Capital Metro Rail Safety Awareness Week

Target Audience: Anyone or everyone who has the potential to trespass or come on or near the rail line including passengers, community members, drivers and neighbors.

Strategy Objective:To prevent accidents, injuries and fatalities associated with rail operations and raise awareness of rail hazards.

Situation Challenge: Areas around Capital Metro's rail line are becoming increasingly urbanized. This means that there are more people living adjacent to the rail line, which increases the potential for vehicles and people to come in contact with the rail line. We have seen a major increase in young people taking selfies and distracted walking and driving along the rail line.

Results Impact: Capital Metro promoted Rail Safety Week (September 23rd-29th) by filming and broadcasting a video over OTT (Other Than TV) a non-broadcast TV Campaign with 200,000 impressions to reach 30% of the unserved population which may not otherwise had access to this information . OTT can reach people who do not have access to cable or broadcast TV. This video was specifically tailored with messages for our local service area and may be seen at https://www.youtube.com/watch?v=_MpbKO8ltxw&feature=youtu.be. This was the first-time Capital Metro Safety attempted to reach people via this medium. Capital Metro also visited rail stations to provide information to customers and neighbors on "How to be Safe Around Tracks".

Why Submit: CapMetro took an innovative approach to reach community members, many of whom we may not have been able to reach in the past.? We also customized communications that included a video with the CEO and the Chief Safety Officer.? This PSA was filmed at a highly recognizable location in downtown Austin and provided specific strategies and advice on how to stay safe near the rail line.? In addition, we provided special education to riders and neighbors about the hazards involved in rail operations and how to keep themselves safe.? Finally, this endeavor included new safety signage on our dynamic messages boards at all rail facilities and included voice safety messages at those locations as well.? This had the effect of educating passengers and passers buy on how to be safe around the rail line.