vision zero
TRANSCRIPT
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Team Red
x
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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
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Background:● Originated in Sweden in 1997● Initiated in NYC in 2014● Action taken: street design, outreach, enforcement, campaign
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To eliminate all traffic deaths and serious injuries
MISSION
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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
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Current
After Vision Zero was implemented in 2014
Situation
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Current
After Vision Zero was implemented in 2014
Situation
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Total: 2,280,602Male: 48.45%Female: 51.55%
Total: 2,570,801Male: 47.3%Female: 52.7%
PopulationOverview
Queens
Brooklyn
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BrooklynQueens
SegmentationOverview
Taxi Drivers Bus drivers Bicyclist Private vehicle Motorcyclist
Seniors Children General Populationover 65 aged 1-14 between 18-65
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DRIVERS SENIORS KIDS
PossibleTargets
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TheDrivers
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TheDrivers
Demographics:Male, aged 25-34
Geographics:BrooklynQueens
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TheDrivers
Psychographics:Lack of empathyRecklessnessImpatience
Behaviors:Unsafe speedingDistractionFailure to yield
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TheSeniors
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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.
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TheSeniors
Psychographics:Living independentlyHealthFamily
Geographics:BrooklynQueens
Behaviors:Physical impairments affect driving/mobility ability
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New York City Kids
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New York City Kids
New York City kids – aged 5 – 14 make up 19.5 percent of the City’s population.
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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
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EvaluatingAudience Segments
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KeyInsights
Children’s behaviorsare relatively malleable
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Our audience segment is reachable and accessible
KeyInsights
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Through them, we can reinforce a safer behavior in both parents and children
KeyInsights
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New
Yor
k K
ids
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71%of children who die in traffic accidents are 5-14 years old
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64%of child motor vehicle-related deaths in NYC are boys.
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% 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%
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36% of children died from traffic accidents are African-American
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28% of children died from traffic accidents are Hispanic
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5.9% are African-American boys (5-14)
6.7% are Hispanic boys (5-14)
of the population
of the population
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6.1% of the population are African-American boys (5-14)
7.2% of the population are Hispanic boys (5-14)
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• 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
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Don’t crush their dreams.Safe streets save lives.
Core Message
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SchoolPartnerships
CampaignExecution
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Student ambassadorsCampaignExecution
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CommunityOutreach
CampaignExecution
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Digital MediaCampaignExecution
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Outdoor Media
CampaignExecution
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Budget Allocation
21%Partnerships
2%Outreach
67%Media
10%Agency costs
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What do wewant ouraudiences to think?
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How do wewant ouraudiences to act?
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Finally,
we want ouraudiences to share?
what do we
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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
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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
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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
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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
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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