Enhancing Traffic Safety CultureTo Move Towards Zero Deaths

Vision Zero Symposium

Philadelphia, PADecember 3, 2015

AAA Foundation• Established in 1947• 501(c)(3) Not-For-Profit• Research affiliate of AAA/CAA• North American Focus• Funded Through Generosity of:

Mission:• Identify traffic safety problems• Foster research that seeks solutions• Disseminate information & educational resources

Saving lives through research and education

“One death is unacceptable, and one death every 15 minutes is outrageous.”

“Vision Zero” is essential.”

To achieve Vision Zero we must enhance traffic safety culture, and to

enhance the traffic safety culture, we must

ultimately achieve Vision Zero.

Traffic Safety Culture

“Implicit shared values and beliefs that determine the way in which society acts in matters that affect traffic safety.”

Existing Safety Culture

• Complacent, not outraged• Do as I say, not as I do• All drivers born in Lake Wobegon• Safety is our top priority, but …• We lack the political will to increase

investment in highway safety• Reluctant to set a TZD or Vision

Zero goal

Enhanced Traffic Safety Culture

“A social climate in which traffic safety is highly valued and rigorously pursued.”

Social Ecology

[Source: Nic Ward, WTI

• Compendium and synthesis available

• Ignited national dialogue on the issue

• National survey of knowledge, beliefs, attitudes and behaviors

• Culture of complacency

• Prevailing attitude: “Do as I say, not as I

do.”

TSCI - Key Findings - Individuals

Did in last 30 days

Unacceptable

Serious Threat

27%

Texting and Emailing while Driving

96%

96%

Did in last 30 days

Unacceptable

Serious threat

29%

96%

81%

Drowsy Driving

Did in last 30 days

Unacceptable

Serious threat

36%

Red Light Running

94%

84%

Cell Phone Use

Talking on the phone while driving

40% support a complete cell phone ban

70% agree “It should be forbidden to talk on the phone while driving.”

9% report regularly talking on the phone while driving (69% report doing so at least once in the past 30 days)

4% indicate they always or almost always talk on the phone while driving

Pennsylvania TSCIAttitudes, Beliefs, and Behaviors of drivers in PA generally align with those of U.S. drivers, with the following exceptions:

Drove without wearing seatbelt

Support for red light cameras on residential streets

Drove 15 mph over the limit on a freeway

Drove 10 mph over the limit on a residential street

0% 50%

0.29

0.610000000000001

0.630000000000001

0.52

0.18

0.53

0.46

0.44

U.S.PA

What can be done?

Culture change is possible, but it is:

ComplexLong termNo silver bulletNo one size fits all solution

Significant Shifts in Health and Culture

Source: CDC, Grant Baldwin, PhD, MPHGwen Bergen, PhD, MPH

• Smoking

• Helmet Use & Return to Play

• Drunk Driving

What can we do?

10. Adopt “Vision Zero,”

9. Reframe the debate as a public

health issue,

8. Educate and engage the public,

7. Refine public awareness

campaigns,

6. Start early,

What can be done?

5. Focus on things that work,

4. Innovate,

3. Increase accountability and

transparency,

2. Support more research and

evaluations,

1. Be a Safety Ambassador

“ Never believe that a few caring people can’t change the world. For, indeed, that’s all who ever have.” Margaret Mead

www.AAAFoundation.org