Pro Walk /Pro Bike ConferencePro Walk /Pro Bike ConferenceMadison, WIMadison, WI

September, 2006September, 2006

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Share The Road For A Healthy Maine

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National Strategies for Advancing

Bicycle Safety

1. Motorists will share the road

2. Bicyclists will ride safely

3. Bicyclists will wear helmets

4. The legal system will support safe bicycling

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1. Identify current STR

campaigns

2. Determine effective

means of educating

motorists & bicyclists

3. Utilize promotion &

marketing strategies

to reach specific

populations

4. Improve road safety

And…

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Project Partners

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Process, Implementation &

Lessons Learned Along The Way• Questionnaire

• Data collection & synthesis

• Message development

• Message testing

• Comparisons of Pre-test and Post-test

• Conclusions from campaign

Demographics

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PretestSubgroup

PosttestSubgroup

Young (15-24) 100 52

Elderly (64+) 35 31

Parent (w/children under 18) 139 109

Non-U.S. Born 84 64

All Others 130 95

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The Instrument…

What we wanted to know

• The most watched TV stations

• The most listened to radio stations

• The most read newspapers

• The most utilized community resources

• The best time of day to air ads

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What we wanted to know • What do motorists and bicyclists in the four

groups know about sharing the road?

• What motorist and bicyclist behaviors require the most attention?

• Rights and responsibilities?

• Demographic information

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Distribution Venues

• Bureau of Motor Vehicle offices (2)• AAA education classes• Maine Bureau of Highway Safety

education classes• Community centers• Seniors centers• Colleges & universities

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The Incentive…

Pre-test Results

• 33 different TV channels (affiliates & cable) watched

• 40 different radio stations listened to

• 42 different newspapers read

• 38 different towns represented in greater Portland

area

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Pre-test Results

• All sub-groups indicated same three most

watched TV channels

• All sub-groups indicated same three most read

newspapers

• Each sub-group indicated different most

listened to radio stations

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Pre-test Results

• I use head & tail lights at night

• I use hand signals when turning

• I wear a bike helmet

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Pre-test Results

• Before I open my door, I look for bicyclists

• When I make a turn, I yield to approaching bicyclists

• I honk at bicyclists when I come near them

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Message DeliveryTelevision (two stations)

• One ad for motorists• One ad for bicyclists

Radio (six stations, three languages)• Three ads for motorists• Two ads for bicyclists

Print - Same ad for three newspapersWeb - Web links on two TV stations’ web sites

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Messages

1. 115 television ads

2. 276 radio spots

3. 10 newspaper ads

4. 300,000 web impressions

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The Ads- Radio (Bicyclists 1)

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The Ads- Radio (Motorist 1)

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Car Safety Behavior difference from Pre-test to Post-test

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Bike Safety Behavior difference from Pre-test to Post-test

√

“Have you recently heard or seen anything about Share The

Road?”

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0 20 40 60 80 100 120 140

Television

Radio

Newspaper

Web

Other

Have Not SeenAnything

85

127

45

27

40

6

Out of 271 Respondents

√

“If you heard the share the road message, did it change

your awareness or behavior as a;”

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Behavior Change

0 10 20 30 40 50 60 70 80 90

Motorist

Bicyclist

Did Not ChangeBehavior

Did See or HearMessage

72

80

44

40

Behavioral Change by Sub-group

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Young (15-24)

(N = 52)

Elderly(64+)

(N = 31)

Parent(w/childrenunder 18) (N = 109)

Non-U.S.Born

(N = 95)All Others

(N = 95)

n n n n nMotorist

15 9 15 31 24

Bicyclist13 3 7 24 9

Did not changeawareness orbehavior

7 2 2 16 21

Did not see or hearmessage 15 8 29 30 30

Challenges

• Distribution and finding populations• New statewide BMV computer system• Focus groups problematic & expensive• Turnover at partner institutions• Adjustments and prioritizing commitments• Communication & timeliness

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The Ads- Video

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Next Steps

• Further scrutiny of data

• More ways to access respondents

• Electronic polling

•Statewide campaign

•Longer duration for campaign

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Share The Road

For A Healthy Maine