Specifications include, but are not limited to: The primary objective of the marketing campaign is to help achieve the goal of zero deaths and serious injuries related to traffic crashes by 2030. The work toward this goal shall include a comprehensive brand awareness campaign focused on the City’s Vision Zero program and related work. Niche assets may be needed to focus on specific areas identified during the campaign’s development. The main focus of the branding and marketing campaigns shall be to 1) make the public aware of the City’s Vision Zero program and its applicability to the Columbia community and 2) to provide information to help all users navigate Columbia’s transportation system safely by addressing education gaps, understanding and behavior of drivers, pedestrians, public transit users, bicyclists and motorcyclists. The marketing program must be designed to educate and inform the general public about the Vision Zero program, traffic safety policies, operations and program offerings. The campaign shall have an overall theme but will allow for specific interventions and activities that connect particular initiatives and trends. The overall campaign shall include messaging that can serve as an umbrella for a variety of traffic safety strategies.
