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Students from WVU's Department of Communication were invited in May to present their research on pedestrian safety to the City of Morgantown. An overview of their data is presented in this presentation.
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Pedestrian Safety Assessments and Observations
Comm 509:
Health Communication Dissemination
Spring 2012
A pedestrian or bicyclist is killed every 4 minutes1
More than 30,000 injuries in 20092
More than 4,000 fatalities in 20092
Individuals aged 18-25 have the highest rates of pedestrian-related injuries and fatalities3:
Pedestrian Safety Background
1Short, J. R., & Pinet-Peralta, L. M. (2010). No accident: Traffic and pedestrians in the modern city. Motilities, 5, 41-59. doi:10.1080/17450100903434998
2National Highway Traffic Safety Administration (NHTSA). (2009). Traffic safety facts. Retrieved January 25, 2012, from http://www-nrd.nhtsa.dot.gov/Pubs/811394.pdf
3Redmon, T. (2003). Assessing the attitudes and behaviors of pedestrians and drivers in traffic situations. Institute of Transportation Engineers Journal, 73, 26-30.
Save a Life
Presented by:
Melissa Ceo
Speeding is the third leading cause of car crashes4
– In West Virginia, 356 fatalities were due to speeding in 20094
– Nationally, ~13,000 fatalities occur annually4
Texting while driving increases the chance of a crash by 23 times4
Save a Life: Background
4National Highway Traffic Safety Administration (NHTSA). (2009). Traffic safety facts. Retrieved January 25, 2012, from http://www-nrd.nhtsa.dot.gov/Pubs/811394.pdf
Survey (167 participants) Focus groups (13 participants) 2 individual interviews
Save a Life: Methods
Speeding Findings– 48% of survey respondents indicated they would
speed in the next year– 100% of focus group participants stated speeding is
common in Morgantown Texting Findings
– Approximately 60% of survey respondents reported they would text while driving in the next year
– 77% of focus group participants also indicated that they have texted while driving and 62% will continue to do so
Save a Life: Formative Research Results
Save a Life: Message
Did you know?
Speeding is a major
contributing factor in 31% of
all fatal crashes.Save a life.
Don’t speed and drive.
Please Cross Responsibly
Presented by:
Nick Coradetti
Audience Analysis– 200 intercept surveys– 3 focus groups (14 participants)– 1 individual interview
Message Testing– 2 focus groups (9 participants)
Please Cross Responsibly: Methods
Survey Participants 27% reported they think cell phone use is
risky for pedestrians 91% admitted to talking on a cell phone
while walking 93% admitted to texting on a cell phone
while walking
Please Cross Responsibly: Results
Focus Group Participants 100% admitted to engaging in distracted
walking 100% agreed they were capable of
avoiding distracted walking 100% reported they must feel threatened
or be personally affected to avoid distracting behaviors
Please Cross Responsibly: Results
Please Cross Responsibly: Campaign
Give Drivers a Hand
Presented by:
Alannah Maxwell
Intent to cross is difficult to recognize Intervention in Dartmouth, Nova Scotia
– “Increasing Driver Yielding and Pedestrian Signaling with Prompting, Feedback, and Reinforcement”5
• Increased yielding and signaling by 20%• Implemented on two dangerous streets• Similar size and population as Morgantown
Give Drivers a Hand: Background
5Van Houten, R., Louis Malenfant, J. E., & Rolider, A. (1985). Increasing driver yielding and pedestrian signaling with prompting, feedback, and enforcement. Journal of Applied Behavior Analysis, 18, 103-110
Crosswalk observations (10 hours) Intercept interviews with pedestrians
(99 participants)– Crossing behaviors– Beliefs about safety– Attitude toward signaling– Perceptions of most/least likely to yield
Give Drivers a Hand: Data Collection
45% of drivers actually yielded at crosswalks– 38% of pedestrians believed drivers typically
yield 18% of pedestrians reported being hit 65% reported near misses 77% reported willingness to use a hand
signal– 75% reported that it would be easy to remember
Give Drivers a Hand: Observational Research and Onsite Interview Results
Tagline:
Give Drivers a Hand
Pamphlet:
5 Great Reasons to Yield to Pedestrians
Give Drivers a Hand: Messages
For more information, please contact:– Save a Life
• Melissa Ceo, Zac Goldman, Brittany Swope, Anna Wagenhouser
– Please Cross Responsibly• Nick Coradetti, Rebecca DiClemente, Kaitlyn Gibbons, Jessica Kirk
– Give Drivers a Hand• Shelly Dusic, Alannah Maxwell, Erik Neville, Melody Thomas
– Course Instructor• Maria Brann
– [email protected]– 304.293.3905
Questions and/or Comments