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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

History >>

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

Summary >>

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)

The Issues >>

The 12 Months of Safety Reboot

>> Crash numbers determine and prioritize municipal distribution >> Data-driven, audience-based 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.

Targeted Approach >>

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.

Location Selection >>

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

Aggressive Driving

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 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 >>

The Messages: Consider These >>

>> Full-color >> 8 ½” x 11” four-panel (bifold)

>> Directed quantities to different locations to maximize effect while minimizing costs

>> Less text, more visual

The Media >>

This Safe Corridors brochure is an example of a full-color brochure.

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

Evaluation >>

Carissa Sestito Outreach Coordinator csestito@rutgers.edu 848-445-2884 Michael Weber Engineering Researcher michael.weber@rutgers.edu 848-445-2893

Contact >>