FINAL DRAFT REPORT

“THE BETTER DRIVER CAMPAIGN”

Submitted to:

Florida Department of Transportation District 7

11201 N. McKinley Drive Tampa, FL 33612-6403

Submitted by: Pei-Sung Lin, Ph.D., P.E., PTOE

Chanyoung Lee, Ph.D., PTP Saxena Meeta

Enrique Gonzalez-Velez Center for Urban Transportation Research

University of South Florida

July 2009

DISCLAIMER The opinions, findings, and conclusions expressed in this publication are those of the authors and not necessarily those of the State of Florida Department of Transportation or the U.S. Department of Transportation.

ACKNOWLEDGEMENT The Florida Department of Transportation District 7 funded the Better Driver Campaign. The authors want to thank Ms. Jeanette Rouse, Mr. Peter Hsu, Mr. David Skrelunas and Ms. Kris Carson of the Florida Department of Transportation District 7 and Capt. Troy Thomson and Lt. Buchanan Folsom of Motor Carrier Compliance Office in the Florida Department of Transportation for their guidance and assistance.

Technical Report Documentation Page 1. Report No.

2. Government Accession No.

3. Recipient's Catalog No.

4. Title and Subtitle “THE BETTER DRIVER CAMPAIGN”

5. Report Date July 2009 6. Performing Organization Code

7. Author(s) Pei-Sung Lin, Chanyoung Lee, Saxena Meeta and Enrique Gonzalez-Velez

8. Performing Organization Report No.

9. Performing Organization Name and Address USF Center for Urban Transportation Research 4202 E. Fowler Avenue, CUT 100 Tampa, FL 33620-57350

10. Work Unit No. (TRAIS) 11. Contract or Grant No. AOJ82

12. Sponsoring Agency Name and Address Florida Department of Transportation, District 7 11201 N McKinley Drive, Mail Station 7-500 Tampa, FL 33612

13. Type of Report and Period Covered Draft Final Report 14. Sponsoring Agency Code

15. Supplementary Notes

16. Abstract Aggressive driving is a growing concern in the United States. Often, aggressive driving results in crashes that harm both drivers and others. The Better Driver Campaign was conducted to address aggressive driving in Florida. “Aggressive Driving Gets You Nowhere Fast” was selected as the slogan for the campaign and three key messages - “Share the Road,” “Maintain a Safe Distance,” and “Watch Your Speed” - were adopted to promote the campaign. Six billboards that showed the campaign message were placed on a selected segment of I-75, and a campaign website (www.betterdriver.org) was launched. Public outreach activities were conducted on a weekly basis at rest areas on I-75. The campaign was well-covered by the news media. The Better Driver Campaign provided drivers with safety tips on how to avoid being an aggressive driver and how to deal with other aggressive drivers. The Better Driver Campaign was successful in reaching trucks and passenger car drivers and educating them about the hazards of aggressive driving.

17. Key Word Aggressive Driving, Safety Campaign, Truck Safety, Better Driver Campaign

18. Distribution Statement

19. Security Classif. (of this report) Unclassified

20. Security Classif. (of this page) Unclassified

21. No. of Pages 34

22. Price

Contents  1.  Introduction ............................................................................................................................. 1 2.  Aggressive Driving and Crashes in Florida ............................................................................. 1 3.  Selection of the Campaign Theme ........................................................................................... 4 4.  The Better Driver Campaign ................................................................................................... 6 

Press Release and Media Coverage ......................................................................................... 6 Billboard Display .................................................................................................................... 7 Poster and Bookmarks ............................................................................................................. 9 Public Outreach (Rest Areas and USF Campus) ................................................................... 10 Public Outreach (Trucking Companies in Florida) ............................................................... 11 

5.  Driver Survey ........................................................................................................................ 12 Survey Analysis ..................................................................................................................... 13 

6.  Measure of Effectiveness (MOE) .......................................................................................... 18 Observed Headway vs. Stated Headway ............................................................................... 18 Headway Change Analysis .................................................................................................... 20 Stated Driver Behavior Change by the Better Driver Campaign .......................................... 21 Driver Awareness of the Better Driver Campaign ................................................................ 25 Website Log .......................................................................................................................... 29 

7.  LessonS Learned.................................................................................................................... 31 8.  Conclusion ............................................................................................................................. 33 APPENDIX A: List of Contacted Companies .............................................................................. 34 

List of Tables Table 1 Contributing Causes for All Crashes Involving Trucks (2003-2006)................................ 2 Table 2 Contributing Causes for All Crashes Involving Passenger Cars (2003-2006) .................. 3 Table 3 Non-Criminal Moving Violations by Uniform Traffic Citation Statistics Florida ............ 3 Table 4 Public Outreach Schedule ................................................................................................ 11 Table 5 Demographic Details ....................................................................................................... 12 Table 6 Statistical Tests for Headway Comparison ...................................................................... 21 Table 7 Intercept Survey Demographic Details ............................................................................ 25 Table 8 Driver Exposure to the Better Driver Campaign ............................................................. 25 Table 9 Website Log ..................................................................................................................... 29 

List of Figures Figure 1 Campaign Slogan...............................................................................................................4 Figure 2 Three Key Messages for the Campaign .............................................................................4 Figure 3 Targeted Roadway Segment on I-75 ................................................................................5 Figure 4 Media Coverage on the Better Driver Campaign .............................................................6 Figure 5 Billboards on I-75 .............................................................................................................7 Figure 6 Campaign Homepage .......................................................................................................8 Figure 7 On-Line Self-Assessment Tool and Feedback Survey .....................................................8 Figure 8 Better Driver Campaign Poster ........................................................................................9 Figure 9 Promotional Items for the Better Driver Campaign .........................................................9 Figure 10 Public Outreach at Rest Areas on I-75 .........................................................................10 Figure 11 Driver Surveys Collected .............................................................................................12 Figure 12 Percent Who Had Heard of Safety Program Campaign(s) ...........................................13 Figure 13 What is the Driving Maneuver by Other Drivers that Most Upsets You? ...................14 Figure 14 Assume that You are Driving on I-75 on a Normal Day and Suddenly You See a

Passenger Car Tailgating You. How Do You Usually React? .....................................14 Figure 15 Assume that You are Driving on I-75 on a Normal Day and Suddenly You See a

Truck Tailgating You. How Do You Usually React? ..................................................15 Figure 16 Assume that You are Driving on I-75 on a Normal Day and Suddenly a Passenger

Car Makes an Inappropriate Lane Change in Front of You. How Do You Usually React? ...........................................................................................................................15 

Figure 17 Perception of Aggressive Driving Behavior in Los Angeles and Tampa Bay .............16 Figure 18 Perception of Aggressive Driving Behavior for Passenger Car Drivers and Truck

Drivers in Tampa Bay ..................................................................................................17 Figure 19 Time Headway ..............................................................................................................18 Figure 20 Stated Headway vs. Observed Headway (Truck) .........................................................19 Figure 21 Stated Headway vs. Observed Headway (Passenger Car) ............................................20 Figure 22 Outside Lane and Inside Lane ......................................................................................20 Figure 23 How Often Do You (Truck Driver) Encounter Aggressive Driving in Florida? .........22 Figure 24 How Often Do You (Passenger Car Driver) Encounter Aggressive Driving in

Florida? ........................................................................................................................23 Figure 25 Aggressive driving results in approximately _____ % of fatalities .............................24 Figure 26 Aggressive driving results in approximately _____ % of fatalities .............................24 Figure 27 What is the Slogan of the Better Driver Campaign? ....................................................26 Figure 28 Most Effective Way to Address Aggressive Driving ...................................................27 Figure 29 Stated Behavior Changes Due to the Campaign ...........................................................28 Figure 30 Daily Visitors and Hits .................................................................................................29 Figure 31 Daily Page Access and Most Popular Pages ................................................................30 

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1. INTRODUCTION 

Aggressive driving is a growing concern in the United States. Often, aggressive driving results in crashes that harm both drivers and others. A study by AAA showed that 56 percent of fatal crashes from 2003 through 2007 involved one or more driver actions typically associated with aggressive driving, and incidents of aggressive driving have increased by 7 percent every year since 1990. Aggressive driving is defined as “any unsafe driving behavior that is performed deliberately and with ill intention or disregard for safety.” In other words, aggressive driving includes many unsafe driving behaviors by ordinary drivers on the road. The Motor Carrier Compliance Office (MCCO) of the Florida Department of Transportation identifies “speeding trucks” and “following too closely” as major contributing factors in truck crashes. To help truck and passenger car drivers to understand and deal with the hazards of aggressive driving, the Better Driver Campaign has been launched by the Florida Department of Transportation District 7 and the Center for Urban Transportation Research (CUTR) at the University of South Florida (USF). 2. AGGRESSIVE DRIVING AND CRASHES IN FLORIDA 

Aggressive driving is a deliberate behavior and includes tailgating, weaving in and out of traffic, failing to yield the right-of-way to other road users, preventing other drivers from passing, driving at excessive speeds, and running stop signs and red lights, among others, all of which are likely to increase the risk of collision. This behavior is generally motivated by impatience, annoyance, hostility, and/or an attempt to save time and is considered a disregard for safety. Its intent is not to cause physical harm, as is the intent of road rage. According to a report from the Wisconsin Department of Transportation entitled “Aggressive Driving: Definitions, Laws and Prevalence,” the definitions of aggressive driving most commonly cited in the literature are as follows:

NCHRP: “Operating a motor vehicle in a selfish, pushy, or impatient manner, often unsafely, that directly affects other drivers.”

NHTSA: “Driving actions that markedly exceed the norms of safe driving behavior and that directly affect other road users by placing them in unnecessary danger,” or (from a law enforcement perspective) “When individuals commit a combination of moving traffic offenses so as to endanger other persons or property.”

AAA: “Any unsafe driving behavior that is performed deliberately and with ill intention or disregard for safety”

Florida Statute 316.1923 describes "aggressive careless driving" as committing two or more of the following acts simultaneously or in succession:

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(1) Exceeding the posted speed, as defined in s. 322.27(3)(d)5.b. (2) Unsafely or improperly changing lanes, as defined in s. 316.085. (3) Following another vehicle too closely, as defined in s. 316.0895(1). (4) Failing to yield the right-of-way, as defined in s. 316.079, s. 316.0815, or s. 316.123. (5) Improperly passing, as defined in s. 316.083, s. 316.084, or s. 316.085. (6) Violating traffic control and signal devices, as defined in ss. 316.074 and 316.075. Based on FS 316.1923, Table 1 represents the recent trend of truck crashes in Florida that are associated with aggressive driving (represented in the shaded rows). As can be seen, “Improper Lane Change” and “Improper Passing” have increased an annual average rate of 10.6 percent and 12.0 percent, respectively, since 2003. The annual average increase rate for all truck car crashes between 2003 and 2006 is 6.8 percent.

Table 1 Contributing Causes for All Crashes Involving Trucks (2003-2006)

ALL CRASHES - Trucks 2003 2004 2005 2006

Annual Average Change Total

Contributing Cause Frequency of Crashes No Improper Driving/Act 1,942 2,104 2,150 1,929 0.1% 8,125Careless Driving 5,196 6,129 6,622 6,280 6.9% 24,227Failed to Yield 1,019 1,182 1,284 1,115 3.8% 4,600Improper Lane Change 1,332 1,583 1,819 1,786 10.6% 6,520Followed Too Closely 389 447 502 447 5.4% 1,785Disregarded Traffic Signal 202 240 233 228 4.6% 903Exceeded Safe Speed Limit 153 153 176 150 0.1% 632Disregarded Stop Sign 68 91 81 67 1.9% 307Improper Passing 69 85 104 94 12.0% 352Exceeded Stated Speed Limit 20 14 9 11 -14.5% 54Disregarded Other Traffic Controls 42 52 42 38 -1.6% 174*All Other 5,525 6,380 7,261 7,068 8.9% 26,234Total 15,957 18,460 20,283 19,213 6.8% 73,913

* All other includes improper backing, improper turning, alcohol use (under the influence), drug use (under the influence), alcohol and drug use (under the influence), fleeing police, obstructing traffic, driving on the wrong side/way, driver distraction, and any other associated behavior. Based on FS 316.1923, Table 2 shows the recent trend of passenger car crashes in Florida that are associated with aggressive driving (represented in the shaded rows). As can be seen, “Improper Lane Change” and “Improper Passing” have increased an annual average rate of 7.6 percent and 5.6 percent, respectively, since 2003. The annual average increase rate for all passenger car crashes between 2003 and 2006 is 1.9 percent.

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Table 2 Contributing Causes for All Crashes Involving Passenger Cars (2003-2006)

ALL CRASHES - Passenger Car 2003 2004 2005 2006

Annual Average Change Total

Contributing Cause Frequency of Crashes No Improper Driving/Act 30,036 30,567 29,907 27,526 -2.8% 118,036 Careless Driving 89,412 97,635 100,581 97,718 3.1% 385,346 Failed to Yield 39,016 40,621 40,007 38,574 -0.3% 158,218 Improper Lane Change 10,344 12,234 13,147 12,754 7.6% 48,479 Followed Too Closely 8,479 9,157 9,361 9,054 2.3% 36,051 Disregarded Traffic Signal 7,783 8,046 7,858 7,665 -0.5% 31,352 Exceeded Safe Speed Limit 3,082 3,146 3,428 2,983 -0.6% 12,639 Improper Passing 1,344 1,565 1,631 1,567 5.6% 6,107 Exceeded Stated Speed Limit 512 481 492 505 -0.4% 1,990 Disregarded Stop Sign 3,408 3,567 3,509 3,416 0.1% 13,900 Disregarded Other Traffic Controls 383 512 508 542 13.2% 1,945

*All Other 53,998 57,593 60,007 59,463 3.3% 231,061Total 247,797 265,124 270,436 261,767 1.9% 1,045,124

*All other includes improper backing, improper turning, alcohol use (under the influence), drug use (under the influence), alcohol and drug use (under the influence), fleeing police, obstructing traffic, driving on the wrong side/way, driver distraction, and any other associated behavior. Table 3 shows Non-Criminal Moving Violations in Florida between 2003 and 2006. The number of violations has increased an average of 5.8 percent annually.

Table 3 Non-Criminal Moving Violations by Uniform Traffic Citation Statistics Florida

Non-Criminal Moving 2003 2004 2005 2006 Annual Average Change

Speed Posted Zone 1,155,218 1,125,429 1,212,486 1,351,074 5.5%Speed Too Fast for Conditions 22,570 17,133 11,860 10,778 -21.3%Careless Driving 214,633 228,107 233,184 226,886 1.9%Failed to Yield ROW 148,762 161,459 158,447 112,084 -7.5%Ran Stop Sign 102,988 101,365 105,525 113,919 3.5%Ran Red Light 314,503 332,994 365,727 391,204 7.6%Traffic Control Device 5,607 7,695 19,894 17,790 61.7%Improper Turn 37,796 39,714 41,362 45,023 6.0%Improper Passing 35,143 36,457 38,735 41,305 5.5%Following Too Close 23,445 25,691 28,483 26,813 4.9%Improper Lane Change 88,067 88,687 64,897 73,833 -4.1%

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3. SELECTION OF THE CAMPAIGN THEME 

The Project Kick-off Meeting was held at CUTR on Monday, January 26, 2009, at which participants decided to develop safety campaign slogans. More than 30 different slogans were suggested and evaluated through on-line survey among several different groups, including FDOT professionals, CUTR researchers, and truck drivers. After the evaluation, the slogan “Aggressive driving gets you nowhere fast” was selected (Figure 1).

Figure 1 Campaign Slogan

Based on the Florida Crash Database, the primary target of educating the drivers about the hazards of aggressive driving and providing them with tips to deal with aggressive situations was determined. Along with selection of the campaign slogan, an additional three key messages were identified (Figure 2).

Figure 2 Three Key Messages for the Campaign

The primary goal of the Better Driver Campaign is to educate aggressive truck drivers while not excluding passenger car drivers. Therefore, truck-involved crashes in Tampa Bay between 2004 and 2008 were analyzed. As can been seen in Figure 3, the roadway segment of I -75 between SR 56 and SR 50 was selected as the target corridor of the campaign. The selected roadway segment has a higher-than-average truck-involved crash rate. Truck-involved crash represents about 20-30 percent of total crashes on the segment. Additional factors considered in the selection were the availability of billboards, the presence of rest areas, and a roadway where no construction projects were planned during the enforcement/evaluation portion of campaign.

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Figure 3 Targeted Roadway Segment on I-75

   

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4. THE BETTER DRIVER CAMPAIGN 

As the campaign specifically targeted aggressive drivers, it was necessary to reach both truck drivers and passenger car drivers. The campaign was named “Better Driver Campaign” and used a mix of communication channels including “air” and “ground” strategies. Mr. Gary Henry, Director of Georgia State University’s Applied Research Center and an evaluator who has worked with various safety campaigns, stated that air strategy is the public media campaign and ground strategy uses community-based communications or grassroots organizing. The air strategies in the Better Driver Campaign included media coverage, display of campaign message on billboards, and the launching of a website (www.betterdriver.org). Ground strategies included reaching potential drivers at rest areas in the selected corridor, enforcement interventions, and reaching local trucking companies. Press Release and Media Coverage 

The Florida Department of Transportation distributed a press release on June 5, 2009, as the Better Driver Campaign was launched. An important aspect of the campaign was to spread the message “Aggressive driving gets you nowhere fast.” It was expected that when drivers read or heard the message, they would understand that it targets both truck drivers and passenger car drivers and that an aggressive attitude is not beneficial to anybody.

Figure 4 Media Coverage on the Better Driver Campaign

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Billboard Display 

Six billboards were used to display the Better Driver Campaign messages. The locations of the billboards were carefully chosen to ensure clear visibility, and the spacing between the locations was in the target corridor between SR 56 and SR 50. The billboards were equally distributed with three billboards in each direction. Each of the billboards displayed the three key messages of the campaign along with the slogan.

Figure 5 Billboards on I-75

The billboards were displayed during the entire month of June and provided crucial exposure about the campaign to truck drivers and passenger car drivers. There was no billboard display during before or after campaign period.

    

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Website (www.betterdriver.org) A website domain www.betterdriver.org was obtained, and the campaign website was launched at the beginning of June at the same time as the display of the billboards.

Figure 6 Campaign Homepage

The website includes general information regarding aggressive driving as well as safety facts and tips. In addition, an on-line self assessment tool was developed that allows drivers to test their road rage tendencies. The website also aims to collect the driver feedback and perceptions regarding the campaign and aggressive driving in general.

Figure 7 On-Line Self-Assessment Tool and Feedback Survey

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Public Outreach (Rest Areas and USF Campus) 

Public outreach was crucial to fully and fairly conduct the Better Driver Campaign. A booth was set up at I-75 rest areas within the selected corridor on a weekly basis during the campaign. The promotional items described above (bookmarks that contain safety tips to deal with aggressive driving) were distributed, and visitors were encouraged to visit the website for more details. Visitors also were encouraged to complete a feedback survey (Figure 10 and Table 4). The feedback survey was used to measure the exposure, knowledge, and self-reported behavior of drivers with respect to aggressive driving. Initially, the idea was to have the same survey for both truck drivers and passenger car drivers, but during the design process it was decided to separate the two surveys to incorporate reasonable alternatives for some questions, depending on whether the respondent was a truck or passenger car driver. The surveys were tailor-made to assess the before campaign, during campaign, and after campaign responses of both truck drivers and passenger car drivers.

Figure 10 Public Outreach at Rest Areas on I-75

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Table 4 Public Outreach Schedule

Date Time Location 1 June 5, 2009 09:00 am -3:00 pm I-75 Northbound rest area between SR 56 and SR 54 2 June 11, 2009 09:00 am - 3:00 pm I-75 Southbound rest area between SR 56 and SR 54 3 June 16, 2009 09:00 am - 3:00 pm I-75 Northbound rest area between SR 56 and SR 54 4 June 23, 2009 09:00 am - 3:00 pm I-75 Northbound rest area between SR 56 and SR 54 5 June 29, 2009 09:00 am - 3:00 pm I-75 Northbound rest area between SR 56 and SR 54 6 July 15, 2009 09:00 am - 3:00 pm USF Campus in front of Main Library

 

Outreach was conducted at the USF Tampa campus with an information desk set up in front of the Main Library. The bookmarks and promotional items were distributed, and visitors were encouraged to visit the Better Driver Campaign website. Public Outreach (Trucking Companies in Florida) 

To promote the Better Driver Campaign to truck drivers, Florida trucking companies were contacted individually. Initial contact information was obtained from the phone book, and companies were contacted via phone and email. If a company agreed to participate, campaign posters and hundreds of bookmarks were mailed to them with a cover letter and a flyer to encourage truck drivers to visit the campaign website. A total of 48 companies requested campaign materials (Appendix A).    

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5. DRIVER SURVEY 

A driver survey was a key part of the Better Driver Campaign because it was vital to assessing the knowledge, exposure, and self-reported behavior change of the respondents. There were three waves of “before campaign” surveys in May (35 surveys), followed by five waves of “during campaign” surveys (230 surveys) and an “after campaign” survey with two waves (127 surveys). Interestingly, about 46 respondents during the “after campaign” period who had not heard about the campaign got an opportunity to take the “during campaign” survey and express their views about aggressive driving. Figure 11 shows the number of surveys collected during each wave of the campaign. A total of 438 drivers participated in the survey. Eight percent of the surveys were collected in the “before campaign”, 63 percent in the “during campaign,” and 29 percent in the “after campaign” time periods. The demographics of the respondents showed that 34 percent of drivers surveyed were females and 66 percent were males. A total of 21 percent of trucks drivers surveyed were females, and 79 percent were males. For passenger car surveys, about 37 percent of respondents were females and 63 percent were males. Table 5 shows the demographics of driving experience and age of respondents with their corresponding gender distribution.

Figure 11 Driver Surveys Collected

Table 5 Demographic Details Driving

Experience Female Male Age Female Male

< 1 year 4 2 < 21 years 43 42 1-3 years 5 1 21 to 39 years 46 79 3-5 years 5 8 40 to 59 years 31 103 > 5 years 83 188 >60 years 114 137

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18

6. MEASURE OF EFFECTIVENESS (MOE) 

To measure the effectiveness of the Better Driver Campaign, the before/after survey was compared at multiple time periods, including the two waves of “before campaign” surveys, five waves of “during campaign” surveys, and two waves of “after campaign” surveys. Additionally, the traffic flow on the targeted segment was compared, in particular the time headway, to determine if there was significant behavior change by drivers in maintaining safer following distances. Observed Headway vs. Stated Headway 

As can be seen Figure 19, “Time Headway” (“headway”) illustrates the time between two vehicles passing the same point and traveling in the same direction on a given route. This is important, as many crashes occur due to unsafe distances between two vehicles. The selected roadway segment has a higher truck-involved crash rate, and with the Better Driver Campaign it is desired that both truck and passenger car drivers relax their headways.

Figure 19 Time Headway

The Florida Driver License Handbook contains information regarding recommended headways for both truck and passenger car drivers. The handbook suggests that motorists driving passenger vehicles maintain at least 2-3 seconds of following distance from the vehicle ahead of them and that large semi trucks keep at least 4-6 seconds of following distance from the vehicle ahead of them. The following questions were asked of drivers to measure the understanding of safe headways between vehicles, and the results were compared with the observed headways on I-75. The observations were made on weekdays for a two-hour time period.

As can recommeseconds. maintain follow to Questionpassengerthem and

Figure 2seconds o2 secondfollow to Questionsemi tructhat pass

1

1

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2

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be seen in ended headw

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oo closely de

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d large semi t

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ds of headwaoo closely de

: It is recomcks keep at lenger vehicle

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

<=2

Figure 20, way, while 6the analysis -second headespite being

mmended bymaintain at le

trucks keep a

gure 20 Stat

at most passeHowever, it way on I-75. Tespite being

mmended by tleast a 5-6 sees maintain a

2 sec

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about 32 p60 percent thof observed

dway. This iaware of the

y the Florideast 2-3 secoat least ___

ted Headwa

enger car drwas found thThis is an indaware of the

the Florida Deconds of folat least ___ o

2-4 sec

Stated Headwa

percent of hink that thd headway ris an indicate recommend

da Driver Lionds of folloof following

ay vs. Obser

ivers stated at more than

dication that e recommend

Driver Licenllowing distaof following

4-6 sec

ay Obs

truck drivere recommen

revealed thattion that trucded followin

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that recommn 55 percent passenger c

ded followin

nse Handbooance from thdistance from

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rs are awarnd headway t 58 percentck drivers hang distance.

dbook, that mnce from the om the vehicl

ay (Truck)

mend headwof drivers m

car drivers hang distance.

k that motorhe vehicle ahm the vehicle

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re of the cois longer th

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motorists drvehicle ahe

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rists driving head of theme ahead of th

8 sec

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orrect han 6 rivers ncy to

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To compvideotapeHeadway

To analyand it wasum test and afterheadway

CCC

Figure 2

ay Change A

pare possibleed and headys were mea

yze the measuas found that

with continr headways.

y data were te

Considering hConsidering hConsidering a

0%5%

10%15%20%25%30%35%40%45%50%

21 Stated H

 Analysis 

e changes odways were sured by lan

Figur

ured headwat most measu

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ested for fur

headways thheadways thall time head

<=1 sec

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of headwaymeasured. T

nes and direc

re 22 Outsid

ay, a normalurements faition method e the effect

rther breakup

hat are ≤ 2 sehat are ≤ 6 sedways

1-2 sec

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. Observed

before and Truck and cctions.

de Lane and

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p:

econds onlyeconds only

2-3 sec

ay Obs

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after the cacar headway

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as done befomality checkd to assess

s “closely fo

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ampaign, trays were mea

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ore the T-tesk. Therefore,

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21

Table 6 summarizes the results of the statistical tests, which compare the headway change between any two days.

Table 6 Statistical Tests for Headway Comparison

Each vertical column in the tables above represents the result of statistical test between corresponding two days.

Each column has either or , which indicate the result of the statistical test.

This indicates that there is no change in the headway trend on the corresponding two days.

This indicates that there is change in the headway trend on the corresponding two days. Headways for trucks before and after the campaign remained the same, while passenger car headways showed a slight variation. Overall, it seemed that traffic does not show statistically significant changes due to the campaign. One possible reason is that the campaign was successful but only a small number of drivers were exposed to it compared to the daily traffic volume on I-75. Stated Driver Behavior Change by the Better Driver Campaign  

Truck drivers indicated that they encountered aggressive driving less frequently after the Better Driver Campaign. Before the campaign, about 95 percent of truck drivers stated that they encountered aggressive drivers “every day.” After the campaign, the self-reported frequency of encountering aggressive drivers was reduced to 63 percent.

Figure 2

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be seen in Fg encounterirs stated the

and progressve driving. Hof drivers rep

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24

25

Driver Awareness of the Better Driver Campaign  

A total of 192 people were contacted for the intercept survey at rest areas on I-75 after the campaign, and 127 drivers agreed to participate in the survey. The demographic details of participants are summarized in Table 7.

Table 7 Intercept Survey Demographic Details

Experience Female Male Ages Female Male < 1 1 2 21 2 0 1-3 2 0 21-39 14 17 3-5 3 1 40-59 7 22 > 5 20 39 > 60 4 7

Total 26 42 Total 27 46 A total of 74 percent of truck drivers and 52 percent of passenger car drivers indicated that they were aware of the Better Driver Campaign. Table 8 shows how they were exposed to the campaign.

Table 8 Driver Exposure to the Better Driver Campaign Truck Drivers

(Total Response:23) Passenger Car Drivers

(Total Response:50) Billboards on I-75 Yes (21) No (2) Yes (44) No (6) News on TV Yes (6) No (17) Yes (22) No (28) Website Visit Yes (7) No (16) Yes (7) No (43) Campaign Outreach Yes (4) No (19) Yes (19) No (31)

( ): Number of responses Also, for those drivers who indicated that they were aware of the Better Driver Campaign, several questions were asked to test their understanding regarding the Better Driver Campaign’s message. A total of 96 percent of truck drivers and 92 percent of passenger car drivers correctly answered that the Better Driver Campaign addresses aggressive driving in Florida. As can be seen in Figure 27, 74 percent of truck drivers and 66 percent of passenger car drivers correctly identified the slogan of the Better Driver Campaign; interestingly, 17 percent of truck drivers and 34 percent of passenger car drivers got confused with the “Click It or Ticket” slogan.

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28

29

Website Log 

A total of 1,078 visited were made to the Better Driver website, and the website received 12,350 hits. Table 9 summarizes the log of campaign website.

Table 9 Website Log Hits Total Hits 12,350 Average Hits per Day 274 Average Hits per Visitor 11.46 Page Views Total Page Views 1,834 Average Page Views per Day 40 Average Page Views per Visitor 1.70 Visitors Total Visitors 1,078 Average Visitors per Day 23

Figures 30 and 31 show the details of the daily log and page access. As can be seen, the website received the most daily hits when public media aired the campaign. The survey and self-test pages were the most visited after the main page.

Figure 30 Daily Visitors and Hits

30

Figure 31 Daily Page Access and Most Popular Pages

 

31

7. LESSONS LEARNED 

Better Driver Campaign was very successful in promoting the awareness of aggressive driving in Florida and in assessing Florida driver attitudes toward aggressive driving in general. Findings are summarized as follows.

• The Better Driver Campaign was successful in reaching trucks and passenger car drivers and educating them about the hazards of aggressive driving. A survey before the campaign showed that only 11 percent of passenger car drivers and 42 percent of truck drivers had received any educational material on “aggressive driving.” After the Better Driver campaign, 66 percent of passenger car drivers and 34 percent of truck drivers who were randomly contacted at rest areas of I-75 indicated that they were aware of the campaign.

• According to the after survey, the number of truck drivers who stated that they encounter

other aggressive drivers daily was reduced by 30 percent.

• The Better Driver Campaign was successful in creating awareness and bringing behavioral change by providing information about aggressive driving, with about 57 percent of truck drivers and 58 percent of passenger car drivers strongly agreeing. A total of 43 percent of truck drivers and 32 percent of passenger car drivers agreed that they are ready to give up aggressive driving after exposure to this campaign.

• The Better Driver Campaign was appreciated by the survey respondents, who indicated a

clearer understanding of aggressive driving after the campaign. Many respondents encouraged the Better Driver Campaign team for having such a safety campaign, and several survey respondents indicated that the survey actually helped them realize that they were conducting aggressive maneuvers that they needed to rectify.

• Improper lane change was found to be one of the most severe aggressive driving

maneuvers contributing to all crashes. The findings indicated an increase in improper lane change crashes by 34 percent for all truck crashes and about 23 percent for all passenger car crashes from 2003 to 2006.

• The 2008 Auto Vantage Road Rage Survey ranked Tampa at 16th in terms of least

courteous city in the U.S. for road rage. This is supported by the Better Driver Campaign, where about 73 percent of truck drivers and 46 percent of passenger car drivers reported encountering aggressive drivers on a daily basis.

• The campaign was very effective in bringing out specific attitudes of truck drivers and

passenger car drivers towards aggressive driving. “Cutting off” was identified as the most upsetting maneuver by truck drivers and “tailgating” was reported as most upsetting maneuver by passenger car drivers. Interestingly “distracted driving (using a cell phone)” was the most common upsetting maneuver for both passenger car drivers and truck drivers.

32

• Most of the truck drivers and passenger car drivers were aware of the correct minimum following distance to be maintained from the vehicle ahead of them, but analysis of the data collected from video recording showed that they disregard this distance. This indicates that there is a need to persuade and affect the perceived social norms and attitudes of drivers.

• When drivers were asked about which driving behaviors they would consider to be

aggressive, the responses followed a trend similar to the one observed in Los Angeles.

• The use of a website as an outreach method was found to be very effective in making the information accessible to the drivers. With 274 hits a day, the website proved to be effective in spreading the Better Driver Campaign message; however, it was found that not many truck drivers benefited from the website as they have less access to the internet.

• The occurrence of aggressive driving does not seem to differ with respect to gender, age

and driving experience and appears to be commonly found in drivers, as indicated by the survey results.

• One of the key findings was that drivers are becoming insensitive to speeding; only 15

percent of truck drivers and 23 percent of passenger car drivers considered speeding to be aggressive. One of the key messages of the Better Driver Campaign - “Watch your speed” - aims to increase the visibility of this issue of aggressive driving.

• The campaign successfully identified that reaching drivers through radio advertisements

is a good option, as about 53 percent of truck drivers and 57 percent of passenger car drivers use their radio. However, if truck drivers only are to be targeted, Sirius-XM radio and TV are the next best media; for passenger car drivers, newspapers and the internet are the next best after radio.

• About 42 percent of both passenger car and truck drivers feel that using a combination of

education and enforcement is the most effective way to address aggressive driving. Additionally, about 22 percent of drivers feel that increased enforcement is an effective to deal with aggressive driving.

   

33

8. CONCLUSION 

The Better Driver Campaign was conducted to address aggressive driving in Florida. “Aggressive Driving Gets You Nowhere Fast” was selected as the slogan for the campaign and three key messages - “Share the Road,” “Maintain a Safe Distance,” and “Watch Your Speed” - were adopted to promote the campaign. Six billboards that showed the campaign message were placed on a selected segment of I-75, and a campaign website (www.betterdriver.org) was launched. Public outreach activities were conducted on a weekly basis at rest areas on I-75. The campaign was well-covered by the news media. The Better Driver Campaign provided drivers with safety tips on how to avoid being an aggressive driver and how to deal with other aggressive drivers. Surveys were used to measure the exposure, knowledge, and self reported behavior of drivers with respect to aggressive driving. Also, headways were measured before and after the campaign to see if there was any change due to the campaign. Overall, it seemed that traffic does not show statistically significant changes due to the campaign. The Better Driver Campaign was effective in reaching and educating truck and passenger car drivers about the hazards of aggressive driving. The after survey showed that the knowledge and awareness of aggressive driving among drivers increased due to the campaign. Also, the survey confirmed that the campaign was successful in bringing behavioral change by providing information about aggressive driving. About 57 percent of truck drivers and 58 percent of passenger car drivers strongly agreed, and 43 percent of truck drivers and 32 percent of passenger car drivers agreed that they were ready to give up aggressive driving after exposure to this campaign. In general, the Better Driver Campaign was appreciated by the public, and many respondents encouraged the Better Driver Campaign team for having such a safety campaign. It is recommended to make continuous efforts to educate public regarding the hazards of aggressive driving and let them understand “Aggressive Driving Gets You Nowhere Fast.”  

34

APPENDIX A: LIST OF CONTACTED COMPANIES 

No Company

1 Davis Express Inc 2 Delta trucking 3 DT Transport 4 HART TRANSPORTATION INC 5 Davis Concreting Inc 6 Diamond C Transport 7 DBA Trucking LLC 8 Wanda Hayter 9 Honey Transport Inc 10 HyPower Inc 11 Harbor Transport Inc 12 Hyse Trucking Inc 13 USF transportation 14 DUI Counterattack 15 Dianne Sippe 16 HCSO Research and Development 17 Fleet Global Services 18 Advantage Transportation 19 Transportation 20 Sandy 21 FMX 22 FEC Highway Services 23 Debbie Ramzy 24 Florida Rock & Tank Lines, Inc. Pensacola 25 Florida Rock & Tank Lines, Inc. Panama City 26 Florida Rock & Tank Lines, Inc. White Springs 27 Florida Rock & Tank Lines, Inc. Jacksonville 28 Florida Rock & Tank Lines, Inc. Ocoee 29 Florida Rock & Tank Lines, Inc. Tampa 30 Dade Paper Company 31 Florida Public Utilities 32 Alyeska Transportation Management Services Inc

35

33 Cheney Brothers, Inc. 34 Quick Trip Express Freight Service, Inc. 35 C & C Pumping Services, Inc. 36 Waste Pro USA 37 Cliff Berry, Inc. 38 Florida Pest Control & Chemical Co. 39 Emerald Waste Services 40 K&N TRUCKING 41 HosePower USA 42 General Crane USA 43 Mears Destination Services Inc 44 Moran Environmental Recovery LLC 45 Trawick Construction 46 Nature’s Way Nursery of Miami, Inc 47 J.B. Coxwell Contracting, Inc 48 MCI Express 49 DMV Offices in Hillsborough County