Keeping the roads safe for motorists and bicyclists.
Through multiple planning and community development efforts, Grand Rapids – Michigan’s fastest-growing city –
committed itself to multimodal transportation and becoming more bicycle friendly. Unfortunately, at the same
time, the city reported the second-highest incidence of fatal bike crashes in the state. In addition to
changes to infrastructure and city ordinances, a significant shift in the culture around bicycling in Grand
Rapids would be required to make a positive impact.
The relationship between drivers
and bicyclists was broken.
"Share the road" messaging held no meaning.
A culture of blame existed between motorists and bicyclists, making it difficult to reach either group. Messaging was needed to show both sides had a responsibility to keep each other safe on the road.
There are two sides to every story.
We invited drivers and bicyclists to understand each other’s point of view.
Billboards were placed in areas where crashes most often occurred.
Messages were placed on the back of buses to target
motorists while they were in traffic and thinking about driving.
Everything works better when we work together.
The key to better communication is providing targeted
Digital and Social Media
Digital targeting delivered specific safety rule
content to groups based on their online habits.
Social media conversations were fueled by moderated discussions about new traffic safety rules that were personalized to both drivers and riders.
Visitors to the website were identified as either a motorist or bicyclist and content was delivered accordingly.
City and law enforcement officials held a news conference to launch the campaign and show their commitment to keeping both motorists and bicyclists safe in Grand Rapids.
Over 4,000 bike lights were given away to the press, partners and advocates along with toolkits containing a poster, brochures highlighting rules and a unique flash drive with campaign materials.
Everybody got smarter and safer.
“Driving Change” delivered across multiple metrics.
Post-campaign metrics showed increased awareness of rules and responsibilities and a significant decrease in crashes and fatalities.