Transcript Item #6 Street Smart Pedestrian and Bicycle Safety Campaign: Spring 2007 Campaign, Proposed Actions for FY 2008 Briefing to the Transportation Planning Board Technical.

Item #6
Street Smart Pedestrian and Bicycle Safety
Campaign: Spring 2007 Campaign,
Proposed Actions for FY 2008
Briefing to the Transportation Planning Board Technical Committee
September 7, 2007
Michael Farrell, TPB Staff
Pedestrian Safety in the Washington
Region
• Pedestrian and bicyclist fatalities in the
Washington region, including Charles County
averaged 86 per year from 2001-2006
• Pedestrians and bicyclists account for ¼ of all
traffic fatalities
• Injuries averaged 2,843 per year 2002-2005
• 90 Pedestrians and Bicyclists were killed in 2006
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The “Street Smart” Campaign
• Annual, month-long wave of Radio, Transit, and Internet
advertising designed to change driver and pedestrian
behavior
• Prime target audience is male drivers age 18 to 34
• Supported by federal funds through the states plus local
funds
• All materials ran in English and Spanish
• Five previous waves: October 2002, April 2004, June
2005, March-April 2006, March 18 – April 14, 2007
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Most Recent Media Campaign:
March-April 2007
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•
•
•
•
•
•
•
Radio for Drivers
450 spots
Transit for Pedestrians
– Transit Shelters
35
– Bus Sides
200
– Interior Cards
500
Collateral Materials
– Posters
3,400
– Handouts
60,000
Internet – Young Male Driver
2.4 million impressions
Web Site http://streetsmart.mwcog.org
Public Relations
Campaign Creation/Production
Evaluation/Administration
Total:
$72,000
117,000
34,000
32,000
5,000
12,000
70,000
86,000
$428,000
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Coordination with Law Enforcement
• COG Police Chiefs Committee agreed again at its January
24, 2007 meeting to coordinate law enforcement efforts with
the March 2007 campaign, and in future years
• Fifteen Law Enforcement agencies distributed 50,000
pedestrian safety hand-outs, many as warnings to motorists
or pedestrians
• DC Metropolitan Police Department issued 1300 pedestrian
and bicycle-related citations as part of the campaign
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Evaluation
• Pre and post-campaign surveys of 300 area motorists
– Recognition of the campaign slogan “Flesh vs. Steel: It’s
no Contest” increased from 5% to 14%
– Fewer respondents reported having to “swerve to avoid a
pedestrian in the last 7 days”, down to 14% from 32% in
2002
– Fewer respondents reported frequently observing motorists
failing to yield to pedestrians, down to 52% from 76%
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Summary
• The program is a good value
– Survey results show good levels of campaign awareness, changed
motorist & pedestrian behavior
– Budget has remained roughly the same since 2002, but free public service
spots and press coverage have increased
– Estimated value of free media for FY 2007 was $367,000
• Law enforcement participation has increased
• Two campaigns per year would have more impact than one
• Desirable to have a November campaign due to increase in
pedestrian deaths with return to Standard Time
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Proposed for FY 2008: A Biannual Effort;
Fall 2007 & Spring 2008
• TPB was briefed in May
– Suggested that we expand the program
• Proposed: Two campaigns
– November 2007, around return to Standard Time Nov. 4, use current
theme and materials
– March 2008, new theme and materials
• Needed additional funds for a bi-annual effort
– Estimated $600,000 cost for two 2-3 week campaigns
– FY 2007 Budget was $428,000
• Sources
– Federal funds from Maryland Highway Safety Office, Virginia DMV,
DDOT
– WMATA pledged $150,000 for FY 2008
– Private sponsorship
– Increased TPB member contributions
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TPB Member Funding
for FY 2008
• TPB has requested voluntary annual funding from its local
government member jurisdictions for the campaign
• Suggested level of 5 cents per capita
• 8% of funds retained to cover administrative expenses
• A table of suggested contributions was sent to the members
of the TPB on February 28, 2007, with a cover letter and
an annual report
• Response was requested by July 1st, 2007.
• Total requested local funding was $207,800
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Funding Status for FY 2008
• Arlington offered to double its contribution for FY 2008 to
$20,200, provided others also increase their contributions
• Local government funding has increased from $114,700 in
FY 2007 to $169,500 for FY 2008
• WMATA will contribute funding for the first time,
$150,000
• We are on track to exceed the funding goal of $600,000
needed for a bi-annual campaign
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Street Smart Funding, 2003-2008
As of 8/15/2007
Source
District of Columbia Department of
Transportation *
Average
FY 2003-2005
$100,000
FY 2006
FY 2007
FY 2008 (Oct-07
to Sept-08)
$100,000
$100,000
$100,000
$30,000
$30,000
DC Metropolitan Police
Department*
$25,666
Maryland SHA*
$91,000
$50,000
$100,100
$130,100
Virginia DMV*
$91,666
$100,000
$75,000
$75,000
WMATA
Local Contributions
$150,000
$90,000
$91,300
Private Sponsorship
Grand Total
* Federal pass-through
$113,700
$169,500
$10,000
$398,332
$341,300
$428,800
$654,600
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Local Government Contributions
Source
Average FY
2003-2005
FY2006
FY2007
FY 2008
City of Alexandria
$5,000
$6,800
$6,800
$6,800
Arlington County
$6,666
$10,100
$10,100
$20,200
City of Bowie
Charles County, urbanized area
City of College Park
City of Fairfax
$1,100
City of Falls Church
Fairfax County
$50,000
$500
$500
$52,800
$52,800
$52,800
Frederick County
City of Gaithersburg
$3,100
City of Greenbelt
$500
Loudoun County
City of Manassas
City of Manassas Park
Montgomery County
Prince George's County
$700
$21,666
$10,000
$6,666
$5,000
$700
$40,600
$45,000
$37,100
Prince William County
City of Rockville
$2,900
City of Takoma Park
Total Local
$2,900
$900
$90,000
$91,300
$2,900
$900
$113,700
$169,500
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Outlook & Next Steps
• Periodic Rebid for Consultant Support Underway
• Fall campaign is on track for November
• Further efforts will be made to raise private sector funding
• For FY 2009
– TPB may want to increase the suggested per capita contribution to
reflect increased funding needs for a biannual campaign
– Funds could be requested in December to allow more time
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