1. Pro Walk /Pro Bike Conference Madison, WI September, 2006 www.BikeMaine.org Share The Road For A Healthy Maine

2. www.BikeMaine.org National Strategies for Advancing Bicycle Safety 1.Motorists will share the road 2.Bicyclists will ride safely 3.Bicyclists will wear helmets 4.The legal system will support safe bicycling

3. www.BikeMaine.org 1.Identify current STR campaigns 2.Determine effective means of educating motorists & bicyclists 3.Utilize promotion & marketing strategies to reach specific populations 4.Improve road safety And…

4. www.BikeMaine.org Project Partners

5. www.BikeMaine.org Process, Implementation & Lessons Learned Along The Way Questionnaire Data collection & synthesis Message development Message testing Comparisons of Pre-test and Post-test Conclusions from campaign

6. Demographics www.BikeMaine.org

7. The Instrument…

8. What we wanted to know The most watched TV stations The most listened to radio stations The most read newspapers The most utilized community resources The best time of day to air ads www.BikeMaine.org

9. What we wanted to know What do motorists and bicyclists in the four groups know about sharing the road? What motorist and bicyclist behaviors require the most attention? Rights and responsibilities? Demographic information www.BikeMaine.org

10. Distribution Venues Bureau of Motor Vehicle offices (2) AAA education classes Maine Bureau of Highway Safety education classes Community centers Seniors centers Colleges & universities www.BikeMaine.org

11. The Incentive…

12. Pre-test Results 33 different TV channels (affiliates & cable) watched 40 different radio stations listened to 42 different newspapers read 38 different towns represented in greater Portland area www.BikeMaine.org

13. Pre-test Results All sub-groups indicated same three most watched TV channels All sub-groups indicated same three most read newspapers Each sub-group indicated different most listened to radio stations www.BikeMaine.org

14. Pre-test Results I use head & tail lights at night I use hand signals when turning I wear a bike helmet www.BikeMaine.org

15. Pre-test Results Before I open my door, I look for bicyclists When I make a turn, I yield to approaching bicyclists I honk at bicyclists when I come near them www.BikeMaine.org

16. Message Delivery Television (two stations) One ad for motorists One ad for bicyclists Radio (six stations, three languages) Three ads for motorists Two ads for bicyclists Print - Same ad for three newspapers Web - Web links on two TV stations’ web sites www.BikeMaine.org

17. Messages 1. 115 television ads 2. 276 radio spots 3. 10 newspaper ads 4. 300,000 web impressions

18. www.BikeMaine.org The Ads- Radio (Bicyclists 1)

19. www.BikeMaine.org The Ads- Radio (Motorist 1)

20. www.BikeMaine.org

21. Car Safety Behavior difference from Pre-test to Post-test

22. www.BikeMaine.org Bike Safety Behavior difference from Pre-test to Post-test

23. √ “Have you recently heard or seen anything about Share The Road?” www.BikeMaine.org

24. √ “If you heard the share the road message, did it change your awareness or behavior as a;” www.BikeMaine.org

25. Behavioral Change by Sub-group www.BikeMaine.org

26. Challenges Distribution and finding populations New statewide BMV computer system Focus groups problematic & expensive Turnover at partner institutions Adjustments and prioritizing commitments Communication & timeliness www.BikeMaine.org

27. The Ads- Video

28. www.BikeMaine.org Next Steps Further scrutiny of data More ways to access respondents Electronic polling Statewide campaign Longer duration for campaign

29. www.BikeMaine.org Share The Road For A Healthy Maine