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Fall 2008 Spring 2009 Review Transportation Planning Board 10/21/2009, Item #12

Transportation Planning Board 10/21/2009, Item #12. Fall 2008 Spring 2009 Review Transportation Planning Board 10/21/2009, Item #12. Average Annual Pedestrian, Bicyclist & Motorized Fatalities in the Washington Region, 1998-2008. Pedestrian & Bicyclist Deaths.

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Fall 2008 Spring 2009 Review Transportation Planning Board 10/21/2009, Item #12

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  1. Transportation Planning Board 10/21/2009, Item #12 Fall 2008 Spring 2009 Review Transportation Planning Board 10/21/2009, Item #12

  2. Average Annual Pedestrian, Bicyclist & Motorized Fatalities in the Washington Region, 1998-2008

  3. Pedestrian & Bicyclist Deaths Sources: 2008 NHTSA State Traffic Safety Information; MSHA Maryland Highway Safety Office; DDOT 2008 Safety Facts, Virginia Department of Motor Vehicles CAP (Centralized Accident Processing) System

  4. Pedestrian & Bicyclist Injuries Sources: 2008 NHTSA State Traffic Safety Information; MSHA Maryland Highway Safety Office; DDOT 2008 Safety Facts, Viriginia Department of Motor Vehicles CAP (Centralized Accident Processing) System

  5. The “Street Smart” Campaign • Concentrated waves of Radio, Transit, and Internet advertising designed to change driver, pedestrian, and cyclist behavior • Supported by concurrent law enforcement • Funded by Federal Funds with voluntary matching contributions from WMATA, TPB Member Governments, since Fall 2002 • Run twice annually since 2007 • Fall and Spring waves • November 2008 and March-April 2009 • FY 2009 budget was $707,000 • Spring 2009 $430,000 • Details at http://streetsmart.mwcog.org

  6. Why have a Media Campaign? • Three E’s of Safety: Engineering, Education, and Enforcement • “Street Smart” Educates through mass media • Drive-time radio reaches drivers while they drive • Transit ad for pedestrians while they walk • Highly publicized law enforcement • Simple messages • A single campaign for a single media market • Street Smart supports and complements other efforts • School-Based Education • Safe Routes to School • Driver Education/Licensing • Design/Build Safe Streets and Communities

  7. Fall 2008 Campaign theme

  8. Spring 2009 Campaign

  9. Hand-Outs

  10. All Materials in English and Spanish

  11. Campaign highlights Fall 2008 Campaign: • 570 radio spots • 16 transit shelters • 500 interior bus cards • 150 bus kings • Internet – in-banner videos thru advertising.com and on wtopnews.com • 525 posters / 82,000 handouts Spring 2009 Campaign: • 1,010 radio spots • 57 transit shelters • 1,024 interior bus cards • 200 bus backs • Internet advertising on wtopnews.com • 4,400 posters / 105,000 handouts Spring 2009 Campaign: • 1,010 radio spots • 57 transit shelters • 1,024 interior bus cards • 200 bus backs • Internet advertising on wtopnews.com • 4,400 posters / 105,000 handouts

  12. added & earned media • Total Added and Earned Media: $284,316 • Earned Media Value (combined total): $100,649 • Campaign launch events earned more than 4.4 million media impressions with 48 broadcast hits at least 14 print/online articles • Added Value (combined total): $183,667 • $63,387 in free radio spots • $109,930 in free outdoor including transit shelters, interior bus cards, bus kings and bus backs • $10,350 in free internet advertising • See the Annual Report for more details

  13. Street Smart Spring 2009 Kick-Off -- dsc01290.jpg First | Previous Picture | Next Picture | Last | Thumbnails Kick-Off Press Event March 25Reeves Center, District of Columbia Speakers: • Patrick Burke, Assistant Chief of Police, DC MPD • Penny Gross, COG Chair • William Euille, Mayor, City of Alexandria • Gabe Klein, Director, DDOT • J. Walter Tejada, Arlington County Board • Tom Didone, Captain, Montgomery County Police Department • Peter Moe, Maryland Highway Safety Office • Eric Gilliland, Executive Director, Washington Area Bicyclist Association

  14. Enforcement 38,961 citations and 4,803 warningswere issued to motorists, pedestrians and cyclists in Alexandria, Fairfax County, Montgomery County and the District of Columbia during the Spring 2009 campaign. * * Actual numbers may be higher. This statistic was based on the actual number of Enforcement Reports received at the conclusion of the campaign.

  15. Spring 2009 Message Awareness 60 47 40 35 33 33 31 31 27 23 13 4 From pre and post-campaign telephone surveys of 300 area motorists

  16. FY 2010 Activities & Funding • Fall Wave - November • Media, Enforcement, Public Relations • Will use existing materials • Press Event November 10th • Spring Wave • March-April 2010 • New Materials to be developed • Budget will be about $650,000 • Local funding support decreased, Federal/State funds increased • Funding commitments sufficient for Fall & Spring campaign waves • In accordance with TPB Resolution R20-2005, letters requesting funds at a level of five cents per capita were sent to TPB members in February 2009, and will be sent again in early 2010

  17. Street Smart Funding, 2002-2009

  18. Local Government Contributions

  19. How can TPB Member Jurisdictions Help? • Financial Support • Matches federal money • State funding agencies see it as a sign of local commitment • We are still accepting voluntary contributions • Technical Support & Advice • Financial contributors serve on the Advisory Group • Shape the messages • Provide information • Concurrent Law Enforcement • Host press event • Distribute/post materials • Carry out their own 3 “E” Safety Programs

  20. Summary • The Campaign leverages earned media valued at nearly half the program budget • The target audience is hearing and remembering the campaign messages • The Campaign supports other safety efforts • Sustained effort is needed

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