Ticketing Aggressive Cars and Trucks in Washington State



Drafting a creative brief that defines the communication objective, targeted audience, desired response, and other goals was a critical first step. Following the creative brief, market research surveys were important to the success of the project as they assessed how people perceived the message. WTSC received a few complaints about the radio message because it may have suggested too close of a partnership between law enforcement and the trucking industry. Motor vehicle drivers perceive that it is the commercial vehicle drivers who are the ones who are most often at fault in collisions, while truck drivers believe it is the passenger vehicle driver. In future projects, it is suggested that that the media message more clearly define that both cars and trucks will be ticketed for not leaving enough space – a message that reflects the actual enforcement plan of TACT.

Competing Statewide messages may have detracted from the effectiveness of the TACT Campaign. More careful consideration should have been given to several other highway safety initiatives that were being conducted during the emphasis periods.

Initially, while it appeared to be a good idea linking the kickoff of the TACT program with the 4 th of July holiday (the press event was held on Tuesday, July 5, 2005), other events during the holiday may have overshadowed its impact. The kickoff should have been conducted as a stand alone event, not linked to the holiday.