Heads Up: Crosswalk Safety Campaign


 


Summary

A report Boulder City report found that 505 accidents during a 28-month period involved a car and pedestrian or a car and bicyclist, 60 percent of which occurred at crosswalks. The “Heads Up” Crosswalk Safety Campaign focused on raising public awareness of crosswalk safety, specifically new crosswalk-related ordinances.


Goal

To raise crosswalk safety; educate Boulder drivers, cyclists and walkers of three new ordinances related to crosswalk safety; build a structure for future activities; and contribute to a reduction in collisions.


Tactics

  • Market research and message development  – surveys and on-the-street interviews
  • Graphic design – posters, direct mail utility bill inserts, T-shirts, bookmarks for K-5 students, crosswalk stencils, RTD bus ads, Daily Camera ads, Rooster Magazine ads.
  • Public relations – guest columns, business community newsletter articles, City of Boulder TV monitor ads, social media, CU and BVSD coordination, www.bouldersafestreets.com campaign website.
  • Branding coordination – designed and managed distribution of campaign-branded giveaways, including lanyards, reflective bands, stickers, T-shirts and bookmarks.
  • Community outreach – mascot appearances at Boulder Creek Fest, Kids Bike Rodeo, Pearl Street, Boulder Farmers Market, CU events, Boulder Fall Festival; commercials at Boulder Outdoor cinema; outreach at Boulder bicycle shops, auto repair shops, DMV, police station and drivers’ education centers.
  • Boulder Valley School District Outreach – developed assembly team, coordinated and implemented performance assembly at nine K-5 schools.

Outcomes

  • Articles, radio interviews, and guest opinions in local media, generating 154,274 media impressions.
  • Paid media strategy generated 775,772 impressions, including a mix of outdoor (bus) and print ads.
  • Articles in local business and partner newsletters, generating 104,281 impressions.
  • The campaign mascot, CW, appeared at 17 public events, including the Boulder Farmer’s Market and Pearl Street events such as the Munchkin Masquerade.
  • 10 assemblies in Boulder Valley K-5 schools, reaching 3,609 students with the campaign message of crosswalk safety. Additional materials were distributed at all BVSD high school and 6-8 locations.
  • Materials were developed for students at CU-Boulder, reinforcing key campaign messages.