The advertising campaign utilizes radio spots to remind residents of key railroad safety tips.
- Besides 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.
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