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Traffic Safety Culture Laura Schwab-Reese, MA Cori Peek- Asa , PhD, MPH University of Iowa Injury Prevention Research

Traffic Safety Culture Laura Schwab-Reese, MA Cori Peek- Asa , PhD, MPH University of Iowa Injury Prevention Research Center. Lack of consistent definition is a barrier to culture change. Broad Definition:

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Traffic Safety Culture Laura Schwab-Reese, MA Cori Peek- Asa , PhD, MPH University of Iowa Injury Prevention Research

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  1. Traffic Safety Culture Laura Schwab-Reese, MA Cori Peek-Asa, PhD, MPH University of Iowa Injury Prevention Research Center

  2. Lack of consistent definition is a barrier to culture change. • Broad Definition: • “aspects of the…culture which will impact on attitudes and behavior related to increasing or decreasing risk” • Detailed Definition: • sum of the behaviors, cognitions, and artifacts of the community towards traffic safety and the prioritization of safety at individual, interpersonal,community, and society levels that positively or negatively influences the likelihood of being in a traffic crash Guldenmond, 2000; Schwab-Reese, Peek-Asa, McGehee 2013

  3. Cognition: • -Values • -Beliefs about “normal” behavior • -Expectations for violations of “normal” behavior Traffic Safety Culture Definition Ward, Linkenbach, Keller, & Otto (2010)

  4. Reported acceptability is one way to measure cognition. AAA, 2012

  5. Behaviors: • -Actions that exemplify the culture • -Rituals • -Habitual Behaviors • -Reactive Behaviors Traffic Safety Culture Definition Ward, Linkenbach, Keller, & Otto (2010)

  6. Self-reported behavior is one way to measure behaviors. AAA, 2012

  7. Measuring multiple constructs provides a richer picture of the overall culture. AAA, 2012

  8. Artifacts: • -Symbols, expressions, and tools • -Language • -Laws/Policies Traffic Safety Culture Definition Ward, Linkenbach, Keller, & Otto (2010)

  9. Traffic signs are artifacts of the local culture.

  10. Traffic Safety Culture Frameworks • Theory simplifies and clarifies complex phenomena • Separates irrelevant factors and organizes relevant ones • Predicts how factors relate to each other • Allows prediction based on prior knowledge

  11. Explaining Traffic Safety Culture: Social Ecological Theory Individual Interpersonal Community/Organization Society

  12. Explaining Traffic Safety Culture: Social Ecological Theory

  13. Transforming Traffic Safety Culture • Improvements are made to the existing culture– not creating a new culture • There is not one culture but many cultures. • Transformation is not a simple process • Long-lasting • New elements • Considerable time commitment • Cyclical and repeated Linkenbach, Ward, Otto (2012)

  14. Changing Traffic Safety Culture: Action Framework Individual Interpersonal Community/Organization Society Linkenbach, Ward, Otto (2012)

  15. Changing Traffic Safety Culture: Plan & Advocate • Begin with a strategy session led by a nation leader • Collaborate with neighboring states with sound traffic safety transformation plans • Identify key stakeholders and leaders of the culture transformation efforts

  16. Changing Traffic Safety Culture: Assess Culture • Identify a set of standard measures to asses Iowa’s current traffic safety culture • Include multiple levels of the socio-ecologic framework

  17. Changing Traffic Safety Culture: Establish Common Frame • Coordinate planning session with key stakeholders • Conduct a series of community engagement activities to gain perspective

  18. Changing Traffic Safety Culture: Develop, Pilot-Test, Implement, & Evaluate • Develop a strategic plan and portfolio of strategies • Pilot test strategies with key stakeholders • Implement strategies • Evaluate the effectiveness of the strategies • Assess the ongoing needs

  19. References AAA Foundation. (2013). 2012 Traffic Safety Culture Index. Washington, DC: AAA Foundation. Retrieved from: https://www.aaafoundation.org/sites/default/files/2012TrafficSafetyCultureIndex.pdf. Guldenmund, F.W. (2000). The nature of safety culture: A review of theory and research. Safety Science, 34(3), 215-57. Linkenbach, J., Ward, N., & Otto, J. (2012). An Action Framework for Transforming TrafficSafety Culture. Retrieved from: http://www.westerntransportationinstitute.org/documents/centers/culture/ACTION_Framework_for_Traffic_Safety_Culture_v5_2012-12-31.pdf Schwab Reese, LM., Peek-Asa, C., & McGehee, D. (2013). Traffic Safety Culture: The Public Health Perspective. Report to the Iowa Department of Transportation. Injury Prevention Research Center, University of Iowa. Ward, N.J., Linkenbach, J., Keller, S.N., & Otto, J. (2010) White Paper on Traffic SafetyCulture. Retrieved from: http://www.westerntransportationinstitute.org/documents/reports/4W3048_Final_Report.pdf.

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