PHILA. REGIONAL TRANSIT PARTNERS


O O O O O

WHEN OUR CLIENT NEEDED TO KEEP TRANSIT RIDERS ALERT AND VIGILANT, OXFORD DEVELOPED A CAMPAIGN THAT PROMOTED LOOKING UP AND SPEAKING UP.

THE SCENARIO


The Philadelphia Regional Transit Partners wanted to raise awareness of the role commuters can play in keeping transit systems safe through a program funded by a multi-phase grant from the Department of Homeland Security.


Oxford created a campaign that would raise transit safety awareness, educate riders on what constitutes suspicious activity and provide them with the tools necessary to report suspicious activity on regional transit systems.


OVER 2,000 TIPS
YEAR TO DATE

HOW WE MADE IT BRILLIANT


  • We crafted a compelling message – Look Up. Speak Up. – that provides a clear call-to-action to spur transit riders to stay vigilant.

  • We conceived of and established an abbreviated calling code – #1776 – for instant reporting of suspicious activity. Calls to #1776 went to the 24/7 staffed Transit Desk at the Delaware Valley Intelligence Center (DVIC).

  • We built a campaign landing page – www.lookupspeakup.com – that offers consumers tips for identifying suspicious activity as well as a way to email potential threats. We created social media outlets, including a Facebook page and a Twitter account to further engage transit riders and regional residents in the program.

  • The fully integrated campaign employed paid, earned and owned media (including radio, billboards, OOH signage, print, digital display) to reach the diverse target audiences.


Phases IV and V of the “Look up. Speak up.” campaign were implemented in 2015 with the primary objective of sustaining the public education campaign. We evolved the creative campaign using law enforcement testimonials. We expanded the website to include an app download section along with a media center where we developed a series of educational video vignettes that visually showcase potential suspicious activity categories using law officers. Oxford also prepared to launch the SMS text-to-tip program in Spring 2016.


SUCCESS

  • Over 2,000 tips were submitted YTD
  • We launched the #1776 app in May 2015 and gained over 1,000 app downloads across all platforms (Apple, Amazon and Google Play) YTD
  • A November 2015 survey showed that since the campaign launch there has been a steady increase in the public’s awareness and likelihood to report suspicious activity.
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KEY INSIGHT:
AUTHENTICITY HAS BEEN INTEGRAL TO GRASS ROOTS BUY-IN AND PARTICIPATION IN THE "LOOK UP. SPEAK UP." PROGRAM.

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