Vision Zero
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Transcript of Vision Zero
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