It’s Up to All of Us Native Child and Youth Pedestrian Safety in California

It’s Up to All of Us Tribally Culturally Relevant Pedestrian Safety Messaging Project Conducted by the National Indian Justice Center

About the Project  From June 1 to September 15, 2013, NIJC will engage tribal communities and organizations to develop tribally culturally relevant pedestrian safety messages that may be incorporated into the educational templates contained in CDPH’s Communication for Pedestrian Safety, Risk, Response and Change Workbook /Documents/MasterRiskCommWorkbook.pdf

ActivityDescriptionStatus ASurvey CA tribes and tribal organizations to identify culturally relevant secondary ‐ messages pertaining to children and youth pedestrian safety to be used to tailor “It’s Up to All of Us” educational templates for California tribes and Native people. Survey has been finalized and is circulating via , list serv, mail and onsite events. Due 9/1/2013. BAdapt IUAU educational templates with the secondary messages and produce a “fact sheet” on Native child and youth pedestrian safety in California Fact sheet with national and state AI/AN data has been drafted. Due 9/1/2013. CPromote tribal incorporation of the messages by providing a workshops, TTAP trainings and by distributing the templates and fact sheet using the TTAP website via downloadable PDF files, and via the TTAP newsletter. Presentation materials developed; presentations ongoing. Due 9/15/2013. DProduce and disseminate via the TTAP website and by e- blast, a 5-10 minute PSA podcast promoting awareness of the culturally relevant IUAU messages and methods in which California tribes and other relevant stakeholders can use the templates and fact sheet at the local level. Storyboard drafted. Research and images obtained. Due 9/1/2013. EProduce summary report and invoice for CDPHDue 9/20/2013. Project Activities

Survey to Date SafetyMessage

Survey Responses for Messages  Protecting the future and health of the tribal community by driving safely  Safety is a community effort  Protecting the tribal youth put at risk with unsafe driving  We can make children safer.  Roads are not a playground.  Texting and cell phone calls are a distraction.

Communication for Pedestrian Safety: Risk, Response & Change California Department of Public Health (CDPH) Pedestrian Safety Program (PedSafe)

What is Pedestrian Safety Messaging?  A pedestrian safety message should be a brief statement that raises awareness among pedestrians, drivers and other road users about risks to pedestrian safety and may also encourage behavioral change to reduce those risks.  A pedestrian safety message is effective when the message is relevant to a particular risk, age group, road user and/or easy to remember.  Unlike broad public campaigns, a culturally relevant pedestrian safety message is about you and other pedestrians in your community ! It’s a message that the pedestrian will remember! It’s a message that modifies pedestrian behavior. It’s a message that increases safety and awareness!

Purpose of the Workbook  Communities are recognizing the benefits of building healthier and greener communities. Ones that are accessible through walking and bi king. And as we envision, create and promote these healthier steps, and get more people out walking, we need to ensure that pedestrians remain safe.  This Workbook explores methods to conduct outreach and organize around pedestrian safety issues and prepare and respond to pedestrian crashes in a way that promotes education and change.  Throughout the Workbook, CDPH emphasize how risk communication and communication for change work together to create safer pedestrians environments.  The Workbook is presented in two parts. Part One focuses on changing perceptions and behaviors and provides strategies for building and disseminating community change messages that can create and support pedestrian - friendly environments. Part Two focuses on communication during a pedestrian - involved collision and serves as a guide to help you write and implement a risk communication plan that clearly defines your goals, objectives and actions so that you are prepared to respond to the media and the public in a pedestrian – involved collision.

Purpose of the Workbook  If you are responsible for improving pedestrian safety in your community, this workbook provides tools, strategies and templates for communicating pedestrian safety messages.  The content can be modified to meet the needs and address concerns unique to your community.

How can Tribes use this workbook? Risk Communication Community Norm Change Protecting Pedestrians Media advocacy allows community groups to strategically express their side of an issue in a manner that applies pressure for and promotes social change. It is a process of disseminating information through media communications, especially where the aim is to effect action, change policy, or influence the public's view of an issue. Risk communication focuses on communicating knowledge about hazards and threats, and actions the public can take to minimize them. Risk communication for pedestrian safety is undertaken by skilled subject - matter experts, such as traffic safety engineers, public information officers, law enforcement and others within a variety of public health, transportation and related disciplines. Risk communicators act on behalf of public or private sector entities to inform and help prepare the public for a potential adverse event or outcome. Community norm change is a broader strategy that combines behavioral, legislated and environmental shifts to achieve community wide change. This strategy involves messaging, or “change communication.” With change communication we can: Promote a change in the behavior or belief of individuals, communities and institutions concerning pedestrian safety. Reach specific audiences with relevant pedestrian safety messages. Impact the factors that influence behavior, including physical, environmental, policy or institutional.

Workbook – Part One: Communicating for Change Community Norm Change and Pedestrian Safety Reaching your audience through Messaging Message Development Partner and Stakeholder Communications

Workbook – Part Two: Communication for Pedestrian Safety Risk Communication Overview Media Outreach Spokespersons and Messages Risk Communication Planning and Response

Multi-Prong Approach  To be successful in reducing pedestrian risk, through changing a community’s attitudes and behaviors (social norm change), the approach should include a variety of actions that focus on: 1. Engaging stakeholders/partners to build community buy-in; 2. Improving or changing the physical environment where possible; 3. Educating pedestrians and drivers on safety measures; and 4. Messaging that impacts public attitudes and behaviors.

Messaging Strategy  Who is your audience?  Are you trying to change their behavior?  How can you reach them with your message? Are signs better than social networks?  Is timing of the message important?  See Worksheet on Population and Messaging Characteristics as a template example

Worksheet Templates  Population and Message Characteristics (P. 20)  Pedestrian Safety Message Map (P. 24)  Identifying your Stakeholders (P. 33)  Planning Your Collaboration – A Step Ladder Approach (P. 34)  Template Press Statement (P. 46)  Developing Media Interview Q & As (P. 53)  Developing your Media List (P. 59)  Media Contact Log (P. 63)  Identifying Media Spokesperson(s) (P. 71)  Checklist for your Communication Response (P. 79) Our Focus

Message Map Template  See page 23 – 27 A Message Map identifies a Key Message, which should address the following three elements: What do we know about the problem? What are the Risks associated with this problem Action(s) to be Taken The information gathered to address the elements above may be used to complete the message map.

Message Map Template How or why do we know what we know? Culture is a shared experience and may be of a community, people or even an age group. Three elements

La Jolla Band of Luiseño Indians KEY PEDESTRIAN SAFETY MEASURES  MAIN MESSAGES  These are overarching messages that follow the Message Map construct in the Risk Communication Workbook – What We Know, What’s the Risk, and What Action Should be Taken. These messages align with and support the broader “It’s Up to Us” campaign that is in the early stages of development.  These messages can be further developed with supporting messages so that the La Jolla Tribe has a complete Message Map (a.k.a. Talking Points) that they can draw from in developing specific materials such as fact sheets, flyers, website content and social media messages on Twitter and Facebook.  Too many people have been injured or even killed in pedestrian traffic accidents on the La Jolla Indian Reservation. [What We Know]  We’re all at risk, but children are in greatest danger. [What’s the Risk}  It’s up to all of us – drivers, people on foot, parents, and the whole community - to help protect our people. [Action to be Taken]

La Jolla Band of Luiseño Indians KEY PEDESTRIAN SAFETY MEASURES  SUPPORTING MESSAGES  Message #1 – What We Know  Too many people have been injured or even killed in pedestrian traffic accidents on the La Jolla Indian Reservation.  Roads on the reservation are narrow, and pedestrians use the shoulders as walkways.  Brush hampers visibility on many roads.  There is poor signage, and crosswalks are not marked for pedestrians.  Children don’t have enough space to wait safely at school bus stops.  Message #2 – The Risks  We’re all at risk, but children are in greatest danger.  Children are easily distracted and don’t look carefully for traffic hazards.  Children may be unsupervised while waiting at school bus stops.  Children do not understand and follow safety practices and traffic laws.  Drivers may drive too fast, engage in dangerous behavior like texting while driving, and fail to be alert for pedestrians.

La Jolla Band of Luiseño Indians KEY PEDESTRIAN SAFETY MEASURES  Message #3 -- Action to be Taken  It’s up to all of us – drivers, people on foot, parents, and the whole community - to help protect our people.  It’s Up to Drivers …..  Drivers need to be alert for pedestrians.  Slow down.  Drive responsibly.  Don’t text while driving.  Watch out for pedestrians beside the roadway, crossing the road, and at school bus stops.  It’s Up to Pedestrians….  Pedestrians need to be aware at all times and avoid dangerous behavior.  Stay at the side of narrow roads.  Be alert for traffic from both directions.  Know and obey the traffic laws.  It’s Up to Parents…..  Parents need to make sure children are safe.  Teach children pedestrian safety measures and traffic laws.  Supervise children at dangerous bus turnarounds.  Set a good example.  It’s Up to Tribal Leaders and Every Member of the Community to keep our people safe  The community needs to get actively involved in traffic safety.  Set an example for the rest of the community and model how we take care of one another.  Make pedestrian safety education a priority.  Communicate efforts to the public.