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Pro Walk /Pro Bike Conference Madison, WI September, 2006

Pro Walk /Pro Bike Conference Madison, WI September, 2006. Share The Road For A Healthy Maine. www.BikeMaine.org. National Strategies for Advancing Bicycle Safety. Motorists will share the road Bicyclists will ride safely Bicyclists will wear helmets

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Pro Walk /Pro Bike Conference Madison, WI September, 2006

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  1. Pro Walk /Pro Bike Conference Madison, WI September, 2006 Share The Road For A Healthy Maine www.BikeMaine.org

  2. National Strategies for Advancing Bicycle Safety • Motorists will share the road • Bicyclists will ride safely • Bicyclists will wear helmets • The legal system will support safe bicycling www.BikeMaine.org

  3. Identify current STR campaigns Determine effective means of educating motorists & bicyclists Utilize promotion & marketing strategies to reach specific populations Improve road safety And… www.BikeMaine.org

  4. Project Partners www.BikeMaine.org

  5. Process, Implementation & Lessons Learned Along The Way • Questionnaire • Data collection & synthesis • Message development • Message testing • Comparisons of Pre-test and Post-test • Conclusions from campaign www.BikeMaine.org

  6. Demographics www.BikeMaine.org

  7. The Instrument… www.BikeMaine.org

  8. What we wanted to know • The most watched TV stations • The most listened to radio stations • The most read newspapers • The most utilized community resources • The best time of day to air ads www.BikeMaine.org

  9. What we wanted to know • What do motorists and bicyclists in the four groups know about sharing the road? • What motorist and bicyclist behaviors require the most attention? • Rights and responsibilities? • Demographic information www.BikeMaine.org

  10. Distribution Venues • Bureau of Motor Vehicle offices (2) • AAA education classes • Maine Bureau of Highway Safety education classes • Community centers • Seniors centers • Colleges & universities www.BikeMaine.org

  11. The Incentive… www.BikeMaine.org

  12. Pre-test Results • 33 different TV channels (affiliates & cable) watched • 40 different radio stations listened to • 42 different newspapers read • 38 different towns represented in greater Portland area www.BikeMaine.org

  13. Pre-test Results • All sub-groups indicated same three most watched TV channels • All sub-groups indicated same three most read newspapers • Each sub-group indicated different most listened to radio stations www.BikeMaine.org

  14. Pre-test Results • I use head & tail lights at night • I use hand signals when turning • I wear a bike helmet www.BikeMaine.org

  15. Pre-test Results • Before I open my door, I look for bicyclists • When I make a turn, I yield to approaching bicyclists • I honk at bicyclists when I come near them www.BikeMaine.org

  16. Message Delivery Television (two stations) • One ad for motorists • One ad for bicyclists Radio (six stations, three languages) • Three ads for motorists • Two ads for bicyclists Print - Same ad for three newspapers Web - Web links on two TV stations’ web sites www.BikeMaine.org

  17. Messages 115 television ads 276 radio spots 10 newspaper ads 300,000 web impressions www.BikeMaine.org

  18. The Ads- Radio (Bicyclists 1) www.BikeMaine.org

  19. The Ads- Radio (Motorist 1) www.BikeMaine.org

  20. www.BikeMaine.org

  21. Car Safety Behavior difference from Pre-test to Post-test www.BikeMaine.org

  22. Bike Safety Behavior difference from Pre-test to Post-test www.BikeMaine.org

  23. √ “Have you recently heard or seen anything about Share The Road?” www.BikeMaine.org

  24. √ “If you heard the share the road message, did it change your awareness or behavior as a;” www.BikeMaine.org

  25. Behavioral Change by Sub-group www.BikeMaine.org

  26. Challenges • Distribution and finding populations • New statewide BMV computer system • Focus groups problematic & expensive • Turnover at partner institutions • Adjustments and prioritizing commitments • Communication & timeliness www.BikeMaine.org

  27. The Ads- Video www.BikeMaine.org

  28. Next Steps • Further scrutiny of data • More ways to access respondents • Electronic polling • Statewide campaign • Longer duration for campaign www.BikeMaine.org

  29. Share The Road For A Healthy Maine www.BikeMaine.org

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