Susan Gorcowski, associate administrator of Communications and Consumer Information for the National Highway Traffic Safety Administration, discusses the stages of developing an overall communication campaign that supports organization priorities, including the importance of having policies and programs in place. This presentation explores how communication strategies and tactics have matured beyond public information to a more successful approach using audience segmentation, strategies for reaching high-risk audiences, and innovative tools. The importance of developing a yearlong plan and calendar that outline communication strategies into a single document will be highlighted. While traffic safety may be the topic of the remarks, these strategies and tactics can be used to communicate a variety of topics.

1. Susan Gorcowski Office of Communications and Consumer Information NASBLA 50 th Annual Conference The Power of the Pyramid of the September 2009

5. Seat Belt Use Rates 1983 - 2009 Source: NHTSA NOPUS 14 14 21 37 42 45 46 49 59 66 67 69 68 68 81 82 80 79 75 73 71 67 62 69 84 83 82

6. The 1970s

7. The 1980s

8. The 1980s Smashing Pumpkins

9. Mid -1985 1 st New York Primary Belt State

10. The 1980s Vince and Larry

11. The 1990s

12. 1993 NC North Carolina

13. 2001 Region 4 States SC MS TN KY FL NC AL GA

14. Nationwide 2003

15. CIOT Ratchets Up Seat Belt Use

16. CIOT 2009 Ads Stuck With A Ticket ad Big Monster ad Video Guy ad

17. We Know What Works Campaign Publicity Enforcement Heightened Awareness/ Perceived Risk of Punishment Fewer Fatal and Nonfatal Injuries Higher Seat Belt Use

18. How does NHTSA work with states, local communities, and partners to achieve message discipline?

21. NHTSA 2010 Communications Calendar

22. www.TrafficSafetyMarketing.gov

23. Importance of Partnering

27. Susan Gorcowski Associate Administrator Office of Communications and Consumer Information [email_address] Contact Information