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Advanced Pedestrian Safety Using Education and Enforcement In Advancing Pedestrian Safety Using Education and Enforcement In Pedestrian Focus Cities and States: North Carolina Technical Report Documentation Page 1. Report No. 2. Government Accession No. 3. Recipient's Catalog No. DOT HS 812 286 4. Title and Subtitle 5. Report Date Advancing Pedestrian Safety Using Education and Enforcement Efforts June 2016 in Pedestrian Focus Cities and States: North Carolina 6. Performing Organization Code UNC Highway Safety Research Center 7. Author(s) 8. Performing Organization Report No. Laura Sandt, James Gallagher, Dan Gelinne 9. Performing Organization Name and Address 10. Work Unit No. (TRAIS) University of North Carolina 11. Contract or Grant No. Highway Safety Research Center 730 MLK, Jr. Blvd. Suite 300, CB# 3430 DTNH22-09-H-00278 Chapel Hill, NC 27599-3430 12. Sponsoring Agency Name and Address 13. Type of Report and Period Covered National Highway Traffic Safety Administration Draft Final Report 1200 New Jersey Avenue SE. Oct 2009 – Sept 2013 Washington, DC 20590 14. Sponsoring Agency Code 15. Supplementary Notes Supported by a grant from the National Highway Traffic Safety Administration with additional funds from the North Carolina Department of Transportation. Several other current and former HSRC staff contributed to this effort, including Nancy Pullen-Seufert, Seth LaJeunesse, Max Bushell, Libby Thomas, Charlie Zegeer, Bill Hunter, Rob Foss, Laura Wagner, Jonathon Weisenfeld, Graham Russell, Mike Rogers, and Carol Martell. Credit goes to Nelson Holden, Artur Khalikov, Matt Evans, and Bryan Poole for their role in field data collection and entry. 16. Abstract The goal of this effort was to assist selected communities in North Carolina in implementing and evaluating education and enforcement activities. The team worked with communities in the Triangle area of NC to develop a comprehensive, community-wide pedestrian safety program. The program was influenced by an understanding of health behavior theories and best practices and informed by several data sources, including an analysis of pedestrian crash data, site visits, stakeholder input, and pedestrian safety action plans. The intervention used several strategies including radio ads, printed material, paid advertising, community engagement, earned media, and training of law enforcement officers to build their level of effectiveness in the project. Program evaluation included multiple measures, including tracking program implementation records, self-reporting by law enforcement regarding their knowledge, attitudes, and capacity, and driver yielding behaviors. Results identified significant use of paid media to spread pedestrian safety messages and large amounts of positive earned media coverage. The officer training course resulted in significant improvements in knowledge, self-reported behaviors, and capacity to perform enforcement operations to support the campaign. While first-year enforcement operations were noteworthy, more effort is needed to maximize the visibility of the enforcement and plan more routine, sustained efforts throughout the region. Driver yielding behaviors varied by location but significant changes from the pre- enforcement period to the post-enforcement period were not observed in the first-year time frame. The exception was at sites where law enforcement was at its highest intensity. Yielding rates were associated with site characteristics such as crossing placement and speed limits, and may be affected by seasonal trends. Lessons learned on program development and deliveries are provided. 17. Key Word 18. Distribution Statement Pedestrian safety, education, enforcement, evaluation, focus city Available to the public from the National Technical Information Service www.ntis.gov 19. Security Classif. (of this report) 20. Security Classif. (of this page) 21. No. of Pages 22. Price Unclassified Unclassified 390 n/a Form DOT F 1700.7 (8-72) Reproduction of completed page authorized i Table of Contents Background ................................................................................................................................................... 1 Project Goals and Activities .......................................................................................................................... 2 Project Focus Areas ....................................................................................................................................... 2 Literature Review .......................................................................................................................................... 4 Intervention Development ........................................................................................................................... 7 Pedestrian Crash Analysis ......................................................................................................................... 8 Site Visits ................................................................................................................................................... 9 Stakeholder Input ................................................................................................................................... 10 Safety Action Plans .................................................................................................................................. 10 Intervention Products ................................................................................................................................. 11 Campaign Materials and Media. ............................................................................................................. 11 Web Site .................................................................................................................................................. 15 Law Enforcement Training and Support ................................................................................................. 15 Evaluation Methods and Results ................................................................................................................ 16 Program Implementation Measures, Methods, and Results .................................................................. 16 Purchased Media ................................................................................................................................ 17 Earned Media ...................................................................................................................................... 17 Website Usage .................................................................................................................................... 18 Law Enforcement Operations ............................................................................................................. 18 Community Engagement Activities ..................................................................................................... 19 Law Enforcement Self-Report Measures, Methods, and Results ........................................................... 20 Observational Behavior Data Collection Measures, Methods, and Results ........................................... 24 Data Collection Approach ................................................................................................................... 24 Analysis of Driver Yielding Behaviors .................................................................................................. 25 Carrboro -- Sub Analysis ...................................................................................................................... 31 Other Behaviors Observed .................................................................................................................. 32 Discussion.................................................................................................................................................... 32 Evaluation Summary ............................................................................................................................... 32 Evaluation Strengths and Limitations ..................................................................................................... 33 Intervention Lessons Learned and Recommendations ........................................................................... 33 Conclusion ............................................................................................................................................... 36 References .................................................................................................................................................. 37 ii Appendix Directory Appendix A: Charlotte Crash Data Analysis Report ................................................................................... A-2 Appendix B: Raleigh Crash Data Analysis Report ....................................................................................... B-1 Appendix C: Community Site Visit Report Examples ................................................................................. C-1 Appendix D: Community Action Plan Examples ........................................................................................ D-1 Appendix E: Law Enforcement Operations Plan ........................................................................................ E-1 Appendix F: Law Enforcement Data Form ................................................................................................. F-1 Appendix G: Law Enforcement Questionnaire ........................................................................................
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