seventh international symposium railroad-highway grade crossing research and safety monash...
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Seventh International Symposium
Railroad-Highway Grade Crossing Research and Safety
Monash University, Melbourne
Roger Cameron, ChairDirection 2006 Communications
Canada
VICTORIA, AUSTRALIA 20-21 FEBRUARY, 2002
Objective
To reduce the number of highway/railway grade crossing collisions and trespassing incidents on railway property by 50% by year 2006, in partnership with provincial and municipal governments, railway companies and their unions, law enforcement agencies and other safety organizations
Key Result Areas
• Resource
• Enforcement
• Research
• Legislative
• Education
• Communication
• Performance Measurement
• Outreach
Resource KRAResources approved for:
Year 1998 - 1999- 250KYear 2000 - 2001- 500KYear 2001 - 2002 - 625KYear 2002 - 2003 - 625K
Plus $1.3 million for Research projectsIn-kind services from partners estimated at 5 - 1
Crossing Results
2001 vs 1996-2000 avg
• Collisions down 6 % • Fatalities up 11%• Injuries down 6 %
2001 vs 2000
• Collisions up 6% • Fatalities up 24 %• Injuries up 42 %
Trespassing Results
2001 vs 1996-2000 avg
• Incidents down 17 % • Fatalities down 11 %• Injuries down 27 %
2001 vs 2000
• Incidents no change• Fatalities up 4 %• Injuries down 4 %
Enforcement KRA
Enforcement KRA
• CD-ROM / Internet Training Awareness - Railway Police Accident Investigation Protocol for Railway / Public Enforcement
• Development of other rail safety information for new recruits in police academies across Canada as part of the curriculum
Enforcement KRA
• 2002 calendar, anti-trespass message
• Direction 2006 Enforcement displays
Research KRA
Research KRA
Eight project categories: • Program and research development• Risk mitigation methodologies• Driver, pedestrian, and vehicle behaviour• Enforcement technologies
Research KRA
Categories cont’d: • Active-warning crossings• Passive-warning crossings• Signal lights and structures• Train-based warning systems
Research KRA
In progress
Postgraduate university-based research – Analysis of the human factors contributing to grade crossing collisions in Canada
Development of an automated tool for remote access and analysis of crossings and collisions
Research KRA
In progress• Second train warning• LED technology for improved conspicuity of
signal lights at grade crossings• Locomotive horn study
• Trespassing incidents and countermeasures strategy
Research KRA
In progress
• Impact of heavy trucks and tractor-trailers on crossing safety (Québec)
• Risk mitigation approach to grade crossing safety
• Crossing collision causal analysis and countermeasures effectiveness
Research KRA
In progress
• Evaluation of pilot automated grade crossing
signal enforcement (Alberta)
Legislative KRA
Legislative KRA
In progress
• Develop proposed set-back policy
• Provincial harmonization initiatives to assist provincial jurisdictions with crossing and trespassing safety issues
Education KRA
Education KRA
In progress
• Web-based training / education• Development of rail safety material for
aboriginals • Information video or package for
professional drivers i.e. emergency responders, school bus drivers, heavy truck drivers
Communication KRA
2002 Deliverables
• Add radio and television public service announcements with the Montreal Alouettes to current pool. 8,200 spots used nationally, value of donated air time $1,000,000
• Produce and distribute 750 English and 250 French billboards and transit shelter posters, in cooperation with Viacom Outdoor, for national distribution. Value of donated space $2,000,000 minimum.
Billboard
2002 Deliverables Cont’d
2002 Deliverables Cont’d Direction 2006.com
2002 Deliverables Cont’d Operation Lifesaver.ca
Communication KRA
• Safety awareness messages focus on survey / research results (youth and municipal officials)
• Media awareness campaign• Publicize West Coast Express locomotive
video camera for public risk awareness
Communication KRA
• Website upgrades• Printing new Direction 2006 material• Producing material for provincial outreach
and consultation
Technology Technology and Online and Online
ResearchResearch
Technology Technology and Online and Online
ResearchResearch
FOR DIRECTION 2006
The Task At Hand
• Ongoing research program to analyze attitudes towards trespassing and to evaluate the progress and performance and Direction 2006
• After completing a series of focus groups with adults, tested the effectiveness of its PSAs and quantitative work to understand attitudes towards railway safety
The Task At Hand
• Ipsos-Reid conducted an online survey among 1,000 young people (ages 12-18) that tested their knowledge, awareness and attitudes towards railway safety.
The Challenges We Faced
To make this happen, there were a number of challenges that had to be addressed:
– Programming – Video players – Connection speed– Representation– Audience.– Sample size– Ensure that we did not offend anyone
Getting Started
• Recruited approximately 4,500 households with youth 12-18 and 56K+ access from our internet panel
• Total of $2,000 in prizes as incentives for participating
• Received parental consent
The Experience
• Everything went very smoothly• Only three respondents could not view the
PSA• Response rate was 25% yielding a final
sample size of 1,043• Very few respondents complained about
the PSA. In fact, most thought it was very effective
40%44%
10%
2%
Veryeffective
Somewhateffective
Not veryeffective
Not at alleffective
Overall, how effective do you think this advertisement is in discouraging people
from walking on railway tracks?
Effective88%
What suggestions do you have to make this advertisement more effective?
9%
6%
5%
4%
4%
3%
3%
2%
2%
2%
2%
8%
7%
Make it more graphic
Show the consequences to the victim
Don't limit the ad to bridges
Better acting / more realistic scenarios
Less gore / graphics
Show the effects on family/ friends
Use more diverse group of actors
Show real videos of accidents
Give statistics
Needs catch phrase
Needs to be seen more often
Nothing
OtherDon’t know 50%
Effectiveness of PSA
67%
22%
1% 0%
Stronglyagree
Somewhatagree
Somewhatdisagree
Stronglydisagree
Did you agree or disagree with the things it said?
Agree89%
81%
11%
YesNo
Is this advertisement appropriate to be shown during television
shows that young people watch?
Reaction to PSA
51%
38%
8%
6%
4%
3%
3%
3%
7%
5%
Don't walk/ play/ stand on train tracks
You can get hurt/ killed playing on train tracks
Stay away from train tracks
Don't walk/ play/ stand on railway bridges
There's no place to get away from a train
Trains can come along unexpectedly
It's not cool to play on train tracks
Unable to see video
Other
Don't know
What was the main message of the clip?
PSA Message
Secrets to Success
• Open communication • First in Canada• Willingness by both Ipsos-Reid and
Direction 2006 to try “new ideas and non-traditional ways
• Vision to push the medium’s boundaries• Stringent sampling techniques
Market Research Survey
Municipal Government Officials Across Canada
PROVINCE by POPULATION GROUP Crosstabulation (Sample Frame of Eligible Municipalities with Reported Rail Crossings)
Count
97 63 45 5 1 211
8 23 36 25 10 102
42 42 9 1 1 95
2 14 5 2 23
2 1 1 4
7 4 2 13
1 1 2
22 56 54 36 27 195
1 1
54 107 77 34 10 282
388 67 7 2 2 466
1 1
617 381 239 105 53 1395
Alberta
British Columbia
Manitoba
New Brunswick
Newfoundland
Nova Scotia
NorthWestTerritory
Ontario
Prince Edward Is.
Quebec
Saskatchewan
Yukon Territory
PROVINCE
/ Territory
Total (Population)
1-999 1000-4999 5000-24999 25000-99999 100000 +
POPULATION GROUPING Total(Province)
Federation of Canadian MunicipalitiesCommunity Rail Safety Survey
Direction 2006 was looking for: • Number of crossings within municipality• Level of awareness and knowledge of railway
operations• Role of municipal road authorities• Proposed new regulations on crossing and
right-of-way access control measures
Federation of Canadian MunicipalitiesCommunity Rail Safety Survey
• Role of municipalities in community safety• Proximity issues• Planning and development• Promotion of public rail safety and education• Municipal emergency response capabilities• Role of municipalities in improving safety at
highway/railway crossings
Federation of Canadian MunicipalitiesCommunity Rail Safety Survey
• Current rail safety measures within municipal jurisdiction
• Identify municipalities interested in receiving more information and participating in regional rail safety information workshops
• Municipal officials have limited knowledge of the role of municipal road authorities under the federal Rail Safety Act
• Municipal officials have limited knowledge of the role and responsibilities of municipal road authorities under the proposed new regulations for grade crossings and railway right-of-way access control measures
Observations
• The majority of municipal government officials are unaware of the reduction in crossing collisions within their jurisdictions
• The majority of municipal officials believe that they should play a role in rail safety initiatives
Observations
Direction 2006 stakeholders should leverage this willingness to play a role in rail safety initiatives
Greater effort should be made to promote Direction 2006 and other safety programs on how municipalities can play a role in increasing community safety through program participation
Observations / Recommendations
Results indicated that 64% of respondents were interested in participating in regional rail safety information workshops
These workshops should be held within the next year
Observations / Recommendations
For additional information regarding DIRECTION 2006
1-888-267-7704
E-mail: [email protected]
www.Direction2006.com