WEST HOLLYWOOD — The Los Angeles Chapter of the Public Relations Society of America has recognized the city with a Prism Award of Excellence in the category of public education for its innovative approach to raising awareness about pedestrian safety.
More than 400 people attended the awards dinner, representing Los Angeles-area public relations agencies, corporations, nonprofits and government organizations.
In October 2014, the city launched a comprehensive pedestrian safety campaign aimed at encouraging drivers and walkers to pay more attention to crosswalks and to devote less time to digital distractions, such as text messages, emails and social media. The campaign included a catchy music video, “Alice in WeHoLand,” as a public service announcement that was released on YouTube and linked to the city’s website.
The video was conceived by Todrick Hall, a singer, actor, director, choreographer and dancer.
To date, the video has received more than 1.3 million views.
The dance-filled video offers viewers a colorful twist on “Alice’s Adventures in Wonderland” set to new pedestrian safety lyrics, written by Hall, about curbing smartphone use and walking and driving safely. The video features a cast of characters including drag queens, gym bunnies, models, go-go boys and fierce dancers who perform a pulsating choreographed routine in West Hollywood’s iconic Rainbow Crosswalks, as well as other recognizable locations in the city.
Last March, the city followed up on the video with a series of sidewalk-art illustrations. The three-dimensional artworks featured characters from the video, with five unique images painted on sidewalks along Santa Monica Boulevard between San Vicente and La Cienega boulevards.
Each message featured a speech bubble urging walkers to pay more attention to crosswalks and to devote less time to digital distractions. When viewed at a specific angle, the images appear three dimensional and pedestrians can jump in and become part of the art for photos and selfies.
The campaign also included a comprehensive outdoor media campaign with transit-shelter ads located throughout the city and large electronic and traditional billboards on Santa Monica Boulevard, the Sunset Strip, and key gateway locations for West Hollywood.
In 2014, the city received a Prism award of excellence in the category of new product service launch for the city’s launch for The PickUp, the city’s free night ride service.