CITY OF LOS ANGELES INTER-DEPARTMENTAL CORRESPONDENCE
~! '
Date: September 2, 2005
To: The Honorable City Council C/o Ci y Clerk, Room 395 Atten on: Honor ble Wendy Greuel, Transportation Committee
From:
Subject: ch the Road {WTR) Quarterly Report {April -June 2005)
RECOMMENDATIONS
That the City Council Note and File this report, inasmuch as this report provides information only and no Council action is required.
SUMMARY
In May 2004, LADOT launched a traffic safety program called Watch the Road. This public safety campaign has three primary components: public education via mass marketing coordinated enforcement and stringent monitoring.
For the monitoring component, after 15 months of the mass marketing/ outreach effort, two telephone surveys demonstrate that traffic safety advertising has been effective in reaching the public. The unaided recognition rate for traffic safety messages increased from 24% in January 2005 to 34% in June 2005. Most importantly, these numbers increased in statistically significant amounts within Watch the Road's targeted high-risk demographics. Additionally, total awareness (unaided + aided) increased to above 50% in primary traffic safety areas such as buckling up, DUI, inattentive driving, red light running and jaywalking. All of these topics were areas of focus during the six months preceding the survey in late June 2005.
The second method of program evaluation is "on-street behavior" assessment. Over 80% of locations being monitored for speed showed improvement. All but one location within the City of LA showed improvement. The results of the seven other behaviors being studied are forthcoming. The results of the awareness survey and the speed survey are included as Attachments A and B, respectively.
For the enforcement component, LADOT and LAPD have begun to work together to target various behaviors for the balance of the. campaign. Rigorous neighborhood speeding enforcement is scheduled for September 2005. DUI, buckling up and red light enforcement will be coordinated with national campaign timelines, etc. The potential also exists to enforce speed racing in a coordinated program during 2006. Honorable City Council Page 2 September 2, 2005
DISCUSSION
Program Assessment
A telephone survey conducted in January 2005 showed that one in four Angelenos (24%) recognized traffic safety messages on an unaided basis. The same survey conducted in June 2005 showed that this figure increased to one in three (34%). Most importantly, these numbers increased in statistically significant amounts within Watch the Road's targeted high-risk demographics.
Additionally, total awareness (unaided+ aided) increased significantly among the following issues: Buckling Up (89% in June 2005 vs. January 2005), Driving Under the Influence (87% vs. 73%), Inattentive Driving (70% vs. 60%), Red Light Running (66% vs. 48%) and Jaywalking (58% vs. 48%). All of these topics were areas of focus during the six months preceding the survey in late June 2005.
LADOT is also conducting "on-street behavior" assessments. Although results are not in for all eight behaviors being monitored, the one for speeding at fifteen locations countywide shows significant results. Over 80% of locations being monitored for speed showed improvement. All but one location within the City of LA showed improvement. For LA City locations showing improvement, results ranged from a decrease of one percent to a decrease of 15% for vehicles traveling 10 mph over the speed limit.
Although speed reductions cannot be attributed directly to the campaign, these results are heartening, especially when taken in context with the increased traffic safety message recognition rates identified above. The final method for program effectiveness is to monitor crash data. Significant time has not lapsed to present results in this · category. Results for this are expected in 2006.
POGRAM UPDATE
Mass Marketing
For the period October through December 2004, WTR aired modest radio commercials on KPWR (106 FM), KROQ (106.7 FM) and KLVE (Spanish 107.5 FM). Starting January 2005, along with the above two English stations, WTR also made purchases on the following stations: KHHT (92 FM), KIIS (102.7 FM), KKBT (100.3 FM), KSSC/KSSD/KSSE (Spanish 107.1 FM) and KPCC (89.3 FM). Additionally, spots aired on 30 various AM and FM radio stations in conjunction with traffic reports provided by Metro Networks.
PSAs produced in conjunction with IT A/Channel 35 continue to air on over 25 government access cable stations or bulletin boards throughout the county with our partner cities, such as Alhambra, Azusa, Burbank, Calabasas, Cerritos, Commerce, El Segundo, Gardena, Glendale, Hidden Hills, Lancaster, Long Beach, Monterey Park, Pasadena, Santa Clarita, Torrance, Whittier, LAUSD TV and LA City's Channel 35. Our partners at CHP broadcast WTR messages during FOX news traffic reports and on dozens of their participating radio stations. Honorable City Council Page 3 September 2, 2005
Outdoor print ads also continue to run with in-kind participation from Metro and a significant 2005-06 campaign is being supported by Santa Monica Big Blue Bus. The bulk of the bus exterior ads run on 309 LADOT DASH and Commuter Express buses. Also, bus shelter ad space is provided for free by our partners at Viacom Decaux.
Community Outreach
During this quarter, staff made approximately one presentation weekly, includin~ those at the Harbor City Neighborhood Council; Sylmar HS Community Showcase; 2n Annual Traffic Safety Fair; Congress of Neighborhoods at the Convention Center; UCLA; etc.
Also during this ~uarter, WTR got its message out to over 40,000 participants when it sponsored the 15 Annual Watch the Road Day at Dodger Stadium. Over 500 students participated in a traffic safety curriculum and entered ·a traffic safety slogan 1 contest. Danny Campos, a 5 h grader from CD?, was the winner of the English slogan contest with the phrase "Don't let safety take a holiday." There were numerous other wonderful entries from the other 500 participants, and the Los Angeles Dodgers recognized WTR in an on-field recognition ceremony.
Staff placed another order for 10,000 yard signs since the first 5,000 free yard signs were easily "sold out" when release last quarter. Signs and other materials can be requested by visiting WatchTheRoad.org.
NEXT STEPS I UPCOMING EVENTS
It is vital to move forward with the next phase of the campaign: coordination of education activities in conjunction with traffic law enforcement. LADOT and LAPD met to determine a "battle plan" for deploying traffic safety enforcement resources for next quarter to deter speeders. Subsequent ongoing meeting will develop a timeline for late 2005 and throughout 2006 for enforcing other bad roadway behaviors.
Staff continues to work on expanding community involvement in this campaign. For next quarter, staff will place additional focus on the 41 neighborhood councils (out of 86) that signed up for the neighborhood traffic safety program. Neighborhood Councils will be given location specific yard signs and enforcement will be requested at identified neighborhood speeding locations.
C: Chief Gascon, LAPD
Attachments Attachment
II
Transportation Tracking Study Los Angeles County Waves 1 &2
Prepared for: los Angeles Department of Transportation
' ,3,Hr 11 Rt::':::.~~ 1f }1 r_., h,c• •. \JS l•,r
Background/Methodology II
• The Los Angeles Department of Transportation and Operation Traffix commissioned Garda Research Associates, Inc. to conduct an Advertising Tracking study In 2005. The objective of the study is to measure the impact and effectiveness of traffic safety messages targeted against residents of Los Angeles County who use some form of transportation.
• The first wave of interviews was condudl!d between January 17-31, 2005. The second wave was condudl!d from June 2.8-July 12, 2005. A third wave IS b!ntatively scheduled for October, 2005. .
+ For both waves, just over 500 Interviews were completed via telephone from our Burbank caH center utilizing a computer assisted telephone interviewing system (CAli).
+ A random digit dial sample was drawn from Los Angeles County residents.
+ In order to qualify for participaUon, respondents had to be at least 18 years of age and use any mode of transportation regularly.
+ Just over half of the interviews for both waves were condudl!d in Spanish. The remaining interviews were conducted In English.
+ The sample is split fairly evenly between males and females.
1 Overall Summary
• The data suggests that baffic safety~~!~ ~ ~ eff~ ~ ~!99~-~ portion of ;'-hea~%:.!~~~n.~~~i:~·~';;;~.fA~~~·~=~ ~Js:~~~,J.IJ!!IIaij~·rir~;a9e.,IKI-·~··ry...... • "Not bucldi~ ~p· appears tD be. the issue that~ mOst cYi~i1,'~11y among the English-speaking respondents. Significant Increases on both an unaided and total basis were driVen by the English-speakers. Downl:oM1 visitors also recalled "not budding up" significantly more often on an unaided basis. • Among the youngest portion of the sample, "Driving under the Influence-" was the Issue that resonated most. Unaided awareness for this issue lnaeased among the 18 to 24 and 18 to 34 year old groups. Respondents 35 and over were much less likely to have recalled •driving under the Influence. • • Totll awareness lnaeased for vlrtuaUy all of the traffic safety issues tflat were tested. Those tflat reached statistical significance included driving under the influence, lnal:l:entNe driving, running red lights and jaywalking. • "'You drink and drive, you lose" and "click it or ticket" were the advertising slogans recalled most. R«aal of the drinking slogan improved significantly from January on an unaided basis, primarily among Spanish-speakers and respondents over 35. • Total awareness also improved significantly for the slogans "'t's better to lose one minute of your life... , • "look before you cross ... • and "Wati:h the road."
Overall Summary • Freeway and changeable message signs were mentioned significantly more often this wave as the source of the tralllc safety ads. Other sources Rice television, radio, bus exterior and Interior remained unchanged while bRiboards and newspapers/print decreased. • Most respondents agree tflat tralllc safety message are important. However, perception of these ads has changed somewhat among the Spanish-speakers; significantly fewer think that the ads help to remind people to drive safely and more believe tflat they are generally ignored and unnecessary. More of the English-speakers believe tflat the ads can be seen In many places. Jk
2 El
Data by Total Sample It Language of Intetview
Summary El Aware of Ads/Messages + More respondents this wave claimed to be aware of advertising or messages about tr.rlflc safety. Among the total sample, the proportion increased signlflcantly to 34% compared 24% In January. Increases were seen for both English-speakers (29% vs. 23%) and Spanish speakers (39% vs. 25%), with the latter group reaching statistical significance. Awareness of Trafflc Safety Issues • •Not buckling up" was the tr.rlflc issue recalled most often on an unaided basis as It increased significantly from the January wave (33% vs. 19%). This change was driven by a significant jump among the English-speakers (42% vs. 16%). Recall for the issue among Spanish-speakers increased slightly (26% vs. 22%).
• Total awareness (unaided + aided) inaeased significantly among the following safely Issues; - Not buckling up (89% vs. 78%) - Driving under the Influence (87% vs. 73%) - Inattentive driving (70% vs. 60%) - Running red lights (66% vs. 48%) - Jaywalking (58% vs. 48%)
• Most of these inaeases seen in the total sample were driven by the English-speaking respondents.
3 Summary El Awareness of Message/Slogan • Both unaided and total awareness was highest for the slogans "You drink and drive, you lose" and "CCick It or ticket": - Unaided mentions of "You drink and drive, you lose" Increased significantly from January (20% vs. 12%). This Increase came primarily from the Spanish-speakers (22% vs. 9%). - Unaided recan for "CClck it or ticket"' was slmDar to that of "You drink and drive, you lose" (19%). The English-speakers were far more 6kely to have recalled the sealbelt slogan (30% vs. 11% for Spanish stieakers). - Total awareness for "You drink and drive, you lose" remained relatively unchanged (79%) and even with "CCick It or ticket. • - "Watdl for kids" (72%) and •ute is Important. drive responsibly'" (71%) were not far behind In total awareness.
• The following slogans experienced significant Improvement on a total basis: - "'t's better to lose one minute of your life... " (68% vs. 58%) - "look before you cross ... " (62% vs. 53%) - "Watdl the road"' (59% vs. 47%)
Summary El Source & Language of Advertising • Mentions of freeway/changeable message sign nearly doubled this wave (34% vs. 19%). This level was even among both English and Spanish speakers. • Significant decreases were seen for billboards (24% vs. 31%) and newspaper/print (8% vs. 14%). . • .Arrlclngtlle,~!~/~li'kii~ilti;teCJili~;~~~~ad~entheadvertlslngin ~~~-:~~;cf,~~;~.;·~~?§'(;::i,,;.·· •1 Agreement with Tralfic: Safety Jssue Messages • As In the previous wave, these respondents feel that traffic safety messages are very Important (87% agree completely), help to remind people to drive safely (81%) and should be more visible around town (81%). • Significantly more respondents agreed that they can be seen in many places (60% vs. 53%). r This change came solely from the English-speaking respondents (53% vs. 39%).
How to Drive/Cross street Safer • Significantly more respondents this wave said that people need to pay attention to the road and their surroundings (33% vs. 28%) and fewer said that people need to obey signsfllghtsflaws (23% vs. 32%). Both changes were driven by the Spanish-speakels.
4 Aware of Messages/Ads for Traffic Safety Issues in Past Few Weeks (Unaided) 100%.------.
BJanuary oJune I
Tolal English Spanish Jan. (505) (244) (261) June (502) (229) (273)
Recall ofTraffic Interview Language Safety IsSues Total sample English Spanish (ui)aided) January June January June January June (n =Aware of messages/ads on (120) (In) (56) (66) (64) (106) unaided basis) % % % % % % Not buckling up 19 33* 16 42* 22 26 DrMng under the influence 18 23 18 27 19 20 Speeding 13 15 9 14 17 15 Inattentive driving 9 8 4 5 14 10 Aggressive driving 3 5 4 5 3 6 Running red lights 3 5 2 - 5 9 Jaywalking 3 4 2 2 3 6 Walking without looking 1 4 - 2 2 5 Bicycle safely 2 2 4 -- 3 Not yielding to pedesbtans 1 3 - - 2 5 Other (Net) 33 16* 36 21* 30 13* Dolltknow 23 25 27 18 19 29
Q2 ·~-fn>mJaiiJ:/rtWIMollheliO%cod.-.
5 Retallot~c: ~-~Lilnl~ satety~ .i.Silmple . &i9lii:lt : Sijnllllt (Unaided + Aldt!d)· Jilmrary .ime Jaijua,Y June. Jiin~ June (n = Aware of messages,lads on (120) (172) (56) (66) (64) (106) unaided basis) '*' '*' '*' '*' '*' '*' Not buckling up 78 89* 63 86* 91 91 DrMng under the influence 73 87* 63 85* 83 88 Inattentive driving 60 70* 38 55* 80 80 Speeding 67 67 50 52 81 76 Running red lights 48 66* 27 42* 67 80* Aggressive driving 57 65 41 49 70 76 Not yielding tD pedestrians 54 63 34 42 72 76 Jaywalking 48 58* 29 33 66 74 Bicycle safety 45 52 32 49* 56 55 Walking without looking 44 53 30 27 56 69*
6 Total Sa~ ·.Jamrary lime (n =Total sample) (505) (502) (244) (229) (273) 'lb 'lb 'lb 'lb 'lb You drink and drive, you lose. n 79 64 65 90 91 Cick it or tk:kel: n/a 79 nfa 68 n/a 88 Watch for kids n/a 72 n/a 60 n/a 81 Ufe Is important Drive responsibly. nfa 71 nfa 56 n/a 84 Ifs better to lose one minute of your 58 68* 27 'f7 87 86 life than your life in one minute. Look before you aoss. cars may not 53 62* 36 44 69 n* see you. Watch the road. 'f7 59* 32 47 62 70* Slow down, your family is waiting for 51 54 20 24 79 78 you. You're not flying, just driving, slow n/a 'f7 n/a 29 n/a 62 down. Wearing a windshield, now that's n/a n/a n/a 11 n/a n/a uncomfortable. (Asked ofEnglish speaking respondents only)
l~.... llage Total Sample Source of~ng English Spaftlslt (Aided) January June January June Jariiiary June (n =Aware of messages/ads on total (450) (487) (189) (216) (261) (271) basis) 'lb 'lb 'lb 'lb 'lb 'lb Television 63 60 48 49 74 69 Freeway or changeable message sign 19 34* 16 34* 22 34* Radio 36 31 27 25 43 37 BHiboards 31 24* 35 28 28 21* Outside cf a bus 22 21 27 16* 18 24 Inside of a bus 16 13 6 7 23 17* Bus shelter or bench 16 11 11 4* 19 17 Newspaper or other printed material 14 8* 11 5* 15 10* Internet 5 4 4 3 5 4 Community event 4 5 4 3 3 6* Other 4 6 5 5 4 6 Dontknow 5 3 8* 6 3 -
7 Agreement W'rth Traffic ~~~ $afety Me&sages TOtal Sample Enolllih sp:anw.·· (Top Box: Agree Completely) January June January·. June JanUiily .. June (n =Total sample) (502) (502) (244) {229) (261) (273) % % % % % % Tlilffic sakty messages.... Ale very important 84 87 76 79 91 94 Help to remind people to drive 84 81 72 72 94 89* safely Should be more~ around town 80 81 72 74 87 86 Can help reduce accidents 73 75 60 63 85 85 Can be seen in many places 53 60* 39 52* 66 66 Can change people's driving and/or 59 58 46 42 71 71 pedesb1an habits Ale generally ignored 33 34 31 27 34 41* Ale not necessary 13 22* 12 12 15 30*
Q11 •Sijp"ilcarGy-.., January-. the liD% c:onl'.leYel
8 ,r_,_:_:_,f_il:_-_·!-_:::~_:_::_rt_Ic-_~----~-•-2..r ______:_,_._:_:u. ___:.PIIII:; ___-_;: ___ ~a--;·~·~:~;~·-:·:-·•·•;;--._ •... -.>-~=-·~···~-=~)_>_ ;·,_····.- .... '0Tr~l-···•··-_·_ .. ·_.. _·••-· · _0 -:·;WJ:iihii~,j~~;--~, .. _?~~ •----.. 1~- ~;~~/ -<,Jtiiil!·_·- basis) "" "" "" "" "" "" Pay attention/ to road/ surroundings 28 33* 36 35 22 31* Obey signs/lights flaws 32 23* 12 12 46 32* Look bolt! ways/ before crossing 26 22 14 10 34 31 Be careful/ more careful 19 16 7 11 27 21 Slowdown 11 10 17 20 7 3* Don't driVer under tbe influence 8 3* 7 3* 8 3* Don't use cell phone I while drl'ling 7 7 14 13 3 2 Drive safdy/ carefully 5 9 7 11 4 7 Don't speed/ Obey the speed Hmit 5 8 7 9 3 7 Use aosswalkfcrosslng light 4 6 3 3 5 8 Give people rlght-cf-way 4 2 3 4 4 Don't rush/leave ahead of time 2 3 2 4 2 2 Wear a seatbelt 2 2 3 3 1 1 Q,10 • SisJ1iicanlly --_,_ ollhe SO% con( ...... Data by Age 9 Summary • Each age group experienced similar inaeases in awareness «advertising messages for traflic safety. • Among those aware «the ads, recaU d the Issue •Not buckling up" Improved for all age groups on an unaided basis. • The younger the respondent. the more likely they are to have recalled •driving under the influence" on an unaided basis. The age groups 18-24 and 18-35 recalled the traffic Issue more often than in the January wave. No change was seen for respondents 35 and over. • on a total basis (unaided + aided), awareness of •driving under the influence" and "not bucld"mg up" was easily higher than any other Issue for the three age groups. A significant lnaease was seen in both Issues among those 35 years and older. • Unaided and total awareness was fairly even aaoss the age groups for the slogans "You drink and drive, you lose" and -click it or ticket" No significant change was seen for these two slogans. · • Mentions of freeway/changeable message signs increased for each group. Younger respondents were more likely to cite the outside of a bus. • The older respondent were more likely to have seen the ads In SpaniSh. • All ages agree that traflic safety message are very important and help to remind people to drive safely. Aware of Messages/Ads for Traffic Safety Issues in Past Few Weeks (Unaided) 100%.------. SO% rnJanuary oJune I 18-24 18-34 35+ Jan. (115) (212) (293) June (100) (218) (284) 10 ...... -~R""":*-.ci.-•"""'~,~·y."""':•e-..ffi'!""'. ~~.~<~~t;t,"""'r"""'·•··••··~· .•.•,.; l;~j;··· ;···.~~··.·· .. ··~·~·: ·::,~:··~"' ~;·rm..,..,.,..:X~' >~~z~_:~~;r·~.·.· ,····.,._.····~~>L:~: ·:.·· ... ~~.:~.ili~<'U····:·~,; ...~ • :.··.·· ~ L~ ·.··· ·'" ~:~ '·'";;;;; '''"",;; !'·~~"'' it'Y~ i ··~x· (n = Aware of messages/ads on unaided (30) (35) (58) (78) (62) (94) basis) 'I& 'I& 'I& % 'I& % Driving under the influence 27 46 22 31 15 16 Not buckling up 23 37 24 ~7* 11 29* Speeding 10 14 16 13 11 16 Inattentive driving 17 3 14 8 5 9 Aggressive driving 7 3* 3 4 3 6 Jaywalking 3 5 3 5 Running red lights 3 3 6 3 4 Bicycle safety 3 3 Not yielding to pedestrians 4 2 2 Walking without looking 4 2 3 other (Net) 13 9 19 14 45 18* Don't know 27 26 26 26 19 25 Recall of Slogan/ Message 1.24 11-'34 35+ (Unaided) Jan: June Jan. JU)1e .Jan. 'JUne (n = lwiare of messages/ads on unaided basis) (30) (35) (58) (78) (62) (94) 'I& 'I& 'I& 'I& % 'I& You drink and drive, you lose. 17 23 14 21 10 20* Oick It or ticket nfa 23 n/a 23 n/a 15 Slow down, your family is waiting for you. 7 11 5 12 10 4 Look before you aoss. Cars may not see - 9 - 4 5 5 you. You're not flying, just driving. Slow n/a 3 nfa 3 nfa 2 down. Watdl the road - - 2 1 5 - It's better to lose one minute of your 7 - 5 1 - 6 life than your life in one minute. Ufe is Important. Drive responsibly. n/a - n/a 4 n/a 3 Watd1 for kids n/a - n/a - n/a 1 Other (Net) 20 3 24 8* 24 11* Don't know 57 43 55 44 48 46 0.3 • ~--January-alllhell0%e 11 El 18.;,34 ;.. :18'-24 ·•. I. 3~ ~- June Jan;. JUnii''. .Jail. Jiil1e (n =Aware of messages{ads on unaided (30) (35) (58) (78) (62) (94) basis) % % '!& % % % Driving under tile influence 70 86 74 87 73 86* Not buckling up 80 80 79 87 76 90* Speeding 67 66 67 67 66 67 lnaltentive driving 73 66 64 68 '.il 72* Running red lights 70 63 48 63* 48 68* Aggressive driving 53 60 55 62 58 68 Not .yielding to pedestrians 60 '.il '.il 59 52 66* Bicycle safety 53 '.il 48 56 42 49 Jaywalking 53 43 48 58 48 59 Walking witflout looking 50 40 48 47 40 '.il* 0.2+5 • Sijpficanlly -from January- ollheiiD'lf>C Recatl of SlOgan/Message 18-24 18-34 35+ (Unaided Aided) + Jan. June Jan. June Jan. June (n =Total sample) (115) (100) (212) . (218) (293) (284) % % % % % '!& You drink and drive, you lose. 81 80 84 80 73 79 Cidt it or ticket. nfa 75 nta 80 n/a 78 Ufe is important. Drive responsibly. n/a 75 nfa 71 n/a 70 Watdl for kids n/a 70 n/a 71 n/a 73 It's better to lose one minute of your 69 66 70 70 50 67 rrfe than your rrte in one minute. Look before you cross. Cars may not see 60 65 59 64 49 60 you. Watdl the road. '.il 58 54 61 42 58 Slow down, your family is waiting for you. 59 50 62 56 42 51 You're not flying, just driving. Slow n/a 39 n/a 45 n/a 48 down. Wearing a windshield. Now that's n/a 10 n/a 6 n/a 4 uncomfortable. (As/red ofEnglish speaking respondents only) Q3+6 • ~ -lrom.Januaryw.weollheiiii%C 12 ·u.,;~·.... ···.·.··· ·····.···.·._.. ;.=.-_.:- .~.t:e·,~·~~· ·:~~ ... Jan. ~.·.·· :Jail;. )~: (n =Aware of messages/ads on tota.l basis) (115) (98) (212) (214) (293) (273) % % % % % % Television 63 '!il 64 59 62 61 Billboards 35 35 32 31 31 18* ffeeway or changeable message sign 22 31 19 39* 20 30* Radio 35 30 39 31* 33 31 outside d a bus 14 ZJ* 20 23 24 18* Bus shelter or bench 18 14 18 15 14 8* Inside d a bus 20 14 21 15 12 11 Internet 7 8 7 7 3 2 Newspaper or other printed material 8 4 12 '7 15 9* community event 1 3 3 5 4 4 Other 3 5 3 6 5 5 Dot:l't know 4 2 3 2 7 3 Language of Ads/ 18-24 18-34 35+ MesSa,ges Jan. June Jan. June Jan. June (n = Hispanic and aware of messages/ads (94) (60) (166) (147) (143) (172) on total basis) % % % % % .% Spanish only 37 27 33 33 39 43 English only 14 30* 12 ZJ* 15 21 Both 48 43 54 41* 43 35 Don't know 1 -- 1 -- 4 1 0.8 • Sijpficanlly - i'om Jaooary ...... allhe 9IJ'l(, conf_ -- 13 .18-~ I 1&-34 .~·· :·JaiL June What am. you or cither.PeQslle do 18-24 18-34 35+ to drive Safer or cross the street Jan. June Jan. June Jan. June better? (OpetHnded) (n =Aware of messages/ads on to!al basis) (107) (98) (199) (214) (251) (273) 'lb 'lb 'lb 'lb 'lb 'lb Pay attention I to road I surroundings 26 31 29 27 28 37* Obey signs /lights /laws 34 18* 35 21* 29 25 Look both ways I before crossing 42 20* 35 24* 18 20 Be careful/ more careful 19 13 20 18 18 15 Slowdown 8 15 8 11 13 10 Don1: drive under the lnflut:nce 9 2* 9 3* 7 3* Don't use cell phone 4 7 6 6 8 7 Drive safely I carefully 2 10* 5 9 6 8 Don't speed I Obey the speed Hmit 4 10* 5 9 6 7 Use crosswalk 5 7 5 8 4 4 Give people right-of-way 1 2 4 3 4 2 Don1: rush /leave ahead of time 1 - 2 2 2 3 wear a seatbelt 1 3 2 1 2 3 14 El Data by Downtown Visitors Summary El • Both downtown visitors and non-visitors were significantfy more aware of traffic safety .ads this wave. VIsitors were more likely to be aware than non-visitors (40% vs. 27%). • More than double of downtown visitors recalled ftNot budding up" on an unaided basis (32% vs. 15%). Non-visitors also inaeased, though not significantly (34% vs. 24%). • Significantfy more downtown visitors also recalled the slogan "you drink and drive, you lose" (25% vs. 15%). Recall among non-visitors more than doubled (12% vs. 5%) but It did not reach statistical significance due to the smaU base sizes. • Unaided recall of the slogan •aick it or ticket" was fairly even between visitors (20%) and non- ..,. Visitors (17%). • Total awareness increased significantfy among both groups for the slogans •It's better to lose one minute of your life, "•look before you cross" and 'Watch the road." • Downtown Visitors were more likely to cite "freeway/changeable message signs" as the source of _. the ads (37% vs. 29% for non-visitors). Both represent significant changes from the previous wave. • VIsitors are also more likely to mention billboards, outside of a bus, inside of a bus, and the internet. • Non-visitors are more likely to have seen the ads in Spanish only (18% vs. 31%). • Downtown visitors and non-visitors agree similarly on an of the statements regarding traffic safety messages. 15 Aware of Messages/Ads for Traffic Safety Issues in Past Few Weeks (Unaided) 100%.------. elaniRiry EJlune I Jan. (265) (240) June (285) (217) Non- El Recal. Of Traffic $afety·IS8Uell Down.IDwn Dovvntown Vl5iiD;s VISitDrs ~- Jan. June Jaii. 'June (n =Aware of messages/ads on unaided basis) (82) (113) (38) (59) '*' '*' '*' '*' Not budding up 15 32* 24 34 Driving under the influence 20 23 16 20 Speeding 11 15 18 14 Inattentive driYing 11 8 5 9 Aggressive driving 5 6 - 3 Running red lights 5 5 - 5 Jaywalking 2 4 3 3 Bicycle safety 2 2 - 2 Not yielding to pedestrians - 4 3 2 Walking witllout looking 1 2 - 7 Other (Net) 34 18* 29 14* Don't know 21 27 26 20 Q2 ·~-t'Om.lanuary--the90'lr.contiiM!L 16 I NoR- DoWiitOWn rtec.D· Of~n/Mes Downtown ..... ·.. ... saue Yl$itDrs ~- (Uriaided) J;ln. June .i;in. June ....· ····.·· (n = Aware of messages{ads on unaided basis) (82) (113) (38) (59) % % % % You drink and drtve, you lose. 15 25* 5 12 Olck it or ticket. nfa 20 n/a 17 Slow down, your family is waiting for you. 7 7 8 9 Watch the road. 5 2 - 3 It's better to lose one minute of your rife than 4 4 - 5 your life in one minute. Look before you cross. Cars may not see you. 1 4 5 5 Life is important. Drive responsibly. n/a 5 n/a - You're not flying, just driving. Slow down. n/a 1 n/a 5 Watch for kids. n/a -- n/a 2 Other (Net) 22 7* 34 14* Don't know 51 47 53 41 Non- Recall ofTraffic Safety Issues DoWnt:Own Downtown (Unaided + Aided) Visitors Visitors Jan. June Jan. June (n = Aware of messages{ads on unaided basis) (82) (113) (38) (59) % % % % Not buckling up 76 88* 82 92 DrMng under the influence 74 85* 71 90* Speeding 66 61 68 78 Inattentive driving 62 67 55 76* Aggr~ driving 55 59 61 76 Not yielding to pedestrians 54 58 55 71 Jaywalking 50 51 45 71* Running red lights 52 59 40 78* Bicyde safety 45 50 45 56 Walking without looking 48 46 37 66* Q2+5 • ~-flomJanuaryw;o,eatlhellll'llocorlf.leYel. 17 .. .-, -.... _:". .------.· ·- ...... ·}::_:·;·•· .. -..-·,.. .- :· >.Nafi;.·. -- --!_--_-'__--._-_--_.-_.-,··-----·--•·_.-_-_-_._R_-_._-_-_._-_._• __ ea.D_._·_---_-_-_·_-_-_-_--·.-··--_-_._----.-•---_.-_: __._-_--_-_---_-_-_._ :_,__ ' ___.· ___ : __'.-.,...Df_-_--_ ••..--,_--- __ -_._'_.• •.. _.~_~--: __·:·--•_• __ -_-._--_; __ -__-_-__ -_•-:,.·--_-----_---_----.·-·----.:_~··--_-_._1 ___ ;_~~'~;--_••-:_-: •. ___ ·__ ._ i ~·~- ,:~ - ",11.... ~ 1 -- <;~x:-·------~l'UI:$ (n =Total sample) {265) (285) (240) (217) % % % % You drink and drive, you lose. n 81 78 n Clck It or ticket nta 78 nfa 79 Watdl for kids. n/a n n/a 71 Life is Important. Drive responsibly. n/a 68 n/a 75 Irs better to lose one minute of your 59 68* 58 68* life than your life in one minute. Look before you aoss. cars may not see 51 61* 55 63* you. Watd'llhe road. 47 61* 47 57* Slow down, your family is waiting for you. 50 54 51 53 You're not flying, jll5t driving. Slow down. nfa 45 nfa 50 Wearing a windshield, now that's n/a 6 n/a 3 uncomfortable. (Asked ofEnglish speaking respondents only) 0.3+6 • SijJricanlly-fran .JoraJary-lllllheiiO%axlt-- El Source of ACIIJ/MesSatles (Aided) (n =Aware of rnessages,lads on total basis) (239) (276) (211) (211) '*' % % % Television 60 58 66 64 Freeway or changeable message sign 23 37* 15 29* Radio 35 30 37 33 Billboards 38 28 24 19 outside of a bus 29 25 13 15 Inside of a bus 18 14 14 10 Bus shelter or bench 16 12 15 10 Newspaper or other printed material 16 8* 11 7 Internet 6 5 3 1 Community event 3 3 4 6 5 6 3 5, Dontknow 3 8 6 18 El '>··'Jiliii!· :.' jline 111{ . ",,- <, ·:.:: ; :i¥' (n = Hispanic and aware of messages/ads on (149} (183} (160) (136) total basis) 'lb 'lb 'lb 'lb Spanish only 32 31 39 48 English only 15 25* 11 21* 51 43 47 30* Dontknow 1 1 3 1 Q9 • ~ litlen!ntfrtmJanuarywowollhe90%corl. lewlL El Non- ~ DowllbMn ~With StateJnents: Vlslton TOp Agree SOX: Completely Jan; June Jan. June (n =Total Sample} (265) (285) (240) (217) 'lb 'lb 'lb 'lb Trallic Safety messages. ••• Ase vrry lmport3nt 79 86* 89 89 Help to remind people to drive safely 81 81 87 81* Should be more visible around town 81 79 79 83 Can help reduce accidents 66 75* 80 74 Can be seen in many places 52 58 55 61 Can change people's driving and/or 55 57 64 60 pedesbfan habits Are generally Ignored 33 31 32 39 Ase not necessary 14 19 13 25* Q11 • Sigrill:anlly --January- ollhe 90% carl.-- 19 El Demographics 20 1 ____ -_._· __• __• _-...ModeS_••__ - __ '"'______-_-_-_--.a_·•_- ___ ;~_-_-_------.----_·_-T•.·_·___._ •• __·,.·_-.; ••_•___ -_._-_-._¥_•-·-·--Tril··-ete!_--~_•_••-··_- __._-.-_._•_-_-_-_a~_--.-_-~---_-_._.:.);_•-_•_·_:_-_-··_-_•_-_-_--_-_·_• ___-_._-_·,· __·__ -.-_._~; ___._-_-•_- __•__ •• .• _ _._._!_•.·-·-·-·-·---·--··- >t4tat:~ -...... ,.....,..c-"""'~~-...~.:-'""'"S:+:-•;oo.t--).,.,_~.,..-- -..._~:::.;;---- -••---Spa~---·•·-.., ....._- _-- ---"~ - 1 ~·~- >)iiii¥Y:• : -lurie' -·-•- -· J ..~ ·-·-:- Jliii!i · ~ June (n =Total sample) (505) (502) (244) (229) (261) (:273) % % "" Drive a car 65"" 65 81"" 83 50"" 49 Bus 29 26 15 13 43 37 Passenger in a car - 24 18 19 10* 28 25 ' Walk 22 15 16 10 28 19* Bicycle 6 2 5 7 3* Tr.rin 5 4 4 2 6 6 Motorcycle 1 1 1 1 Traveled to downtown in 53 57 60 62 45 52 past3~ 18-24 i8~34 ~+ - Jan. June Jan; June Jan; Juiie =~~:.. . , ..... -... (n =Total sample) (115) (100) (212) (218) (293) (284) % % % % % DriVe a car 51"" 54 59 60 70 68 Bus 41 31 38 33 23 21 Passenger In a car 32 17 30 18 19 18 Walk 31 19 29 17 17 13 Bicycle 10 4 9 3 3 1 Train 5 4 7 5 4 4 Motorcycle 1 1 1 1 Traveled to downtown In 54 64 53 60 52 54 past 3 months 21 •.. ~·~· ·.)ail; . ~.un¢·.·· . ~:iT ·>~in!i! .. (n =Total sample) (265) (285) (240) (217} 'lb 'lb 'lb 'lb Drive a car 68 68 63 60 Bus 33 28 25 24 Passenger In a car 19 17 28 20 Walk 20 15 24 .16 Bicycle 7 1 5 2 Train 6 6 4 2 Motorcycle 1 1 Traveled to downtown in 100 100 past 3 months English-Language Radio Usage (n =Total sample) 22 El (n =Hispanic respondents) (314) (324) (54) (62) (260) (262) Mean Hours Listen Per Week 9.0 10.4 4.2 7.8 10.0 11.0 (n ~ Usoen IDatleostcnehourofSpanish (234) (235) (27) {29) (207) (206) r.odio) '!(, '!(, '!(, '!(, '!(, '!(, KI.DIIE (107.5) 33 32 33 38 33 32 La Raza (97.9) 27 18 7 10 29 19 Que Buena (94.3/105..5) 25 21 22 10 26 23 Super Eslrella (107.1) 18 15 26 17 17 15 La Nueva (101.9) 18 15 4 7 19 16 Recuerdos (98.3/1G3.9) 15 9 7 3 16 10 l.atino/EI Sol (96.3) 12 8 11 7 12 8 Kl.yy Oye (97.5) 8 6 4 7 8 6 lm«l (1020) 3 3 4 3 3 3 KWKW(1330) 3 2 4 2 2 La Ranchera (930) 3 4 3 4 4 Radio Unica (830) 2 EngiJsh..L.anguage 18-24 ~34 35+· RadloUsige .l (n c Usoen IDatleastonehourofEnglishr.odio) (74} (67) (141} (151} (185} (164) % % % % % % Power 106 (105.9) 47 28 36 22 5 8. KISS (102.7) 19 15 19 13 5 7 K-EARTH (101.1} 11 5 9 8 12 9 KROQ (106.7) 18 12 14 9 6 2 KI.OS (95.5) 3 2 6 4 10 7 The Wowe (94.7} 3 3 3 4 11 6 · The Beat (100.3) 16 15 11 9 4 2 KOST (1Q3.5) 7 5 6 7 7 10 Arrow(93.1) 5 6 6 5 5 2 NPR(89.9) 1 - 4 - 6 - Hot(923) 8 15 6 11 4 4 Star (98.7} 5 2 4 5 5 2 KR (640) 1 - 2 - 8 9 K BIG(1043) - 5 - 7 - 8 23 ~Jd$h-Lliliguag8 18c~ 18-34 35+ ~.Uiage Jan. )line . Jail. June Jan. June (n = Hispanic respondents) (95) (61) (168) (149) (146) (175) Mean Hours Listen Per Week 9.9 11.8 9.1 11.9 8.8 9.2 Stni-l.lsiM Ill: (n =Listen to at least one hour of (76) (42) (135) (111) (99) (124) Spanish radio) '!It '!It '!It '!It 'lb 'lb KI..OVE (107.5) 37 29 36 36 29 29 LA Ra2a (97.9) 28 19 25 20 28 17 Que Buena (94.3/105.5) 36 26 29 25 20 18 Super Estrella (107.1) 28 14 25 22 9 9 LA Nueva (101.9) 21 12 21 18 13 11 Recuerdos (98.3/103.9) 8 2 12 7 18 11 El Sol (963) 15 12 13 8 11 8 KLYY Oye (97.5) 11 10 9 8 6 4 KTNQ(1020) - 2 2 2 6 5 KWKW(1330) 1 2 2 2 4 2 LA Ranchera 1 2 2 3 6 6 Radio Unica - 2 - 2 - 1 Demographics 24 .. · ·. f~ .:·. Den'iognaphiCs J#.• ·.. Jliii; ·. El (505) (502) Household Size (Mean) 3.52 3.57 Edut:aiiDn: 'I& 'I& Less than high school 39 42 High school graduate 19 21 Some college/Technical sChool 18 18 Graduated college 20 16 Refused 4 4 Househtlld r-: 'I& 'I& Under $20,000 29 24 $20,000 - $29,999 13 15 $30,000 - $49,999 10 10 $50,000 - $74,999 7 8 $75,000 and more 12 9 Refused/DOn't know 30 34 25