The novel approach to build an online campaign focused on a specific audience of younger adults who, according to research, are more likely to get behind the wheel after drinking or drugging.
“Far too many people still mix alcohol, drugs and driving. Young people, in particular, often don’t understand that impaired driving is a crime, and a serious one — and they also are less likely to buckle up,” said Acting Transportation Secretary Erica Borggren. “These same young people ages 21-34 no longer receive news through traditional means. We’re hopeful this new series will catch their attention and give them a reason to log on or check their mobile devices. When they do, they’ll be entertained — and most importantly, they’ll receive a life-saving message.”
I stumbled upon Bernie Wagenblast’s Shout-O-Matic audio blog this week and immediately was excited about a tool that is being used by the Idaho Transportation Department.
The Public Involvement Planner (POP) is a tool developed by the Langdon Group to help non-communications and public involvement staff think about what goes into a public outreach plan.
Idaho’s POP web site describes it this way, “POP is a tool for analyzing and quantifying public outreach needs, which will ultimately lead to efficient and appropriate outreach management.”
I first heard of the POP tool during the annual TRB meeting earlier this month in Washington DC from Langdon’s Bryant Kuechle. What is exciting about the tool, at least to me, is that it is not limited to just planning projects. Indeed, the Idaho POP has worksheets for corridor planning and environmental planning efforts. But it also includes worksheets for construction projects, non-construction projects and emergencies.
Ultimately, every state and local transportation agency should have a process to help put together communication plans. If yours doesn’t, consider creating one.