Street Smart Pedestrian and Bicycle Safety Campaign: Spring 2007 Campaign,

Proposed Actions for FY 2008

Briefing to the Transportation Planning Board Technical Committee

September 7, 2007

Michael Farrell, TPB Staff

Item #6

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Pedestrian Safety in the Washington Region

• Pedestrian and bicyclist fatalities in the Washington region, including Charles County averaged 86 per year from 2001-2006

• Pedestrians and bicyclists account for ¼ of all traffic fatalities

• Injuries averaged 2,843 per year 2002-2005

• 90 Pedestrians and Bicyclists were killed in 2006

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The “Street Smart” Campaign

• Annual, month-long wave of Radio, Transit, and Internet

advertising designed to change driver and pedestrian behavior

• Prime target audience is male drivers age 18 to 34

• Supported by federal funds through the states plus local funds

• All materials ran in English and Spanish

• Five previous waves: October 2002, April 2004, June 2005, March-April 2006, March 18 – April 14, 2007

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Most Recent Media Campaign:March-April 2007

• Radio for Drivers 450 spots $72,000• Transit for Pedestrians 117,000

– Transit Shelters 35– Bus Sides 200– Interior Cards 500

• Collateral Materials 34,000– Posters 3,400– Handouts 60,000

• Internet – Young Male Driver 2.4 million impressions 32,000• Web Site http://streetsmart.mwcog.org 5,000• Public Relations 12,000• Campaign Creation/Production 70,000• Evaluation/Administration 86,000

Total: $428,000

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Coordination with Law Enforcement

• COG Police Chiefs Committee agreed again at its January 24, 2007 meeting to coordinate law enforcement efforts with the March 2007 campaign, and in future years

• Fifteen Law Enforcement agencies distributed 50,000 pedestrian safety hand-outs, many as warnings to motorists or pedestrians

• DC Metropolitan Police Department issued 1300 pedestrian and bicycle-related citations as part of the campaign

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Evaluation

• Pre and post-campaign surveys of 300 area motorists

– Recognition of the campaign slogan “Flesh vs. Steel: It’s no Contest” increased from 5% to 14%

– Fewer respondents reported having to “swerve to avoid a pedestrian in the last 7 days”, down to 14% from 32% in 2002

– Fewer respondents reported frequently observing motorists failing to yield to pedestrians, down to 52% from 76%

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Summary

• The program is a good value– Survey results show good levels of campaign awareness, changed

motorist & pedestrian behavior

– Budget has remained roughly the same since 2002, but free public service spots and press coverage have increased

– Estimated value of free media for FY 2007 was $367,000

• Law enforcement participation has increased

• Two campaigns per year would have more impact than one

• Desirable to have a November campaign due to increase in pedestrian deaths with return to Standard Time

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Proposed for FY 2008: A Biannual Effort; Fall 2007 & Spring 2008

• TPB was briefed in May– Suggested that we expand the program

• Proposed: Two campaigns– November 2007, around return to Standard Time Nov. 4, use current

theme and materials– March 2008, new theme and materials

• Needed additional funds for a bi-annual effort– Estimated $600,000 cost for two 2-3 week campaigns– FY 2007 Budget was $428,000

• Sources– Federal funds from Maryland Highway Safety Office, Virginia DMV,

DDOT – WMATA pledged $150,000 for FY 2008– Private sponsorship – Increased TPB member contributions

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TPB Member Funding for FY 2008

• TPB has requested voluntary annual funding from its local government member jurisdictions for the campaign

• Suggested level of 5 cents per capita

• 8% of funds retained to cover administrative expenses

• A table of suggested contributions was sent to the members of the TPB on February 28, 2007, with a cover letter and an annual report

• Response was requested by July 1st, 2007.

• Total requested local funding was $207,800

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Funding Status for FY 2008

• Arlington offered to double its contribution for FY 2008 to $20,200, provided others also increase their contributions

• Local government funding has increased from $114,700 in FY 2007 to $169,500 for FY 2008

• WMATA will contribute funding for the first time, $150,000

• We are on track to exceed the funding goal of $600,000 needed for a bi-annual campaign

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Street Smart Funding, 2003-2008

As of 8/15/2007

SourceAverageFY 2003-2005 FY 2006 FY 2007

FY 2008 (Oct-07 to Sept-08)

District of Columbia Department of Transportation * $100,000 $100,000 $100,000 $100,000

DC Metropolitan Police Department* $25,666   $30,000 $30,000

Maryland SHA* $91,000 $50,000 $100,100 $130,100

Virginia DMV* $91,666 $100,000 $75,000 $75,000

WMATA       $150,000

Local Contributions $90,000 $91,300 $113,700 $169,500

         

Private Sponsorship     $10,000  

         

Grand Total $398,332 $341,300 $428,800 $654,600

* Federal pass-through

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Local Government Contributions

Source Average FY

2003-2005 FY2006 FY2007 FY 2008

City of Alexandria $5,000 $6,800 $6,800 $6,800

Arlington County $6,666 $10,100 $10,100 $20,200

City of Bowie        

Charles County, urbanized area        

City of College Park        

City of Fairfax   $1,100    

City of Falls Church   $500 $500  

Fairfax County $50,000 $52,800 $52,800 $52,800

Frederick County        

City of Gaithersburg       $3,100

City of Greenbelt   $500    

Loudoun County        

City of Manassas        

City of Manassas Park   $700   $700

Montgomery County $21,666 $10,000 $40,600 $45,000

Prince George's County $6,666 $5,000   $37,100

Prince William County        

City of Rockville   $2,900 $2,900 $2,900

City of Takoma Park   $900   $900

Total Local $90,000 $91,300 $113,700 $169,500

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Outlook & Next Steps

• Periodic Rebid for Consultant Support Underway

• Fall campaign is on track for November

• Further efforts will be made to raise private sector funding

• For FY 2009 – TPB may want to increase the suggested per capita contribution to

reflect increased funding needs for a biannual campaign

– Funds could be requested in December to allow more time