Safe Mobility for Life

EMPOWERING OLDER ADULTS TO REMAIN ACTIVE IN THEIR COMMUNITY

The Florida Department of Transportation (FDOT) and the Safe Mobility for Life (SMFL) Program & Coalition wanted to increase awareness and use of SMFL program resources for improving the driving safety, access to transportation and mobility of Florida’s aging population.

  • Client: Florida Department of Transportation (FDOT) and Safe Mobility for Life (SMFL) Program & Coalition
  • Services: Public Awareness & Information, Media Relations, Writing & Editing, News Releases & Distribution, Content Development, Stakeholder Engagement, Good Neighbor Outreach, Branding, Visual Identity, Graphic Design, Collateral, Presentations, Promotional Toolkits, Social Media, Web Design, Photography, Database Management, Press Events, Onsite Logistics
  • Markets: Government, Transportation

Challenge

The Florida Department of Transportation (FDOT) and the Safe Mobility for Life (SMFL) Coalition wanted to increase awareness and use of SMFL program resources for improving the driving safety, access to transportation and mobility of Florida’s aging population.

Solutions

STRATEGIC COMMUNICATIONS, MARKETING AND OUTREACH

We developed a strategic communications, marketing and outreach plan for increasing awareness of the coalition’s programs and resources among aging road users, families and caregivers, health professionals and law enforcement officers.

STATEWIDE PUBLIC AWARENESS CAMPAIGN

To increase public awareness, we implemented a statewide media campaign highlighting survey results identifying needs among aging adults for the coalition’s programs and resources, launched a website landing page for downloading coalition materials and distributed a promotional toolkit to hundreds of partners throughout Florida.

2017 OLDER DRIVER SAFETY AWARENESS WEEK

To promote transportation and mobility events for aging adults in Florida during this week-long national campaign, we implemented a statewide media campaign that included news releases, social media schedules and video PSAs distributed to broadcast outlets, Florida licensing offices and the Florida Turnpike. We helped the coalition achieve significant performance increases over the previous year.

By the Numbers

According to the 2016 Florida Strategic Highway Safety Plan, as drivers age their traffic risks increase since aging impacts vision, memory, physical strength, reaction time and flexibility.  This is significant since the population in Florida, as well as the entire United States, age 65 years and older is projected to increase in the next decade. The increasing population of older drivers will continue to benefit from FDOT’s Safe Mobility for Life programs and resources well into the next decade.

20%

FL population in 2017

65 years and older *

24%

FL population in 2030

65 years and older **

15.6%

U.S. residents in 2017

65 years and older *

20%

U.S. residents in 2030

65 years and older *

* SOURCE: U.S. Census Bureau

** SOURCE: Bureau of Economic and Business Research (BEBR) at UF

Project Videos

Promo PSA

Find-a-ride Promo