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Situational Analysis

-As gas prices rise and the reality of global warming sets intothe American public, progressive cities like Boston havereceived an influx of bicyclists.-Some main streets have bicycle paths, but presently themajority of the city's streets force cyclists to share the road with

motorists.-Public transit exists in Boston, but is notoriously congestedand ends at an early hour. As result, many young people haveresolved to bike to get around the city in an economicallyfriendly way.-Because biking in Boston is a relatively new trend, policeofficers are not trained in enforcing bike laws in the city.-The city of Boston allows for a "critical mass" (sort of a biking-holiday), and there are some groups (like the Boston Cyclist's

Union) that work to protect bikers in the city.

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Bike Laws in Massachusetts

-Permit and protect cyclists on all major roads (exceptfreeways, highways, and specified sidewalks)-Require cyclists to obey the same traffic laws motorists mustobey (includes signaling)-Require all cyclists to equip their bicycles with proper reflectorsand equipment to maintain visibility on roads

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Publics

Primary1.Bikers/cyclists2.Motorists/vehicle owners

Secondary1.Pedestrians2.Boston Police Department3.Massachusetts government

officials How do these publics relate to

each other?

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History

Ben

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Research Plan....

Research recorded bicycle accidents in bostonInterview Boston police and Boston Cab driversInterview Boston cyclists and pedicab driversResearch similar casesResearch Bike laws

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Goal

To provide security for bicyclists and motoristsas they travel through the Boston area onroadways.

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Objectives

Reduce road accidents between bicycles and vehicles by20%

Influence a strong comprehension of road rules for bothcyclists and motorists

More state-funded street signs, road lanes, and traffic

lights Increase amount of bikers in boston

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Difficulties

An immediate difficulty is the neutral standpoint that we are

attempting to maintain. It is extremely difficult to please twocrowds-- to defend one without irritating the other. For example,because motorists are "stronger," cyclists tend to be moreseriously injured in accidents and are much easier to defend,even when they might be at fault. Cyclists are rarely expectedto follow road rules by anyone other than irritatedand aggravated drivers.

Another challenge arethese aggravated drivers; cyclists areaware that they can't get rid of cars. Because cyclists are

relatively new to the streets though, motorists have everydesire to simply be rid of them. It would be far more difficult tohave them participate in any peace-making sort of deal.

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Programming and Communication

In order to reach the proper publics, we must make sure wecommunicate effectively.

-Must use new media-Must use "old" media-Must communicate "IRL" for an emotional impact!

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Con't...Cyclists...

Cyclists are typically younger and more comfortable with newmedia. "New Media" tactics will primarily target bicyclists.

Cyclists must have a reason to listen!-Stunts will reach bicyclists emotionally-Bike Shops and Bike-Community hot spots must help togenerate buzz about campaign

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Con't...Motorists....

ben

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Con't... other publics....

Latent Public: Pedestrians and motorist who only occasionallyvisit the city of Boston.

Intervening: Bostonbiker.org, Boston cyclist Union,Ghostbikes.com

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Measurement of Success Measurement of Relationships

o Survey Primary Publics for Road Security Satisfaction

periodicallyo Communication with the Boston Police Department

Ticketing information Check to see if the BPD increased regulation

Feedback Upkeepo Facebook/ Twitter forums and discussion boardso News Outletso Respond to letters, Phone calls, Complaints

Crash/Accident Statisticso Check for decline over time

Areas where signage was improved Amount of Views on PSA and check Comments

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Sources