NYMTC Regional Pedestrian Safety Study - New York Metropolitan ...

5.3 Education
Education can have multiple roles. However, the most challenging role is to change pedestrian
and driver behavior. It is difficult to get the attention of adults to this issue, which they tend to
take for granted. Education of children for pedestrian safety is more likely to produce results.
Additional roles are to introduce and create acceptance of innovative measures, to inform local
officials of the importance of pedestrian safety considerations in planning, zoning, and other
decisions, and to add to the engineering and planning professionals’ level of expertise in
improving pedestrian safety. A good reference for education for pedestrian safety is the NCHRP
document, A Guide for Reducing Collisions Involving Pedestrians, Volume 10 of Guidance for
Implementation of the AASHTO Strategic Highway Safety Plan (Zegeer, Stutts, et al., 2004).
5.3.1 Changing Behavior
Public Relations Campaigns: If the campaign is to be effective, the objective, the audience,
and the message must be clear. The message will differ depending on the awareness of the target
audience. Zegeer, Stutts, et al. (2004) suggest that a public awareness campaign to increase
public concern about pedestrian safety should be the first step before trying to change pedestrian
or driver behavior.
FHWA has initiated a pedestrian safety campaign, which includes a “toolkit” of materials
(planning guide, public service announcements, brochures, and other materials)
(http://safety.fhwa.dot.gov/local_program/pedcampaign/index.htm).
Press Releases: Getting the news media to do stories on pedestrian safety would be more
effective than paid for spots; however, to interest the media in pedestrian safety, it needs a
“hook” that makes it newsworthy. One possible hook is the release of new data; for example, an
August 22, 2006, FHWA press release with the title “Rise in Motorcycle and Pedestrian Deaths
Led to Increase in Overall Highway Fatality Rate in 2005” announced the most recent FARS
result. Locally, a particularly serious or poignant pedestrian crash might be used effectively.
The implementation of an innovative measure could be used with the dual purpose of increasing
the public’s awareness of pedestrian safety and developing their understanding and acceptance of
the new measure.
Targeted Programs: Programs aimed at specific groups, such as children or seniors, can be
effective and easier to implement. There are several national program aimed at children,
including Safe Routes to School (which is supported by targeted funding in SAFETEA-LU),
Walk This Way (sponsored by Safe Kids and Federal Express), and
Walk You Child to School Program.
Educational programs for children may well be the most effective
way of changing behavior; the children are more open to the
message, and once the message has been learned, it may stay with
them for life. The children can also help to develop awareness
among adults; a particularly effective way of reaching parents is to
NYMTC Pedestrian Safety Study 88