Alta worked with the City of Eureka, California, to reduce pedestrian crashes through a safety campaign targeted at motorists and pedestrians. Alta designed and implemented the campaign, which addressed four key target behaviors through messaging: distracted driving/walking; making eye contact; yielding to pedestrians; and crossing at crosswalks.
The campaign featured an overarching campaign slogan, Heads Up, as well as specific tag lines in both English and Spanish to encourage the desired behaviors. Based on direction from the City, the campaign graphics emulated traffic signs and symbols using bold colors, fonts, and icons, and the messages were simple and clear.
Based on a citywide online survey conducted following the campaign, nearly two-thirds of respondents agreed that drivers and pedestrians are more aware of each other following the campaign. Nearly 90 percent of respondents felt that the City should continue the Heads Up campaign.
“I now drive slower through town, and keep a look out for people who cross in the middle of the road, not just at the intersection. My favorite part of this whole campaign was making people more aware that just seconds of not paying attention can be deadly.” – Eureka resident
“I wanted to tell you that the campaign seems to be working. I see and hear about it all over town. It’s quite impressive. You are doing a fantastic job. Kudos! I like the message and think it’s very important.” – Eureka resident
Alta coordinated the three-month media campaign and outreach efforts. The campaign reached tens of thousands of residents and visitors through a combination of traditional outdoor media and grassroots outreach and education. Media and collateral included street banners, transit vehicle and shelter ads, print and web advertising, community posters and decals, sidewalk stencils, TV and internet radio ads, and earned media.
During the campaign, City staff and Transportation Safety Commission members attended 11 community events to engage with the public and share the campaign messages. At these events—which included farmers markets, street fairs, and outdoor concerts—outreach staff distributed safety brochures, as well as magnets and tote bags that featured the campaign messages. The outreach booth also featured a photo booth and trivia game to engage event participants.