1 Objective: To raise awareness for pedestrian and driver safety by educating and influencing people to recognize dangerous behaviors and limit them. Enforcement Infrastructure Awareness/Education Mayors Office of Transportation & Utilities Target: People who live and/or work in Philadelphia County Statistics show that offenders/incidents occur more frequently amongst a younger demographic, Message Focus: Three (3) pronged nexus of responsibility Equitably cover issues inherent in each group: DRIVER, BICYCLIST, and PEDESTRIAN Media Execution: Transit Outdoor Highly cost effective Message-action adjacency PHASE 1 Its Road Safety Not Rocket Science Campaign Creative Samples Target: People who live and/or work in Philadelphia County Statistics show that offenders/incidents occur more frequently amongst a younger demographic, Message Focus: Two (2) pronged nexus of responsibility Equitably cover issues inherent in each group: DRIVER and PEDESTRIAN Media Execution: Mix of mass and new media Video/guerilla campaign for owned and earned media sharing Police enforcement/education initiative(s) Microsite Social media presence PHASE 2 Campaign Creative Samples 15 Campaign Creative Samples