VTA Safety Campaign

Target Audience: Distracted driving, biking, and walking near the VTA light rail system made it necessary to amplify our safety message. We did this during National Safety Month (September), and we had to have something that got the attention of our intended audience. While our largest ridership demographic is under the age of 35, we needed to appeal broadly to the general public. Anecdotal and transit patrol enforcement evidence showed frequent inattention to warning signs, gates, horns and crosswalks near light rail crossings, with passengers and non-passengers alike crossing around downed railroad gates, walking on the tracks or right of way, and using headphones and cell phones near moving trains. The campaign was intended to influence that audience to use more caution.

Strategy Objective:Knowing the audience, our strategy included the use of video, digital and social media messaging and traditional media coverage, in addition to the use of VTA Transit Patrol enforcement at crossings near schools. We edited 15-second vignettes from the original 1:30 safety video to use as quick and attractive posts on Twitter, Facebook and Instagram. We posted the full safety video on our website, with a blog post on the homepage, circulated through social media, linking back to the safety page with the video and other important safety information. Pitches to local media about the surprise enforcement action helped boost our message with coverage from three broadcast/digital news outlets. Other safety messages were incorporated in news coverage during a light rail incident in September.

Situation Challenge: In July 2018, a driver with one passenger deliberately drove around a downed crossing arm as a light rail train was approaching at the standard allowable speed. Both occupants in the car were killed, and no one aboard the train suffered any immediate injuries. The incident happened in view of an outdoor caf' crowded with Sunday brunch customers. The driver's intent is still unknown, but the shocking incident made it clear that our messaging about behavior around our system had to be intensified. Although we had recently finished shooting and editing a safety video outlining tips for safe travel around our system, we decided to add increased modes of messaging to include marketing, social media and traditional media coverage.

Results Impact: Immediate results showed broad-based sharing of social media messages, with more than 40,000 impressions across Twitter, Facebook and Instagram, proving the public was cascading the information. Views of the safety video on YouTube, linked from the VTA website numbered more than 450 in the days immediately following the month-long campaign. In addition, the safety video was placed as a pop-up upon sign-on to Wifi onboard light rail and Express buses. VTA staff and security officers covered critical stations across our system, handing out safety information and reminding people to practice safe habits around the tracks. More than 600 students received safety information through our communication network with local schools.

Why Submit: Safety is the top priority at VTA. We always evaluate opportunities to enhance system safety and educate the public to look, listen and pay attention. . When we came up with the concept for the video, we wanted something that would be catchy, memorable and smart, and we think we accomplished that. The one-minute-thirty-second video and the shorter 15-second vignettes are proving to be popular and shareable on social media. It's the best way to get the message out quickly and effectively. We focused this video on light rail because the accidents associated with the trains on our system, though few and far between, have been tragic and, in many cases, preventable. Safety is everyone's job, and at VTA we will continue to convey that message.