isbn: 978-1-56051-387-2 publ. code.: slf3-1

http://www.transportation.org/

ISBN: 978-1-56051-387-2 Publ. Code.: SLF3-1

AMERICAN ASSOCIATION OF STATE HIGHWAY AND TRANSPORTATION OFFICIALS

444 North Capitol Street, N.W.Suite 249

Washington, DC 20001(202) 624-5800

www.transportation.orgsafety.transportation.org

© Copyright 2007, by the American Association of State Highway and Transportation Officials.All Rights Reserved. Printed in the United States of America. This book, or parts thereof,

may not be reproduced in any form without permission of the publishers.

© 2007 by the American Association of State Highway and Transportation Officials.All rights reserved. Duplication is a violation of applicable law.



http://safety.transportation.org/

Prepared for National Cooperative Highway Research Program

Transportation Research Boardof the National Academies



ii

ACKNOWLEDGMENT OF SPONSORSHIP

This work was sponsored by the American Association of State Highway and Transporta-tion Officials, in cooperation with the Federal Highway Administration, and was con-

ducted in the National Cooperative Highway Research Program which is administered bythe Transportation Research Board of the

National Academies.

AUTHOR ACKNOWLEDGMENTS

The research reported herein was performed under NCHRP Project 17-18 (016) by theMercer Consulting Group (MCG) LLC. Betty J. Mercer, President of

MCG LLC, was the Project Director and Author.

DISCLAIMER

This is an uncorrected draft as submitted by the research agency. The opinions and con-clusions expressed or implied in the report are those of the research agency. They are not

necessarily those of the Transportation Research Board, the National Academies or the program sponsors.


iii

AMERICAN ASSOCIATION OF STATE HIGHWAY

AND TRANSPORTATION OFFICIALS

Executive Committee 2006–2007

President: Victor Mendez, Arizona

Vice President: Pete Rahn, Missouri

Secretary/Treasurer: Carlos Braceras, Utah

Regional Representatives

Region I Allen Biehler, Pennsylvania, One-Year Term

David Cole, Maine, Two-Year Term

Region II Joe McInnes, Alabama, One-Year Term

Stephanie Kopelousos, Florida, Two-Year Term

Region III Carol Molnau, Minnesota, One-Year Term

Debra Miller, Kansas, Two-Year Term

Region IV Victor Mendez, Arizona, One-Year Term

Gary Ridley, Oklahoma, Two-Year Term

Immediate Past President: Harold Linnenkohl, Georgia

Executive Director: John C. Horsley, Washington, DC


iv

STANDING COMMITTEE ON HIGHWAY TRAFFIC SAFETY

CHAIR Pete Rahn, Missouri

VICE CHAIR Susan Martinovich, Nevada

SECRETARY Jeffrey A. Lindley, FHWA

LIAISON Keith Sinclair, FHWA to AASHTO

LIAISON Anthony R. Kane, AASHTO

Region I

Vermont Richard TetreaultMaine Bruce A. Ibarguen P.E.Maryland Ron LippsNew Jersey Patricia OttPennsylvania Girish (Gary) N. Modi

Region II

Alabama D. W. VaughnFlorida Marianne TrussellMississippi James WillisWest Virginia Barry WarhoftigSouth Carolina Terecia W. Wilson

Region III

Illinois Priscilla A. TobiasIowa Tom WelchKentucky Boyd T. SiglerMissouri Kevin Keith Wisconsin Lynne B. Judd

Region IV

Oregon Troy E. CostalesTexas Carlos A. LopezWashington Theodore TrepanierWyoming John F. CoxIdaho Steven C. Hutchinson

At-Large—Voting Member

Alabama Charles E. AndrewsCalifornia Mike BrownMichigan Larry E. Tibbits P.E.Virginia Demerst .B.SmitVacancy

U.S. DOT Associate Member

FMCSA William A. QuadeNHTSA Marlene Markison

Associate Member—Federal

SDDCTEA Richard L QuesenberryUSDA Forest Tom PettigrewService

Transportation Research Board

TRB Charles Niessner Richard F. Pain Ph.D.

Other Organizations

AAMVA Sheldon FritsnerGHSA Barbara HarshaITE Edward StollofIACP Richard AshtonNACE Anthony R. Giancola P.E.NASEMSO Dia GainorNTSB Michele Ann McMurtry P.E.


1

TABLE OF CONTENTS

Executive Summary.................................................................................................2

Setting the Stage for Safety .....................................................................................2

Award Winning Strategies—Three Case Studies ....................................................3

Iowa: The Data Trio—Collection, Analysis, and Application ...........................3

Michigan: Traffic Safety Networking at Its Finest ............................................3

Washington State: Sights Set on Target Zero ....................................................4

Conversation Circles—Making It Personal .............................................................5

Data Sharing and Local Road Issues .................................................................5

Driver Behavior Counter Measures ...................................................................7

Maintaining the Momentum ....................................................................................8

The Fifth “E”—Everyone..................................................................................8

Where Do We Go from Here? ...........................................................................9

Discovering “The Secret” ..................................................................................9

AASHTO Board Takes Up the Challenge ...............................................................9

Resources...............................................................................................................10

Action Items ..........................................................................................................10

Appendix A. GHSA’s Ten Cs of Success ............................................................A-1

Appendix B. CEO Safety Actions Checklist .......................................................B-1


2

Executive Summary

The third AASHTO Safety Leadership Forum pro-

vided an excellent opportunity for the State De-

partments of Transportation (DOTs) to consider

critical steps toward achieving desired state and national

transportation safety improvement goals.

Attendees were first inspired by the success stories of

three AASHTO award-winning states. Their ability to de-

velop a culture of traffic safety over time enabled these

states to achieve a high rate of success. Common critical

factors included: a high emphasis on obtaining and widely

distributing crash data and analysis tools, promoting

broad-based collaboration among state and local agencies,

and focusing on an aggressive statewide safety goal.

These discussions provided a springboard for an enthusias-

tic and fruitful interactive discussion amongst all attendees.

A number of innovative strategies and best practices were

considered in two key emphasis areas: data sharing and

local roads, and driver behavior countermeasures. Addi-

tional technical resources as well as helpful future actions

were identified to be considered by AASHTO and others to

assist the states.

Now armed with a wealth of information, the partici-

pants were motivated to maintain the momentum.

State and Federal leaders challenged everyone to person-

ally provide the renewed leadership and sense of urgency

needed to move safety agendas forward. Working from a

suggested safety action checklist, each state committed

to the strategies they would plan to deploy in the imme-

diate future.

A short time later, the AASHTO Board of Directors

adopted a new goal to reduce highway fatalities by half

over the next two decades. Working together in a syner-

gistic manner, learning from the experiences of others,

and providing a personal commitment to safety, the fu-

ture can hold much promise for increased success.

Setting the Stage for Safety

The convening of the third AASHTO Safety Leadership

Forum by AASHTO President Victor Mendez, Arizona

Department of Transportation (DOT) Director, provided

another key opportunity for the state DOTs to obtain in-

formation they need to move even more aggressively for-

ward to improve transportation safety. With the advent of

the Federal initiative to generate a comprehensive Strate-

gic Highway Safety Plan (SHSP) in every state, the

sense of urgency has grown increasingly higher each

year to identify the most effective strategies to reduce

traffic-related deaths and injuries.

A major challenge is that the SHSP must address both

state and local roadways even though the state DOTs

often have no authority over the majority of the very

roadways where many or most of the fatalities occur.

The Forum provided a unique opportunity for state CEOs

to learn about the latest best practices and promising new

strategies being implemented by the states to address this

challenge. In addition, a number of helpful resources

“If we are going to make headway on this tough

problem, it’s going to take leadership—from you.

I challenge all of you to embrace this issue and put

your own mark on it, and in turn to challenge your

colleagues and employees to take up the fight.”

—Victor Mendez, AASHTO President


3

AASHTO Safe t y Leader sh ip Forum I I I

were highlighted for the participants to reference and

share with their staff later.

Perhaps most inspirational, a high level of enthusiasm

and commitment to improving safety was repeatedly

heard from the speakers and participants throughout the

Forum. With the common goal of seeking the most effec-

tive methods to save even one life, the most compelling

message was to personalize the issue—not only to DOT

staff but also to the general public.

Award Winning Strategies—ThreeCase Studies

To set the stage, Iowa, Michigan, and Washington—in-

augural winners of the AASHTO Safety Leadership

Awards—showcased their success in developing a long-

term culture of traffic safety which is the subject of anFHWA/AASHTO/NCHRP case study.

Iowa: The Data Trio—Collection,

Analysis, and Application

The presentation by Iowa DOT’s CEO, Nancy Richard-

son, featured their solid foundation of advanced traffic

crash data collection and analysis resources and applica-

tion tools. Their data is available to all state and local

transportation agencies. Due to the highly rural nature of

the majority of the state’s roads, a strong partnership has

been developed between the state and local agencies.

Using teamwork, Iowa ensures that the agencies which

have responsibility for the roadways where a high num-

ber of fatalities and injuries occur have the information

and expertise they need. Data-driven decision-making is

the hallmark of every planning document and program-

ming choice. By contracting with the University of Iowa

at Ames to provide consultant services and to develop

data tools rather than use in-house services, the state

DOT signaled a clear message to the locals. The state is

an equal customer with the same need for accurate and

timely data. Data is now available on demand. A re-

sponse can be rapidly given when a legislator calls with

a question from a constituent regarding a DOT decision.

The “real story” can be quickly explained and clarified

with the data to back it up.

Using funds generated by a portion of the state road use

tax, the “worst first” state and local corridors and inter-

sections are improved through low-cost safety enhance-

ments. Many data analysis tools have been custom

developed and made available to the local agencies to

better understand their issues and identify effective solu-

tions. Other state initiatives have provided statewide

focus on the younger and older driver in coordination

with the highway safety office. The combination of these

strategies and the teamwork of many other partners have

won Iowa the distinction of a fatality rate which hastrended downward over the past five years—the oppositedirection of the national rate. Bringing the messagehome to the public with the theme of “1 death is 1 too many,” and framed by the inspirational words of ThomasJefferson, the sate hopes to push past the “low hanging fruit” solutions and find effective countermeasures toreduce traffic deaths by another 10 percent.

Michigan: Traffic Safety Networking

at Its Finest

MDOT CEO Kirk Steudle is a firm believer in achieving

the national safety goal one state at a time and Michigan

is contributing its share. The state’s current fatality rate of 1.05 per 100 million vehicle miles traveled (VMT) is well below the 2005 national rate and the lowest in the

state’s history. The successful creation of a traffic safety

culture is attributed to strong roots that first began in

1941 when the legislature formed the Michigan State

Safety Commission. The cabinet level commissioners

began a process of collaboration which continues today in

“The care of human life and happiness…is the first

and only objective of good government.”

—Thomas Jefferson


the elevated form of a Governor’s Traffic Safety Advisory

Commission (GTSAC). Now composed of both state and

local agency representatives, the GTSAC encompasses all

of the 4 Es (engineering, enforcement, education, and

emergency medical services). With the state DOT having

responsibility for only eight percent of the roadway, but

with 61 percent of the crashes occurring on local roads,

any attempt to improve traffic safety must be fully inclu-

sive of the local agencies. Long recognizing the impor-

tance of quality data as part of the safety solution, the

state has invested millions of dollars to provide web-

based technology, making quality data quickly available

to all users. Using the data to determine its focus areas,

Michigan has targeted seat belt use and increased its rate

to 93.4 percent, second highest in the country. The data

has also identified lane departures and intersection

crashes as prime targets of opportunity for attention

through low-cost safety improvement projects. With prac-

tical advice from Missouri as a backdrop, the state recog-

nizes the need for a true commitment and action by each

individual. Looking forward, the need to prepare others to

pick up the torch is evident to the DOT. Each staffer is re-

minded that they have influence to promote traffic safety

beyond work to every aspect of their life including the

community, family, church, and civic clubs.

Washington State: Sights Set on

Target Zero

Since 1980, although the national fatality rate has de-

clined 56 percent, Washington State has experienced an

even greater decrease: 70 percent for all public roads and

74 percent for state highways. And Washington cur-

rently has the highest safety belt use rate in the country

at 96.3 percent. The Washington State Traffic Safety

Commission is a 10-member board which leads these ef-

forts and is chaired by the Governor. In 2000, the State’s

Strategic Highway Safety Plan (SHSP) identified a Tar-

get Zero goal—zero deaths by 2030. This goal provides

a widely-viewed and clear focus for the statewide traffic

safety community. Impaired driving and speed are the

number one priority for Target Zero. The sate legislature

works closely with the Commission and is thoroughly

involved in key public policy and funding issues. With

92 percent of the roads owned by locals, the rationale is

clear for the sate to make millions of dollars in funding

available to local agencies for low-cost enhancement

treatments. Sites are identified annually through high-

crash location listings. A system of 23 Community Traf-

fic Safety Task Forces covers 85 percent of the

population. Partially funded by the Commission, these

professionals mobilize citizen volunteers and local gov-

ernment leaders to promote safe driving and support

local law enforcement activity. By placing a high empha-

sis on performance measurement, accountability is used

as another driver of positive results. The Washington

State Department of Transportation (WSDOT) provides

three forms of performance reporting: the Gray Note-

book, the Governor’s Government Management Ac-

countability and Performance (GMAP) initiative, and the

information posted on their web site. When the state’s

SHSP was recently updated, the process began with a

much more comprehensive data analysis effort and fea-

tured additional collaboration involving all the major

safety partners. With Target Zero as their continuing

guidepost, Washington intends to bolster its safety suc-

cess to new heights.

DREAMS – (ACTIONS) = squat

—Pete Rahn, Missouri DOT

Washington’s Measures, Markers and Mileposts, also

called the Gray Notebook, provides quarterly, in-

depth reports on agency and transportation system

performance. The report keeps the state DOT ac-

countable to the governor, citizens, legislators, and

transportation organizations.


4 © 2007 by the American Association of State Highway and Transportation Officials.All rights reserved. Duplication is a violation of applicable law.

Complete Case Studies Available

This Fall

The three featured state case study reports will be completed

and available for distribution in Fall 2007. The presentations

made by the state CEOs at the Forum are currently available

on the web at: http://safety.transportation.org

Conversation Circles—Making It Personal

After hearing of the successes achieved by the three case

study states, the discussion was opened up to the entire

CEO gathering. The conversation circle technique was

used with the services of an experienced facilitator. An

opportunity was provided to informally discuss best

practices, generate new ideas, and share challenges. The

passion and depth of commitment by all participants to

finding practical, effective solutions to improve safety

was clearly evident and quite impressive. The topics of

the two conversation circles and a sampling of the

themes and ideas generated during the discussions are

listed below. Each idea is followed by the name of the

initiating state in parentheses.

Data Sharing and Local Road Issues

Personalize the work and the message to the public

• At every monthly staff meeting, each person whose

life was lost in a traffic crash that month is discussed

as well as what might have been done to prevent the

fatality. (Utah)

• A “life toll” was generated and shared to identify the

number of people who lived because they were saved

by the seat belt. (Iowa)

• All presentations and messages the DOT director de-

livers, even when speaking in a specific geographic

area on a narrow subject, end with a statement regard-

ing safety. The names of local victims are mentioned

so that the audience can identify personally with the

issue. (Montana)

• To reflect the importance of traffic safety, all radio and

television interviews are handled only by the governor

or the DOT director. (Montana)

• A crash fatality investigation team goes to the site of

every fatality to examine the scene with law enforce-

ment and the local agencies. This activity puts a “face”

on what has happened. This has helped the state learn

how to discuss the issues with the public.

(New Mexico)

Use data as a powerful way to educate and tellthe story

• The site of every traffic fatality is marked on the high-

way and the state map with a white cross. Signs placed

at the state entry points explain that the purpose of the

program is to educate drivers that their behavior is a

major factor in crashes. http://travel.state.mt.us/what

snew/features/cross.htm (Montana)

Promote partnerships to generate action on local roads

• Local Technical Assistance Program (LTAP) centers

can provide training to local agencies to raise their

awareness of low-cost safety improvements and work

with them to overcome liability concerns. (Utah)

• By setting aside funds specifically to assist local agen-

cies with roadway enhancements, simple strategies

like sign replacements can be accomplished. (Iowa)

• To address older driver issues in rural areas, the DOT

hired one person (former DOT employees-some safety,

some engineers) in each of their districts to identify the

problems and assist in programming funds to address

them. (Georgia)

• To counter concerns expressed on liability, the DOT

has dedicated staff to discuss the issue with local agen-

cies and point out the immunity which is provided to

them by law. (Michigan)

• The DOT met with the county council in an area where

the data indicated there was much lower seat belt use.

The discussion revealed that there was no local seat belt

enforcement due to political fears of racial profiling.


5© 2007 by the American Association of State Highway and Transportation Officials.All rights reserved. Duplication is a violation of applicable law.


http://travel.state.mt.us/whatsnew/features/cross.htm

http://travel.state.mt.us/whatsnew/features/cross.htm

6

When the high number of African American traffic deaths

was shared with the Council, along with the perspective

that it is discriminatory not to protect this group equally,

new policy direction was given. Seat belt use increased by

20 percentage points in two years along with a reduced

death rate. (Maryland)

Attain high-profile attention from the governor’s office

Following a high-profile crash, a task force was formed

with all key players to quickly address the issue. Now,

similar groups are being formed in all metropolitan areas

and the governor’s staff attends the meetings. This high-

level focus combined with monies to fund local improve-

ments has been effective in resolving problem sites.

(Georgia)

Recruit local media interest in covering thesafety issue

• The success of Rupert Murdoch in making traffic safety a

major issue for the Australian press was noted.

• When a state route was named by Reader’s Digest asone of the 10 most dangerous in the country, thisquickly became an emotional issue locally. Workingwith the community, the DOT shared its own studiesand arranged for funding to support low cost improve-ments. The crash rate on this roadway has dramaticallyreduced. (Utah)

• To support primary enforcement seat belt legislation,

the DOT sent a letter to every radio and television sta-

tion and newspaper in the state asking them to report

unbelted traffic deaths. Many of them responded.

Based on their own reporting, some newspapers have

now followed up with editorials in support of changing

the law. The DOT makes copies of every favorable edi-

torial and circulates them to the legislature. (Missouri)

• If the media does sensationalize a crash, follow up

with them to discuss the true causation factors. Use the

occasion as an opportunity to educate and inform the

public. The DOTs have the science to back them up

and the ability to explain the specific purpose of road

treatments. (Montana)

Share best practices in a non-bureaucratic man-ner, both the hard and soft side

• The U.S. DOT National Highway Traffic Safety Ad-

ministration (NHTSA) and the Governor’s Highway

Safety Association (GHSA) have published a Counter-

measures That Work guide to address behavioral safety

issues. The guide is updated annually and many of the

practices provide measures of effectiveness. The guide

can be found on the web at:

http://www.nhtsa.dot.gov/staticfiles/DOT/

NHTSA/Traffic%20Injury%20Control/Articles/

Associated%20Files/Countermeasures

ThatWork_2007.pdf

• Another excellent reference is the Transportation Re-

search Board (TRB), National Cooperative Highway

Research Program Report 500 Series entitled,

Guidance for Implementation of the AASHTO Strategic

Highway Safety Plan. To date, 17 volumes on various

topics have been released. The guides provide strategies

that can be employed to address the emphasis areas

outlined in the AASHTO Plan. Copies of the guides

can be obtained in the publications section of the TRB

web site: www.trb.org and viewed on line at:

http://safety.transportation.org


http://www.nhtsa.dot.gov/staticfiles/DOT/NHTSA/Traffic%20Injury%20Control/Articles/Associated%20Files/CountermeasuresThatWork_2007.pdf

http://www.trb.org/


7


Use data as a driver to target key initiatives

With solid data analysis as a support, it is appropriate to

target the response even if it does single out groups by

age or ethnicity. For example, Cinco de Mayo media

messages in Spanish were aired because the data shows

that during this time of year there is a high involvement

of Hispanics in crashes. (Illinois)

Take a systematic approach to addressing road-way and driver behavior challenges

Using the data, a systematic approach was followed to

identify the issues rather than just work on spot loca-

tions. A consistent treatment was applied to all roads

(i.e., rumble strips, cable-median barriers, larger signs,

etc.). This has been a major contributing factor to signifi-

cant reductions in traffic deaths. (Missouri)

Driver Behavior Countermeasures

Work directly with the public on perceived safety issues

• When the public contacts the DOT regarding traffic

crash issues, the staff is encouraged to acknowledge

that their perception is reality. The DOT engages the

public in a discussion of the issue as well as causal

factors and keeps an ongoing conversation until a reso-

lution is reached. Even then, follow-up feedback is re-

quested to ensure that the improvements were

completed and are functioning as intended. Citizens

can bring other parties to the table that may not be ac-

cessible to the DOT and they can initiate their own ac-

tions as well. (Nevada)

• The road safety audit process has been used with the

survivors of traffic crash victims to help them under-

stand exactly what happened. Depending on the out-

come, they may then be recruited to champion road

improvements and public policy changes or deliver be-

havioral messages to drivers. (Minnesota)

Seek unique partnerships to promote traffic safety

• To address older driver pedestrian crashes, the DOT

first explained intersection issues and potential solu-

tions to the state AARP chapter. Then they partnered

with the organization through the Safe Routes to

School program to team up seniors with children walk-

ing to school. The program was shared statewide and

later grew into a more comprehensive project aimed at

improving pedestrian safety. (Hawaii/Nevada)

• Many states are attempting to change their secondary

seat belt law to primary enforcement. This will take a

cultural change similar to what has occurred with atti-

tudes toward smoking in public. Methods for engaging

the public in the issue are needed. Perhaps PTOs and

civic clubs could be approached to take on this issue.

(Kansas)

Talk to the public about their role in providingsafer roadways

• A different message may be needed to reach the public

today. In the past, the problem was described as a

health crisis. As most crashes are related to driver be-

havior, public health organizations could be recruited

again to carry the message of responsible driving

through its role in promoting good health practices.

(Arizona)

• When driver behavior is the cause of the crash, agen-

cies often avoid making that statement in public to

avoid offending the family or out of political correct-

ness. Directly disclosing such information would cor-

rectly inform the public and perhaps influence future

driver behavior. (Maryland)

• Health care and long-term care costs are becoming a

major topic of debate at the national and state level.

The cost of traffic crashes is significant and provides

an avenue for collaboration with other state cabinet

members who have responsibilities in budgetary areas.

These relationships should be cultivated to assist in

changing attitudes and possibly resulting in tougher

laws. (AASHTO)


8


Encourage strict enforcement of traffic safety laws

• The public knows that most law enforcement agencies

allow a variance before writing citations for speeding.

This attitude sends a mixed message to drivers. A large

percentage of fatalities in most states are related to

speed. Perhaps states should discuss this issue with

law enforcement and request that the speed limit be

enforced as the maximum speed. (Montana)

• Law enforcement agencies need the judiciary to sup-

port their citations in court. Judicial outreach by the

DOT to explain the importance of traffic safety as a

public health issue is an approach that should be con-

sidered. (Minnesota)

Prepare to counter typical arguments againststronger laws

• Although crashes are a leading cause of death for

African Americans, racial profiling is often used as an

excuse for not strengthening seat belt laws. Use the

data and experience of primary law states to defuse

these arguments. AASHTO and its members can talk

to legislators and help by providing factual informa-

tion. (NHTSA)

• Although the racial profiling issue was addressed so

effectively that the legislative Black caucus endorsed

the primary enforcement bill, a personal freedom argu-

ment is also often raised. Good counterarguments are

the economic cost to others of non-seat belt use and

pointing out that a secondary law is still a law. There

should not be a law on the books which at the same

time discourages officers from enforcing it. (Missouri)

• Broad-based coalitions of public and private agencies

can be effective at contacting legislators in their dis-

tricts to solicit their support for legislation. This ap-

proach was used successfully for impaired driving

issues and now is being organized for occupant protec-

tion. (Wyoming)

Maintaining the Momentum

At the closing luncheon, the participants were encour-

aged by several key speakers to keep the safety momen-

tum moving forward when they return home.

The Fifth “E”—Everyone

Vern Betkey, GHSA Vice-Chair and Chief of the Mary-

land Highway Safety Office, said that the State Highway

Safety Offices (SHSOs) are constantly looking to expand

their network and partner with other agencies. The

SHSOs’ primary responsibility is addressing driver be-

havior. He said, “In many states, the SHSO and the DOT

are co-leaders in the state’s effort to develop and imple-

ment the SHSP.” He emphasized the importance of accu-

rate data in planning and evaluating safety projects and

zeroed in on the high-risk driver as the real challenge

today. “Working strategically together, we can prevent

more people from suffering serious injury and death,”said Betkey. The costs to address these issues must be

shared—as he stated, by “the fifth E which is everyone

and everyone needs to contribute to the financing and the

solutions.” He closed by sharing the “10 Cs to Success”

which GHSA believes are critical factors to making a

difference in safety. See Appendix A. GHSA’s Ten Cs

to Success.

Where Do We Go from Here?

Bud Wright, FHWA Executive Director, addressed the

huge challenge traffic safety faces in drawing the attention

of the media and the public to the magnitude and depth of

the issue. Recalling the recent tragic shootings at Virginia

Tech University, he pointed out that this was a catastrophe

of unprecedented proportion involving young people in

“There’s a synergy created when traditional and non-

traditional stakeholders work together. It leads to

more effective decisions and better use of resources.”

—Vern Betkey, GHSA Vice-Chair


9


the prime of their life. Yet each day, 119 people lose their

lives on U.S. roadways and almost a third are also young

people under the age of 25 years. Innovative thinking and

continued commitment to safety are imperative if the

focus is to be sufficiently elevated.

Many achievements have been realized since the national

safety goal was set seven years ago. Wright said, “To-

gether we have achieved a lower fatality rate, higher seat

belt use, lower alcohol involvement in fatal crashes, and

a very low fatality rate in passenger vehicles. Yet pedes-

trian and motorcycle deaths are increasing and other

countries are passing up our previous safety record.

There is more that must be done.” At the U.S. DOT,

Wright said that Secretary Mary Peters has assembled

cross-modal working groups to address policies and pro-

grams that have long-term sustainability to achieve simi-

lar success as has been attained in reducing passenger

vehicle crash rates. At the state level, there is more fund-

ing available for safety. The SHSPs are now guiding

state initiatives in a more comprehensive manner. Addi-

tional technical resources are being developed to support

the selection of effective countermeasures. The Federal

agencies stand ready to continue to work together with

the states and to provide assistance, wherever possible.

Referring to the example of the three state CEOs who

presented earlier in the day, Wright said, “Safety cham-

pions need to step up at all levels and demand that even

1 fatality is 1 too many.” Leaders need to express passion

and an infectious desire to get the job done. By making

safety a top priority, “every state has the potential to im-

prove,” concluded Wright.

Discovering “The Secret”

Pete Rahn, Missouri DOT Director and Chair of the

AASHTO Standing Committee on Highway Traffic

Safety (SCHOTS), brought the leadership message to a

close in a most revealing way. Every State CEO received

a packet containing a special “tool” to assist them in

discovering the secret to improving safety in their state.

The packet contained a mirror. Each person was asked to

look into it and thus see the person who must take action.

Rahnurged, “Reality is in the mirror. We all want safety to

improve. You say it, but are you doing it? Look at your

calendar. Are you investing time in meaningful ways to

improve safety?”

Also in the packet was a CEO Safety Actions Checklist,

see Appendix B. CEO Safety Actions Checklist, which

provided 10 key items to consider for helping to direct

their staff to take the necessary steps to move the num-

bers in the right direction. Rahn said, “Hold them ac-

countable. YOU are the ones who can save those lives.”

With overwhelming agreement that the Forum had been

a fantastic idea generator and true motivational influ-

ence, each CEO then committed to personally following

up with the Safety Actions Checklist in their state.

AASHTO Board Takes Up theChallenge

Bolstered by the enthusiasm and commitments made at

the Forum, the next day the AASHTO Board of Direc-

tors unanimously called for an aggressive new goal of

reducing highway fatalities by half over the next two

decades. The new goal replaces an earlier target of re-

“Where do we go from here? Do we stay with the 1.0

fatality goal and/or move to an absolute number?

How aggressive should the goal be set? What is the

number? What can we do differently to ensure suc-

cess in the future?”

—Bud Wright, FHWA Executive Director

“Your legacy will be the cultural changes you make in

your agency and the resulting lives that are saved.

Make this your “to do” list for safety.”

—Peter Rahn, Missouri DOT Director



ducing highway fatalities to 1.0 death per 100 million

vehicle miles of travel by the end of 2008. To attain the

new goal, we will need to reduce fatalities by 1000 per

year from today’s level, moving toward halving fatalities

over the next 20 years.

AASHTO is urging other safety organizations to also

adopt the goal and that the Administration, Congress, and

states consider the goal as a guide as they work toward

reauthorization of the highway and transit programs,

which expire in September 2009.

Resources

A package of data material was provided to each partici-

pant to illustrate key information on a state by state level

regarding 2005 deaths on the country’s roadways. The

various charts and tables help point out topic areas where

there is the most opportunity to improve performance.

The states with the best records or most comprehensive

action were generally color coded in green. In the true

competitive spirit, soon after opening the packets, many

could be heard commenting that they would strive “to be

a green state” in the near future. An electronic version of

the packet is available at: http://downloads.transportation.org/JournalAttachment-2007-05-11-4.pdf

Action Items

During the course of the Forum, several items were iden-

tified for possible future investigation by AASHTO to be

of further assistance to the DOTs in working toward their

safety goals.

• Compile and distribute state best practices—short

vignettes posted periodically on the web

• Alert the DOTs when the NHTSA and GHSA enforce-

ment and educational campaigns will take place during the

year so they can coordinate messages on the same theme

• Establish a goal that as many of the DOTs as possible

will place the “Click it Or Ticket” message on their

overhead and portable message signs during the peri-

odic national enforcement campaigns

• Provide guidance and support for countering the racial

profiling and personal freedom issues when state legis-

latures are considering a change to a primary enforce-

ment seat belt law

• Provide the SHRP II project with input on behavioral

issues of interest to the DOTs

• Assist those DOTs interested in obtaining information

on rollover convincers to help them illustrate the effec-

tiveness of seat belts to the public

• Consider helping the DOTs obtain the rights to a

graphic television advertisement originally created in

Ireland which is targeted at young high-risk drivers

State Data Packet• Highway fatalities

• Alcohol-related fatalities by rate

• Motorcycle rider fatalities by rate

• Percentage of fatalities

• Percentage of speeding fatalities

• Percentage of roadway departure fatalities

• Percentage of intersection fatalities

• Large truck fatalities

• Large truck fatality rates

• SHSP Approval process as of April 1, 2007

• 2006 Seat belt use rates by law type and state

• Traffic safety laws/facts

• Selected crash characteristics

“Reality is in the mirror. We all want safety to

improve. You say it, but are you doing it?”

—Pete Rahn, Missouri DOT Director

10 © 2007 by the American Association of State Highway and Transportation Officials.All rights reserved. Duplication is a violation of applicable law.

http://downloads.transportation.org/JournalAttachment-2007-05-11-4.pdf

http://downloads.transportation.org/JournalAttachment-2007-05-11-4.pdf

A- 1


Appendix A. GHSA’S Ten Cs of Success

1. Commit to improve traffic safety, and

• Make it a number one priority

• Commit to making a difference

• Ask the question, “Am I willing to accept the

carnage on our highways as acceptable damage

to foster a mobile society?”

2. Champion the cause

• Take a position—stand up for traffic safety

• Take a leadership role—others will follow the lead

3. Concentrate on data driven decision-making

• Work toward achieving real-time data systems

4. Look for a Comprehensive mix of solutions

• Encourage innovation

• Combine traditional and non-traditional counter-

measures

• Seek, perhaps demand, input from others

• Promote traffic safety as a priority among your

department employees as well as other state

employees

• In most cases, the state is the largest employer in

the state and certainly has a vested interest in

keeping its employees free from motor vehicle in-

juries and death

5. Communicate the highway safety message

• See that it is communicated up and down the chain

of command

• Use the message in presentations, meetings,

forums, etc.

6. Coordinate with partners

• Strengthen existing relationships

• Seek out new ones

7. Cooperate with stakeholders

• Move outside of comfort zones

• Look for resolutions to turf issues

• Demonstrate leadership qualities

8. Combine resources

• Budgets are tight and no one can go it alone—

no more “show me the money” comments

• All partners and stakeholders need to take

ownership

• Use the SHSP as a marketing and justification

tool during the annual budget process

• Flex some of the 148 funds to support data and

behavioral programs

9. Create a political environment to support the needs

of Highway Safety

• Seek the buy-in from leaders in all branches of

government

• Identify and seek support to enact critical safety

legislation, such as primary belt and mandatory

motorcycle helmet laws

10. Compliment the SHSP with county, city, and

municipal plans—include locals in the process


B-1


Appendix B. CEO Safety Actions Checklist

2007 AASHTO Safety Leadership Forum

CEO Safety Actions Checklist

Action Item Yes No

1. Adopt your Strategic Highway Safety Plan (SHSP) � �

2. Have Action Strategies in Place to Implement SHSP and � �Provide Appropriate Resources (Staff, Dollars, and Policies) for Safety

3. Leadership Role-Assign Multidisciplinary � �Champion for Safety

4. Have Weekly/Monthly Safety Program Meeting � �with Safety Staff

5. Share Safety Expectations with Key Management Staff � �

6. Have Safety as a Leadership Performance Measure � �

7. Establish a Multi-Agency Executive Safety Council � �

8. Support and Implement Effective Life Saving Lawsa. Primary Safety Belt � �

b. Motorcycle Helmet � �

c. Graduated Driver License � �

d. Automated Enforcement (RLR & Speeding) � �

9. Provide Safety Program Assistance to Local Governments � �

10. Fully Obligate Federal Safety Dollars � �

Note: See Background section on the following page for additional information


B-2


2007 AASHTO Safety Leadership Forum CEO Safety Actions Checklist

Background

A. Strategic Highway Safety Plan (SHSP): An over-arching plan that provides a comprehensive framework for reducing

highway fatalities and disabling injuries in each state. We suggest that you become actively involved in its implementation.

B. Action Strategies: A plan without implementation is worthless. Strongly encourage your staff to adapt or create

implementing actions/programs for your SHSP.

C. Leadership Role—Assign Multidisciplinary Champion for Safety: Tap someone with enthusiasm for safety and

give him/her the authority, time, and resources necessary to lead your program’s implementation.

D. Weekly/Monthly Safety Program Meeting: A separate meeting or dedicated time during an established executive

staff meeting where you assess your programs’ safety progress and reaffirm your safety expectations.

E. Share Safety Expectations: Share your safety expectations/goals with each member of your executive staff and have

them identify what actions they will take in addressing safety. Hold your staff accountable for these actions.

F. Safety as a Leadership Performance Measure: Include a safety performance measure in your executivestaff’s performance reviews. Remember the old adage: what’s measured, gets done.

G. Multi-Agency Executive Safety Council: A high-level advisory panel comprised of peer CEO representatives from stakeholder cabinet agencies.

H. Support and Implement Effective Life Saving Laws: Use your position to educate your legislature on thesafety and societal benefits of these laws. Once laws are passed, lend your support to the enacting agencies.

I. Provide Safety Program Assistance to Local Governments: The Overwhelming majority of fatalities andserious injuries occur on local roadways. Direct your agency to develop roadway safety programs that provide training, funding, and/or resources to your locals.

J. Fully Obligate Federal Safety Dollars: Use the funding flexibility associated with obligation authority tospend/obligate all of your state’s safety funding during the allotted eligibility periods.


AMERICAN ASSOCIATION OF STATE HIGHWAY AND TRANSPORTATION OFFICIALS

444 North Capitol Street, N.W.Suite 249

Washington, DC 20001(202) 624-5800

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