Sun Metro Fixed Route Safety Videos

Target Audience: With the growing number of distracted drivers, the need to emphasize safety around buses and streetcars was necessary. The target audience was the day-to-day car driver whom is constantly multi-tasking while behind the wheel. In order to reduce the number of bus accidents, we utilized of TV, radio, digital ads, social media and our webpage to market safe driving when in the proximity of our buses.

Strategy Objective:It was necessary to remind drivers that buses cannot make abrupt stops, contain strobe lights that indicate the bus is coming to a halt and how to pass a bus with caution. Paid media was strategically placed on radio during AM/PM rush hour traffic and TV commercials/digital ads played during the evening hours when drivers arrived home from work. We utilized animation to not only capture the attention of our intended audience (adults), but also to capture the attention of kids so they could relay the safety message while in the car with their parents.

Situation Challenge: We had an increase in the number of accidents, specifically cars that rear-end our buses. This campaign helped educate and remind drivers what to look out for and how to carefully pass buses.

Results Impact: There was a slight decrease in accidents and the campaign was well received through all means of communication.

Why Submit: Our entry was submitted to ensure the overall safety of the day-to-day driver. This campaign was strategically placed on multiple forms of media to ensure we captured as many drivers as possible. The messages played repeatedly, not only while driving, but also while at home. A slight drop in the number of accidents was reported after the campaign ended.