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Pro Walk /Pro Bike Conference Madison, WI September, 2006

Pro Walk /Pro Bike Conference Madison, WI September, 2006. Share The Road For A Healthy Maine. www.BikeMaine.org. National Strategies for Advancing Bicycle Safety. Motorists will share the road Bicyclists will ride safely Bicyclists will wear helmets

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Pro Walk /Pro Bike Conference Madison, WI September, 2006

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  1. Pro Walk /Pro Bike Conference Madison, WI September, 2006 Share The Road For A Healthy Maine www.BikeMaine.org

  2. National Strategies for Advancing Bicycle Safety • Motorists will share the road • Bicyclists will ride safely • Bicyclists will wear helmets • The legal system will support safe bicycling www.BikeMaine.org

  3. Identify current STR campaigns Determine effective means of educating motorists & bicyclists Utilize promotion & marketing strategies to reach specific populations Improve road safety And… www.BikeMaine.org

  4. Project Partners www.BikeMaine.org

  5. Process, Implementation & Lessons Learned Along The Way • Questionnaire • Data collection & synthesis • Message development • Message testing • Comparisons of Pre-test and Post-test • Conclusions from campaign www.BikeMaine.org

  6. Demographics www.BikeMaine.org

  7. The Instrument… www.BikeMaine.org

  8. What we wanted to know • The most watched TV stations • The most listened to radio stations • The most read newspapers • The most utilized community resources • The best time of day to air ads www.BikeMaine.org

  9. What we wanted to know • What do motorists and bicyclists in the four groups know about sharing the road? • What motorist and bicyclist behaviors require the most attention? • Rights and responsibilities? • Demographic information www.BikeMaine.org

  10. Distribution Venues • Bureau of Motor Vehicle offices (2) • AAA education classes • Maine Bureau of Highway Safety education classes • Community centers • Seniors centers • Colleges & universities www.BikeMaine.org

  11. The Incentive… www.BikeMaine.org

  12. Pre-test Results • 33 different TV channels (affiliates & cable) watched • 40 different radio stations listened to • 42 different newspapers read • 38 different towns represented in greater Portland area www.BikeMaine.org

  13. Pre-test Results • All sub-groups indicated same three most watched TV channels • All sub-groups indicated same three most read newspapers • Each sub-group indicated different most listened to radio stations www.BikeMaine.org

  14. Pre-test Results • I use head & tail lights at night • I use hand signals when turning • I wear a bike helmet www.BikeMaine.org

  15. Pre-test Results • Before I open my door, I look for bicyclists • When I make a turn, I yield to approaching bicyclists • I honk at bicyclists when I come near them www.BikeMaine.org

  16. Message Delivery Television (two stations) • One ad for motorists • One ad for bicyclists Radio (six stations, three languages) • Three ads for motorists • Two ads for bicyclists Print - Same ad for three newspapers Web - Web links on two TV stations’ web sites www.BikeMaine.org

  17. Messages 115 television ads 276 radio spots 10 newspaper ads 300,000 web impressions www.BikeMaine.org

  18. The Ads- Radio (Bicyclists 1) www.BikeMaine.org

  19. The Ads- Radio (Motorist 1) www.BikeMaine.org

  20. www.BikeMaine.org

  21. Car Safety Behavior difference from Pre-test to Post-test www.BikeMaine.org

  22. Bike Safety Behavior difference from Pre-test to Post-test www.BikeMaine.org

  23. “Have you recently heard or seen anything about Share The Road?” www.BikeMaine.org

  24. “If you heard the share the road message, did it change your awareness or behavior as a;” www.BikeMaine.org

  25. Behavioral Change by Sub-group www.BikeMaine.org

  26. Challenges • Distribution and finding populations • New statewide BMV computer system • Focus groups problematic & expensive • Turnover at partner institutions • Adjustments and prioritizing commitments • Communication & timeliness www.BikeMaine.org

  27. The Ads- Video www.BikeMaine.org

  28. Next Steps • Further scrutiny of data • More ways to access respondents • Electronic polling • Statewide campaign • Longer duration for campaign www.BikeMaine.org

  29. Share The Road For A Healthy Maine www.BikeMaine.org

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