Briefing to the Safety Work Group April 7, 2005

1. Briefing on the Regional Pedestrian and Bicycle Safety Problem, Results of the Street Smart Program, and a Proposed Request for Local Funding Commitments Briefing to the Safety Work Group April 7, 2005 Michael Farrell

2. Background • At its March meeting, the TPB Technical Committee received a briefing from COG staff on the goals, evaluation, and funding of the Street Smart Pedestrian and Bicycle Safety Program. TPB Tech requested additional information on pedestrian safety in the Washington region, how pedestrian safety can be improved, and a stronger justification for the Street Smart program. • The TPB Tech also suggested that the Police Chiefs Committee be briefed on Pedestrian and Bicycle Safety

3. Pedestrian and Bicycle Safety: Scope of the Problem Nationally and Regionally • Of 42,643 traffic fatalities in the United States in 2003, 4,749 were pedestrians • Nationally pedestrians account for 11% of motor vehicle deaths. Urban areas have higher pedestrian fatality rates than rural areas. • In the Washington, D.C. metro area, over 2600 pedestrians and bicyclists are injured every year, and 89 are killed. • The Washington-Baltimore region ranks 22nd out of the 50 largest metropolitan areas in terms of pedestrian deaths per capita. • Walking is most dangerous in newer, sunbelt cities with large retiree populations, and least dangerous in older, pedestrian-oriented cities. Washington is about in the middle. • Pedestrians and bicyclists account for nearly a quarter of those killed on the roads in the Washington region.

4. Annual Traffic Fatalities: 368

7. The Street Smart Campaign • Launched in October 2002 • Consisted of a one-month wave of radio, Metro and outdoor transit advertising. • Prime target: male drivers age 18-34 • Second wave in April, 2004 • Third wave – June, 2005 • Expected multi-year campaign to achieve results • Anti-drunk driving – 9 years • Buckle up – 5 years

12. October, 2002 Radio (941 spots) $181,250 TV: None Print: None Media Relations: None Collateral Materials: $28,300 Posters (2,250) $12,700 Brochures (50,000) $5,000 Safety Tips Inserts (250,000) $10,000 Stickers (10,000) $600 Outdoor Media $90,250 Busbacks (65) Metro Station Poster Cards (12) Bus Cards (350) Transit shelters (43) Total: $300,000 April, 2004 Radio (680 spots) $114,614 TV (241 spots) $56,500 Print (12 insertions) $9,556 Media Relations $10,000 Collateral Materials $28,000 Posters (1,500) Brochures (100,000) Transit Shelters (41) Stickers: None Outdoor Media $96,064 Busbacks (150) Metro Station Poster Cards: None Bus Cards (375) Transit Shelters (41) Total: $315,000 October 2002 vs. April 2004

13. Why Target Most Resources at Male Drivers aged 18 to 34? • Montgomery County Study shows motorists at fault as often as pedestrians and bicyclists • Even when the pedestrian is at fault, motorist often has some ability to avoid the collision • Male motorists aged 18 to 34 are disproportionately involved in collisions of all types, including collisions with pedestrians. • DDOT found that male drivers account for 73% of collisions with pedestrians or bicyclists in the District of Columbia, and the average age of those drivers was 26.7 years. • Male drivers account for 83% of fatal pedestrian or bicycle collisions in the State of Maryland. • Approximately 60% of pedestrians killed in the Washington region are male. • We can target this demographic cost-effectively, through drive-time radio on selected stations.

14. At Fault Pedestrian Crash Data Montgomery County, 2002

15. At Fault Data for Pedestrian-Involved Crashes • DC data show 45% of pedestrians were either not in the crosswalk, walked from between parked cars, or crossed against a pedestrian signal. • A 2002 Insurance Institute for Highway Safety study implicated driver negligence in 40% of pedestrian collisions in the Washington-Baltimore area. • The following data on fault was available from Maryland jurisdictions:

16. Alcohol-Involved Pedestrian/Bicycle Fatalities • 28% of pedestrians killed in Maryland 1999-2003 were intoxicated. • Drunk drivers account for about 1/3 of all fatal and injury crashes in Maryland. • Alcohol is a serious safety problem for both motorists and pedestrians

17. Getting the Message to Pedestrians and Bicyclists • Pedestrians and bicyclists are more difficult to reach than motorists because they do not typically carry radios. • Transit Advertising • Interior bus cards and transit shelter ads reached transit patrons • High-crash locations were targeted for transit shelter ads • Bus-backs reached motorists and bicyclists • With a major budget increase, we could: • Run a television campaign costing a minimum of $92,000 per week to run, plus $30,000-$50,000 to create. A one-month television campaign would cost nearly half a million. • This is the minimum size television campaign the National Highway Traffic Safety Administration recomends

18. Law Enforcement is Needed to Reinforce the Campaign Message • Fear of legal consequences is a motivator that can be mentioned in ads • Used effectively in anti-drunk driving, seatbelt campaigns • Media pays attention to enforcement stings • Feedback from pedestrian safety staff, the consultant, and law enforcement is that there is very little pedestrian-related enforcement. • DC, Montgomery County, Prince George’s County, and Fairfax County have done some crosswalk stings during the media campaigns.

19. Impacts of Street Smart • Methodolology: Pre- and post-campaign telephone surveys of randomly selected motorists. • Results: • Since 2002, there has been a notable improvement in reported driver behavior regarding yielding to pedestrians in crosswalks. • Among target male drivers under 35 years of age, awareness of police efforts to crackdown on drivers who did not yield to pedestrians increased 22 points, from 10% to 32% between April and May 2004 • Overall awareness of campaign messages increased by 8% • No change in beliefs about likelihood of getting a ticket for failure to yield to a pedestrian • No reported improvement in observed pedestrian behavior • Drive-time radio was most effective in reaching the target audience

20. Conclusions • The Pedestrian and Bicycle Safety Problem • We have a significant pedestrian and bicycle safety problem • The severity is typical of major urban areas • It is region-wide, with the urban and inner suburban counties having a worse problem than the outer counties • Yourng male driver behavior is a significant part of the problem • Mass Media/Behavioral Modification as a Solution • Through drive-time radio, Street Smart has created awareness of its message in its target audience of male drivers aged 18 to 34. • Pedestrians and cyclists are more costly to reach than motorists • Outlook • Mass media/behavioral modification campaigns must be sustained over years, need support from law enforcement, and must be of a minimum scale to have any impact. • The data did not suggest major changes to the program as currently budgeted • Need a formal mechanism to solicit local funding

21. Street Smart Funding History

22. Funding Status FY 2005

23. Proposed Street Smart Funding • Need formal, written mechanism for the region to solicit local contributions for this program. • At its February meeting, the TPB asked staff to prepare a table of suggested contributions • COG retains 8% of project funds to cover administrative expenses • Local contributions are needed to meet the matching requirements for federal money distributed through the States • A commitment is needed now for the Spring, 2006 campaign • January in future years • Five cents per capita is proportional to the level at which 2005 sponsors are contributing. • The following table has been shown to the TPB, and the TPB will be asked to send a letter to its member jurisdictions recomending that they fund the Street Smart program at the suggested level.