CATS - Operation Lifesaver Inc. Rail Safety Campaign

Target Audience: The target audience is commuters, visitors and residents of the greater Charlotte region and its neighboring counties.

Strategy Objective:CATS used numerous marketing strategies to educate the community on rail safety with specific attention to the LYNX Blue Line Extension. CATS used billboards, radio ads, print media, email marketing, digital marketing, blitzing and social media to educate the community on rail safety surrounding the LYNX Blue Line. Creation of informational videos that focused on informing audiences about new crossing gates ' left-turn and pedestrian ' that were implemented on the light rail extension. CATS conducted multiple blitzes that targeted drivers, pedestrians, community groups and businesses along the LYNX Blue Line Extension, as well as hosted rail safety presentations to schools, community groups and businesses. The goal is to decrease the number fatalities and incidents related to tracks.

Situation Challenge: Rail safety is important to running a safe, reliable light rail system like the LYNX Blue Line. With the March 2018 opening of the LYNX Blue Line Extension, an additional 9.3 miles of light rail extending from an existing light rail line that runs from southern Charlotte through center city to the north ending on University of North Carolina at Charlotte's campus, CATS needed to educate a new area with light rail of the safety procedures involved with driving, walking and interacting with a light rail, as well as educate the community overall of the importance of rail safety.

Results Impact: The results of the campaign were increased public awareness of rail safety, as well no preventable accidents to date along the corridor. CATS also conducted a safety blitz at UNCC during Rail Safety Week in September 2018 that resulted in increased awareness from students and staff.

Why Submit: For such a crucial campaign to the community, CATS used a wide variety of tactics to reach audiences of all demographics. CATS leveraged community groups and key leaders to ensure the message reached a large audience, as well as used multiple platforms to connect with riders and potential riders about key messages. By sharing critical messages on different avenues, CATS was able to expand its reach further. CATS's variety of methods also attracted buy-in from community partners, such as University City Partners and University of North Carolina at Charlotte, which increased awareness.