HomeMy WebLinkAbout2000-04-25 - AGENDA REPORTS - DRIVE SAFE TV AD CAMPAIGN (2)CITY OF SANTA CLARITA
AGENDA REPORT
City Manager Approval
CONSENT CALENDAR Item to be presented y: Gail Ortiz
DATE: April 25, 2000
SUBJECT: "DRIVE SAFE" TELEVISION AD AND WHITE RIBBON
CAMPAIGN
DEPARTMENT: CITY MANAGER
RECOMMENDED ACTION
City Council transfer $5,000 for the "Drive Safe" television ad and white ribbon
campaign from City Council contingency fund 1240-7401 to 1210-7320.
BACKGROUND
Earlier this year the City Council directed staff to create an education/outreach
campaign to improve the community°s awareness about the need to drive safely and
slow down. This was in response to several unfortunate incidents on local roadways
that resulted in death and injury. Further, the Council directed staff to work with
the Drive Safe program, a joint venture between Henry Mayo Newhall Memorial
Hospital and Frontier Toyota.
The City and Drive Safe are suggesting we add two components to the existing Drive
Safe program. First, we would like to create a strong 30 -second paid advertisement
for cable television, which would air on networks targeted at teens such as MTV, E!,
Fox Sports West, ESPN, etc. The cost to produce the spot is about $4,000. The cost
to air it for one month on these networks is $1,500 with an equal match from Media
One (total of a $3,000 cable ad package). We will be seeking sponsorship for the ad
placement cost of the spot ($1,500).
In addition, an expanded community -wide white ribbon campaign is being suggested
to create awareness about driving safe. The estimated cost for white ribbons to put
on local buildings and for people to wear on their lapels is about $1,000.
ALTERNATIVE ACTION
Other action as identified by the City Council.
FISCAL IMPACT
No fiscal impact has been identified by staff.
SAMS\CCAGENDA\4'S_0�\DRVSAFE.DOC. APPROWED
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