Caltrans "Strategic Highway Safety Plan"

ProProse was hired to lead marketing planning and implementation for the most ambitious highway safety campaign ever undertaken by the State of California. It is a collaborative project by Caltrans, California Office of Traffic Safety (OTS), CHP, DMV, CA Dept. of Public Health, CA State Association of Counties and 80 other safety stakeholder organizations. It was sparked by federal legislation challenging the states to develop new approaches to dramatically reduce serious injuries and deaths on roadways by involving solutions from all “four Es” – Engineering, Emergency Services, Education and Enforcement.

Results: We staged two Safety Summits in May 2008 to engage nearly 500 state and local stakeholders in each of these disciplines, and to unveil the Strategic Highway Safety Plan (SHSP) to the media and the driving public to enlist their support as well. Statewide media, including several TV, radio, and newspapers, responded to both events. California State Automobile Association underwrite costs of Safety Stakeholder meetings as our partner.