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2015  Common  Ground  Awards  Application                                         PREPARED  FOR:  

Metropolitan  Pima  Alliance   JUNE  2015                                       PREPARED  BY:  

Pima  Association  of  Governments  


Table  of  Contents     Application  Information         Collaborative  Partners         Program  Narrative         Executive  Summary         Appendix  A  –Website         Appendix  B  –  YouTube           Appendix  C  –  Radio         Appendix  D  –  Twitter         Appendix  E  –  Facebook           Appendix  F  –  Newspaper,  print         Appendix  G  –  Newspaper,  online     Appendix  H  –  LISTSERV        

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Application  Information           Project   Pima  Association  of  Governments’  “Walk  Safe.  Drive  Safe.”  Pedestrian  Safety  Campaign         Proposed  Category   1)  Public  Policy   2)  Community  Building           Nominated  By   Farhad  Moghimi,  Executive  Director   Pima  Association  of  Governments   1  E.  Broadway  Blvd.,  Suite  401  |  Tucson,  AZ  85701   (520)  792-­‐1093   fmoghimi@pagregion.com         Nominee  Point  of  Contact   Bryan  Hauwiller,  Communications  Specialist   Pima  Association  of  Governments   One  East  Broadway  Blvd.,  Suite  401  |  Tucson,  AZ  85701   (520)  792-­‐1093   bhauwiller@pagregion.com    

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Collaborative  Partners      

Ramón  Valadez   Pima  County  Board  of   Supervisors  

Pima  County  

520-­‐740-­‐8126  

rvaladez5@cox.net

Duane  Blumberg     Mayor  of  Sahuarita  

Town  of  Sahuarita    

520-­‐822-­‐8800  

dblumberg@ci.sahuarita.az.us

Satish  Hiremath     Mayor  of  Oro  Valley  

Town  of  Oro  Valley    

520-­‐229-­‐4700  

shiremath@orovalleyaz.gov  

Pascua  Yaqui  Tribe    

520-­‐883-­‐5010  

catalina.alvarez@pascuayaqui-ns n.gov

Tohono  O’odham   Nation  

520-­‐383-­‐2028  

Edward.manuel@tonation-nsn.gov

Jonathan  Rothschild     Mayor  of  Tucson  

City  of  Tucson  

520-­‐791-­‐4201  

jonathan.rothschild@tucsonaz.gov

Miguel  Rojas   Mayor  of  South  Tucson  

City  of  South   Tucson  

520-­‐792-­‐2424  

mrojas@southtucson.org    

Ed  Honea     Mayor  of  Marana  

Town  of  Marana    

520-­‐382-­‐1900  

ehonea@marana.com    

Catalina  Alvarez     Vice  Chairwoman  of   Pascua  Yaqui  Tribe     Edward  Manuel     Chairman  of  Tohono   O’odham  Nation  

Michael  Hammond     Arizona  State   Transportation  Board   Member     Doug  Martin   President  and  General   Manager     Bill  Shaw   General  Manager  

PICOR  Commercial     602-­‐712-­‐7550   Real  Estate  

mhammond@picor.com      

  KVOI  AM-­‐  Radio   and  Good  News   Communication  

  520-­‐791-­‐7200  

  nulmer@tucsonnewsnow.com    

KVOA-­‐TV  

520-­‐884-­‐4640  

bshaw@kvoa.com    

Dylan  Smith   Editor  and  Publisher  

Tucson  Sentinel    

520-­‐302-­‐5989  

dylansmith@tucsonsentinel.com    

Darrell  Durham     Market  Development   Director  Marketing  

Arizona  Daily  Star  

520-­‐573-­‐4412  

ddurham@tucson.com  

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Nick  Ulmer   VP  and  General   Manager    

KOLD  -­‐  TV  

  520-­‐744-­‐1313   nulmer@tucsonnewsnow.com      

 

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Program  Narrative     Pima  Association  of  Governments,  which  collaborates  on  regional  issues  with  its  member   jurisdictions,  developed  a  “Walk  Safe.  Drive  Safe.”  Pedestrian  Safety  Campaign  after  the   number  of  pedestrian  fatalities  in  the  Tucson  region  continued  to  surpass  the  national  average   of  pedestrian  fatalities.       In  2011,  Tucson  was  named  a  Pedestrian  Safety  Focus  City  by  the  Federal  Highway   Administration.  Pedestrian  focus  cities  were  named  if  they  had  more  than  20  average  annual   pedestrian  fatalities  or  a  pedestrian  fatality  rate  greater  than  2.33  per  100,000  in  population.     An  average  of  250  pedestrians  are  injured  in  crashes  on  our  streets  ever  year,  and  out  of  the   250  people  injured,  about  20  never  see  their  families  again,  according  to  PAG’s  crash  analysis   data.     "After  my  first  several  weeks  at  PAG,  it  became  evident  to  me  that  the  Regional  Council  had  a   strong  desire  to  enhance  pedestrian  safety  awareness  due  to  the  number  of  local  fatalities  and   injuries,”  said  PAG  Executive  Director  Farhad  Moghimi  said.  In  December  2014,  the  PAG   Regional  Council  approved  a  Regional  Pedestrian  Plan  establishing  pedestrian  safety  priorities   and  goals.     In  response  to  the  Regional  Pedestrian  Plan’s  goals,  PAG  developed  a  campaign  public  relations   plan  to  include  crash  data,  communication  goals  and  objectives,  as  well  as  campaign  strategies   and  tactics,  and  target  audiences.  The  tactics  included  the  development  of  a  30-­‐second   pedestrian  safety  video  message  that  targets  young  males,  since  they  are  among  the  highest   number  of  pedestrian  fatalities.  The  video  message  is  based  on  relationships  and  the  need  for   people  to  take  care  of  themselves,  mixed  with  a  little  humor.    A  30-­‐second  radio  spot  has  a   broader  message  that  targets  both  pedestrians  and  drivers.     We  also  developed  a  mobile-­‐friendly  pedestrian   The  number  of  pedestrian  injuries  and  fatalities  is   safety  website,  WalkSafeDriveSafe.com,  to   an  issue  locally  as  well  as  nationally,  and  we   target  the  younger  demographic.  The  website   developed  this  campaign  to  bring  it  to  the   provides  safety  tips  for  pedestrians,  bicyclists   attention  of  everyone  in  our  region.   and  motorists.  People  who  visit  the  website  are     asked  to  join  the  pedestrian  safety  movement   Farhad  Moghimi,  PAG  Executive  Director   by  taking  an  online  Pedestrian  Safety  Pledge.       The  Resources  webpage  is  another  collaborative  effort,  which  uses  maps,  reports,  safety   guides,  commercials  and  videos  from  bicycle  and  pedestrian  programs  of  PAG’s  member   jurisdictions  to  connect  the  shared  effort  of  pedestrian  safety.       Contributing  factors  to  pedestrian  crashes  include  low  lighting,  alcohol  use  and  the  lack  of   following  good  safety  practices.     6    


Pedestrians  are  encouraged  to  cross  at  marked  intersections,  wear  bright  clothing  at  night  and   make  sure  drivers  see  them  before  they  step  into  the  street.  Drivers  are  encouraged  to  slow   down,  avoid  distractions  while  driving,  and  look  out  for  pedestrians,  especially  when   approaching  any  intersection.     The  campaign  also  promotes  the  pedestrian  safety  message  through  social  media,  including   Facebook,  Twitter,  LinkedIn  and  YouTube.  Our  social  media  metrics  show  that  we  have  already   had  over  9,000  impressions  to  date  across  Facebook,  Twitter,  LinkedIn  and  YouTube.       A  campaign  challenge  was  a  limited  marketing  budget.  As  a  result,  we  worked  with  local  media   to  help  spread  the  pedestrian  safety  message  through  free  public  service  announcements,  and   we  worked  with  member  public  information  officers  to  spread  the  message  through  the   jurisdiction’s  respective  social  media  sites,  newsletters  or  other  communication  channels.  The   message  has  been  conveyed  through  all  of  the  above  to  varying  degrees  and  will  continue  as   this  is  an  ongoing  effort  over  the  next  1-­‐2  years.     The  media  collaboration  was  initiated  through  Doug  Martin,  general  manager  at  KVOI,  who   reached  out  to  key  media  outlets  to  ask  for  their  support  on  this  message  through  free  PSAs.   Our  jurisdiction  collaboration  included  presentations  to  the  PAG  Management  Committee  and   Regional  Council  for  their  feedback  and  follow  up  with  the  PIOs  to  share  the  message  through   their  communication  channels.     We  have  received  commitments  from  the  following  media  outlets:  KVOI,  KVOA,  KOLD,  KGUN,   Arizona  Daily  Star,  the  Explorer,  Tucson  Sentinel  and  KXCI  where  PSAs  have  already  been  placed   or  scheduled.  The  City  of  Tucson,  Oro  Valley  and  Marana  PIOs  have  communicated  the   pedestrian  safety  message  through  their  social  media  outlets  and/or  newsletters.  The   pedestrian  safety  video  has  been  viewed  more  than  900  times  after  less  than  30  days  online.     Educating  the  public  regarding  the  seriousness  of  pedestrian  safety  and  what  steps  everyone   can  take  to  prevent  pedestrian  fatalities  or  injuries  is  expected  to  improve  pedestrian  safety   through  behavioral  change  because  of  the  elevated  awareness  of  this  issue  and  messaging  that   asks  people  to  not  only  watch  out  for  each  other  but  to  take  care  of  themselves  as  well.     On  one  lesson  learned  to  date,  we  received  feedback  on  providing  a  variety  of  targeted   pedestrian  safety  messages  to  reach  more  target  audiences.  We  are  in  the  process  of  working   with  one  media  outlet  to  help  develop  additional  targeted  messages.     Next  Steps     During  the  course  of  the  next  1-­‐2  years,  PAG  plans  to  conduct  outreach  activities,  such  as   crosswalk  promotions,  to  further  build  awareness  of  pedestrian  safety,  and  will  continue  to   collaborate  with  member  jurisdictions  and  the  local  media  to  run  PSAs  or  deliver  the  pedestrian   safety  message  through  their  respective  communication  channels.   7    


Executive  Summary      

Pedestrian  safety  is  a  real  issue  in  southern  Arizona.  Since  the  Tucson  region  averages  more   than  20  pedestrian  fatalities  per  year,  above  the  national  average,  Tucson  was  named  a   Pedestrian  Safety  Focus  City  in  2011  by  the  Federal  Highway  Administration.       In  meeting  the  goals  of  its  Regional  Pedestrian  Plan,  approved  by  the  PAG  Regional  Council  in   December  2014,  PAG  developed  a  regional  “Walk  Safe.  Drive  Safe.”  pedestrian  safety  campaign   to  help  build  awareness  on  pedestrian  safety  through  a  website,  social  media,  media  PSAs,  a   30-­‐second  YouTube  video  and  outreach  activities.     The  call-­‐to-­‐action  message  asks  people  to  watch  out  for  each  other  and  to  take  care  of   themselves.     PAG  collaborated  with  local  media  outlets  and  public  information  officers  of  our  member   jurisdictions  to  help  spread  the  message  through  public  service  announcements  and  through   each  jurisdiction’s  respective  communication  channels.  The  campaign  launched  in  May  2015   and  will  continue  over  the  next  1-­‐2  years.     Without  their  collaborative  support  to  deliver  this  important  safety  message,  we  would  have   been  limited  to  a  brief  outreach  campaign,  maybe  3-­‐5  weeks  vs.  a  1-­‐2-­‐year  campaign.          

           

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Appendix  A:   Website:  WalkSafeDriveSafe.com  

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Appendix  B  

 

YouTube:  PSA  Video  and  Script    

    VIEW  VIDEO  AT:  www.YouTube.com/PAGregion        

  VIDEO  COVER  IMAGE:      

                              SCRIPT:   Upbeat  and  positive  music:     A  quick  succession  of  shots  of  a  guy  getting  out  of  bed,  brushing  his   teeth,  running  on  a  treadmill,  eating  a  healthy  breakfast,       Narrator:  You  take  care  of  yourself.  

 

Same  guy  dialing  his  cell  and  saying,  “Love  you.  See  you  soon,”  as  he   heads  out  the  door.  

 

Narrator:  You  make  plans...have  hopes.  

 

Cut  to  same  guy  walking  down  the  street  downtown.  

 

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Cut  to  a  pretty  girl  sitting  at  an  outdoor  café.  She  sees  the  guy  walking   on  the  other  side  of  the  street  and  waves  and  smiles.  The  guy  waves   back,  clearly  smitten.    

 

Narrator:  You  pursue  dreams  for  tomorrow.    

 

Cut  to  the  guy  starting  to  cross  the  street  with  eyes  on  her.  A  fast-­‐ moving  car  enters  frame.  The  screen  goes  black  and  all  sound  stops  with   a  squeal  of  tires.  

 

Cut  to  girl  with  frightened  look  and  hands  over  mouth.  Cut  to  her   subjective  view.  The  guy  is  standing  on  other  edge  of  street  with  a  car   stopped  right  in  front  of  him,  having  narrowly  missed  being  hit.  He   shakes  his  head  and  steps  back  to  the  curb.  

 

Narrator:  But  what  if  tomorrow  doesn’t  come?  What  if  you  miss  just   one  step?  

 

Cut  to  guy  waiting  at  nearby  signalized  crosswalk.  We  see  the  crossing   indicator  turn  green.  He  looks  left,  then  right,  then  left  again  and   crosses.  

 

Narrator:  Last  year  250  were  injured  and  20  killed  crossing  the  street   in  Pima  County.  Take  the  time  to  cross  with  care.   Cross  at  intersections,  and  make  sure  drivers  see  you.    

 

He  arrives  and  gives  her  a  hug,  cut  to  shot  from  other  side  of  street  with   cars  going  by  in  foreground  as  they  turn  and  go  into  café.  

 

Narrator:  And  drivers,  watch  out  for  pedestrians  too.  

 

Scene  blurs  and  www.WalkSafeDriveSafe.com  superimposes  over  scene.  

 

Narrator:  Visit  walk  safe,  drive  safe  dot  com  to  sign  your  Pedestrian   Safety  Pledge  and  learn  more.      

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Appendix  C    

 

Radio:  PSA  with  KVOI  1030  AM             SCRIPT:   Narrator:   Every  year,  250  pedestrians  are  seriously  injured  in  crashes  on  our   streets.  Of  those,  over  20  people  never  see  their  families  again.  When   you  cross  the  street,  be  sure  drivers  see  you.  When  driving,  always  look   for  pedestrians  crossing  the  street.  Anywhere.  Anytime.  It’s  the  safe   thing  to  do.   Walk  Safe.  Drive  Safe.  Let’s  all  watch  out  for  each  other.  To  learn  more,   visit  “Walk  Safe  Drive  Safe  Dot  Com”  

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Appendix  D  

Twitter:  Engagement  with  Oro  Valley  AZ  Gov  and  individuals            

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Appendix  E  

Facebook:  Engagement  with  TEDxTucson  and  RTA  Pima  County      

 

 

 

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Appendix  F   Newspaper,  print:  PSAs  in  Arizona  Daily  Star,  06/17/2015,  page  B4    

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Appendix  G   Newspaper,  online:  PSAs    on  Arizona  Daily  Star’s  www.Tucson.com    

 

BIG  BOX  AD  –  300  x  250  PX    

        LEADERBOARD  AD  -­‐  728  x  90  PX    

 

 

 

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Appendix  H   LISTSERV:  Engagement  with  City  of  Tucson              

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Walk Safe. Drive Safe. Campaign (shown via an award application)