2. Dallas Area Rapid Transit Safety & Security Campaign
Spring 2012 to Present

3. Dallas Area Rapid Transit 2013 Stats
Geographic Service Area: 13 cities, 700 square miles
612 buses/12,500 stops (38.7 million passenger trips)
163 LRV cars/85 miles of light rail (27.7 million passenger trips)
So, what could
go wrong?

4. A confluence of unfortunate events…
Beginning in late 2011, a series of isolated but heavily publicized events created a perception among some of the public that using Dallas Area Rapid Transit was unsafe.
DART Management and Police developed a plan to increase the real safety and security of DART ridership, and launched an awareness campaign promoting the effort.
This presentation details the campaign called “It’s Our DART. Let’s Keep it Safe”.

5. Spiraling media attention…
Into early spring of 2012, DART-related
accidents and incidents:
Person hit by a light rail train at night, a suicide
Assault at a platform by a group of youths, young victim hit by a rail car and died
Bus operator assaulted at night
Shooting at a DART platform, in a confrontation between passengers
Thieves snatch laptops and cell phones from DART passengers
Gun battle between shooter and local police, near DART tracks
In approximately 6 months prior to early spring of 2012, several accidents and incidents of a criminal nature happened near DART tracks, passenger facilities or on board DART vehicles. Well beyond fare evasion or unruly behavior on DART modes by some riders, these highly publicized incidents included:
person hit by a light rail train at night, a suicide
teen assaulted at a platform by a gang of youths, hit by a rail car, and died
bus operator assaulted at night
shooting at a DART platform, in a confrontation between passengers
thieves snatching laptops and cell phones from DART passengers
gun battle between shooter and local police, near DART tracks
Although the incidents were obviously not caused by DART, local news media reports situated DART amenities and services in a less than favorable light.
DART leadership recognized the agency had to act immediately to improve the safety and security of DART riders, employees and persons on DART property, and get that message out to our customers

6. Needed Immediately: A plan and response
Assess
Almost all DART passenger trips accomplished safely and on time.
Identify
Perceived and real
dangers or security issues which had troubled some riders.
Act
First step: Increase the number of police officers on board.
DART needed to make it plain to the public that a concerted effort was being implemented to counter perceived and real dangers or security issues which had troubled some riders
While almost all of DART passenger trips are accomplished on time and with no threat of danger, theft, or worse, that perception among even a minority of customers was an issue needing a response.
So the decision was made to very aggressively—in time and resources—increase the number of officers on board trains and at select bus stops or transit centers.
Specifically, no train would operate without police presence on board.
Opportunity
Develop customer messaging to
convey action.

7. Meeting a timing challenge
Develop the message and
theme, write copy, use existing photography, produce print and other media within two weeks of decision to
launch the Safety and
Security campaign.
Security Awareness Campaign
Campaign promoting DART’s commitment to increasing customer safety on transportation
modes and at facilities. Print materials and signageconvey a message of increased DART Police
presence, as well as enhanced customer accessto safely report suspicious or undesirable activity.
A youth-oriented brochure was distributed through Community Affairs and Education Outreach.
Brochures were handed out at stations and placed on-board.
Rail and Bus interiors and kings and bus tails were placed as well.

8. PR launch strategy
Energetic launch in the full light of news media, at first Monday morning rail departure from a key station:
On-board interviews with DART Executive, Police and City of Dallas leaders
Officials and dignitaries on board explained and detailed new safety measures to media
Volunteer DART teams met morning passengers at all rail stations
New web page with updated safety messaging
DART launched the Safety and Security Campaign in the full light
of the news media, with the participation of the Dallas Mayor and
Police Chief, along with DART executive leadership.
At an early Monday morning DART train
departure from a station in south Dallas –
News television interviews with DART spokespersons and Dallas Mayor
Train stopped at selected stations and bus transit centers
Officials and dignitaries on board volunteered Safety and Security Campaign details via ongoing media coverage
Volunteer teams from DART Marketing and Customer Service, wearing Safety and Security Campaign t-shirts
handed out informational brochures and spoke with morning passengers
conveyed in the first person that DART cared about the safety of its ridership

9. Fast-tracked passenger safety tools, amenities
TEXT to DARTpolice
No audible phone call
Immediate police response to customer
Further communication monitored
System-wide
security cameras
DART’s IT department developed a mobile phone tool which enabled reporting an incident or concern by the “stealth” manner of texting to DART Police –
No audible phone call
Immediate Police response to customer
Further communication monitored
System wide installation of cameras and accompanying signage was accomplished in compressed schedule.
Online support of awareness

10. Broad distribution of the message
DART bus and rail interiors and exteriors, windscreens, downtown corner markers
Campaign materials featured in television event coverage
Online link to details of the program at DART.org, m.dart.org, Twitter, Facebook
Drive time radio spot coverage
DART trains, buses and windscreens were populated with print materials, and campaign materials were featured in television event coverage.
Online presence assured by providing a link to details of the program at DART.org. Drive time spot coverage was arranged with local radio stations.

11. Results: campaign’s effectiveness
2013 Crime reports: offenses down across all types
Revenue up 6% (with no corresponding ridership increase indicates a fare evasion drop)
Texting to DART Police has resurged with awareness
Customer satisfaction survey indicates average 70% overall rider satisfaction with safety
Fewer people “testing system”
In late 2012 DART Police crime report showed offenses down across all types.
Revenue was up 6% (without corresponding ridership increase numbers, which indicates fare evasion had dropped.
Texting to DART Police rose from a few hundred at the program’s launch in April 2012 to over 15,000 requests from over 3,000 users in June 2012
Text to DART Police contacts are constant from that time
Customer survey indicates average 70% rider satisfaction with safety (bus stop safety lags behind some other measures)
State Fair
Officers on platforms/security awareness push

12. Continued campaign support
Infotainment Screens on board new CNG bus fleet
Continued distribution of print materials on-board and via Community Outreach

13. Commitment to Safety & Security
New DART CNG bus fleet with 5 cameras recording all activity.
Expansion of network of solar lighted bus shelters (FY13-FY17).
DART Police highly visible on DART buses, trains and at DART facilities.
Increased patrols in tunnels and key locations.
Continued use of plainclothes officers in vehicles and buildings.
DART sharing intelligence with law enforcement agencies.
DART participation in local/regional task forces and preparedness plans.
GoPassSM, Travel Tools (Where’s My Bus?TM, Where’s My Train?)
NEW DART CNG bus fleet features a “smart” system with 5 cameras recording all passenger and driver areas. These also allow DART Police live look-in ability.
Expansion of network of solar lighted bus shelters (FY13-FY17)
DART's uniformed officers remain highly visible on DART buses and trains and at DART facilities.
DART also continues the use of plainclothes officers in vehicles and buildings.
DART has taken some specific additional security steps including:
Increasing patrols at key locations such as the Cityplace tunnel
Participation in an FBI Joint Task Force on Terrorism
Placing DART officers on the North Texas Joint Task Force on Terrorism, an organization of local police departments that share intelligence information
Participating in Downtown Dallas Central Business District emergency preparedness planning

14. Recognition for the campaign
The DART Safety & Security campaign has not only been effective in communicating DART’s steps to make its system safer for passengers, but has also won recognition from transit industry and other organizations.
2012 Dallas Quill Awards, Award of Excellence (Top honor)
2102 South West Transit Association, 1st Place – Spotlight Award
2013 International Association of Business Communicators – Award of Excellence (First Place) and Best of Show (First Place)