Thumbs Up! Share the Road Nova Scotia Campaign

Dr. Ahsan Habib and DalTRAC Team

Niki, Stephen, Justin, Mahmud, Mateja, Kelsey and others

Dalhousie University

Active Transportation Advisory Committee

21/11/13

DalTRAC Share the Road campaign

Project timeline

• Best Practice Review

• Nova Scotia Collision Study

• Community Engagement

• Campaign Development Process

• Campaign Pilot Testing

• Next Steps

Share the Road Project

Began: August 2012

Funding Agencies:

Partners:

Ecology Action Centre, Halifax Regional Municipality, Active Pictou

County, Municipality of the District of Chester, Bicycle NS, Halifax

Cycling Coalition, NS Dept of Health & Wellness, Route Enhancement

Committee of the Aspotogan Peninsula, Doctors Nova Scotia

Best Practice Review

• Seventy “Share the Road” campaigns from around the world

• Audience, approach, messaging, evaluation, etc.

Nova Scotia Collision Study

Collision records, 2007-2011

0

20

40

60

80

100

120

2007 2008 2009 2010 2011

Freq

uen

cy

Year

Trends in Fatality

Collision Study 2007-2011

13000

13500

14000

14500

15000

15500

16000

2007 2008 2009 2010 2011

Freq

uen

cy

Year

Total Collisions by Year

Collision Study 2007-2011

0.00

2.00

4.00

6.00

8.00

10.00

12.00

14.00

0000 -

0059

0100 -

0159

0200 -

0259

0300 -

0350

0400 -

0459

0500 -

0559

0600 -

0659

0700 -

0759

0800 -

0859

0900 -

0969

1000 -

1059

1100 -

1159

1200 -

1259

1300 -

1359

1400 -

1459

1500 -

1559

1600 -

1659

1700 -

1759

1800 -

1859

1900 -

1959

2000 -

2059

2100 -

2159

2200 -

2259

2300 -

2359

Per

cen

t

Time

Time of Day Distribution

All collisions Fatal collisions Bicycle collisions Pedestrian collisions Driver collisions

Collision Study 2007-2011

0

2

4

6

8

10

12

14

16

18

20

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

Perc

ent

Day of week

Day of Week Distribution

2007 2008 2009 2010 2011

Collision Study 2007-2011

Collision Study 2007-2011

Collision Study 2007-2011

Collision Study 2007-2011

44%

23%

8%

6%

5%

4%

4%

4% 2%

Location of Pedestrian collisions in percentage

Marked crosswalk at intersection

In roadway(not in crosswalk or intersection)

At intersection but no marked crosswalk

Non-intersection crosswalk

Sidewalk

Outside trafficway

Roadside

Shoulder

Driveway access crosswalk

Collision Study 2007-2011

15 10 5 0 5 10 15

75+

65-74

55-64

45-54

35-44

25-34

20-24

15-19

5-14

0-4

Unknown

Age

Gro

up

Age and Gender – Bicycle Collisions

Female Male

8 6 4 2 0 2 4 6 8

75+

65-74

55-64

45-54

35-44

25-34

20-24

15-19

5-14

0-4

Unknown

Age

Gro

up

Age and Gender – Pedestrian Collisions

Female Male

Stakeholder Consultation

Stakeholder Consultation (contd.)

Key findings:

1. A Share the Road awareness campaign is

needed in NS

2. A campaign should address all user types

3. Positive messaging is important

4. A campaign should reflect local identity

5. An umbrella approach is required

6. Strong leadership is key to success

7. A campaign should be community-based and

utilize social media

Community Engagement Workshop

• Share Your Idea

Pictou, Chester and HRM

Community Engagement Workshop

• Pictou, Chester and HRM

Community Engagement Workshop

• Key road safety issues

• Poster design

• How to run a campaign

• Slogan Generation –We all belong: Car, Bike, Walker

–Road Rage Goes Both Ways

–Cars and Bikes get us to the same place

–My Taxes Paid for that Road too

–Bikes have rights too

–Care to Share

–One more Bike one less Car – Clear the Air

–The only finger we use is this one: Thumbs up!

– ………..

Thumbs Up Campaign

Campaign Development (1st Design Phase)

Thumbs Up Campaign

Campaign Pilot-testing

• Interactive feedback (final design)

• Community events

• Youth engagement

Campaign Development (contd.)

Campaign Materials (Final Design)

Share the Road Campaign

Campaign Materials

Web-based Campaign

Social media

• Dedicated website

Social Media Campaign

Thumbs Up Campaign

Website

http://www.dal.ca/sites/share-the-road.html

Faceback

https://www.facebook.com/ShareTheRoadNS

Twitter

Share the Road NS @ShareTheRoadNS

Youtube

http://www.youtube.com/watch?v=UHMAmyn-sDg

Looking for Partners

• A larger campaign • Funding partners

o CAA? o HRM? o Municipalities?

• Finding supporters • Facilitating campaign

implementation in municipalities across NS

Next Steps

@sharetheroadns

Join the Movement > >

Share the Road Campaign

THANK YOU

Questions?