colorado’s responsible ohv rider campaign jack placchi colorado state parks
TRANSCRIPT
Colorado’s Responsible OHV Rider Campaign
Jack Placchi
Colorado State Parks
A problem … and creative response
State of Colorado target of increasing pressure to better protect OHV trails.
Some problems were real … some were result of over-blown negative perceptions.
Creative approach taken … State of Colorado reached out to both OHV recreationalists and dealers … as well as active environmentalists.
Results of cooperative discussion
Historic coalition was formed … and the rhetoric was turned down …
Better understanding created among parties …
Agreement to launch public awareness or education campaign that would meet the needs of both the recreationists and the environmentalists.
Campaign Needed … First step -- learn the facts
State Parks Trails Committee … provided an unprecedented $250,000 grant.
Decision to engage professional communications and opinion research firm - Monaghan & Associates.
Parties agreed to take fresh look at the issue. Other state programs reviewed and focus groups conducted to better understand OHV rider behavior.
Research and analysis results - somewhat surprising
Contractor conducted interviews … reviewed other OHV programs and conducted focus group research.
Finding: Coloradans have fierce pride in their state and environment.
Finding: “Education” has done its job. Everyone already knows the right thing to do ...
Finding: … and majority of riders are “responsible.”
Research and analysis results - somewhat surprising
Finding: However, even “responsible” riders confess to some occurrences of riding off-trail.
Finding: Additional facts & more education do not seem to change behavior …
Finding: … neither do threats of trail closure.
Finding: Responsible riders allow themselves off-trail “just this once.”
Research and analysis results - somewhat surprising
Finding: However, riding behavior is at its best … most responsible … and most consistent -- when kids are involved.
Tremendous influence of kids !!
Parents (and other adults) take their roles as mentors very seriously … seem to have”zero tolerance” for misbehavior around young people.
Parents expect other adults to exhibit responsible riding when in charge of their kids.
Issues of responsible riding and rider safety are very much intertwined … particularly in the minds of teens.
Tremendous influence of kids !!
Older Colorado teens … have clear sense of what’s right … and what’s wrong on the trail.
They value Colorado’s environment.
And take safety and proper trail behavior very seriously.
Focus group indicated … older teens would relish a leadership role.
Defining success …
Goal: Begin building a culture of responsible riding … just as anti-liter efforts did decades ago.
This requires: Strong, compelling and legitimate “thesis” or message.
Also requires: Repetition … multiple points of reinforcement.
The Result: OHV Responsible Riding Campaign
Begin building a culture of responsible riding throughout state.
Targets riders who act responsibly 80% of the time …push toward 100%.
Also targets young riders and new riders in Colorado.
The Result: OHV Responsible Riding Campaign
How a culture of responsible riding can be developed …
Position responsible riding as a Colorado value.
Make the claim … say “it’s so” … without offering elaborate arguments.
Build campaign around perspective of teen riders.
Provide multi-facet campaign … anchored by strong television spots.
Campaign Elements
Teen panel - provides advice … act as spokespersons … appear in television spots.
Strong PR elements - e.g. Teen Panel creates annual award for adults who have mentored young OHV riders.
Direct contact with OHV enthusiasts.
Strong television ads featuring kids … aimed at all riders … and a little zany.
Example of TV Spot:
“The talk that never happened”
Scene 1
Spot opens with lots of action shots … close-ups … “hot” music.
Two riders on ATV … a father and son … come into view.
“The talk that never happened”
Scene 2
Riders stop on trail.
Father obviously con-sidering going off the trail.
[Father-”thinking”]
“hmm … just this once.”[
“The talk that never happened”
Scene 3
[Son – “thinking”]
“Dad …what in the world are you thinking!”
“The talk that never happened”
Scene 4
Animation creates a set of tracks across the untouched valley.
[voice]
“Just this once …”
“The talk that never happened”
Scene 5
Animation speeds up and dozens of tracks are created across the valley.
[mantra-like voices]
“Just this once … just this once … just this once … just this once ..”
“The talk that never happened”
Scene 6
Camera focus on father - who is sweating and looking horrified.
[Father speaks aloud]
“Wait … Wait … Stop!”
“The talk that never happened”
Scene 7 As father yells “stop”
… animation is reversed at high speed and valley is magically unmarked.
[Father aloud]
“Whew … I’m glad we had that little talk!”
“The talk that never happened”
Scene 8
Son turns to camera …
“Hey … this is Colorado … here … we stay on the trail.”
Scene 9
Father - son ride off on trail … logo/slogan appear.
Stay the Trail