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Pedestrian Safety Assessments and Observations

Pedestrian Safety Assessments and Observations. Comm 509: Health Communication Dissemination Spring 2012. Pedestrian Safety Background. A pedestrian or bicyclist is killed every 4 minutes 1

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Pedestrian Safety Assessments and Observations

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  1. Pedestrian Safety Assessments and Observations Comm 509: Health Communication Dissemination Spring 2012

  2. Pedestrian Safety Background • 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 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

  3. Save a Life Presented by: Zac Goldman

  4. Save a Life: Background • 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 4National Highway Traffic Safety Administration (NHTSA). (2009). Traffic safety facts. Retrieved January 25, 2012, from http://www-nrd.nhtsa.dot.gov/Pubs/811394.pdf

  5. Save a Life: Methods • Survey (167 participants) • Focus groups (13 participants) • 2 individual interviews

  6. Save a Life: Formative Research Results • 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

  7. 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.

  8. Please Cross Responsibly Presented by: Rebecca K. DiClemente-Drain

  9. Audience Analysis 200 intercept surveys 3 focus groups (14 participants) 1 individual interview Message Testing 2 focus groups (9 participants) Please Cross Responsibly: Methods

  10. 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

  11. 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

  12. Please Cross Responsibly: Campaign

  13. Give Drivers a Hand Presented by: Erik Neville

  14. Give Drivers a Hand: Background • 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 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

  15. Give Drivers a Hand: Data Collection • 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

  16. Give Drivers a Hand: Observational Research and Onsite Interview Results • 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

  17. Give Drivers a Hand: Messages • Tagline: Give Drivers a Hand • Pamphlet: 5 Great Reasons to Yield to Pedestrians

  18. Questions and/or Comments • 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 • Maria.Brann@mail.wvu.edu • 304.293.3905

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