Mobile Messages: Moving People to Support Transportation

The objective of NCHRP Project 20-24(93)C was to identify and recommend words, messages and themes for use by state departments of transportation (DOTs) in addressing this continuing communications question, “How do we move people to recognize the importance of transportation infrastructure and the need for additional transportation investment?” The research team reviewed existing DOT communications efforts and transportation funding campaigns to identify common transportation messages that have proved both effective and ineffective. They evaluated these messages and identified new ones through eight focus groups in four cities. Finally, they tested potential DOT messages during two dial testing sessions in Washington, D.C. Ultimately, they arrived at actionable recommendations for state DOTs to use when communicating with the public about the importance of transportation and the need to invest more in it. Multiple words, messages and themes emerged from the research as effective at moving people toward supporting additional investment in transportation. The team also found general distrust of government, doubt that additional funding will be used as promised, and strong resistance to typical funding mechanisms such as gas and sales tax increases and tolls. One new idea, the mileage tax, was especially unpopular with registered voters. Their research did not find and they are not suggesting that there is a magic word or message that will convince members of the public to support transportation or a specific transportation initiative. Nor does one-size-fit all. It is important for each transportation agency to conduct its own research at the local level, but this report can provide a helpful foundation and starting point for DOT messaging efforts. The team also recognizes that there are many factors that determine the success or failure of transportation communications and funding initiatives. Political dynamics, leadership advocacy, public outreach effectiveness, agency credibility, and many other variables all play a role. This research was solely focused on identifying effective messages and did not weigh how other factors may or may not contribute to the success of transportation initiatives. Due to the breadth and depth of this research, it is fair to say that the findings represent a significant portion of the American public. Several of the messages were tested and, some are presented here, as stated by members of the focus groups. The words, messages and themes recommended in this report will provide a solid basis for DOT communications efforts.

• Record URL:
  http://onlinepubs.trb.org/onlinepubs/nchrp/docs/NCHRP20-24(93)C_FR.pdf
• Summary URL:
  https://apps.trb.org/cmsfeed/TRBNetProjectDisplay.asp?ProjectID=3677
• Supplemental Notes:
  • This research was sponsored by the American Association of State Highway and Transportation Officials, in cooperation with the Federal Highway Administration, and was conducted in the National Cooperative Highway Research Program, which is administered by the Transportation Research Board of the National Academies.
• Corporate Authors:

  Parsons Brinckerhoff

  30 N LaSalle, Suite 4200
  Chicago, IL  United States  60610

  Heartland Market Research LLC

  11 Smelters Trace Road
  Stafford, VA  United States  22554
• Authors:
  • Peck, Shane
  • Gentry, Lance
• Publication Date: 2015-4

Language

• English

Media Info

• Media Type: Digital/other
• Features: Appendices; Figures; Tables;
• Pagination: 322p

Subject/Index Terms

• TRT Terms: Infrastructure; Investments; Mass communication; Messages (Communications); Transportation
• Subject Areas: Administration and Management; Transportation (General);

Filing Info

• Accession Number: 01672230
• Record Type: Publication
• Report/Paper Numbers: NCHRP Project 20-24, Task 93
• Files: TRIS
• Created Date: Jun 18 2018 4:33PM