Federal Highway Administration

**National Pedestrian Safety Engineering Outreach Campaign**

## LISBOA, Inc. Final Report on Focus Group III Findings

## Submitted 5/29/02

# INTRODUCTION

The ultimate goal of this campaign, sponsored by the Federal Highway
Administration (U.S. Department of Transportation), is to develop a
public education campaign that will educate both pedestrians and drivers
about existing engineering countermeasures designed to keep pedestrians
safe. LISBOA, Inc. conducted the final two focus groups for the campaign
to assess how pedestrians and drivers evaluate potential campaign
concepts and themes. Two focus groups were held in Chevy Chase, MD was
held with Metropolitan Washington, DC drivers and pedestrians on
4/29/02. The first group was composed of male and female pedestrians
aged 26-59 years, and the second was conducted with 18-25 year old male
and female drivers.

LISBOA collaborated with the FHWA to develop both the respondent
screeners and the themes and concepts, which were presented to the
group. Also, LISBOA worked with Groups at Lowe in Chevy Chase, MD to
recruit and schedule the groups. Participants were paid an \$80 stipend
for attending the two-hour group. The groups were video and audio taped,
and respondents were assured of confidentiality.

Dr. Megan Sheehan and Ms. Susan Yates of LISBOA, Inc., conducted the
focus groups. Following each group, Dr. Sheehan reviewed the video and
audiotapes. Dr. Sheehan then developed structured topline summaries of
key findings and observations. The raw data for these toplines included
the words, phrases, sentences, and nonverbal responses of the attendees.
Dr. Sheehan also calculated and summarized the quantitative ratings that
participants provided in reaction to the themes and concepts.

The Final Report is based on assimilating the key findings from the
toplines and the quantitative ratings. This report includes
recommendations to the FHWA for revising the proposed themes and
concepts for television, radio, and print based on focus group feedback.

KEY FINDINGS -- PEDESTRIANS

Once again, the pedestrian focus group participants indicated that they
were concerned about being hit by a vehicle. *"I'm always afraid that
somebody is not going to obey the traffic signals."*

During the course of the two-hour session, the focus group members
provided very specific feedback on the pedestrian television, radio, and
print concepts. The first concept that they heard was the Pedestrian
Radio PSA. This idea was met with some negative feedback. Several group
members thought that the ad would not resonate with pedestrians because
of the content or the presentation of the information. *"That ad would
be better focused towards children. Looking left and right is kind of
redundant."*

The pedestrian television PSAs were presented next. The first one,
"Rushing to the Game - Police Officer," was evaluated positively by the
group. Some participant comments included, "*I liked the idea of the
glove going up in the air"* and "*I could picture it."*

The second television PSA was "Rushing to the Game -- Grandpa." The
focus group thought that this concept would work well for children
rather than working aged adults. *"I thought it was very educational. I
think it would be geared towards little kids . . ." "More focused on
kids." "This would be good for Saturday morning."*

The last pedestrian television PSA that the group evaluated focused on
the use of retro-reflective wear. The group had many comments about the
concept and about the use of retro-reflective materials. They preferred
the term *"reflective materials"* to *"retro-reflective"* and added that
"*People wouldn't know what you're talking about with
'retro-reflective.'"* Several group members also expressed concern over
whether or not pedestrians will actually use retro-reflective materials.
*"An average person will not wear an orange arm band to walk across the
street."*

The print ads were the next materials to be presented to the
pedestrians. The first one, Pedestrian Print PSA1: Dad and Son, was met
with a less than enthusiastic response. While most of the participants
clearly understood that the shadow represented "*the absence of the
kid,"* one group member found it confusing. Overall, they thought the
concept was good, but they were critical of the persons depicted and the
setting. Another participant suggested that the ad "*represent urban
culture."*

The second pedestrian print ad, Pedestrian Print PSA2: Boy in
Wheelchair, was met with mixed responses. While some participants
thought that the ad addressed another issue, *"It looks like a muscular
dystrophy ad to me."* Other participants stated that they clearly
understood the meaning. *"I understood it, I thought it was clear. He
could be paralyzed from the accident."* Another respondent suggested
adding a "*cast and some cars \[to the ad to\] show he was hit."*

Pedestrian Print PSA3: Woman with Reflective Material, was the next
print concept shown to the group. While some participants liked the
concept, *"'\[r\]eflective items' makes sense. I think that's sort of
catchy."* Other participants were still concerned about whether or not
people would actually wear retro-reflective materials. "*I think that
the question is not whether that stuff is effective, but are people
going to wear it?"* They also thought that the ad might not be
accessible to everyone. Some of the participants thought that the image
was too trendy, *"It looks like she's going to the club."*

The Pedestrian Print PSA4: Firefighter was well evaluated by the group.
They thought that the ad was *"very straight forward"* and the "*image
of the firefighter couldn't be better."* The group also liked the
background picture of the mother and child. *"I think it gets the
message across with the background picture."*

The Pedestrian Print PSA5, Tragedy, was also positively assessed by the
focus group participants. *"The idea is good, I like the idea. \[The
police officer\] should be looking more serious." "I like that this is
not only directed to the pedestrians. Also, the \[driver\] is
included."*

The final image, Pedestrian Print PSA6: Signals, was not highly
evaluated by the group. *"The ad is too basic, it doesn't have anything
to catch your attention." "You already know what it is, you wouldn't
stop to look at it in a magazine."* They suggested that might be *" more
appropriate for elementary school education."*

The pedestrians also saw the driver themes and concepts for television,
radio, and print. The first one that they evaluated was Concept 4:
Voices-Mother and Child. Overall, the group evaluated this concept
positively. *"If this were a TV ad, if the little girl were injured it
would be good." "The words could come popping out during the ad as
people were saying things."* There were some differing opinions on the
merits of using one accident or describing several. *"Maybe just one
driver and narrator with the child would be better."*

Next, the pedestrians heard Concept 3: Voices-Family
Photos-Alternate/Driver. This concept was met with a less than
enthusiastic response from the participants. *"I didn't like this one as
much as the first one." "I think it was ok." "It was alright. I could
visualize some of this stuff."*

The only driver radio concept that the pedestrians evaluated was,
"Moment of Silence*.*" Many of their comments about the idea were
positive. *"If I heard that it would get my attention." "If I'm
listening to music, I wouldn't change the channel."* However, there was
an interesting suggestion, *"\[m\]aybe an alarm instead of a moment of
silence \[would get people's attention.\]"*

The pedestrians next saw the driver print PSAs. The Driver Print PSA1:
Picture Frames, was met with limited responses from the group. One
suggestion was to use *" a family picture"* instead of the three
separate frames.

The participants next evaluated Driver Print PSA2: Erica. For this ad,
they thought that *"Stop for pedestrians"* was a more effective message
than *"yield to pedestrians."*

The next ad that the pedestrians viewed was, Driver Print PSA3: EMTs.
While the participants liked this ad, some were confused about the image
in the background, *"Is that a car grill in the background?"* They
suggested that *"\[i\]f you could tell that it is a car it would make
more sense."*

Driver Print PSA4: Teddy Bear was the next concept presented to the
focus group. They liked the image of the teddy bear and their responses
to this ad were very positive. *"That's good." "That works." "It looks
like the teddy bear got run over."*

The next concept, Driver Print PSA5: Boy & Dog, was met with limited
feedback from the group. Their only suggestion was, to use *Think of the
lives you 'affect' instead of 'impact.'"*

The last concept, Driver Print PSA6: Kids at the crosswalk, was
evaluated very positively. The group's comments included: *"I like
that." "It's very nice." "I like 'you never know who you might run into'
better than 'think of the impact.'"* The group also thought that this ad
would appeal to pedestrians because *"\[t\]hose could be anybody's
kids."*

KEY FINDINGS -- DRIVERS

When asked how concerned they were about hitting or injuring a
pedestrian while driving, the respondents indicated that they were
concerned about this. *"I don't want to hurt anybody." "I worry more
about hitting school kids getting off the bus."*

The focus group first evaluated the Driver Television PSAs. The first
one, "Voices-Mother and Child" resonated with several group members, *"I
think it's pretty good, I heard myself on that tape because I've said
those things before." "I think it's good because you could visualize
yourself doing those things, looking etc."* However, another group
member thought that the image of the teddy bear was "*clichéd."* The
participants also did not find the "thud" objectionable. *"The
screeching tires and thud wasn't too graphic." "\[The thud\] that's
real."*

The second television PSA that the group evaluated was "Voices-Family
Photos-Alternate/Driver too." While there was some positive response to
the concept, the group also had several suggestions *"I think a louder
voice at the end would be better -- an adult." "The people didn't sound
sad enough."* *"Show someone getting hit."* They also suggested using
one or two stories because *"3 stories are too much for a 30 second
commercial. . ."*

When asked about using the term "you" instead of "the driver" with these
concepts, the participants indicated that this strategy would not appeal
to them. "*I think that would be worse because personally I've never hit
anybody." "Pointing it out to me would make me want to change the
channel because I didn't do it."*

Next, the Driver Radio PSAs were presented to the group. Concept 1:
Moment of Silence was evaluated fist. The group decided that this
concept could be effective, depending on how the silence was used. *"It
would depend on how you brought in the silence. This is one of the few
instances when a radio advertisement might be more effective than TV
because you're already in the car." "It depends on the 'no sound' and
how long it is."*

Subsequently, Concept 3: Watch Out! (Part 1 of 2) was presented to the
group. Overall, the group had positive comments about this concept. They
could relate to this situation.

*"I thought that was the best one of all." "That to me was the most
realistic."*

Concept 4: From a Jail Cell (Part 2 of 2) was the third radio concept
that the drivers heard. In sum, this concept also appealed to the group,
although they expressed some concern about confusing listeners by
mentioning drinking and drugs. *"The jail part is good. Mentioning the
drugs and drinking takes away from it."* Instead, one participant
expressed his sentiments with, *"Whether on drugs or not if you hit a
pedestrian you're not paying attention."* Lastly, they thought this
could be effective because, *"\[e\]veryone thinks 'I never thought this
could happen to me' keep that part."*

The last radio concept that the group evaluated was Concept 5: Make
Walking Safer. The majority of the group participants liked this concept
and the announcer's talking directly to drivers appealed to them. *"I
think that was the best one yet. It related to everyone and it wasn't
dramatic stuff." "I thought it was good and got into your head." "It
reminds you that you're not paying attention when you're doing all those
other things."*

After the radio concepts, the drivers then viewed the Driver Print PSAs.
The first one, Driver Print PSA1: Picture Frames, was met with mixed
feedback. *"I think the frames are sticking out. But the people, I can
feel that."* The group had a few suggestions instead, *"If there's a
picture of an accident or a chalk outline that might be better. This
doesn't demonstrate that a pedestrian got hit."* Another group member
thought, *"\[a\] family photo would be better."*

The next print ad was Driver Print PSA2: Erica. Many of their comments
focused on the wording of the ad. Some participants preferred "yield" to
pedestrians while others preferred "stop" for pedestrians. *"Most
drivers don't stop, but they would yield." "I think stop is a more
effective word."* The group members understood that Erica was a
pedestrian, but thought that *"\[a\] child would be more effective
here."*

The third ad, Driver Print PSA3: EMTs, was next shown to the group. The
image appealed to the respondents. *"This is a better picture."*
Furthermore, the participants who thought "yield" would be better in the
previous ad commented, *"I'm thinking 'stop' not yield here."* and
*"That changes my whole thought, I think it should be 'I should have
stopped for her.'"* The group also understood that the driver was
talking in the ad.

The drivers then evaluated Driver Print PSA4: Teddy Bear. While the
group liked the idea represented in the ad, unlike the pedestrians the
teddy bear did not appeal to them. Instead they suggested *". . .
something more graphic like a bent bike or a hat." "Shoes. "* *"A small
hand and an ice cream cone or a lollipop."* One group member liked the
black and white image for the ad. *"Black and white is better. You don't
see black and white ads very often."*

The Driver Print PSA5: Boy and Dog was well received by the drivers.
They liked the image of the boy especially with a dog. *"The dog gets
me. How many times do you see animals hit?"* Furthermore, they preferred
to use "stop" instead of "yielded." "*'You should have yielded,' it
should be 'you should have stopped.' Yielded is weak." "I like the you
should have 'stopped' for him, but didn't."* They liked the mother's
hand holding the photo.

The last driver print ad that the group evaluated was Driver Print PSA6:
Kids at the crosswalk. The feedback for this ad was very positive. The
message and the image of the children appealed to them. *"That is
straight to the point. You see it all." "That's good." "That's very
good." "I think it's catchy." "I like the image."*

After completing their review of the driver concepts, the focus group
then evaluated the Pedestrian Materials. We began with the Television
PSAs. Pedestrian TV PSA1: Rushing to the Game - Police Officer."
Overall, the concept did not appeal to the drivers. They suggested
making the ad more graphic *"You should see a body bag in the
background."* *"It's effective where the kid gets hit . . ." "Go to a
silent screen after the kid gets hit."* The group also thought that the
police officer's dialogue was too mild. *"The cop should be yelling at
the Dad."*

Pedestrian TV PSA2: "Rushing to the Game -- Grandpa" was the next ad to
be evaluated. The group's comments ranged from like to dislike. While
some participants thought that the ad was *"good"* other group members
had reservations about whether *young children \[would\] understand what
the ad is about."* Furthermore, the group thought that the effectiveness
of the ad would *"depend on the age of the kid and the old man. If it
were a really old man it would make sense."*

The last pedestrian television concept was Pedestrian TV PSA3:
"Firefighter." Again, this group preferred the use of "'*reflective'
instead of 'retro-reflective.'"* They thought that firefighter would be
effective "*for kids."* Several group members mentioned that they see
joggers wearing reflective materials and suggested depicting them in the
ad. *"I see a lot of people wearing that stuff jogging."* They also
liked the idea of a comparison between one person wearing reflective
materials and another person not wearing them. *"I think it would be
more effective if you saw someone who wasn't wearing the stuff and you
could compare."*

Next, the Pedestrian Print PSAs were shown to the group. Overall, the
drivers responded very positively to the pedestrian ads. The first one,
Pedestrian Print PSA1: Dad & Son appealed to the drivers. *"That's
better." "I think it's straight to the point. I like that one." "I think
it is clear that the kid is dead."*

The second ad, Pedestrian Print PSA2: Boy in Wheelchair, was positively
evaluated by the group. *"I like it. It is straight to the point and
explicit."* They thought that the responsibility for the accident was
being placed "*on the adult."* *"I think it is clear."* Furthermore, the
group reported that this ad would not deter them from walking. *"It's
not that scary, it wouldn't scare me away from walking." ". . .
\[S\]eeing the picture doesn't make me afraid to walk."*

The respondents liked the third ad, Pedestrian Print PSA3: Woman with
Reflective Material. *"That would catch someone's eye."* The again
preferred the term *"Reflective items"* to "*retro-reflective."* They
thought that a comparison could be helpful. *"Having the comparison of
someone wearing it and not wearing it would be better."* The image and
layout of the ad also appealed to them and they thought that it
resembled an ad in a fashion magazine, *"I think that ties in to a lot
of what you see in magazines."* Furthermore, they thought that the ad
made reflective items *"look cool."* Whereas the pedestrians thought
that the image was too trendy, the drivers liked that aspect of the ad.

The participants also liked Pedestrian Print PSA4: Firefighter and said
that they would refer to retro-reflective wear as "shiny stuff." *"I
like the 'shiny stuff' better than 'reflective items.'" "I would call it
that 'shiny stuff.'"* They also liked the tagline "Be Safe. Be Smart. Be
Seen." Unlike the pedestrian group, the drivers did not like the small
picture of the woman and child. *"I don't like the little picture. It
takes away from the rest of it."* They suggested removing the small
picture.

The next print ad, Pedestrian Print PSA5: Tragedy, received several
suggestions from the group. They thought that the police officer was
unnecessary as the lecturer and instead he should be ". . . *part of the
scene."* The group also thought that the crash victim should be the
focus of the image and that the photo was *"too blurry."*

The final ad, Pedestrian Print PSA6: Traffic Signals, did not resonate
with the group. Instead, they suggested depicting *"pedestrians who are
talking going across the street and aren't paying attention."*

Finally, in the last few minutes of the group discussion a driver's
perspective concept was described for the participants. They liked the
idea of seeing the road from the driver's perspective and being startled
when seeing an unexpected pedestrian. Interestingly, earlier in the
group discussion a participant had suggested a similar concept for the
driver television PSA. *"Have the viewer be the eyes of the driver. Put
you in the place of the driver. Like those roller coaster things. You
glance away and then look back and there's a person!"*

RECOMMENDATIONS

# Pedestrian Concepts

-   Pedestrian Radio PSA was met with some negative feedback. They did
    not think that this information could be well conveyed via the
    radio.

-   Pedestrian TV PSA: "Rushing to the Game - Police Officer" was
    evaluated well by the pedestrians, but not the drivers. The drivers
    thought it should be more graphic.

-   Pedestrian TV PSA: "Rushing to the Game -- Grandpa" could be
    effective with children, but not with adults.

-   Pedestrian TV PSA: "Firefighter" could be more effective if
    "reflective" instead of "retro-reflective" were used. They would
    like to see a comparison with and without retro-reflective
    materials.

-   Pedestrian Print PSA1: Dad and Son was liked by the drivers more
    than the pedestrians. The shadow was clear to all but one
    respondent. It could be more effective if it were set in a traffic
    situation.

-   Pedestrian Print PSA2: Boy in Wheelchair could also be more
    effective if set in a traffic situation.

-   Pedestrian Print PSA3: Woman with Reflective Material was well
    received by drivers who thought it was catchy and even made
    reflective wear look "cool."

-   Pedestrian Print PSA4: Firefighter was well evaluated by the group.
    There was mixed feedback on the inset photo, LISBOA recommends
    keeping the picture of the mother and child as an example.

-   Pedestrian Print PSA5: Tragedy, would be more effective with a
    clearer picture of the accident.

-   Pedestrian Print PSA6: Signals, was not highly evaluated and would
    be more appropriate for an elementary school audience.

Driver Concepts

-   Driver TV PSA "Voices- Mother and Child" was appropriate for the
    intended audience. The "thud" sound was not too graphic or
    frightening.

-   Do not use "you" instead use "the driver." Being singled out would
    alienate drivers who had never hit a pedestrian.

-   Driver TV PSA "Voices-Family Photos-Alternate/Driver" should be
    shortened. The group thought that three stories was too much
    information for a thirty-second ad.

-   Radio is a good media to reach drivers.

-   Driver Radio PSA "Moment of Silence" is a good concept. The silence
    should not be too long or listeners will change stations.

-   Driver Radio PSA "Watch Out" was seen as very "realistic" to the
    drivers, they could relate to this concept.

-   Driver Radio PSA "From a Jail Cell" mentioning the drinking and
    drugs was distracting to the group members. They thought that would
    confuse the issue of pedestrian safety with drunk driving. They
    liked the idea that "I never thought this could happen to me."

-   Driver Radio PSA "Make Walking Safer" was viewed as effective. They
    liked the idea of talking directly to drivers.

-   Driver Print PSA Driver Print PSA1: Picture Frames was mixed. The
    groups both suggested a family photo instead of the three frames.

-   Driver Print PSA2: Erica. The group preferred "stop for
    pedestrians." They also suggested using a child's picture.

-   Driver Print PSA3: EMTs appealed to the respondents. The groups
    understood the concept and thought using the word "stopped" instead
    of "yielded" would be more impactful.

-   Driver Print PSA4: Teddy Bear the participants liked the concept,
    but the drivers did not like the image of the teddy bear. They
    suggested using another image.

-   Driver Print PSA5: Boy and Dog was well received. They liked the
    image of the dog.

-   Driver Print PSA6: Kids at the crosswalk was highly evaluated by
    both groups. They liked the image of the children.

Federal Highway Administration

Pedestrian Safety Countermeasures Education

**LISBOA, Inc. Focus Group Topline Summary**

**Pedestrians -- Washington, DC**

**4/29/02**

The first of two focus groups in Chevy Chase, MD was held with
Metropolitan Washington, DC pedestrians. The purpose of this group was
to determine what sorts of public education messages would capture their
interest and attention. The ultimate goal of this campaign, sponsored by
the Federal Highway Administration (U.S. Department of Transportation),
is to develop a public education campaign that will educate both
pedestrians and drivers about existing engineering countermeasures
designed to protect pedestrians. The group consisted of nine 26 to 59
year old male and female pedestrians who had been exposed to traffic
situations more than once during the past week.

When asked what some of their typical concerns were as pedestrians, most
respondents indicated that they were concerned about being hit by a
vehicle. One participant reported that he had actually been hit by a
car, which did not stop at a stop sign. Some of their responses
included:

-   *"a lot of times drivers are trying to beat the yellow light."*

-   *"I'm always afraid that somebody is not going to obey the traffic
    signals."*

-   *"My main concern is not having enough time to cross the street."*

-   *"People on cell phones who aren't paying attention."*

The group was then informed of the purpose of the research and the goal
of the campaign, to educate pedestrians about safety features designed
to protect them. When they were asked what they think of when they hear
the term "traffic signs," the group's responses included *"red, green
lights, and stop signs*." When asked to describe "pedestrians signs,"
they answered *"the Walk/Don't walk signs."* The first concept that the
group was asked to evaluate was a radio PSA.

[Pedestrian Radio PSA1:]{.underline}

Concept 8: Traffic Signals

We hear the sounds of tires screeching, and then an awful thud. Next, we
hear sirens and the sounds of an ambulance speeding away followed by
hospital noises and a heart monitor slowly beeping. Next, we hear a
police officer say: *\"I'm Officer Jones, this tragedy didn\'t have to
happen. Walking can be safe---if you follow the signals. When the signal
says "Don't walk," you should not enter the crosswalk. But, if you are
already crossing, keep going until you are safely across the street.
When the signal says "walk," look both ways and then cross the street
quickly, and safely."* We hear the narrator say, "*Every seven minutes a
pedestrian is killed or injured. Walk safely. Follow the signals and
always look left, right, and left again before you cross."* A message
brought to you by the U.S. Department of Transportation, Federal Highway
Administration."

After hearing this description, the participants' reactions included:

-   *"It is too much responsibility on the pedestrian in what the police
    officer says. What about the driver? Does he have a responsibility?*

-   *"It is ok at the corner when you're looking left & right, but
    halfway across the street you have to jump out of the way."*

-   *"That ad would be better focused towards children. Looking left and
    right is kind of redundant."*

-   *"I found it to be too wordy. Too long."*

[Pedestrian TV PSAs]{.underline}

The discussion then turned to the pedestrian television PSA concepts.
The group listened to an audio CD recording of the television spots.

[1. Concept 5: Rushing to the Game - Police Officer]{.underline}

Issue: Traffic Signals/Walk vs. Don't Walk []{.mark}

We see a father and son about to cross a busy street. The boy is wearing
a little league uniform and carrying a baseball glove. The signal says
"Don't Walk." The father quickly looks left, right and left again, then
grabs his son's hand and the two rush across the street. Then we hear
the sounds of tires screeching. The father and son turn to see a car
heading toward them, a look of terror on their faces. We hear an awful
thud as we see the image of the boy's baseball glove flying into the
air. Cut to a police officer standing at the scene. We see the car
involved in the crash and the police car with flashing lights. The
officer says: *\"This tragedy didn\'t have to happen. Walking can be
safe, when you follow the signals. When the signal says "Don't Walk,"
you should not enter the crosswalk. But, if you are already crossing,
keep going until you are safely across the street. When the signal says
"walk," look both ways and then cross the street quickly, and safely."*
While the police officer is talking, we see a close up of the signal as
it flashes \"Don\'t Walk\" and \"Walk,\" and images of people crossing
safely. As the people cross, we hear a narrator say: "*Every seven
minutes a pedestrian is killed or injured. Walk safely. Follow the
signals and always look left, right, and left again before you cross."*
Cut to the U.S. Department of Transportation, Federal Highway
Administration logo.

The group's reactions included:

-   *"I find it similar to \[the radio\] one. You can show the father &
    son's responsibility."*

-   *"It wasn't as long as the first one. I could picture it."*

-   *"It would depend on the thud. Hearing bones breaking would be going
    too far."*

-   *"I think it would be really awkward to show the father or son being
    hit."*

-   *"It's more visual."*

-   *"It reminds me of the ad for drunk drivers where you see someone
    hit."*

-   *"I liked the idea of the glove going up in the air."*

**2. Concept 6: Rushing to the Game - Grandpa**

**Issue: Traffic Signals/Walk vs. Don't Walk**

We see a grandfather with his grandson about to cross a busy street. The
boy is wearing a little league uniform and carrying a baseball glove.
The signal says, "Walk," so the grandfather grabs the boy's hand, and
after looking left, right, and left again, they begin to cross the
street. While grandfather and son are still in the crosswalk, the signal
changes to flashing "Don't Walk." The grandfather looks confused and
then panics. Grabbing his grandson's hand tighter, he tries to turn
around and run back. The boy grabs his grandfather's arm and says, *"No,
grandpa. It's ok. I learned this in school"* and quickly convinces his
grandfather to keep going across the street.

Once safely on the other side, the boy says, *"We learned that when the
signal says 'Don't walk', you shouldn't start to cross the street. But
if you're already crossing, you should keep going until you're safely on
the other side."* The grandfather smiles and says: *"Thanks Ryan. Now I
know what to do when the signal says walk or don't walk. And I'll always
look left, right and left again before crossing the street."* Cut to the
U.S. Department of Transportation, Federal Highway Administration logo
while a narrator says: "*Every seven minutes a pedestrian is killed or
injured. Walk safely. Follow the signals and always look left, right,
and left again before you cross.*"

The group responses were:

-   *"It seems almost humorous. If I were watching it I would think it
    was funny. Little kids watching it probably aren't paying attention,
    in my opinion."*

-   *"I thought it was very educational. I think it would be geared
    towards little kids and older people."*

-   *"More focused on kids."*

-   *"I think I would tune it out after the second time I heard it."*

-   *"This could be good for non-English speaking TV. I think the
    inter-generational aspect would have appeal."*

-   *"This would be good for Saturday morning."*

**3. Concept 7: Firefighter**

**Issue: Retro-reflective Materials**

We see firefighters on the scene of a fire, walking around in the dark.
Their clothing shines in the dark, because it has retro-reflective
materials on it. Some firefighters are also carrying a flashlight. One
firefighter stops and addresses the camera. He says: *"When you're a
firefighter, it's important to be seen in the dark.* *So firefighters
wear retro-reflective materials on their clothing*." Cut to the
firefighter in the station house. He is now wearing casual clothing,
including several retro-reflective items, such as a t-shirt with
retro-reflective stripe, jacket, and running shoes. He picks up some
personal items and a flashlight, and heads out the door. It\'s nighttime
and dark out. He says: "*When I'm walking at night, I still wear
retro-reflective clothing* (gestures towards his clothes) *and carry a
flashlight* *because I know cars can see you from farther away and they
can see you better than if you're wearing white. This shiny stuff saves
lives and it could save yours."* As we see him walk away into the dark,
we hear a narrator say, "*Every seven minutes a pedestrian is killed or
injured. Walk safely and make sure you can be seen in the dark.*" While
the narrator is talking, the firefighter get further and further away.
We see a car go past him and we can see that from the car's perspective,
the firefighter is visible from blocks away. Cut to the U.S. Department
of Transportation, Federal Highway Administration logo.

The group responses were:

-   *"Brighter colors are good."*

-   *"Reflective materials would make more sense than retro-reflective.
    People wouldn't know what you're talking about with
    retro-reflective."*

-   *"It's very rare to see running shoes without it \[retro-reflective
    material\] now."*

-   *"I'm not going to buy shoes because of it. If it comes with the
    clothes that's fine, but I'm not going to look for it."*

-   *"I don't think people's main concern when they go out is to wear
    reflective stuff."*

-   *"That stuff can be distracting."*

-   *"I think the idea of having something bright is great. But, I think
    this will not hit certain populations, kids, teenagers, . . . it may
    be appropriate for rural areas, but in urban America with fashion
    consciousness, I don't think this will be very effective."*

-   *"If I were a runner or an avid walker, I would wear that, but as an
    average walker, I wouldn't wear it. An average person will not wear
    an orange arm band to walk across the street."*

**[Print PSAs]{.underline}**

# Pedestrian Print PSA1: Dad & Son

PSA depicts father and son walking on a beach. The father is carrying a
baseball. The son is entirely shaded and outlined. Bold text: \"I saw
the signal change, but I thought we had enough time to make it across...
I was wrong. Obey the Traffic Signals. Don\'t take chances with your
life.\" Smaller text: \"Walking can be safe. Just make sure you follow
the signals. When the signal says Don\'t Walk, you should not enter the
crosswalk. But, if you are already crossing, keep going until you are
safely across the street. When the signal says Walk, look both ways and
then cross the street quickly, and safely. Every seven minutes a
pedestrian is killed or injured. Walk safely. Follow the signals and
always look left, right, and left again before you cross. It could save
your life.\"

Participants had the following feedback for this concept:

-   *"I thought the dark represents the absence of the kid."*

-   *"I don't see that, I didn't know what the shadow was."*

-   *"I think it means someone was run over. Will immigrants be able to
    get the substance of this ad? Will other people be able to sense
    that?"*

-   *"Most little kids who play little league, their mommy's pick them
    up in a caravan. I think you need to represent urban culture."*

-   *"The picture is not effective. Use a grandmother."*

# Pedestrian Print PSA2: Boy in Wheelchair

PSA depicts boy in wheelchair, looking pensive. Bold text: \"Dad thought
we could make it across. Obey the Traffic Signals. Don\'t take chances
with your life.\" Smaller text: \"Most drivers are watching out for
pedestrians, but sometimes traffic and other obstacles make it difficult
to see people in the crosswalk. So don\'t take chances. Walk safely.
Wait for the signal to say Walk, and always look left, right, and left
again before you cross the street.\"

Participants responded to this concept as follows:

-   *"I don't like it."*

-   *"He needs a size appropriate wheelchair. I don't like it."*

-   *"I thought he had multiple sclerosis. I would put him on a
    \[street\] corner watching traffic. It doesn't look like he's really
    disabled."*

-   *"You should ad a cast to his leg or arm."*

-   *"I think it's a good ad."*

-   *"The cast and some cars would show he was hit."*

-   *"It looks like a muscular dystrophy ad to me."*

-   *"I understood it, I thought it was clear. He could be paralyzed
    from the accident."*

# Pedestrian Print PSA3: Woman with Reflective Material

PSA depicts a young female pedestrian in a long coat with
retroreflective trim. She is in an urban setting, with what appears to
be a bridge railing behind her and a city skyline in the distance. Bold
text: \"Make yourself visible. Reflective items can save your life.\"
Smaller text: When you\'re out at night, be safe. Wearing white helps,
but wearing reflective clothing items and carrying a flashlight will
make you much more visible. Every seven minutes a pedestrian is killed
or injured. Walk safely. Make sure cars can see you in the dark.\"

Participants responded the this concept with the following remarks:

-   *"I don't know if it says enough. It looks like she's going to the
    club."*

-   *"Maybe you should put walkers and runners in the ad."*

-   *"Nobody reads the small print. That's where the credit cards get
    you."*

-   *"Who wears something like that?"*

-   *"I'd like to see children with some stuff like that."*

-   *"The words are catchy. But I don't like what she has on."*

-   *"'Reflective items' makes sense. I think that's sort of catchy."*

-   *"I think that the question is not whether that stuff is effective,
    but are people going to wear it?*

-   *"I don't like reflective 'items.' I would change it to something
    else."*

-   *"Is she going to the clubs? You need something that everyone can
    relate to."*

# Pedestrian Print PSA4: Firefighter

PSA depicts a male firefighter wearing his gear looking into the camera.
In a smaller inset box on the right, a mother and child are walking
holding hands and are wearing retro-reflective items. Bold text: \"Out
at night? This shiny stuff could save your life. Make yourself visible.
Be safe. Be smart. Be seen.\" Smaller text: \"When you\'re a
firefighter, it\'s important to be seen in the dark. So firefighters
wear retro-reflective materials on their clothing. When you\'re out at
night, be safe. Wearing white helps, but wearing retro-reflective
clothing items and carrying a flashlight will make you much more
visible. Every seven minutes a pedestrian is killed or injured. Walk
safely. Make sure cars can see you in the dark.\"

The participants offered the following feedback to this concept:

-   *"I don't know if I like the word, 'shiny stuff' but other than that
    I like it. . . It's a good ad."*

-   *"I would use 'reflective clothing.'"*

-   *"I don't like shiny stuff, either."*

-   *"It is very straight forward."*

-   *"The image of the firefighter couldn't be better."*

-   *"I think it gets the message across with the background picture."*

-   *"I like the picture. Children like the word 'stuff.'"*

-   *All but one group member liked "Be safe, be smart, be seen" better
    than other tagline.*

# Pedestrian Print PSA5: Tragedy

PSA depicts a policeman facing the camera. Behind the officer and to the
right we see two EMTs working on a victim and a crumpled car behind
them. Bold text: \"This tragedy didn\'t have to happen. Obey the Traffic
Signals. Don\'t take chances with your life.\" Smaller text: \"Traffic
signals and pedestrian warning signs let drivers know what to expect.
Please, wait for the signal to say Walk, before you cross the street.
Walk safely. Follow the signals and always look left, right, and left
again before you cross. It could save your life.

Participants responded to this concept by sharing the following
thoughts:

-   *"Make the background clearer."*

-   *"The police officer is too relaxed, he's smiling."*

-   *"The idea is good, I like the idea. He should be looking more
    serious."*

-   *"I don't know that it's clear. The person in the car could be the
    one pulled out. If you could see the crosswalk, the lights it might
    be clearer."*

-   *"I like that this is not only directed to the pedestrians. Also,
    the \[driver\] is included."*

-   *"Do one scene with the kid running to the game disobeying the light
    & then have him in a wheelchair watching the game. Otherwise, you're
    making people look stupid. Hopefully people will pay more
    attention."*

-   *"The police officer should be smaller and he should look like an
    everyday person. The graphic to the right should be bigger and you
    should show a stoplight."*

**Pedestrian Print PSA6: Signals**

PSA depicts the \"Walk\" and \"Don\'t Walk\" signs in inset boxes, with
text on the right. Bold text: Obey the Traffic Signals. Don\'t take
chances with your life.\" Smaller text: \"Walking can be safe. Just make
sure you follow the signals. When the signal says Don\'t Walk, you
should not enter the crosswalk. But, if you are already crossing, keep
going until you are safely across the street. When the signal says Walk,
look both ways and then cross the street quickly, and safely. Every
seven minutes a pedestrian is killed or injured. Walk safely. Follow the
signals and always look left, right and left again before you cross.\"

Participants offered the following feedback to this concept:

-   *"The text should be a little bigger."*

-   *"The ad is too basic, it doesn't have anything to catch your
    attention."*

-   *"You already know what it is, you wouldn't stop to look at it in a
    magazine."*

-   *"It would be more appropriate for elementary school education."*

-   *"I think if it wear in color it could be used to teach safety in
    schools."*

**[Driver Concepts]{.underline}**

**1. Concept 4: Voices-Mother and Child**

**Issue: Drivers Turning**

We see a mother with a five-year-old child about to cross the street.
They have the "walk" signal. Holding the child's hand, the mother looks
left, right and left again, then enters the crosswalk. They are still in
the crosswalk when we hear the sounds of tires screeching. The mother
turns to see a car heading toward them, a look of terror on her face. We
hear an awful thud as we see the image of a teddy bear flying into the
air. As soon as we hear the sounds of tires screeching, we also hear a
variety of voices, one-by-one saying: "*I don't drink, I don't do drugs,
I just wasn't paying attention*." The teddy bear continues to sail
through the air, then we see blurry images of a car about to turn,
waiting for the traffic to pass. The voices continue: "*I looked to see
if any cars were coming... I should have looked for people as well, and
stopped for them."* Then all the voices say together: *"I never thought
something like this could happen to me.*" Cut to a shot of children
crossing the street, the warning sign for pedestrians crossing is
clearly visible. We hear a child say: "*Every seven minutes a pedestrian
is killed or injured. Stop for pedestrians: think of the impact you
could make.*" End with music and show U.S. Department of Transportation,
Federal Highway Administration logo.

The group responded:

-   *"That should be played in drivers ed. It would make them think a
    little more, but for the veteran driver, I don't think it will make
    them think."*

-   *"If this were a TV ad, if the little girl were injured it would be
    good."*

-   *"The words could come popping out during the ad as people were
    saying things."*

-   *"It's a little long." \[Moderator responded that with TV ad, you'd
    be seeing pictures not listening to description and that wouldn't be
    as long.\]*

-   *"There are a lot of people saying something about one accident.
    Maybe one driver would be better."*

-   *"All the different voices were too much."*

-   *"Less is more."*

-   *"Maybe just one driver and narrator with the child would be
    better."*

-   *"I think a child's voice is good."*

-   *"Should you say 'Every seven minutes in the United States' might be
    better."*

**2. Concept 3: Voices-Family Photos-Alternate/Driver too**

**Issue: Various**

We see a 10-year-old Hispanic girl standing beside a busy intersection
with a framed photo of her mother. She is very upset. She stares into
the camera as we hear her voice over muted sounds of traffic. She says:
*The driver was looking for other cars as he turned the corner. But he
didn\'t watch out for my mom.*" Then we see a sixteen-year-old African
American boy standing at another busy intersection. He looks angry as we
hear him say, *\"My sister was always careful. She'd wait for the light
and look both ways. The driver should have stopped for her. But she
didn\'t.\"* Then we see a 30-year-old Caucasian man standing beside a
busy street. His hands are empty. He looks solemnly into the camera and
says, "*I wasn't driving fast or anything. I should have seen the people
in the crosswalk, but I just wasn't looking. Why didn't I see them?\"*
Then we hear a child's voice say: *Every seven minutes a pedestrian is
killed or injured. Stop for* *pedestrians. Think of the impact you could
make."* End with music and show U.S. Department of Transportation,
Federal Highway Administration logo.

The group offered the following responses to this concept:

-   *"It was so long and I didn't like this one as much as the first
    one."*

-   *"It was alright. I could visualize some of this stuff."*

-   *"I think it was ok. I couldn't see a 30 year old man, I could see a
    teenager."*

-   *"I thought it was long and I don't like the child's voice. She
    talks too softly."*

-   *"This shows that minorities get hit more, I don't like to see that
    situation. It triggers other issues."*

**[Driver Radio PSAs:]{.underline}**

**1. Concept 1: Moment of Silence**

We hear dead air/silence for a second or two. Then we hear a narrator
say: "This moment of silence is dedicated to the thousands of
pedestrians killed last year by motor vehicles. In fact, every 7 minutes
a pedestrian is killed or injured. Drive safely. Watch for pedestrians
in the crosswalk and at *every intersection*. Stay alert and stop for
pedestrians. Think of the impact you can make. A message brought to you
by the U.S. Department of Transportation, Federal Highway
Administration.

The participants' comments were:

-   *"I do not like that. I'd hit the button and change the channel."*

-   *"Maybe an alarm instead of a moment of silence."*

-   *"If I'm listening to music, I wouldn't change the channel."*

-   "If I heard that it would get my attention."

**[Driver TV PSAs:]{.underline}**

# [PRINT PSAs]{.underline}

**Driver Print PSA1: Picture Frames**

PSA depicts three photograph frames of different sizes, each framing a
photo of an individual person. From left to right: Young male child,
middle-aged adult, young woman. Bold text: Every seven seconds a
pedestrian is killed or injured... Stop for Pedestrians Think of the
impact you could make.\" Smaller text: \"It takes a few more seconds to
look for someone in the crosswalk and wait for them to cross. It\'s
worth it. Drive safely. Watch for pedestrians in the crosswalk and at
every intersection.\"

The group commented on the print PSA concept by saying:

-   *"Maybe if you had someone gazing at three pictures. I don't see
    anything saying 'these are my family members."*

-   *"What about a family picture?"*

-   *"It could work for TV with people who are gone."*

# Driver Print PSA2: Erica

PSA depicts older woman\'s hands holding an open wallet that holds a
photograph of a young woman. Bold text: \"Erica was my pride and joy.
The driver should have stopped for her, but didn\'t. Yield to
Pedestrians. Think of the impact you can make.\" Smaller text: \"Family
and friends are important to all of us. Take the time to look for
someone in the crosswalk and wait for them to cross. Drive safely. Stop
for pedestrians at the crosswalk and at every intersection.\"

Feedback from the focus group participants included:

-   *"That looks like the person looking at the picture is in the car."*

-   *"Stop for pedestrians works better."*

-   *"Isn't it the law that you have to stop for pedestrians, that
    pedestrians have the right of way?"*

# Driver Print PSA3: EMTs

PSA depicts two young adult male EMTs performing CPR on a young girl.
Bold text: \"... I should have yielded to her in the crosswalk... Yield
to pedestrians. Think of the impact you could make.\" Smaller text: It
seems everyone is in a hurry these days. But the time it takes to look
for someone in the crosswalk and yield to them is worth it. Drive
safely. Stop for pedestrians in the crosswalk and at every
intersection.\"

The third print PSA received the following responses:

-   *"Is that a car grill in the background?"*

-   *"If you could tell that it is a car it would make more sense."*

# Driver Print PSA4: Teddy Bear

PSA depicts battered teddy bear lying on crosswalk-striped asphalt. Bold
text: \"I was looking out for cars... I didn\'t see the child in the
crosswalk. Stop for pedestrians. Think of the impact you could make.\"
Smaller text: \"Whatever the driver was rushing to do, doesn\'t seem so
important now. Take the time to look and stop for pedestrians in the
crosswalk and at every intersection. It\'s worth it. Please drive
safely.\"

The participants responded to this concept with the following remarks:

-   *"That's good."*

-   *"That works."*

-   *"It looks like the teddy bear got run over."*

# Driver Print PSA5: Boy & Dog

PSA depicts a pair of adult hands holding a picture frame that shows a
young boy and a dog playing together. Bold text: \"You should have
yielded to him in the crosswalk. But you didn\'t. Yield to Pedestrians.
Think of the impact you could make.\" Smaller text: \"Family and friends
are important to all of us. Take the time to look for someone in the
crosswalk and wait for them to cross. Drive safely. Stop for pedestrians
in the crosswalk and at every intersection.\"

Focus group participants reacted to this by saying:

-   *"Think of the lives you affect instead of impact. It's not just
    that person that you hit."*

# Driver Print PSA6: Kids at the crosswalk

PSA depicts a pair of children at a crosswalk. The male is holding his
arm out to stop the female from crossing. Beyond the children, a car is
speeding from right to left. Beyond the intersection a pedestrian
crossing sign is visible. Bold text: \"Stay alert for pedestrians. You
never know who you might run into.\" Smaller text: Family and friends
are important to all of us. Take the time to look for someone in the
crosswalk and wait for them to cross. Drive safely. Stop for pedestrians
in the crosswalk and at every intersection.\"

Participants shared the following thoughts about this concept:

-   *"I like that."*

-   *"It's very nice."*

-   *"I like 'you never know who you might run into' better than 'think
    of the impact.'"*

-   *"Those could be anybody's kids."*

When asked about you versus the driver, there was no clear answer from
the group. One participant thought "the driver" worked better.

Closing thoughts from group:

-   *"I think there should be timers on every intersection."*

Federal Highway Administration

Pedestrian Safety Countermeasures Education

**LISBOA, Inc. Focus Group Topline Summary**

**Drivers -- Washington, DC**

**4/29/02**

The second of two focus groups in Chevy Chase, MD was held with
Washington DC Metropolitan area drivers. The purpose of this group was
to determine what sorts of public education messages would capture their
interest and attention. The ultimate goal of this campaign, sponsored by
the Federal Highway Administration (U.S. Department of Transportation),
is to develop a public education campaign that will educate both
pedestrians and drivers about existing engineering countermeasures
designed to protect pedestrians. The group consisted of ten 18 to 25
year old male and female drivers who had driven more than fifty miles
within the past week.

When asked how concerned they were about hitting or injuring a
pedestrian while driving, the respondents indicated that they were
concerned about this. The respondents stated that they encounter
pedestrians in a number of situations including:

-   "*Driving in the city*."

-   "*Around school*,"

-   "*In my neighborhood.*"

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-   *"Downtown."*

-   *"At crosswalks."*

-   *"I don't want to hurt anybody."*

-   *"I worry more about hitting school kids getting off the bus."*

-   *"There are kids at a school across the street from me and when
    they're out at lunch"*

-   *"In my neighborhood I worry about hitting someone."*

The group was then informed of the purpose of the research and the goal
of the campaign, to educate pedestrians and drivers about existing
safety features designed to protect pedestrians. The first concept that
the group was asked to evaluate was a TV PSA.

**[Driver TV PSAs:]{.underline}**

**1. Concept 4: Voices-Mother and Child**

**Issue: Drivers Turning**

We see a mother with a five-year-old child about to cross the street.
They have the "walk" signal. Holding the child's hand, the mother looks
left, right and left again, then enters the crosswalk. They are still in
the crosswalk when we hear the sounds of tires screeching. The mother
turns to see a car heading toward them, a look of terror on her face. We
hear an awful thud as we see the image of a teddy bear flying into the
air. As soon as we hear the sounds of tires screeching, we also hear a
variety of voices, one-by-one saying: "*I don't drink, I don't do drugs,
I just wasn't paying attention*." The teddy bear continues to sail
through the air, then we see blurry images of a car about to turn,
waiting for the traffic to pass. The voices continue: "*I looked to see
if any cars were coming... I should have looked for people as well, and
stopped for them."* Then all the voices say together: *"I never thought
something like this could happen to me.*" Cut to a shot of children
crossing the street, the warning sign for pedestrians crossing is
clearly visible. We hear a child say: "*Every seven minutes a pedestrian
is killed or injured. Stop for pedestrians: think of the impact you
could make.*" End with music and show U.S. Department of Transportation,
Federal Highway Administration logo.

The participants responded to this concept with the following
statements:

-   *"I think it's pretty good, I heard myself on that tap because I've
    said those things before.*

-   *"I think it's good because you could visualize yourself doing those
    things, looking etc."*

-   *"I think it's good, it's a little morbid, but it does show a lack
    of awareness of a lot of people. Aside from the teddy bear in the
    air, I think it's good."*

-   *"I think it\'s clichéd."*

-   *"I think that the focus is on drivers, I wouldn't mix it with drunk
    drivers."*

-   *"It sounds like they were drinking and doing drugs."*

-   *"Maybe an elderly person in the street."*

-   *"What about someone talking on the cell phone."*

-   *"The mother child image will appeal to parents. The pedestrian
    could be anybody."*

-   *"I didn't like using a kid's voice at the end."*

-   *"The screeching tires and thud wasn't too graphic."*

-   *"\[The thud\] that's real."*

**2. Concept 3: Voices-Family Photos-Alternate/Driver too**

**Issue: Various**

We see a 10-year-old Hispanic girl standing beside a busy intersection
with a framed photo of her mother. She is very upset. She stares into
the camera as we hear her voice over muted sounds of traffic. She says:
*The driver was looking for other cars as he turned the corner. But he
didn\'t watch out for my mom.*" Then we see a sixteen-year-old African
American boy standing at another busy intersection. He looks angry as we
hear him say, *\"My sister was always careful. She'd wait for the light
and look both ways. The driver should have stopped for her. But she
didn\'t.\"* Then we see a 30-year-old Caucasian man standing beside a
busy street. His hands are empty. He looks solemnly into the camera and
says, "*I wasn't driving fast or anything. I should have seen the people
in the crosswalk, but I just wasn't looking. Why didn't I see them?\"*
Then we hear a child's voice say: *Every seven minutes a pedestrian is
killed or injured. Stop for* *pedestrians. Think of the impact you could
make."* End with music and show U.S. Department of Transportation,
Federal Highway Administration logo.

The group shared the following recommendations for this concept:

-   *"I think a louder voice at the end would be better -- an adult."*

-   *"I like this one."*

-   *"The people aren't convincing."*

-   *"The people didn't sound sad enough."*

-   *"This could be set at an accident scene, instead of on the street
    corner."*

-   *"I think it's too sugar coated. I just don't see this as grasping
    someone's attention. I don't feel this."*

-   *"That didn't tap into my senses at all. The girl standing there
    with the picture or the guy didn't work as a fear appeal with me."*

-   *"If the actor could have more emotion it would be better. After
    seeing it and not just hearing it could be better."*

-   *"Show someone getting hit."*

-   *"The 3 stories are too much for a 30 second commercial, one or two
    stories would be better."*

-   *"Have the viewer be the eyes of the driver. Put you in the place of
    the driver. Like those roller coaster things. You glance away and
    then look back and there's a person!"*

When asked about using the term "you" instead of "the driver" with these
concepts, participants stated that:

-   *"I think that would be worse because personally I've never hit
    anybody."*

-   *"Pointing it out to me would make me want to change the channel
    because I didn't do it."*

**[Driver Radio PSAs]{.underline}**

**1. Concept 1: Moment of Silence**

We hear dead air/silence for a second or two. Then we hear a narrator
say: "This moment of silence is dedicated to the thousands of
pedestrians killed last year by motor vehicles. In fact, every 7 minutes
a pedestrian is killed or injured. Drive safely. Watch for pedestrians
in the crosswalk and at *every intersection*. Stay alert and stop for
pedestrians. Think of the impact you can make. A message brought to you
by the U.S. Department of Transportation, Federal Highway
Administration.

Participants offered feedback by saying:

-   *"I would be looking for another radio station."*

-   *"It would depend on how you brought in the silence. This is one of
    the few instances when a radio advertisement might be more effective
    than TV because you're already in the car."*

-   *"They could say it is a dedication before the moment of silence."*

-   *"It depends on the no sound and how long it is."*

-   *"The heart monitor sound could get people's attention, but that's
    been done before too."*

**2. Concept 3: Watch Out! (Part 1 of 2)**

We hear the sounds of a group of twenty-something-year-olds driving in
the car with the windows open and the radio playing. There are about
four or five people, talking lively about work, bars, college, etc.
Suddenly, the radio station changes and we hear voices from the back of
the car shout, "Hey, change it back!" Then we hear the sounds of someone
scanning through several radio stations. The conversation continues
until someone says, "Turn here!" The driver is annoyed and shouts,
"Right or left?" The person in the back yells, "Left!" We hear the car
turn suddenly and someone in the back screams, "Hey, there's someone
there. Watch out!" We hear the sounds of screeching brakes and then a
terrible "thud." The driver and his friends are very upset. We hear them
yelling things like, "Oh no!" and "Oh, my God!!!!!" We hear police
sirens getting closer and closer. Then we hear a narrator say, "Every 7
minutes a pedestrian is killed or injured. Drive safely. Stay alert and
stop for pedestrians in the crosswalk and at *every intersection*. Think
of the impact you can make. A message brought to you by the U.S.
Department of Transportation, Federal Highway Administration.

Participants shared their thoughts on this concept as follows:

-   *"I thought that was the worst one. Get to the action quicker."*

-   *"I thought that was the best one of all."*

-   *"That to me was the most realistic."*

-   *"Less dialogue and I don't know about the statistic."*

-   *"'Stop for pedestrians it changes lives' or 'Stop for pedestrians
    it saves lives.'"*

-   *"I think I've seen this commercial before for safe driving."*

-   *"The realer the better."*

-   *"It was real it happens all the time."*

**3. Concept 4: From a Jail Cell (Part 2 of 2)**

We hear the sounds of a jail cell clanking closed. The twenty-something
male is now in jail where he appeals to the radio listeners to learn
from his story. He says something like "I was just driving down the
street with my friends. I wasn't drinking or doing drugs or speeding. I
just wasn't paying attention. I wasn't watching for anyone crossing the
street. By the time I saw them it was too late. Now I'm in jail and my
life is ruined. I never thought something like this could happen to me."
Then we hear a narrator say, "Every 7 minutes a pedestrian is killed or
injured. Drive safely. Watch for pedestrians in the crosswalk and at
*every intersection*. Think of the impact you can make. A message
brought to you by the U.S. Department of Transportation, Federal Highway
Administration.

The focus group participants responded to the concept with:

-   *"It keeps drawing my attention back to the drugs and we hear that
    all the time."*

-   *"Cut out the drinking and driving."*

-   *"The jail part is good. Mentioning the drugs and drinking takes
    away from it."*

-   *"Whether on drugs or not if you hit a pedestrian you're not paying
    attention."*

-   *"Everyone thinks 'I never thought this could happen to me' keep
    that part."*

-   *"I don't like the word 'impact.' I like that short and sweet 'watch
    out for pedestrians.'"*

**4. Concept 5: Make Walking Safer**

We hear a narrator say "You may think you're a safe driver---and you
probably are most of the time---but when you're changing the radio
station, talking on a cell phone, or watching out for other cars, you
might not be looking for people crossing the street. Every 7 minutes a
pedestrian is killed or injured. As a driver, you can help make walking
safer. Watch for pedestrians in the crosswalk and at *every
intersection*. Stay alert and stop for pedestrians. Think of the impact
you can make. A message brought to you by the U.S. Department of
Transportation, Federal Highway Administration."

The group shared the following thoughts on this concept:

-   *"I rated it ok. I can't relate to it."*

-   *"I think that was the best one yet. It related to everyone and it
    wasn't dramatic stuff."*

-   *"I like the idea of talking to the driver."*

-   *"I didn't think it was effective because you are generalizing
    everything everybody does in a car that makes them not pay
    attention. I think that commercial is saying you have to stare
    straight ahead and drive all the time."*

-   *"I thought it was good and got into your head."*

-   *"It reminds you that you're not paying attention when you're doing
    all those other things."*

-   *"James Earl Jones would be the best narrator."*

# [PRINT PSAs]{.underline}

# Driver Print PSA1: Picture Frames

PSA depicts three photograph frames of different sizes, each framing a
photo of an individual person. From left to right: Young male child,
middle-aged adult, young woman. Bold text: Every seven seconds a
pedestrian is killed or injured... Stop for Pedestrians Think of the
impact you could make.\" Smaller text: \"It takes a few more seconds to
look for someone in the crosswalk and wait for them to cross. It\'s
worth it. Drive safely. Watch for pedestrians in the crosswalk and at
every intersection.\"

The group commented on the print PSA concept by saying:

-   *"Maybe if we had seen some of the TV ads we would have had a more
    positive opinion."*

-   *"If there's a picture of an accident or a chalk outline that might
    be better. This doesn't demonstrate that a pedestrian got hit."*

-   *"Sure you have the implication that those people are dead, but it
    doesn't click that they were plowed down."*

-   *"It is pretty busy on top, I think that white on black on the
    bottom stands out."*

-   *"It's too smiley."*

-   *"I think the frames are sticking out. But the people, I can feel
    that."*

-   *"A family photo would be better."*

# Driver Print PSA2: Erica

PSA depicts older woman\'s hands holding an open wallet that holds a
photograph of a young woman. Bold text: \"Erica was my pride and joy.
The driver should have stopped for her, but didn\'t. Yield to
Pedestrians Think of the impact you can make.\" Smaller text: \"Family
and friends are important to all of us. Take the time to look for
someone in the crosswalk and wait for them to cross. Drive safely. Stop
for pedestrians at the crosswalk and at every intersection.\"

Feedback from the focus group participants included:

-   *"The impact statement doesn't work for me."*

-   *"You're explaining too much, the driver should have stopped.
    Period."*

-   *"Too much text."*

-   *"You're not really sure if the driver didn't see her or not."*

-   *"Why didn't the driver see her?"*

-   *"Yield to pedestrians is more effective, because I don't think
    there is a need to stop."*

-   *"If you stop you're cutting the chances of hitting a pedestrian.
    Stopping when you see a person would be best."*

-   *"Most drivers don't stop, but they would yield."*

-   *"I think stop is a more effective word."*

-   *"It makes it very clear that she was a pedestrian."*

-   *"A child would be more effective here."*

# Driver Print PSA3: EMTs

PSA depicts two young adult male EMTs performing CPR on a young girl.
Bold text: \"... I should have yielded to her in the crosswalk... Yield
to pedestrians. Think of the impact you could make.\" Smaller text: It
seems everyone is in a hurry these days. But the time it takes to look
for someone in the crosswalk and yield to them is worth it. Drive
safely. Stop for pedestrians in the crosswalk and at every
intersection.\"

The third print PSA received the following response:

-   *"This is a better picture."*

-   *"I'm thinking 'stop' not yield here."*

-   *"That changes my whole thought, I think it should be 'I should have
    stopped for her.'"*

-   *"If you're aware of the crosswalk, you should be aware of the
    person in the crosswalk. That is kind of contradictory."*

-   *"I think saying you should have stopped for her in the crosswalk
    and didn't means that you saw her and you just didn't stop!*"

-   *"Yeah, it is clear that the driver is talking here."*

# Driver Print PSA4: Teddy Bear

PSA depicts battered teddy bear lying on crosswalk-striped asphalt. Bold
text: \"I was looking out for cars... I didn\'t see the child in the
crosswalk. Stop for pedestrians. Think of the impact you could make.\"
Smaller text: \"Whatever the driver was rushing to do, doesn\'t seem so
important now. Take the time to look and stop for pedestrians in the
crosswalk and at every intersection. It\'s worth it. Please drive
safely.\"

The participants responded to this concept with the following remarks:

-   *"The teddy bear will get my attention and the words at the bottom
    will make me think."*

-   *"I think it's good, but the teddy bear has got to go. You need
    something more graphic like a bent bike or a hat."*

-   *"Shoes. "*

-   *"Yeah, shoes lying somewhere."*

-   *"I don't like making watching out for cars a bad thing."*

-   *"A small hand and an ice cream cone or a lollipop."*

-   *"A crushed lollipop."*

-   *"I'm not feeling the teddy bear myself."*

-   *"Black and white is better. You don't see black and white ads very
    often."*

# Driver Print PSA5: Boy & Dog

PSA depicts a pair of adult hands holding a picture frame that shows a
young boy and a dog playing together. Bold text: \"You should have
yielded to him in the crosswalk. But you didn\'t. Yield to Pedestrians.
Think of the impact you could make.\" Smaller text: \"Family and friends
are important to all of us. Take the time to look for someone in the
crosswalk and wait for them to cross. Drive safely. Stop for pedestrians
in the crosswalk and at every intersection.\"

Focus group participants reacted to this by saying:

-   *"It could be the dog or kid hit?"*

-   *"Why not yield for the dog?"*

-   *"You should have yielded, it should be you should have stopped.
    Yielded is weak."*

-   *"I like the you should have stopped for him, but didn't."*

-   *"Are all of the drivers speeding or something?"*

-   *"The dog gets me. How many times do you see animals hit?"*

-   *"It's not clear who you're trying not to hit."*

-   *"If you said you should have stopped for them it would work."*

-   *"I like them."*

-   *"Me too. I like tying the animal in."*

-   *"The Mom's hands are good."*

# Driver Print PSA6: Kids at the crosswalk

PSA depicts a pair of children at a crosswalk. The male is holding his
arm out to stop the female from crossing. Beyond the children, a car is
speeding from right to left. Beyond the intersection a pedestrian
crossing sign is visible. Bold text: \"Stay alert for pedestrians. You
never know who you might run into.\" Smaller text: Family and friends
are important to all of us. Take the time to look for someone in the
crosswalk and wait for them to cross. Drive safely. Stop for pedestrians
in the crosswalk and at every intersection.\"

Participants shared the following thoughts about this concept:

-   *"That is straight to the point. You see it all."*

-   *"That's good."*

-   *"That's very good."*

-   *"I don't know if it is kind of punchy though."*

-   *"I think it's catchy."*

-   *"I like the image."*

# PEDESTRIAN MATERIALS

**[Television/Cinema PSAs]{.underline}**

[Pedestrian TV PSA1:]{.underline}

**Concept 5: Rushing to the Game - Police Officer**

**Issue: Traffic Signals/Walk vs. Don't Walk** []{.mark}

We see a father and son about to cross a busy street. The boy is wearing
a little league uniform and carrying a baseball glove. The signal says
"Don't Walk." The father quickly looks left, right and left again, then
grabs his son's hand and the two rush across the street. Then we hear
the sounds of tires screeching. The father and son turn to see a car
heading toward them, a look of terror on their faces. We hear an awful
thud as we see the image of the boy's baseball glove flying into the
air. Cut to a police officer standing at the scene. We see the car
involved in the crash and the police car with flashing lights. The
officer says: *\"This tragedy didn\'t have to happen. Walking can be
safe, when you follow the signals. When the signal says "Don't Walk,"
you should not enter the crosswalk. But, if you are already crossing,
keep going until you are safely across the street. When the signal says
"walk," look both ways and then cross the street quickly, and safely."*
While the police officer is talking, we see a close up of the signal as
it flashes \"Don\'t Walk\" and \"Walk,\" and images of people crossing
safely. As the people cross, we hear a narrator say: "*Every seven
minutes a pedestrian is killed or injured. Walk safely. Follow the
signals and always look left, right, and left again before you cross."*
Cut to the U.S. Department of Transportation, Federal Highway
Administration logo.

The participants offered the following comments:

-   *"I feel like I'm in driver's ed."*

-   *"I'd change the channel."*

-   *"The cop should be yelling at the Dad."*

-   *"I don't think people want to be told about something that they
    have the right to do."*

-   *"I think it was way too long."*

-   *"The cop's dialogue was too long."*

-   *"Maybe say it's the pedestrian's responsibility to make sure."*

-   *"I think it would be more effective if the glove fell to the ground
    and the ball rolled out."*

-   *"It's effective where the kid gets hit, but there's too much going
    on afterward, it takes away from it."*

-   *"Go to a silent screen after the kid gets hit."*

-   *"The policeman takes you back to third grade."*

-   *"You should see a body bag in the background."*

[Pedestrian TV PSA2:]{.underline}

**Concept 6: Rushing to the Game - Grandpa**

**Issue: Traffic Signals/Walk vs. Don't Walk**

We see a grandfather with his grandson about to cross a busy street. The
boy is wearing a little league uniform and carrying a baseball glove.
The signal says, "Walk," so the grandfather grabs the boy's hand, and
after looking left, right, and left again, they begin to cross the
street. While grandfather and son are still in the crosswalk, the signal
changes to flashing "Don't Walk." The grandfather looks confused and
then panics. Grabbing his grandson's hand tighter, he tries to turn
around and run back. The boy grabs his grandfather's arm and says, *"No,
grandpa. It's ok. I learned this in school"* and quickly convinces his
grandfather to keep going across the street.

Once safely on the other side, the boy says, *"We learned that when the
signal says 'Don't walk', you shouldn't start to cross the street. But
if you're already crossing, you should keep going until you're safely on
the other side."* The grandfather smiles and says: *"Thanks Ryan. Now I
know what to do when the signal says walk or don't walk. And I'll always
look left, right and left again before crossing the street."* Cut to the
U.S. Department of Transportation, Federal Highway Administration logo
while a narrator says: "*Every seven minutes a pedestrian is killed or
injured. Walk safely. Follow the signals and always look left, right,
and left again before you cross.*"

The group responded with the following statements:

-   *"Get rid of the statistics."*

-   *"That was humorous."*

-   *"It depends on the age of the kid and the old man. If it were a
    really old man it would make sense."*

-   *"Coming from another country, I think this could be helpful."*

-   *"I don't know if young children are going to understand what the ad
    is about."*

-   *"I think the ad is good."*

*\
*

[Pedestrian TV PSA3:]{.underline}

**Concept 7: Firefighter**

**Issue: Retro-reflective Materials**

We see firefighters on the scene of a fire, walking around in the dark.
Their clothing shines in the dark, because it has retro-reflective
materials on it. Some firefighters are also carrying a flashlight. One
firefighter stops and addresses the camera. He says: *"When you're a
firefighter, it's important to be seen in the dark.* *So firefighters
wear retro-reflective materials on their clothing*." Cut to the
firefighter in the station house. He is now wearing casual clothing,
including several retro-reflective items, such as a t-shirt with
retro-reflective stripe, jacket, and running shoes. He picks up some
personal items and a flashlight, and heads out the door. It\'s nighttime
and dark out. He says: "*When I'm walking at night, I still wear
retro-reflective clothing* (gestures towards his clothes) *and carry a
flashlight* *because I know cars can see you from farther away and they
can see you better than if you're wearing white. This shiny stuff saves
lives and it could save yours."* As we see him walk away into the dark,
we hear a narrator say, "*Every seven minutes a pedestrian is killed or
injured. Walk safely and make sure you can be seen in the dark.*" While
the narrator is talking, the firefighter get further and further away.
We see a car go past him and we can see that from the car's perspective,
the firefighter is visible from blocks away. Cut to the U.S. Department
of Transportation, Federal Highway Administration logo.

The group had the following responses:

-   *Laughter from group. " That's funny."*

-   *"I think reflective instead of retro-reflective."*

-   *"The stuff they use for signs?"*

-   *"I think it would be more effective if you saw someone who wasn't
    wearing the stuff and you could compare."*

-   *"I think everybody's had that experience."*

-   *"I see a lot of people wearing that stuff jogging."*

-   *"I don't like the firefighter, because it needs to be more of an
    average person. I don't have anything in my closet that looks like a
    firefighter's uniform."*

-   *"I think the firefighter works for kids."*

-   *"Have joggers one wearing it and one not and the car swerves and
    barely sees the one without the reflective stuff."*

-   *"The focus should be on staying on the sidewalk."*

**[Print PSAs]{.underline}**

# Pedestrian Print PSA1: Dad & Son

PSA depicts father and son walking on a beach. The father is carrying a
baseball. The son is entirely shaded and outlined. Bold text: \"I saw
the signal change, but I thought we had enough time to make it across...
I was wrong. Obey the Traffic Signals. Don\'t take chances with your
life.\" Smaller text: \"Walking can be safe. Just make sure you follow
the signals. When the signal says Don\'t Walk, you should not enter the
crosswalk. But, if you are already crossing, keep going until you are
safely across the street. When the signal says Walk, look both ways and
then cross the street quickly, and safely. Every seven minutes a
pedestrian is killed or injured. Walk safely. Follow the signals and
always look left, right, and left again before you cross. It could save
your life.\"

Participants had the following feedback for this concept:

-   *"That's better."*

-   *"I think it's straight to the point. I like that one."*

-   *"Are we saying that both of the people trying to go through the
    signal. Maybe it should be don't take chances with your lives."*

-   *"The kid got killed -- don't take chances."*

-   *"I think the kid not being there says it all."*

-   *"I think it is clear that the kid is dead."*

# Pedestrian Print PSA2: Boy in Wheelchair

PSA depicts boy in wheelchair, looking pensive. Bold text: \"Dad thought
we could make it across. Obey the Traffic Signals. Don\'t take chances
with your life.\" Smaller text: \"Most drivers are watching out for
pedestrians, but sometimes traffic and other obstacles make it difficult
to see people in the crosswalk. So don\'t take chances. Walk safely.
Wait for the signal to say Walk, and always look left, right, and left
again before you cross the street.\"

Participants responded to this concept as follows:

-   *"I like it. It is straight to the point and explicit."*

-   *"It puts a lot of weight on the adult."*

-   *"I think it is clear."*

-   *"It's not that scary, it wouldn't scare me away from walking."*

-   *"I spent three months in a wheelchair after getting hit."*

-   *"I'd be watching a lot closer if I had been hit, but seeing the
    picture doesn't make me afraid to walk."*

# Pedestrian Print PSA3: Woman with Reflective Material

PSA depicts a young female pedestrian in a long coat with
retroreflective trim. She is in an urban setting, with what appears to
be a bridge railing behind her and a city skyline in the distance. Bold
text: \"Make yourself visible. Reflective items can save your life.\"
Smaller text: When you\'re out at night, be safe. Wearing white helps,
but wearing reflective clothing items and carrying a flashlight will
make you much more visible. Every seven minutes a pedestrian is killed
or injured. Walk safely. Make sure cars can see you in the dark.\"

Participants responded the this concept with the following remarks:

-   *"Reflective items" is better than retro-reflective."*

-   *"Having the comparison of someone wearing it and not wearing it
    would be a better comparison."*

-   *"Make it look like a pair of headlights shining on her."*

-   *"I think that ties in to a lot of what you see in magazines."*

-   *"That would catch someone's eye."*

-   *"It makes it look cool."*

# Pedestrian Print PSA4: Firefighter

PSA depicts a male firefighter wearing his gear looking into the camera.
In a smaller inset box on the right, a mother and child are walking
holding hands and are wearing retroreflective items. Bold text: \"Out at
night? This shiny stuff could save your life. Make yourself visible. Be
safe. Be smart. Be seen.\" Smaller text: \"When you\'re a firefighter,
it\'s important to be seen in the dark. So firefighters wear
retroreflective materials on their clothing. When you\'re out at night,
be safe. Wearing white helps, but wearing retroreflective clothing items
and carrying a flashlight will make you much more visible. Every seven
minutes a pedestrian is killed or injured. Walk safely. Make sure cars
can see you in the dark.\"

Participants offered the following feedback to this concept:

-   *"I don't like the little picture. It takes away from the rest of
    it."*

-   *"Get rid of the little picture."*

-   *"I like the 'Be safe. Be smart. Be seen.'"*

-   *"I like the layman's terms 'this shiny stuff.'"*

-   *"I like the shiny stuff better than 'reflective items.'"*

-   *"I would call it that 'shiny stuff.'"*

# Pedestrian Print PSA5: Tragedy

PSA depicts a policeman facing the camera. Behind the officer and to the
right we see two EMTs working on a victim and a crumpled car behind
them. Bold text: \"This tragedy didn\'t have to happen. Obey the Traffic
Signals. Don\'t take chances with your life.\" Smaller text: \"Traffic
signals and pedestrian warning signs let drivers know what to expect.
Please, wait for the signal to say Walk, before you cross the street.
Walk safely. Follow the signals and always look left, right, and left
again before you cross. It could save your life.

Participants responded to this concept by sharing the following
thoughts:

-   *"I don't think that necessarily has to be there. It might make more
    sense to make it close to the same size text."*

-   *"Get rid of the cop, he doesn't need to be there."*

-   *"I get that he's saying 'this tragedy didn't have to happen.'"*

-   *"It seems to me that the person in the crash is the focus. The
    picture is too blurry."*

-   *"Have the officer as part of the scene."*

# Pedestrian Print PSA6: Traffic Signals

PSA depicts the \"Walk\" and \"Don\'t Walk\" signs in inset boxes, with
text on the right. Bold text: Obey the Traffic Signals. Don\'t take
chances with your life.\" Smaller text: \"Walking can be safe. Just make
sure you follow the signals. When the signal says Don\'t Walk, you
should not enter the crosswalk. But, if you are already crossing, keep
going until you are safely across the street. When the signal says Walk,
look both ways and then cross the street quickly, and safely. Every
seven minutes a pedestrian is killed or injured. Walk safely. Follow the
signals and always look left, right and left again before you cross.\"

Participants offered the following feedback to this concept:

-   *"I think the small type is fine, it doesn't detract from the rest
    of the ad."*

-   *"What about pedestrians who are talking going across the street and
    aren't paying attention. That happens too."*

-   *"You start talking and just keep walking."*

A concept was offered verbally for the participants to consider that
they appeared to like: We see the driver's perspective looking through
the windshield, not showing the driver\'s face. We hear music or a news
report. The driver is looking in the rearview mirror, adjusting the
music and the temperature, looking around. The driver looks up to see
pedestrians in his/her path and sees the look of fear and horror on the
pedestrian\'s faces. We hear the driver and the pedestrians shout. The
driver screeches to a stop just short of the pedestrians. We see the
shaken pedestrians then continue across the road and we hear only the
rapid heartbeat and heavy breathing of the driver, dropping slightly as
we close the spot with campaign verbage on the screen.

Federal Highway Administration

Pedestrian Safety Countermeasures Education

**LISBOA, Inc. Focus Group Quantitative Summary**

**Drivers & Pedestrians -- Washington, DC**

**4/29/02**

Two focus groups were held in Chevy Chase, MD with Metropolitan
Washington, DC pedestrians and drivers. The purpose of these groups was
to determine what sorts of public education messages would capture their
interest and attention. The ultimate goal of this campaign, sponsored by
the Federal Highway Administration (U.S. Department of Transportation),
is to develop a public education campaign that will educate both
pedestrians and drivers about existing engineering countermeasures
designed to protect pedestrians. The first group consisted of nine 26 to
59 year old male and female pedestrians who had been exposed to traffic
situations more than once during the past week. The second group
consisted of ten 18 to 25 year old male and female drivers who had
driven more than fifty miles within the past week.

After a warm up exercise the focus group participants were informed of
the purpose of the research and the goal of the campaign. As part of the
focus group discussion, the concepts developed for the pedestrian safety
were presented to each of the focus group participants. The participants
were instructed to record their initial impressions of the concepts on
rating forms that had been provided to them. The rating scale was 1 to 5
with 5 representing "great," 4 signifying a rating of "very good," 3
indicated the concept was "OK," 2 categorized the idea as "needs work,"
and finally 1 was an "ineffective" rating. After the participants
completed their quantitative assessment, the concepts, ideas, designs,
slogans, and themes were discussed by the groups.

While the sample size is too small to assess statistical significance
with any confidence, these ratings do provide additional information for
assessing the participants' reactions to the television, radio, and
print concepts. Below is a summary of the groups' ratings.

## Overall, the ratings reflect the groups' positive evaluations of the driver concepts. 

## Driver Concepts Descriptive Statistics

+---------------------------------+--------------+--------------------+
| # Concept                       | **N**        | **Mean**           |
+---------------------------------+--------------+--------------------+
| Driver TV Concept 1             | 19           | 3.2632             |
+---------------------------------+--------------+--------------------+
| Driver TV Concept 2             | 19           | 3.0526             |
+---------------------------------+--------------+--------------------+
| Driver Radio Concept 1          | 19           | 3.0526             |
+---------------------------------+--------------+--------------------+
| Driver Radio Concept 2          | 11           | 3.7273             |
+---------------------------------+--------------+--------------------+
| Driver Radio Concept 3          | 10           | 2.7000             |
+---------------------------------+--------------+--------------------+
| Driver Radio Concept 4          | 10           | 2.6000             |
+---------------------------------+--------------+--------------------+
| Driver Print Concept 1          | 10           | 2.8000             |
+---------------------------------+--------------+--------------------+
| Driver Print Concept 2          | 10           | 3.1000             |
+---------------------------------+--------------+--------------------+
| Driver Print Concept 3          | 10           | 4.0000             |
+---------------------------------+--------------+--------------------+
| Driver Print Concept 4          | 10           | 3.3000             |
+---------------------------------+--------------+--------------------+
| Driver Print Concept 5          | 10           | 2.7000             |
+---------------------------------+--------------+--------------------+
| Driver Print Concept 6          | 9            | 4.2222             |
+---------------------------------+--------------+--------------------+

Both the driver and pedestrian focus group participants rated the two
driver television PSA concepts and the driver radio concept 1. However,
the pedestrian group did not have enough time to rate the driver radio
concepts 2-4 or the print concepts, so those ratings represent the
driver group only.

Of the three driver concepts that were evaluated by both groups, there
is almost no difference in their ratings.

+---------------------+---------+-----------+---------+--------------+
|                     | **      | **N**     | *       | **Std.**     |
|                     | GROUP** |           | *Mean** |              |
|                     |         |           |         | *            |
|                     |         |           |         | *Deviation** |
+---------------------+---------+-----------+---------+--------------+
| Driver TV Concept 1 | Ped     | 9         | 3.2222  | .8333        |
|                     | estrian |           |         |              |
+---------------------+---------+-----------+---------+--------------+
|                     | Driver  | 10        | 3.3000  | .4830        |
+---------------------+---------+-----------+---------+--------------+
| Driver TV Concept 2 | Ped     | 9         | 3.0000  | .8660        |
|                     | estrian |           |         |              |
+---------------------+---------+-----------+---------+--------------+
|                     | Driver  | 10        | 3.1000  | .8756        |
+---------------------+---------+-----------+---------+--------------+
| Driver Radio        | Ped     | 9         | 3.0000  | 1.0000       |
| Concept 1           | estrian |           |         |              |
+---------------------+---------+-----------+---------+--------------+
|                     | Driver  | 10        | 3.1000  | .9944        |
+---------------------+---------+-----------+---------+--------------+

The pedestrian concepts were well received by the groups. Both the
driver and pedestrian focus group participants rated the pedestrian
television PSA concepts and the print concepts. However, the driver
group did not have enough time to rate the pedestrian radio concept so
that rating is for the pedestrian group only.

**Pedestrian Concepts Descriptive Statistics**

+---------------------------------+--------------+--------------------+
| # Concept                       | N            | Mean               |
+---------------------------------+--------------+--------------------+
| Pedestrian Radio Concept 1      | 9            | 3.3333             |
+---------------------------------+--------------+--------------------+
| Pedestrian TV Concept 1         | 19           | 3.0000             |
+---------------------------------+--------------+--------------------+
| Pedestrian TV Concept 2         | 19           | 2.9500             |
+---------------------------------+--------------+--------------------+
| Pedestrian TV Concept 3         | 19           | 2.8000             |
+---------------------------------+--------------+--------------------+
| Pedestrian Print Concept 1      | 19           | 4.0000             |
+---------------------------------+--------------+--------------------+
| Pedestrian Print Concept 2      | 19           | 4.0500             |
+---------------------------------+--------------+--------------------+
| Pedestrian Print Concept 3      | 19           | 2.6500             |
+---------------------------------+--------------+--------------------+
| Pedestrian Print Concept 4      | 19           | 3.4000             |
+---------------------------------+--------------+--------------------+
| Pedestrian Print Concept 5      | 19           | 3.2500             |
+---------------------------------+--------------+--------------------+
| Pedestrian Print Concept 6      | 16           | 3.0625             |
+---------------------------------+--------------+--------------------+

Overall, the pedestrian concepts were rated highly. Below is a table
that summarizes a comparison of the ratings for the pedestrian and
driver groups on the pedestrian concepts. Interestingly, the pedestrians
rated the TV concepts at least 1 full point higher, on average, than the
drivers did. Conversely, the drivers rated five of the six pedestrian
print concepts higher than the pedestrians did.

**Comparison of Pedestrian and Driver Group Ratings of Pedestrian
Concepts**

+---------------------+---------+-----------+---------+--------------+
|                     | **      | **N**     | *       | **Std.**     |
|                     | GROUP** |           | *Mean** |              |
|                     |         |           |         | *            |
|                     |         |           |         | *Deviation** |
+---------------------+---------+-----------+---------+--------------+
| Pedestrian TV       | Ped     | 9         | 3.7778  | 1.0929       |
| Concept 1           | estrian |           |         |              |
+---------------------+---------+-----------+---------+--------------+
|                     | Driver  | 11        | 2.3636  | .8090        |
+---------------------+---------+-----------+---------+--------------+
| Pedestrian TV       | Ped     | 9         | 3.6667  | 1.1180       |
| Concept 2           | estrian |           |         |              |
+---------------------+---------+-----------+---------+--------------+
|                     | Driver  | 11        | 2.3636  | 1.2863       |
+---------------------+---------+-----------+---------+--------------+
| Pedestrian TV       | Ped     | 9         | 3.5556  | 1.1304       |
| Concept 3           | estrian |           |         |              |
+---------------------+---------+-----------+---------+--------------+
|                     | Driver  | 11        | 2.1818  | .6030        |
+---------------------+---------+-----------+---------+--------------+
| Pedestrian Print    | Ped     | 9         | 3.3333  | 1.2247       |
| Concept 1           | estrian |           |         |              |
+---------------------+---------+-----------+---------+--------------+
|                     | Driver  | 11        | 4.5455  | .5222        |
+---------------------+---------+-----------+---------+--------------+
| Pedestrian Print    | Ped     | 9         | 3.5556  | 1.4240       |
| Concept 2           | estrian |           |         |              |
+---------------------+---------+-----------+---------+--------------+
|                     | Driver  | 11        | 4.4545  | .6876        |
+---------------------+---------+-----------+---------+--------------+
| Pedestrian Print    | Ped     | 9         | 2.1111  | .7817        |
| Concept 3           | estrian |           |         |              |
+---------------------+---------+-----------+---------+--------------+
|                     | Driver  | 11        | 3.0909  | .7006        |
+---------------------+---------+-----------+---------+--------------+
| Pedestrian Print    | Ped     | 9         | 3.5556  | .8819        |
| Concept 4           | estrian |           |         |              |
+---------------------+---------+-----------+---------+--------------+
|                     | Driver  | 11        | 3.2727  | .4671        |
+---------------------+---------+-----------+---------+--------------+
| Pedestrian Print    | Ped     | 9         | 3.2222  | .8333        |
| Concept 5           | estrian |           |         |              |
+---------------------+---------+-----------+---------+--------------+
|                     | Driver  | 11        | 3.2727  | 1.1037       |
+---------------------+---------+-----------+---------+--------------+
| Pedestrian Print    | Ped     | 8         | 2.7500  | 1.1650       |
| Concept 6           | estrian |           |         |              |
+---------------------+---------+-----------+---------+--------------+
|                     | Driver  | 8         | 3.3750  | .9161        |
+---------------------+---------+-----------+---------+--------------+

LISBOA, Inc.

# Monday, April 29, 2002

**6:00pm --** *Pedestrians*

  ---------------------------------------------------------------------------------------
  **Gender**   **Age**   **Ethnicity**   **Walking        **Children   **Occupation**
                                         Occasions**      under age    
                                                          10**         
  ------------ --------- --------------- ---------------- ------------ ------------------
  Female       46        Caucasian       Recreation,      No           Teacher
                                         Errands                       

  Female       35        African         Everywhere;      No           Administrative
                         American        doesn't have a                Assistant
                                         car                           

  Female       59        African         Recreation       No           Manager,
                         American                                      Non-Profit

  Male         37        African         Everywhere;      No           Video Technician
                         American        doesn't have a                
                                         car                           

  Male         28        Asian           Recreation,      No           Waiter
                                         shopping                      

  Female       31        Asian           Recreation, work No           Owner of Vending
                                                                       Business

  Female       38        African         Recreation       No           Computer
                         American                                      Technician

  Female       26        African         Everywhere since Yes          Freelance
                         American        car was stolen                Paralegal

  Male         37        Hispanic        Work, when       Yes          Real Estate Agent
                                         taking the bus                & Respiratory
                                                                       Therapist
  ---------------------------------------------------------------------------------------

LISBOA, Inc.

# Monday, April 29, 2002

**8:00pm --** *Drivers*

  ----------------------------------------------------------------------------------------------------
  **Gender**   **Age**   **Ethnicity**   **Miles     **Primary          **Driving     **Occupation**
                                         Driven in   Transportation**   Occasions**   
                                         past Week**                                  
  ------------ --------- --------------- ----------- ------------------ ------------- ----------------
  Male         21        Hispanic        50          Yes                School;       Student
                                                                        everywhere    

  Female       25        Caucasian       250         No                 Work & where  Pastry Chef
                                                                        there isn't a 
                                                                        Metro         

  Female       24        African         50-55       Yes                Work,         Business Analyst
                         American                                       Recreation,   
                                                                        Church        

  Male         19        African         200+        Yes                School, Work  Information
                         American                                                     Specialist

  Female       25        Caucasian       70+         Yes                Everywhere    Administrative
                                                                        except work   Assistant

  Male         24        African         65-70       Yes                Work, Gym     A/V Technician
                         American                                                     

  Male         20        Caucasian       800         Yes                Work          Landscaping

  Male         20        Caucasian       100+        No                 Shopping, to  Client Services
                                                                        see friends,  Manager
                                                                        etc.          

  Male         18        Caucasian       55          Yes                School, work, Student
                                                                        golf course   

  Male         24        African         100         Yes                Work, social  Office Manager
                         American                                       activities,   
                                                                        errands       
  ----------------------------------------------------------------------------------------------------

# DRAFT RESPONDENT SCREENER FOR

# NATIONAL PEDESTRIAN SAFETY

# ENGINEERING OUTREACH CAMPAIGN

DRIVER GROUP II - DC

**Note to Recruiter:** Recruit twelve for a show of 8-10 participants
for each group.

I am calling for LISBOA, Inc., a Washington D.C. communications firm
that is developing a new campaign to improve traffic safety. We are
recruiting participants for focus groups that will meet at Low
Associates to discuss your thoughts and feelings about traffic safety
and review some messages about driving. This group, which is scheduled
on April 29, 2002 at 8pm, will last for approximately 2 hours. Each
participant will receive \$80.00 for his/her time. Would you be
interested in participating? (If yes; continue - if no; thank and
terminate). I need to ask you some questions to determine if you qualify
to participate in the group.

1\. Age

-   18-25, continue

-   Other, thank & terminate

2\. Gender

-   Male at least 5 per group, continue

-   Female at least 3 per group, continue

3\. Ethnicity

-   Asian/Pacific Islander at least 2 per group, continue

-   Hispanic, at least 2 per group, continue

-   Other at least 4 per group, continue

4\. Do you have a valid driver's license?

-   If yes, continue

-   If no, thank & terminate

5\. Approximately how many miles have you driven in the past week?

(**Note to Recruiter**: if more than 50 miles per week, please record
number of miles)

-   More than 50 miles per week, continue \_\_\_\_\_\_\_\_\_\_ miles

-   Less than 50 miles per week, thank & terminate

6\. How many days per week do you drive a car?

-   4 days or more per week, continue

-   Fewer than 4 days per week, thank & terminate

7\. Is driving your primary means of transportation?

-   Yes, include at least 5 per group

-   No, continue

8\. Do you work outside of the home?

-   Yes, What is your occupation?
    \_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_,
    continue

-   No, continue

9\. On what occasions do you drive? (**Note to Recruiter**: Record up to
3 answers)

\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_

\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_

\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_

10\. Are you, or any family member, employed with the Department of
Transportation, the State DMV, or a law enforcement agency?

-   No; continue

-   Yes; thank and terminate

11\. Are you, or any family member, employed with a marketing, public
relations, or market research company?

-   No; continue

-   Yes; thank and terminate

12\. Have you participated in a focus group research study during the
past 6 months?

-   No; continue

-   Yes; thank and terminate

> Name:
> \_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_
>
> Address:
> \_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_
>
> \_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_
>
> Telephone: \_\_\_\_\_\_\_\_\_\_\_ (Home) \_\_\_\_\_\_\_\_\_\_\_\_\_\_
> (Work)
>
> Assigned to Group
> \_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_

# DRAFT RESPONDENT SCREENER FOR

# NATIONAL PEDESTRIAN SAFETY

# ENGINEERING OUTREACH CAMPAIGN

DRIVER GROUP II - DC

**Note to Recruiter:** Recruit twelve for a show of 8-10 participants
for each group.

I am calling for LISBOA, Inc., a Washington D.C. communications firm
that is developing a new campaign to improve traffic safety. We are
recruiting participants for focus groups that will meet at Low
Associates to discuss your thoughts and feelings about traffic safety
and review some messages about driving. This group, which is scheduled
on April 29, 2002 at 8pm, will last for approximately 2 hours. Each
participant will receive \$80.00 for his/her time. Would you be
interested in participating? (If yes; continue - if no; thank and
terminate). I need to ask you some questions to determine if you qualify
to participate in the group.

1\. Age

-   18-25, continue

-   Other, thank & terminate

2\. Gender

-   Male at least 5 per group, continue

-   Female at least 3 per group, continue

3\. Ethnicity

-   Asian/Pacific Islander at least 2 per group, continue

-   Hispanic, at least 2 per group, continue

-   Other at least 4 per group, continue

4\. Do you have a valid driver's license?

-   If yes, continue

-   If no, thank & terminate

5\. Approximately how many miles have you driven in the past week?

(**Note to Recruiter**: if more than 50 miles per week, please record
number of miles)

-   More than 50 miles per week, continue \_\_\_\_\_\_\_\_\_\_ miles

-   Less than 50 miles per week, thank & terminate

6\. How many days per week do you drive a car?

-   4 days or more per week, continue

-   Fewer than 4 days per week, thank & terminate

7\. Is driving your primary means of transportation?

-   Yes, include at least 5 per group

-   No, continue

8\. Do you work outside of the home?

-   Yes, What is your occupation?
    \_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_,
    continue

-   No, continue

9\. On what occasions do you drive? (**Note to Recruiter**: Record up to
3 answers)

\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_

\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_

\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_

10\. Are you, or any family member, employed with the Department of
Transportation, the State DMV, or a law enforcement agency?

-   No; continue

-   Yes; thank and terminate

11\. Are you, or any family member, employed with a marketing, public
relations, or market research company?

-   No; continue

-   Yes; thank and terminate

12\. Have you participated in a focus group research study during the
past 6 months?

-   No; continue

-   Yes; thank and terminate

> Name:
> \_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_
>
> Address:
> \_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_
>
> \_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_
>
> Telephone: \_\_\_\_\_\_\_\_\_\_\_ (Home) \_\_\_\_\_\_\_\_\_\_\_\_\_\_
> (Work)
>
> Assigned to Group
> \_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_