Article

01/14/09

Drive Smarter Challenge Campaign Honored by the Transportation Research Board

How can transportation professionals explain complex technical issues to laypersons?

The Transportation Research Board (TRB), a nonprofit whose mission is to provide leadership in transportation innovation and progress through research and information exchange, might recommend studying the Alliance’s Drive Smarter Challenge (DSC) campaign for advice.

At their 88th annual meeting in Washington, D.C., TRB awarded the Alliance an honorable mention in the 2008 Communicating with John and Jane Q Public Contest for the creative and broad-reaching communication tactics of the D$C campaign, a multi-faceted consumer fuel-efficiency campaign launched last year by the Alliance and 18 partners, including Alliance Associates American Petroleum Institute, ExxonMobil, the National Association of Counties, National Resources Defense Council, Oak Ridge National Laboratory, and Safety-Kleen.

During the meeting Alliance staff highlighted its successful campaign communications strategy to a number of the 10,000 transportation professionals in attendance, who visited the DSC booth to learn about the campaign’s website, public service announcements, media outreach, podcasts, social networking groups and ringtones. As the conference theme was energy and climate change, best practices were shared with the other impressive contestants who also excelled at communicating critical transportation concepts to a non-technical audience.

As energy and environmental issues continue to gain mainstream awareness, the Alliance looks forward to continuing this fuel-efficiency campaign. Most importantly, we would like to thank all Associates who supported the DSC for their help in making this an important Alliance campaign.