1. Seventh International Symposium Railroad-Highway Grade Crossing Research and Safety Monash University, Melbourne Roger Cameron, Chair Direction 2006 Communications Canada VICTORIA, AUSTRALIA 20-21 FEBRUARY, 2002

2. Objective To reduce the number of highway/railway grade crossing collisions and trespassing incidents on railway property by 50% by year 2006, in partnership with provincial and municipal governments, railway companies and their unions, law enforcement agencies and other safety organizations

3. Key Result Areas Resource Enforcement Research Legislative Education Communication Performance Measurement Outreach

4. Resource KRA Resources approved for: Year 1998 - 1999- 250K Year 2000 - 2001- 500K Year 2001 - 2002 - 625K Year 2002 - 2003 - 625K Plus $1.3 million for Research projects In-kind services from partners estimated at 5 - 1

5. Crossing Results 2001 vs 1996-2000 avg Collisions down 6 % Fatalities up 11% Injuries down 6 % 2001 vs 2000 Collisions up 6% Fatalities up 24 % Injuries up 42 %

6. Trespassing Results 2001 vs 1996-2000 avg Incidents down 17 % Fatalities down 11 % Injuries down 27 % 2001 vs 2000 Incidents no change Fatalities up 4 % Injuries down 4 %

7. Enforcement KRA

8. CD-ROM / Internet Training Awareness - Railway Police Accident Investigation Protocol for Railway / Public Enforcement Development of other rail safety information for new recruits in police academies across Canada as part of the curriculum

9. Enforcement KRA 2002 calendar, anti-trespass message Direction 2006 Enforcement displays

10. Research KRA

11. Eight project categories: Program and research development Risk mitigation methodologies Driver, pedestrian, and vehicle behaviour Enforcement technologies

12. Research KRA Categories cont’d: Active-warning crossings Passive-warning crossings Signal lights and structures Train-based warning systems

13. Research KRA In progress · Postgraduate university-based research – Analysis of the human factors contributing to grade crossing collisions in Canada · Development of an automated tool for remote access and analysis of crossings and collisions

14. Research KRA In progress Second train warning LED technology for improved conspicuity of signal lights at grade crossings Locomotive horn study Trespassing incidents and countermeasures strategy

15. Research KRA In progress Impact of heavy trucks and tractor-trailers on crossing safety (Qu é bec) Risk mitigation approach to grade crossing safety Crossing collision causal analysis and countermeasures effectiveness

16. Research KRA In progress Evaluation of pilot automated grade crossing signal enforcement (Alberta)

17. Legislative KRA

18. In progress Develop proposed set-back policy Provincial harmonization initiatives to assist provincial jurisdictions with crossing and trespassing safety issues

19. Education KRA

20. In progress Web-based training / education Development of rail safety material for aboriginals Information video or package for professional drivers i.e. emergency responders, school bus drivers, heavy truck drivers

21. Communication KRA

22. 2002 Deliverables Add radio and television public service announcements with the Montreal Alouettes to current pool. 8,200 spots used nationally, value of donated air time $1,000,000 Produce and distribute 750 English and 250 French billboards and transit shelter posters, in cooperation with Viacom Outdoor, for national distribution. Value of donated space $2,000,000 minimum.

23. Billboard 2002 Deliverables Cont’d

24. Direction 2006.com

25. 2002 Deliverables Cont’d Operation Lifesaver.ca

26. Communication KRA Safety awareness messages focus on survey / research results (youth and municipal officials) Media awareness campaign Publicize West Coast Express locomotive video camera for public risk awareness

27. Communication KRA Website upgrades Printing new Direction 2006 material Producing material for provincial outreach and consultation

28. Technology and Online Research FOR DIRECTION 2006

29. The Task At Hand Ongoing research program to analyze attitudes towards trespassing and to evaluate the progress and performance and Direction 2006 After completing a series of focus groups with adults, tested the effectiveness of its PSAs and quantitative work to understand attitudes towards railway safety

30. The Task At Hand Ipsos-Reid conducted an online survey among 1,000 young people (ages 12-18) that tested their knowledge, awareness and attitudes towards railway safety.

31. The Challenges We Faced To make this happen, there were a number of challenges that had to be addressed: –Programming –Video players –Connection speed –Representation –Audience. –Sample size –Ensure that we did not offend anyone

32. Getting Started Recruited approximately 4,500 households with youth 12-18 and 56K+ access from our internet panel Total of $2,000 in prizes as incentives for participating Received parental consent

33. The Experience Everything went very smoothly Only three respondents could not view the PSA Response rate was 25% yielding a final sample size of 1,043 Very few respondents complained about the PSA. In fact, most thought it was very effective

34. Overall, how effective do you think this advertisement is in discouraging people from walking on railway tracks? Effective 88% What suggestions do you have to make this advertisement more effective? Don’t know 50% Effectiveness of PSA

35. Did you agree or disagree with the things it said? Agree 89% Is this advertisement appropriate to be shown during television shows that young people watch? Reaction to PSA

36. What was the main message of the clip? PSA Message

37. Secrets to Success Open communication First in Canada Willingness by both Ipsos-Reid and Direction 2006 to try “new ideas and non- traditional ways Vision to push the medium’s boundaries Stringent sampling techniques

38. Market Research Survey Municipal Government Officials Across Canada

40. Federation of Canadian Municipalities Community Rail Safety Survey Direction 2006 was looking for: Number of crossings within municipality Level of awareness and knowledge of railway operations Role of municipal road authorities Proposed new regulations on crossing and right-of-way access control measures

41. Federation of Canadian Municipalities Community Rail Safety Survey Role of municipalities in community safety Proximity issues Planning and development Promotion of public rail safety and education Municipal emergency response capabilities Role of municipalities in improving safety at highway/railway crossings

42. Federation of Canadian Municipalities Community Rail Safety Survey Current rail safety measures within municipal jurisdiction Identify municipalities interested in receiving more information and participating in regional rail safety information workshops

43. Municipal officials have limited knowledge of the role of municipal road authorities under the federal Rail Safety Act Municipal officials have limited knowledge of the role and responsibilities of municipal road authorities under the proposed new regulations for grade crossings and railway right-of-way access control measures Observations

44. The majority of municipal government officials are unaware of the reduction in crossing collisions within their jurisdictions The majority of municipal officials believe that they should play a role in rail safety initiatives Observations

45. Direction 2006 stakeholders should leverage this willingness to play a role in rail safety initiatives Greater effort should be made to promote Direction 2006 and other safety programs on how municipalities can play a role in increasing community safety through program participation Observations / Recommendations

46. Results indicated that 64% of respondents were interested in participating in regional rail safety information workshops These workshops should be held within the next year Observations / Recommendations

47. For additional information regarding DIRECTION 2006 1-888-267-7704 E-mail: Direction2006@tc.gc.caDirection2006@tc.gc.ca www.Direction2006.com