Union Pacific to Fresno Pedestrians and Drivers: Always Expect a Train
Roseville, Calif., July 01, 2014
Union Pacific Railroad is launching a multi-media, bilingual public safety campaign aimed at encouraging Fresno, California, pedestrians and drivers to safely use railroad crossings. The advertising campaign utilizes radio spots and billboards to remind residents of key railroad safety tips.
Radio advertisements feature Union Pacific employees engaged in public safety. Their voices remind Fresno pedestrians and drivers to only cross railroad tracks at designated crossings and to "Turn back. Don't walk the track." Linda Pitchford, a 23-year Union Pacific employee and general director-Operating Services covering the Fresno area, urges residents to "always expect a train" and never use railroad tracks as a shortcut.
"Whether you're on foot or driving in a car, this campaign reminds Fresno residents to follow the law by only crossing railroad tracks at designated grade crossings," said Pitchford. "We want to raise public awareness that a train could be using the railroad tracks at any time, and emphasize the importance of making good decisions around railroad tracks by always approaching them with caution."
In addition to Pitchford, employees Mark Fagley, manager in the Transportation Department, and Alfredo Rogriguez, senior special agent in the Union Pacific Police Department, also lent their voices for the radio spots.
Billboards are located on Golden State Drive to the south of Herndon and on Highway 99 just south of Ashlan. One billboard features a graphic of railroad tracks and an arrow circling away from the tracks with the message "Turn back. Don't walk on the track." The other billboard shows a railroad crossing graphic with the message "Cuidado con el Tren," or "Use caution around trains." Nearly 400,000 Fresno-area drivers will view these messages during the next three months.
In addition to the advertising campaign, Union Pacific's Crossing Accident Reduction Education and Safety (UP CARES) initiative promotes pedestrian and driver safety through a variety of outreach channels:
- Grade crossing education and enforcement, during which motorists violating rail crossing signage and laws are educated about the dangers of such actions. Related "positive enforcement" initiatives reward drivers who operate safely at grade crossings.
- Safety trains, hosting local law enforcement, media and public officials and providing them the opportunity to ride in the locomotive cab and see traffic violations from a locomotive engineer's point of view. This also allows Union Pacific to connect with community leaders and help them better understand the railroad's safety focus.
- Communication blitzes, which educate the public via community events, media outreach and paid advertising. Media outreach coincides with safety trains in UP communities.
About Union Pacific
Union Pacific Railroad is the principal operating company of Union Pacific Corporation (NYSE: UNP). One of America's most recognized companies, Union Pacific Railroad connects 23 states in the western two-thirds of the country by rail, providing a critical link in the global supply chain. From 2004-2013, Union Pacific invested approximately $30 billion in its network and operations to support America's transportation infrastructure. The railroad's diversified business mix includes Agricultural Products, Automotive, Chemicals, Coal, Industrial Products and Intermodal. Union Pacific serves many of the fastest-growing U.S. population centers, operates from all major West Coast and Gulf Coast ports to eastern gateways, connects with Canada's rail systems and is the only railroad serving all six major Mexico gateways. Union Pacific provides value to its roughly 10,000 customers by delivering products in a safe, reliable, fuel-efficient and environmentally responsible manner.
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