The old adage “One Size Fits All” may be true in some instances, but is not always the best approach for public sector communications campaigns that encourage behavior change. Join representatives from the California Office of Traffic Safety, California Department of Transportation, the City of Carlsbad and Prosio Communications as they explain the key similarities and differences between state and municipal communications, and why one agency’s “don’t do this” approach may not work as well as another’s “have you thought of this” angle. Audience age, income levels and personal and social responsibility beliefs, among other things, all factor in to encouraging community participation and action, even when it comes to the same goal: keeping people safe while encouraging them to exhibit shared responsibilities with one another.