Strategic Campaign

Hicksville Traffic Safety

2023 New York School Public Relations Association, Award of Honor, Strategic Campaign

Research

The campaign was initiated in response to a serious concern raised by a parent at a Board of Education meeting in Fall 2022, after her child was nearly struck by a car in the crosswalk outside Hicksville High School. This incident highlighted the need for improved awareness of traffic laws and safety practices during school hours. Input from parents, administrators, and the district’s security consultant further shaped the campaign's focus areas.

Planning

To address these concerns, we developed a comprehensive campaign timed to coincide with National Traffic Safety Week (March 13–17, 2023). The goal was to educate parents, students, and the community on local traffic laws, safe driving behavior, and practical ways to reduce congestion during school drop-off and pickup. Key messaging focused on community responsibility, awareness, and student safety.

Implementation

The campaign rolled out across multiple channels:

Backpack flyers with safety tips sent home to families
Website banners live throughout March
Daily social media posts during Traffic Safety Week
A student assembly led by local police resource officers for high school seniors
Student artwork promoting safety displayed throughout school buildings

This multi-touch approach ensured the message reached families through both digital and physical platforms.

Evaluation

At the April Board of Education meeting, the district’s security consultant reported a noticeable decrease in traffic violations observed by county police near school zones. Community feedback was positive, and the campaign helped reassure families that their concerns were heard and addressed. By combining education, engagement, and collaboration, the initiative successfully promoted a safer environment for all students and staff during arrivals and dismissals.