Drive Less. Save More. – Social Marketing Campaign
In 2005, a consortium of state and local government agencies, including ODOT, TriMet and Metro, as well as private businesses, was formed, with the goal of changing the driving behavior of Oregon motorists, specifically, to promote smart driving strategies and the use of transportation options such as transit, biking and carpooling. For the past six years, Moore Information has provided both focus group and telephone research to this campaign. Our initial research efforts were designed to gain an understanding of current transportation behaviors, identify barriers and challenges to changing transportation behavior, and explore potential motivational factors that would influence behavior change. These studies were conducted in four specific regions throughout the state, both urban and rural communities. Ongoing research has been conducted to test public reaction to specific messages and themes for the media campaign, and to develop targeted media plans designed to match messages with various target audiences. The campaign is now being rolled out on a statewide level, and includes regular tracking and monitoring surveys and message refinement focus groups to measure the impact of the communications efforts and identify opportunities for further behavior change.
In its first years, this innovative campaign has moved 19 percent of the Portland metro population —220,000 individuals—to reduce car trips, resulting in a conservative reduction of 21.8 million vehicle road miles.
