Operation Lifesaver, Inc. (OLI) has issued a results report on this year’s observance of Rail Safety Week (Sept. 19-25, 2022), which it said “reached millions of people through events and activities as well as digital media campaigns, social media and other online messaging.”
Rail Safety Week, established in 2017, is held annually throughout North America. It is spearheaded by OLI, Operation Lifesaver Canada and the Mexican Association of Railroads (AMF). Its goal “is to empower the public to make safe choices when driving or walking near railroad tracks and trains,” according to OLI, because “every three hours a person or vehicle is hit by a train in the United States, and more than 50% of vehicle-train collisions occur at crossings with lights and or gates.”
OLI and its partners shared the rail safety message in 2022 through official proclamations, coordinated social media efforts and campaigns, and community events—from the 302 law enforcement, first responder agencies, and individuals in 36 states participating in Operation Clear Track on Sept. 19, to the many organizations and individuals wearing red on Sept. 23, #RedOutForRailSafety Day. OLI also urged people to take and share its Rail Safety Pledge for adults and kids. These combined efforts resulted in increased social media impressions, news stories and media coverage value, raising awareness, the group reported (see chart below).
“Our terrific Board of Directors, state Operation Lifesaver programs, federal government and safety partners across the U.S. shared our Rail Safety Week campaigns and messaging, generating 8.8 million social media impressions as well as 107,000 website hits,” OLI Executive Director Rachel Maleh said. “OLI’s Rail Safety Week digital national and state campaigns on social media channels and via streaming devices, made possible through grant funding from the Federal Railroad Administration, Federal Highway Administration and Federal Transit Administration, resulted in 11.4 million additional impressions throughout the U.S.
“We are encouraged by these results and urge everyone to share the rail safety message throughout the year and save the date for next year’s Rail Safety Week, September 18-24, 2023. Together, we can #STOPTrackTragedies.”
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