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Traffic officials seek $30,000 for Vision Zero billboard campaign; council urges broader marketing mix
Summary
City staff proposed up to $30,000 for a Vision Zero billboard campaign targeting high-injury corridors; commissioners said billboards are part of a broader culture-change effort and councilmembers asked for digital, guerrilla and informational outreach and an overview of the program's other activities
Stephanie Bartlett, commissioner of traffic management, requested first reading for an ordinance authorizing up to $30,000 for a Vision Zero billboard campaign. Bartlett said the campaign will place electronic billboards at five locations and rotate locations to target the high-injury network; Lamar will provide graphics and allow location moves to target different neighborhoods.
Bartlett described the billboard effort as part of Vision Zero's four pillars (culture change, safety, data and equity) and said billboards aim to influence driver behavior at the point of decision by highlighting speed, distracted driving and other safety messages. Bartlett said the billboards will run across 10 28-day cycles, covering nearly a year.
Councilmembers welcomed marketing but pressed for a broader strategy. Councilman Melden said he is "a big proponent of all of the above" and urged digital geofencing and creative outreach such as sidewalk paint and guerrilla marketing. Councilman Martinez questioned whether billboards are the best vehicle to reach drivers on high-speed corridors; commissioner Bartlett said many billboards are sited near intersections on the high-injury network, and the city is already running social-media campaigns.
Councilmember Gattis asked whether the boards would be electronic; Bartlett said they would be electronic. Councilmember Melvin requested a short briefing and a summary of the culture-change activities and committee work; Bartlett agreed to provide the referral.
Council accepted the item for first reading; elsewhere in the meeting Councilmember Comas moved to approve the item under SEP when voting on associated traffic-management measures.
