Project Description

California Office of Traffic Safety – Pedestrian Safety

In 2016, five years into its role as public relations and marketing contractor for the California Office of Traffic Safety, the Prosio Communications team launched a statewide public awareness and behavior change campaign for OTS to declare September as California Pedestrian Safety Month and communicate that keeping our roadways safe requires equal responsibility from pedestrians and motorists alike. Originally launched as a pilot program in Sacramento in 2015, the “Pedestrians Don’t Have Armor” statewide campaign features Pete Walker and a diverse group of characters – all everyday pedestrians dressed in car-part armor — to demonstrate that in real life, pedestrians don’t wear armor – and most importantly, are no match against a vehicle. Services included paid and earned media, social media, event coordination and Pete Walker appearances, collateral distribution and partnership development efforts serve to promote and create awareness throughout the state year-round.