How we helped change lifestyle behavior and improve traffic safety

CHALLENGE

The City of Austin was awarded a federal SRTS grant for the 2008-2010 school years. Concerned about the fitness of school age children and congestion in school zones, the City launched a bilingual public awareness campaign to reduce traffic and improve safety. By increasing the number of children walking and biking to school, the City also hoped to increase physical fitness among kids. Loma Media was selected as their media, marketing and advertising partner out of a field of qualified companies based on our relevant experience and proven results.

SOLUTION

We developed an integrated awareness campaign featuring radio, print, in-school and outdoor aimed at two distinct target audiences: students and the parents/drivers in school areas. The student thematic was iWalk/iBike, which tied into another local campaign called iThrive. It focused on empowering children by extolling the freedom that comes from walking and biking.

For parents, our focus tests showed that data wouldn’t necessarily compel them to walk or bike with their children–but the message that really hit home was “Take Time,” emphasizing that time spent with our children is fleeting and we must cherish it while we can.

RESULTS

Metrics show significant increases in awareness and behavioral changes among the target demographics. Within one month of the campaign’s launch, target schools were successfully organizing “walking school buses” consisting of committed groups of parents and children. Local radio stations provided significant value-added support with celebrity DJs, prize patrols and radio shout-outs for schools with high participation rates. The client has received praise from the Health and Human Services division as well as from the parents and teachers.