Community Coalitions Can Carry Campaign

A vital part of any successful traffic safety campaign is establishing an active community partnership. Local business and civic leaders have contacts that will be extremely helpful in ensuring that your safety message reaches area residents. Experts in fields such as public relations, enforcement, engineering and research can assist with the implementation of a well-run campaign.

Several of the RLR grant sites are demonstrating the positive impact community coalitions and partnerships can have when utilized throughout a campaign. For example, Spokane County, WA, secured in-kind donations and funding in excess of their initial grant amount. Oklahoma City is receiving the backing of the entire community, which provides passionate support in the wake of the anniversary of the bombing that devastated that city. Sites such as DRIVE SMART Colorado Springs, Jackson, MI, Richmond, VA, and Tuscaloosa, AL, among others, have built community coalitions that provide support, technical assistance, funding, and other incentives to raise awareness of the red light running problem - and traffic safety in general.

 And it's never too late to get started building partnerships in your area. As campaign coordinators for RLR and as experts in the field of traffic safety, you will undoubtedly be involved in planning or coordinating future public awareness campaigns. Establishing a community coalition now will not only enhance your current campaign but will secure a foothold for future traffic safety efforts. The media and professional resources that you tap for RLR can become invaluable future contacts.

Oklahoma City RLR coordinator Kitt Albritton takes a philosophical approach to coalition-building - "Partnerships for Life 101." Kitt's "lesson plan" includes basic rules that she follows. "We swap services; we never ask for money," Kitt explains. "We ask how we can extend our current project activities and networks to assist our partners. Also, we continue to put partners together so they can help each other."

John Henry, RLR coordinator for DRIVE SMART Colorado Springs, recommends the seven-step Organizational Behavioral Management (OBM) model "to assist community leaders in tracking their success in establishing local traffic safety alliances."

 Among the steps listed are "Community Leader Participation" and "Promotion to Key Community Leaders." These steps explain that after determining your campaign's needs, it is necessary to find out who and what organizations will best fit those needs. Generally, individuals or organizations with a stake or interest in reducing traffic-related injuries should be approached.

Next, upon contacting potential coalition members, be prepared to "sell" the campaign. Explain the campaign, what they can do to support it, why they should have an interest and what benefits they will derive from the campaign. Reasons for getting involved include the cost of traffic crashes to the community - both emotional and economical, media opportunities and a standing in the community as a "good citizen."

For additional information on how you can build a coalition in your community or for hints to revive an existing partnership, refer to section 5-3, "Community Coalition Building," in your RLR Strategic Planning Guide. To receive a copy of the OBM model or Kitt's "lesson plan," call your GEI marketing consultant.