Goal
The Florida Department of Transportation was seeking to inform the public about the most dangerous roadways and intersections in the Miami metro area to encourage safer driving.
Targeting
- Households near the most dangerous intersections
- Frequent commuters on these intersections
Execution
The public safety campaign ran for two years serving media on the OnSpot Integrated DSP to the target audiences.
Results
- 30% decrease in vehicle accident rate in the Miami metro area
- 80% decrease in accident mortality rate in the Miami metro area
Conclusion
Informing the public by specifically targeting residents and frequent travelers on known dangerous intersections allowed the Florida Department of Transportation to significantly impact accident and mortality rates in a major metro area.