Alta is working with the City of Roanoke to reduce pedestrian-involved crashes through annual safety campaigns targeted at people driving and pedestrians. Alta has designed and implemented a campaign each year with a different focus.

In 2020 the campaign focused on crosswalk compliance, in 2021 it focused on speeding, and the 2022 campaign focuses on traffic safety in school zones with an emphasis on speeding. The campaigns include robust paid media advertising, community outreach, and partnerships with local organizations. Based on direction from the City, the campaign graphics included illustrations of local landmarks and imagery, and the messages were simple and clear.

For each campaign, Alta coordinated a 6 to 8 week paid media campaign with community outreach that included elements such as events, dissemination of print materials and yard signs, art contests, ambassador programming, influencer activities, and more. In 2020, the COVID-19 pandemic forced a partial shutdown during the active phase of the campaign, and Alta was able to quickly pivot events and engagement activities to a virtual format. The 2020 and 2021 campaigns exceeded goals including total reach, donated media, and earned media, and the 2022 campaign is on track to exceed the goals as well. Media and collateral included community posters, postcards, yard signs, bus ads, radio ads, and digital advertising including mobile display, gas station, convenience store and connected tv ads.

Based on citywide online surveys conducted before and after the campaign, knowledge of the VA law that every intersection is a crosswalk whether it is painted or not increased by 12%, and there was nearly a 5% increase in public awareness of problems associated with speeding.