Operation Lifesaver Pedestrian Safety Campaign wins PRSA Thoth Award
See the release online: http://bit.ly/PgtnZ5
WASHINGTON, DC, September 14, 2012 –“Bad Move,” Operation Lifesaver, Inc.’s (OLI) interactive online campaign to raise pedestrian awareness of dangers near train tracks, is the winner of the Thoth Award for excellence in online communications, given by the Public Relations Society of America - National Capital Chapter. The campaign includes transit system posters with QR (Quick Response) codes that link to a dramatic 60-second public service announcement (PSA) when scanned by smart phones with a QR code reader app.
The Thoth award was presented to Operation Lifesaver and Richfield Productions, which produced the PSA, for their work on the campaign that targets young adults ages 16-34. Results included 4.2 million impressions and 40,000 views of OLI's landing page with the video. Amtrak featured a link to the campaign on the front page of its website. The campaign was made possible through funding from the Federal Railroad Administration and the Federal Transit Administration.
“The ‘Bad Move’ campaign is intended to reduce pedestrian-train deaths and injuries, as freight and passenger rail operations around the U.S. continue to grow,” said OLI President Helen M. Sramek. “We are gratified that, with the help of our safety partners at Amtrak, the Federal Railroad Administration, the Federal Transit Administration, and transit agencies across the country, the ‘Bad Move’ campaign is bringing our lifesaving message to Americans in a creative new way.”
Sramek noted that 12 transit agencies joined the Operation Lifesaver “Bad Move” rail-pedestrian safety poster campaign. The agencies include: Capital MetroRail, Austin, TX; Central Arkansas Transit Authority, North Little Rock, AR; Greater Cleveland Regional Transit Authority, OH; Denton County Transportation Authority, Denton, TX; Hampton Roads Transit, Norfolk, VA; Memphis Area Transit Authority, TN; Metropolitan Atlanta Rapid Transit Authority, Atlanta, GA; Metro Transit, St. Louis, MO; Music City Transit, Knoxville, TN; Northern Indiana Commuter Transportation District, Chesterton, IN; Sound Transit, Seattle, WA; and WMATA, Washington, DC.
About the Thoth Award
Each year, the Public Relations Society of America - National Capital Chapter awards outstanding public relations in the national capital area with the prestigious Thoth Awards. The awards are named after Thoth (pronounced “tot”), an Egyptian god of wisdom who was a mediator and scribe and credited as the inventor of communications and writing.
About Operation Lifesaver
Operation Lifesaver, Inc. is a national, non-profit safety education group whose goal is to eliminate deaths and injuries at railroad crossings and along railroad rights of way. Operation Lifesaver has programs in all 50 states, with trained volunteers who provide free safety talks to community groups, school bus drivers, truck drivers and student drivers to raise awareness around railroad tracks and trains. For more information, or to request a free safety presentation, visit www.oli.org.
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