National Pedestrian Safety Engineering Outreach Campaign 8:30 Session 1:
Technical Working Group II
Qualitative Research Session
March 26, 2002
The National Pedestrian Safety Engineering Outreach Campaign Technical Working Group II (TWG2) was composed of engineering and traffic safety experts from around the United States. This was the second meeting for the group, there were a few new members, but most of the participants were familiar with the project and arrived ready to work. The group met at Holiday Inn Capital in Washington, DC. All of the TWG members participated in the opening session, which began with introductions and statements of professional affiliation.
Session I: 8:30AM
During Session I, the group members introduced themselves. A personal statement made by Peter Moe of the National Center for Biking and Walking drew particular attention to a recent pedestrian fatality, and he emphasized the importance of TWG 2's work by offering that "we've lost the human quality to our downtowns and communities."
Review TWG1: Dr. Megan Sheehan reviewed the findings and recommendations from TWG1 for the group. Including:
- LISBOA has incorporated important TWG1 recommendations by:
- Targeting drivers more than pedestrians
- Avoiding PSAs that are too frightening
- Targeting important audiences
- and testing TWG1's potential campaign slogans.
- Two focus groups were added to the research plan as a result of TWG1 recommendations.
- The first target audience was selected to include pedestrians - working age adults ages 21-65, thus reaching children, elderly as they get older, etc.
- The second target audience was selected to include drivers - ages 18-25.
Next, Dr. Megan Sheehan and Ms. Juanita Panlener described the key findings from the 4 focus groups with drivers and pedestrians, which were conducted in December 2001, in Washington, D.C. and Los Angeles, CA.
- All of the pedestrians that LISBOA spoke with were concerned about being hit by a vehicle. They report this fear even though they were following the rules and doing everything that they were supposed to.
- The young male drivers, and other groups, found children's images and voices to be very effective and memorable.
- The groups reported being somewhat familiar with retro-reflective wear on exercise clothes, but reported that they would be unlikely to wear or think of wearing it when they are commuting.
- The groups reported emotional impact in an advertisement is effective. Explicit imagery is not necessary.
- Close calls or actually being hit by a car are a "ubiquitous experience"-people in the groups could relate to it personally.
- LISBOA's contract outlines 4 each of TV spots (2 x :15, 2 x :30), cinema spots (may be same concepts), posters, brochures, and 10 print PSAs. There was a discussion of the Contract Deliverables.
- Several TWG group members offered their experiences with PSAs.
- The focus groups preferred "Every seven minutes a pedestrian is killed or injured." The respondents found it an effective statistic.
- The goal of behavioral change versus education was discussed. LISBOA's goal is to promote education, to get viewers thinking about their behavior. Awareness leads to/builds behavioral change.
Ms. Geri Reinhart-Tse outlined the development of the PSA Concepts for the campaign.
- There were Four Key issues to be addressed in the campaign:
- Drivers yielding to pedestrians at turns
- Drivers yielding to pedestrians at marked crosswalks and unsignalized intersections (or mid-block crossings)
- Pedestrians understanding walk vs. don't walk signs.
- Encouraging pedestrians to wear retro-reflective clothing.
- LISBOA was also informed that the focus must be on engineering safety countermeasures.
Original Driver Concepts:
1) Photo Album
We see a woman sitting in a chair; the rest of the room is black. She is looking toward the camera as she tells her story about a car crash in which she killed a young child. She is obviously still emotional and shaken by the incident. While she is talking we see blurry images of a car turning into a crosswalk (this could be a mid-block crosswalk or intersection crosswalk), a mother is pushing a stroller. The image freezes on teddy bear flying in mid air from impact. The woman says something like, "I don't drink, I don't do drugs, and I wasn't speeding. I was just turning at an intersection. I looked to see if any cars were coming..." Then we see a Hispanic woman, sitting on a couch in a very modest living room. She is flipping through a photo album, tears streaming down her face. We see pictures of a newborn baby, baby's first birthday, out for a walk in the stroller, playing baseball with Dad, etc., while we hear the first woman continue, "I was in a hurry and I wasn't really paying attention, so I didn't see them in the crosswalk. I never thought something like this could happen to me." Cut to a shot of the two women standing together. Each deliver part of the tagline. The idea is that they have teamed up together to make an emotional appeal to the TV audience. The women say something like: "Please, stay alert. You never know who you might run into." (Or: And stay alert. Think of the impact you can make.) End with music and show U.S. Department of Transportation, Federal Highway Administration logo.
2) The Baseball Game
We see the same boy and his father leaving a Little League baseball game. They are excited because the boy hit a home run that day. We see them walking toward a different intersection than before. This time, the intersection has a light and traffic from all four directions. We see traffic heading toward the intersection. Cut to a shot from a driver's perspective, looking through the windshield, as he/she is heading toward the intersection. The light is red, so the driver stops. Cut to the father and son at the crosswalk, waiting for the signal to say, "Walk." Cut back to the driver's perspective again. The camera shows that the driver is looking forward, waiting for a gap in the oncoming traffic; we can also see the father and son waiting to cross. The light turns green and the driver begins to make a left turn. Cut back to father and son, where we see the flashing "walk" signal. Father and son look left, right, and left again, and begin crossing the street. Cut back to the perspective of the driver who is turning left. We hear the sound of screeching tires and we see a look of horror on the father and son's face. The camera freezes and the narrator says something like, "Every 7 minutes a pedestrian is killed or injured in a traffic accident. Make sure you yield to pedestrians. And stay alert. (Show warning sign for pedestrians crossing.) You never know who you might run into. (Or: And stay alert. Think of the impact you can make.) End with music and show U.S. Department of Transportation, Federal Highway Administration logo.
Note: There was a discussion over using the term "crash" or "accident" This issue was addressed later and the TWG suggested using "hit by a car."
3) Rushing To Work--
A mother is helping her child get ready for school. She is very meticulously checking/handing him his lunch, making sure he has his homework, is dressed properly, etc. The boy walks out the door. Cut to the woman heading to work, getting in her car. She is obviously in a hurry, not really paying attention. We see her make a left turn at a green signal without looking for people in the crosswalk. When she makes the turn we see the frightened face of her child (who is walking in the crosswalk). We hear the sound of tires screeching and the camera freezes. The narrator says something like, "Every 7 minutes a pedestrian is killed or injured in a traffic accident. Stay alert. (Show warning sign for pedestrians crossing.) You never know who you might run into. The life you save could be your own child." (Or: And stay alert. Think of the impact you can make.) End with music and show U.S. Department of Transportation, Federal Highway Administration logo.
Original Pedestrian Concepts:
4) Pied Piper
A beautiful woman is walking down the street. We hear catchy, upbeat music. She is walking/dancing to the music as she cruises down the sidewalk. few people recognize her and start following her. Then a few more people see her and start following too. By the time she gets to the intersection, a small crowd is close behind, dancing to the music with her. She arrives at an intersection and suddenly stops because the signal says "Don't Walk." The lyrics of the music begin to emerge-we hear short, catchy phrases that reinforce the crossing signal messages, (something like: "Walk. Don't Walk. Wait for the next light. That's right.") (Catchy phrases will be technically accurate and visuals that correspond to the phrase will be appropriate.) Some people in the crowd bump into her, and there is a domino affect. The signal then changes to "walk." The woman puts out her arms to hold back the crowd while she looks left, right, and left again, and then crosses the street. (Maybe add Birdseye POV of people entering the crosswalk and keeping within the crosswalk - lyrics reinforcing the message to stay in crosswalk) Again, the crowd follows her. Halfway across the street, the sign starts flashing, "don't walk." We see a close up shot of the flashing red hand. We see the beautiful girl glance at the flashing sign acknowledging the sign but keeps on walking. (Lyrics will reinforce the message of what to do once the crosswalk signal starts flashing) She continues across the street confidently. Everyone follows. We see a shot of feet dancing/walking in the crosswalk (not running or doing anything unsafe). And we see everyone makes it across before the signal changes. As we see them walk away, we hear a narrator say something like, "Every seven minutes a pedestrian is killed or injured in a traffic accident. Pay attention to the pedestrian signals. It could save your life. A message brought to you by..." Continue with music and show U.S. Department of Transportation, Federal Highway Administration logo.
Tagline: Stay Attentive at Crosswalks
Points discussed: Leave part of group behind at Don't Walk flashing
5) Retro-reflective Pied Piper-Importance and benefits of RR clothing
The same beautiful woman is getting ready to go out for a jog. We see her primp in the mirror before leaving her house. Once outside, it is dark, but we can see her because her outfit has retro-reflective materials on it. We see her jogging down the street. She meets up with other joggers. They begin jogging together. Cut to a bird's eye view of the scene and we see a variety of joggers wearing different colors. Cut to a shot from a driver's perspective, looking through the windshield-from far away, we can see the woman in retro-reflective clothing, but cannot see the others as well or at all. As some of the joggers run toward the car, we see them when they run under a street lamp or as they get much closer to the car. But the whole time, we can see the woman in retro-reflective clothing. From the driver's perspective, we zoom into the retro-reflective woman as we hear the narrator say something like, "When you're walking or running at night, appearance does matter. Cars can see you from a lot farther away if you are wearing retro-reflective clothing. So, go retro and get noticed." End with music and show U.S. Department of Transportation, Federal Highway Administration logo. Tagline: When You're Walking or Running at Night, Appearance Does Matter-Go Retro and Get Noticed
Idea mentioned: Can we drop "Retro" from "Retro-reflective"
6) Invisible Woman
A woman walks into her house with a bag from the pet store. She has bought the best of everything for her dog. She takes the items out one by one: dog food, dog treats, and a shiny new collar, leash and vest. She opens the package with the vest and we see "retro-reflective" on the packaging. Then she puts on a white runner's jacket and calls the dog. She puts the vest, collar and leash on him and walks out the door. Once outside, we see the woman and the dog going down the steps of the house and on to the sidewalk. (From this we can see the reflective material showing brightly on the dog). From here we change perspectives now to see the woman and her dog run towards the sidewalk and turning left onto the sidewalk (again showing off the reflective quality of the dog). From here the camera follows the path to the sidewalk and pivots around the woman and the dog once on the street. From here the camera moves backward with the woman and the dog in view but gradually getting small and far away even though they're jogging towards the camera. As the camera gets farther we see it's harder and harder to see the woman but we can see the dog via the retro reflective material. The camera keeps pulling back until it becomes obvious that you're looking at the woman and her dog from the interior of a car through the windshield. It should become obvious as well that it's very difficult to see the woman but easy to see the dog. The moment car interior comes into view we hear the narrator say something like, "When you're walking or running at night, appearance does matter. Cars can see you from a lot farther away if you are wearing retro-reflective clothing. Go retro and get noticed." End with music and show U.S. Department of Transportation, Federal Highway Administration logo.
7) Retro-reflective Play-by-play
Commentator - Pre-game chit chat style dialog. Here we're introduced to each of the different joggers each one getting ready to go out for a jog. Each jogger obviously concerned about safety and being seen out in the street at night.
Jogger 1 - decidedly chooses white clothing (jersey) as his main outfit for being seen. Commentators quickly offer comments - citing maybe why they think the jogger chose this and how they think it will perform on the road
Jogger 2 - the same as jogger 1 except with different clothes (fluorescent). Again, more commentary from the commentators.
Jogger 3 - Putting on retro reflective clothing. Commentators obviously excited about this... cites all the benefits of using retro reflective, why they think this will be a clear choice to be winner.
All three joggers come running out of the house and as we see them start jogging down the street we cut to the interior of an oncoming vehicle some distance away from the joggers which are approaching. From here we see that the retro reflective jogger is the clear winner in being able to be seen from a distance. The commentators excited about a no contest winner go on to say: "Jogger number one thought she had it right, but the truth is, wearing white doesn't help very much at night. Jogger number two had a good idea, but fluorescent colors can really only be seen during the day, and the reflective strips-well, unless a car's headlights are shining right at them, they're not very effective either. Now, jogger number three hit the nail on the head. She's wearing retro-reflective strips and those puppies can be seen by drivers much farther away than any other material." Then the narrator says something like, "When you're walking or running at night, appearance does matter. Go retro and get noticed." End with music and show U.S. Department of Transportation, Federal Highway Administration logo.
8) Jogging Partners
Two women are getting ready to jog together. Woman number one puts on a runner's jacket and running shoes with retro-reflective materials. Woman number two is dressed in white. Cut to the women outside jogging. It is dark and we can see woman number one because she is wearing retro-reflective clothing. The other woman has disappeared in the dark. Cut to a shot of a car heading toward the women. Cut to the driver's perspective, looking out the windshield. We can see retro reflective woman in the distance. The car gets closer to the women and slows down. The driver calls out to retro reflective woman, "Hi honey. I saw you from 3 blocks away!" Then he sees the other woman and says something like, "Oh, hi Nancy. Didn't see you there! Well, have fun." Driver pulls away. As the two women jog out of frame, we hear the narrator say something like, "When you're walking or running at night, appearance does matter. Cars can see you from a lot farther away if you are wearing retro-reflective clothing. Go retro and get noticed." End with music and show U.S. Department of Transportation, Federal Highway Administration logo.
10:15 Session 2
Dr. Sheehan and Ms. Panlener outlined the key findings and recommendations from the February 2002 driver and pedestrian focus groups.
- All of the pedestrians were concerned about being hit by a car. Not one pedestrian dismissed the fear.
- The pedestrians said that they did not think drivers were paying attention to pedestrians.
- The pedestrians stated that they follow all of the rules, but later rescinded and admitted to occasional rule breaking, such as crossing mid-block or not waiting until the walk signal, however, they still think they are behaving safely.
- Some pedestrians expressed concern over not having enough time to cross at crosswalks especially in busy intersections.
- The pedestrian participants had several suggestions for campaign slogans, including: "Be a Traffic Survivor," "Drivers-Don't Trust Them," "Light up the Night-Wear Reflective Clothing," and "Go With the Glow."
Pedestrian Concept Feedback
- Pied Piper - the focus groups felt that this concept may be too lighthearted, and that it did not fit with the seriousness of the problem. Frank Julian described getting similar feedback; in his campaign they went with more "gray, depressing" theme, but married that to another, lighter-hearted PSA. Later studies indicated that people remembered the lighter-hearted piece. (This was the spot with a car driving thru the office to demonstrate work zone safety). Valerie Edgar noted that visuals stick in the mind better than the audio messages. Stacy Vilas suggested using the Pied Piper concept with penguins that turn into people. Jennifer Gavin describes modifying the concept to a NYC model, with runway music, and perhaps using a designer to say, "2004 is the year of the Pedestrian." Another TWG participant offered the idea that people remember serious PSAs better, i.e. Crying Indian
- Invisible Woman-the participants did not like the "Go Retro" tagline. The focus groups thought that this concept also needed more impact. The focus group indicated that they would not wear retro-reflective wear until it is "cool." The TWG agreed that this is a major challenge, but would like to see cultural change on this issue, especially with average walkers, not just athletes, cyclists, etc. It was also noted that visibility must be worked in, not just retro-at least in print ads. Also, the TWG discussed the issue of availability: "Where do you buy retro-reflective clothing?" Cooperation with manufacturers would be ideal.
- Retro-reflective Play-by-Play-The focus groups liked idea of comparison of neon, white, and retro-reflective wear. They think retro-reflective materials makes a difference in visibility, but it is not something they would wear or could find in the marketplace.
Driver Concept Feedback
- The Baseball Game--The focus groups thought that the concept of the Dad and son leaving the baseball game was too predictable. They thought it could have had more impact if "you didn't see it coming." The TWG felt that the issue must be addressed that cars do not make drivers superior to pedestrians. Valerie Edgar brought up a commercial in which the "woman without a car picks up her kid at school" as an example of this mindset.
- Photo Album- The Photo Album concept received the most positive feedback from the focus groups. The groups suggested that we use different versions of the ad with overlapping voices, different types of drivers, etc. "This could happen to me" was reported to be an effective message with them. They also suggested that each PSA end with a child delivering the tagline. The TWG agreed that a child's voice is powerful. Deb Spicer asked whether these concepts would discourage pedestrians. Focus groups indicated that the PSA's would encourage people to be more conscientious. The "be alert when driving" message appealed to them, and the idea that you can change someone's life, or your own, was good. A suggested alternate ending for the spot was to have people/drivers in jail. Another suggested idea was portraying the driver being comforted by another person, feeling guilty for having made a grave mistake. The focus group respondents indicated that the campaign should make sure it is clear that the driver was not paying attention, although it should not necessarily blame the driver. Focus group members were confused as to pedestrian laws. Members of the TWG discussed the confusion regarding pedestrian laws and the differences between states. The TWG agreed that the point must be made that the driver is at fault when he/she does not yield to a pedestrian ("I just wasn't looking for a pedestrian" "I wasn't expecting to see a pedestrian" etc.) An IKEA commercial was mentioned because it presented the unexpected. The TWG wants to see a PSA that is not predictable. Stacy Vilas commented that she would like to see a PSA depicting a driver getting ticketed for not yielding to a pedestrian. Valerie Edgar described a study she did recently when not one driver yielded to policemen, to her or to any other pedestrians.
- Rushing to Work-The focus group's response to this concept was good overall, but not enthusiastic. The group stated that it must be clear that the victim is the driver's own child.
- Jogging Partners- One TWG participant suggested that one of the joggers could be revealed as the driver's wife. Another TWG participant raised the point that Government research indicates retro-reflective clothing may not be enough, and that the spot could also feature battery-powered flashing lights.
Based on the feedback from the February focus group participants, LISBOA revised the original themes and concepts. Ms. Geri Reinhart presented the new ideas to the group.
- The TWG was asked to keep the focus group research results in mind: the spots have to be simple and direct. The focus groups recommended using little setup of the setting, and suggested repeating the key message at the end. The participants recommended that the spots tell the audience exactly what they need to do and that they have strong emotional impact.
Revised Driver Concepts
1) Voices-Family Photos
We see a 40-year-old man standing beside a busy street with a framed photo of his young child. We hear him say something like, "I taught my son the traffic safety rules. He always walked in the crosswalk, looked both ways. As a driver, you should yield to pedestrians in the crosswalk, but you didn't. He would have been nine this year." Then we see an eight-year-old African American boy standing on a sidewalk at a busy intersection holding a framed picture of his father. He looks sadly into the camera as we hear his voice over muted traffic sounds. He says something like, "My Dad was walking to work. We were supposed to go to a baseball game that night. But you were in a hurry, and you didn't see him when you turned the corner." Finally, we see a seventy-year-old Hispanic woman standing alongside a busy street, holding a framed picture of her daughter, her face somber. She says something like, "My daughter always looked both ways before crossing the street. She was on her way to a friend's house, just a few blocks away. But you weren't pay weren't paying attention. The light changed and you looked for oncoming traffic before you turned, but you weren't looking out for her." Cut to shot of Pedestrian Warning sign while we hear a narrator say something like: "Every 7 minutes a pedestrian is killed or injured in a traffic accident. Stay alert. You never know who you might run into." End with music and show U.S. Department of Transportation, Federal Highway Administration logo.
2) Voices, Family Photos, Children. "Think of the Impact You Could Make"
We see a 40-year-old man standing beside a busy street with a framed photo of his young child. We hear him say something like, Johnny was street smart but the driver was not - he just did not yield to him in the crosswalk. - Then we see an eight-year-old Hispanic boy standing on a sidewalk at a busy intersection holding a framed picture of his father. He looks sadly into the camera as we hear his voice over muted traffic sounds. He says something like, "you drivers are always in a hurry, didn't you see him crossing when you turned the corner - who's going to take care of me now?" Finally, we see a seventy-year-old African American woman standing alongside a busy street, holding a framed picture of her daughter, her face somber. She says something like, "Karen was my hands and feet - The light changed and you looked for oncoming traffic but you weren't looking out for her." Cut to shot of the 3 persons saying "Stay alert. Yield to pedestrians." End with music and show U.S. Department of Transportation, Federal Highway Administration logo.
Note: TWG participants asked whether this tagline works for pedestrians.
3) Mother and Child. "I Never Thought Something Like This Could Happen to Me."
We see a mother with a five-year-old child about to enter a crosswalk. They have the "walk" signal. Holding the child's hand, the mother looks left, right and left again, then enters the crosswalk. Then, from a driver's perspective, we see the mother and child in the crosswalk. They get halfway across the street when we hear the sounds of tires screeching. Then, in slow motion, we see her perspective, looking at the car coming toward her. We hear the sounds of a crash and see the image of a teddy bear flying into the air. As soon as we see the terror on the mother's face, we hear a variety of voices, one-by-one saying things like: "I don't drink, I don't do drugs
, guess I just wasn't paying attention." We see the teddy bear land on the street; the voices continue, "I looked to see if any cars were coming... I should have yielded to them in the crosswalk." (We see visuals of a car about to turn, waiting for the traffic to pass.) Then all the voices say together: "I never thought something like this could happen to me." Cut to a shot of children crossing the street, the "Yield to Pedestrians" sign is clearly visible. We hear a child say: "Every 7 minutes a pedestrian is killed or injured in a traffic accident. Stay alert. Yield to pedestrians " End with music and show U.S. Department of Transportation, Federal Highway Administration logo.
Revised Pedestrian Concepts
4) Voices, Rushing to the game, with Police Officer.
We see a father and son walking down the street. The boy is wearing a little league uniform and carrying a baseball bat. They are about to reach an intersection. We see a car heading toward the same intersection. The father and son reach the intersection just as the signal changes from "Walk" to "Don't Walk." The father quickly looks left, right and left again, then grabs his son's hand and the two rush across the street. When they are about halfway across the street, we hear the sounds of tires screeching. They turn to see a car heading toward him, a look of terror on their faces. Then, in slow motion, we see the father and son's perspective, looking at the car coming toward him. We hear the sounds of a crash and see the image of the boy's baseball glove flying into the air. As it sails through the air, we hear a variety of voices, one-by-one saying things like: "I always look left and right before I cross the street. I'm a pretty cautious person. I saw the signal change, but I thought I had enough time to make it across. I cross at this intersection all the time. I always make it in time." Then all the voices say together: "I never thought something like this could happen to me." Cut to a shot of the crossing signal as it turns from "Don't Walk" to "Walk". We hear a child say something like: "Every 7 minutes a pedestrian is killed or injured in a traffic accident. Stay alert and obey the traffic signals. Think of the impact you can make." End with music and show U.S. Department of Transportation, Federal Highway Administration logo.
Or, open on the father and son rushing across the street-Don't Walk is clearly visible. There's the crash and the baseball glove in the air. Then cut to a police officer who explains what each of the signals mean. While the police officer is talking, we see visuals of people crossing at the crosswalk and obeying the signals.
Variation on above, where child explains rules to Dad. Same tagline.
We see firefighters on the scene of a fire, walking around in the dark. Their clothing shines in the dark, because it has retro-reflective materials on it. One fire fighter stops, turns towards the camera and starts talking. He says something like, "When you're a firefighter, it's important to be able to see people in the dark. So firefighters wear retro-reflective materials on their clothing." Cut to the firefighter in the station house, he is putting his uniform away. He picks up his backpack and heads for the door. He is wearing casual clothing. He steps outside and says, "When you're out at night, cars can see you from farther away if you're wearing this, and they can see you better than if you're wearing white. There are lots of ways to wear it (gestures towards his clothes-he's wearing several retro clothing items, such as a t-shirt with retro stripe, jacket, and running shoes.) "This shiny stuff saves lives and it could save yours". Cut to the U.S. Department of Transportation, Federal Highway Administration logo as we hear a narrator say, "Every 7 minutes a pedestrian is killed or injured in a traffic accident. Stay alert and stay visible. Think of the impact you could make."
At this point Stacy Vilas brought up her "Think of the Imprint you could make" piece coming up and suggested that it could tie-in here.
12:45 Session 3-Breakout Sessions
Joy Riddell made a brief presentation on Florida giveaway items (wristbands, etc.). Go to www.3m.com and firstname.lastname@example.org for info on who makes these products.
The breakout sessions were designed to allow small group interaction and feedback on the revised concepts. Each group then presented their comments to the larger group.
** See the attached table for breakout group feedback.
- LISBOA will critically evaluate TWG2 feedback and recommendations.
- Two additional focus groups will be held in order to test the revised concepts. After the concepts are tested, final revisions will be made and production will begin.
- An informational email will be sent containing final concepts to all members of the TWG. Participants will be asked to rate concepts. No new ideas will be accepted at that point.
- LISBOA will post materials on the company website as they are available.
- Radio spot concepts and subsequent testing is yet to occur.
- Comments about direction and progress:
- The TWG would like to see more focus on radio and print and with testing as well.
- The TWG would like to nationalize this campaign. The possibility of corporate sponsors was mentioned.
- The group discussed that the television concepts are the keystone to the project. Once the television concepts are finalized, they will shape the rest of the campaign components.
- Some members of TWG want the campaign to focus toward increasing walking and safe walking. LISBOA clarified that they are contracted to focus on engineering countermeasures. The Pedestrian Strategy Guide could address walking. A TWG member suggested that the recent "childhood obesity" stories are a good tie-in and hook for news media.
- The TWG would like to see more focus on radio and print and with testing as well.
- Ideally, the group would like to launch this in every state, by every state.
- Leverson will send an email asking everyone in the TWG group how they can best promote this campaign.
- Leverson will create small groups from the larger TWG team, let them pick leaders, and work on specific parts of this project.
- The group suggested that the Strategic Plan should incorporate costs incurred by pedestrian fatalities.
- LISBOA plans to hold focus groups by Mid-may.
- The third and final Technical Working Group meeting is scheduled to on August 13th in Washington, DC.
Breakout Session Discussion/Recommendations
FHWA National Pedestrian Safety Engineering Outreach Campaign, Technical Working Group 2
March 26, 2002
Suggested that wording should be added to say: "...but I should have seen the people in the crosswalk-why didn't I stop"
Recommendations for Modifications
Term for Crash
Suggestions for Addressing Driver Arrogance