PowerPoint Presentation

Operation Lifesavers

See Tracks? Think Train Campaign

Good Morning I am here on behalf of Operation Lifesaver, Inc. to give you an update on national public awareness campaign called the See Tracks? Think Train!1What is Operation Lifesaver?Mission: Prevent injuries and fatalities at highway-rail crossings and along railroad rights-of-way

Reach: Over 2.1 million people per year reached through face-to-face presentations and special events

Education: Authorized volunteers make presentations to school groups, drivers ed, professional drivers, law enforcement and other community groups; e-Learning and other online educational tools

Public Awareness: Strong online presence through website and social media networks, public awareness materials include TV and radio PSAs, billboards, posters and branded merchandise

Operation Lifesaver is a national nonprofit organization that provides public education programs to prevent collisions, injuries and fatalities on and around railroad tracks and highway-rail grade crossingsHow many of you have heard about OL?

Operation Lifesaver is a national nonprofit rail safety education organization dedicated to reducing vehicle-train collisions, deaths and injuries, as well as pedestrian rail trespass incidents. OL has programs in all 50 states, and in five countries internationally, including Canada, Mexico, Argentina, the UK and Estonia. Operation Lifesavers trained volunteers provide free rail safety presentations to schools, businesses, professional truck drivers, school bus drivers, first responders, and the general public. Reach about 2.1 million people per year using traditional presentations.

We partner with Americas railroads, transit systems, State departments of transportation, law enforcement and safety organizations to spread the word about how to be safe around railroad tracks and rail crossings.

2Ninety-six percent of all rail-related deaths are due to people trying to beat a train at a crossing or walking on train tracks. Most of these deaths are preventable.The Honorable Joe Szabo, Federal Railroad Administrator

Where is the Highest Rail Safety Risk?There has been a lot of attention in the news regarding rail safety in the past year, mostly focused on the movement of crude oil by rail and preventing train crashes and derailments. Although these are very important safety issues, they are outside the jurisdiction/scope of Operation Lifesaver.

Operation Lifesaver is focused solely on public safety around rail crossings and rights-of-way. And this is where the highest rail safety risk lies 96 percent of all rail-related fatalities result from crossing collisions or trespassing incidents. 3

2013 Rail Crossing & Trespassing Safety DataCrossing CollisionsCrossing Fatalities and InjuriesTrespassing Fatalities and InjuriesThe number of railroad crossing collisions rose from 1,971 in 2012 to 2,067 in 2013. The number of railroad crossing fatalities and injuries rose from 1,175 in 2012 to 1,193 in 2013. The number of trespasser fatalities and injuries on railroad property rose from 843 in 2012 to 908 in 2013. Crossing CollisionsUP 5% Crossing Deaths and Injuries UP 1.5% Trespassing Deaths and InjuriesUP 7.7% Unfortunately, the United States saw an uptick in crossing collisions and trespassing incidents from 2012 to 2013.

5% increase in grade crossing collisionsOver a 7% increase in trespass casualties4A National Public Awareness CampaignGoal: Heighten public awareness of the need for caution near train tracks for pedestrians, drivers, passenger rail/transit users

A key target audience: males ages 18-35

Core message: Its No Contest

Materials in English and Spanish

In response, OLI partnered with the Association of American Railroads to develop a National Public Awareness Campaign See Tracks? Think Train!, or as we sometimes refer to it as, ST3.

This campaign is funded by OLI, AAR and the U.S. Department of Transportation. Core message Its no contestStudies have shown it is typically males between ages 18-35 who are struck by train.Boxing and MMA are common sports that they can relate toit is one of the factors OLI and its partners took into consideration when creating the campaign and incorporated into the overall theme5 ST3 30-Second TV PSA

Here is the :30 TV PSA, showing that the main focus of this TV PSA is the trespass issue.6Print Materials

In addition t PSAs the ST3 campaign is bilingual (English and Spanish), and features posters, billboards, and infographics that bring home the theme that its no contest between people or vehicles and a train. Again you can see the boxing poster theme that catches ones eye7Billboards

Here is a billboard example showing the trespass message. We also have billboards showing a transit safety message, and crossing safety messages featuring a car and another with a semi-truck, to target professional drivers.8 www.SeeTracksThinkTrain.org

The campaign has a dedicated microsite, you can see at the top of the slide; seetracksthinktrain.org, where people can watch and download the PSAs and other printable materials.9 Campaign Spokespersons

Mark Kalina, Jr.Russ FletcherTrespass Incident SurvivorLocomotive EngineerWe are very fortunate to have two campaign spokespersons who humanize the issue and can tell their personal stories with news media. Mark Kalina, Jr. of Ohio was involved in a trespass incident about 2 years ago. Russ Fletcher is a Kansas City Southern engineer in Missouri. Both are OL volunteer presenters.ge stud

19 year old college student 911 tape

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LaunchApril 8, 2014 Washington DC.

Satellite Media Tour withOLI, AAR, FRA, FTA, Campaign SpokespeopleResults to date:

More than 450 TV, radio and print news stories mentioning ST3 campaign, reaching 3.5 million

TV and Radio PSA placements in 260 stations, focusing on the Top 15 States with highest trespass fatalities

Here are some initial results of the campaign nationwide since the launch in April.

We worked with 260 TV and Radio stations to focus on the top 15 states with the highest trespass incidents. Between TV and Radio and print news stories we have reached over 3.5 million people11Were Off to a Strong Start:ST3 PSA Placement Results

Through the end of June, the See Tracks? Think Train! PSAs have reached a total potential audience of 92 millionTelevision PSA (English) 33 Stations, 573 broadcasts, 3.7 million impressions

Television PSA (Spanish) 24 Stations, 1,547 broadcasts, 2.8 million impressions

Radio PSA (English) 125 Stations, 20,951 broadcasts, 51.4 million impressions

Radio PSA (Spanish) 48 Stations, 15,918 broadcasts, 35.7 million impressions

Here are the PSA placement results from the first few months of the See Tracks? Think Train! campaign. We are off to a great start 37000 Radio broadcasts and 200 TV pasa in both English and Spanish is outstanding12National Events

International Level Crossing Awareness Day (June 3)Earlier this year, state OL programs across the U.S. incorporated the See Tracks Think Train campaign into their activities for National Train Day, May 10, with booths manned by OL volunteers at stations and other locations; other states called attention to the campaign on June 3, International Level Crossing Awareness Day.13 Regional Rollout: State OL Program Activities

Following up on the initial launch, this map shows how state OL programs will be carrying out ST3 activities during focus periods throughout this year. Examples of activities include: Movie Theaters will air Trespasser Video PSAs; Radio Stations will air Trespasser and Crossing Safety PSAsST3 Highway Billboards with Trespasser and Crossing Safety Message in several States ST3 Posters and Signs will be placed in transit buses, transit rail cars, train stations near high-risk crossings, there will be displays and fairs, shows & Conferences, Training Classes, and Community Blitzes in 28 States.

Riverside CA twitter contest3-highschool pledge to stay off tracksPrizes

BNSF foundation10K tweets14 Regional Rollout: State OL Program Activities

Fresno transit 4-week campaign in the heart15

A Startling Statistic

Tell my story

Here is a statistic that brings home why Operation Lifesaver exists, and why were are undertaking this major national campaign. About every 3 hours, a person or vehicle is hit by a train. We need to raise public awareness about grade crossing safety and trespassing to decrease the number of incidents. This cant be accomplished only through better technology or more aggressive enforcement; peoples attitudes need to be changed.16How can you help?Download and use campaign materials on websites, in social media

Participate in public events

Link to the SeeTracksThinkTrain.org website from your homepage

How can you help?We invite you to join us in the campaign here are some ways your organizations can help. As I mentioned, we have a library of materials, many of which are downloadable from the www.seetracksthinktrain.org website. We can make other material available to you as well.17

Thank You!facebook.com/operation.lifesavertwitter.com/olinationalpinterest.com/olinationalinstagram.com/operation_lifesaver_incKeep In TouchNational OLI OfficeJoyce Rose, PresidentOperation Lifesaver, Inc.1420 King Street, Suite 201Alexandria, VA 22314Phone: 703-739-1065Email: jrose@oli.org

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