Briefing on the Regional Pedestrian and Bicycle Safety Problem, Results of the Street Smart Program, and a Proposed

Request for Local Funding Commitments

Briefing to the Safety Work Group

April 7, 2005

Michael Farrell

2

Background

• At its March meeting, the TPB Technical Committee received a briefing from COG staff on the goals, evaluation, and funding of the Street Smart Pedestrian and Bicycle Safety Program. TPB Tech requested additional information on pedestrian safety in the Washington region, how pedestrian safety can be improved, and a stronger justification for the Street Smart program.

• The TPB Tech also suggested that the Police Chiefs Committee be briefed on Pedestrian and Bicycle Safety

3

Pedestrian and Bicycle Safety: Scope of the Problem Nationally and Regionally

• Of 42,643 traffic fatalities in the United States in 2003, 4,749 were pedestrians

• Nationally pedestrians account for 11% of motor vehicle deaths. Urban areas have higher pedestrian fatality rates than rural areas.

• In the Washington, D.C. metro area, over 2600 pedestrians and bicyclists are injured every year, and 89 are killed.

• The Washington-Baltimore region ranks 22nd out of the 50 largest metropolitan areas in terms of pedestrian deaths per capita.

• Walking is most dangerous in newer, sunbelt cities with large retiree populations, and least dangerous in older, pedestrian-oriented cities. Washington is about in the middle.

• Pedestrians and bicyclists account for nearly a quarter of those killed on the roads in the Washington region.

4

Average Annual Traffic Fatalities in the Washington Region, 1994-2003

82.7, 22%

6.4, 2%

278.9, 76%

PedestrianFatalities

BicycleFatalities

Other TrafficFatalities

Annual Traffic Fatalities: 368

5

Annual Traffic Fatalities in the Washington Region, 1994-2003

96 88 83 84 71 82 85 78 78 82

58

4 96

8 6 10 4 4

294286

248258

261214

278

326318 306

0

50

100

150

200

250

300

350

400

450

1994 1995 1996 1997 1998 1999 2000 2001 2002 2003

MotorizedTrafficFatalities

BicycleFatalities

PedestrianFatalities

6

Average Annual Pedestrian and Bicyclist Fatalities, 1994-2003

0

5

10

15

20

25

30

ArlingtonCounty

FairfaxCounty

LoudounCounty

PrinceWilliamCounty

AlexandriaCity

OtherNorthern VA

FrederickCounty

MontgomeryCounty

PrinceGeorge'sCounty

District ofColumbia

7

The Street Smart Campaign

• Launched in October 2002

• Consisted of a one-month wave of radio, Metro and outdoor transit advertising.

• Prime target: male drivers age 18-34

• Second wave in April, 2004

• Third wave – June, 2005

• Expected multi-year campaign to achieve results

– Anti-drunk driving – 9 years

– Buckle up – 5 years

8

Average Annual Pedestrian and Bicyclist Fatalities Per 100,000 people, 1994-2003

0

0.5

1

1.5

2

2.5

3

3.5

4

ArlingtonCounty

FairfaxCounty

LoudounCounty

PrinceWilliamCounty

AlexandriaCity

OtherNorthern VA

FrederickCounty

MontgomeryCounty

PrinceGeorge'sCounty

District ofColumbia

9

10

11

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October, 2002

• Radio (941 spots) $181,250

• TV: None

• Print: None

• Media Relations: None

• Collateral Materials: $28,300– Posters (2,250) $12,700

– Brochures (50,000) $5,000

– Safety Tips Inserts (250,000) $10,000

– Stickers (10,000) $600

• Outdoor Media $90,250– Busbacks (65)

– Metro Station Poster Cards (12)

– Bus Cards (350)

– Transit shelters (43)

Total: $300,000

April, 2004

• Radio (680 spots) $114,614

• TV (241 spots) $56,500

• Print (12 insertions) $9,556

• Media Relations $10,000

• Collateral Materials $28,000– Posters (1,500)

– Brochures (100,000)

– Transit Shelters (41)

– Stickers: None

• Outdoor Media $96,064– Busbacks (150)

– Metro Station Poster Cards: None

– Bus Cards (375)

– Transit Shelters (41)

Total: $315,000

October 2002 vs. April 2004

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Why Target Most Resources at Male Drivers aged 18 to 34?

• Montgomery County Study shows motorists at fault as often as pedestrians and bicyclists

• Even when the pedestrian is at fault, motorist often has some ability to avoid the collision

• Male motorists aged 18 to 34 are disproportionately involved in collisions of all types, including collisions with pedestrians.

• DDOT found that male drivers account for 73% of collisions with pedestrians or bicyclists in the District of Columbia, and the average age of those drivers was 26.7 years.

• Male drivers account for 83% of fatal pedestrian or bicycle collisions in the State of Maryland.

• Approximately 60% of pedestrians killed in the Washington region are male. • We can target this demographic cost-effectively, through drive-time radio on

selected stations.

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At Fault Pedestrian Crash Data Montgomery County, 2002

Montgomery County Traffic Collisions Involving Pedestrians for January - December 2002by Percentage At Fault and Unit Type

Bicyclist7.2%

Pedestrian32.6%

Unknown8.1%

Driver41.3%

Other4.3%

Both6.4%

Parked 0.2%

TOTAL PEDESTRIAN COLLISIONS 470

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At Fault Data for Pedestrian-Involved Crashes

• DC data show 45% of pedestrians were either not in the crosswalk, walked from between parked cars, or crossed against a pedestrian signal.

• A 2002 Insurance Institute for Highway Safety study implicated driver negligence in 40% of pedestrian collisions in the Washington-Baltimore area.

• The following data on fault was available from Maryland jurisdictions:

Fault, 1994-2003 Prince George’s County

Frederick County Montgomery County

Motorist 45% 46% 40%

Pedestrian 31% 31% 37%

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Alcohol-Involved Pedestrian/Bicycle Fatalities

• 28% of pedestrians killed in Maryland 1999-2003 were intoxicated.

• Drunk drivers account for about 1/3 of all fatal and injury crashes in Maryland.

• Alcohol is a serious safety problem for both motorists and pedestrians

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Getting the Message to Pedestrians and Bicyclists

• Pedestrians and bicyclists are more difficult to reach than motorists because they do not typically carry radios.

• Transit Advertising– Interior bus cards and transit shelter ads reached transit patrons– High-crash locations were targeted for transit shelter ads– Bus-backs reached motorists and bicyclists

• With a major budget increase, we could:– Run a television campaign costing a minimum of $92,000 per week to

run, plus $30,000-$50,000 to create. A one-month television campaign would cost nearly half a million.

– This is the minimum size television campaign the National Highway Traffic Safety Administration recomends

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Law Enforcement is Needed to Reinforce the Campaign Message

• Fear of legal consequences is a motivator that can be mentioned in ads

• Used effectively in anti-drunk driving, seatbelt campaigns• Media pays attention to enforcement stings• Feedback from pedestrian safety staff, the consultant, and

law enforcement is that there is very little pedestrian-related enforcement.

• DC, Montgomery County, Prince George’s County, and Fairfax County have done some crosswalk stings during the media campaigns.

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Impacts of Street Smart

• Methodolology: Pre- and post-campaign telephone surveys of randomly selected motorists.

• Results:– Since 2002, there has been a notable improvement in reported

driver behavior regarding yielding to pedestrians in crosswalks. – Among target male drivers under 35 years of age, awareness of

police efforts to crackdown on drivers who did not yield to pedestrians increased 22 points, from 10% to 32% between April and May 2004

– Overall awareness of campaign messages increased by 8% – No change in beliefs about likelihood of getting a ticket for failure

to yield to a pedestrian– No reported improvement in observed pedestrian behavior– Drive-time radio was most effective in reaching the target

audience

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Conclusions

• The Pedestrian and Bicycle Safety Problem– We have a significant pedestrian and bicycle safety problem

– The severity is typical of major urban areas

– It is region-wide, with the urban and inner suburban counties having a worse problem than the outer counties

– Yourng male driver behavior is a significant part of the problem

• Mass Media/Behavioral Modification as a Solution– Through drive-time radio, Street Smart has created awareness of its message in its

target audience of male drivers aged 18 to 34.

– Pedestrians and cyclists are more costly to reach than motorists

• Outlook– Mass media/behavioral modification campaigns must be sustained over years, need

support from law enforcement, and must be of a minimum scale to have any impact.

– The data did not suggest major changes to the program as currently budgeted

– Need a formal mechanism to solicit local funding

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Street Smart Funding History

 

Street Smart Project Budget    

 

Source FY 2002* FY 2003 FY 2004 FY 2005 Total

Montgomery County $95,000 0 $10,000 $10,000 $115,000

Maryland SHA   $64,800 $100,000 $58,000 $222,800

District of Columbia   $100,000 $100,000 $100,000 $300,000

Virginia DMV   $100,000 $100,000 $75,000 $275,000

Fairfax County   $50,000 $50,000 $50,000 $150,000

Arlington County   $0 $10,000 $10,000 $20,000

City of Alexandria   $5,000 $5,000 $5,000 $15,000

Prince Georges County $0 $15,000 $5,000 $20,000

           

Total $95,000 $319,800 $390,000 $313,000 $1,117,800

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Funding Status FY 2005

 

Street Smart Project Budget FY 2005      

Source   Committed Paid Invoiced To be invoiced

Montgomery County   $10,000   $10,000  

Maryland SHA   $58,000     $58,000

District of Columbia   $100,000   $100,000  

Virginia DMV   $75,000     $75,000

Fairfax County   $50,000 $50,000    

Arlington County   $10,000   $10,000  

City of Alexandria   $5,000 $5,000    

Prince George's County $5,000     $5,000

           

Total   $313,000 $55,000 $120,000 $138,000

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Proposed Street Smart Funding

• Need formal, written mechanism for the region to solicit local contributions for this program.

• At its February meeting, the TPB asked staff to prepare a table of suggested contributions

• COG retains 8% of project funds to cover administrative expenses • Local contributions are needed to meet the matching requirements for

federal money distributed through the States • A commitment is needed now for the Spring, 2006 campaign

– January in future years

• Five cents per capita is proportional to the level at which 2005 sponsors are contributing.

• The following table has been shown to the TPB, and the TPB will be asked to send a letter to its member jurisdictions recomending that they fund the Street Smart program at the suggested level.

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Suggested 2006 Local Contribution 2006 At five cents/

Jurisdiction Adj. Population capita

Fairfax County 1,055,167 $52,800

Montgomery County 811,411 $40,600

Prince George's County 741,218 $37,100

Prince William County 336,820 $16,800

Loudoun County 255,616 $12,800

Frederick County 218,830 $10,900

Arlington County 201,900 $10,100

Alexandria, City of 136,500 $6,800

Charles County, Urbanized Area 74,765 $3,700

Gaithersburg, City of 61,641 $3,100

Rockville, City of 57,619 $2,900

Bowie, City of 55,240 $2,800

Manassas, City of 36,500 $1,800

College Park, City of 26,392 $1,300

Fairfax, City of 22,031 $1,100

Greenbelt, City of 21,340 $1,100

Takoma Park, City of 17,229 $900

Manassas Park 13,225 $700

Falls Church, City of 10,700 $500

Total Local Contributions 4,154,144 $207,800

District of Columbia Est. Federal Funds $100,000

Maryland Est. Federal Funds $100,000

Virginia Est. Federal Funds $100,000

Total Est. Federal Funds   $300,000

Estimated Grand Total 2006 $507,800