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'Respect the Path' shifts to storytelling after viral Grinch reels, township says
Summary
The Woodlands' Respect the Path safety campaign logged strong engagement over the holidays and will shift in 2026 from frequent push-messaging to a storytelling approach aligned with Project 365 themes; staff reported reach, views and a phased monthly content plan.
The Woodlands Township communications team presented a review of the Respect the Path public-education campaign on Jan. 22 and outlined a change in approach for 2026: less saturation and more storytelling.
Leanne Petersen, director of communications, provided campaign metrics: roughly 42 social-media posts and 19 short-form video reels since the program launch, with a combined reach of approximately 255,694 and total video views near 408,168. The team highlighted animated and live-action reels (including Grinch-themed short films) as among the highest-performing pieces and summarized incident data showing fewer incidents in the cooler months.
Petersen described a month-by-month editorial calendar aligned with Project 365: February "love your crosswalks," March "heads up, phones down," April "watch for wheels," May "bike month" features, and other themed months through October. The communications team plans longer-form interviews (traffic-safety advocates, crossing guards, survivors and medical professionals) to build emotional resonance and credibility rather than relying solely on reminders.
Directors suggested adding trauma-physician perspectives and promoting existing wheel-friendly amenities such as skate parks as alternatives to risky behavior on pathways. Petersen proposed returning with a mid-year report in June and said neighborhood services will continue amplifying pathway messages at local events.
The board accepted the update and supported the storytelling emphasis.
