Pro Walk /Pro Bike ConferencePro Walk /Pro Bike ConferenceMadison, WIMadison, WI
September, 2006September, 2006
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Share The Road For A Healthy Maine
www.BikeMaine.org
National Strategies for Advancing
Bicycle Safety
1. Motorists will share the road
2. Bicyclists will ride safely
3. Bicyclists will wear helmets
4. The legal system will support safe bicycling
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1. Identify current STR
campaigns
2. Determine effective
means of educating
motorists & bicyclists
3. Utilize promotion &
marketing strategies
to reach specific
populations
4. Improve road safety
And…
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Project Partners
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Process, Implementation &
Lessons Learned Along The Way• Questionnaire
• Data collection & synthesis
• Message development
• Message testing
• Comparisons of Pre-test and Post-test
• Conclusions from campaign
Demographics
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PretestSubgroup
PosttestSubgroup
Young (15-24) 100 52
Elderly (64+) 35 31
Parent (w/children under 18) 139 109
Non-U.S. Born 84 64
All Others 130 95
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The Instrument…
What we wanted to know
• The most watched TV stations
• The most listened to radio stations
• The most read newspapers
• The most utilized community resources
• The best time of day to air ads
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What we wanted to know • What do motorists and bicyclists in the four
groups know about sharing the road?
• What motorist and bicyclist behaviors require the most attention?
• Rights and responsibilities?
• Demographic information
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Distribution Venues
• Bureau of Motor Vehicle offices (2)• AAA education classes• Maine Bureau of Highway Safety
education classes• Community centers• Seniors centers• Colleges & universities
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The Incentive…
Pre-test Results
• 33 different TV channels (affiliates & cable) watched
• 40 different radio stations listened to
• 42 different newspapers read
• 38 different towns represented in greater Portland
area
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Pre-test Results
• All sub-groups indicated same three most
watched TV channels
• All sub-groups indicated same three most read
newspapers
• Each sub-group indicated different most
listened to radio stations
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Pre-test Results
• I use head & tail lights at night
• I use hand signals when turning
• I wear a bike helmet
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Pre-test Results
• Before I open my door, I look for bicyclists
• When I make a turn, I yield to approaching bicyclists
• I honk at bicyclists when I come near them
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Message DeliveryTelevision (two stations)
• One ad for motorists• One ad for bicyclists
Radio (six stations, three languages)• Three ads for motorists• Two ads for bicyclists
Print - Same ad for three newspapersWeb - Web links on two TV stations’ web sites
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Messages
1. 115 television ads
2. 276 radio spots
3. 10 newspaper ads
4. 300,000 web impressions
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The Ads- Radio (Bicyclists 1)
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The Ads- Radio (Motorist 1)
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Car Safety Behavior difference from Pre-test to Post-test
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Bike Safety Behavior difference from Pre-test to Post-test
√
“Have you recently heard or seen anything about Share The
Road?”
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0 20 40 60 80 100 120 140
Television
Radio
Newspaper
Web
Other
Have Not SeenAnything
85
127
45
27
40
6
Out of 271 Respondents
√
“If you heard the share the road message, did it change
your awareness or behavior as a;”
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Behavior Change
0 10 20 30 40 50 60 70 80 90
Motorist
Bicyclist
Did Not ChangeBehavior
Did See or HearMessage
72
80
44
40
Behavioral Change by Sub-group
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Young (15-24)
(N = 52)
Elderly(64+)
(N = 31)
Parent(w/childrenunder 18) (N = 109)
Non-U.S.Born
(N = 95)All Others
(N = 95)
n n n n nMotorist
15 9 15 31 24
Bicyclist13 3 7 24 9
Did not changeawareness orbehavior
7 2 2 16 21
Did not see or hearmessage 15 8 29 30 30
Challenges
• Distribution and finding populations• New statewide BMV computer system• Focus groups problematic & expensive• Turnover at partner institutions• Adjustments and prioritizing commitments• Communication & timeliness
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The Ads- Video
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Next Steps
• Further scrutiny of data
• More ways to access respondents
• Electronic polling
•Statewide campaign
•Longer duration for campaign
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Share The Road
For A Healthy Maine