Brenda Buescher, MPH BSCPA Regional Summit March 24, 2018 Masters - PowerPoint PPT Presentation

Brenda Buescher, MPH BSCPA Regional Summit March 24, 2018

• Masters in Public Health, Health Behavior • Health Promotion Specialist at Lancaster General Health/Penn Medicine • Coalition Coordinator of Lighten Up Lancaster County • Lancaster Bikes! Board Member

Using the principles of traditional marketing to change behavior for social good.

• Combine communication campaigns with environment & design • Focus on behavior • Use simple, clear messages • Using language, messengers, and channels that match the target audience • Communicating through varied channels

What do you want people to do?

• Act with kindness and respect on the road. • Allow 4 feet of space while passing bicycles. • Stop at stop signs and stop lights. • Signal and be predictable.

Use language, messengers, and channels that fit your audience.

• Printed materials, including maps and bike guides • Partner websites • Print media (earned and paid ads) • Radio & TV • Social media • Schools & school-based programs • Workplaces • Neighborhood groups & leaders • Buses and bus shelters? Gas stations?

• Use on-road facilities and signage • Send press releases & engage local media • Host regular community meetings with updates • Plan events for press & public • Train group ride leaders, bike shop employees, bike ambassadors as peer leaders

• Most bike-friendly cities have a central website with education materials (videos, printed information, and project updates). • Network maps. • On-the-road education and/or Safe Routes to School programming. • Shared information directed at both drivers and bicyclists.

• Avoid encouraging negative feelings about cyclists • “Don’t Be A Jerk” backlash • Education directed only at cyclists or only at drivers fuels bad feelings

• League of American Bicyclists, People for Bikes • National Highway Traffic Safety Administration • Road Safety Campaigns (Bike Safety, Alcohol- Impaired Driving, Seatbelt Campaigns, Bike Helmet Campaigns) & general health communication resources • Bicycle-Friendly Communities: New York City, Seattle, Palo Alto, Minneapolis