IP Targeting: Department of Transportation

THE BACKGROUND

A large state was ranked as one of the most dangerous for pedestrians in the United States, recording more than 6x the pedestrian fatalities of any other state over the last decade. The state‘s transportation department sought to correct this issue with new crosswalk signals and a marketing campaign about traffic safety, and they wanted to move fast.

THE CHALLENGE

Because the transportation dept. was recording nearly 5,000 accidents involving pedestrians and cyclists across specific intersections in their largest counties each year, the dept. wanted a way to identify and send messages to the people driving, walking, and cycling through those intersections.