STRATEGIC COMMUNICATION PLAN FFY 2020 · 2019-12-02 · that alcohol is a key factor on all PR crashes, injuries and fatalities. Speed and aggressive driving ranks #2. As explained

STRATEGIC

COMMUNICATION PLAN

FFY 2020

FY2019-2020 PRTSC SCP P a g e |2

TABLE OF CONTENTS

Page

Executive Summary .................................................................................................................3

Data Analysis ..........................................................................................................................4

Strategic Goal ..........................................................................................................................6

Impaired Driving Media Campaign .........................................................................................7

Speed and Aggressive Driving Media Campaign ...................................................................12

Non-Motorized Media Campaign (Pedestrian Safety) ...........................................................15

Occupant Protection Media Campaign ...................................................................................18

Seat Belt Usage Media Campaign ..............................................................................18

Child Restraint Prevention and Educational Effort ....................................................21

Motorcycle Awareness Media Campaign ..............................................................................24

Motorcyclist Safety Media Campaign ....................................................................................27

Youth Impaired Driving Media Campaign .............................................................................30

Bicyclists Prevention and Educational Effort (Non-Motorized Media Campaign) ................34

Distracted Driving Media Campaign ......................................................................................37

PESET Educational Media Campaign ...................................................................................41

(Parque Educativo de Seguridad en el Tránsito/Traffic Safety Educational Park)

PRTSC Media Calendar FY2020............................................................................................44


EXECUTIVE SUMMARY

Puerto Rico (Spanish for Rich Port, abbreviated PR), officially the Commonwealth of PR, is a

territory of the United States (US) located in the northeast Caribbean Sea, approximately

1,000 miles (1,600km) southeast of Miami, Florida. An Archipelago among the Greater Antilles

located between the Hispaniola and the US Virgin Islands, PR includes the eponymous main

island and several smaller islands, such as Culebra and Vieques. PR territory's population is

3,195,153 million. The capital and most populated city (46th largest city in US) is San Juan with

320,967 habitants. The second largest city is Bayamón with 170,480 habitants, both part of the

metropolitan area. According to the Census one third of PR’s entire population

(2,130,102 million) is situated in the metropolitan area (census.gov/quickfacts/PR/rev.2018). Other

major cities are Caguas, Ponce and Mayagüez. Spanish and English are the official

languages, though Spanish predominates.

Although two years have passed since hurricane Maria violently hit the Island, you can still see

deterioration mainly in infrastructure and in traffic roads. These has made people modify their

actions, including the way the behave towards traffic. There are still missing much traffic lights,

road signs, marking of pavement and crosswalks. All these provokes pettiness of road safety rules

and regulations when conducting a motor vehicle. The departure of experienced and specialized

traffic police officers to the US main land and the bureaucracy procedures for hiring new resources

translates as lack of police enforcement. We find more incidence of crashes and property damage,

therefore, more traffic injuries or deaths.

It is the Puerto Rico Traffic Safety Commission (PRTSC) mission to achieve positive results in

the education message to the population, in its segments in order to prevent traffic injuries or

deaths. Therfore, the Strategic Communication Plan (SCP) will focus on working on educational

and prevention campaigns designed, planned and executed, allied with law enforcement to reduce

injuries and fatal crashes.

The three-year period, 2015-2017, demonstrates

significant accomplishments in preventing and

reducing fatal crashes on the roadway. For

two years consecutives, traffic fatalities have

remained below 300. Yet, this is not the

panorama for year 2018 that states a preliminary

308 traffic deaths. Although we will be using

years 2015-2017 statistics for these purposes, we

cannot ignore the changes in people’s behavior.

Will remain focusing on maintaining media buy frequency and gaining earned media through

traditional media, social media and owned media. Each campaign strategy is detailed in this SCP,

by identifying traffic safety problems, analysis of relevant data to establish target audiences and

best strategies to communicate awareness and prevention. Furthermore, will conduct surveys that

will reveal strengths and weaknesses of each program to identify the behaviors among vehicle

occupants of traffic safety media campaigns to solidify the strategies and action plan.

310

279290

2015 2016 2017

P R T R AFFIC FAT AT LIESY EAR S 2 0 1 5 - 201 7


DATA ANALYSIS

Analysis of Educational Priorities The following table shows traffic fatalities by program area and collision factors. When reading

the table below, it is important to understand that one collision/fatality can present more than one

contributing factor, for example: a fatality may have an alcohol factor, speeding factor and a

non-use of safety belt. The Total column indicates the number of fatalities which presents the

contributing collision factor related to the program area.

Traffic fatalities are consequences of combined circumstances and although these numbers come

from previous years, the tendency is still the same. Roadways are not being properly patrolled,

they do not count with the necessary road signs, marks and traffic needs, which leads to breach of

traffic laws and regulations.

Even though it is a challenge, PRTSC needs to address traffic behavior inappropriate practices in

order of occurrence. Ranking #1 is alcohol impaired driving. Statistics over the years have proven

that alcohol is a key factor on all PR crashes, injuries and fatalities. Speed and aggressive driving

ranks #2. As explained before, stressed drivers lead to speeding, reckless and aggressive driving,

putting in danger themselves, their occupants, other drivers and non‑motorized vulnerable citizens.

As for pedestrian fatalities, which ranks #3, it is expected to have a significant increase, as reflected

on the previous table. This caused by pedestrian crosswalks without proper illumination, operating

systems, marks or signs; a problem desperately needed to be solved, but sadly continues to exist.

Another traffic fatalities that continue to increase are unrestrained deaths. Motorcyclists and

bicyclists fatalities rank among the lowest, but even one traffic fatality is plenty. There is yet so

much to be done, when it comes to road safety.

2015 2016 2017

310 279 290 879 % Rank

Alcohol Impaired Driving 100 99 96 295 34% 1

fatalities w/drivers ages 0-17 w/.00+ BAC,

ages 18-20 w/.02+ BAC & ages 21+ w/.08+ BAC

and motorcyclists drivers w/.02+ BAC

Speed and Aggressive Driving 118 97 77 292 33% 2 speeding related fatalities

Non-motorized (Pedestrians) 101 89 98 288 33% 3 pedestrian fatalities

Occupant Protection 77 82 88 247 28% 4 unrestrained fatalities, including ages 0-8

Motorcycle 48 45 28 121 14% 5 motorcyclists riders fatalities

Youth Impaired Driving 24 21 17 62 7% 6

fatalities w/drivers ages 0-17 w/.00+ BAC,

drivers ages 18-20 w/.02+ BAC & drivers

ages 21-24 w/.08+ BAC

Non-motorized (Byciclists) 11 9 10 30 3% 7 byclists fatalities

Analysis of Educational Program ProritiesAverage

293Fatalites

YearTotal

Description


Analysis of Paid Media Buy versus Earned Media The table below results represent Paid Media Investment versus the gained Earned Media. Earned

media or free media refers to publicity gained through promotional efforts other than paid media

advertising, which refers to publicity gained through advertising. The increasing use of earned

media provides ways in which to engage target audience. A Nielsen study in 2013 found that

earned media is the most trusted source of information and is the channel most likely to stimulate

the consumer to action, validating what stipulated on the Executive Summary, will remain focusing

on maintaining media buy frequency and gaining earned media. This year’s projections will seek

that the educational campaigns will pay for itself through Earned Media.

Puerto Rico Traffic Commission Communications’ Area will dedicate year 2019-2020 to work all

program areas to create strategic educational campaigns that will contribute to decrease the death

rates in the island roadways. Will continue efforts towards increasing education from social media

platforms, paid media on all type or sources and by impacting the communities with massive

events. Traffic safety message must be continuous and unstoppable, understanding that there is

always room for improvement to protect the lives of all Puerto Rico’s citizens

All data used provided by NHTSA Traffic Safety Facts PR 2015-2017.

Paid Media Earned MediaEarned

Exposure

Alcohol Impaired Driving $842,438.47 $238,002.45 28%

Speed and Aggressive Driving 269,828.53 507,779.44 188%

Non-motorized (Pedestrians) 229,050.15 106,721.44 47%

Occupant Protection 294,760.36 82,129.14 28%

Motorcycle 77,947.17 10,604.44 14%

Youth Impaired Driving 10,000.00 34,244.00 342%

Non-motorized (Byciclists) 17,880.20 3,476.44 19%

Distracted Driving* 195,764.45 255,706.44 131%

Total $1,937,669.33 $1,238,663.79 64%

*Fatalities are non accounted for by the PR Police Department

Communications Area

FY17 Paid Media versus Earned Media

Program Area

Communications Funds


STRATEGIC GOAL

Overview All strategies planned to be implemented have been carefully chosen based on data analysis

provided by numerous sources, including previous attitude surveys, articles and editorials

regarding Puerto Rico’s culture behavior and preferences, data analysis provided by the NHTSTA

2015-2017 Traffic Performance Measures for PR, FARS, PR DOT, Police Department, Forensics

Sciences Institute, Automobile Accident Compensations Administration, and SAFETY/CARE

Platform. Will withstand all proposed planned activities and derive target market to identify

specific population segments based on data age and gender. It will also be taken in consideration

cities and/or locations with more incidents, weekdays and hours period, among others.

Communications and Outreach

• Media Buy Plans

▪ Persuade Target Market

▪ Message Frequency

▪ Bonus Spots

• Mass Events and Impacts

▪ Impact Target Market

▪ Message Recognition

▪ Brand Respect

• Earned Media

▪ Target Market Engagement

▪ Owned Media Platforms

▪ Public Relations

• Government, Private Sector and Non-profit Partnerships

▪ Promotion, Resource and Support

▪ Integrate, combine and promote workplans

• Attitude and Observational Survey

▪ Statistics, Research and Performance

Projects Strategies Funds will be used for campaign production, media buy, owned media operations, media

monitoring services, photography and videography services, among others. Will accomplish these

strategies through contractors. Contractor’s function will include creating and developing public

awareness campaigns, production of videos and audio, print, graphic and digital content. Also,

generating media buy plans. They are also used to assist in media monitoring public affairs, news

related to traffic safety and the PRTSC overall media exposure. Photography and Video Services

provide content to upload on owned media and to provide to traditional media.

Will continue engagement with partnerships to raise awareness on traffic safety issues. Partners

include local and state government agencies, telecommunications companies, non-profit

organizations, schools, colleges and universities, insurance companies and automotive industry,

among others.


IMPAIRED DRIVING MEDIA CAMPAIGN

Problem Overview Multiple researches and studies reaffirmed that

the damages caused by DWI are at different

levels: physical, psychological, emotional and

financial. Lives are lost, families destroyed, and

financial status can decline very fast when a

person suffers major injuries and cannot provide

for itself and/or the family. Much have been lost

because of the irresponsible and criminal

behavior of drinking and driving.

According to NHTSA Fatality Analysis Reporting System, FARS, in 2017, ninety-six (96)

impaired driving fatalities occurred. This indicates a 4% decrease from 2015 to 2017.

Program Goal To decrease the number of fatalities in crashes involving a driver or motorcycle operator with a

BAC of .08 and above in 4.3 percent from the 2017 calendar base year of 96 in 2017 to 92 in 2020.

Objective Reach at least 70% of target audience with the educational message of consequences of alcohol

impaired driving and its legal effect as established on PR Act 22-2000 with a frequency 3+ and

increase impressions by 2% from 3,061,887 to 3,123,125 at the end of year 2020. The term

“impression” is each time an individual is exposed to a message received through any type of

media. The number is calculated based on parameters pre-established by media systems and

programs.

Message and Talking Point The educational message will be developed based on program goal and objective youth alcohol

impaired driving. It can include “Guiar borracho es un crimen, serás arrestado” (drunk driving

is a crime, you’ll be arrested) for mobilizations and crackdowns and “Guiar borracho no es

alternativa” (drunk driving is not an alternative) to encourage a designated driver and alternative

transportation.

Target Identification Will consider age, gender and period to focus the strategies in achieving the goal.

• Audience

▪ primary –men 25-36; 210,878 estimated*

▪ secondary –men 37-49; 314,516 estimated* *Population Information from American Fact Finders 2013-2017

• Zone- Metropolitan Area; taking in consideration the five municipalities with greater incidents.


• Weekday & Hours- according to statistics mayor incidents occurred Thursday to Sunday

6:00pm to 1:59am. The process of selecting days and hours patterns will depend of the data

systems’ that evaluates target market details and preference. Further information will be given

on Media Tactics.

• Period

▪ Thanksgiving Week**

▪ Pre-Holidays Season***

▪ Holidays Season**

▪ Easter Weekend**


▪ Pre-summer Season***

▪ Summer Season**

▪ Labor Day Weekend**

(**according with PRTSC mobilizations & NHTSA crackdown periods;

***social norming prevention and educational effort)

Strategic Communications Plan Focusing on maintaining media buy frequency and obtaining more earned media through

traditional and social media.


Media Tactics It is proposed to produce, reproduce or edit strategic pieces to obtain better results in the objective

commitment. Can create Radio, Digital, Out of Home and Educational Pieces. Creative Concept

will be based on Proposal’s Statement of Problem, target and this program goal and objective.

Result in the production of strategic pieces for a better commitment of objectives. For year 2020

the PRTSC Standard Field Sobriety Test (SFTS) program will have its official release. This

program is used by law enforcement officers and prosecutors to identify both, alcohol impaired

and drug impaired drivers from roads and highways. It also serves so that these identified cases

can be sustained in the judicial system. Will produce pieces to obtain this objective. Can create

Radio, Digital, Out of Home and Educational Pieces. These pieces will be strategically released

as follow:

• Paid Media- establishing the creative concept and media plan strategies in accordance to the

reality of the media and the commitment with the target audience. The amount of purchase

will depend on the traffic fatalities, demographic and market research. The purchase amount

will depend on the traffic fatalities and demographic, market studies, analysis newspapers

circulation, Google Analytic, Alexa.com, Nielsen and Arbitron. Buy plan can include:

▪ 29%- TV Investment

▪ 25%- Internet Investment

▪ 20%- Radio Investment

▪ 10%- Movie Theater Investment

▪ 11%- Outdoor Media Investment

▪ 6%- Print Investment

• Frequency in exposing the message- the frequency will aim to reach the same person

repeatedly. The budget will determine how much frequency can be given to each advertised

effort. For example, a frequency of 2+ implies that the same person will be exposed to the

same message at least two times during the advertised campaign.

• Earned Media- the strategy will consist of lobbying Public Relations which may include press

conferences, media tours, interviews, press releases, as well and distribution of educational

content and increase frequency with bonuses gained thru media buy.

• Owned Media (Websites, Social Channels and Mobile Sites)

▪ promoting owned media platforms (Facebook, Instagram, Twitter, YouTube, among others).

▪ produce shareable educational content using hashtags to engage owned media platforms.

▪ generate live and real-time videos on live digital platforms.

▪ boost social media platforms contracting advertising space as PRTSC authorized agent to

promote the educational message when Buy Media Plans is being aired

• Strategic integration with PRPD and Municipality Police work plans- the main strategy is to

communicate the active work of the Municipal and State Police forces and promote their work

plan.


• Massive Events and Impact Activities - presence in public interest events and activities will

be a year-round strategy used for public engagement. Puerto Rico’s citizens have an active

social life and enjoy crowded events as they show social acceptance. As it will have a direct

influence on attendees, educational content distribution will be a proactive goal in this section.

Evaluation

• PRPD, FARS’ and SAFETY/CARE Statistics

• Number of people impacted through events

• Social Media Analytics Reports, Publicity Report and Post Campaign Reports

• PRTSC Impaired Driving Attitude Survey: campaign message awareness and recall study

Surveys PRTSC has the mission to implement strategic plans to reduce impaired driving traffic crashes,

injuries and deaths. To evaluate all these efforts an alcohol impaired driving survey will be

conducted in accordance with Survey recommendations for the NHTSA-GHSA Working Group

of 2009; surveys are conducted to track driver attitudes and awareness of highway safety

enforcement, communication activities and self-reported driving behavior. The survey will present

awareness attitudes and of respondents’ essential to understand drunk driving practice. With a non-

intimidating environment, the information gathering unveil facts regarding drivers’ opinions,

knowledge, level of awareness and attitudes regarding alcohol consuming patterns, driving after

consuming alcohol, perception of risk such as getting caught by police (enforcement), safety and

the effect of DWI prevention messages. It will also allow a broader data analysis beyond statistic

data provided by PRPD and FARS.

JANUARY FEB

Earned Media - S M T W T F S

December 11, 2019 to January 6, 2020** 26 27 28 29 30 31 1

Paid Media - December 15 to 31, 2019

FEBRUARY

S M T W T F S S M T W T F S

2 3 4 5 6 7 8 9 10 11 12 13 14 15

FEBRUARY


16 17 18 19 20 21 22 23 24 25 26 27 28 29

* Subject to Mobilization's Approval.

** Subject to PR Election Ban's Approval. PRTSC

SURVEY DATA ANALYSIS SURVEY SUBMISSION, DISCUSSION &

APPROVAL

Enforcement -

December 13, 2019 to January 1, 2020

Alcohol Impaired Driving

Holidays Crackdown Campaign

SURVEY FIELD WORK

FISCAL YEAR 2019-2020

ALCOHOL IMPAIRED DRIVING SURVEY TIME FRAME*

SURVEY QUESTIONER

SELECTION & APPROVAL


S M T W T F S

1

2 3 4 5 6 7 8 Speed Driving Mobilization**

9 10 11 12 13 14 15 Earned Media- February 10 to 23

16 17 18 19 20 21 22 Paid Media- February 12 to 21

23 24 25 26 27 28 29 Enforcement- February 11 to 23

*Subject to PR Election Ban's Committee Media Campaign Approv al

** Subject to Mobilization's and Fund's Approv al

February 2020*

SPEED AND AGGRESSIVE DRIVING MEDIA CAMPAIGN

Problem Overview At this moment in Puerto Rico we see a lack of social commitment in rules and behavior of people

towards traffic, this is seen from Hurricane María. An event that has marked the entire population

and that even in the second trimester 2019 there are people who do not have basic services, such

as electricity and drinking water. This has made people modify their actions, including the way

the behave towards traffic. There are no traffic lights or sings, still to be required there is no

courtesy from the people, and they do as they please when conducting a motor vehicle.

Program Goal To decrease the five-year moving average of the number of speeding-related fatalities in 23.2

percent from 112 in 2017 to 86 in 2020.

Objective To reach at least 65% of the target audience with the educational message of the consequences of

speed and aggressive driving and its legal effect as established on PR Act 22-2000 with a

frequency 2+ and increase impressions by 2% at the end of year 2020. The term “impression” is

each time an individual is exposed to a message received through any type of media. The number

is calculated based on parameters pre-established by media systems and programs.

Message and Talking Point The educational message will be developed based on program goal and objective Speed and

Aggressive Driving Media Campaign. It can include - “Respeta los límites de Velocidad, si no

obedeces pagas” (Respect Speed Limits Obey or Pay the Fine).

Target Identification

Will identify the specific population, age, gender and period to focus our strategies to achieving

the goal:

• Audience- Primary –men 18-36; 715,255 estimated*

*Population Information from American Fact Finders 2013-2017 American Community Survey

• Period- February, per Coordinator recommendation and selected date

Speed Fatalities Years 2015-2017 Category 2015 2016 2017 Total

Fatalities 310 279 290 879

Speed Fatalities 118 97 77 292 % 38% 35% 27% 33%


• Zone & Hours- Metropolitan Area with 33% of fatalities and 22% of injuries; 6:00pm to

1:59am. The process of selecting days and hours patterns will depend of the data systems’ that

evaluates target market details and preference. Further information will be given on Media

Tactics.



Media Tactics It is proposed to produce strategic pieces to obtain better results in the objective commitment. Can

create Radio, Digital, Out of Home and Educational Pieces. Creative Concept will be based on

Proposal’s Statement of Problem, target and this program goal and objective. Result in the

production of strategic pieces for a better commitment of objectives. These pieces will be

strategically released as follow:





circulation, Google Analytic, Alexa.com, Nielsen and Arbitron. The Media Buy can include:





















MARCH

S M T W T F S

Earned Media - February 10 to 23, 2020** 8 9 10 11 12 13 14

Paid Media - February 12 to 21, 2020**

MARCH


15 16 17 18 19 20 21 22 23 24 25 26 27 28

MARCH APRIL


29 30 31 1 2 3 4 5 6 7 8 9 10 11

PRTSC* Evaluation of the 2020 Campaigh; subject to Fund's Approval.

** Subject to PR Election Ban's Period Approval.

SURVEY FIELD WORK


APPROVAL


SPEED AND AGGRESSIVE DRIVING SURVEY TIME FRAME*

Speed and Aggressive Driving

Mobilization Campaign

Enforcement - February 10 to 23, 2020 SURVEY QUESTIONER


• Strategic integration with PRPD and Municipality Police work plans- the main strategy is

to communicate the active work of the Municipal and State Police forces and promote their

work plan.

• Massive Events and Impact Activities- presence in public interest events and activities will




Evaluation




• PRTSC Speed Driving Attitude Survey: campaign message awareness and recall study

Surveys PRTSC has a mission to implement strategic plans to reduce speed and aggressive driving traffic

crashes, injuries and deaths. To evaluate all these efforts a speeding and aggressive survey will be

conducted as surveys are conducted to track driver attitudes and awareness of highway safety

enforcement, communication activities and self-reported speeding and aggressive behavior. The

survey will present awareness attitudes and of respondents’ essential to understand speeding and

aggressive practice. With a non-intimidating environment, the information gathering unveil facts

regarding drivers’ opinions, knowledge, level of awareness and attitudes regarding speeding and

aggressive, perception of risk such as getting caught by police (enforcement), safety and the effect

of the prevention messages. By analyzing results drivers’ opinion will be take into consideration

on decision-making. This feedback will allow PRTSC to compare results over time


NON-MOTORIZED SAFETY PROTECTION (Pedestrian Safety Media Campaign)

Non-Motorized Safety Problem Overview Non-motorized fatalities for the three-year period (2015-2017) account for 36% of deaths, and the

third cause of road fatalities in PR. Non-motorized fatalities refer to pedestrians, bicyclists, and

those who transit roadways and do not occupy a motor vehicle.

Pedestrian Safety Problem Overview Pedestrian represents 91% of non-motorized fatalities. The table beside reflects that pedestrian

fatalities keep increasing in its category with a 10% from year 2015 to year 2017.

Program Goal To reduce pedestrian fatalities 4.1 percent from the 2017 calendar year of 98 to 84 by

December 31, 2020.

Objective Reach at least 50% of target audience with the pedestrian safety educational message and its legal

regulations as established on PR Act 22-2000 with a frequency of 2+ and increase impressions*

by 2% for this campaign at the end of year 2020.

Target Audience

The data analysis obtained identifies specific population, age, gender and period to focus as

follows:

• Audience- Primary –men 50+; over 577,564 estimated*

*Population Information from American Fact Finders, 2017, American Community Survey

• Zone, Weekday & Hours- emphasize in the Metropolitan Area, but taking in consideration

the ten municipalities with greater incidents / Friday-Sunday / 6:00pm to 11:59am

Years 2015 2016 2017 Total

Total Fatalities 310 279 290 879

Non Motorized 112 98 108 318

Total Percent 36% 35% 37% 36%

Category 2015 2016 2017 Total

Non Occupants Fatalities 112 98 108 318

Pedestrian Fatalities 101 89 98 288



Media Tactics





























Evaluation




Pedestrian Awareness & Educational Effort

Message and Talking Point “Peatón Responsable” (be a responsible pedestrian)


Period

November 2019, per Non-Motorized Coordinator recommendation and selected date.

Media Tactics

The PRTSC will reproduce or edit strategic items, such as Radio, Digital, Out of Home and

Educational pieces to obtain better results in the objective commitment. Will develop a creative

campaign for all media (TV, Radio, Digital, Print, Out of Home) and Educational Materials.

Pedestrian- Driver Mobilization

Message and Talking Point “Somos Responsables” (We are all responsible)

Period

March 2020 and August 2020, per Non-Motorized Coordinator recommendation and selected date.

Media Tactics It is proposed to reproduce strategic pieces to obtain better results in the objective commitment.

Can reproduce or edit Radio, Digital, Out of Home and Educational Pieces.

Strategic integration with PR PD Work Plans for the Mobilization

The main strategy is to communicate the active work of the State Police if applicable and promote

their work plan. Municipalities Police can join, if applicable (according to the established rules

and parameters).

S M T W T F S

1 2

3 4 5 6 7 8 9 Pedestrian Safety Awareness,

10 11 12 13 14 15 16 Prevention and Educational Effort*

17 18 19 20 21 22 23 Earned Media- November 4 to 10

24 25 26 27 28 29 30 Paid Media- November 5 to 8

* Subject to Fund's Approv al

November 2019

S M T W T F S Non-motorized** Safety Mobilization S M T W T F S

1 2 3 4 5 6 7 (Pedestrian-Driver) 1

8 9 10 11 12 13 14 Earned Media- March 2 to 8 2 3 4 5 6 7 8 Non-motorized** Safety Mobilization

15 16 17 18 19 20 21 Paid Media- March 4 to 7 9 10 11 12 13 14 15 (Pedestrian-Driver)

22 23 24 25 26 27 28 Enforcement- March 2 to 8 16 17 18 19 20 21 22 Earned Media- March 2 to 8

29 30 31 23 24 25 26 27 28 29 Paid Media- March 4 to 7

30 31 Enforcement- March 2 to 8


**Subject to Mobilization's and Fund's Approv al

March 2020* August 2020*


OCCUPANT PROTECTION

Occupant Protection Problem Overview At this moment in Puerto Rico we see a lack of social commitment in rules and behavior of people


and that even after the second trimester of 2019 there are people who did not have basic services,

such as electricity and drinking water. This has made people modify their actions, including the

way they behave towards occupying a motor vehicle. In other words, they do as they please when

it comes to traffic. A key factor is a visible decrease in police officer´s presence, which translates

as lack of police enforcement. We find more incidence of crashes at intersections, and in addition

injuries or deaths due to unrestrained drives and passengers.

Seat Belt Usage Problem Overview According to NHTSA Fatality Analysis

Reporting System, FARS, for the

three-year period (2015-2017) PR had 247

unrestricted fatalities. A 12.5% increase

can be observed between 2015 and 2017.

Program Goal To decrease the number of unrestrained passenger vehicle occupant fatalities 13.6 percent from

the 2017 calendar year of 88 to 76 by December 31, 2020.

Objective Reach at least 60% of target audience with the educational message of the consequences of not

using the seat belt in all vehicle positions and its legal effect as established on PR Act 22-2000

with a frequency 2+ and increase impressions by 2% for each campaign at the end of year 2020.

The term “impression” is each time an individual is exposed to a message received through any

type of media. The number is calculated based on parameters pre-established by media systems

and programs.

Message and Talking Point “De día o de noche, si no te amarras, pagas” (Day and Night, Click It Or Ticket*).

*From now on CIOT for its acronym in English

Target Audience

Will consider age, gender and period to focus the strategies in achieving the goal:

• Zone- Metropolitan Area; with 21% of fatalities and 18% of injuries.

• Weekday & Hours- according to statistics mayor incidents occurred Friday to Sunday 6:00pm

to 1:59am. The process of selecting days and hours patterns will depend of the data systems’

that evaluates target market details and preference. Further information will be given on Media

Tactics.


• Period- October 2019 and May 2020

(according with PRTSC Mobilization & NHTSA CIOT’s Mobilization)

• Audience- primary – men 18-24; secondary – men 25-36; (563,179 estimated*)

* Population Information from American Fact Finders 2013-2017 American Community Survey

Media Tactics The PRTSC will produce a new campaign to raise awareness unrestrained fatalities, as last full

campaign was launch in year 2016. Will develop a creative campaign for all media (TV, Radio,

Digital, Print, Out of Home) and Educational Materials. Creative Concept will be based on

Proposal’s Statement of Problem, target, goal and objective. Pieces will be released as follow:












• Strategic integration with PR PD Work Plans for each Mobilization- the main strategy is


work plan (according to the established rules and parameters).

S M T W T F S

1 2

3 4 5 6 7 8 9

10 11 12 13 14 15 16 CIOT*** Mobilization (Seat Belt)

17 18 19 20 21 22 23 Earned Media- May 18 to 31

24 25 26 27 28 29 30 Paid Media- May 20 to 29

31 Enforcement- May 18 to 31


** Subject to Mobilization's and Fund's Approv al

May 2020*


1 2 3 4 5 1 2

6 7 8 9 10 11 12 3 4 5 6 7 8 9

13 14 15 16 17 18 19 10 11 12 13 14 15 16

20 21 22 23 24 25 26 17 18 19 20 21 22 23

27 28 29 30 31 24 25 26 27 28 29 30

Seat Belt Mobilization

Earned Media- October 28 to November 2

Paid Media- October 29 to 31

Enforcement- October 28 to November 2

October 2019 November 2019


Surveys

• Attitude Surveys- PRTSC has a mission to implement strategic plans to reduce vehicle

occupant traffic crashes, injuries and deaths. To evaluate all these efforts a seat belt usage

attitude survey will be conducted. With a non-intimidating environment, the information

gathering unveil facts regarding drivers’ opinions, knowledge, level of awareness and attitudes

regarding seat belt and car seat, perception of risk such as getting caught by police

(enforcement), safety and the effect of the prevention messages. Results will be taking into

consideration for decision-making. Feedback will allow PRTSC to compare results over time.

• Seat Belt Observational Study- will take on account the parameters and regulations

established by NHTSA to conduct an observational study to will identify areas of improvement

for future unrestrained passengers strategic planning and future campaigns.

MAY

Earned Media - May 18 to 31, 2020*** S M T W T F S

Paid Media - May 20 to 29, 2020*** 10 11 12 13 14 15 16

MAY


17 18 19 20 21 22 23 24 25 26 27 28 29 30

JUNE


31 1 2 3 4 5 6 7 8 9 10 11 12 13

* CIOT= Click It Or Ticket

** Subject to Mobilization's and Fund's Approval.

*** Subject to PR Election Ban's Approval.


CIOT* CAMPAIGN SURVEY TIME FRAME**

SURVEY FIELD WORK


APPROVAL

CIOT Mobilization Campaign

Enforcement - May 18 to 31, 2020

SURVEY QUESTIONER



Child Restraint

Problem Overview According to NHTSA Fatality Analysis

Reporting System, FARS, for the

three-year period (2015-2017) PR had 3

unrestricted fatalities ages 0-8. A 100%

increase can be observed between 2015

and 2017.

Program Goal Increase the use of child safety seats from 81.7% during 2018 to 83% by December 31, 2020.

Objective Reach at least 40% of target audience with the educational message of the consequences of not

using a car seat and its legal effect as established on PR Act 22-2000 with a frequency 2+ and

increase impressions* by 2% for each campaign at the end of year 2020. The term “impression” is

each time an individual is exposed to a message received through any type of media. The number

is calculated based on parameters pre-established by media systems and programs.

Message and Talking Point

“Asiento Protector, Úsalo Correctamente” (use the car seat properly).

Target Audience

Will consider age, gender and period to focus the strategies in achieving the goal:

• Zone- Metropolitan Area; with 67% of fatalities and 16% of injuries.

• Weekday Hours- Monday-Friday / 6:00pm to 1:59am

• Audience- Much conducted studies thru time in PR reflects that most PR households are

headed by women, therefore audience will be as follow:

▪ Primary –women 18-36; 490,509 estimated*

▪ Secondary – women 25-44; over 872,879 estimated* * Population Information from American Fact Finders 2013-2017 American Community Survey

• Period- will launch on September as this is the National Child Safety’s Month.

S M T W T F S

1 2 3 4 5

6 7 8 9 10 11 12 Child Passenger Awareness,

13 14 15 16 17 18 19 Prevention and Educational Effort**

20 21 22 23 24 25 26 Earned Media- September 20 to 26

27 28 29 30 Paid Media- September 22 to 25


** Subject to Fund's Approv al

September 2020*



commitment. Can create or edit Radio, Digital, Out of Home and Educational Pieces. Creative

Concept will be based on Proposal’s Statement of Problem, target and this program goal and

objective. Result in the production of strategic pieces for a better commitment of objectives.






▪ 30 %- TV Investment






Surveys

• Attitude Surveys- PRTSC has a mission to implement strategic plans to reduce vehicle

occupant traffic crashes, injuries and deaths. To evaluate all these efforts a car seat usage

attitude survey will be conducted. With a non-intimidating environment, the information

gathering unveil facts regarding drivers’ opinions, knowledge, level of awareness and attitudes

regarding car seat, perception of risk such as getting caught by police (enforcement), safety

and the effect of the prevention messages. Results will be taking into consideration for

decision-making and to compare results over time.

• Car Seat Observational Study- will take on account the parameters and regulations

established by NHTSA to conduct an observational study to will identify areas of improvement

for future unrestrained passengers ages 0-8 strategic planning and future campaigns.

OCTOBER

S M T W T F s

Earned Media - September 15 to 21, 2019 13 14 15 16 17 18 19

Paid Media - September 15 to 21, 2019

OCTOBER NOVEMBER


20 21 22 23 24 25 26 27 28 29 30 31 1 2

NOVEMBER


3 4 5 6 7 8 9 10 11 12 13 14 15 16

* Subject to Fund's Approval.


OCCUPANT PROTECTION (CAR SEAT) SURVEY TIME FRAME*

SURVEY FIELD WORK


APPROVAL

Child Passegner Awareness,

Prevention and Educational Effort

SURVEY QUESTIONER



Occupant Protection Strategic Communications Plan


















Evaluation




• PRTSC Occupant Protection Study: observational study and campaign message awareness

attitude surveys


MOTORCYCLE AWARENESS MEDIA CAMPAIGN

Problem Overview Motorcyclists have the same rights and responsibilities as drivers of other vehicles and must follow

the same traffic laws. However, motorcyclists are less visible to drivers, are less stable and have

less protection. Although PR Act 107-2007 was created to amend PR Act 22-2000 on motorcycle

driving on year 2007, it hasn’t been enough. PR DOT statistics indicates that as of

December 21, 2017 the motorcycle registration was 170,505, a dramatic increase of this type of

vehicle.

Program Goal To decrease the five-year moving average of the number of motorcyclist fatalities in 9.5 percent

from 42 in 2017 to 38 in 2020.

Objective Reach at least 25% of target audience with the motorcycle safety educational message with a

frequency 2+ and obtain at least 100,000 impressions during the paid media campaign at the end

of year 2020. The term “impression” is each time an individual is exposed to a message received

through any type of media. The number is calculated based on parameters pre-established by media

systems and programs.

Message and Talking Point The educational message will be developed based on program goal and motorcycle awareness

media campaign. Will include “Share the Road” slogan to encourage drivers and motorcycles to

get informed about the importance of sharing the streets.



the goal:

• Audience

▪ primary –men 25-36; 210,878 estimated*

▪ secondary –men 18-24; 249,260 estimated*

(*Population Information from American Fact Finders 2013-2017)


• Zone- After analyzing the data of the eight (8) municipalities with the highest incidence of

motorcycle crashes involving a vehicle, will focus on the metropolitan area, taking in

consideration the municipalities with largest population. According to the table below, 80%

occurred metropolitan area (San Juan, Bayamón, Carolina, Toa Baja and Guaynabo). The other

municipalities (Ponce, Caguas and Mayagüez) according to the island inhabitants and division,

are three (3) of the municipalities with the largest population.

• Weekday & Hours- according to statistics mayor incidents occurred Friday to Sunday /



on Media Tactics.

• Period- January-February 2020; with 12% of fatalities and 9% of injuries

Strategic Communications Plan

Focusing on maintaining media buy frequency and obtaining more earned media through


336

81

51

49

49

48

47

41

San Juan

Bayamón

Ponce

Carolina

Caguas

Toa Baja

Guaynabo

MayaguezPRTSC Motorcycle Fatalities and Injuries Crashes

Year 2016


1 2 3 4 1

5 6 7 8 9 10 11 2 3 4 5 6 7 8

12 13 14 15 16 17 18 9 10 11 12 13 14 15

19 20 21 22 23 24 25 16 17 18 19 20 21 22

26 27 28 29 30 31 23 24 25 26 27 28 29

Motorcycle Share The Road Awareness,

Prevention and Educational Effort

Earned Media- January 29 to February 2

Paid Media- January 30 to February 2



January 2020* February 2020*


Media Tactics It is proposed to produce or reproduce strategic pieces to obtain better results in the objective



Result in the production of strategic pieces for a better commitment of objectives. These pieces

will be strategically released as follow:





























Evaluation





MOTORCYCLIST SAFETY MEDIA CAMPAIGN

Problem Overview Motorcyclists have the same rights and responsibilities as drivers of other vehicles and must follow

the same traffic laws. However, motorcyclists are less visible to drivers, are less stable and have

less protection. Although PR Act 107-2007 was created to amend PR Act 22-2000 on motorcycle

driving on year 2007, it hasn’t been enough. PR

DOT statistics indicates that as of

December 21, 2017 the motorcycle registration was

170,505, a dramatic increase of this type of vehicle.

Program Goal

• To decrease the five-year moving average of the

number of motorcyclist fatalities in 9.5 percent

from 42 in 2017 to 38 in 2020.

• To decrease the five-year moving average of the

number of unhelmet motorcyclist fatalities in 3.8 percent from 26 in 2017 to 25 in 2020.

Objective To reach at least 25% of the target audience with the motorcycle safety message and its legal effect

as established on PR Act 22-2000 with a frequency 2+ and increase impressions by 2% at the end

of year 2020. The term “impression” is each time an individual is exposed to a message received

through any type of media. The number is calculated based on parameters pre-established by media

systems and programs.

Message Motociclista Seguro “Su uso tiene una razón de ser”

(Motorcyclist Safety: Safety Gear use has a reason)

Talking Points

• Eye protection, gloves, long pants, appropriate shoes that cover the ankle and a protective DOT

approved helmet

• Always wear a DOT protective helmet when riding a motorcycle

▪ Make sure that helmet restraint system is properly adjusted

▪ Change the helmet every five (5) years

▪ Discard a helmet that has been in an impact

• It is illegal to drive a motorcycle with a blood alcohol level of .02% BAC or more

• Follow the established speed limits

• Children under twelve (12) years of age cannot ride on a motorcycle

• Provisions of law violations incur an administrative fault and will be sanctioned with a fine




the goal:

• Audience- Primary –men 18-36; 715,255 estimated

• Zone, & Hours- emphasize in the Metropolitan Area / 6:00pm to 1:59am

• Period- May 2020; with a 12% of fatalities and 9% of injuries

Media Tactics It is proposed to produce or reproduce strategic pieces to obtain better results in the objective



Result in the production of strategic pieces for a better commitment of objectives. These pieces

will be strategically released as follow:
















S M T W T F S

1 2

3 4 5 6 7 8 9 Motorcyclist Safety Awareness,

10 11 12 13 14 15 16 Prevention and Educational Effort


24 25 26 27 28 29 30 Paid Media- May 7 to 10

31



May 2020*















Evaluation





YOUTH IMPAIRED DRIVING MEDIA CAMPAIGN

Problem Overview Driving under the Influence (DUI) of alcohol is one of the leading causes of fatal crashes. Young

adults are one of the groups that the liquor industry is most interested in. They are consistently

surrounded and driven towards a highly congested environment of media paid by an increasing

number of businesses whose priority is the marketing of alcoholic beverages. This industry is the

major sponsor of sports and social events in Puerto Rico.

Age group 16-24 is specifically susceptible to get involved in risky behavior: the number of

commercial establishments such as bars, pubs and even gas stations that sell alcohol 24/7,

teenagers gain first time possession of a motor vehicle at 16 years old; young people feel they are

immune, traffic safety isn’t a concern, they are

susceptible to peer pressure and many think

that alcohol use/abuse is part of the normal or

“expected” behavior during early adulthood.

Therefore, driving while alcohol impaired is a

common dangerous practice among young

adults and continues to be of great concern

among PRTSC.

Program Goal To decrease the five-year moving average of

the number of youth impaired driving fatalities in 17.4 percent from 23 in 2017 to 19 in 2020

(moving average is the calculated average of a numeric dataset that is adjusted relative to a period

of time. Investors use this statistical calculation to analyze stock trends by smoothing the effects

of anomalies within data).

Objective Reach at least 80% of target audience ages 16-24 with the message of consequences of youth

alcohol impaired driving and its legal effect as established on PR Act 22 2000 with a frequency 2+

and increase impressions from 1,274,638 2019 to 1,402,101 at the end of year 2020. The term

“impression” is each time an individual is exposed to a message received through any type of

media. The number is calculated based on parameters pre-established by media systems and

programs.

Message and Talking Point The educational message will be developed based on program goal and objective youth alcohol

impaired driving. It can include “No guíes borracho, pasa la llave” (don’t drive drunk, pass the

car keys) to encourage a designated driver and alternative transportation.




the goal:

• Audience

▪ primary –men 16-24; 249,260 estimated*;

▪ secondary –women 16-24; 241,249 estimated*


• Zone- Metropolitan Area; taking in consideration one third of PR’s entire population is

situated in the metropolitan area.

• Weekday & Hours- according to statistics mayor incidents occurred Thursday to Sunday /



on Media Tactics.

• Period- school period aimed at universities throughout the year with massive events where

youth concentration is higher:

▪ Halloween Awareness, Prevention and Educational Effort

▪ San Sebastián Street Fest Awareness, Prevention and Educational Effort


1 2 3 4 5 1 2

6 7 8 9 10 11 12 3 4 5 6 7 8 9

13 14 15 16 17 18 19 10 11 12 13 14 15 16

20 21 22 23 24 25 26 17 18 19 20 21 22 23

27 28 29 30 31 24 25 26 27 28 29 30

Halloween Awareness,

Prevention and Educational Effort*

Earned Media- Oct 30 to Nov 2

Paid Media- Oct 30 and 31

*Subject to Fund's Approv al

October 2019 November 2019

S M T W T F S

1 2 3 4

5 6 7 8 9 10 11 San Sebastián Street Fest Awareness,

12 13 14 15 16 17 18 Prevention and Educational Effort**

19 20 21 22 23 24 25 Earned Media- Jan 13 to 20

26 27 28 29 30 31 Paid Media- Jan 16 to 19*


**Subject to Fund's Approv al

January 2020*


▪ Intercollegiate Sports Competitions Awareness, Prevention and Educational Effort













▪ 29%- TV Investment (for San Se and Intercollegiate Competitions)













S M T W T F S

1 2 3 4 Intercollegiate Sports Competitions

5 6 7 8 9 10 11 Awareness, Prevention and

12 13 14 15 16 17 18 Educational Effort**

19 20 21 22 23 24 25 Earned Media- April 16 to 26

26 27 28 29 30 Paid Media- April 16 to 19 and 22 to 26



April 2020*










work plan.





Evaluation





BICYCLIST PREVENTION AND EDUCATIONAL EFFORT

(Non-Motorized Safety Protection)

Non-Motorized Safety Problem Overview Non-motorized fatalities for the three-year period (2015-2017) account for 36% of deaths, and the

third cause of road fatalities in PR. Non-motorized fatalities refer to pedestrians, bicyclists, and

those who transit roadways and do not occupy a motor vehicle.

Bicyclist Problem Overview Bicyclist data for the three-year period

(2015-2017) has basically remain the

same. However, safety issues related to

the accelerated increase of cyclists and the

unawareness of both, cyclists and drivers, of PR Act 22-2000 Article XI “Provisions Regarding

the Use of Bicycles on Roads” while sharing the road has become a critical situation in PR.

Program Goal To reduce bicyclists fatalities 10 percent from the 2017 calendar year of 10 to 9 by

December 31, 2020.

Objective Reach at least 40% of target audience with the educational message of bicyclist safety and its legal

effect as established on PR Act 22 2000 with a frequency 2+ and increase impressions by 2% for

this campaign at the end of year 2020. The term “impression” is each time an individual is exposed

to a message received through any type of media. The number is calculated based on parameters

pre-established by media systems and programs.


The educational message will be developed based on program goal and objective of the cyclist

safety. It can include share the road and maintaining the distance keeps all of us safe.

Target Audience


follows:

• Audience- Primary –men 50-64; Secondary – men 37-49 (over 618,708 estimated)

Population Information from American Fact Finders, 2017, American Community Survey

Years 2015 2016 2017 Total


Non Motorized 112 98 108 318


Category 2015 2016 2017 Total


Bicyclist Fatalities 11 9 10 30




the ten municipalities with greater incidents / Thursday-Sunday / 6:00pm to 5:59am.

• Period- May, as this is the PR National Cyclist’s Month.




objective. Result in the production of strategic pieces for a better commitment of objectives. These

pieces will be strategically released as follow:



















S M T W T F S

1 2

3 4 5 6 7 8 9 Cyclist Awareness Prevention

10 11 12 13 14 15 16 and Educational Effort**


24 25 26 27 28 29 30 Paid Media- May 14 to 17

31



May 2020*












Evaluation





DISTRACTED DRIVING MEDIA CAMPAIGN

Problem Overview At this moment in Puerto Rico we see a lack of social commitment in rules and behavior of people


and that even in the second trimester 2019 there are people who do not have basic services, such

as electricity and drinking water. This has made people modify their actions, including the way

the behave towards traffic. There are no traffic lights or sings, still to be required there is no

courtesy from the people, and they do as they please when conducting a motor vehicle. We find

more incidence of crashes at intersections, and in addition injuries or deaths due to distracted

driving.

Distracted Driving Attitude Survey

The PRTSC conducted a Distracted Driving Attitude Survey for FY18. A total of 500 were

interviewed (229 male and 271 female). The estimated margin of error of + 4.4% with a reliability

data level of 95%.

• The 64.5% indicated that they don’t use the cellphone while driving, but when inquired about

what was “three most frequent concerns that I could face on the roads and which ones could I

experience?” In both questions, the distraction while driving ranked first in their answers.

• 62.3% responded that they used the cellphone while driving to make or receive phone calls.

• 69.6% have no concern of getting a ticket for using their cellphone while driving.

• 66.1% responded not hearing or watched any kind of promotion of police enforcement for text

driving or using a cellphone while driving.

• 64.6% responded not hearing or watched, remembering or have remembered any educational

campaign for text driving or using a cellphone while driving.

Therefore, all distracted driving problem can be summarize as 62% of population uses cellphone

while driving.

Program Goal To decrease the percentage of people that reported making cell phone calls while driving from

67.10 percent on 2018 to 66.50 percent by December 31, 2020.

Objective Reach at least 50% of target audience with the educational message of the consequences of

distracted driving and its legal effect as established on PR Act 22-2000 with a frequency 2+ and

increase impressions by 2% at the end of year 2020. The term “impression” is each time an

individual is exposed to a message received through any type of media. The number is calculated

based on parameters pre-established by media systems and programs.

Message and Talking Point “Si guías y texteas Pagas” (U Drive, U Text, U Pay)




follows:

• Audience- Primary –men and women 16-24; secondary – men and women 25-44; over

1.4 million estimated


the ten municipalities with greater incidents / Friday-Monday / 12:00pm to 11:59pm

• Period- April (according with PRTSC mobilization period)























S M T W T F S

1 2 3 4

5 6 7 8 9 10 11 Distracted Driving Mobilization**

12 13 14 15 16 17 18 Earned Media- March 30 to April 6

19 20 21 22 23 24 25 Paid Media- April 1 to 4

26 27 28 29 30 Enforcement- March 30 to April 6


**Subject to Mobilization's and Fund's Approv al

April 2020*













work plan.





Evaluation




• PRTSC Distracted Driving Attitude Survey: campaign message awareness and recall study


Surveys PRTSC has a mission to implement strategic plans to reduce distracted driving traffic crashes,

injuries and deaths. To evaluate all these efforts a distracted driving survey will be conducted as

surveys are conducted to track driver attitudes and awareness of highway safety enforcement,

communication activities and self-reported driving behavior. The survey will present awareness

attitudes and of respondents’ essential to understand distracted driving practice.

With a non-intimidating environment, the gathered information will unveil facts about drivers’

opinions, knowledge, level of awareness and attitudes regarding distracted driving, perception of

risk such as getting caught by police (enforcement), safety and the effect of the prevention

messages. By analyzing results drivers’ opinion will be take into consideration on

decision-making. This feedback will allow PRTSC to compare results over time.

MAY

S M T W T F S

Earned Media - March 30 to April 6, 2020** 24 25 26 27 28 29 30

Paid Media - April 1 to 4, 2020**

Enforcement - March 30 to April 6, 2020

MAY JUNE


31 1 2 3 4 5 6 7 8 9 10 11 12 13

JUNE


14 15 16 17 18 19 20 21 22 23 24 25 26 27

* Subject to Mobilization's and Fund's Approval.

** Subject to PR Election Ban's Approval. PRTSC


DISTRACTED DRIVING SURVEY TIME FRAME*

Distracted Driving Mobilization

Campaign

SURVEY FIELD WORK


APPROVAL

SURVEY QUESTIONER



PESET EDUCATIONAL MEDIA CAMPAIGN

(Parque Educativo De Seguridad En El Tránsito/Traffic Safety Educational Park)

Problem Overview It is well known that children are the future of the world and some of our biggest hopes lies in the

imperative necessity of a well education environment. Due to this reality, the PRTSC has been

educating children at an early age to promote, create and change possible negative behaviors and

create positive consciousness in children that will be put in practice when they reach adulthood.

We incur these changes while promoting the elimination of negligent and aggressive driving

conduct. This negative behavior constantly puts our drivers in harm’s way. For these reasons, the

PRTSC created the Parque Educativo de Seguridad en el Tránsito (PESET for its acronym in

Spanish, which translates in Traffic Safety Educational Park).

PESET replicates a typical Puerto Rican town and its roads. It provides road safety education

where positive conduct is promoted and practical skills as drivers, pedestrians and cyclists to

children and teens between the ages 3 to 18. One of the purposes is to promote the importance of

road safety and transcend correct habits through adulthood. It also serves as a child safety seat

check point and distribution station. The essential function of PESET is to orientate participants in

the topics of PR Act 22-2000, as amended, known as the “Puerto Rico Vehicle and Traffic Law.”.

Also teach what they need to know in traffic safety and give them specialized techniques as cyclist,

pedestrian and driver by the specifications of the current educational curriculum.

Program Goal To increase the number of visitors to the PESET

by 20% from 4,514 in year 2017 to 5,417 in

year 2020.

Objective Reach at least 60% of target audience with the

educational message to visit PESET with a

frequency 2+ and obtain at least 200,000

impressions during the paid media campaign at the

end of year 2020. The term “impression” is each

time an individual is exposed to a message received through any type of media. The number is

calculated based on parameters pre-established by media systems and programs.


The educational message will be developed based on program goal and objective of traffic safety

education and practical skills as drivers, pedestrians and cyclists for children and teens between

the ages 3 to 18 that can be experienced in PESET.


Target Audience

Much conducted studies thru time in Puerto Rico (PR) reflects that most PR households are headed

by women, therefore audience will be as follow:

• Audience

▪ Primary – women ages 25-44; over 872,879 estimated*

▪ Secondary- general audience


• Zone- Metropolitan Area with 29% of fatalities and 23% of injuries.

• Weekday & Hours- according to statistics mayor incidents occurred Friday to Sunday

10:00am to 1:59am. The process of selecting days and hours patterns will depend of the data


on Media Tactics.

• Period- August 2020; the beginning of PR scholar year.




objective. Result in the production of strategic pieces for a better commitment of objectives. These

pieces will be strategically released as follow:












S M T W T F S

1

2 3 4 5 6 7 8

9 10 11 12 13 14 15 PESET Awareness, Prevention

16 17 18 19 20 21 22 and Educational Effort**

23 24 25 26 27 28 29 Earned Media- August 17 to 22

30 31 Paid Media- August 18 to 21



August 2020*



















Evaluation

• PRTSC Statistics




Halloween Awareness, Distracted Driving Mobilization

S M T W T F S Prevention and Educational Effort S M T W T F S Earned Media- March 30 to April 6

1 2 3 4 5 Earned Media- Oct 30 to Nov 2 1 2 3 4 Paid Media- April 1 to 4

6 7 8 9 10 11 12 Paid Media- Oct 30 and 31 5 6 7 8 9 10 11 Enforcement- March 30 to April 6

13 14 15 16 17 18 19 Seat Belt Mobilization 12 13 14 15 16 17 18 Alcohol Impaired Driving

20 21 22 23 24 25 26 Earned Media- October 28 to November 2 19 20 21 22 23 24 25 Easter Mobilization

27 28 29 30 31 Paid Media- October 29 to 31 26 27 28 29 30 Earned Media- April 8 to 13

30 31 Enforcement- October 28 to November 2 Intercollegiate Sports Competitions Paid Media- April 8 to 11

Awareness, Prevention and Enforcement- April 8 to 13

Pedestrian Safety Mobilization Educational Effort

S M T W T F S Earned Media- November 4 to 10 Earned Media- April 16 to 26

1 2 Paid Media- November 5 to 8 Paid Media- April 16 to 19 and 22 to 26 Motorcyclist Safety Awareness,

1 2 Alcohol Impaired Driving Prevention and Educational Effort

3 4 5 6 7 8 9 Thanksgiving Mobilization S M T W T F S Earned Media- May 4 to 10

10 11 12 13 14 15 16 Earned Media- November 22 to December 1 1 2 Paid Media- May 7 to 10

17 18 19 20 21 22 23 Paid Media- November 26 to 30 3 4 5 6 7 8 9 Cyclist Awareness Prevention

24 25 26 27 28 29 30 Enforcement- November 22 to December 1 10 11 12 13 14 15 16 and Educational Effort


Alcohol Impaired Driving Pre-Holidays 24 25 26 27 28 29 30 Paid Media- May 14 to 17

S M T W T F S Awareness, Prevention and Educational Effort 31 CIOT*** Mobilization (Seat Belt)

1 2 3 4 5 6 7 Earned Media- December 2 to 14 Earned Media- May 18 to 31

8 9 10 11 12 13 14 Paid Media- December 3 to 12 Paid Media- May 20 to 29

15 16 17 18 19 20 21 Alcohol Impaired Driving S M T W T F S Enforcement- May 18 to 31

22 23 24 25 26 27 28 Holidays Crackdown 1 2 3 4 5 6 Alcohol Impaired Driving Pre-Summer

29 30 31 Earned Media- December 13 to January 6 7 8 9 10 11 12 13 Awareness, Prevention and

Paid Media- December 17 to 31 14 15 16 17 18 19 20 Educational Effort

Enforcement- December 13 to January 1 21 22 23 24 25 26 27 Earned Media-

S M T W T F S San Sebastián Street Fest Awareness, 28 29 30 June 4-7, 11-14, 16-21, 25-28 and July 1 to 5

1 2 3 4 Prevention and Educational Effort Paid Media- June 4-7, 11-14, 16-21, 25-28

5 6 7 8 9 10 11 Earned Media- Jan 13 to 20

12 13 14 15 16 17 18 Paid Media- Jan 16 to 19* S M T W T F S

19 20 21 22 23 24 25 Motorcycle Share The Road Awareness, 1 2 3 4 Alcohol Impaired Driving

26 27 28 29 30 31 Prevention and Educational Effort 5 6 7 8 9 10 11 Summer Crackdown

Earned Media- January 29 to February 2 12 13 14 15 16 17 18 Earned Media- July 17 to August 2

Paid Media- January 30 to February 2 19 20 21 22 23 24 25 Paid Media- July 22 to 31

S M T W T F S 26 27 28 29 30 31 Enforcement- July 17 to August 2

1 Speed Driving Mobilization Non-motorized** Safety Mobilization

2 3 4 5 6 7 8 Earned Media- February 10 to 23 (Pedestrian-Driver)

9 10 11 12 13 14 15 Paid Media- February 12 to 21 S M T W T F S Earned Media- August 10 to 16

16 17 18 19 20 21 22 Enforcement- February 11 to 23 1 Paid Media- August 11 to 14

23 24 25 26 27 28 29 2 3 4 5 6 7 8 Enforcement- August 10 to 16

Non-motorized** Safety Mobilization 9 10 11 12 13 14 15 PESET**** Awareness, Prevention

(Pedestrian-Driver) 16 17 18 19 20 21 22 and Educational Effort

Earned Media- March 2 to 8 23 24 25 26 27 28 29 Earned Media- August 17 to 22

S M T W T F S Paid Media- March 4 to 7 30 31 Paid Media- August 18 to 21

1 2 3 4 5 6 7 Enforcement- March 2 to 8 Alcohol Impaired Driving

8 9 10 11 12 13 14 Distracted Driving Mobilization Labor Day Crackdown

15 16 17 18 19 20 21 Earned Media- March 30 to April 6 S M T W T F S Earned Media- August 27 to September 8

22 23 24 25 26 27 28 Paid Media- April 1 to 4 1 2 3 4 5 Paid Media- September 2 to 7

29 30 31 Enforcement- March 30 to April 6 6 7 8 9 10 11 12 Enforcement- August 28 to September 8

13 14 15 16 17 18 19 Child Passenger Awareness,

*Subject to PR Election Ban's Committee Media Campaign Approval 20 21 22 23 24 25 26 Prevention and Educational Effort

**Pedestrian-Driver Safety Mobilization 27 28 29 30 Earned Media- September 20 to 26

***Click It Or Ticket Paid Media- September 22 to 25

****Parque Educativo de Seguridad en el Tránsito (PRTSC Traffic Safety Educatinal Theme Park)

Preliminar dates subject to NHTSA´s Enforcement Approvals Dates and/or External Event Organizer’s Official Dates. Revision: September 5, 2019

August 2020*

September 2020*

March 2020*

June 2020*

PRTSC Media Calendar FY 2020

December 2019

January 2020*

February 2020*

November 2019

July 2020*

October 2019 April 2020*

May 2020*

Documents

STRATEGIC COMMUNICATION PLAN FFY 2020 · 2019-12-02 · that alcohol is a key factor on all PR crashes, injuries and fatalities. Speed and aggressive driving ranks #2. As explained