Safe Mobility for Life Program & Coalition
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
- Website: SafeMobilityFL.com
- 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
Awards
2019 MarCom Gold Award for Video: “Helping Florida’s Aging Drivers Stay Safe and Mobile”
Project Videos
This 10-minute training video provides law enforcement officers the information they need to help aging road users who may be a risk to themselves and others. The MarCom Awards, which are administered by the Association of Marketing and Communication Professionals, honor excellence in marketing and communication.