Marketing Materials
Plan your own campaign
Marketing Materials
The National Stop Red Light Running Program has developed a variety of marketing materials for use in your local SRLR program. From professionally produced public service announcements to art for bumper stickers, podium signs, and program buttons, these materials will help you attract the attention of both the media and your target audiences.
Public service announcements (PSAs) are provided in the three mediums of television, radio and print. Many of these materials were focus-group tested and have been used successfully in previous pilot site programs.
Phase I Public Service Announcements (PSAs)
Video PSAs
Enclosed in this kit is a video cassette of two PSAs produced for television.
Both are 30-second spots that, like the SRLR Program itself, seek to increase
awareness of the hazards of running red lights.
- Running Late depicts the plight of a young man who decides to run a red light because he is late for an appointment.
- If You Knew... tells the red light running story from the viewpoint of a police officer who has seen the crashes caused by people running red lights.
The enclosed videotape is a sample for your reference only. Scripts of each TV spot are included at the end of this section and broadcast-quality copies (BETA) are available from the National Stop Red Light Running Program.
Please Note: Also included on the videotape containing the PSAs is a 10-minute promotional spot for the program. This segment may help you explain the program to your staff, the local media, and organizations from which you are soliciting donations.
Audio PSAs
Also enclosed in this kit is an audio tape of two radio PSAs. Much like
the video PSAs, the radio spots seek to increase awareness of two dramatic
consequences of running red lights.
- Under Control is a 30-second spot that reiterates to drivers the importance of obeying traffic signals to keep traffic under control.
- No Turning Back is a 30-second spot that discusses how that rolling stop can easily turn into red light running in no time.
Again, the enclosed cassette is for your reference only. Broadcast-quality tapes are available from the national campaign. Radio stations prefer to, and can easily, add a tagline themselves. Simply provide the station with a broadcast-quality tape, a copy of the PSA scripts and instruction on the "live read" tagline. Scripts of these spots are included at the end of this section.
Scripts for Radio Announcer "Live Read" PSAs
Scripts for three 30-second radio announcer "live read" PSAs
are also included at the end of this section. You may duplicate these
scripts and give them to radio announcers to read on the air, adding your
local tagline.
Print PSAs
The SRLR program includes several print PSAs, including two that directly
relate to the radio and TV messages of driver stress and targeted enforcement.
- The first print PSA depicts a crumpled dollar bill with the headline, "Red Light Running: if a crash doesn't kill you, the other cost might." Body copy reinforces the image and money being adversely affected when a driver runs a red light and either crashes or receives a citation.
- The second print PSA supports the enforcement efforts with a photograph of a citation, accompanied by the headline. "We can remind you to stop for red lights now. Or later." The body copy continues the explanation of why it is beneficial to stop without the help of a citation.
Masters for reproducible artwork for print PSAs are included in Section 10. The master PSAs can be taken to any local print shop (e.g., Sir Speedy, Kinkos, etc.) to print additional ad slicks. We recommend that you print your copies on 80 lb. glossy stock. Do not alter or move the SRLR program or national partner logos without approval from the national SRLR contact names listed on page 51.
Your PSA originals are screened at 85 lines, standard for newspaper and provided in SAU (standard advertising unit) size format. If the publications you are working with do not adhere to these standard measurements, or you want to produce a PSA in a different size, find out if the publication can take the available original and "size it down," "blow it up," or "float it" so that it will fit within the desired space.
The number of ad slicks you reprint will depend upon the number of print outlets you will be targeting. Create your media list before duplicating the PSAs (see the Media and Public Relations Techniques section for hints on developing a media list).
Phase II PSAs
This manual includes additional TV and radio spots, as well as print PSAs, to be used in the latter phases of your SRLR Program to build on the awareness you've created. Masters for reproducible artwork for these Phase II print PSAs are included in Section 10.
Other Uses for Print PSAs
Companies and organizations sometimes donate ad space in their newsletters,
brochures, or other print materials which may be filled with one of the
print PSAs. An example of this was demonstrated in Charleston, S.C., where
a local milk company provided space to print one of the PSAs on a side
panel of thousands of milk cartons.
Other creative possibilities for PSA placement include bus signs, paycheck stuffers for local businesses, billboards and store flyers.
Promotional Materials
Any public education program can be enhanced by promotional materials
that communicate your message in a variety of ways. Camera-ready master
artwork for your duplication and use in producing a variety of promotional
materials is included in Section 10. Contact local vendors by looking
in the business yellow pages under "Promotional" or "Advertising"
and "Specialty Items." Suggested promotional materials and uses
for them include the following:
- Bumper stickers
- Program buttons
- Key chains
- Letterhead
- Mugs
- Podium signs
Obtain quotes from at least three companies before picking a vendor to produce these items. Also keep in mind that ordering a larger quantity will usually bring the "per unit" price down. Be sure to inquire about these quantity price breaks.
For technical assistance or to request a loaned copy of broadcast quality PSAs, please contact Ed Rice at 202-366-9064 or ed.rice@dot.gov. For assistance with media relations, please contact Christopher Galm at the National Campaign to Stop Red Light Running at: 202-828-9100, cgalm@blakey-agnew.com, http://www.stopredlightrunning.com/
