k through by investing in some of the paid advertising. we want to develop a wonderful piece of creative and make sure it is placed and out there. we the safe routes to seniors i think you heard that mentioned in other meetings, we want to maketia we take advantage of opportunities to get out there and do those grass routes programs. this one is similar to a program that is being handled in new york and think there is a opportunity to do that here as wellment. toggling back to some campaigns that you may have seen before. i think we all remember some of these real game changer break through campaigns oftuate this what this can could look like and believe vision zero has the ability to do what the previous campaigns going back to the

80's and 70's have done. a mind is a terrible thing to waste, united nig row college fund. this campaign is 40 years old, more than 40 years old and received a billion dollars in support over those years in free donated advertising and when this adcame out it wasn't common for affricern americans to go to college. this was a game changer in the way it got people to think about african americans going to college at the time and since that point, it put 350 thousand african american kids through college. another campaign we have probably all seen, this is your brain, this is your brain on drugs from partnership for a drug free america is a iconic campaign occurring in the 807's. it unique because it was put together through a coalition of advertising profeshs and took a very

madison achb new approach to use research to figure out a way to target audiences and actually chaiv behavior by changing attitudes. these 2 campaigns, not saying we can necessarily get b but this is our aim. this is the bar that is set for us that we can shoot fl in order to get we do need to have the capability to put together the fundamentals so we can go out and argue and ask or be creative in our approach to put together psa campaigns that can be placed for free and or corporate social responsibility campaigns where we partner with commercial ent #25ez who may be willing to support vision zero and we think there is capability to do that. next slide, i thought i would take a

moment to walk through how a campaign is put together and i know you all know this because you have done them yourselves. but in terms of creating a effective psa campaign it is similar to creating any othercome pain in that you need to start with audience research. we need to know who we are talking to and the behavior we are trying to change and look that creative and produce professional and be more creative than we were 20 and 30 years ago because wree not just talking about broadcast tv and print medium and radio medium we are talking about social and digital communication. we have more people on hand held devices than before and more media fragmentation than before so we need to be more creative and clever to break through in the media market that we are dealing with today. in addition to that thinking about how we place that advertising

is a critical factor. can we go to the network chans of the worlds and ask them to place a tv and broadcast adlike you saw the partnership for drug free america do? yes, we can probably do that, but also niece to go to a lot more chajs than we would have preechbiously thought to get the advertising out there and need the right tifep of create v to get that out there. finally after all that we want to evaluate it and make sure it is effective. in a campaign that is lasting then 10 years like this the measures of evaluation will need to be even broader and more cyclical every 2 year cycle through the strategy. each of these-sorry, let me back up and say, in addition to that and you have -having a campaign manager who

can focus and lead it through is critical. the sit a we do far more than in other arenas to engage the stack holder jz do outreach. it is true value in san francisco and we want to make slur we build the components to allow us to be out in the communalties communities on the day to day and make sure people understand what vision zero is about and how they incorporate it into their daily lives. i think you can see in the program there are details here and i think i made my pitch why it is important to invest and here to answer any questions if you any, but other than that i'll turn it back over to you tom. >> thank you mrs. sue and mr. mu grire. i think we moved a long way from be nice, look

twice as a approach from 20s 14 to strong vision zero with planning and enforcement. i understand the importance orpheducation and changing the culture of speeding and reckless driveringism i did want to say that i would be more interested in the specifics on like how a safe street for seniors program would work as a vision zero coalition is proposing now. for example, how like the near term gearo boulevard. i love striping the streets with the mayor and ed riscon, but i'm curious on the specifics on how quickly the near term geary high injury corridor will be made safer like the scope and timeline. i see the importance of education and utilizing free and private sector contributions, but i think it

can over shadow the importance of enforcement and engineering and what the vision zero coalition is strongly proposing hopefully at public comment later today >> commissioner u yee >> thanks for the reasonitation so far. there are a few things that i'll mention again i guess. education piece of this, this is the messaging and education so it is 2 different things. they are under one category, but there are different approaches, so-and the branding of things, i fully support that and most likely what i have seen even in new york, the massaging branding is targeted towards adults or maybe young

adults and older teens and so forth so peeped would get it. because of their life experiences there is a association to that mpt part of messaging works for a certain segment and i don't know if it is all mssaging is age appropriate for younger folks, children and so forth, so then the education piece of it becomes even more important rather than just messaging. vision zero to a 5 year old may not mean too much in itself because they haven't that much experience with what you are talking about. with the education piece i'm always looking at things from what is appropriate for that age category and it won't be one

size fits all for everyone. a couple things that i have been trying to push maybe more age appropriate fl younger kids and i'm going to continue pushing it and i haven't asked so it isn't in the discussion yet whether or not we should add these things i have been pushing for the last few years into the overall vision zero sort of approach. the 2 things i'm roughering to and mention today my colleagues in different situations would be the crossing guard program that we created a pilot program, 3 schools have a implemented in san francisco and this is really successful. i went out and spoke about it to elementary school teachers. this is targeting mostly 5th

graders to be part of the student crossing guard programs. it is isn't just the children that is [inaudible] there are other students that see if and the discussion happens and not only that the parents, for instance [inaudible] when they had their program first put out the parents and other drivers that were dropping off and picking up, were not obeying laws and once we started to program the police officers were out there. all they did is give 2 tickets and they probably could have given a lot more, but after 2 tickets everyone in the community heard about it and their diving behavior changed. i spoke to elementary school principles and now there are 24 other schools that want to do this throughout the city. they

are spread throughout [inaudible] actually i think 12 of them are coming from district 1. i would like to see not only myself [inaudible] we need more money for this, but it should be part of vision zero. associateative of that, several people saw this. i brought up a movie set thing from la and it is called richies neighborhood and the research has shone it is really effective for kindergarten and 1 and 2 grade. when they go through street set in conjunction with this game, it is a video game, the learning curve-the younger you are you have to do stuff, you can't just have a branding thing, they need to experience-the car all most hit me! they have

these fake cars coming out from a drive way and they duck them and so forth. i have been trying to gets support around that. i think it is effective. maybe if there haven't been enough exposure in terms of the value in that education piece with vision zero coalition we need to have that discussion. i would love to be supportive of that program. i'm sure other people have been doing other things about education and we need tobring into discussion. that is about 250 thousand just to build it. the last thing i want to--is it okay? one more thing. page

26, the progress roret for mayors and supervisors on projects. i noticed you didn't have any of the 9 projects that i had got funding for for district 7. i don't know why it isn't in there. is there a reason? it was a adback and did it for par ticipatory budgeting. last years fiscal year we approved 9 projucts and they are on their way. >> that actually is a topic we'll ask in the presentation >> okay, before we get there i have commissioner wiener and mar back on the roster. commissioner wiener. >> thank you madam chair. i

have a general question, but it relates to a specific project that i don't know if you recall a part of vision zero, but it is a on going project , the diamond and becauseworth project. i want to thank you for breaking out prop b funding for those that fought hard to get prop b passed it is nice for the public to see through the tangible result of a vote that they cast and i appreciate that you guys have-at the agency acted so quickly and identified the use for prop b. the next step beyond identifying how the funds are spent is make sure the project is delivered and the funds are effect chbly spent andancy is properly communicating with the community. those are the 3 goals and unfortunately in the

diamond and baus worth project the agency failed in all 3 in my opinion. in 2003 the late concongressman tom rantoes who i think passed away all most a decade ago, at the begin ogthf term my predecessor [inaudible] a tained a 3 million [inaudible] for diamond and bos worth intersection which is a mess formany reasons and needs a lot of help, that money basically sat there for 8 or 9 years. we were concerned that we were going lose the ear mark and the fact it was a ear mark also dates in terms of how long ago we got the money. in 2012 when we adopted the glen park plan and insisted the agency move forward and fish it

intersection. we then move today the project that is [inaudible] takes the cake. the fact that from-the begin thofg planning process to now in the middle of construction it is taking lodger than cast rostreet ren ovation which is a larger and complicated project. the communication with the community is awful by the agency. i know i expressed this to you. i have spoken to mr. ristcon 2 or 3 times in the last couple years t. is hard for my office to get information letd alone the community. it is a 3 million dollar ear mark which is a lot of money and there was supposed to be money left over at the end so we can signalize

ajaistant intersections. we are told there is no money for those intersections and we found out the other day-there is never unanimous agreement on any project, but the one asspect of the project where there was 100 percent agreement is there are less tern signals and we just learned that is not in the project. you can probably tell i am enormously frustrated as are many of my constituents. it undermines confidence of the public when things like this happen and the entire process. when we talk about having important projects that save lives and wanted to get thevl them delivered effectively and being in communication with the public and delivering in the most cost effective way, this project

really undermines my confidence and i just really as we are talking about this it isn't theoretical. it is a real thing happening in my district and the neighborhood i represent with people that deal with this every day and feel theancy isn't meeting the needs sthf community. i want to put that out there for you. i'm very frustrated right now and i would like to know what the agency is going to do to make this better. >> i think first of all let me just say i know that is a really frustrating project for you and staff and we have talked a few times about it and it-there isn't much i can say now that can change what happened in the past. my best response is at the land use and transportation committee we talked about all the things we are doing to approve project

delivery and all those effortss are focused ovision zero project. stream line acontability and using [inaudible] the way we communicate with the public. these are things that you will see us doing much better in these areas. >> hathat is no consilation for not just the residence of glen park, but this is-they have been waiting for a long long time and the money has been there for more than a decade and yet the praublgect has not been delivered properly. it undermines my confidence, their confidence and i really want to know what the mta will do to resolve this situation and deliver the project correctly and i also want to-if there a traffic injoon earring reason why the agency decided and not

communicating can anyone rsh if thrai decide it was inappropriate to put left hand turn signals here so be it, but if that isn't the case i would like a commitment from the aensh that thaes thoest signets will go in >> i don't know the details of why we don't have a left turn signal in the project versus a left turn lane. i will have to get back to you with those details. it is going be a question of whether the addition phase to allow left turn, what that will do to safety and congestion because it can go either way. [inaudible] i would be happy to get back with details >> if had aensh says this is a bad idea from a traffic

engineering perspective i respect their judgment, but if that isn't the case i would like a commitment fraument the department it will make good on this and put the left signals in if it is appropriate. which that was never conveyed to the community during the many times this was raised >> all i can say is we'll communicate with you next week what our injoon earring findings are and give a picture what it looks like >> if it is appropriate will the department make sure the signals go in ? >> yes >> commissioner mar >> i want to thank commissioner yee for the crosser guard program. it has strong support. it is a really down to earth way and i know supervisor or commissioner yurks ee was a crosser gourd

himself many moons ago so i like programs like that that change the culture and get regular people vauved. i did want to say the 32 member vision zero coalition has good sessions and i'm interested in what is presented compared to what the demands are coming from the coalition. i want to reiterate my question about the gearo corridor and know the time line and scope because i know of the 300 thousand dollars for the geary pedestrian improvements for the new signals are number och them are on geary so i see over lap with improvements not just in my district but along gearo corridor. do you have details on the geary scope and time line? >> the time line here is this money will be spent in fiscal year 16 so the pedestrian

improvements you will see in 2016 and likewise the signals will begin in 2016 >> hopefully we can get specifics on timing of when things begin. i haet to sound like a broken record, but last month a 8 e7 year old guy, senior, very helthsy senior killed in the cross walk. i'll be there with inmayor today. broken record, [inaudible] and 20 percent of the population are seniors and people with disabilities but around half of the pudustren fatalities are seniors with disabilities. i know you integrated safe routes for senior jz want to reiterate at looking how critical that is. looking at your model and what other cities are doing.

-that is critical. i'm advocateing for this as a explicit strategy learning from other model programs in other areas. i'm appreciative there is more within the proposal, but quaknow some is unfunded. i'm strongly supportive of the 30 plus member vision zero coalition suggestions as well. thank you for proneting this and if there is any way to comfair and contrast what the coalition is proposing versus what you propose that would be helpful for me. >> thank you commissioner mar. could you please careify the coalition again? >> so, there is a vision zero coalition that i know that has a number of proposals and it includes at least 30 organizations from the alamo square neighborhood [inaudible] to livable city

to mission community market to meta, senior [inaudible] bike coalition. it is a strong vision zero coalition that has come together over the past year since we have kicked off the vision zero process. >> thank you commissioner mar. i had a couple questions as well. i thought i would start with education campaign. this is quite a small budget, but a significant budget and agree we need to invest in education in the city, that is a key component of vision zero. i'm curious if we looked at other city to learn from them in terms of what they funded and invested and what worked for them and if we based this off what we have seen this modeled in other cities versus throwing darts on the board for what we

think may work? >> that is a fair question. we have looked at other what other cities are doing and did practice research to see what the landscape looks like. we are doing more of that. in fact, i'm planning to meet with new york dot the week after next to try to get in person to understand how they are doing their program. we also based on the current experience with campaigns we are running in san francisco and what our media market looks like. this is a different media market and a little smaller than what they have there in new york, so we have to approach it slightly differently. but we have campaigns wruning now and you see a program that is 4.2 million dollar program that we have size up and part of that is based on compains we are country running. the it stops here in particular is one we looked at to see how much media

knee can get and the cost of the creative and research with a grant funded program. there are 2 others that are ted uch for following it stops here. we are using that as a model and do have others. the be nice look twice campaign is a model because a that is something done early on in house with internal resources. a very different type of campaign, but we can get a idea of what it will cost to get out there research, develop and produce it. >> were you able to evaluate the campaigns? >> they are just coming in now, so more evaluation-more formal evaldsuation on the it stops here is just coming in so we'll be using those numbers when we get them fully to hup us understand if we spend 250 thousand dollars for a shorter campaign, what that will net in

terms of awareness in the public. we can also bench mark other types of campaigns because zee a idea, for instance the prop a campaign, how mup we spent and what it took to see that break dlou. we are mailing broad based broadcast or out door, but it gives a idea of what we are working with. i think we are not just-we are doing our best not to throw darts at a wall and see if it will stick because that is a poor way to do a campaign i think as we all know and vision phreero is too important for that. we also don't want to just depend on advertising. we have made a concerted effort and to your point about the vision zero coalition, we made a effort to look at how we build a out reach component both going out

from the city through had department of environment and using their outreach muscle along with building in funding for community groups to come in and engage at the grass routes level where they know they are cultural sensitive to their communities in the way that we as government have limitations in that area >> as you bring that up, what efforts have you put in terms of bilinkual efforts to insure we do this in orelt language communities as well? >> that is built into the dollar figure. we know that we under need to build in multicultural efforts. it is a [inaudible] in the communication strategy. it is also one of the-we have message mapping perspective on this and that is lynn item we would take any messaging we develop for

the overall education campaign -let me position it as awareness in campaign because there 2 facets of that, and make sure whatever messaging we put out in the main stream for lack of a better market, that we make cultural relevant for mono lingual communities in particular. it may not be a exact translation because it doesn't always work, but it would be cultural relevant for the communities we are targetings >> i encourage-i know wree not like other cities and san francisco is unique and maybe our residence respond differently to different types of advertising and we are very tech heavy here in the reejage, but i would like to look at what is effective in other cities so we can save some of those research kls. to a certain extent there will be similarities in how new yorkers respond to education campaigns as san francisc