Date Published: 2013-07-02
Contact: Meg Ragonese
Phone: (775) 888-7172
Title: Nevada DOT retains agency for traffic-safety program- Article Courtesy of PRWeek Magazine
Article courtesy of PRWeek
magazine, Virgil Dickson
Nevada's Department of
Transportation has re-hired Penna Powers Brian Haynes to promote its Zero
Fatalities marketing program, which aims to reduce the number of
traffic-related deaths in the state.
The effort emphasizes messages
that would increase seatbelt use, improve pedestrian and intersection safety,
and reduce impaired driving.
Penna Powers Brian Haynes was the
incumbent on the account, overseeing outreach for the program for the past two
years. The firm won the contract again following a competitive RFP process.
The selection committee
overseeing the account stuck with the firm because of past performance and knowledge
of traffic-related outreach, said Meg Ragonese, public information officer at
the state agency. She added that there has been a 50% increase in awareness of
the effort's key messages in the past two years.
There were 258 traffic fatalities
in Nevada last year, 12 more than in 2011, according to state data. However,
the transit department noted that the number of fatalities per year has trended
downward from an all-time high of 432 in 2006.
The agency's contract is
different from previous iterations, shifting from a fixed lineup of activities
to a project basis, making it difficult to provide an exact budget range, said
The scope of work for future
activities includes creating an overall marketing plan, material development,
and community outreach, as well as some earned media work. Its strategy is to
align the advertising and PR messages from Nevada's Department of
Transportation with those from the state Department of Public Safety and Office
of Traffic Safety.
“The Nevada Department of Transportation's
decision to continue working with PPBH on the Zero Fatalities account
demonstrates that it has confidence in us helping save lives on Nevada's
roads,” said Brent Wilhite, account supervisor at the firm. “This multi-agency
approach will create an aggressive, unified attack on deadly driving behaviors,
driving down traffic fatalities and saving lives.”