PRAD 392 – Account Planningwith Professor Windels September 22, 2011

By Liz Carr + Nick PintoBrenda McQuade + Alex Richmond

& Jamie Torano

Researching for City of Chicago for their 2011-2012 Pedestrian Safety Campaign

To reduce vehicle-pedestrian related injuries and fatalities

http://www.youtube.com/watch?v=Pt-rCE6LN2g

Learn who is most likely to fall victim to a vehicle accident while crossing

This will be accomplished through behavioral observation and analysis

Group and individual observations (qualitative research) and quantitative research from a recent City of Chicago study

Locations: Clark & Fullerton 5:30 pm weekday Madison & State 5 pm weekday Jackson & State 10 am weekday Randolph & Michigan 3 pm Saturday Armitage & Sheffield 3pm weekday

Over 80% of vehicle-pedestrian accidents happen at intersections while pedestrians have the walk signal

“78% of all crashes and 80% of fatal and serious crashes occurred within 125 ft. of the midpoint of an intersection”

Accidents between 2005 and 2009 — 17,487 crashes involving 18,377 pedestrians

Individuals ages 15-18 are most likely to be victims #1 cause: Drivers failing to yield to pedestrians City plans for more police enforcement on vehicles to

yield to pedestrians: Is it enough?

Source:City study: Chicago pedestrians in crosswalks are in cross hairs A new study finds that most people hit by cars in the city are in a crosswalk, Chicago Tribune, August 15, 2011

The five of us observed ~500-600 in areas of Chicago

These types of people observed include: The Dare Devil The Putzer Tourists, “Out-of-Towners” Runners The “9-5” Professionals

First to beat the crowd when light turns white

Last ones running when flashing red hand signals

Usually alone Focused on getting

from point A to B Likely to J-Walk

Crosses with a carefree attitude

No rush to be anywhere

Typically carrying something

Unaware of surroundings

Most likely to be robbed or hit by a car

Snap happy tourists seen with camera in hand

Travel in large groups, often with many family members

Not used to crossing the street: focused on their family crossing inside the white lines on time

Photograph tall buildings, sometimes while IN the crosswalk

Basically focused on his or her workout Tries to avoid other pedestrians Often resumes jogging once the opposing

traffic’s light turns yellow or sooner Impatient when stopped at the crosswalk

The city folk: No rush to be

anywhere Join forces with

another worker to walk home

The group with the highest risk to become a victim of vehicle-pedestrian accident is… The Putzer

These individuals are slow and inattentive to surroundings The Putzer’s behavior, along with the City of

Chicago’s study results suggest that drivers are also unfocused, unaware which may leads to a dangerous situation.