PRAD 392 – Account Planningwith Professor Windels September 22, 2011
By Liz Carr + Nick PintoBrenda McQuade + Alex Richmond
& Jamie Torano
Researching for City of Chicago for their 2011-2012 Pedestrian Safety Campaign
To reduce vehicle-pedestrian related injuries and fatalities
http://www.youtube.com/watch?v=Pt-rCE6LN2g
Learn who is most likely to fall victim to a vehicle accident while crossing
This will be accomplished through behavioral observation and analysis
Group and individual observations (qualitative research) and quantitative research from a recent City of Chicago study
Locations: Clark & Fullerton 5:30 pm weekday Madison & State 5 pm weekday Jackson & State 10 am weekday Randolph & Michigan 3 pm Saturday Armitage & Sheffield 3pm weekday
Over 80% of vehicle-pedestrian accidents happen at intersections while pedestrians have the walk signal
“78% of all crashes and 80% of fatal and serious crashes occurred within 125 ft. of the midpoint of an intersection”
Accidents between 2005 and 2009 — 17,487 crashes involving 18,377 pedestrians
Individuals ages 15-18 are most likely to be victims #1 cause: Drivers failing to yield to pedestrians City plans for more police enforcement on vehicles to
yield to pedestrians: Is it enough?
Source:City study: Chicago pedestrians in crosswalks are in cross hairs A new study finds that most people hit by cars in the city are in a crosswalk, Chicago Tribune, August 15, 2011
The five of us observed ~500-600 in areas of Chicago
These types of people observed include: The Dare Devil The Putzer Tourists, “Out-of-Towners” Runners The “9-5” Professionals
First to beat the crowd when light turns white
Last ones running when flashing red hand signals
Usually alone Focused on getting
from point A to B Likely to J-Walk
Crosses with a carefree attitude
No rush to be anywhere
Typically carrying something
Unaware of surroundings
Most likely to be robbed or hit by a car
Snap happy tourists seen with camera in hand
Travel in large groups, often with many family members
Not used to crossing the street: focused on their family crossing inside the white lines on time
Photograph tall buildings, sometimes while IN the crosswalk
Basically focused on his or her workout Tries to avoid other pedestrians Often resumes jogging once the opposing
traffic’s light turns yellow or sooner Impatient when stopped at the crosswalk
The city folk: No rush to be
anywhere Join forces with
another worker to walk home
The group with the highest risk to become a victim of vehicle-pedestrian accident is… The Putzer
These individuals are slow and inattentive to surroundings The Putzer’s behavior, along with the City of
Chicago’s study results suggest that drivers are also unfocused, unaware which may leads to a dangerous situation.