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
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