Operation Traffix | Campaign Strategies | Desired Results | Target Audience
Top 10 Roadway User Bad Behaviors | Duration | How to Get Involved
Download Fact Sheet PDF | En Español
In the past five years, 3550 people tragically died on the roadways in Los Angeles County due to traffic crashes. Another 440,000 people sustained injuries. The aftermath of these crashes is heartrending; the cost to society is billions of dollars. Additionally, crashes contribute to millions of hours of unexpected traffic congestion.
Watch the Road is an education and awareness campaign designed to reduce the bad behaviors of roadway users in Los Angeles County that contribute to traffic crashes. The campaign targets drivers, pedestrians and bicyclists; its goals are to save lives, reduce injuries and relieve traffic congestion.
Operation Traffix is a collaboration of organizations that founded the Watch the Road Campaign. The collaboration is committed to increasing traffic safety and mobility in the Los Angeles region. Membership in the collaborative is open to all organizations - public, private and non-profit. The founding members of the collaborative include:
- Automobile Club of Southern California
- California Department of Transportation
- California Highway Patrol
- City of Los Angeles Department of Transportation
- County of Los Angeles Department of Public Works
- Greater Los Angeles New Car Dealers Association
- Los Angeles County Metropolitan Transportation Authority
- Southern California Association of Governments
- Make campaign brand synonymous with good road-user behavior
- Create and leverage broad community support for campaign
- Optimize effect of campaign messages
- Sustain campaign for at least 18 months
- Manage campaign to achieve desired results
- Heightened awareness for responsible driving, bicycling and walking
- Modified behavior of target audiences
- Reduced fatal and injury crash rates
- Less traffic congestion
- Continued Countywide collaboration to leverage resources and promote message
Los Angeles County motorists, bicyclists and pedestrians
- Driving too fast for conditions (speeding)
- Aggressive driving
- Inattentive driving
- Driving or cycling through red traffic light
- Driving under the influence (DUI)
- Not yielding to pedestrians
- Walking without looking
- Walking outside crosswalks
- Bicycling against traffic
- Not buckling up!
The campaign will launch in mid-May 2004. It is anticipated to last for at least 18 months.
You can get more information about Operation Traffix, and the Watch the Road Campaign, by contacting the City of Los Angeles Department of Transportation at (213) 972-8444 . Some ways to become involved include:
- Placement of campaign messages on billboards, magazines, newspapers, newsletters, public areas, television, and other communication outlets
- Distribution of campaign materials to community groups, schools, associations, customers and other stakeholders
- Underwriting the production and development of supplemental campaign material
- Sponsorship of campaign ads on the radio, television, and internet
- Host an awareness fundraiser
- Tax deductible contributions
|
