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2. Objective: To raise awareness for pedestrian and driver safety by educating and influencing people to recognize dangerous behaviors and limit them. Enforcement Infrastructure Awareness/Education Mayor’s Office of Transportation & Utilities

3. Target: People who live and/or work in Philadelphia County Statistics show that offenders/incidents occur more frequently amongst a younger demographic, 18-34 Message Focus: Three (3) pronged nexus of responsibility Equitably cover issues inherent in each group: DRIVER, BICYCLIST, and PEDESTRIAN Media Execution: Transit Outdoor Highly cost effective Message-action adjacency PHASE 1

4. It’s Road Safety Not Rocket Science

5. Campaign Creative Samples

10. Target: People who live and/or work in Philadelphia County Statistics show that offenders/incidents occur more frequently amongst a younger demographic, 18-34 Message Focus: Two (2) pronged nexus of responsibility Equitably cover issues inherent in each group: DRIVER and PEDESTRIAN Media Execution: Mix of mass and new media Video/guerilla campaign for owned and earned media sharing Police enforcement/education initiative(s) Microsite Social media presence PHASE 2

12. Campaign Creative Samples

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16. Campaign Creative Samples