Fall 2008 Spring 2009 ReviewTransportation Planning Board

10/21/2009, Item #12

Transportation Planning Board

10/21/2009, Item #12

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Average Annual Pedestrian, Bicyclist & Motorized Fatalities in the Washington Region, 1998-2008

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Pedestrian & Bicyclist Deaths

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Jurisdiction 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 Total Average

District of Columbia

17 18 20 15 9 18 14 19 17 27 15 189 18.9

Charles County 3 6 3 2 5 3 1 6 2 6 1 38 3.8

Frederick County 2 6 4 0 2 4 2 2 4 1 0 27 2.7

Montgomery County

12 20 17 11 16 12 15 12 15 17 16 163 16.3

Prince George’s County

25 19 16 30 28 30 19 36 20 29 41 293 29.3

Arlington County 2 2 5 4 2 3 2 3 1 1 1 26 2.6

City of Alexandria 0 3 2 2 3 2 1 2 1 2 0 18 1.8

Fairfax County 10 13 20 18 12 7 16 11 20 18 4 149 14.9

City of Fairfax 0 0 0 0 1 1 0 1 0 0 0 3 0.3

City of Falls Church

0 0 1 0 1 0 0 0 0 0 0 2 0.2

Loudoun County 1 1 1 1 3 3 2 3 1 3 0 19 1.9

City of Manassas 0 1 1 0 0 0 0 0 0 0 0 2 0.2

City of Manassas Park

0 0 0 0 0 0 0 0 0 0 0 0 0

Prince William County

1 3 2  0 3 3 2 2 1 6 6 29 2.9

Total 73 92 92 83 85 86 74 97 82 110 84 958 95.8

Sources: 2008 NHTSA State Traffic Safety Information; MSHA Maryland Highway Safety Office; DDOT 2008 Safety Facts, Virginia Department of Motor Vehicles CAP (Centralized Accident Processing) System

Pedestrian & Bicyclist Injuries

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Jurisdiction 1999 2000 2001 2002 2003 2004 2005 2006 2007 Total Average

District of Columbia

718 851 935 779 844 962 998 953 769 7809 868

Charles County 31 34 60 35 44 53 57 34 46 394 44Frederick County 61 71 62 72 71 55 55 52 40 539 60

Montgomery County

482 499 514 477 539 524 532 560 534 4661 518

Prince George’s County

444 469 517 486 505 456 510 479 485 4351 483

Arlington County 170 185 180 160 154 167 140 178 151 1485 165City of Alexandria 107 78 105 90 81 67 104 81 87 800 89

Fairfax County 376 379 372 368 388 373 374 402 361 3393 377City of Fairfax 21 20 22 22 30 22 16 25 18 196 22City of Falls

Church11 14 13 13 6 9 9 5 4 84 9

Loudoun County 42 36 52 47 52 48 49 52 45 423 47

City of Manassas 11 13 22 15 19 21 28 20 17 166 18City of Manassas

Park2 7 8 6 2 3 2 5 3 38 4

Prince William County

76 61 78 69 75 72 79 103 55 668 74

Total 2552 2717 2940 2639 2810 2832 2953 2949 2615 25007

2779

Sources: 2008 NHTSA State Traffic Safety Information; MSHA Maryland Highway Safety Office; DDOT 2008 Safety Facts, Viriginia Department of Motor Vehicles CAP (Centralized Accident Processing) System

The “Street Smart” Campaign • Concentrated waves of Radio, Transit, and Internet

advertising designed to change driver, pedestrian, and cyclist behavior

• Supported by concurrent law enforcement

• Funded by Federal Funds with voluntary matching contributions from WMATA, TPB Member Governments, since Fall 2002

• Run twice annually since 2007• Fall and Spring waves • November 2008 and March-April 2009

• FY 2009 budget was $707,000– Spring 2009 $430,000

• Details at http://streetsmart.mwcog.org504/20/23

Why have a Media Campaign?• Three E’s of Safety: Engineering, Education, and Enforcement

• “Street Smart” Educates through mass media

– Drive-time radio reaches drivers while they drive

– Transit ad for pedestrians while they walk

– Highly publicized law enforcement

– Simple messages

– A single campaign for a single media market

• Street Smart supports and complements other efforts– School-Based Education

• Safe Routes to School

– Driver Education/Licensing

– Design/Build Safe Streets and Communities

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FALL 2008 CAMPAIGN THEME

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SPRING 2009 CAMPAIGN

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Hand-Outs

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All Materials in English and Spanish

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CAMPAIGN HIGHLIGHTS

Fall 2008 Campaign:•570 radio spots

•16 transit shelters

•500 interior bus cards

•150 bus kings

•Internet – in-banner videos thru advertising.com and on wtopnews.com

•525 posters / 82,000 handouts

Spring 2009 Campaign:•1,010 radio spots

•57 transit shelters

•1,024 interior bus cards

•200 bus backs

•Internet advertising on wtopnews.com

•4,400 posters / 105,000 handouts

Spring 2009 Campaign:•1,010 radio spots

•57 transit shelters

•1,024 interior bus cards

•200 bus backs

•Internet advertising on wtopnews.com

•4,400 posters / 105,000 handouts

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ADDED & EARNED MEDIA

Total Added and Earned Media: $284,316• Earned Media Value (combined total): $100,649

• Campaign launch events earned more than 4.4 million media impressions with

48 broadcast hits at least 14 print/online articles

• Added Value (combined total): $183,667

• $63,387 in free radio spots

• $109,930 in free outdoor including transit shelters, interior bus cards, bus kings and bus backs

• $10,350 in free internet advertising

•See the Annual Report for more details

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Kick-Off Press Event March 25Reeves Center, District of Columbia

• Patrick Burke, Assistant Chief of Police, DC MPD

• Penny Gross, COG Chair• William Euille, Mayor, City of

Alexandria• Gabe Klein, Director, DDOT• J. Walter Tejada, Arlington County

Board• Tom Didone, Captain, Montgomery

County Police Department• Peter Moe, Maryland Highway Safety

Office• Eric Gilliland, Executive Director,

Washington Area Bicyclist Association

Speakers:

ENFORCEMENT

38,961 citations and 4,803 warnings were issued to motorists, pedestrians and cyclists in

Alexandria, Fairfax County, Montgomery County and the District of Columbia during the Spring 2009

campaign. *

* Actual numbers may be higher. This statistic was based on the actual number of Enforcement Reports received at the conclusion of the campaign.

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SPRING 2009 MESSAGE AWARENESS

4

13

31

47

27

60

3531

40

23

33 33

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From pre and post-campaign telephone surveys of 300 area motorists

FY 2010 Activities & Funding

• Fall Wave - November– Media, Enforcement, Public Relations– Will use existing materials– Press Event November 10th

• Spring Wave– March-April 2010– New Materials to be developed

• Budget will be about $650,000– Local funding support decreased, Federal/State funds increased – Funding commitments sufficient for Fall & Spring campaign waves– In accordance with TPB Resolution R20-2005, letters requesting funds at a

level of five cents per capita were sent to TPB members in February 2009, and will be sent again in early 2010

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Source Oct-02 Apr-04 Jun-05 Mar-06 Mar-07Fall 2007 & Spring 2008

Fall 2008 & Spring 2009

Fall 2009 & Spring

2010 (to date)

DDOT* $100,000 $100,000 $100,000 $100,000 $100,000 $200,000 $200,000  $200,000

DC MPD*     $80,000   $30,000    

Maryland SHA* $115,000 $100,000 $58,000 $50,000 $100,100 $130,300 $130,000 $143,000

Virginia DMV* $100,000 $100,000 $75,000 $100,000 $75,000 $100,000 $100,000 $100,000

WMATA           $150,000 $150,000 $150,000

LocalGovernmentContributions $100,000 $90,000 $80,000 $91,300 $113,700 $158,500 $120,600 $54,800

               

PrivateSponsorship         $10,000    

               

Grand Total $415,000 $390,000 $393,000 $341,300 $428,800 $738,800 $700,600 $647,800

* Federal pass-through

Street Smart Funding, 2002-2009

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Local Government ContributionsSource Oct-02 Apr-04 Jun-05 Mar-06 Mar-07 FY 2008 FY 2009 FY 2010 (to date)

City of Alexandria $5,000 $5,000 $5,000 $6,800 $6,800 $6,800 $6,800 $7,000

Arlington County   $10,000 $10,000 $10,100 $10,100 $10,100 $10,300

City of Bowie              

Charles County, urbanized area              

City of College Park             $600

City of Fairfax       $1,100      

City of Frederick              

City of Falls Church       $500 $500    

Fairfax County $50,000 $50,000 $50,000 $52,800 $52,800 $52,800 $54,800 $5,000

Frederick County              

City of Gaithersburg           $3,100 $3,100

City of Greenbelt       $500      

Loudoun County              

City of Manassas              

City of Manassas Park       $700   $700  

Montgomery County $45,000 $10,000 $10,000 $10,000 $40,600 $45,000 $45,000 $42,000

Prince George's County   $15,000 $5,000 $5,000   $37,100  

Prince William County              

City of Rockville       $2,900 $2,900 $2,900  

City of Takoma Park       $900       $800

Total Local $100,000 $90,000 $80,000 $91,300 $113,700 $158,500 $120,600 $54,8001804/20/23

How can TPB Member Jurisdictions Help?

• Financial Support– Matches federal money– State funding agencies see it as a sign of local commitment– We are still accepting voluntary contributions

• Technical Support & Advice– Financial contributors serve on the Advisory Group– Shape the messages– Provide information

• Concurrent Law Enforcement• Host press event• Distribute/post materials• Carry out their own 3 “E” Safety Programs

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Summary

• The Campaign leverages earned media valued at nearly half the program budget

• The target audience is hearing and remembering the campaign messages

• The Campaign supports other safety efforts• Sustained effort is needed

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