1. By The Lions Agency Flagler College

3.  To reduce the amount of accidents between motorists and cyclists within two years in Duval County. Motorists  To increase the number of Duval County drivers who know cyclist/driver laws  To change the beliefs among Duval County drivers that following cyclist/motorist laws are in their best interest  To change the behavior of motorists in Duval County by following the cyclist/motorist laws Cyclists  To change cyclists’ beliefs that following cyclist laws are in their best interest  To change behaviors in following the rules of the road Jacksonville Sheriff’s Office  Increase the knowledge and ultimately change the actions of the Duval County law enforcement in regards to both motorist and cyclist laws

4. Primary Audiences:  Motorists ◦ Spread awareness and share knowledge, leading to behavior  Cyclists ◦ Persuade and change beliefs, leading to behavior Tertiary Audience:  Sheriff’s Department (JSO) ◦ Inform and encourage them to enforce

5.  Primary: Surveys and Interviews ◦ Cyclists told us they know, but don’t follow, the laws ◦ Motorists told us they didn’t know or didn’t believe in the laws  Secondary: Statistics ◦ Florida has 4 th highest number of bicycle/car accidents ◦ Most happen after 4pm ◦ Males have a higher rate of incidents than females

6.  “One Road”  Creative concept  Unifying logo on all creatives  Promotes safety and mutual respect  Various creatives will be placed in media to deliver the messages of the campaign

7. Age group 5-10 Age group 10-18 Age group 18-33 Age group 33-64 Age group 65+

9.  Distribute to registrants at events  Give away at booth events  Sell online with proceeds to support campaign

10.  Kickoff event Jan. 18 th  Summer Solstice Ride  Booth at NYE @ The Landing event  Incorporate campaign promotion into existing NFBC rides and races  Get motorists involved with campaign through events  High frequency of advertisements in print media

11.  Billboards ◦ High visibility and frequency, cost-efficient ◦ Wide age range of exposure, while driving  Magazine ads ◦ 18-64 readerships  Newspaper ads ◦ 65+ readerships  PSAs on television ◦ 18-64 and 65+ viewership, wide exposure  Radio spots ◦ 18-64 age range, motorists, during drive time

12.  Facebook page ◦ Engage audience and post relevant information  Twitter feed ◦ Find a niche in posting safety tips, ride conditions, etc.  Instagram ◦ Use a hashtag and engage visually with event photos and photo contests  YouTube ◦ Post viral video and PSAs to be shared across other social media platforms

13.  Media Budget ◦ Local Radio ◦ Magazine ◦ Newspaper ◦ Outdoor advertising ◦ Social Media  Creative Budget ◦ PSA  ( Radio and Video) ◦ Promotional (T-Shirt, Water bottle and reflective decals) ◦ Posters ◦ Flyers

14.  Look at if goal was achieved statistically  Analyze changes in attitudes and beliefs  Determine behavioral changes that occurred  Engagement with audience: numbers and tone

15.  Research led to objectives that would help achieve the goal  Strategic media placements will give creative elements  Strong presence in social media is an easy, low-cost way to promote campaign  Gaining financial support and donors will be critical to campaign success