Transcript Street Smart Pedestrian and Bicycle Safety Campaign: Goals, Evaluation, and Funding Briefing to the TPB Tech Committee, Friday, March 4th, 2005 Item #6 Michael Farrell.

Street Smart Pedestrian and Bicycle Safety
Campaign: Goals, Evaluation, and Funding
Briefing to the TPB Tech Committee, Friday,
March 4th, 2005
Item #6
Michael Farrell
Background
• At its February meeting, the TPB received a briefing from
COG staff on the status of funding and proposed activities
for the Street Smart Pedestrian and Bicycle Safety
Program. TPB requested:
– the number of pedestrian fatalities versus total traffic
fatalities
– Evaluation results for the 2002 and 2004 Street Smart
campaigns
– Suggested local contributions to the 2006 Street Smart
campaign, at a level of five cents/capita.
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Pedestrian and Bicycle Fatalities
• Of 42,643 traffic fatalities in the United States in 2003,
4,749 were pedestrians
• Nationally pedestrians account 11% of motor vehicle
deaths.
• In the Washington, D.C. metro area, over 2600 pedestrians
and bicyclists are injured every year, and 89 are killed.
• Pedestrians and bicyclists account for nearly a quarter of
those killed on the roads in the Washington region.
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Average Annual Traffic Fatalities in the Washington
Region, 1994-2003
82.7, 22%
6.4, 2%
Pedestrian
Fatalities
Bicycle
Fatalities
278.9, 76%
Other Traffic
Fatalities
Annual Traffic Fatalities: 368
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Annual Traffic Fatalities in the Washington Region,
1994-2003
450
400
Motorized
Traffic
Fatalities
350
Bicycle
Fatalities
300
250
294
326
286
248
258
261
200
318
278
306
Pedestrian
Fatalities
214
150
100
50
5
96
8
4
9
88
83
84
1995
1996
1997
8
6
10
4
4
71
82
85
78
78
82
1998
1999
2000
2001
2002
2003
6
0
1994
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Street Smart: Origins and Rationale
• Three E’s of Safety:
– Engineering,
– Enforcement
– Education
• Street Smart deals with Education, specifically mass
media.
• Economies of scale require a unified regional mass media
campaign
• Goal: to change driver and pedestrian behavior in order to
reduce pedestrian deaths and injuries
• Reaction to an emerging suburban pedestrian safety
problem
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The Campaign
• Launched in October 2002
• Consisted of a one-month wave of radio, Metro and
outdoor transit advertising.
• Prime target: male drivers age 18-34
• Second wave in April, 2004
• Expected multi-year campaign to achieve results
– Anti-drunk driving
– Buckle up
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April 2004 vs. October 2002
April, 2004
• Radio (680 spots) $114,614
• TV (241 spots) $56,500
• Print (12 insertions) $9,556
• Public Relations $10,000
• Collateral Materials $28,000
– Posters (1,500)
– Handouts (100,000)
– Transit Shelters (41)
•
Outdoor Media $96,064
– Busbacks (150)
– Interior Cards (375)
– Transit Shelters (41)
Total: $315,000
October, 2002
• Radio (941 spots) $181,250
• Posters (2,250) $12,700
• Brochures (50,000) $5,000
• Safety Tips Inserts (250,000)
$10,000
• Stickers (10,000) $600
• Outdoor Media $90,250
– Busbacks (65)
– Metro Station Poster Cards (12)
– Bus Cards (350)
– Transit shelters (43)
Total: $300,000
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Street Smart Encourages Coordination with
Law Enforcement
• Enforcement is helpful
– Fear of legal consequences is a motivator that can be
mentioned in ads
– Used effectively in anti-drunk driving, seatbelt
campaigns
– Media pays attention to enforcement drives
• Crosswalk enforcement events were conducted during the
April, 2004 campaign in Montgomery County, Fairfax
County, and Prince George’s County
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Evaluating Street Smart
• Methodolology: Pre- and post-campaign telephone surveys of
randomly selected motorists.
• Results:
– Since 2002, there has been a notable improvement in reported
driver behavior regarding yielding to pedestrians in crosswalks.
– Among target male drivers under 35 years of age, awareness of
police efforts to crackdown on drivers who did not yield to
pedestrians increased 22 points, from 10% to 32% between April
and May 2004
– Overall awareness of campaign messages increased by 8%
– No change in beliefs about likelihood of getting a ticket for failure
to yield to a pedestrian
– No reported improvement in pedestrian behavior
– Drive-time radio was most effective in reaching the target audience
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Challenges for the Future
• Changing behavior requires long, sustained effort
– Anti-drunk driving
– Seatbelt
• Pedestrians are harder to reach than motorists
• More enforcement, and better coordination with
enforcement, would be helpful
• Education is a complement, not a substitute for
Engineering and Enforcement
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Street Smart Funding
• At its February meeting, the TPB asked staff to prepare a table of
suggested contributions
• COG retains 8% of project funds to cover administrative expenses
• Local contributions are needed to meet the matching requirements for
federal money distributed through the States
• Need formal, written mechanism for the region to solicit local
contributions for this program.
• A commitment is needed now for the Spring, 2006 campaign
– January in future years
• Five cents per capita is proportional to the level at which 2005
sponsors are contributing.
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Suggested 2006 Local Contribution, at five cents per capita
2006
2006
Adj. Population
Contribution
1,055,167
$52,800
Montgomery County
811,411
$40,600
Prince George's County
741,218
$37,100
Prince William County
336,820
$16,800
Loudoun County
255,616
$12,800
Frederick County
218,830
$10,900
Arlington County
201,900
$10,100
Alexandria, City of
136,500
$6,800
Charles County, Urbanized Area
74,765
$3,700
Gaithersburg, City of
61,641
$3,100
Rockville, City of
57,619
$2,900
Bowie, City of
55,240
$2,800
Manassas, City of
36,500
$1,800
College Park, City of
26,392
$1,300
Greenbelt, City of
21,340
$1,100
Takoma Park, City of
17,229
$900
Manassas Park
13,225
$700
Falls Church, City of
10,700
$500
4,132,113
$206,700
Jurisdiction
Fairfax County
Total
Projected federal funds from DC, MD,
& VA: $300,000
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