Media and Seat Belt
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Transcript of Media and Seat Belt
OutlineIntroduction
Feedback Theory based Traffic Safety Campaigns
Masha Wilson, OP Program Manager(DPS-OTS), PushkinKachroo(Ph.D, P.E.), Puneet Lakhanpal(MS, UNLV)
September 28, 2010
Nevada University Transportation Center
Masha Wilson, OP Program Manager(DPS-OTS), Pushkin Kachroo(Ph.D, P.E.), Puneet Lakhanpal(MS, UNLV)Feedback Theory based Traffic Safety Campaigns
OutlineIntroduction
IntroductionTarget: What and Why ?Education in Road SafetyResults of the Seatbelt Survey
Overall Results
Results based on Variables
Feedback Control Design
Masha Wilson, OP Program Manager(DPS-OTS), Pushkin Kachroo(Ph.D, P.E.), Puneet Lakhanpal(MS, UNLV)Feedback Theory based Traffic Safety Campaigns
OutlineIntroduction
Target: What and Why ?Education in Road SafetyResults of the Seatbelt SurveyFeedback Control Design
Target: What and Why ?
◮ Target: Design productive traffic safety campaigns.
Masha Wilson, OP Program Manager(DPS-OTS), Pushkin Kachroo(Ph.D, P.E.), Puneet Lakhanpal(MS, UNLV)Feedback Theory based Traffic Safety Campaigns
OutlineIntroduction
Target: What and Why ?Education in Road SafetyResults of the Seatbelt SurveyFeedback Control Design
Target: What and Why ?
◮ Target: Design productive traffic safety campaigns.
◮ Reason: Blind design of campaigns can producecounter-productive results.
◮ Needed:
Figure: Feedback Control Design
Sensor
Media Campaign
and Education
Design
(Controller)
Drivers and their
Behavior
(System)
Target BehaviorActual Behavior
Measured Behavior
Difference between
the two
Behaviors
Media
Campaign
Seat Belt data, crash data, traffic data etc.
Masha Wilson, OP Program Manager(DPS-OTS), Pushkin Kachroo(Ph.D, P.E.), Puneet Lakhanpal(MS, UNLV)Feedback Theory based Traffic Safety Campaigns
OutlineIntroduction
Target: What and Why ?Education in Road SafetyResults of the Seatbelt SurveyFeedback Control Design
Road safety education: Driver Education will do it!
◮ Road safety education: Driver Education will do it!
Masha Wilson, OP Program Manager(DPS-OTS), Pushkin Kachroo(Ph.D, P.E.), Puneet Lakhanpal(MS, UNLV)Feedback Theory based Traffic Safety Campaigns
OutlineIntroduction
Target: What and Why ?Education in Road SafetyResults of the Seatbelt SurveyFeedback Control Design
Road safety education: Driver Education will do it!
◮ Road safety education: Driver Education will do it!
◮ Education in Road Safety (article)
Masha Wilson, OP Program Manager(DPS-OTS), Pushkin Kachroo(Ph.D, P.E.), Puneet Lakhanpal(MS, UNLV)Feedback Theory based Traffic Safety Campaigns
OutlineIntroduction
Target: What and Why ?Education in Road SafetyResults of the Seatbelt SurveyFeedback Control Design
Road safety education: Driver Education will do it!
◮ Road safety education: Driver Education will do it!
◮ Education in Road Safety (article)
◮ Education without Proper Modeling has Many Problems
Masha Wilson, OP Program Manager(DPS-OTS), Pushkin Kachroo(Ph.D, P.E.), Puneet Lakhanpal(MS, UNLV)Feedback Theory based Traffic Safety Campaigns
OutlineIntroduction
Target: What and Why ?Education in Road SafetyResults of the Seatbelt SurveyFeedback Control Design
Education without Proper Modeling
◮ Inappropriate foundation for the intervention
Masha Wilson, OP Program Manager(DPS-OTS), Pushkin Kachroo(Ph.D, P.E.), Puneet Lakhanpal(MS, UNLV)Feedback Theory based Traffic Safety Campaigns
OutlineIntroduction
Target: What and Why ?Education in Road SafetyResults of the Seatbelt SurveyFeedback Control Design
Education without Proper Modeling
◮ Inappropriate foundation for the intervention
◮ Information Deficit Model
Masha Wilson, OP Program Manager(DPS-OTS), Pushkin Kachroo(Ph.D, P.E.), Puneet Lakhanpal(MS, UNLV)Feedback Theory based Traffic Safety Campaigns
OutlineIntroduction
Target: What and Why ?Education in Road SafetyResults of the Seatbelt SurveyFeedback Control Design
Education without Proper Modeling
◮ Inappropriate foundation for the intervention
◮ Information Deficit Model
◮ Dosage
Masha Wilson, OP Program Manager(DPS-OTS), Pushkin Kachroo(Ph.D, P.E.), Puneet Lakhanpal(MS, UNLV)Feedback Theory based Traffic Safety Campaigns
OutlineIntroduction
Target: What and Why ?Education in Road SafetyResults of the Seatbelt SurveyFeedback Control Design
Education without Proper Modeling
◮ Inappropriate foundation for the intervention
◮ Information Deficit Model
◮ Dosage
◮ Risk as a Value, Pleasure as a Pleasure
Masha Wilson, OP Program Manager(DPS-OTS), Pushkin Kachroo(Ph.D, P.E.), Puneet Lakhanpal(MS, UNLV)Feedback Theory based Traffic Safety Campaigns
OutlineIntroduction
Target: What and Why ?Education in Road SafetyResults of the Seatbelt SurveyFeedback Control Design
Education without Proper Modeling
◮ Inappropriate foundation for the intervention
◮ Information Deficit Model
◮ Dosage
◮ Risk as a Value, Pleasure as a Pleasure
◮ Social Norms
Masha Wilson, OP Program Manager(DPS-OTS), Pushkin Kachroo(Ph.D, P.E.), Puneet Lakhanpal(MS, UNLV)Feedback Theory based Traffic Safety Campaigns
OutlineIntroduction
Target: What and Why ?Education in Road SafetyResults of the Seatbelt SurveyFeedback Control Design
Education without Proper Modeling...contd.
◮ The Economic Climate
Masha Wilson, OP Program Manager(DPS-OTS), Pushkin Kachroo(Ph.D, P.E.), Puneet Lakhanpal(MS, UNLV)Feedback Theory based Traffic Safety Campaigns
OutlineIntroduction
Target: What and Why ?Education in Road SafetyResults of the Seatbelt SurveyFeedback Control Design
Education without Proper Modeling...contd.
◮ The Economic Climate
◮ Technical Issues
Masha Wilson, OP Program Manager(DPS-OTS), Pushkin Kachroo(Ph.D, P.E.), Puneet Lakhanpal(MS, UNLV)Feedback Theory based Traffic Safety Campaigns
OutlineIntroduction
Target: What and Why ?Education in Road SafetyResults of the Seatbelt SurveyFeedback Control Design
Education without Proper Modeling...contd.
◮ The Economic Climate
◮ Technical Issues
◮ Effect Size and Presentation
Masha Wilson, OP Program Manager(DPS-OTS), Pushkin Kachroo(Ph.D, P.E.), Puneet Lakhanpal(MS, UNLV)Feedback Theory based Traffic Safety Campaigns
OutlineIntroduction
Target: What and Why ?Education in Road SafetyResults of the Seatbelt SurveyFeedback Control Design
Education without Proper Modeling...contd.
◮ The Economic Climate
◮ Technical Issues
◮ Effect Size and Presentation
◮ The Challenge
Masha Wilson, OP Program Manager(DPS-OTS), Pushkin Kachroo(Ph.D, P.E.), Puneet Lakhanpal(MS, UNLV)Feedback Theory based Traffic Safety Campaigns
OutlineIntroduction
Target: What and Why ?Education in Road SafetyResults of the Seatbelt SurveyFeedback Control Design
Overall Results
◮ Statewide Seatbelt Average based on AVMT - 93.16%
Masha Wilson, OP Program Manager(DPS-OTS), Pushkin Kachroo(Ph.D, P.E.), Puneet Lakhanpal(MS, UNLV)Feedback Theory based Traffic Safety Campaigns
OutlineIntroduction
Target: What and Why ?Education in Road SafetyResults of the Seatbelt SurveyFeedback Control Design
Overall Results
◮ Statewide Seatbelt Average based on AVMT - 93.16%
◮ Total Observations - 11,337 vehicles
Masha Wilson, OP Program Manager(DPS-OTS), Pushkin Kachroo(Ph.D, P.E.), Puneet Lakhanpal(MS, UNLV)Feedback Theory based Traffic Safety Campaigns
OutlineIntroduction
Target: What and Why ?Education in Road SafetyResults of the Seatbelt SurveyFeedback Control Design
Overall Results
◮ Statewide Seatbelt Average based on AVMT - 93.16%
◮ Total Observations - 11,337 vehicles
◮ Vehicle distribution based upon State of Registration -Nevada - 92.06 % (10,437), California - 5.574% (632) , Statesother than Nevada and California - 2.363 % (268).
Masha Wilson, OP Program Manager(DPS-OTS), Pushkin Kachroo(Ph.D, P.E.), Puneet Lakhanpal(MS, UNLV)Feedback Theory based Traffic Safety Campaigns
OutlineIntroduction
Target: What and Why ?Education in Road SafetyResults of the Seatbelt SurveyFeedback Control Design
Results - ‘Gender‘ Variable
◮ Drivers Belted: (Males [92.64%] < Females [95.07%])
*Note: -1 denotes data at that site not available.
Figure: Gender based Seatbelt usage by Drivers (*-1=NA)
Masha Wilson, OP Program Manager(DPS-OTS), Pushkin Kachroo(Ph.D, P.E.), Puneet Lakhanpal(MS, UNLV)Feedback Theory based Traffic Safety Campaigns
OutlineIntroduction
Target: What and Why ?Education in Road SafetyResults of the Seatbelt SurveyFeedback Control Design
Results - ‘Gender‘ Variable
◮ Drivers Belted: (Males [92.64%] < Females [95.07%])◮ Least belted sites
◮ Male Drivers - Sutcliffe Road, between Sutcliffe andPyramid(39 - 68.18%)
◮ Female Drivers - Gowan at Clayton (32 - 79.25%)
*Note: -1 denotes data at that site not available.
Figure: Gender based Seatbelt usage by Drivers (*-1=NA)
Masha Wilson, OP Program Manager(DPS-OTS), Pushkin Kachroo(Ph.D, P.E.), Puneet Lakhanpal(MS, UNLV)Feedback Theory based Traffic Safety Campaigns
OutlineIntroduction
Target: What and Why ?Education in Road SafetyResults of the Seatbelt SurveyFeedback Control Design
Results - ‘Ethnicity‘ Variable
◮ Occupants: (African Americans [90.67%] < Hispanics[90.78%] < Others [93.99%] < Caucasians [94.54%])
Figure: Ethnicity based Seatbelt usage by Front Occupants (*-1=NA)
Masha Wilson, OP Program Manager(DPS-OTS), Pushkin Kachroo(Ph.D, P.E.), Puneet Lakhanpal(MS, UNLV)Feedback Theory based Traffic Safety Campaigns
OutlineIntroduction
Target: What and Why ?Education in Road SafetyResults of the Seatbelt SurveyFeedback Control Design
Results - ‘Ethnicity‘ Variable
◮ Occupants: (African Americans [90.67%] < Hispanics[90.78%] < Others [93.99%] < Caucasians [94.54%])
◮ Least belted sites◮ African Americans - Mill Street at Terminal Way(42 - 66.67%)◮ Hispanics - Sutcliffe Road, between Sutcliffe and Pyramid (39
- 63.64%)
Figure: Ethnicity based Seatbelt usage by Front Occupants (*-1=NA)
Masha Wilson, OP Program Manager(DPS-OTS), Pushkin Kachroo(Ph.D, P.E.), Puneet Lakhanpal(MS, UNLV)Feedback Theory based Traffic Safety Campaigns
OutlineIntroduction
Target: What and Why ?Education in Road SafetyResults of the Seatbelt SurveyFeedback Control Design
Results - ‘Age and Gender‘ Variable
◮ 15-19 [89.20% M, 89.01% F] < Less than 15 [92.86% M,90.91% F] < 20-60 [92.12% M, 95.01%F] < Greater than 60[95.48% M, 98.80% F]
Figure: Age based Seatbelt usage by Front Occupants (*-1=NA)
Masha Wilson, OP Program Manager(DPS-OTS), Pushkin Kachroo(Ph.D, P.E.), Puneet Lakhanpal(MS, UNLV)Feedback Theory based Traffic Safety Campaigns
OutlineIntroduction
Target: What and Why ?Education in Road SafetyResults of the Seatbelt SurveyFeedback Control Design
Results - ‘Age and Gender‘ Variable
◮ 15-19 [89.20% M, 89.01% F] < Less than 15 [92.86% M,90.91% F] < 20-60 [92.12% M, 95.01%F] < Greater than 60[95.48% M, 98.80% F]
◮ Least belted sites◮ 15-19 Males: Adams at Buchanan(31 - 0%)◮ 15-19 Females: Tropicana at Paradise(16 - 50%), Ann Rd at
Decatur(19 - 50%), US-395 BR at 2nd Street(58 - 50%)
Figure: Age based Seatbelt usage by Front Occupants (*-1=NA)
Masha Wilson, OP Program Manager(DPS-OTS), Pushkin Kachroo(Ph.D, P.E.), Puneet Lakhanpal(MS, UNLV)Feedback Theory based Traffic Safety Campaigns
OutlineIntroduction
Target: What and Why ?Education in Road SafetyResults of the Seatbelt SurveyFeedback Control Design
Results - ‘Vehicle Type‘ Variable
◮ Pickup [91.48%] < Sedan/Station Wagon [93.43%] <Van/SUV [95.09%]
Figure: Vehicle Type based Seatbelt usage (*-1=NA)
Masha Wilson, OP Program Manager(DPS-OTS), Pushkin Kachroo(Ph.D, P.E.), Puneet Lakhanpal(MS, UNLV)Feedback Theory based Traffic Safety Campaigns
OutlineIntroduction
Target: What and Why ?Education in Road SafetyResults of the Seatbelt SurveyFeedback Control Design
Results - ‘Vehicle Type‘ Variable
◮ Pickup [91.48%] < Sedan/Station Wagon [93.43%] <Van/SUV [95.09%]
◮ Least belted sites◮ Pickup Occupants: Gowan at Clayton(32 - 66.67%)◮ Pickup Drivers: Gowan at Clayton(32 - 69.44%)
Figure: Vehicle Type based Seatbelt usage (*-1=NA)
Masha Wilson, OP Program Manager(DPS-OTS), Pushkin Kachroo(Ph.D, P.E.), Puneet Lakhanpal(MS, UNLV)Feedback Theory based Traffic Safety Campaigns
OutlineIntroduction
Target: What and Why ?Education in Road SafetyResults of the Seatbelt SurveyFeedback Control Design
Results - ‘Functional Classification of Streets‘ Variable
◮ Occupants In Nevada: Rural Collector [91.48%] < UrbanCollector [92.68%] < Urban Arterial [93.35%] < UrbanInterstate [93.46%] < Rural Interstate [95.46%] < RuralArterial [96.34%]
Figure: Functional Classification based Seatbelt usage
Masha Wilson, OP Program Manager(DPS-OTS), Pushkin Kachroo(Ph.D, P.E.), Puneet Lakhanpal(MS, UNLV)Feedback Theory based Traffic Safety Campaigns
OutlineIntroduction
Target: What and Why ?Education in Road SafetyResults of the Seatbelt SurveyFeedback Control Design
Factors to address seat belt usage using social norm PSA
1. Gender (Nevada Vehicle Registration):◮ Drivers: Male - 92.28%, Female - 94.99%◮ Passengers: Male - 90.96%, Female - 95.56%
Masha Wilson, OP Program Manager(DPS-OTS), Pushkin Kachroo(Ph.D, P.E.), Puneet Lakhanpal(MS, UNLV)Feedback Theory based Traffic Safety Campaigns
OutlineIntroduction
Target: What and Why ?Education in Road SafetyResults of the Seatbelt SurveyFeedback Control Design
Factors to address seat belt usage using social norm PSA
1. Gender (Nevada Vehicle Registration):◮ Drivers: Male - 92.28%, Female - 94.99%◮ Passengers: Male - 90.96%, Female - 95.56%
2. Age and Gender:◮ Males: Least seatbelt usage - 89.20% by Boys (15-19)◮ Females: Least seatbelt usage - 89.01% by Girls (15-19)
Masha Wilson, OP Program Manager(DPS-OTS), Pushkin Kachroo(Ph.D, P.E.), Puneet Lakhanpal(MS, UNLV)Feedback Theory based Traffic Safety Campaigns
OutlineIntroduction
Target: What and Why ?Education in Road SafetyResults of the Seatbelt SurveyFeedback Control Design
Factors to address seat belt usage using social norm PSA
1. Gender (Nevada Vehicle Registration):◮ Drivers: Male - 92.28%, Female - 94.99%◮ Passengers: Male - 90.96%, Female - 95.56%
2. Age and Gender:◮ Males: Least seatbelt usage - 89.20% by Boys (15-19)◮ Females: Least seatbelt usage - 89.01% by Girls (15-19)
3. Vehicle:◮ Least seatbelt usage by occupants: 91.48% in pickup trucks
Masha Wilson, OP Program Manager(DPS-OTS), Pushkin Kachroo(Ph.D, P.E.), Puneet Lakhanpal(MS, UNLV)Feedback Theory based Traffic Safety Campaigns
OutlineIntroduction
Target: What and Why ?Education in Road SafetyResults of the Seatbelt SurveyFeedback Control Design
Factors to address seat belt usage using social norm PSA
1. Gender (Nevada Vehicle Registration):◮ Drivers: Male - 92.28%, Female - 94.99%◮ Passengers: Male - 90.96%, Female - 95.56%
2. Age and Gender:◮ Males: Least seatbelt usage - 89.20% by Boys (15-19)◮ Females: Least seatbelt usage - 89.01% by Girls (15-19)
3. Vehicle:◮ Least seatbelt usage by occupants: 91.48% in pickup trucks
4. Ethnicity:◮ Occupants: Least seatbelt usage - African-Americans
(90.67%, followed closely by Hispanics with 90.78% seatbeltusage)
◮ Drivers: Least seatbelt usage - African-Americans(90.53%belted)
◮ Passengers: Least seatbelt usage - Hispanics (89.67% belted)
Masha Wilson, OP Program Manager(DPS-OTS), Pushkin Kachroo(Ph.D, P.E.), Puneet Lakhanpal(MS, UNLV)Feedback Theory based Traffic Safety Campaigns
OutlineIntroduction
Target: What and Why ?Education in Road SafetyResults of the Seatbelt SurveyFeedback Control Design
Feedback Control
Sensor
Media Campaign
and Education
Design
(Controller)
Drivers and their
Behavior
(System)
Target BehaviorActual Behavior
Measured Behavior
Difference between
the two
Behaviors
Media
Campaign
Seat Belt data, crash data, traffic data etc.
Masha Wilson, OP Program Manager(DPS-OTS), Pushkin Kachroo(Ph.D, P.E.), Puneet Lakhanpal(MS, UNLV)Feedback Theory based Traffic Safety Campaigns
OutlineIntroduction
Target: What and Why ?Education in Road SafetyResults of the Seatbelt SurveyFeedback Control Design
Feedback Control for Campaign Design
◮ Study the Data to identify target areas
Masha Wilson, OP Program Manager(DPS-OTS), Pushkin Kachroo(Ph.D, P.E.), Puneet Lakhanpal(MS, UNLV)Feedback Theory based Traffic Safety Campaigns
OutlineIntroduction
Target: What and Why ?Education in Road SafetyResults of the Seatbelt SurveyFeedback Control Design
Feedback Control for Campaign Design
◮ Study the Data to identify target areas
◮ Study the properties of each media outlet (spatial-temporal)
Masha Wilson, OP Program Manager(DPS-OTS), Pushkin Kachroo(Ph.D, P.E.), Puneet Lakhanpal(MS, UNLV)Feedback Theory based Traffic Safety Campaigns
OutlineIntroduction
Target: What and Why ?Education in Road SafetyResults of the Seatbelt SurveyFeedback Control Design
Feedback Control for Campaign Design
◮ Study the Data to identify target areas
◮ Study the properties of each media outlet (spatial-temporal)
◮ Design Campaigns for education and targetting risky groupswith different plans (stratified plan)
◮ Deploy, then sense (seat-belt study, crash data analysis, trafficanalysis etc. in next cycle), and continue sequentialimprovements
Masha Wilson, OP Program Manager(DPS-OTS), Pushkin Kachroo(Ph.D, P.E.), Puneet Lakhanpal(MS, UNLV)Feedback Theory based Traffic Safety Campaigns
OutlineIntroduction
Target: What and Why ?Education in Road SafetyResults of the Seatbelt SurveyFeedback Control Design
Media and Seat Belt Enforcement in 2010
Figure: Where Nevadans read, saw or heard about Seat Belt LawEnforcement (n = 341)
Masha Wilson, OP Program Manager(DPS-OTS), Pushkin Kachroo(Ph.D, P.E.), Puneet Lakhanpal(MS, UNLV)Feedback Theory based Traffic Safety Campaigns
OutlineIntroduction
Target: What and Why ?Education in Road SafetyResults of the Seatbelt SurveyFeedback Control Design
Actuators: How to choose and design each specific media
campaign
◮ Each media outlet acts as an actuator for the feedback controldesign.
Masha Wilson, OP Program Manager(DPS-OTS), Pushkin Kachroo(Ph.D, P.E.), Puneet Lakhanpal(MS, UNLV)Feedback Theory based Traffic Safety Campaigns
OutlineIntroduction
Target: What and Why ?Education in Road SafetyResults of the Seatbelt SurveyFeedback Control Design
Actuators: How to choose and design each specific media
campaign
◮ Each media outlet acts as an actuator for the feedback controldesign.
◮ The effectiveness and the characteristics of each media haveto be taken into account so that the exact needed deficienciesthat the sensor (seat-belt data collection) has identified, willbe addressed in the campaign.
Masha Wilson, OP Program Manager(DPS-OTS), Pushkin Kachroo(Ph.D, P.E.), Puneet Lakhanpal(MS, UNLV)Feedback Theory based Traffic Safety Campaigns
OutlineIntroduction
Target: What and Why ?Education in Road SafetyResults of the Seatbelt SurveyFeedback Control Design
Summary
◮ Design of the safety campaigns should reflect thestratifications and changes in public behavior.
Masha Wilson, OP Program Manager(DPS-OTS), Pushkin Kachroo(Ph.D, P.E.), Puneet Lakhanpal(MS, UNLV)Feedback Theory based Traffic Safety Campaigns
OutlineIntroduction
Target: What and Why ?Education in Road SafetyResults of the Seatbelt SurveyFeedback Control Design
Summary
◮ Design of the safety campaigns should reflect thestratifications and changes in public behavior.
◮ Feedback control design imperative !
Masha Wilson, OP Program Manager(DPS-OTS), Pushkin Kachroo(Ph.D, P.E.), Puneet Lakhanpal(MS, UNLV)Feedback Theory based Traffic Safety Campaigns