FTA Partnership

2011 – 2012 Transit Agencies Selected for 2011 2012 Transit Agencies Selected for Grants to Date:Memphis, TNp ,

Phoenix, AZ

Portland ORPortland, OR

Salt Lake City, UT

Denton, TX

Atlanta, GA ,

MATA (Memphis) Partnership

• Largest transit operator in the state of TN;

• 40,000 riders each weekday throughout Memphis & surrounding areas;Memphis & surrounding areas;

• 244 transit vehicles including paratransit vans,vintage rail trolleys & conventional accessible vintage rail trolleys & conventional accessible buses;

MATA (Memphis) Partnership

• MATA serves 4 cities in Shelby County & West 4 y yMemphis in Arkansas;

• Authentic vintage trolleys to downtown's most notable attractions & view of Mississippi River along the Riverfront;

• 35 trolley station/stops.

OLI/FTA Partnership - MATA

Memphis Overview and ActivitiespSent new OLI trespass posters to MATA for use by

colleges along trolley line; colleges along trolley line;

Presented to all of the 1st grade at the downtown

Memphis school;

Plan to train museum volunteers;

Printed 5,000 card board cut out banks in the shape of trolley

cars.


Permanent display at Permanent display at

Memphis Railroad

Museum


Wall display is 139.5 inches wide, 91 inches tall & t d t f th ll 12 16 i hstands out away from the wall 12-16 inches;

Mounted above display are a set of flashing railroad p y gcrossing lights;

Standing in front of the display & to side is a clear Standing in front of the display & to side is a clear display stand which holds safety brochures, coloring books & the trolley car pop-up;

Also features the TNOL State Coordinator & OLI contact information;


Display features large picture of trolley car & p y g p yseveral small pictures showing historical background of the trolley system;

Also gives brief history of OL, logo & list of Safety Tips;

Illustration is also provided along with safety tips, pointing out each tip.


TNOL State Coordinator and Memphis area Volunteer TNOL State Coordinator and Memphis area Volunteer Presenters attended Grand Opening on May 12;

Over 1,000 people attended;

Over 30,000 more are expected to visit by end of 2012;

Press release was issued;


TNOL will continue to provide safety materials to museum & has supplied them with OL videos for future use;

TNOL V l t P t ill l id t ti TNOL Volunteer Presenters will also provide presentations to groups as needed by the museum until Operation Lifesaver Presenter Training classes can be provided to museum employees (training to occur in 2013).

OLI/FTA Partnership – Valley Metro

Target Audiences College Students at the ASU campus Downtown Phoenix Residents Downtown Commuters Downtown Commuters

Goals Goals Educate about dangers that occur along the light rail

system if certain safety precautions are not taken;

Reduce and prevent incidents, injuries & fatalities with passenger vehicles & pedestrians along the LR system.p g p g y

Valley Metro Partnership

Phoenix Overview and Activities – July 23 – Dec. ‘12

Purchasing 3 center LR train wraps with “Dying to Get There” logo to remind people not to cross tracks improperly;logo to remind people not to cross tracks improperly;

Television PSAs – 2, 30 second spots;

Working with Clear Channel radio to run verbal PSAs for free;Working with Clear Channel radio to run verbal PSAs for free;

Posters for boarding locations & at the ASU campus/ area;

Facebook Page other Social Media; Facebook Page, other Social Media;

Linking AZ Illustrated (PBS TV and radio in Tucson) with sister station at ASU Campus. station at ASU Campus.

Valley Metro/AZ OL PSA

http://keyproductionstv.com/mainsite/clients/Metrp // yp / / /oLightRail.html

OLI/FTA Partnership

Portland Tri-Met Overview New online & social media safety

outreach marketing campaign targeting 18-34-year-old male outreach marketing campaign targeting 18 34 year old male

riders (who are also pedestrians) in the Portland metro area.

Obj ti d i & lli i ith d t i Objective - reduce near misses & collisions with pedestrians.

Plan was to gain attention & participation; increase awareness

of the risks of distracted behavior, get them thinking &

generate public awareness of the problem.

OLI/FTA Partnership – Tri-Met

Time Frame W k• 4 Weeks

Target Audience Males 18-34 within 25 miles of the downtown Portland area;

Majority (63%) of MAX collisions with pedestrians & bicycles were male;male;

Majority of risky behavior displayed by males (62%), as well as inattentive behavior (64%).( 4 )

Advertising Message Stay alert. Stay alive. Stay alert. Stay alive.

Tri-Met Partnership

Facebook and online (Oregon Live) display ads** Click-through website to quiz with 2 safety questions:

What risky behavior may lead to serious harm?y y Stepping into a crosswalk while on a mobile phone or smartphone Stepping into a crosswalk while listening to an ipod Holding hands Both a & b

Almost 5,000 pedestrians are killed every year. What % of 5, p y yhad a BAC level at or above the illegal limit? 53% 36% 28%

Tri-Met Partnership

Online leader board ad seen on OregonLive.com g

Tri-Met Partnership

KGW com AdKGW.com Ad

Tri-Met Partnership

Tri-Met Partnership

Winners won a $200 TicketMaster gift card; Timbers tixTimbers tix

743 people took quiz & entered contest;More people clicked through to the quiz More people clicked through to the quiz

than actually entered the 2 questions;Completion rate about 20 percent Completion rate about 20 percent.

Tri-Met Partnership

Additional Tactics

Non-traditional print ads: Placed ads with Water Closet Media, a company that places ads in bathrooms in various venues.

Television ads: Placed TV ads on KGW (news Channel 8) to enhance the KGW.com ad as well as the app ads. Featured ad was Operation Lifesaver’s Stay Alert. Stay Alive.

Tri-Met Partnership

Recommendations for Future Social Marketing Campaigns

Second wave of Facebook adsLanding page with safety information for the contestReviewing & changing questions

C ti F b k d f “F i d f F ” dCreating Facebook ads of “Friend of Fan” adsRedesigning the Facebook adsRepeating the OregonLive & KGW com (news & sports Repeating the OregonLive & KGW.com (news & sports

pages) online ads

Tri-Met Partnership

Costs

Total cost was $13,500Total cost was $13,500OLI/FTA grant of $7,500

T i t id i i b l f $Tri-met paid remaining balance of $5,500Tri-Met also paid for “Be Alert” television

ads during the same period for $21K

OLI/FTA Partnership – TRAX

UTA Overview and ActivitiesCo-sponsored UTA/OLI Pedestrian/

Rail Safety Symposium on November 16 –y y p

more than 160 people attended;

Trained four new UTA employees as presenters Trained four new UTA employees as presenters

(November 2 and 3, 2011);

D i d d d & l h d P bli S i Designed, produced & launched new Public Service

campaign that focuses on the “Second Train”;

UTA TRAX/UT OL Partnership

UTA TRAX/UT OL Partnership

Campaign from Nov. 30 – Dec. 24 Included:Campaign from Nov. 30 Dec. 24 Included:

• Radio Advertisementsiff i l• 3 Different TV Commercials

• Billboards• Exterior TRAX Advertisements• Exterior TRAX Train Wraps• New Signs at TRAX & FrontRunner Stations• News Conference• News Conference• Facebook & Twitter• UTA Safety Platform Blitz on January 24, 2012

OLI/FTA Partnership – Denton, TX

Denton County Transportation Authority (DCTA) provides y p y ( ) pcommuter rail service connecting passengers from Downtown Denton Transit Center to Carollton, TX;

• Provides access to DART’s Green line for travel into Downtown Dallas, TX approximately 43 miles away;

• DCTA commuter line, A-train includes 5 A-train stops & stop at Dallas Area Rapid Transit’s (DART) Station in p p ( )Carrollton;

OLI/FTA Partnership – Denton, TX

• Serves 1 600 riders each weekday with extended service Serves 1,600 riders each weekday with extended service on Friday nights & Saturdays;

S i th h id ti l i hb h d & l t • Service runs through residential neighborhoods & close to schools, apartment complexes & trailer parks;

• Also serves students & visitorsto three area colleges –University of North Texas University of North Texas, Texas Women’s University & North Central Texas College.

DCTA Partnership

Texas Operation Lifesaver (TX OL) and Texas Operation Lifesaver (TX OL) and DCTA History

h k d h il TX OL & DCTA have worked together to promote rail safety since prior to June ‘11 launch of the A-train;

Since March, partnered on message development for “Consider the Impact,” campaign which uses powerful statistics & everyday objects such as a soda can & a y y jtomato to underscore consequences of unsafe activities around rail crossings, along railroad tracks & at rail platforms;

DCTA Partnership

DCTA Partnership

Now taking “Consider the Impact” campaign to g p p gDCTA’s transit riders, as well as motorists & pedestrians in the areas along the system;

DCTA also partnering with Trinity Railway Express (TRE) & Herzog Transit Services, Inc. on campaign t d li t TRE id b t to deliver same message to TRE corridor between Dallas & Fort Worth;Pl i t h i ith th il ti Plan is to share campaign with other rail properties to further advance message beyond the Dallas-Fort Worth Metroplex Worth Metroplex.

DCTA Partnership

Increase public awareness through “Consider the p gImpact” campaign through the use of: Internet advertising (Digital banner ads, Facebook ads); Print ads (Kid Life publication & A-train magazine);( p g ); Social media messages (Facebook & Twitter); Direct Mail (schools, daycares & community organizations); Radio PSAs; Radio PSAs; At-station platform decals; Continued community presentations; Community event participation; Community event participation; Community-wide rail safety presentations; Proclamations from area municipalities & governmental

entities. entities.

DCTA Partnership

$7 500 grant from FTA/OLI will allow DCTA to $7,500 grant from FTA/OLI will allow DCTA to implement additional strategies to promote the campaign;

With grant, DCTA will have the ability to afford production & placement of a billboard in a high visible area along the A-train corridor;visible area along the A train corridor;

Variety of options available along I-35 E corridor which runs parallel to A-train corridor;

I-35E is high traffic area & will receive large number of impressions to further promote rail safety messagemessage.

MARTA (Atlanta) Partnership

New Campaignp g

Creating New Distraction Back of Bus Adsg

Bad Move posters in buses & on trainsp

CapMETRO in Austin, TX

Pl U “Sh k” B Ad i N C iPlans to Use “Shark” Banner Ads in New Campaign

Passenger Rail on OLI Website

Work continuing on passenger rail section of OLI website; To improve readability of the landing page, page was refreshed,

reducing amount of copy & adding video safety tips on distraction &platform safety;

Passenger Rail on OLI Website

Passenger Rail Safety landing page views were up g y g p g p21% from the first to second quarters of 2012;

Majority of visitors spent additional time on other site pages, including other pages linked to the landing page;

Promoting the passenger rail page in social media including Facebook, Twitter and Pinterest.

OLI/FTA Partnership

Additional Grant Activities

E hibit d t St d t A i t D t ti D i i (SADD) Exhibited at Students Against Destructive Decisions (SADD)

Conference in July ‘11 in Chicago

Goal - reach driver’s education teachers and others in schools to include Goal reach driver s education teachers and others in schools to include

rail safety in their education outreach and campaigns.

Exhibited at APTA Conference

in Oct. ‘ 11 in New Orleans

14,000 people

Met transit agency officials and

let them know we are available to assist

with safety campaigns with safety campaigns.

OLI/FTA Partnership

Additional Activities, continued

Continuing to Integrate Passenger Rail on OLI’s Website -

http://oli.org/about-us/passenger-rail-safetyhttp://oli.org/about us/passenger rail safety

Added a Best Practices section & distributed press release

about new section of the website to trade press.

Securing placement of distracted pedestrian PSA on Marylandg p p y

Mass Transit Administration website.

OLI/FTA Partnership

The Future 2012 -2013 funding has been approved Proposed work plan has been sent to FTA for approval

A k i i l d Areas to work in include: More state grants Partnership with National Organizations for Youth Safety (NOYS) p g y

on distracted driving/distracted pedestrian campaign for youth; New transit safety materials; Continued work on transit section of websiteContinued work on transit section of website Participation at trade shows and conferences

Questions/CommentsQ /Cathy Gillen

(443) [email protected]

operation lifesaver and the federal transit administration

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