Bee Aware: If you see something, say something.The "If You See Something, Say Something" advertising campaign that has been a ubiquitous part of the New York City transit system since after Sept. 11, 2001 has arrived in Westchester, but in a unique Bee-Line bus way that uses humor to send a serious message, County Executive Robert P. Astorino announced in April. 

 

"The bombings in Boston on Monday are a tragic reminder to us that we cannot become casual in efforts to prevent terrorism," Astorino said. "Citizen vigilance is a major part of that. The purpose of this campaign is to raise awareness among riders that if they see a suspicious package that is left unattended, they should notify the driver or call the police."

The $433,000 "Bee-Aware" campaign will include cable TV spots, radio commercials, newspaper ads and advertising on buses and at bus shelters (both in English and Spanish) with the message. It is financed with a $433,000 grant from the U.S. Department of Homeland Security obtained by the county's Department of Public Works and Transportation.

 

 

The Bee-Line System is the second largest bus system in New York State, with close to 330 vehicles in its fleet. Ridership for 2012 was 32.1 million. Average daily weekday ridership is approximately 115,000. Bee-Line operates over 60 bus routes providing local, limited stop and express service within Westchester County and to Putnam County and New York City. There are more than 3,300 bus stops in the system.

"Bee-Line riders are often the first line of defense when it comes to spotting suspicious packages or unusual activity on board buses," Public Safety Commissioner George N. Longworth said. "I urge all those who use the Bee-Line system to alert the driver or call police immediately if they see something that doesn't look right."

The 16-week campaign was developed by Korey Kay & Partners, the original creators of the "If You See Something, Say Something" slogan for the Metropolitan Transportation administration. Korey Kay was selected from seven companies that had responded to the county's RFP ("request for proposals"). The county obtained permission from the MTA to use the "If You See Something, Say Something" message.

Working under the direction of the county, Korey Kay was asked to come up with an advertising campaign that would be specific to Westchester.

Deputy Commissioner Patricia Chemka of DPW/T said: "We are pleased that Korey Kay was able to develop a message that uses the bee theme and is serious at the same time. We think 'Bee-Aware' will effectively convey the importance of public awareness for the Bee-Line System."

Said Allen Kay, CEO, Korey Kay & Partners, "Unfortunately, everyone has to be more vigilant than ever to protect one another's safety. The Bee-Line system is doing all they can to encourage this."

Westchester County has used Department of Homeland Security funds before to enhance security for its bus system. Past funding has gone for cameras at the White Plains and New Rochelle TransCenters, security improvements at the Valhalla storage and maintenance facility and the preparation of a security threat assessment and plan for addressing potential threats to the Bee-Line System.

Components of the current campaign are:

  • Cable spots that will run for 16 weeks on the following stations: News 12, ABC Family, TNT, TBS, USA, BET, VH1, Oxygen, Fox Deportes, Tres and Galavision in English and Spanish
  • Radio spots on stations: WHUD FM (100.7), WFAS FM (103.9), WVIP FM (93.5) WWRP FM (105.1)
  • Newspaper ads in The Journal News TMC Express, 10 ads in English and Spanish
  • Exterior bus ads on 42 buses, English and Spanish ads
  • Bus shelter ads in 36 bus shelters,  English and Spanish ads