Outreach & Diversity

Outreach & Diversity

Project: Vision Zero’s Safe Speeds
Client: The San Francisco Municipal Transportation Authority (SFMTA) Vision Zero’s Safe Speeds San Francisco Campaign was developed to combat speeding and save lives, calling for the elimination of all traffic deaths by 2024. To maximize campaign exposure in ethnic/diverse communities, De Alba Communications performed proactive media outreach and intensive phone follow-ups to local Chinese and Spanish media outlets.

Challenges Defined

The timing to air or publish the PSA campaign was very short, which upset several media public affairs directors. Confusion also ensued because the PSA script did not coincide with wording on a provided poster visual. Furthermore, the PSA was not produced as a TV spot, which limited the scope of our pitch activities.

Results Delivered:

Due to De Alba Communications’ well-established relationships with local ethnic media, we were able to persuade Spanish- and Chinese-language radio and print/digital outlets to air or publish in-language versions of the PSA. Our theme: “Speeding is a leading cause of traffic deaths on San Francisco streets, and this affects non-English speaking communities.”

Successes included:

  •  KSTS TV-48,Telemundo
  • Online/print Local News for Chinese:
  • Spanish: El Tecolote Newspaper, KDTV TV-14, Univision; KVVF – FM, 105.7 and 100.7- HOT; KSOL-FM, 98.9 – Que Buena; KBRG-FM, 100.3 – AMOR
  • Chinese: KTSF TV-26; KVTO-AM, 1400; News For Chinese Radio: 1450am and 1510am; and Epoch Times