Client: Red Means Stop Coalition

In 2000-2001 Ad 2 Phoenix began the client search for its public service client. More than 25 applicants submitted applications. Ad 2 Phoenix narrowed it down to 4 and conducted formal interviews and site tours before selecting Red Means Stop Coalition (RMSC), a Phoenix based non-profit organization founded in 1999. Founded by 3 families coping with tragic events due to red light running accidents, RMSC is dedicated to the prevention of red light running through targeted public awareness and assistance. The client was selected for 3 reasons:

1. Because the statistics stated that Arizona was ranked #1 in the nation for fatalities due to red light running, Ad 2 Phoenix believed that by partnering with RMSC it could make a difference.
2. The message RMSC needed to convey reached a wide audience and therefore would allow Ad 2 Phoenix to advertise across several mediums.
3. RMSC did not have a consistent message and therefore Ad 2 Phoenix felt that we could help them brand their organization.

OBJECTIVES:
Based on the situation analysis and initial research, RMSC and Ad 2 Phoenix established 3 key objectives:

1. To increase public awareness of the red light running problem and ultimately decrease the number of red light running accidents with a public awareness campaign.
2. To establish a clear and concise message.
3. To help RMSC raise money to establish a victim assistance program.

TARGET AUDIENCE:
Because RMSC's message was about running red lights, our target audience was extremely wide. In fact it covered everyone that drove. So we did a little more research and found that there was no clear demographic to who was running red lights but rather it was a psychographic; ones behavior. Most people were running red lights, not because they intended to do so, but because they were in a hurry to get somewhere. Upon gathering this information the Public Service committee agreed that there were multiple target audiences:
Primary Audience: People driving during rush hour traffic (8am-9am & 5pm-7pm) in the state of Arizona.
Secondary Audience: Licensed drivers (through a Department of Motor Vehicles campaign).
Tertiary Audience: Drivers Education classes (high school sponsored programs).

STRATEGY:
Because research showed that people didn't mean to run red lights, that they were only in a hurry, and that the time saved by running the red light was only 47 seconds, the one thing we wanted our creative to do was to convince people to think, slow down and stop on red.

EXECUTION:

Mass Advertising
A radio spot was developed to run during peak traffic hours. The spot focuses on what might be going on inside the car and cause someone to run a red light. The spot conveys what can happen if you are aggravated or not paying attention to the task at hand. The spot ends with a simple statistic that states that Arizona is ranked #1 in the nation for fatalities caused by red light running accidents and a plea to stop on red.

Targeted Advertising
Poster executions were utilized to show the most severe consequence of running a red light, death. The mediums contain a visual such as a broken windshield with a drop of blood and a hand drawn stop light placed so that the blood is behind the circle that we all know means "stop." The only copy is the logo, which conveys the message in the most simplest of ways "Red Means Stop". In addition to the logo, RMSC's URL was placed under the logo to drive traffic to the website if people wanted more information on the organization.

Public Relations
Domino's Pizza Sponsorship: In conjunction with Red Light Running Awareness month in March, Ad 2 Phoenix and Domino's Pizza teamed up to support the RMSC mission. Ad 2 Phoenix created a flyer that would be affixed to all pizza boxes sold during the month of March. In addition to the message on the box tops, Domino's delivery drivers pledged to obey traffic signals by signing a pledge developed by RMSC. This pledge also included putting antenna balls and bumper stickers on their cars that said "I Stop On Red." Domino's also sponsored traffic reports in the month of March on local radio stations that included the RMSC message, to stop on red.

CAMPAIGN VALUE AND RESULTS:
The value of donated and in-kind services, excluding any media placement, was more than $180,000. While it remains to be seen what quantifiable results will be yielded by the campaign, if Ad 2 Phoenix can save one life with our creative message, than our mission along with that of RMSC's has been accomplished.