How PRR is Helping Seattle Accomplish Vision Zero – Part 2
June 7, 2017
Last week we introduced you to Vision Zero and gave you a brief summary of what we have been doing to help Seattle accomplish it. Below are more details on our favorite campaigns to date and an update on how we’re doing with the goal of reducing eliminating traffic fatalities.
You Drink. We Drive. (Lyft & Uber Partnerships): PRR helped SDOT plan and promoted the launch a first of its kind partnership in Seattle with Lyft, Uber, and Mothers Against Drunk Driving (MADD) to help curb impaired driving. We kicked-off the partnership with Lyft at a high-profile press event the day before New Year’s Eve (a time when there are a higher number of impairment-related collisions) with city officials at a popular local bar. The partnership included discounted rides to encourage people to use safe travel options if they plan to drink. The second event was with Uber and MADD on St. Patrick’s Day –another holiday when there are a higher number of impairment-related collisions. The event took place at a popular local Irish bar in Seattle’s iconic Pike Place Market and offered a special promotional code for discounted rides. Additionally, this event was the first ever to debut Uber’s breathalyzer kiosk, which offered free ride codes to those who tested it. Promotional point-of-sale material in bars (coasters and promo cards), social media campaigns, and media events helped spread the word. Using the city’s collision data in conjunction with rideshare companies’ geo-fencing capabilities, we could target campaigns to specific times of day and areas when and where people might be on the cusp of making a bad decision to drink and drive. Additional Lyft and Uber partner events in 2016 included: 4th of July, Seafair, a UW football game, Halloween and New Year’s Eve.
Can’t Reach it. Can’t Use it. (Distraction Campaign): PRR created and launched SDOT’s multi-media advertising campaign focused on distracted driving. The message to put down our phones while driving isn’t new. However, reports are showing that the prevalent approach of using fear to scare people into changing behavior isn’t working. In Seattle, we’ve seen a 300% increase in inattention–and it’s not just teens. AT&T’s It Can Wait campaign reported that 49% of commuters are texting while driving compared to 43% of teens. So, PRR and SDOT decided to use humor and fun to reach our primary audience (adults 35-60) and secondary audience (adults 18-24). We wanted to reach people in their cars, when it was time to intervene and stop them from using online media. Therefore, we placed ads on transit, radio stations, Pandora, and social media channels (Facebook, Instagram, Twitter, and YouTube). We also developed a humorous video.
Slower Speeds. Safer Streets. (Speed Limit Reduction): PRR helped SDOT announce the City of Seattle’s speed limit reduction proposal on September 13, 2016, in an effort to make Seattle’s streets safer for all. Data shows that people who are hit while walking or bicycling make up only seven percent of crashes but 47 percent of crash fatalities. And, nine in ten bicycle/pedestrian collisions result in injury. Reducing the speed limit will help save lives and make Seattle streets safer. A media event was held with SDOT Director Scott Kubly, Councilmember Tim Burgess, and other elected officials.
How are we doing?
We’re proud to say that through these targeted behavior change efforts, Vision Zero is making steady progress. Data shows that serious fatalities and injuries on Seattle streets are declining: from 211 in 2015 to 158 in 2016.
We’ve also received positive feedback and engagement from the community and have been featured in both national and local publicans as well as several awards.