Street Smart Pedestrian and Bicycle Safety Campaign: Spring 2007 Campaign, Proposed Actions for FY 2008 Briefing to the Transportation Planning Board Technical Committee September 7, 2007 Michael Farrell, TPB Staff Item #6

2 Pedestrian Safety in the Washington Region Pedestrian and bicyclist fatalities in the Washington region, including Charles County averaged 86 per year from Pedestrians and bicyclists account for ¼ of all traffic fatalities Injuries averaged 2,843 per year Pedestrians and Bicyclists were killed in 2006

3 The “Street Smart” Campaign Annual, month-long wave of Radio, Transit, and Internet advertising designed to change driver and pedestrian behavior Prime target audience is male drivers age 18 to 34 Supported by federal funds through the states plus local funds All materials ran in English and Spanish Five previous waves: October 2002, April 2004, June 2005, March-April 2006, March 18 – April 14, 2007

4 Most Recent Media Campaign: March-April 2007 Radio for Drivers 450 spots $72,000 Transit for Pedestrians 117,000 –Transit Shelters35 –Bus Sides200 –Interior Cards500 Collateral Materials 34,000 –Posters3,400 –Handouts60,000 Internet – Young Male Driver2.4 million impressions 32,000 Web Site 5,000http://streetsmart.mwcog.org Public Relations 12,000 Campaign Creation/Production 70,000 Evaluation/Administration 86,000 Total:$428,000

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8 Coordination with Law Enforcement COG Police Chiefs Committee agreed again at its January 24, 2007 meeting to coordinate law enforcement efforts with the March 2007 campaign, and in future years Fifteen Law Enforcement agencies distributed 50,000 pedestrian safety hand-outs, many as warnings to motorists or pedestrians DC Metropolitan Police Department issued 1300 pedestrian and bicycle-related citations as part of the campaign

9 Evaluation Pre and post-campaign surveys of 300 area motorists –Recognition of the campaign slogan “Flesh vs. Steel: It’s no Contest” increased from 5% to 14% –Fewer respondents reported having to “swerve to avoid a pedestrian in the last 7 days”, down to 14% from 32% in 2002 –Fewer respondents reported frequently observing motorists failing to yield to pedestrians, down to 52% from 76%

10 Summary The program is a good value –Survey results show good levels of campaign awareness, changed motorist & pedestrian behavior –Budget has remained roughly the same since 2002, but free public service spots and press coverage have increased –Estimated value of free media for FY 2007 was $367,000 Law enforcement participation has increased Two campaigns per year would have more impact than one Desirable to have a November campaign due to increase in pedestrian deaths with return to Standard Time

11 Proposed for FY 2008: A Biannual Effort; Fall 2007 & Spring 2008 TPB was briefed in May –Suggested that we expand the program Proposed: Two campaigns –November 2007, around return to Standard Time Nov. 4, use current theme and materials –March 2008, new theme and materials Needed additional funds for a bi-annual effort –Estimated $600,000 cost for two 2-3 week campaigns –FY 2007 Budget was $428,000 Sources –Federal funds from Maryland Highway Safety Office, Virginia DMV, DDOT –WMATA pledged $150,000 for FY 2008 –Private sponsorship –Increased TPB member contributions

12 TPB Member Funding for FY 2008 TPB has requested voluntary annual funding from its local government member jurisdictions for the campaign Suggested level of 5 cents per capita 8% of funds retained to cover administrative expenses A table of suggested contributions was sent to the members of the TPB on February 28, 2007, with a cover letter and an annual report Response was requested by July 1 st, Total requested local funding was $207,800

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14 Funding Status for FY 2008 Arlington offered to double its contribution for FY 2008 to $20,200, provided others also increase their contributions Local government funding has increased from $114,700 in FY 2007 to $169,500 for FY 2008 WMATA will contribute funding for the first time, $150,000 We are on track to exceed the funding goal of $600,000 needed for a bi-annual campaign

15 Street Smart Funding, As of 8/15/2007 Source Average FY FY 2006FY 2007 FY 2008 (Oct-07 to Sept-08) District of Columbia Department of Transportation *$100,000 DC Metropolitan Police Department*$25,666 $30,000 Maryland SHA*$91,000$50,000$100,100$130,100 Virginia DMV*$91,666$100,000$75,000 WMATA $150,000 Local Contributions$90,000$91,300$113,700$169,500 Private Sponsorship $10,000 Grand Total$398,332$341,300$428,800$654,600 * Federal pass-through

16 Local Government Contributions Source Average FY FY2006FY2007FY 2008 City of Alexandria$5,000$6,800 Arlington County$6,666$10,100 $20,200 City of Bowie Charles County, urbanized area City of College Park City of Fairfax $1,100 City of Falls Church $500 Fairfax County$50,000$52,800 Frederick County City of Gaithersburg $3,100 City of Greenbelt $500 Loudoun County City of Manassas City of Manassas Park $700 Montgomery County$21,666$10,000$40,600$45,000 Prince George's County$6,666$5,000 $37,100 Prince William County City of Rockville $2,900 City of Takoma Park $900 Total Local$90,000$91,300$113,700$169,500

17 Outlook & Next Steps Periodic Rebid for Consultant Support Underway Fall campaign is on track for November Further efforts will be made to raise private sector funding For FY 2009 –TPB may want to increase the suggested per capita contribution to reflect increased funding needs for a biannual campaign –Funds could be requested in December to allow more time