The reports and campaigns reviewed provide insight into the development of the Marketing Plan. Although some reports and campaigns did not address pedestrian and bicycle s afety, the information about what types of messages and media are effective is still pertinent. Based on this review, the following recommendations are made:

• At the local level, identify the target audience, such as recent immigrants or parents of young children. Also, determine what the messages need to address (for example, public awareness of safety or unsafe behaviors). Then develop message content and delivery mechanisms that are appropriate for the audience.
• Incorporate a family perspective into the messages.
• Use a variety of media, such as television and fotonovelas, to deliver messages about pedestrian and bicycle safety.
• Disseminate messages in both Spanish and English.