The goals of the Metropolitan Washington Council of Governments were to:
• Reduce pedestrian and cyclist injuries and deaths in the Washington, D.C. metropolitan region. • Educate drivers, pedestrians, and cyclists about safe use of roadways. • Increase enforcement of pedestrian and bicycle safety laws and raise awareness about enforcement.
Pedestrian safety is a category traditionally filled with a lot of well-intentioned but highly forgettable messages. To break through we knew we needed a campaign that approached the idea of pedestrian safety more viscerally than other campaigns did.
Our creative emphasizes the vulnerability of the human body through arresting photography and punchy headlines. Individual executions remind drivers, pedestrians, and bicyclists to be alert, pay attention to each other, and obey traffic safety laws.
The principal medium was transit—both bus shelters and bus sides—as we wanted to talk to pedestrians and drivers while they were walking and driving.
The award-winning Street Smart campaign integrates several components, including media relations, radio and out-of-home advertising, donated media, street-level outreach events, digital efforts, and increased law enforcement.
Key campaign metrics: • 4,400 donated media placements (transit shelters, billboards, interior bus cards, exterior bus ads) with an estimated value of nearly $1 million. • Nearly 75 million impressions via paid media (exterior bus ads, transit shelter, and radio traffic sponsorships). • More than $467,000 in added-value media benefits including negotiated public service ad rates, bonus ads, bonus traffic sponsorships, overrides, streaming videos, and web banner impressions. • Two press events and 12 “Street Smart Safety Zone” street-level outreach events. • 36 television and radio broadcast news stories, reaching more than one million viewers with a publicity value of more than $400,000. • 37 related print and online stories in publications with a combined circulation of nearly 33 million readers.