Communication Strategies that Worked for Michigan

1
Communication Strategies that Worked for Michigan

• Lifesavers Conference
• Portland, Oregon
• April 14, 2008

2
Enforcement Format

• Saturation Patrols (for impaired driving and belt
  enforcement)
• Safety Belt Enforcement Zones
• Collaborative efforts of local, county and state
  law enforcement agencies

3
Enforcement Themed Messages

• The nice social message did not work for the
  hard-core drunk driver or non-belt user
• Tougher, penalty driven messages were necessary

4
Enforcement Themes

• Safety Belts Click It or Ticket, Buckle Up or
  Pay Up
• Impaired Driving You Drink Drive. You Lose
  (previously) and Over the Limit. Under Arrest
  (currently)

5
Communication Components

• All communication components support the
  enforcement message.

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Communications Components (cont.)

• Earned Media
• Paid Media
• Outreach Efforts

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Earned Media

• Media events in major media markets
• Usually law enforcement speakers
• Locations law enforcement agencies, malls,
  schools, hunting/fishing stores, Harley Davidson
  locations, etc..

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Earned Media (cont.)

• Supplement media events with scheduled
  enforcement to offer media ride-a-longs
• Media releases (pre, mid and post enforcement)
• Radio remotes at zone sights talk radio
  interviews

9
Earned Media (cont.)

• Word of mouth earned media by motorists receiving
  citations or seeing the enforcement
• Citizens warning other drivers via radio call-ins
  or making their own warning signs

10
Paid Media

• 20032008 CIOT 500,000 - 1.4 million
• 2005-2008 OLUA 400,000 - 800,000
• Focused on target audiences programs of interest
  (wrestling, Comedy Central, radio, etc)

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Outreach Efforts

• Key component for program success
• Community Action Kits (posters, pizza box
  stickers, hunting/fishing license sleeves, trash
  receptacle stickers, local media templates)

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Outreach Efforts (cont.)

• Corporate Partners banners, newsletter articles
  to employees, sports announcements
• State agencies/associations welcome centers,
  electronic messages, web links

13
Large Event Outreach

• Michigan International Speedway NASCAR race fan
  PSAs
• Detroit Tigers Buckle Up Day! With clickers,
  banners, PSA announcements
• State Fair traffic safety booth, CIOT posted
  throughout the fairgrounds

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Obstacles Resolutions

• Obstacle Increased belt use resulted in law
  enforcement feeling non-productive
• Obstacle Staffing issues for law enforcement
  agencies
• Resolution Decrease staffing at zones and cite
  for all traffic safety violations

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Obstacles Resolutions (cont.)

• Obstacle State budget crisis no paid media
  for May 2007 CIOT
• Resolution Relied on use of national media buy
  in Michigan
• Small decrease in belt use from 94.3 to 93.7

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Obstacles Resolutions (cont.)

• Obstacle How to increase impaired driving
  enforcement visibility for a non-checkpoint state
• Resolution Increased paid media and signage
• FY07 electronic whelen bar pilot

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Next Steps

• FY08 July 4th combined nighttime belt/alcohol
  enforcement
• Replicate Minnesota model with portable signs and
  reflective vests
• Earned and paid media with combined enforcement
  message

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Contact Information

• Alicia Sledge
• Occupant Protection Program
• MI Office of Highway Safety Planning
• [phone]
• sledgea_at_michigan.gov