Lafayette Consolidated Government
Lafayette City-Parish Consolidated Government (LCG) came to RUSSO with the need to launch a safety campaign for the Lafayette Metropolitan Planning Organization’s (MPO) Bicycle and Pedestrian Safety and Healthy Community Education Program.
The campaign needed to be developed specifically for Acadiana, with the overall purpose to educate motorists, cyclists, and pedestrians about the rules of the road and to encourage tolerance and respect for other modes of transportation among all roadway users.
The branded campaign was named The Movement: Acadiana’s Safety Initiative, and it utilized: broadcast/cable TV, radio, print ads, a website, and billboards. The media outreach also includes Cyclist/Motorist/Pedestrians responsibility cards that focus education efforts toward Young Adults.
The Movement became a case study in reinterpreting one brand’s message to reach several very different audiences. By engaging with each audience (pedestrians, cyclists, drivers) separately, we were able to tailor-make each ad and easily track feedback. The messaging successfully reached younger and older audiences alike with voices they could relate to.
The campaign was embraces by local cyclists — scheduling rally rides around The Movement. Also, The University of Louisiana at Lafayette used some of the campaign on campus to encourage students to travel safer form class-to-class.