Research commissioned by HRM Contractor: Corporate Research Associates Inc. April 2013

1. Research commissioned by HRM Contractor: Corporate Research Associates Inc. April 2013 HRM Crosswalk Safety Study: Pre + Post Wave Results

2. Methodology • The pre-wave of the survey was administered online to a sample of adult HRM residents during the February 26-March 1, 2013 period. The post-wave of the survey was administered online to a sample of adult HRM residents during the April 5-12, 2013 period. • A total of 602 surveys were completed in the pre-wave. A total of 606 surveys were completed in the post-wave. • Overall ‘Municipality-wide’ results are included in this deck of findings.

3. Overview of Key Survey Results • Despite there being a widespread public belief that crosswalks in HRM are at least generally safe, there nonetheless also is an elevated level of concern about crosswalk safety. Concern about pedestrian safety increased slightly in the post-wave. • Other data ‘fleshes out’ these prevailing perceptions. A strong majority feel safe when using a crosswalk, but only a bare majority say drivers are alert when they drive through crosswalks, and only four-in-ten say pedestrians behave safely when using crosswalks. There were small differences detected in certain measures from pre- to post-wave, in the direction of increasing uneasiness or concern about pedestrian safety. Having said that, certain perceptions of ‘unease’ or concern already were high in the pre-wave. • One-sixth of pedestrians, and fully one-third of drivers, admit that in the past month they have gone through or used a crosswalk while distracted. Accordingly, public concern is clearly well founded, as many identify themselves for ‘blame’ for issues that may arise.

4. Overview of Key Survey Results (continued) • Unaided awareness of recent advertisements or messages regarding pedestrian safety was high in both the pre- and post-waves (56% and 58%, respectively), a testament to the high profile of this issue in HRM at the current time. • Almost two-thirds of residents say they have recently seen or heard at least one of the HRM pedestrian safety campaign ads, a high level of recall. • HRM’s print, TV/YouTube, and audio ads were each seen or heard by approximately one-third of residents. • The HRM pedestrian safety ads were generally effective in terms of having the desired impact on residents. • The ‘distractionskill.ca’ website is not well visited by, or indeed well known to, HRM residents.

5. Overview of Key Survey Results (continued) • Overall, while the ad campaign is found to have performed generally well, there are only modest pre- versus post-survey opinion or attitude differences between those who saw one or more HRM pedestrian safety campaign ads, as compared to those who did not see any campaign ads. • However, as noted, certain perceptions of ‘unease’ or concern already were high in the pre-wave (no doubt owing to the high profile of this issue in HRM at the present time), and thus it might be unrealistic to expect dramatic changes after such a short ad campaign.

6. Frequency of Driving in Areas With Crosswalks Most respondents drive regularly in HRM in areas with marked crosswalks.

7. Frequency of Using a Crosswalk Two-in-three respondents use a crosswalk as a pedestrian at least once a week.

8. Safe to Cross Street Using HRM Crosswalks? Three-in-four respondents believe it is safe to cross a street using a crosswalk in HRM, but only one in twenty-five believe it is extremely safe. There is essentially no difference by wave.

9. Concerned About Crosswalk Safety in HRM? Despite feeling that HRM crosswalks are at least generally safe, 73 percent of pre-wave respondents, and 78% of post-wave respondents, nonetheless are concerned about crosswalk safety in HRM. Residents who recently saw an HRM ad are somewhat more inclined than those who did not, to say they are concerned (80% vs.74%).

10. Perceptions Regarding Pedestrians and Drivers While most feel safe using an HRM crosswalk, only just over one-half believe drivers are alert when driving through such crosswalks, and only four-in-ten maintain that pedestrians are alert when using crosswalks. Quite small ‘directional’ decreases were recorded in these metrics, in the post-wave.

11. Responsible for Safety Crossing the Street? Two-in-three recognize a shared pedestrian/driver responsibility for ensuring safety when crossing a street. Wave over wave, there is essentially no change in this two-in-three statistic.

12. Unmarked as Compared to Marked Crosswalks Residents are notably less confident that pedestrians and vehicles will stop or check to ensure safe passage when using an unmarked as compared to a marked crosswalk. Confidence declined in many respects, in the post-wave. Residents who recently saw an HRM ad are less inclined than those who did not, to be confident that vehicles will stop when they are walking through a marked crosswalk (64% vs. 70%).

13. Personal Behaviour Concerning Crosswalks In the post-wave, there continued to be less recognition that drivers have a responsibility to be alert for pedestrians, when driving through an unmarked crosswalk.

14. Driven Through Crosswalk While Distracted? One-in-three say that in the last month they have driven through a marked or unmarked crosswalk in HRM while distracted or not paying full attention. This measure declined very slightly or ‘directionally’ in the post-wave.

15. Reasons for Distracted While Driving Among those who say they were distracted while driving through an HRM crosswalk in the past month, chief reasons for this behavior include simply looking elsewhere; listening to music; paying attention to other vehicles, not people; daydreaming; or talking to another passenger.

16. Walked Through Crosswalk While Distracted? One-in-six say that in the last month they have walked through a marked or unmarked crosswalk in HRM while distracted or not paying full attention.

17. Distraction Reasons While Walking Through Crosswalk Among those who say they were distracted while walking through an HRM crosswalk in the past month, chief reasons for this behavior include using a cell phone or texting; daydreaming; talking to someone else; and looking elsewhere.

18. Unaided Pedestrian Safety Ad or Message Awareness • Results from both the pre- and post-wave surveys indicate that unaided awareness of pedestrian safety advertising or messaging is high, no doubt reflecting current high profile crosswalk incidents and accidents within the Municipality.

19. Awareness of Pedestrian Safety Ads or Messages It is noteworthy that post-wave results suggest that residents are more aware of the shared responsibility of pedestrians and drivers, in terms of ensuring crosswalk safety.

20. Where Seen, Heard or Read About Pedestrian Safety Television and newspapers are the most frequently mentioned media vehicles for pedestrian safety ads or messaging.

21. Ad Awareness – Television/YouTube Ad In aided recall, results indicate that just over one-in-three residents have seen the recent HRM TV/YouTube ad.

22. Where Saw Television/YouTube Ad - Unaided Residents overwhelmingly recall, unaided, seeing the ad on television. No one mentioned YouTube, in unaided recall.

23. Where Saw Television/YouTube Ad - Aided An aided recall question indicates that the 30 second CTV ad garners the highest recall.

24. Print Advertising Poster Newspaper Bus

25. Ad Awareness - Print Print ad awareness questions concerning the poster, newspaper, and bus board formats aggregate to indicate that 33 percent of residents recall seeing at least one of these three formats.

26. Where Saw Print Ads - Unaided When asked where they recently saw the print ad(s), various newspapers, online sites, and other platforms are identified, unaided.

27. Where Saw Print Ads - Aided When asked in an aided format where they recently saw the print ad(s), Metro newpaper and the Chronicle Herald perform strongest.

28. Ad Awareness - Audio Ad awareness questions concerning the two audio ads aggregate to indicate that 34 percent of residents recall hearing at least one of these two ads.

29. Where Heard Audio Ads - Unaided When asked where they recently heard the audio ads, various radio stations are identified, unaided.

30. Where Heard Audio Ads - Aided When asked in an aided format where they recently heard the audio ads, C100 performs strongest.

31. Total Ad Recall - Aided Almost two-in-three residents saw or heard at least one of the recent HRM pedestrian safety ads (print, TV/YouTube, and/or radio/audio).

32. Who Sponsored Ads - Unaided Unaided, HRM performs very strongly as the sponsor of the pedestrian safety ads.

33. Main Message to Viewers and Listeners - Unaided The ‘shared responsibility’ theme performs well, in unaided recall concerning the main message of the recent ad campaign.

34. Frequency of Seeing/Hearing Ads Most who recall at least one ad in the campaign, recall seeing/hearing one or more of the ads at least a few times.

35. Opinion of Statements The recent HRM pedestrian safety ads perform generally strongly on various desired impact metrics.

36. Opinion of Statements Here again, the ads perform generally well, with relatively few residents saying they are tired of seeing or hearing them.

37. Overall Opinion of Advertising Campaign In terms of overall assessment, more than nine-in-ten of those who recall at least one recent pedestrian safety ad, say they have a favourable opinion of the HRM ad campaign.

38. Reasons for Unfavourable Opinion of Campaign Only 14 respondents offered an unfavourable opinion of the recent campaign, making difficult any generalizations or commentary upon this group.

39. Comments/Suggestions Regarding Campaign No major issues or comments emerged, when those who recently saw or heard at least one HRM pedestrian safety ad were asked for closing comments or suggestions on the campaign.

40. Where Ads Placed Blame for Accidents Most residents who recalled at least one recent pedestrian safety ad, grasped the campaign’s implication that there is shared responsibility for pedestrian accident prevention.

41. Ad Norm Comparison HRM’s recent pedestrian ad campaign performs relatively well vis-à-vis CRA’s ad norm. The position and size of the campaign ‘bubble’ in the top right-hand quadrant indicates the campaign has strong recall and (somewhat) strong message link, as well as low wear-out.

42. Visited ‘distractionskill.ca’ Website? Only 3 percent of residents have visited the ‘distractionskill.ca’ website.

43. Opinion of ‘distractionskill.ca’ Website Given that only 13 residents in the sample visited the ‘distractionskill.ca’ website, commentary or overall opinions of the website from this group is not possible.

44. Opinion of HRM Sponsoring Pedestrian Safety Ads There is very strong public support for HRM sponsoring advertising about pedestrian safety in the Municipality.

45. How to Improve Pedestrian Safety in HRM Residents suggest that pedestrian safety could be enhanced if every crosswalk were lit, marked and more visible. Many also suggest that there should be more fines for drivers as well as pedestrians who are at fault.

46. HRM Crosswalk Safety Study: Pre + Post Wave Results