2014 Operation 2014 Operation Lifesaver Lifesaver Leadership Leadership Leadership Leadership Conference – Conference – The “See Tracks? The “See Tracks? The See Tracks? The See Tracks? Think Train” Think Train” Campaign Campaign
Ninety six percent of Ninety-six percent of all rail-related deaths are due to people p p trying to beat a train at a crossing or walking on train tracks. Most of these deaths are deaths are preventable. The Honorable Joe Szabo, Federal Railroad Administrator
2013 Rail Crossing and Trespassing Safety Data S f D Trespassing Crossing Crossing Deaths and Deaths and Collisions Injuries Injuries Injuries Injuries UP 5% UP 7.7% UP 1.5% Crossing Fatalities Trespassing Fatalities Crossing Collisions and Injuries and Injuries and Injuries and Injuries The number of The number of railroad The number of railroad trespasser fatalities crossing collisions crossing collisions crossing fatalities and crossing fatalities and and injuries on railroad rose from 1,971 in 2012 injuries rose from 1,175 property rose from 843 to 2,067 in 2013. in 2012 to 1,193 in 2013. in 2012 to 908 in 2013
In Response to the Uptick in Incidents A Unified, National Public Awareness Campaign – OLI partnered with AAR to OLI partnered with AAR to develop: ST3 campaign addresses trespass prevention, railroad crossing safety, and passenger rail/transit safety and passenger rail/transit safety. Based on a boxing theme, relevant to a key 18-35 year-old male target audience audience. Key message is a person or vehicle does not stand a chance against a train train – It s No Contest . “It’s No Contest” Campaign materials are bilingual, and available in many different formats formats.
See Tracks? Think Train! Public Service Announcements English and Spanish ‐ language Video PSA (trespass prevention) ‐‐ :60, :30, and :15 English and Spanish ‐ language Radio PSA (crossing safety) ‐‐ :30 and :15 English and Spanish ‐ language Radio PSA (trespass prevention) ‐‐ :30 and :15
See Tracks? Think Train! Print Materials
Campaign Microsite w w w.SeeTracksThinkTrain.org
Results So Far: • More than 200 TV, radio and print news stories on ST3 campaign p g • Combined audience of over Launch Launch Launch Launch 3.6 million April 8, 2014 – Washington DC. Washington DC. OLI, AAR, FRA, FTA, Campaign Spokesmen conduct Satellite Media Tour and National Press Conference
ST3 Campaign Spokespersons Mark Kalina Mark Kalina Russ Fletcher Russ Fletcher
TV and Radio PSA Placements Home Front Communications is “pitching” TV and Radio PSA placements in Top 15 States for trespassing casualties:
National-Level ST3 Events For State OL Programs Programs around the US, International Level Crossing Awareness Day is ST3 Day! May 10, 2014 – 160 Amtrak Stations Around the Country will celebrate NTD and feature ST3 Activities with booths manned by OL Volunteers
Examples of Planned and Ongoing ST3 Activities ST3 Trespass Prevention, Rail Crossing Safety, and Transit/Passenger Rail Safety Activities Planned for Regional Focus Periods Activities Planned for Regional Focus Periods → Movie Theaters will air ST3 Trespasser Video PSA in 12 States → Train Stations will air ST3 Trespasser Video PSA in 3 States → T i S i ill i ST3 T Vid PSA i 3 S → Radio Stations will air ST3 Trespasser and Crossing Safety PSA in 7 States → ST3 Highway Billboards with Trespasser and Crossing Safety Message in 6 States → ST3 Posters and Signs → ST3 Posters and Signs – Placed in transit buses, transit rail cars, train stations, Placed in transit buses transit rail cars train stations near high ‐ risk crossings, “indoor advertising”, schools & colleges in 15 States → ST3 Special Events – State Fairs, Rodeos, Safety Trains, Sporting Events, Trade Shows & Conferences, Training Classes, Community Blitzes in 28 States
Thank You! Keep In Touch Contact facebook.com/operation.lifesaver twitter.com/olinational pinterest.com/olinational instagram.com/operation_lifesaver_inc vimeo.com/operationlifesaver/ vimeo.com/operationlifesaver/ Joyce Rose, President Operation Lifesaver, Inc. 1420 King Street, Suite 201 operation.lifesaver Alexandria, VA 22314 Phone: 703-739-1065 Email: jrose@oli.org
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