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Briefing to the Transportation Planning Board April 15, 2009

Street Smart Pedestrian and Bicycle Safety Campaign: Spring 2009 Activities, and Funding Outlook for FY 2010. Briefing to the Transportation Planning Board April 15, 2009. Item #13. Michael Farrell, TPB Staff mfarrell@mwcog.org 202-962-3760.

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Briefing to the Transportation Planning Board April 15, 2009

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  1. Street Smart Pedestrian and Bicycle Safety Campaign: Spring 2009 Activities, and Funding Outlook for FY 2010 Briefing to the Transportation Planning Board April 15, 2009 Item #13 Michael Farrell, TPB Staff mfarrell@mwcog.org 202-962-3760

  2. Average Annual Pedestrian, Bicyclist, & Motorized Fatalities in the Washington Region, 2003-2007 Total = 411

  3. The “Street Smart” Campaign • Concentrated waves of Radio, Transit, and Internet advertising designed to change driver, pedestrian, and cyclist behavior • Supported by concurrent law enforcement • Funded by Federal Funds with voluntary matching contributions from WMATA, TPB Member Governments • Fall and Spring waves, in November 2008 and March-April 2009 • Total FY 2009 budget is $700,900 • Spring 2009 $430,000 • Details at http://streetsmart.mwcog.org

  4. Street Smart Funding, 2002-2009

  5. Local Government Contributions

  6. Why have a Media Campaign? • Three E’s of Safety: Engineering, Education, and Enforcement • “Street Smart” Educates through mass media • Drive-time radio reaches drivers while they drive • Transit ads for pedestrians while they walk, cyclists while they ride • Highly publicized law enforcement • Simple messages • A single campaign for a single media market • Complements other programs for other aspects of Pedestrian Safety • School-Based Education • Safe Routes to School • Driver Education/Licensing • Design/Build Safe Streets and Communities

  7. Radio Outdoor Earned Media Internet Enforcement Evaluation Transit shelters, bus backs and two sheet Metro posters Coordinated regional enforcement Phone Survey: Attitudes, Beliefs, Behavior, Awareness All Adults 18 - 49 Kick off event and ongoing outreach 25 - 54 Adults SPRING 2009 MEDIA March 23 through April 19 Kick-off event March 25th in DC 10:30 a.m. at Reeves Center Week One Week Two Week Three Week Four

  8. SPRING 2009 MESSAGES Messages produced in English and Spanish Data-driven messaging Radio Transit Shelter Bus Back Bus interior Internet PEDESTRIAN Peds “Wait for walk and use crosswalks” Driver/Ped “Yield to pedestrians when turning and stop for them at crosswalks” BICYCLE Cyclist “Ride with traffic and obey signals, signs and laws” Blast email Driver/Cyclist “Yield to bikes when turning and give them room to ride” BUS Ped/Bus “Cross after the bus leaves the stop and be sure the driver can see you”

  9. Drivers and Pedestrians

  10. Transit and Bikes

  11. BI-LINGUAL

  12. Tips Cards

  13. Crosswalks Cards

  14. Law Enforcement • Enforcement is key • The press loves to report it • Ads get more attention if there is enforcement • Enforcement gets more attention if there are ads • COG Police Chiefs Committee has been briefed regularly • March 10 Pedestrian Enforcement Workshop at COG • New Standard Enforcement reporting form • Safety tips cards Arlington County Police enforcing speeding violations. Photo: ACPD

  15. Street Smart Spring 2009 Kick-Off -- dsc01290.jpg First | Previous Picture | Next Picture | Last | Thumbnails Kick-Off Press Event March 25Reeves Center. District of Columbia Speakers: • Patrick Burke, Assistant Chief of Police, DC MPD • Penny Gross, COG Chair • William Euille, Mayor, City of Alexandria • Gabe Klein, Director, DDOT • J. Walter Tejada, Arlington County Board • Tom Didone, Captain, Montgomery County Police Department • Peter Moe, Maryland Highway Safety Office • Eric Gilliland, Executive Director, Washington Area Bicyclist Association

  16. Street Smart Spring 2009 Kick-Off -- dsc01318.jpg First | Previous Picture | Next Picture | Last | Thumbnails Street Smart Spring 2009 Kick-Off -- dsc01291.jpg First | Previous Picture | Next Picture | Last | Thumbnails Themes:Law Enforcement

  17. Street Smart Spring 2009 Kick-Off -- dsc01329.jpg First | Previous Picture | Next Picture | Last | Thumbnails Safe Bicycling

  18. Remaining Activities in FY 2009 • Evaluation • Before and after survey of 300 motorists • Earned media report • Citations and Warnings Issued by Law Enforcement • 2008 Crash data • Annual Report: September 2009 • Apply for FY 2010 Funds

  19. FY 2010 Local Funds • Letters requesting voluntary contributions from TPB member governments were sent February 18, 2009

  20. Outlook for FY 2010 • Other Funding Sources • Federal safety funds through the States • WMATA • Sponsorship Opportunities • Estimated Budget by September 2009 • Plan activities based on budget, data, and funding agency direction • Anticipated Fall 2009 wave using Spring 2009 ads • New materials for Spring 2010 • If funding is short, the campaign could be cut to once per year

  21. Long-Run Outlook • A Comprehensive Approach to Safety • Street Smart supports but does not replace State and Local pedestrian safety efforts • Without State and Local Efforts, Street Smart will not work • Media without Enforcement is not effective • But Enforcement is more effective when publicized • Sustained Efforts are needed • Drunk Driving, Seatbelt initiatives show that behavior can be changed • But it takes seven to nine years, and it must include enforcement • If efforts lag, then the gains can also diminish • Enforcement is expensive • Automated enforcement may help reduce costs

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