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MISSOURI
LIVABLE STREETS
MOCAN Meeting
July 2011
Campaign Objectives
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
To increase the number of communities with LS
ordinances or resolutions in Missouri
 Increase
support for LS among 10 key communities
 Decrease
number of local leaders who report not knowing
about LS (47%)
 Increase use of LS practices/transport/design
10 Communities
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Source: http://nextup.wordpress.com/2007/04/19/sense-respond-is-you-ear-to-the-ground/
Who knows about LS or CS?
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2010 Civic leader survey
How do they self-identify?
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2010 Civic leader survey
Perceived challenges
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Community activists
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Fear: crime, the ‘new’
Need for education
Status quo
Earth crunchy/fringe perception
Lack of consistent message
Shortage of funding dollars
Time
Lack of political support
Problems convincing the general
public
Civic Leaders
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Need to see results
Need more $
Need for ROI
Lack of support
Perceived benefits
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Healthier people
Economic benefits
Safer neighborhoods and streets
Greener living
Who’s most important to them?
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Most important to have on board?
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Elected officials (58%)
Local businesses (49%)
Parents (49%)
Economic development
groups (46%)
Runners up?
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Seniors
Activists
Schools
Real estate developers
Employers
Media Influencers
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MOST
 Local TV news
 National TV news
 Radio
 Local newspapers
LEAST
 National news
 News web sites (CNN)
 Social media
 Cable news
How do they want to hear from us?
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Email (79%)
Direct mail (39%)
Fax (6%)
Face to Face (5%)
Decisions that matter
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Overview
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Local PR and partnerships
Mass media
 Radio,
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TV, newspapers
Web
Social media
Event based
Positioning
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Stronger communities
 Health
 Economy
 Professional
satisfaction and pride
 Stronger community relationships
 Investments with a their own ROI
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Costs:
 Time
 Financial
burden
 Competing priorities
 Long term benefits
Partnerships
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Messaging
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Barrier
Message
Safety
LS makes for safer streets and neighborhoods for all people.
Status Quo
Old way hasn’t gotten us very far. More communities have shifted their perspectives.
See what other communities like yours are doing.
Cost
Affordable and sometimes more inexpensive option. ROI, health impact assessments;
value of investments (real estate, infrastructure)
There are other options, too: Links to grants
Design
process
We’re not all designers, but there are resources to help. RPCs, etc.
Demand
Citizens and many policy leaders are asking for it. Will be a growing demand given
economic turndown.
Time
Additional planning and some upkeep, but these are long term investments. Move focus
to long term benefits.
Fringe
People just like me; communities just like me are adopting these ideas.
Why should you let your car have all the fun?
Communication Channels
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Mo LS web site
Advertising: radio, TV,
newspapers
General public relations
Tailored press releases
Email newsletters
List serv announcements
 MoCAN List serv
 Health departments
 LS Advisory Team
 Conferences and events
 Collateral/Posters, print
materials
 Social media
Openings & Opportunities
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Community events
Professionals meetings & conventions
 MoCAN
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partners
Seasonal fairs and meetings
LS capacity-building & technical trainings:
 8/10:
Advocacy training in Jeff City
 8/25: Design workshop
 8/27: Advocacy tx in STL
Activities Overview
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Activities – Mass Media
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Radio & Television
 Suburban
and urban markets with MBA
 Repurpose and repackage to warm waters/web
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Newspapers
 Paid
 Earned
Activities – Tailoring PR
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Activities - Enhanced
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Community walkability audits & videos
 Raise
up local LS leaders and what’s been done
 Press for partners
 “Show-Me” videos/testimonials
Voices from the Street
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Video not playing? See it online at: http://vimeo.com/26338685
Evaluation Plan
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Clipping service (pre-lead up, during and post)
 Analysis
in fall/winter 2011
 Database search for comparables
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Google analytics
General reach, frequency metrics from mass media
Possible-Questions from second round of Local Civic
Leaders Survey, fall 2011
Get Connected to MoLS
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http://LivableStreets.Missouri.Edu
http://missourilivablestreets.blogspot.com/
http://facebook.com/LivableMo
livablestreets-l@po.missouri.edu
http://twitter.com/LivableMo
Questions? Contact:
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http://LivableStreets.missouri.edu
Amy Dunaway
Health Communication Research Center
dunawaya@missouri.edu