1. Pedestrian Safety Assessments and Observations Comm 509: Health Communication Dissemination Spring 2012

2.  A pedestrian or bicyclist is killed every 4 minutes 1  Individuals aged 18-25 have the highest rates of pedestrian-related injuries and fatalities 2 : –More than 30,000 injuries in 2009 3 –More than 4,000 fatalities in 2009 3 Pedestrian Safety Background 1 Short, J. R., & Pinet-Peralta, L. M. (2010). No accident: Traffic and pedestrians in the modern city. Motilities, 5, 41-59. doi:10.1080/17450100903434998 2 Redmon, T. (2003). Assessing the attitudes and behaviors of pedestrians and drivers in traffic situations. Institute of Transportation Engineers Journal, 73, 26-30. 3 National Highway Traffic Safety Administration (NHTSA). (2009). Traffic safety facts. Retrieved January 25, 2012, from http://www-nrd.nhtsa.dot.gov/Pubs/811394.pdf

3. Save a Life Presented by: Zac Goldman

4.  Speeding is the third leading cause of car crashes 4 –In West Virginia, 356 fatalities were due to speeding in 2009 4 –Nationally, ~13,000 fatalities occur annually 4  Texting while driving increases the chance of a crash by 23 times 4 Save a Life: Background 4 National Highway Traffic Safety Administration (NHTSA). (2009). Traffic safety facts. Retrieved January 25, 2012, from http://www-nrd.nhtsa.dot.gov/Pubs/811394.pdf

5.  Survey (167 participants)  Focus groups (13 participants)  2 individual interviews Save a Life: Methods

6.  Speeding Findings –48% of survey respondents indicated they would speed in the next year –100% of focus group participants stated speeding is common in Morgantown  Texting Findings –Approximately 60% of survey respondents reported they would text while driving in the next year –77% of focus group participants also indicated that they have texted while driving and 62% will continue to do so Save a Life: Formative Research Results

7. Save a Life: Message Did you know? Speeding is a major contributing factor in 31% of all fatal crashes. Save a life. Don’t speed and drive.

8. Please Cross Responsibly Presented by: Rebecca K. DiClemente-Drain

9.  Audience Analysis –200 intercept surveys –3 focus groups (14 participants) –1 individual interview  Message Testing –2 focus groups (9 participants) Please Cross Responsibly: Methods

10. Survey Participants  27% reported they think cell phone use is risky for pedestrians  91% admitted to talking on a cell phone while walking  93% admitted to texting on a cell phone while walking Please Cross Responsibly: Results

11. Focus Group Participants  100% admitted to engaging in distracted walking  100% agreed they were capable of avoiding distracted walking  100% reported they must feel threatened or be personally affected to avoid distracting behaviors Please Cross Responsibly: Results

12. Please Cross Responsibly: Campaign

13. Give Drivers a Hand Presented by: Erik Neville

14.  Intent to cross is difficult to recognize  Intervention in Dartmouth, Nova Scotia –“Increasing Driver Yielding and Pedestrian Signaling with Prompting, Feedback, and Reinforcement” 5 Increased yielding and signaling by 20% Implemented on two dangerous streets Similar size and population as Morgantown Give Drivers a Hand: Background 5 Van Houten, R., Louis Malenfant, J. E., & Rolider, A. (1985). Increasing driver yielding and pedestrian signaling with prompting, feedback, and enforcement. Journal of Applied Behavior Analysis, 18, 103-110

15.  Crosswalk observations (10 hours)  Intercept interviews with pedestrians (99 participants) –Crossing behaviors –Beliefs about safety –Attitude toward signaling –Perceptions of most/least likely to yield Give Drivers a Hand: Data Collection

16.  45% of drivers actually yielded at crosswalks –38% of pedestrians believed drivers typically yield  18% of pedestrians reported being hit  65% reported near misses  77% reported willingness to use a hand signal –75% reported that it would be easy to remember Give Drivers a Hand: Observational Research and Onsite Interview Results

17.  Tagline: Give Drivers a Hand  Pamphlet: 5 Great Reasons to Yield to Pedestrians Give Drivers a Hand: Messages

18.  For more information, please contact: –Save a Life Melissa Ceo, Zac Goldman, Brittany Swope, Anna Wagenhouser –Please Cross Responsibly Nick Coradetti, Rebecca DiClemente, Kaitlyn Gibbons, Jessica Kirk –Give Drivers a Hand Shelly Dusic, Alannah Maxwell, Erik Neville, Melody Thomas –Course Instructor Maria Brann –Maria.Brann@mail.wvu.edu –304.293.3905 Questions and/or Comments