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![Page 1: Data Driven Public Information & Education Campaigns: An Iowa Example by Bob Thompson Program Evaluator Iowa Governor’s Traffic Safety Bureau July 16,](https://reader036.fdocuments.net/reader036/viewer/2022062421/56649db65503460f94aa8a1a/html5/thumbnails/1.jpg)
Data Driven Public Information & Education Campaigns: An Iowa Example
by Bob ThompsonProgram Evaluator
Iowa Governor’s Traffic Safety BureauJuly 16, 2003
International Traffic Records ForumDenver, Colorado
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The Issues
Improving seat belt use
in Iowa - especially
among low use
populations
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• Identifying the problem• Markedly lower (64%) on rural roads (on
secondary roads for 1991 survey vs. 79% on interstates & 69% overall)
• Municipal rate in 1991 also 64% but big difference is:
• Fatality rate on municipal roads 1 per 100 million VMT
• Fatality rate on secondary roads 4 per 100 million VMT (statewide just under 2 per 100 million VMT)
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Why were Iowans so much less likely to buckle up on secondary/rural roads vs. the interstate?
•1991 Attitudinal Survey•Reflected the following:
“I’m not going far,so why bother?”
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• Familiarity breeds contempt• “I’ve driven this road for years
and I’ve never had an accident.”• It’s only local traffic, so everyone
drives carefully• I always wear my seat belt on
trips and on the interstate
In other words,classic decision-making based on myths, half-truths and illusions
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The Solution (or at least part of the solution)
Some good old
fashioned P I &
E
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GoalsA. Dispel myths about the safety of
familiar, local roads close to home
B. Increase public awareness of the relative crash/fatality risk of rural roads and highways vs. the interstate
C. Improve rural belt usage
D. Reduce rural traffic fatalities
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The Campaign
Strong focus on television as the
principal medium (reach the
broadest audience – younger
demographics than newspapers)
supported by complimentary
newspaper campaign, which
featured “slicks” small enough to be
“column fillers”
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• Distribution to 25 television stations with extensive follow-up one-on-one contact between ad agency and local program directors
• Distribution to 350 newspapers
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Timing is everything . . .
• Aired in spring/summer of 1992
• National push for 70% belt use by 1992 was in full swing
• Received at least some air play on all 25 stations while slicks appeared in over 250 newspapers
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The Outcome
• Impact Evaluation – involves university types controlled variables in study, etc. NOT
• who has the money, who has the time?
• Administrative Evaluation – also known as “seat of the pants”
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Administrative Evaluation
• Did A & B happen so A must have had an impact on B
• Bottom Line
•secondary belt use jumped 7 percentage points
•overall belt use up 2 percentage points
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So something worked . .
• Since that time, education has been coupled with a strong rural enforcement via sTEP
• Today secondary (rural) road seat belt use in Iowa is 87% the highest for any road type
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Other Data Driven Iowa PI&E Campaigns
• Alcohol/impaired driving problem
• Young adult drivers, especially males, strongly overrepresented as drinking drivers in fatal crashes
• Men in their 20s represent 8-9% of Iowa’s drivers but 35% of all drinking drivers in fatal crashes
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90% of all drinking drivers in fatal crashes have no previous OWI/DUI convictions
The vast majority of OWI arrests in Iowa (77%) are 1st time offenders
The following PSA was a novel approach to combat drunk driving
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trailers or promos aired in all three
major theater chains generating more
than $1 million in free exposure . . . to
a relatively captive audience which
represents a near perfect
demographic
The PSA was significant for us
because it opened a new door
– free exposure as
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Additional (ultimate) result
• Iowa set an all-time low in alcohol-related fatalities with just 99 in 2002, dipping below 100 for the 1st time
• Reductions in drunk driving fatal crashes for young adult males contributed significantly to this decline
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Speaking of impaired driving
• Here’s “one (last example) for the road”
• Motorcycle safety and helmet use in Iowa
• One of 3 states (IA, IL, CO) with no motorcycle helmet law
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• Received helmet transfer funds in 1995 totaling $1.9 million
• 85-90% of all Iowa motorcycle fatalities are not helmeted
• No legislative success in this are whatsoever
• Hard core group (ABATE) which will never change
• So a “non-traditional” approach in order
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Result or perhaps just case of dumb luck• 43 motorcycle fatalities in 1995• 16 motorcycle fatalities in 1996
Perhaps not a fluke - • 37 fatalities averaged in ’93-’95• 23 fatalities averaged in ’96-’98
Since then, fatalities creeping up with 41 in 2002, so “Biker Bar” re-released
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I hope you have enjoyed this as much as I have
Thanks and have fun at the rest of the Forum