LA SAFE, the service authority for freeway emergencies in Los Angeles County, parterned with the Orange County Transportation Authority (OCTA) to develop a phone and web-based commuter assistance program. The service, commonly known as "511" (the phone number dialed to access the service), is branded as "GO511" in the Los Angeles and Orange Counties. (In the Inland Empire region of the South Coast District, 511 service is branded as "IE511", i.e., "Inland Empire 511".
The Go511 Marketing and Outreach campaign commenced in June, 2010 and incorporated multiple advertising and outreach media, including billboards (43 total), radio and television traffic report sponsorships (265 radio spots per week; 15 TV spots per week), use of Caltrans changable message signs on freeways, and bus stop posters (182 total). The radio and TV spots were :10 and :15 second live-read spots immediately following traffic reports. In addition, online advertising was performed on several popular websites.
The overall goal of the GO511 Outreach and Marketing Campaign was to educate commuters within Los Angeles and Orange Counties regarding the availability and features of the 511 commuter assistance program.
511 commuter services are now available throughout the entire South Coast Air District. Commutes in Los Angeles and Orange counties primarily use GO511; commuters in the Inland Empire primarily use IE511. 511 service is also available in San Diego County.
The result of the pre-and post launch surveys suggest that awareness of the availability of 511 commuter services improved from an awareness level of approximately 19% to an awareness level of approximately 47%.
The MSRC-sponsored marketing and advertising was completed as of May 2011. Pre and post-511 launch surveys were conducted to quantify the increase in 511 awareness resulting from the marketing campaign. 400 people were interviewed by telephone using random digit dialing both before and after the launch; the sample included approximately 300 motorists who drive at least 10 miles per day, 50 carpoolers/ridesharers who carpool at least three days per week, and 50 public transit users.