CAMPAIGN OBJECTIVES
1. Raise Awareness about the real dangers on Salem’s roads.
2. Promote Responsible Driving through relatable, emotionally resonant messaging.
3. Prevent Future Tragedies by encouraging community-wide adoption of safer habits.

RECOMMENDATIONS
Building on the deliverables provided in the report, students recommendations for the Salem Police Department include:
• Activate the social media strategies, including the “One Text, One Story” video series and the Distracted Driving AR Quiz Challenge.
• Coordinate and implement the “Walk for Every Life Lost,” fostering community participation and emotional resonance.
• Launch the sidewalk sign contest and strategically place signs in identified high-risk areas.
• Integrate the established brand guidelines across all SPD communication channels to ensure consistency.
• Establish ongoing partnerships with Salem-Keizer Schools and local organizations for continuous engagement.
• Regularly evaluate and adapt communication strategies based on community feedback and engagement metrics.
• Continuously utilize emotional storytelling to reinforce safe driving behaviors.
• Seek further funding opportunities through ODOT and national safety grants.
• Consider hiring or designating a communications specialist to ensure sustained engagement and effective message dissemination.

What sets this campaign apart is its community-first approach. Rather than merely enforcing traffic laws, the campaign recommends actively involving residents, from new teen drivers to parents, in creating a safer driving culture. The campaign aims to make traffic safety a shared community value by sharing real stories and building local partnerships.

Ultimately, this campaign is not just about communication; it’s about connection. When people feel personally invested, they’re more likely to act. We can save
lives by making Salem’s roads safer for everyone.

Recommendations to improve trust between the department and the community consisted of hosting town hall meetings, community events, increasing social media presence, working with youth in schools, and mentorship programs. The most common targeted publics consisted of Hispanic males ages 18-25, youth ages 11-18, youth who have had experiences with the juvenile justice system, and non-English speaking residents. Most plans were designed for implementation within six months to a year, with budgets ranging from $0 to $1,250, to include spending resources on promotional activities and staffing hours. Students designed campaigns with the overall goal to support the Salem Police Department in meeting their mission to “provide superior service to keep Salem safe while enhancing trust.”