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SDOT Be Super Safe

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Effectively reaching the "young invincibles"

Seattle Department of Transportation’s (SDOT) Be Super Safe Road Safety campaign focused on behavior change, specifically among the hardest to reach population known as “young invincibles” (males 16-34 years old), to reduce reckless, distracted, and impaired driving. Be Super Safe is based on the idea that we all have the potential to be superheroes – by looking out for each other as we travel, we have the power to save lives. PRR worked with SDOT to provide marketing, public relations, and social media strategies to increase knowledge on the rules of Seattle’s roads.

Social Media Campaign

Revitalized the campaign’s Facebook page, launched the Be Super Safe campaign’s Twitter account, and created fresh new content to drive engagement.

Road Safety Media Toolkit

Launched SDOT’s road safety media toolkit—an at your fingertips resource for media—including traffic safety data and survivor stories.

Video Production

Developed new creative parody videos on road safety that speak directly to the "young invincibles" audience, but still work within the confines of government communications.

Graphic Brochure

Developed a Seattle by Bike brochure to ensure new bikers travel safely around Seattle.


Our communications efforts and materials encourage safety for people who drive, bike, and walk. We developed a partnership with AARP Seattle to enhance SDOT’s Stay Active Walk Safe program promoting pedestrian safety for older adults, including public service announcements, radio, online, and non-English speaking print ads. PRR also created graphics and signage to illustrate Seattle’s new bike facilities and how to use them. We developed a Seattle by Bike brochure to ensure new bikers travel safely around Seattle and educational materials and a video to help promote safe use of the new Second Avenue Protected Bike Lane.

You PRR folks go the extra mile for your clients!

Jim Curtin, SDOT

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