Richard J. Miller, MDCC ChairAAA MichiganCommunity Safety Services

“Partnership Building”

A little history on the MDCC

Michigan Deer Crash Coalition Michigan Deer Crash Coalition formed in 1996formed in 1996

By a group of public and private entities concerned about the increasing problem of car-deer crashes in Michigan.

Mission StatementMission Statement

The Michigan Deer Crash Coalition shall promote and implement awareness and education activities for the reduction of vehicle deer crashes and the safety of Michigan motorists.

Organizations currently involved with Organizations currently involved with the Michigan Deer Crash Coalitionthe Michigan Deer Crash Coalition

• AAA Michigan • Insurance Institute of Michigan • Kent County Road Commission• Michigan Association of Chiefs

of Police • Michigan Department of

Natural Resources• Michigan Department of

Transportation• Michigan Farm Bureau• Michigan Secretary of State

• Michigan Sheriff's Association • Michigan State University,

Department of Agriculture & Natural Resources, Extension Office

• Michigan United Conservation Clubs

• Michigan Office of Highway Safety Planning

• Southeast Michigan Council of Governments

• United Parcel Service

Why is a partnership important in addressing vehicle-deer crashes?

• Very low public awareness exists regarding the scope of vehicle-deer crashes.

• There is a significant societal cost involved.• Mitigating the problem is clearly complex and

expensive.• There typically is no one governmental entity

assigned to the problem.

Michigan Traffic Crashes Michigan Traffic Crashes Involving DeerInvolving Deer

About one of seven traffic crashes involve deer

Deer-Vehicle Crash CostsDeer-Vehicle Crash Costs““Average repair cost per vehicle”Average repair cost per vehicle”

$0

$200

$400

$600

$800

$1,000

$1,200

$1,400

$1,600

$1,800

$2,000

19911992

19931994

19951996

19971998

19992000

2001

Contributions by the MDCC

• Public awareness in the form of:– Educational materials provided year-round– Seeking media opportunities at appropriate

times (annual fall press releases & events)

• Provides a forum for any party wishing to get involved – or vent on the problem.

• Facilitation of research dollars to groups seeking to study vehicle-deer crashes.

Other MDCC Efforts

• 2001 - Using MDOT funding, commissioned a telephone survey of 600 motorists in ten high car-deer crash Michigan counties:– Results used to compare against existing

perceptions of the “who, where, when, how and why” of car-deer crashes.

– Used to direct coalition efforts on education and public awareness.

What did we learn?• No surprises in the “who, where, when, how & why” of

car-deer crashes – existing data reflects motorist crash experience.

• A surprise? Unreported car-deer crashes may only add 15-20% to the total for Michigan (since refuted by additional research by MSU).

• Important discovery! Of motorists who have not yet been involved in a car-deer crash, one out of three would either not know what to do or would take the wrong driving action if confronted with an unavoidable deer crash.

• Motorists might be willing to pay a modest amount to reduce the number of car-deer crashes in Michigan.

Other MDCC Efforts?

• 2001-Using MDNR, MSP and AAA Michigan funding, produced a twelve minute video entitled:

“Stay Clear of Deer All Year!”– Used Michigan based experts/authority figures in

the video.– Concentrated on avoiding crashes, but if

unavoidable – the message? Don’t swerve!– 750 copies distributed to Driver Education Schools

throughout Michigan.– To date, over 1,500 copies have been distributed free

of charge, courtesy of AAA

Other MDCC Efforts?

• 2002 - Established a dedicated MDCC website.• 2003 - Deer-crash Radio PSAs developed and

distributed to all Michigan radio stations.• 2004 - Facilitated research projects on vehicle-

deer crashes through Michigan State University.

Other MDCC Efforts?• 2004 - Held the eighth annual fall MDCC Press

Conference on the Michigan state capital steps.• 2005 Updated the MDCC brochure for the

eighth time - copies produced and distributed through MDOT, MDNR, SOS, AAA Michigan and Michigan Resource Center.

• 2005 – Press opportunities offered at Cabela’s and Jay’s Sporting Goods sites in lower and northern Michigan (in lieu of a press conference).

How do you form (and sustain) a partnership like the

Michigan Deer Crash Coalition?• Identify and involve key groups that have a

stake in the problem.• Recognize that that there are competing

interests involved.• Acknowledge that it is unlikely that a clear

solution to the problem exists – but it may be impacted in a positive way.

• Meet regularly to create a sense of commitment and continuity.

• Continually examine and refresh your messaging to the public.

Organizations currently involved with Organizations currently involved with the Michigan Deer Crash Coalitionthe Michigan Deer Crash Coalition

CriticalCritical ImportantImportant• AAA Michigan • Insurance Institute of Michigan • Kent County Road Commission• Michigan Association of Chiefs

of Police • Michigan Department of

Natural Resources• Michigan Department of

Transportation• Michigan Farm Bureau• Michigan Secretary of State

• Michigan Sheriff's Association • Michigan State University,

Department of Agriculture & Natural Resources, Extension Office

• Michigan United Conservation Clubs

• Michigan Office of Highway Safety Planning

• Southeast Michigan Council of Governments

• United Parcel Service

For more information on the Michigan Deer Crash Coalition

Richard J. Miller, Chair, MDCCC/O AAA Michigan, 1 Auto Club DriveDearborn, MI 48126TX: 313-336-1412rjmiller@aaamichigan.com

Or visit our website at:

www.semcog.org/tranplan/trafficsafety/mdcc