Safe Mobility for Life Coalition
EMPOWERING AGING ROAD USERS TO REMAIN SAFE, MOBILE, AND ACTIVE IN THEIR COMMUNITY
The Florida Department of Transportation (FDOT) and the Safe Mobility for Life Program & Coalition wanted to increase awareness and use of Safe Mobility for Life program resources for improving the driving safety, access to transportation, and mobility of Florida’s aging population.
- Client: Florida Department of Transportation (FDOT) and Safe Mobility for Life (SMFL) Program & Coalition
- Website: SafeMobilityFL.com
- Services: Public Awareness & Information, Media Relations, Writing & Editing, News Releases & Distribution, Content Development, Stakeholder Engagement, Good Neighbor Outreach, Branding, Visual Identity, Graphic Design, Collateral, Presentations, Promotional Toolkits, Social Media, Web Design, Photography, Database Management, Press Events, Onsite Logistics
- Markets: Government, Transportation
Challenge
The Florida Department of Transportation (FDOT) and the Safe Mobility for Life Program & Coalition wanted to increase awareness and use of Safe Mobility for Life program resources for improving the driving safety, access to transportation, and mobility of Florida’s aging population.
Solutions
STRATEGIC COMMUNICATIONS, MARKETING AND OUTREACH
We developed a strategic communications, marketing and outreach plan for increasing awareness of the coalition’s programs and resources among aging road users, families and caregivers, health professionals and law enforcement officers.
STATEWIDE PUBLIC AWARENESS CAMPAIGN
To increase public awareness, we implemented a statewide media campaign highlighting survey results identifying needs among aging adults for the coalition’s programs and resources, launched a website landing page for downloading coalition materials and distributed a promotional toolkit to hundreds of partners throughout Florida.
2021 OLDER DRIVER SAFETY AWARENESS WEEK
To promote safety events for aging adults in Florida, we implemented a statewide media campaign that included news releases, social media, and video PSAs. We also hosted an interactive webinar for stakeholders across the state to discuss how they could work alongside the Coalition to help Floridians achieve mobility independence. As a result, we helped the coalition achieve significant performance increases over the previous year.
INSIDER INFORMATION
To help increase awareness of the Coalition and to educate subscribers on a range of topics to support maintaining safe mobility for life, we created and distributed the Safe Mobility for Life Insider newsletter in print and digital formats. Each inside spread illustrates complex traffic safety information in an easy-to-understand way. The Insider also connects readers with community partners, mobility resources, and links for requesting educational workshops or additional materials.
By the Numbers
According to the 2016 Florida Strategic Highway Safety Plan, as drivers age their traffic risks increase since aging impacts vision, memory, physical strength, reaction time and flexibility. This is significant since the population in Florida, as well as the entire United States, age 65 years and older is projected to increase in the next decade. The increasing population of aging road users will continue to benefit from FDOT’s Safe Mobility for Life’s resources well into the next decade.
20%
FL population in 2017
65 years and older *
24%
FL population in 2030
65 years and older **
15.6%
U.S. residents in 2017
65 years and older *
20%
U.S. residents in 2030
65 years and older *
* SOURCE: U.S. Census Bureau
** SOURCE: Bureau of Economic and Business Research (BEBR) at UF
Awards
2019 MarCom Gold Award for Video: “Helping Florida’s Aging Drivers Stay Safe and Mobile”
Project Videos
This award-winning training video provides law enforcement officers the information they need to help aging road users who may be a risk to themselves and others.
This video was developed to help Community Partners better understand their role on the Safe Mobility for Life Coalition. In this 12-minute training, Community Partners learn the Coalition’s approach to education, available resources and how to access them, and ways they can provide support.
This training video was developed for the Florida Department of Highway Safety and Motor Vehicles (FLHSMV) to educate its employees on the topic of older driver safety. The full 15-minute video is offered exclusively to FLHSMV staff via the department’s learning management system.
This video promotes FindaRideFlorida.org, which is a great resource for all ages and is especially beneficial for older adults who want to remain safe and mobile beyond the driver’s seat. FindaRideFlorida.org can help older adults transitioning from driving by finding transportation options that can take them to visit with family and friends, shop at the mall or go to a doctor.
Project Graphics
Here are just a few of the graphics we created for the Safe Mobility for Life Coalition for use on social media, webpages, and other digital channels to help educate aging road users on a range of topics to support maintaining safe mobility for life.
