SECTION 2: SAFETY PERFORMANCE MANAGEMENT COMMUNICATIONS TOOLKIT
This section describes each toolkit element, when and how to use each tool, the key messages and audiences related to each tool, and how to customize each tool to the agency's context.
TOOLKIT ELEMENT 1: DASHBOARD "REPORT CARD"
TARGET AUDIENCE: Technical Experts, Target Supporters, Media & Public, Target Approvers.
DESCRIPTION: The dashboard report card is a customizable graphic that displays progress being made on all five Safety Performance Measures and indicates whether targets are being achieved.
WHEN TO USE: Agencies and MPOs should update this graphic in "real time," or annually after progress has been evaluated. Dashboards serve as a way to share "how we're doing" with interested audiences. The graphics for each measure can be added to websites or placed in presentations or press releases to create visibility, generate discussion, and track progress.
HOW TO USE: Follow instructions within the Microsoft Excel tabs (one for each PM). Graphics will auto-populate and can be embedded into website content, used in memos and emails, or placed in other communication pieces.
Figure 2. Example of Fatality Performance Measure Graphic.
TOOLKIT ELEMENT 2: PRESENTATION SLIDES
TARGET AUDIENCE: Target Supporters, Media & Public.
DESCRIPTION: These slides communicate, inform, and remind viewers of the previous year's target-setting process and the results (if known or are being tracked in "real time"). They assist with soliciting input on:
- Refinements to the next year's target-setting process, including data elements used and analyses performed, stakeholders consulted, and reprioritization of program- level efforts and projects necessary to achieve the desired results.
- Potential refinements in practices that could help yield success.
- How these groups can affect target achievement.
- How to communicate rising targets (if applicable).
WHEN TO USE: Consider using slide decks at forums where stakeholders discuss how safety visions align, but also where opportunities for improved collaboration and refined practices exist.
HOW TO USE:
Fill in red colored textred text throughout slides with agency- or topic- specific speaking points.
Note: The slides are intentionally unformatted. This allows agencies to drop slides into agency or event branding, as developed by your communications team.
Figure 3. Presentation template and slides.
TOOLKIT ELEMENT 3: PRESS RELEASES
TARGET APPROVERS: Media & Public.
DESCRIPTION: Press releases communicate that the DOT, in collaboration with safety partners, has either (1) established safety performance targets or (2) is beginning the process of establishing targets.
Each press release directs readers to a website for more information, asks the public to contribute to the process, and encourages people to use safe biking, walking, and driving habits.
WHEN TO USE: Consider using a press release during target setting, after targets have been established, and potentially again after performance has been reported.
HOW TO USE:
Fill in red colored textred text with agency- or contact-specific information. Use the appropriate press release, depending on the phase of target setting.
TOOLKIT ELEMENT 4: MEMO TO TARGET APPROVERS
TARGET AUDIENCE: Target Approvers
DESCRIPTION: The memo summarizes activities and plans for the leaders in organizations involved in the target approval process.
WHEN TO USE: Consider developing memos when approvals are needed for the target-setting methodology and inputs, when making a recommendation as to stakeholders to be consulted, and to update leaders on the previous year's performance.
HOW TO USE:
Fill in red colored textred text with agency- or contact-specific information.
TOOLKIT ELEMENT 5: TALKING POINTS
TARGET AUDIENCE: Target Supporter, Media & Public.
DESCRIPTION: Talking points communicate the safety performance target setting process and achievement.
WHEN TO USE: Consider using talking points when short interactions take place with the public and target supporter groups. Their purpose is twofold: to support conversations on how each group can contribute to target achievement and to describe the performance measures themselves.
HOW TO USE:
Fill in red colored textred text with agency- or contact-specific information.
TOOLKIT ELEMENT 6: SOCIAL MEDIA KIT
TARGET AUDIENCE: Technical Experts, Target Supporter, Media & Public, Target Approvers.
DESCRIPTION: The social media kit communicates activities and updates during the three phases of the safety performance target-setting process (i.e., setting, performance, and achievement periods) using for example, Twitter, Facebook, or LinkedIn. Postings could also include graphics and hashtags, as appropriate.
WHEN TO USE: All stages of target setting.
HOW TO USE:
Fill in red colored textred text with agency- or contact-specific information. Be sure to update posts with correct links each year.
TOOLKIT ELEMENT 1: TARGET DASHBOARD
Create this dashboard gauge to visually represent how a State is performing in each safety performance measure, compared to baseline values and the established target.
The green colored textgreen range indicates the values from zero to the target set.
The yellow colored textyellow range indicates the values from the set target to the baseline value.
The red colored textred range indicates the values from the baseline to the maximum number of fatalities contributing to the 5 year rolling average.
Paste the graphic into any Microsoft program, or move it to a graphic program to create a jpg.
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TOOLKIT ELEMENT 2: PRESENTATION SLIDES
DOWNLOAD POWERPOINT TEMPLATE AND SLIDES: [ PPT, HTML ]
TOOLKIT ELEMENT 3: PRESS RELEASES
FOR USE DURING TARGET-SETTING
red colored text[STATE DOT] ASKS FOR PUBLIC INPUT ON SHORT-TERM ROADWAY SAFETY TARGETS MOVING TOWARDS SAFER ROADWAYS
As red colored text[STATE DOT] considers how we–and you–can make a noticeable reduction in roadway deaths and injuries, we ask for your suggestions and input. red colored text[STATE] is beginning its annual process to evaluate past efforts and future potential to establish and achieve safety performance targets for the following measures:
- Number of roadway fatalities.
- Fatality rate (accounts for changes in the number of miles driven).
- Overall number of roadway serious injuries.
- Serious injury rate (accounts for changes in the number of miles driven).
- The number of pedestrian, bicycle, and other nonmotorized roadway fatalities and serious injuries.
Please consider joining us in finding ways to bring our families, friends, and co-workers home safely every day.
For more information on red colored text[STATE DOT'S] safety performance progress or results, go to red colored text[LINK] or contact red colored text[NAME EMAIL PHONE].
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FOR USE AFTER TARGETS ARE ESTABLISHED
MOVING TOWARDS SAFER ROADWAYS
red colored text[STATE DOT] has set its red colored text[YEAR] annual safety performance targets as part of its long-term goal of reducing fatalities and serious injuries on our roadways. Safety performance targets are focused on making short-term progress toward the ultimate goal of zero roadway deaths, which means families, friends, and co-workers making it home safely every day.
Last year, red colored text[STATE DOT] red colored text[achieved/did not achieve] the established targets. As a result, red colored text[enter actions here].
For the upcoming year, red colored text[STATE DOT] has established the following targets through collaboration with statewide safety partners:
- red colored text["Reduce overall" or "Limit the overall rise in the"] number of roadway fatalities from red colored textXXX to red colored textXXX.
- red colored text["Reduce the" or "Limit the overall rise in the"] fatality rate (accounts for changes in the number of miles driven) from red colored textXXX to red colored textXXX.
- red colored text["Reduce overall" or "Limit the overall rise in the"] overall number of roadway serious injuries from red colored textXXX to red colored textXXX.
- red colored textserious injury rate (accounts for changes in the number of miles driven) from red colored textXXX to red colored textXXX.
- red colored text["Reduce" or "Limit the overall rise in the"] the number of pedestrian, bicycle, and other non-motorized roadway fatalities and serious injuries from red colored textXXX to red colored textXXX.
Working together, we will meet these targets. One of the most important things you can do is consider safety while driving, walking, and biking. Making conscious decisions to obey speed limits; wearing seatbelts; avoiding distracted driving, biking, and walking; and driving sober are crucial to achieving these goals. You also can get involved by red colored text[INSERT HERE] .
For more information on red colored text[STATE DOT'S] safety performance progress or results, go to red colored text[LINK] or contact red colored text[NAME EMAIL PHONE]. Your voice matters. Find out how you can be involved.
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TOOLKIT ELEMENT 4: MEMO TO TARGET APPROVERS
TO: red colored text[STATE DOT TARGET APPROVER(S) such as DOT Director, Commissioner, or Chief Engineer]
FROM:
DATE:
SUBJECT: APPROVAL OF SAFETY PERFORMANCE TARGETS FOR HIGHWAY SAFETY IMPROVEMENT PROGRAM ANNUAL REPORT
Each year, the Federal Highway Administration (FHWA) requires States to establish safety performance targets, as mandated by the Safety Performance Management Measures (Safety PM) Final Rule.1 These targets can be used to measure the performance of safety improvements implemented through the Highway Safety Improvement Program (HSIP). The overall goal is to significantly reduce fatalities and serious injuries on all public roads by creating a data-driven, performance-based HSIP. The targets, reported in the State's annual HSIP report, are due August 31 of each year.
Your approval is requested to help ensure red colored text[STATE] sets reasonable and achievable targets for the upcoming year.
Safety performance targets relate to the following five areas: (1) number of fatalities, (2) rate of fatalities per 100 million vehicle miles traveled (VMT), (3) number of serious injuries, (4) rate of serious injuries per 100 million VMT, and (5) number of non-motorized fatalities plus non-motorized serious injuries.
red colored text[DEPARTMENT or CONTACT NAME and TITLE] is requesting your approval regarding these targets for their inclusion into this year's HSIP report. As a red colored text[WHY WOULD THEY HAVE INTEREST], you hold interest in the red colored text[SETTING/OUTCOME]of these targets, and red colored text[DEPARTMENT NAME]wants to consider all scenarios before finalizing targets.
Currently, these are red colored text[STATE'S] rolling 5-year averages for each performance target:
| PERFORMANCE MEASURE | 5-YEAR ROLLING AVERAGES | TARGET RATIONALE | |
|---|---|---|---|
| red colored text[20XX – 20XX] BASELINE PERFORMANCE |
red colored text[20XX – 20XX] PROPOSED TARGET |
||
| Number of fatalities (per year) | red colored textXX | red colored textXX | |
| Rate of fatalities per 100 million vehicle miles traveled | red colored textXX | red colored textXX | |
| Number of serious injuries (per year) | red colored textXX | red colored textXX | |
| Rate of serious injuries per 100 million vehicle miles traveled | red colored textXX | red colored textXX | |
| Number of non-motorized fatalities and non-motorized serious injuries | red colored textXX | red colored textXX | |
If red colored text[STATE] is unable to meet at least four of the five targets, or if the performance outcome is not better than the baseline performance, red colored text[STATE] will be required to use obligation authority equal to the HSIP apportionment for HSIP projects only and submit an HSIP Implementation Plan.
Your input and approval is requested by red colored text[DUE DATE AND TIME] to red colored text[DEPARTMENT OR CONTACT NAME].
Any questions can be sent to red colored text[CONTACT FOR QUESTIONS].
1 The Safety PM Final Rule adds part 490 to Title 23 of the Code of Federal Regulations to implement the performance management requirements in 23 U.S.C. 150.
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TOOLKIT ELEMENT 5: TALKING POINTS
Target Audience: Media & Public
- Every year, approximately red colored text[Number] roadway deaths occur in red colored text[State]; the goal, however, is zero. Establishing and achieving safety performance targets is a way for us to monitor progress toward saving lives.
- If we do not achieve targets or make significant progress towards achievement, we must:
- Double-down on efforts to achieve next year's targets.
- Redirect funds toward safety-focused projects.
- You can help! Here is how:
- red colored text[Add ways for the public to get involved.] Examples: Get involved in SHSP emphasis area teams, roadway safety advocacy groups, MPOs, local groups, outreach activities, etc.
- EVERYONE has a role in getting fatalities to zero by making sound decisions as drivers, pedestrians, and bicyclists. Our individual actions affect other road users and impact our ability to achieve zero!
Target Audience: Target Supporter
- The goal is zero roadway fatalities. Establishing safety performance targets is a way for us to benchmark annual performance as we work to achieve the goal.
- States and MPOs are required to establish safety performance targets annually for:
- Number of fatalities.
- Rate of fatalities per 100 million vehicle miles traveled (VMT).
- Number of serious injuries.
- Rate of serious injuries per 100 million VMT.
- Number of non-motorized fatalities and non-motorized serious injuries.
- Safety performance management is a way to:
- Address roadway safety issues systematically using a data-driven, repeatable process.
- Provide key information to help decision makers understand the consequences of investment decisions across transportation assets or modes.
- Improve communications between decision makers, stakeholders, and the traveling public.
- Ensure targets are developed in cooperative partnerships and are based on data and objective information.
- How you and your agency consider and act on roadway safety topics matters! You can help by:
- Implementing cost-effective safety infrastructure and behavioral projects.
- Supporting roadway safety related projects (e.g., data improvements, education, etc.)
- You can contribute to establishing statewide safety performance targets by contacting red colored text[State or MPO Contact Name].
TOOLKIT ELEMENT 6: SOCIAL MEDIA POSTS
TARGET SETTING PHASE – BEGINNING OF THE YEAR THROUGH AUGUST
- Your State is making New Year's resolutions by setting safety performance targets for this year. Learn more: red colored textLINK
- Give red colored text[STATE'S] safety goals a road map. Choose your course at: red colored textLINK
- Set performance targets and make red colored text[STATE'S] roadway safety goals a reality. Set your goals at: red colored textLINK
PERFORMANCE PHASE – THROUGHOUT THE YEAR
- How many lives will you save in 20red colored textXX? Set a goal, make it a reality. Set your safety performance targets here: red colored textLINK
- Write your friends a commendation dated 20red colored textXX. How many lives will you have saved? See how our safety performance targets measure up here: red colored textLINK
- Do you drive with safety in mind? red colored text[STATE] is working to lower fatality and injury numbers – and your decisions make a difference! red colored textLINK
- Keys, wallet, cape… Be a superhero behind the wheel! Learn how to help red colored text[STATE] save red colored textXX lives and prevent red colored textXXX injuries this year: red colored textLINK
- Be the change you want to see in that other driver. Learn how to help red colored text[STATE] save red colored textXX lives and prevent red colored textXXX injuries this year: red colored textLINK
ACHIEVEMENT PHASE – AFTER DETERMINATIONS ARE FINALIZED
- What gets measured gets done. We reached our lifesaving targets on red colored text[STATE'S] roadways this year! See for yourself: red colored textLINK
- The results are in. red colored text[STATE] red colored text[DID/DID NOT] achieve last year's safety performance targets. red colored textLINK
(Attach image of Toolkit Element 1 Dashboard)
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Facebook / LinkedIn
TARGET SETTING PHASE – BEGINNING OF THE YEAR THROUGH AUGUST
- red colored text[STATE] has joined the nation in moving toward zero injuries & fatalities on our roadways. See our safety performance targets & join the lifesaving effort! red colored textLINK
- Make roadways safer for your neighbors. See red colored text[STATE'S] safety performance targets and pledge to become a lifesaver today! red colored textLINK
- We know how to move towards zero deaths on red colored text[STATE] roadways! Learn how you can help us lower fatalities and serious injuries – and how we're watching out for you! red colored textLINK
PERFORMANCE PHASE – THROUGHOUT THE YEAR
- red colored te[STATE'S] first set of roadway safety performance targets was set for 2018. See how we stack up against the rest of the nation! LINK
- Do you drive with safety in mind? Making safer decisions on roadways helps lower red colored text[STATE'S] fatality and serious injury rates. LINK
- Five things you can you do today to help achieve safety performance targets in red colored text[STATE]:
- Wear a seatbelt.
- Drive the speed limit.
- Be mindful of pedestrians and bicycles.
- Don't get behind the wheel if you are exhausted or impaired.
- Pay full attention to the driving task.
- Who knew being a superhero was so easy? See how your decisions help us save lives and prevent injuries here: red colored textLINK
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