Team Red

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❖ Vision Zero Background➢ Mission and Objective➢ Current Situation➢ Population Overview

❖ Segmentation Analysis➢ Segmentation methods➢ Three Top Targets

❖ Target Audience➢ Children aged 5-14➢ Key Insights➢ Persona

❖ Communication Execution➢ Core Message➢ Media Channel➢ Audience Action

Background:● Originated in Sweden in 1997● Initiated in NYC in 2014● Action taken: street design, outreach, enforcement, campaign

To eliminate all traffic deaths and serious injuries

MISSION

To reduce traffic-related death by 20% compared to 2016

NEW YORK CITY NEEDS VISION ZERO

loss of life by traffic collisions is both unacceptable and preventable

Current

After Vision Zero was implemented in 2014

Situation

Current

After Vision Zero was implemented in 2014

Situation

Total: 2,280,602Male: 48.45%Female: 51.55%

Total: 2,570,801Male: 47.3%Female: 52.7%

PopulationOverview

Queens

Brooklyn

BrooklynQueens

SegmentationOverview

Taxi Drivers Bus drivers Bicyclist Private vehicle Motorcyclist

Seniors Children General Populationover 65 aged 1-14 between 18-65

DRIVERS SENIORS KIDS

PossibleTargets

TheDrivers

TheDrivers

Demographics:Male, aged 25-34

Geographics:BrooklynQueens

TheDrivers

Psychographics:Lack of empathyRecklessnessImpatience

Behaviors:Unsafe speedingDistractionFailure to yield

TheSeniors

TheSeniors

Seniors – aged 65 years or older – make up 13 percent of the City’s population, yet account for more than a third of pedestrian fatalities.

TheSeniors

Psychographics:Living independentlyHealthFamily

Geographics:BrooklynQueens

Behaviors:Physical impairments affect driving/mobility ability

New York City Kids

New York City Kids

New York City kids – aged 5 – 14 make up 19.5 percent of the City’s population.

New York City Kids

Psychographics:Risk-taker / Dreamer Feeling more than thinking Perceiving more than judging

Geographics:BrooklynQueens

Behaviors:Very activeCrossing without looking both sidesRun the red lightUnsupervised by adults

EvaluatingAudience Segments

KeyInsights

Children’s behaviorsare relatively malleable

Our audience segment is reachable and accessible

KeyInsights

Through them, we can reinforce a safer behavior in both parents and children

KeyInsights

New

Yor

k K

ids

71%of children who die in traffic accidents are 5-14 years old

64%of child motor vehicle-related deaths in NYC are boys.

% of households with monthly income lower than $1500

Brooklyn:

88%of motor-vehicle deaths happen in neighborhoods with high poverty

Queens: 11.8%18.4% risk: 45%

risk: 23%

36% of children died from traffic accidents are African-American

28% of children died from traffic accidents are Hispanic

5.9% are African-American boys (5-14)

6.7% are Hispanic boys (5-14)

of the population

of the population

6.1% of the population are African-American boys (5-14)

7.2% of the population are Hispanic boys (5-14)

• Parents cannot afford a car

• No direct public transportation to destination

Public School 193 (725 East 23rd Street, Brooklyn, NY 11210)

Flatbush Avenue, Brooklyn, NY

Nostrand Avenue & Avenue H, Brooklyn, NY 11210

Don’t crush their dreams.Safe streets save lives.

Core Message

SchoolPartnerships

CampaignExecution

Student ambassadorsCampaignExecution

CommunityOutreach

CampaignExecution

Digital MediaCampaignExecution

Outdoor Media

CampaignExecution

Budget Allocation

21%Partnerships

2%Outreach

67%Media

10%Agency costs

What do wewant ouraudiences to think?

How do wewant ouraudiences to act?

Finally,

we want ouraudiences to share?

what do we

To children aged 5-14 years old,

Vision Zero is the only effective road safety initiative

That offers them thorough education in pedestrian and passenger safety

So they can enjoy a safer childhood and fulfill their future dreams.

POSITIONINGSTATEMENT

Citations[1] Social explorer. (2016, Dec 2). Retrieved from http://www.socialexplorer.com/6f4cdab7a0/explore

[2] David C. Schwebel. (2011, June 17). Child Pedestrian Injury: A Review of Behavioral Risks and Preventive Strategies.

Retrieved from https://www.ncbi.nlm.nih.gov/pmc/articles/PMC3467946/

[3] NYC Health. (2015, April) Understanding Child Injury Deaths: 2003-2012 Child Fatality Review Advisory Team Report.

Retrieved from http://www.nyc.gov/html/visionzero/assets/downloads/pdf/vital-signs-apr2015-team-report.pdf

[4] New York City Department of Health and Mental Hygiene. (2015, April) Understanding Child Injury Deaths: 2003-2012

Child Fatality Review Advisory Team Report. Retrieved from

http://www.nyspcc.org/wp-content/uploads/CFRAT-2014-Report_DataTables_final.pdf

[5] Healthcare Facility Regulation Division/Office of Health Planning, Georgia Department of Community Health. (2016, Jan

26) Federal Poverty Guidelines (FPG) Retrieved from

https://dch.georgia.gov/sites/dch.georgia.gov/files/2016_Federal_Poverty_Guidelines.pdf

Citations[6] Department of City Planning. (2013, Dec) New York City Population Projections by Age/Sex & Borough, 2010-2040.

Retrieved from

http://www1.nyc.gov/assets/planning/download/pdf/data-maps/nyc-population/projections_report_2010_2040.pdf

[7] AARP, (2014, July) State of the 50+ in New York City. Retrieved from

http://www.aarp.org/content/dam/aarp/research/surveys_statistics/general/2014/State-of-the-50-Plus-in-NYC-2014-AARP-res-gen.pdf

[8] Center for an Urban Future. (2013, July). The New Face of New York’s Senior. Retrieved from

https://nycfuture.org/pdf/The-New-Face-of-New-Yorks-Seniors.pdf

[9] Emily Hughes. (2014, April 27). How do you affect your child. Retrieved from

https://my.vanderbilt.edu/developmentalpsychologyblog/2014/04/how-do-you-affect-your-child/

[10] Carl E Pickfardt Ph.D. (2010, Oct 18). Adolescence and the influence of parents. Retrieved from

https://www.psychologytoday.com/blog/surviving-your-childs-adolescence/201010/adolescence-and-the-influence-parents

Citations[11] Dale H. Schunk. (1987, Summer). Peer Models and Children’s Behavioral Change. Retrieved from

http://rer.sagepub.com/content/57/2/149.full.pdf+html

[12] Lisa Nainggolan. (2011, Aug 29). Targeting Children is Best Way to Influence Parents. Retrieved from

http://www.medscape.com/viewarticle/748771

[13] Transportation Alternatives. Vision Zero in New York City: Year Two. Retrieved from

https://www.transalt.org/getinvolved/vision-zero-now/platform

[14] Vision Zero Initiatives. Retrieved from http://www1.nyc.gov/site/visionzero/initiatives/initiatives.page

[15] Vision Zero Year Two Report. (2016, Mar). Retrieved from

http://www1.nyc.gov/assets/visionzero/downloads/pdf/vision-zero-year-two-report.pdf

[16] The New York City Pedestrian Safety Study & Action Plan. (2010, Aug). Retrieved from

http://www.nyc.gov/html/dot/downloads/pdf/nyc_ped_safety_study_action_plan.pdf

Citations[17] Auto Insurance Center. Traffic Accidents In New York City. Retrieved from

http://www.autoinsurancecenter.com/traffic-accidents-in-new-york-city.htm

[18] The New York City Pedestrian Safety Study & Action Plan. Retrieved from

http://www.nyc.gov/html/dot/html/pedestrians/pedsafetyreport.shtml

[19] Car Ownership in U.S. Cities Map. Retrieved from

http://www.governing.com/gov-data/car-ownership-numbers-of-vehicles-by-city-map.html

[20] Facts and Statistics. Retrieved from http://www.distraction.gov/stats-research-laws/facts-and-statistics.html

[21] Top 10 Causes of Distracted Driving – and What They All Have in Common

https://safestart.com/news/top-10-causes-distracted-driving-and-what-they-all-have-common