Numbers showed that train related incidents were on the rise on college campuses. Rather
than traditional college basketball game sponsorships (program ad, stadium signage,
radio coverage etc) we decided to hand out "Miss It" signs to students that they could
hold up when the other team was shooting. On each sign was an important safety message
about "missing" being hit by a train.
The signs ended up returning to games for the entire season, which meant the students
took care of them in their dorms, thus receiving our safety message all day, all
semester (rather than just at a basketball game).