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Street Crossing

Street Crossing. PRAD 392 – Account Planning with Professor Windels September 22, 2011 By Liz Carr + Nick Pinto Brenda McQuade + Alex Richmond & Jamie Torano. Background. Researching for City of Chicago for their 2011-2012 Pedestrian Safety Campaign

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Street Crossing

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  1. Street Crossing PRAD 392 – Account Planning with Professor Windels September 22, 2011 By Liz Carr + Nick Pinto Brenda McQuade + Alex Richmond & Jamie Torano

  2. Background • Researching for City of Chicago for their 2011-2012 Pedestrian Safety Campaign • To reduce vehicle-pedestrian related injuries and fatalities http://www.youtube.com/watch?v=Pt-rCE6LN2g

  3. Objectives • Learn who is most likely to fall victim to a vehicle accident while crossing • This will be accomplished through behavioral observation and analysis

  4. Research Methodology & Location • Group and individual observations (qualitative research) and quantitative research from a recent City of Chicago study • Locations: • Clark & Fullerton 5:30 pm weekday • Madison & State 5 pm weekday • Jackson & State 10 am weekday • Randolph & Michigan 3 pm Saturday • Armitage & Sheffield 3pm weekday

  5. A New City Study Tells Us… • Over 80% of vehicle-pedestrian accidents happen at intersections while pedestrians have the walk signal • “78% of all crashes and 80% of fatal and serious crashes occurred within 125 ft. of the midpoint of an intersection” • Accidents between 2005 and 2009 — 17,487 crashes involving 18,377 pedestrians • Individuals ages 15-18 are most likely to be victims • #1 cause: Drivers failing to yield to pedestrians • City plans for more police enforcement on vehicles to yield to pedestrians: Is it enough? Source:City study: Chicago pedestrians in crosswalks are in cross hairs A new study finds that most people hit by cars in the city are in a crosswalk, Chicago Tribune, August 15, 2011

  6. Sample Size • The five of us observed ~500-600 in areas of Chicago • These types of people observed include: • The Dare Devil • The Putzer • Tourists, “Out-of-Towners” • Runners • The “9-5” Professionals

  7. The Dare Devils • First to beat the crowd when light turns white • Last ones running when flashing red hand signals • Usually alone • Focused on getting from point A to B • Likely to J-Walk

  8. The Putzer • Crosses with a carefree attitude • No rush to be anywhere • Typically carrying something • Unaware of surroundings • Most likely to be robbed or hit by a car

  9. Out-of-Towners • Snap happy tourists seen with camera in hand • Travel in large groups, often with many family members • Not used to crossing the street: focused on their family crossing inside the white lines on time • Photograph tall buildings, sometimes while IN the crosswalk

  10. “In the Zone” Runners • Basically focused on his or her workout • Tries to avoid other pedestrians • Often resumes jogging once the opposing traffic’s light turns yellow or sooner • Impatient when stopped at the crosswalk

  11. The “9-5ers” • The city folk: • No rush to be anywhere • Join forces with another worker to walk home

  12. Conclusions • The group with the highest risk to become a victim of vehicle-pedestrian accident is… The Putzer • These individuals are slow and inattentive to surroundings • The Putzer’s behavior, along with the City of Chicago’s study results suggest that drivers are also unfocused, unaware which may leads to a dangerous situation.

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