Communication That Works Communication That Works

Andy Hamilton, WalkSanDiego Andy Hamilton, WalkSanDiego Molly O’Reilly, Idaho SRTSMolly O’Reilly, Idaho SRTS Ian Thomas, PedNet Coalition Ian Thomas, PedNet Coalition Wendy Landman, WalkBostonWendy Landman, WalkBoston

California Focus Group StudyCalifornia Focus Group Study

ActionMedia.orgActionMedia.org Issue: Setting Regional GHG TargetsIssue: Setting Regional GHG TargetsConclusion: Get personal.Conclusion: Get personal.

Address OutcomesAddress Outcomes

Talk about resultsTalk about results Impact on people’s daily livesImpact on people’s daily lives

Taxpayer costsTaxpayer costsIndividual healthIndividual healthTransportation choicesTransportation choicesAccess to jobs, opportunitiesAccess to jobs, opportunitiesOpen space and farm preservationOpen space and farm preservation

Avoid “Greater Good” AngleAvoid “Greater Good” Angle

People care about health, financial People care about health, financial well-being, and quality of life.well-being, and quality of life.

Environment is a secondary concern, Environment is a secondary concern, if at all.if at all.

Point to Known ExamplesPoint to Known Examples““Shouldn’t every main street be as Shouldn’t every main street be as

accessible as La Jolla Blvd?”accessible as La Jolla Blvd?”

““Portland is so nice because of Portland is so nice because of effective policies it adopted.”effective policies it adopted.”

““Every school can have public Every school can have public art like you see at Rosa Parks art like you see at Rosa Parks

Elementary.”Elementary.”

Appeal to Values, Avoid Hot Appeal to Values, Avoid Hot ButtonsButtons

Bad: “Low-income people should Bad: “Low-income people should enjoy the benefits too.”enjoy the benefits too.”

Good: “Good: “EveryoneEveryone should share in the should share in the benefits.”benefits.”

Bad: “Drivers can sacrifice a little to Bad: “Drivers can sacrifice a little to give walkers and bicyclists a break.”give walkers and bicyclists a break.”

Good: “All users of the street deserve Good: “All users of the street deserve the right to travel safely.”the right to travel safely.”

Avoid JargonAvoid Jargon

Affordable housingAffordable housingSocial equitySocial equityTransit oriented developmentTransit oriented developmentTraffic calmingTraffic calmingMixed usesMixed usesGHG emissionsGHG emissions

Use Common LanguageUse Common Language

Homes people can affordHomes people can affordFairnessFairnessDevelopment that takes advantage Development that takes advantage

of transitof transitTraffic that’s slow enough to allow Traffic that’s slow enough to allow

comfortable walking or bikingcomfortable walking or bikingNeighborhoods where you can walk Neighborhoods where you can walk

to stores, schools, parks, the libraryto stores, schools, parks, the libraryAir pollutionAir pollution

Talk About the Local EconomyTalk About the Local Economy

Efficient, affordable transportation (one-Efficient, affordable transportation (one-car vs. two-car family)car vs. two-car family)

Jobs closer to home (but not the reverse)Jobs closer to home (but not the reverse)Compact, walkable neighborhoods have Compact, walkable neighborhoods have

20% lower infrastructure costs.20% lower infrastructure costs.The same house in a walkable The same house in a walkable

neighborhood is worth 20% more.neighborhood is worth 20% more.Revitalizing Main Street will attract Revitalizing Main Street will attract

millions in private investment (better millions in private investment (better stores).stores).

Call for LeadershipCall for Leadership

Embolden local officials to talk in Embolden local officials to talk in plain terms about making the city plain terms about making the city better for all.better for all.

Voters expect their electeds to work Voters expect their electeds to work with neighboring communities to with neighboring communities to make the area a better place to live make the area a better place to live and work.and work.

““Study Up Show Up Speak Study Up Show Up Speak Up”Up”

First Example:First Example:

Advocating for Protected Advocating for Protected CrosswalkCrosswalk

WalkSanDiego Track RecordWalkSanDiego Track Record

Frequent Frequent appearances at appearances at City CouncilCity Council

Presentations Presentations to local groupsto local groups

Built rapport Built rapport with both of with both of thesethese

The Issue: Adams AvenueThe Issue: Adams Avenue

WalkSanDiego asked to interveneWalkSanDiego asked to intervene8,300 vehicles/day8,300 vehicles/dayPosted for 30 mphPosted for 30 mph45 mph common45 mph commonBlocked community from its only Blocked community from its only

parkpark

Trolley Barn ParkTrolley Barn Park

WalkSanDiego’s SolutionWalkSanDiego’s Solution

One year later…One year later…

New Crosswalk is Well-UsedNew Crosswalk is Well-Used

Ingredients of SuccessIngredients of Success

Sound credible and reasonableSound credible and reasonableShow up at meetings and voice Show up at meetings and voice

concernsconcernsFind champions at grassroots and Find champions at grassroots and

grasstopsgrasstopsGrassroots: Established local group Grassroots: Established local group

asked WalkSanDiego’s helpasked WalkSanDiego’s helpGrasstops: Councilmember found the $$Grasstops: Councilmember found the $$Credible: Traffic engineers listened to Credible: Traffic engineers listened to

suggestionssuggestions