Click to Add Titlecait.rutgers.edu/system/files/u10/12-Months-Carissa...The 12 Months of Safety: The...
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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 >>
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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 >>
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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 >>
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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 >>
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The 12 Months of Safety Reboot
>> Crash numbers determine and prioritize municipal distribution >> Data-driven, audience-based businesses and organizations
Targeted Approach >>
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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 >>
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>> 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 >>
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>> 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 >>
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>> 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 >>
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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 >>
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>> 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
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Location Selection >>
Aggressive Driving Locations based on driver location. DISTRIBUTED IN: Automotive supply stores, emergency rooms, MVCs, high schools
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Location Selection >>
Impaired Driving Locations based on driver location. DISTRIBUTED IN: Bars, restaurants, liquor stores, and community lodges (gun clubs, fishing clubs)
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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
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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
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Location Selection >>
Motorcycle Safety Locations based on crash location. DISTRIBUTED IN: Motorcycle and vehicle repair shops, hardware stores, rest stops, and MVCs
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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.
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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
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Location Selection >>
Teen Driver Safety Locations based on driver location. DISTRIBUTED IN: Downtown business districts, civic centers, high schools, restaurants, and clothing stores
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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 >>
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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 >>
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The Messages: Consider These >>
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>> 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.
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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 >>
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Carissa Sestito Outreach Coordinator [email protected] 848-445-2884 Michael Weber Engineering Researcher [email protected] 848-445-2893
Contact >>