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Briefing to the Transportation Planning Board Technical Committee September 7, 2007

Street Smart Pedestrian and Bicycle Safety Campaign: Spring 2007 Campaign, Proposed Actions for FY 2008. Briefing to the Transportation Planning Board Technical Committee September 7, 2007. Item #6. Michael Farrell, TPB Staff. Pedestrian Safety in the Washington Region.

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Briefing to the Transportation Planning Board Technical Committee September 7, 2007

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  1. Street Smart Pedestrian and Bicycle Safety Campaign: Spring 2007 Campaign, Proposed Actions for FY 2008 Briefing to the Transportation Planning Board Technical Committee September 7, 2007 Item #6 Michael Farrell, TPB Staff

  2. Pedestrian Safety in the Washington Region • Pedestrian and bicyclist fatalities in the Washington region, including Charles County averaged 86 per year from 2001-2006 • Pedestrians and bicyclists account for ¼ of all traffic fatalities • Injuries averaged 2,843 per year 2002-2005 • 90 Pedestrians and Bicyclists were killed in 2006

  3. 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

  4. Most Recent Media Campaign:March-April 2007 • Radio for Drivers 450 spots $72,000 • Transit for Pedestrians 117,000 • Transit Shelters 35 • Bus Sides 200 • Interior Cards 500 • Collateral Materials 34,000 • 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 70,000 • Evaluation/Administration 86,000 Total: $428,000

  5. Coordination with Law Enforcement • COG Police Chiefs Committee agreed again at its January 24, 2007 meeting to coordinate law enforcement efforts with the March 2007 campaign, and in future years • Fifteen Law Enforcement agencies distributed 50,000 pedestrian safety hand-outs, many as warnings to motorists or pedestrians • DC Metropolitan Police Department issued 1300 pedestrian and bicycle-related citations as part of the campaign

  6. Evaluation • Pre and post-campaign surveys of 300 area motorists • Recognition of the campaign slogan “Flesh vs. Steel: It’s no Contest” increased from 5% to 14% • Fewer respondents reported having to “swerve to avoid a pedestrian in the last 7 days”, down to 14% from 32% in 2002 • Fewer respondents reported frequently observing motorists failing to yield to pedestrians, down to 52% from 76%

  7. Summary • 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 • Estimated value of free media for FY 2007 was $367,000 • 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

  8. Proposed for FY 2008: A Biannual Effort; Fall 2007 & Spring 2008 • TPB was briefed in May • Suggested that we expand the program • Proposed: Two campaigns • November 2007, around return to Standard Time Nov. 4, use current theme and materials • March 2008, new theme and materials • Needed additional funds for a bi-annual effort • Estimated $600,000 cost for two 2-3 week campaigns • FY 2007 Budget was $428,000 • Sources • Federal funds from Maryland Highway Safety Office, Virginia DMV, DDOT • WMATA pledged $150,000 for FY 2008 • Private sponsorship • Increased TPB member contributions

  9. 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 was $207,800

  10. Funding Status for FY 2008 • Arlington offered to double its contribution for FY 2008 to $20,200, provided others also increase their contributions • Local government funding has increased from $114,700 in FY 2007 to $169,500 for FY 2008 • WMATA will contribute funding for the first time, $150,000 • We are on track to exceed the funding goal of $600,000 needed for a bi-annual campaign

  11. Street Smart Funding, 2003-2008

  12. Local Government Contributions

  13. Outlook & Next Steps • Periodic Rebid for Consultant Support Underway • Fall campaign is on track for November • Further efforts will be made to raise private sector funding • For FY 2009 • TPB may want to increase the suggested per capita contribution to reflect increased funding needs for a biannual campaign • Funds could be requested in December to allow more time

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