1. Street Smart Pedestrian and Bicycle Safety Campaign: Spring 2009 Activities, and Funding Outlook for FY 2010 Briefing to the Transportation Planning Board April 15, 2009 Michael Farrell, TPB Staff mfarrell@mwcog.org 202-962-3760 Item #13

2. 2 Average Annual Pedestrian, Bicyclist, & Motorized Fatalities in the Washington Region, 2003-2007 Total = 411

3. 3 The “Street Smart” Campaign Concentrated waves of Radio, Transit, and Internet advertising designed to change driver, pedestrian, and cyclist behavior Supported by concurrent law enforcement Funded by Federal Funds with voluntary matching contributions from WMATA, TPB Member Governments Fall and Spring waves, in November 2008 and March-April 2009 Total FY 2009 budget is $700,900 –Spring 2009 $430,000 Details at http://streetsmart.mwcog.orghttp://streetsmart.mwcog.org

4. 4 SourceOct-02Apr-04Jun-05Mar-06Mar-07 Fall 2007 & Spring 2008 Fall 2008 & Spring 2009 DDOT*$100,000 $200,000 DC MPD* $80,000 $30,000 Maryland SHA*$115,000$100,000$58,000$50,000$100,100$130,300$130,000 Virginia DMV*$100,000 $75,000$100,000$75,000$100,000 WMATA $150,000 Local Government Contributions$100,000$90,000$80,000$91,300$113,700$158,500$120,600 Private Sponsorship $10,000 Grand Total$415,000$390,000$393,000$341,300$428,800$738,800$700,600 * Federal pass-through Street Smart Funding, 2002-2009

5. 5 Local Government Contributions SourceOct-02Apr-04Jun-05Mar-06Mar-07FY 2008FY 2009 City of Alexandria$5,000 $6,800 Arlington County $10,000 $10,100 $10,300 City of Bowie Charles County, urbanized area City of College Park $600 City of Fairfax $1,100 City of Frederick City of Falls Church $500 Fairfax County$50,000 $52,800 $54,800 Frederick County City of Gaithersburg $3,100 City of Greenbelt $500 Loudoun County City of Manassas City of Manassas Park $700 Montgomery County$45,000$10,000 $40,600$45,000 Prince George's County $15,000$5,000 $37,100 Prince William County City of Rockville $2,900 City of Takoma Park $900 Total Local$100,000$90,000$80,000$91,300$113,700$158,500$120,600

6. 6 Why have a Media Campaign? Three E’s of Safety: Engineering, Education, and Enforcement “Street Smart” Educates through mass media –Drive-time radio reaches drivers while they drive –Transit ads for pedestrians while they walk, cyclists while they ride –Highly publicized law enforcement –Simple messages –A single campaign for a single media market Complements other programs for other aspects of Pedestrian Safety –School-Based Education Safe Routes to School –Driver Education/Licensing –Design/Build Safe Streets and Communities

7. 7 Week One Week Two Week Three Week Four Radio All Adults 18 - 49 March 23 through April 19 Kick-off event March 25 th in DC 10:30 a.m. at Reeves Center SPRING 2009 MEDIA Outdoor Transit shelters, bus backs and two sheet Metro posters Earned Media Kick off event and ongoing outreach Internet 25 - 54 Adults Enforcement Coordinated regional enforcement Evaluation Phone Survey: Attitudes, Beliefs, Behavior, Awareness

8. 8 Radio Transit Shelter Bus Back Bus interior Internet Cyclist Ped/Bus Peds Driver/Ped “Wait for walk and use crosswalks” “Yield to pedestrians when turning and stop for them at crosswalks” PEDESTRIAN BICYCLE Driver/Cyclist “Ride with traffic and obey signals, signs and laws” BUS “Yield to bikes when turning and give them room to ride” “Cross after the bus leaves the stop and be sure the driver can see you” Messages produced in English and Spanish Data-driven messaging SPRING 2009 MESSAGES Blast email

9. 9 Drivers and Pedestrians

10. 10 Transit and Bikes

11. 11 BI-LINGUAL

12. 12 Tips Cards

13. 13 Crosswalks Cards

14. 14 Law Enforcement Enforcement is key –The press loves to report it –Ads get more attention if there is enforcement –Enforcement gets more attention if there are ads COG Police Chiefs Committee has been briefed regularly March 10 Pedestrian Enforcement Workshop at COG New Standard Enforcement reporting form Safety tips cards Arlington County Police enforcing speeding violations. Photo: ACPD

15. 15 Kick-Off Press Event March 25 Reeves Center. District of Columbia Patrick Burke, Assistant Chief of Police, DC MPD Penny Gross, COG Chair William Euille, Mayor, City of Alexandria Gabe Klein, Director, DDOT J. Walter Tejada, Arlington County Board Tom Didone, Captain, Montgomery County Police Department Peter Moe, Maryland Highway Safety Office Eric Gilliland, Executive Director, Washington Area Bicyclist Association Speakers: Street Smart Spring 2009 Kick-Off -- dsc01290.jpg FirstFirst | Previous Picture | Next Picture | Last | ThumbnailsPrevious PictureNext PictureLastThumbnails

16. 16 Street Smart Spring 2009 Kick-Off -- dsc01318.jpg FirstFirst | Previous Picture | Next Picture | Last | ThumbnailsPrevious PictureNext PictureLastThumbnails Street Smart Spring 2009 Kick-Off -- dsc01291.jpg FirstFirst | Previous Picture | Next Picture | Last | ThumbnailsPrevious PictureNext PictureLastThumbnails Themes: Law Enforcement

17. 17 Safe Bicycling Street Smart Spring 2009 Kick-Off -- dsc01329.jpg FirstFirst | Previous Picture | Next Picture | Last | ThumbnailsPrevious PictureNext PictureLastThumbnails

18. 18 Remaining Activities in FY 2009 Evaluation –Before and after survey of 300 motorists –Earned media report –Citations and Warnings Issued by Law Enforcement –2008 Crash data Annual Report: September 2009 Apply for FY 2010 Funds

19. 19 FY 2010 Local Funds Letters requesting voluntary contributions from TPB member governments were sent February 18, 2009

20. 20 Outlook for FY 2010 Other Funding Sources –Federal safety funds through the States –WMATA –Sponsorship Opportunities Estimated Budget by September 2009 –Plan activities based on budget, data, and funding agency direction –Anticipated Fall 2009 wave using Spring 2009 ads –New materials for Spring 2010 –If funding is short, the campaign could be cut to once per year

21. 21 Long-Run Outlook A Comprehensive Approach to Safety –Street Smart supports but does not replace State and Local pedestrian safety efforts Without State and Local Efforts, Street Smart will not work –Media without Enforcement is not effective –But Enforcement is more effective when publicized Sustained Efforts are needed –Drunk Driving, Seatbelt initiatives show that behavior can be changed –But it takes seven to nine years, and it must include enforcement –If efforts lag, then the gains can also diminish –Enforcement is expensive Automated enforcement may help reduce costs