QUEUING CAMPAIGN

Focus and Objectives
This campaign was conceptualized because of the Unit’s concern with the ordered movement of pedestrians in the traffic environment particularly as it relates to movement by public passenger vehicles. The campaign focusing on getting passengers to line up when entering public passenger vehicles was designed and utilized a multi-agency approach that incorporated the Transport Authority, Jamaica Urban Transport Company (JUTC), Jamaica Gasoline Retailers Association (JGRA), the National Road Safety Council (NRSC), the Kiwanis club, Ministry of Education and the Police.

The objectives were:-
• To foster, promote and aid the building of an ideal traffic culture
• To improve child pedestrian safety and well being
• To create a proper social environment for the improved operations of JUTC buses
• To support and improve the monitoring of passengers for the smooth collection of fare
• To enhance the role and function of bus inspectors through the promotion of order
• To eliminate crowding and disorderliness which, provide a haven for illicit activities.

Audience
This campaign targeted commuters on public passenger vehicles and particularly students.

Messages
Messages were created around the tag line “ Join the line, its queuing time” encouraging persons to line up to enter buses for; safety, public order, children and elderly.

Activities and Schedule
Public Service Announcements
Two PSAs were aired on both radio and television from August to September. Posters were developed and initially placed in buses. Queuing Guidelines were developed in brochure form.

Line Up Day
“Line Up Days” were observed in September at the beginning of the new school year. On these days teams made up of persons from the different entities involved, were at eight different locations (bus terminals) in the Half-Way-Tree, Cross Roads and Down Town areas of Kingston encouraging commuters to queue and distributing brochures. Line up days were observed for the entire first week of the new school year, Monday September 2 to Friday September 6, 2002.

Press Advisory
Press advisories were written and distributed to all media houses informing them of the campaign and its various activities.

Outside Broadcast & Interviews
KLAS FM broadcast live from Half Way Tree locations being manned on ‘Line Up Day’. The broadcast included commentaries and interviews. In addition, there were separate interviews on other radio stations leading up to ‘Line Up Day’