Ensuring everyone benefits from safer roads and faster commutes

Overview

Ensuring everyone benefits from safer roads and faster commutes.

Where do safer roads rank in the minds of Placer County residents? This question was a concern for the Placer County Transportation Planning Agency (PCTPA).

With a goal to bring in additional funding for priority traffic projects, PCTPA needed residents to understand the need for local road projects to help alleviate regional traffic congestion, as well as to actively support the organization's efforts to make these projects a reality. However, at the end of 2022, "traffic congestion" was coming in at number 11 of top concerns for residents in the area.

Approach

3fold knew, to generate the level of support PCTPA was seeking, our approach had to focus on three priorities relating to elevating ‘traffic congestion’ as a top-of-mind issue for residents:

Make it personal.
Make it relevant.
Make it a priority.

Most importantly, we needed to understand how other existing safety, environmental, housing affordability, and cost-of-living concerns were affecting people’s behaviors and decisions. Essentially, we needed to remind people that ‘traffic congestion’ issues were personal, costing residents time, money, and lifestyle benefits.

18%+

In 2023, 18% more Placer County residents prioritized traffic issues than in 2022.

Overview