CARSON CITY, NV: 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 Ragonese.
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.”
In February, New York City's Department of Transportation hired Burson-Marsteller subsidiary Proof Integrated Communications for a three-year, $7.5 million contract to launch public safety and sustainable transportation education and media campaigns. The NYC DOT also brought on LeadDog Marketing Group last month for a seven-figure account promoting its Summer Streets program.