Pedestrian Safety Assessments and Observations
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Transcript of Pedestrian Safety Assessments and Observations
Pedestrian Safety Assessments and Observations
Comm 509: Health Communication Dissemination
Spring 2012
A pedestrian or bicyclist is killed every 4 minutes1
Individuals aged 18-25 have the highest rates of pedestrian-related injuries and fatalities2:– More than 30,000 injuries in 20093
– More than 4,000 fatalities in 20093
Pedestrian Safety Background
1Short, J. R., & Pinet-Peralta, L. M. (2010). No accident: Traffic and pedestrians in the modern city. Motilities, 5, 41-59. doi:10.1080/17450100903434998
2Redmon, T. (2003). Assessing the attitudes and behaviors of pedestrians and drivers in traffic situations. Institute of Transportation Engineers Journal, 73, 26-30.
3National Highway Traffic Safety Administration (NHTSA). (2009). Traffic safety facts. Retrieved January 25, 2012, from http://www-nrd.nhtsa.dot.gov/Pubs/811394.pdf
Save a Life
Presented by: Zac Goldman
Speeding is the third leading cause of car crashes4
– In West Virginia, 356 fatalities were due to speeding in 20094
– Nationally, ~13,000 fatalities occur annually4
Texting while driving increases the chance of a crash by 23 times4
Save a Life: Background
4National Highway Traffic Safety Administration (NHTSA). (2009). Traffic safety facts. Retrieved January 25, 2012, from http://www-nrd.nhtsa.dot.gov/Pubs/811394.pdf
Survey (167 participants) Focus groups (13 participants) 2 individual interviews
Save a Life: Methods
Speeding Findings– 48% of survey respondents indicated they would
speed in the next year– 100% of focus group participants stated speeding is
common in Morgantown Texting Findings
– Approximately 60% of survey respondents reported they would text while driving in the next year
– 77% of focus group participants also indicated that they have texted while driving and 62% will continue to do so
Save a Life: Formative Research Results
Save a Life: Message
Did you know?Speeding is a
major contributing
factor in 31% of all fatal crashes.Save a life.
Don’t speed and drive.
Please Cross Responsibly
Presented by: Rebecca K. DiClemente-Drain
Audience Analysis– 200 intercept surveys– 3 focus groups (14 participants)– 1 individual interview
Message Testing– 2 focus groups (9 participants)
Please Cross Responsibly: Methods
Survey Participants 27% reported they think cell phone use is
risky for pedestrians 91% admitted to talking on a cell phone
while walking 93% admitted to texting on a cell phone
while walking
Please Cross Responsibly: Results
Focus Group Participants 100% admitted to engaging in distracted
walking 100% agreed they were capable of
avoiding distracted walking 100% reported they must feel threatened
or be personally affected to avoid distracting behaviors
Please Cross Responsibly: Results
Please Cross Responsibly: Campaign
Give Drivers a Hand
Presented by: Erik Neville
Intent to cross is difficult to recognize Intervention in Dartmouth, Nova Scotia
– “Increasing Driver Yielding and Pedestrian Signaling with Prompting, Feedback, and Reinforcement”5
• Increased yielding and signaling by 20%• Implemented on two dangerous streets• Similar size and population as Morgantown
Give Drivers a Hand: Background
5Van Houten, R., Louis Malenfant, J. E., & Rolider, A. (1985). Increasing driver yielding and pedestrian signaling with prompting, feedback, and enforcement. Journal of Applied Behavior Analysis, 18, 103-110
Crosswalk observations (10 hours) Intercept interviews with pedestrians
(99 participants)– Crossing behaviors– Beliefs about safety– Attitude toward signaling– Perceptions of most/least likely to yield
Give Drivers a Hand: Data Collection
45% of drivers actually yielded at crosswalks– 38% of pedestrians believed drivers typically
yield 18% of pedestrians reported being hit 65% reported near misses 77% reported willingness to use a hand
signal– 75% reported that it would be easy to remember
Give Drivers a Hand: Observational Research and Onsite Interview Results
Tagline: Give Drivers a Hand
Pamphlet: 5 Great Reasons to Yield to Pedestrians
Give Drivers a Hand: Messages
For more information, please contact:– Save a Life
• Melissa Ceo, Zac Goldman, Brittany Swope, Anna Wagenhouser
– Please Cross Responsibly• Nick Coradetti, Rebecca DiClemente, Kaitlyn Gibbons, Jessica Kirk
– Give Drivers a Hand• Shelly Dusic, Alannah Maxwell, Erik Neville, Melody Thomas
– Course Instructor• Maria Brann
– [email protected]– 304.293.3905
Questions and/or Comments