Mass Transit - 31

Rail Safety
communications and marketing at
OLI, who notes the organization
received the first entry detailing a
personal near miss incident.
Maleh added how OLI has
been using more human-interest
stories for the organization's videos so it's not just statistics.
"That human interest story
is really impactful and makes
an impression on someone in
a way that a chart with statistics, while equally compelling
and tells a similar story, doesn't
have the same impact," Maleh
said. "So [for example], we will
have videos of a mother talking
about how her child was struck
and killed because they were on
the tracks taking selfies for their
yearbook picture."
In addition to posting the
PSA to OLI's and OLI's partners'
social media feeds for the next
two to three months, OLI is also
working with Cook County, Ill.,
the FRA and OLI's state coordinators for Illinois and Indiana on
a grade-crossing pilot project that
will measure the overall impact of
the PSA marketing campaign and
its effect on commuter behavior,
says Bailey.
"OLI chose a high-risk area of
trespassing...and worked within
the state to consistently run the
PSA campaign on various social
media platforms and channels,"
Bailey said. "...[We] hope to
compare the numbers/statistics
of trespassing incidents within a
three-month time span in hopes
that we find a decrease with reported incidents."

cues mean and why it's important to adhere to them. Additionally, educational outreach efforts
teach people just how dangerous
distracted behaviors can be for
pedestrians on or near tracks.
"Near miss incidents can turn
deadly and tragic and we want to
show that," Bailey concluded.

"That

human interest story is really impactful
and makes an impression on someone in a way that
a chart with statistics, while equally compelling and
tells a similar story, doesn't have the same impact."
-RACHEL MALEH, OLI Executive Director

Only trains belong
on tracks

A combination of an engineering
and education approach is required when it comes to addressing safety incidents on and near
railroad property. Engineering
solutions only go so far. While signals, gates and pavement markings
warn people of their proximity to
train tracks, it takes education to
inform them what these visual
For more information, visit www.MassTransitmag.com/12160176
FEBRUARY 2020 | MassTransitmag.com | Mass Transit |

31



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Mass Transit

Table of Contents for the Digital Edition of Mass Transit

Ad Index
Editor's Notebook: What's the Secret to Quality Leadership?
People & Places
NRC Chairman's Column
SporTran's Bold Vision for Northwest Louisiana Transit
2020 Mobility Outlook
Investing in a Peace of Mind
Combatting Distracted Communities to Boost Rail Safety
Modernizing the Message
Products
Social Hubs
Mass Transit - 1
Mass Transit - 2
Mass Transit - 3
Mass Transit - 4
Mass Transit - 5
Mass Transit - Ad Index
Mass Transit - 7
Mass Transit - Editor's Notebook: What's the Secret to Quality Leadership?
Mass Transit - 9
Mass Transit - People & Places
Mass Transit - 11
Mass Transit - NRC Chairman's Column
Mass Transit - 13
Mass Transit - SporTran's Bold Vision for Northwest Louisiana Transit
Mass Transit - 15
Mass Transit - 16
Mass Transit - 17
Mass Transit - 18
Mass Transit - 19
Mass Transit - 2020 Mobility Outlook
Mass Transit - 21
Mass Transit - 22
Mass Transit - 23
Mass Transit - Investing in a Peace of Mind
Mass Transit - 25
Mass Transit - 26
Mass Transit - 27
Mass Transit - Combatting Distracted Communities to Boost Rail Safety
Mass Transit - 29
Mass Transit - 30
Mass Transit - 31
Mass Transit - Modernizing the Message
Mass Transit - 33
Mass Transit - 34
Mass Transit - 35
Mass Transit - Products
Mass Transit - 37
Mass Transit - Social Hubs
Mass Transit - 39
Mass Transit - 40
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