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

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Mar 13, 2023 170 likes •399 views

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

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Brenda Buescher, MPH BSCPA Regional Summit March 24, 2018

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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

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Using the principles

f traditional marketing

to change behavior for social good.

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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

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What do you want people to do?

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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.

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

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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?

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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

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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.

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

fuels bad feelings

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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

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