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Item #12: Briefing to the Transportation Planning Board May 16, 2007

Street Smart Pedestrian and Bicycle Safety Campaign: Spring 2007 Campaign, Proposed Actions for FY 2008. Item #12: Briefing to the Transportation Planning Board May 16, 2007. Item #12. Michael Farrell, TPB Staff. The “Street Smart” Campaign.

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Item #12: Briefing to the Transportation Planning Board May 16, 2007

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  1. Street Smart Pedestrian and Bicycle Safety Campaign: Spring 2007 Campaign, Proposed Actions for FY 2008 Item #12: Briefing to the Transportation Planning Board May 16, 2007 Item #12 Michael Farrell, TPB Staff

  2. The “Street Smart” Campaign • Annual, month-long wave of Radio, Transit, and Internet advertising designed to change driver and pedestrian behavior • Prime target audience is male drivers age 18 to 34 • Supported by federal funds through the states plus local funds • All materials ran in English and Spanish • Five previous waves: October 2002, April 2004, June 2005, March-April 2006, March 18 – April 14 2007 • Kick-off press event took place March 20 at Thomas Circle

  3. Most Recent (FY 2007) Media Campaign:March-April 2007 • Radio for Drivers (targeted stations) 600 spots $72,000 • Transit for Pedestrians (targeted locations) 117,000 • Transit Shelters 35 • Bus Sides 200 • Interior Cards 500 • Collateral Materials 24,000 • Posters 3,400 • Handouts 60,000 • Internet – Young Male Driver 2.4 million impressions 32,000 • Web Site http://streetsmart.mwcog.org 5,000 • Public Relations 12,000 • Campaign Creation/Production 92,000 • Evaluation/Administration 46,000 Total: $400,000

  4. Coordination with Law Enforcement • COG Police Chiefs Committee agreed at its January 24, 2006 meeting to coordinate law enforcement efforts with the Spring 2007 campaign • Fifteen Law Enforcement agencies are distributing 50,000 pedestrian safety hand-outs, many as warnings to motorists or pedestrians • Agencies will be polled after the event to determine the number of pedestrian-related citations and warnings issued during the campaign period.

  5. Proposed for FY 2008: A Biannual Effort; Fall 2007 & Spring 2008 • TPB members have suggested that we expand the program • Proposed: Two campaigns • November 2007, around return to Standard Time, use current materials • March 2008, new materials • Need additional funds for a bi-annual effort • Estimated $600,000 cost for two 2-3 week campaigns • Current budget is $400,000 • Sources • Federal funds from Maryland Highway Safety Office, Virginia DMV, DDOT • WMATA will provide $150,000 for FY 2008 • Private sponsorship • Increased TPB member contributions

  6. TPB Member Funding for FY 2008 • TPB has requested voluntary annual funding from its local government member jurisdictions for the campaign • Suggested level of 5 cents per capita • 8% of funds retained to cover administrative expenses • A table of suggested contributions was sent to the members of the TPB on February 28, 2007, with a cover letter and an annual report • Response was requested by July 1st, 2007. • Total requested local funding is $207,800

  7. Street Smart Funding History, 2002-2007

  8. TPB Member Government Local Contributions

  9. Funding Status for FY 2008 • Arlington has offered to double its requested amount for FY 2008 to $20,400, provided other s also increase their contributions • Loudoun County has indicated that it will not participate • Other TPB members have not yet provided written responses • Local Funding commitments for Fall 2007 needed by July 2007 * Conditional

  10. Outlook • The program is a good value • Survey results show good levels of campaign awareness, changed motorist & pedestrian behavior • Budget has remained roughly the same since 2002, but free public service spots and press coverage have increased • Law enforcement participation has increased • Two campaigns per year would have more impact than one • Desirable to have a November campaign due to increase in pedestrian deaths with return to Standard Time

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