Feb. 25, 2014
Two strategic communication majors at Flagler College recently presented a social marketing campaign to reduce bicycle and automobile-related crashes to the Jacksonville Transit Authority.
Alyssa Wickham and Brittanie Walko presented the “One Road” campaign to an audience of local leaders including, Nathaniel P. Ford, Sr. (CEO of JTA), Councilman Don Redman and Ivan A. Rodriguez (JTA Government Relations Officer). Also in attendance were Bert Shaw and Mark Atkins from the North Florida Bicycle Club (NFBC).
The One Road campaign is a social marketing campaign that was formed from a partnership between the NFBC and Flagler College. The two-year goal of the One Road campaign is to reduce bicycle and automobile-related crashes in Jacksonville and the surrounding counties of northeast Florida.
“The NFBC was looking for assistance with reducing bicycle deaths and injuries and I was happy that Flagler College could get involved,” said Eric W. Hoffman, associate professor of communication at Flagler College. “I am always looking for ways to incorporate practical projects in my classes and this seemed like a great way for my students to learn how to create a marketing communication campaign and give back to the local community at the same time.”
Students in Dr. Hoffman’s Strategic Communication Campaigns class originally created the One-Road campaign plan in the fall of 2013.
In spring 2014, the new class of students agreed to launch and manage the One Road campaign for the NFBC. Recognizing the importance of this cause, Flagler College was delighted to agree to act as the host institution for the One Road campaign.