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History >> The 12 Months of Safety: The Past The aim of the 12 Months of Safety was to increase transportation safety compliance and reduce overall crashes by distributing informative literature via public agencies. >> Two-color brochure literature >> Primarily data and statistics >> Mass distribution approach via safety agencies and some local businesses to general public
Summary >> The 12 Months of Safety Reboot In order to continually promote traffic safety measures throughout New Jersey, 12 Months of Safety will focus on over twelve topic areas to save lives and improve overall road safety: >> Pedestrian Safety >> Drowsy Driving >> Teen/Young Drivers >> Intersection Safety >> Senior Citizen Drivers >> Helmet Safety >> Motorcycle Safety
Summary >> The 12 Months of Safety Reboot In order to continually promote traffic safety measures throughout New Jersey, 12 Months of Safety will focus on over twelve topic areas to save lives and improve overall road safety: >> Railroad Safety >> School Bus/School Zone Safety >> Drunk Driving >> Inclement Weather Driving >> Aggressive Driving >> Work Zone Safety
The Issues >> Since 2007, crashes have been continually declining. The 12 Months of Safety aims to reduce these crash numbers (2008-2010) with cognitively affective, direct-to-public literature: >> Aggressive Driving (123, 129 crashes; 511 killed) >> Impaired Driving (23, 819 crashes; 210 killed) >> Inclement Weather Safety (201,683 ; 309 killed ) >> Intersection Safety (233,737 crashes; 429 killed ) >> Motorcycle Safety (8,456 crashes; 213 killed) >> Pedestrian Safety (24,690 crashes; 483 killed) >> Senior Citizen Drivers (125,232 crashes; 368 killed) >> Teen/Young Drivers (257,479 crashes; 433 killed)
Targeted Approach >> The 12 Months of Safety Reboot >> Crash numbers determine and prioritize municipal distribution >> Data-driven, audiencebased businesses and organizations
Targeted Approach >> The 12 Months of Safety Reboot Why will this way work? When an audience member receives information related to a frame of reference, it tends to have a bigger impact on behavior than when confronted with information not correlated with an experience. >> Motor Vehicle Commission People are already thinking about driving while collecting various documents to operate a vehicle. >> Hospital Emergency Rooms More useful for more severe driving behaviors and older drivers, the severity of what could be avoided by driving more safely may impact visitors and patients who have been injured by risky behavior.
Targeted Approach >> >> High Schools Teenagers are learning the first lessons on driving; it makes sense to distribute our literature in Drivers Ed classes, in high school nurse s offices, and in homeroom classrooms. >> Automotive Supply Stores People frequent these types of stores for loud stereo equipment, flashy vehicle accessories, and other types of products that could distract or otherwise make a statement on the roadway. Information about dangerous driving behaviors can be distributed in these establishments to read while waiting. These stores will also help to reach motorcycle riders.
Targeted Approach >> >> Elementary Schools Young children may not fully understand the literature, but parents will. Children can bring materials home with them to parents about school safety, bike safety, and other appropriate topics. >> Hardware Stores People frequently visit stores like Home Depot to get ready for seasonal weather, or to buy construction supplies. Information pertaining to these subjects would be helpful if distributed near the cashier checkout to read while waiting to pay. >> Geriatric Doctors Offices Information for senior citizens and their doctors would be visible here.
Targeted Approach >> >> Restaurants and Downtown Businesses Pedestrians, bicyclists, and potentially impaired drivers will frequent these venues >> Toy/Bike Shops Likely to reach parents of young children, pedestrian brochures will be distributed to toy/bike store customers >> Bars/Liquor Stores /Gun Clubs/ Fishing Clubs Likely to reach potential impaired drivers. This may require ABC consent in some areas.
Location Selection >> Data Methodology Two main factors: >> High Crash Frequency Data collected from Plan4Safety >> High Exposure Population: Provided by the US Census Bureau Number of Intersections: Provided by Plan4Safety Lane Miles: Provided by the NJ DOT Straight Line Diagrams
Location Selection >> >> The goal is to use both factors to determine locations with the highest impact. Aggressive Driving Rank Location Population Rank Crashes Rank 1 Howell 53 11 2 Somerset 19 4 3 Beachwood 279 193 4 Piscataway 17 5 5 Williamstown 44 14 6 Englishtown 35 10 7 Manville 290 210 8 Toms River 4 1 9 Jackson 10 3 10 Lake Hiawatha 308 229
Location Selection >> Aggressive Driving Locations based on driver location. DISTRIBUTED IN: Automotive supply stores, emergency rooms, MVCs, high schools
Location Selection >> Impaired Driving Locations based on driver location. DISTRIBUTED IN: Bars, restaurants, liquor stores, and community lodges (gun clubs, fishing clubs)
Location Selection >> Inclement Weather Locations based on the number of road miles. DISTRIBUTED IN: Home improvement and hardware stores, automotive supply stores, public transit stations
Location Selection >> Intersection Safety Locations based on the number of intersections. DISTRIBUTED IN: Downtown business districts, civic centers, schools, bike and toy shops, and senior citizen centers
Location Selection >> Motorcycle Safety Locations based on crash location. DISTRIBUTED IN: Motorcycle and vehicle repair shops, hardware stores, rest stops, and MVCs
Location Selection >> Pedestrian Safety Location based on crash location. DISTRIBUTED IN: Downtown business districts, civic centers, schools, restaurants, bike and toy shops, and senior citizen centers.
Location Selection >> Senior Citizen Safety Locations based on driver location. DISTRIBUTED IN: Downtown business districts, civic centers, restaurants, doctor s offices, and senior citizen centers
Location Selection >> Teen Driver Safety Locations based on driver location. DISTRIBUTED IN: Downtown business districts, civic centers, high schools, restaurants, and clothing stores
The Messages >> The 12 Months of Safety Reboot >> Data and stats are okay, but psychology is better >> Outcome: gradual behavior modification for long-lasting effect (read: cultural change)
The Messages >> The 12 Months of Safety Reboot >> Target audiences for each topic are identified >> Copy speaks directly to that audience through modified language, gain message, and tackling perceived biases
The Messages: Consider These >>
The Media >> >> Full-color >> 8 ½ x 11 four-panel (bifold) >> Directed quantities to different locations to maximize effect while minimizing costs >> Less text, more visual This Safe Corridors brochure is an example of a full-color brochure.
Evaluation >> The 12 Months of Safety Reboot >> Google analytics >> Crash data vs. brochures leftover (help us to determine readership percentage and any resulting crash reduction) >> General feedback
Contact >> Carissa Sestito Outreach Coordinator csestito@rutgers.edu 848-445-2884 Michael Weber Engineering Researcher michael.weber@rutgers.edu 848-445-2893