National Pedestrian Safety Engineering

Outreach Campaign

Technical Working Group II

### Qualitative Research Session

LISBOA, Inc.

# March 26, 2002

##### Introduction

The National Pedestrian Safety Engineering Outreach Campaign Technical
Working Group II (TWG2) was composed of engineering and traffic safety
experts from around the United States. This was the second meeting for
the group, there were a few new members, but most of the participants
were familiar with the project and arrived ready to work. The group met
at Holiday Inn Capital in Washington, DC. All of the TWG members
participated in the opening session, which began with introductions and
statements of professional affiliation.

## Session I: 8:30AM

During Session I, the group members introduced themselves. A personal
statement made by Peter Moe of the National Center for Biking and
Walking drew particular attention to a recent pedestrian fatality, and
he emphasized the importance of TWG 2\'s work by offering that \"we've
lost the human quality to our downtowns and communities."

Review TWG1: Dr. Megan Sheehan reviewed the findings and recommendations
from TWG1 for the group. Including:

-   LISBOA has incorporated important TWG1 recommendations by:

    -   Targeting drivers more than pedestrians

    -   Avoiding PSAs that are too frightening

    -   Targeting important audiences

    -   and testing TWG1\'s potential campaign slogans.

-   Two focus groups were added to the research plan as a result of TWG1
    recommendations.

-   The first target audience was selected to include pedestrians -
    working age adults ages 21-65, thus reaching children, elderly as
    they get older, etc.

-   The second target audience was selected to include drivers -- ages
    18-25.

Next, Dr. Megan Sheehan and Ms. Juanita Panlener described the key
findings from the 4 focus groups with drivers and pedestrians, which
were conducted in December 2001, in Washington, D.C. and Los Angeles,
CA.

-   All of the pedestrians that LISBOA spoke with were concerned about
    being hit by a vehicle. They report this fear even though they were
    following the rules and doing everything that they were supposed to.

-   The young male drivers, and other groups, found children's images
    and voices to be very effective and memorable.

-   The groups reported being somewhat familiar with retro-reflective
    wear on exercise clothes, but reported that they would be unlikely
    to wear or think of wearing it when they are commuting.

-   The groups reported emotional impact in an advertisement is
    effective. Explicit imagery is not necessary.

-   Close calls or actually being hit by a car are a "ubiquitous
    experience"---people in the groups could relate to it personally.

-   LISBOA's contract outlines 4 each of TV spots (2 x :15, 2 x :30),
    cinema spots (may be same concepts), posters, brochures, and 10
    print PSAs. There was a discussion of the Contract Deliverables.

-   Several TWG group members offered their experiences with PSAs.

-   The focus groups preferred "Every seven minutes a pedestrian is
    killed or injured." The respondents found it an effective statistic.

-   The goal of behavioral change versus education was discussed.
    LISBOA's goal is to promote education, to get viewers thinking about
    their behavior. Awareness leads to/builds behavioral change.

Ms. Geri Reinhart-Tse outlined the development of the PSA Concepts for
the campaign.

-   There were Four Key issues to be addressed in the campaign:

1)  Drivers yielding to pedestrians at turns

2)  Drivers yielding to pedestrians at marked crosswalks and
    unsignalized intersections (or mid-block crossings)

3)  Pedestrians understanding walk vs. don't walk signs.

4)  Encouraging pedestrians to wear retro-reflective clothing.

-   LISBOA was also informed that the focus must be on engineering
    safety countermeasures.

[Original Driver Concepts:]{.underline}

1)  **Photo Album**

> We see a woman sitting in a chair; the rest of the room is black. She
> is looking toward the camera as she tells her story about a car crash
> in which she killed a young child. She is obviously still emotional
> and shaken by the incident. While she is talking we see blurry images
> of a car turning into a crosswalk (this could be a mid-block crosswalk
> or intersection crosswalk), a mother is pushing a stroller. The image
> freezes on teddy bear flying in mid air from impact. The woman says
> something like, "I don't drink, I don't do drugs, and I wasn\'t
> speeding. I was just turning at an intersection. I looked to see if
> any cars were coming..." Then we see a Hispanic woman, sitting on a
> couch in a very modest living room. She is flipping through a photo
> album, tears streaming down her face. We see pictures of a newborn
> baby, baby's first birthday, out for a walk in the stroller, playing
> baseball with Dad, etc., while we hear the first woman continue, "I
> was in a hurry and I wasn't *really* paying attention, so I didn't see
> them in the crosswalk. I never thought something like this could
> happen to me." Cut to a shot of the two women standing together. Each
> deliver part of the tagline. The idea is that they have teamed up
> together to make an emotional appeal to the TV audience. The women say
> something like: *"Please, stay alert*. *You never know who you might
> run into*." (Or: *And* s*tay alert*. *Think of the impact you can
> make*.) End with music and show U.S. Department of Transportation,
> Federal Highway Administration logo.

2)  **The Baseball Game**

We see the same boy and his father leaving a Little League baseball
game. They are excited because the boy hit a home run that day. We see
them walking toward a different intersection than before. This time, the
intersection has a light and traffic from all four directions. We see
traffic heading toward the intersection. Cut to a shot from a driver's
perspective, looking through the windshield, as he/she is heading toward
the intersection. The light is red, so the driver stops. Cut to the
father and son at the crosswalk, waiting for the signal to say, "Walk."
Cut back to the driver's perspective again. The camera shows that the
driver is looking forward, waiting for a gap in the oncoming traffic; we
can also see the father and son waiting to cross. The light turns green
and the driver begins to make a left turn. Cut back to father and son,
where we see the flashing "walk" signal. Father and son look left,
right, and left again, and begin crossing the street. Cut back to the
perspective of the driver who is turning left. We hear the sound of
screeching tires and we see a look of horror on the father and son's
face. The camera freezes and the narrator says something like, "Every 7
minutes a pedestrian is killed or injured in a traffic accident. Make
sure you yield to pedestrians. *And* s*tay alert*. (Show warning sign
for pedestrians crossing.) *You never know who you might run into.* (Or:
*And* s*tay alert*. *Think of the impact you can make*.) End with music
and show U.S. Department of Transportation, Federal Highway
Administration logo.

Note: There was a discussion over using the term "crash" or "accident"
This issue was addressed later and the TWG suggested using "hit by a
car."

3)  **Rushing To Work**\--\
    A mother is helping her child get ready for school. She is very
    meticulously checking/handing him his lunch, making sure he has his
    homework, is dressed properly, etc. The boy walks out the door. Cut
    to the woman heading to work, getting in her car. She is obviously
    in a hurry, not really paying attention. We see her make a left turn
    at a green signal without looking for people in the crosswalk. When
    she makes the turn we see the frightened face of *her child* (who is
    walking in the crosswalk). We hear the sound of tires screeching and
    the camera freezes. The narrator says something like, "Every 7
    minutes a pedestrian is killed or injured in a traffic accident.
    *Stay alert*. (Show warning sign for pedestrians crossing.) *You
    never know who you might run into.* *The life you save could be your
    own child*." (Or: *And* s*tay alert*. *Think of the impact you can
    make*.) End with music and show U.S. Department of Transportation,
    Federal Highway Administration logo.

[Original Pedestrian Concepts:]{.underline}

4)  **Pied Piper**

A beautiful woman is walking down the street. We hear catchy, upbeat
music. She is walking/dancing to the music as she cruises down the
sidewalk. few people recognize her and start following her. Then a few
more people see her and start following too. By the time she gets to the
intersection, a small crowd is close behind, dancing to the music with
her. She arrives at an intersection and suddenly stops because the
signal says "Don't Walk." The lyrics of the music begin to emerge---we
hear short, catchy phrases that reinforce the crossing signal messages,
(something like: "Walk. Don't Walk. Wait for the next light. That's
right.") (Catchy phrases will be technically accurate and visuals that
correspond to the phrase will be appropriate.) Some people in the crowd
bump into her, and there is a domino affect. The signal then changes to
"walk." The woman puts out her arms to hold back the crowd while she
looks left, right, and left again, and then crosses the street. (Maybe
add Birdseye POV of people entering the crosswalk and keeping within the
crosswalk -- lyrics reinforcing the message to stay in crosswalk) Again,
the crowd follows her. Halfway across the street, the sign starts
flashing, "don't walk." We see a close up shot of the flashing red hand.
We see the beautiful girl glance at the flashing sign acknowledging the
sign but keeps on walking. (Lyrics will reinforce the message of what to
do once the crosswalk signal starts flashing) She continues across the
street confidently. Everyone follows. We see a shot of feet
dancing/walking in the crosswalk (not running or doing anything unsafe).
And we see everyone makes it across before the signal changes. As we see
them walk away, we hear a narrator say something like, "Every seven
minutes a pedestrian is killed or injured in a traffic accident. *Pay
attention to the pedestrian signals.* *It could save your life.* A
message brought to you by..." Continue with music and show U.S.
Department of Transportation, Federal Highway Administration logo.

Tagline: Stay Attentive at Crosswalks\
Points discussed: Leave part of group behind at Don't Walk flashing

5)  **Retro-reflective Pied Piper**---Importance and benefits of RR
    clothing

> The same beautiful woman is getting ready to go out for a jog. We see
> her primp in the mirror before leaving her house. Once outside, it is
> dark, but we can see her because her outfit has retro-reflective
> materials on it. We see her jogging down the street. She meets up with
> other joggers. They begin jogging together. Cut to a bird's eye view
> of the scene and we see a variety of joggers wearing different colors.
> Cut to a shot from a driver's perspective, looking through the
> windshield---from far away, we can see the woman in retro-reflective
> clothing, but cannot see the others as well or at all. As some of the
> joggers run toward the car, we see them when they run under a street
> lamp or as they get much closer to the car. But the whole time, we can
> see the woman in retro-reflective clothing. From the driver's
> perspective, we zoom into the retro-reflective woman as we hear the
> narrator say something like, "When you're walking or running at night,
> appearance *does matter*. Cars can see you from a lot farther away if
> you are wearing retro-reflective clothing. *So, go retro and get
> noticed."* End with music and show U.S. Department of Transportation,
> Federal Highway Administration logo. Tagline: When You're Walking or
> Running at Night, Appearance Does Matter---Go Retro and Get Noticed\
> Idea mentioned: Can we drop "Retro" from "Retro-reflective"

6)  **Invisible Woman**\
    A woman walks into her house with a bag from the pet store. She has
    bought the best of everything for her dog. She takes the items out
    one by one: dog food, dog treats, and a shiny new collar, leash and
    vest. She opens the package with the vest and we see
    "retro-reflective" on the packaging. Then she puts on a white
    runner's jacket and calls the dog. She puts the vest, collar and
    leash on him and walks out the door. Once outside, we see the woman
    and the dog going down the steps of the house and on to the
    sidewalk. (From this we can see the reflective material showing
    brightly on the dog). From here we change perspectives now to see
    the woman and her dog run towards the sidewalk and turning left onto
    the sidewalk (again showing off the reflective quality of the dog).
    From here the camera follows the path to the sidewalk and pivots
    around the woman and the dog once on the street. From here the
    camera moves backward with the woman and the dog in view but
    gradually getting small and far away even though they're jogging
    towards the camera. As the camera gets farther we see it's harder
    and harder to see the woman but we can see the dog via the retro
    reflective material. The camera keeps pulling back until it becomes
    obvious that you're looking at the woman and her dog from the
    interior of a car through the windshield. It should become obvious
    as well that it's very difficult to see the woman but easy to see
    the dog. The moment car interior comes into view we hear the
    narrator say something like, "When you're walking or running at
    night, appearance *does matter*. Cars can see you from a lot farther
    away if you are wearing retro-reflective clothing. *Go retro and get
    noticed."* End with music and show U.S. Department of
    Transportation, Federal Highway Administration logo.

7)  **Retro-reflective Play-by-play**

> Commentator -- Pre-game chit chat style dialog. Here we're introduced
> to each of the different joggers each one getting ready to go out for
> a jog. Each jogger obviously concerned about safety and being seen out
> in the street at night.
>
> Jogger 1 -- decidedly chooses white clothing (jersey) as his main
> outfit for being seen. Commentators quickly offer comments -- citing
> maybe why they think the jogger chose this and how they think it will
> perform on the road
>
> Jogger 2 -- the same as jogger 1 except with different clothes
> (fluorescent). Again, more commentary from the commentators.
>
> Jogger 3 -- Putting on retro reflective clothing. Commentators
> obviously excited about this... cites all the benefits of using retro
> reflective, why they think this will be a clear choice to be winner.
>
> All three joggers come running out of the house and as we see them
> start jogging down the street we cut to the interior of an oncoming
> vehicle some distance away from the joggers which are approaching.
> From here we see that the retro reflective jogger is the clear winner
> in being able to be seen from a distance. The commentators excited
> about a no contest winner go on to say: "Jogger number one thought she
> had it right, but the truth is, wearing white doesn't help very much
> at night. Jogger number two had a good idea, but fluorescent colors
> can really only be seen during the day, and the reflective
> strips---well, unless a car's headlights are shining right at them,
> they're not very effective either. Now, jogger number three hit the
> nail on the head. She's wearing ***retro-reflective strips*** and
> those puppies can be seen by drivers much farther away than any other
> material.\" Then the narrator says something like, "When you're
> walking or running at night, appearance *does matter*. *Go retro and
> get noticed."* End with music and show U.S. Department of
> Transportation, Federal Highway Administration logo.

8)  **Jogging Partners**

> Two women are getting ready to jog together. Woman number one puts on
> a runner's jacket and running shoes with retro-reflective materials.
> Woman number two is dressed in white. Cut to the women outside
> jogging. It is dark and we can see woman number one because she is
> wearing retro-reflective clothing. The other woman has disappeared in
> the dark. Cut to a shot of a car heading toward the women. Cut to the
> driver's perspective, looking out the windshield. We can see retro
> reflective woman in the distance. The car gets closer to the women and
> slows down. The driver calls out to retro reflective woman, "Hi honey.
> I saw you from 3 blocks away!" Then he sees the other woman and says
> something like, "Oh, hi Nancy. Didn't see you there! Well, have fun."
> Driver pulls away. As the two women jog out of frame, we hear the
> narrator say something like, "When you're walking or running at night,
> appearance *does matter*. Cars can see you from a lot farther away if
> you are wearing retro-reflective clothing. *Go retro and get
> noticed."* End with music and show U.S. Department of Transportation,
> Federal Highway Administration logo.

**[10:15 Session 2]{.underline}**

Dr. Sheehan and Ms. Panlener outlined the key findings and
recommendations from the February 2002 driver and pedestrian focus
groups.

-   All of the pedestrians were concerned about being hit by a car. Not
    one pedestrian dismissed the fear.

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-   The pedestrians said that they did not think drivers were paying
    attention to pedestrians.

-   The pedestrians stated that they follow all of the rules, but later
    rescinded and admitted to occasional rule breaking, such as crossing
    mid-block or not waiting until the walk signal, however, they still
    think they are behaving safely.

-   Some pedestrians expressed concern over not having enough time to
    cross at crosswalks especially in busy intersections.

-   The pedestrian participants had several suggestions for campaign
    slogans, including: *"Be a Traffic Survivor," "Drivers---Don't Trust
    Them," "Light up the Night---Wear Reflective Clothing,"* and *"Go
    With the Glow."*

#### Pedestrian Concept Feedback

-   **Pied Piper** - the focus groups felt that this concept may be too
    lighthearted, and that it did not fit with the seriousness of the
    problem. Frank Julian described getting similar feedback; in his
    campaign they went with more "gray, depressing" theme, but married
    that to another, lighter-hearted PSA. Later studies indicated that
    people remembered the lighter-hearted piece. (This was the spot with
    a car driving thru the office to demonstrate work zone safety).
    Valerie Edgar noted that visuals stick in the mind better than the
    audio messages. Stacy Vilas suggested using the Pied Piper concept
    with penguins that turn into people. Jennifer Gavin describes
    modifying the concept to a NYC model, with runway music, and perhaps
    using a designer to say, "2004 is the year of the Pedestrian."
    Another TWG participant offered the idea that people remember
    serious PSAs better, i.e. Crying Indian

-   **Invisible Woman**---the participants did not like the "Go Retro"
    tagline. The focus groups thought that this concept also needed more
    impact. The focus group indicated that they would not wear
    retro-reflective wear until it is \"cool.\" The TWG agreed that this
    is a major challenge, but would like to see cultural change on this
    issue, especially with average walkers, not just athletes, cyclists,
    etc. It was also noted that visibility must be worked in, not just
    retro---at least in print ads. Also, the TWG discussed the issue of
    availability: "Where do you buy retro-reflective clothing?"
    Cooperation with manufacturers would be ideal.

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-   **Retro-reflective Play-by-Play**---The focus groups liked idea of
    comparison of neon, white, and retro-reflective wear. They think
    retro-reflective materials makes a difference in visibility, but it
    is not something they would wear or could find in the marketplace.

#### Driver Concept Feedback

-   **The Baseball Game**\--The focus groups thought that the concept of
    the Dad and son leaving the baseball game was too predictable. They
    thought it could have had more impact if "you didn't see it coming."
    The TWG felt that the issue must be addressed that cars do not make
    drivers superior to pedestrians. Valerie Edgar brought up a
    commercial in which the "woman without a car picks up her kid at
    school" as an example of this mindset.

-   **Photo Album**--- The Photo Album concept received the most
    positive feedback from the focus groups. The groups suggested that
    we use different versions of the ad with overlapping voices,
    different types of drivers, etc. "This could happen to me" was
    reported to be an effective message with them. They also suggested
    that each PSA end with a child delivering the tagline. The TWG
    agreed that a child\'s voice is powerful. Deb Spicer asked whether
    these concepts would discourage pedestrians. Focus groups indicated
    that the PSA's would encourage people to be more conscientious. The
    "be alert when driving" message appealed to them, and the idea that
    you can change someone's life, or your own, was good. A suggested
    alternate ending for the spot was to have people/drivers in jail.
    Another suggested idea was portraying the driver being comforted by
    another person, feeling guilty for having made a grave mistake. The
    focus group respondents indicated that the campaign should make sure
    it is clear that the driver was not paying attention, although it
    should not necessarily blame the driver. Focus group members were
    confused as to pedestrian laws. Members of the TWG discussed the
    confusion regarding pedestrian laws and the differences between
    states. The TWG agreed that the point must be made that the driver
    is at fault when he/she does not yield to a pedestrian ("I just
    wasn't looking for a pedestrian" "I wasn't expecting to see a
    pedestrian" etc.) An IKEA commercial was mentioned because it
    presented the unexpected. The TWG wants to see a PSA that is not
    predictable. Stacy Vilas commented that she would like to see a PSA
    depicting a driver getting ticketed for not yielding to a
    pedestrian. Valerie Edgar described a study she did recently when
    not one driver yielded to policemen, to her or to any other
    pedestrians.

-   **Rushing to Work**---The focus group's response to this concept was
    good overall, but not enthusiastic. The group stated that it must be
    clear that the victim is the driver\'s own child.

-   **Jogging Partners**--- One TWG participant suggested that one of
    the joggers could be revealed as the driver\'s wife. Another TWG
    participant raised the point that Government research indicates
    retro-reflective clothing may not be enough, and that the spot could
    also feature battery-powered flashing lights.

#### Revised Concepts

Based on the feedback from the February focus group participants, LISBOA
revised the original themes and concepts. Ms. Geri Reinhart presented
the new ideas to the group.

-   The TWG was asked to keep the focus group research results in mind:
    the spots have to be simple and direct. The focus groups recommended
    using little setup of the setting, and suggested repeating the key
    message at the end. The participants recommended that the spots tell
    the audience exactly what they need to do and that they have strong
    emotional impact.

#### Revised Driver Concepts

1)  **Voices-Family Photos**

We see a 40-year-old man standing beside a busy street with a framed
photo of his young child. We hear him say something like, "I taught my
son the traffic safety rules. He always walked in the crosswalk, looked
both ways. As a driver, you should yield to pedestrians in the
crosswalk, but you didn't. He would have been nine this year." Then we
see an eight-year-old African American boy standing on a sidewalk at a
busy intersection holding a framed picture of his father. He looks sadly
into the camera as we hear his voice over muted traffic sounds. He says
something like, "My Dad was walking to work. We were supposed to go to a
baseball game that night. But you were in a hurry, and you didn\'t see
him when you turned the corner." Finally, we see a seventy-year-old
Hispanic woman standing alongside a busy street, holding a framed
picture of her daughter, her face somber. She says something like, "My
daughter always looked both ways before crossing the street. She was on
her way to a friend's house, just a few blocks away. But you weren't pay
weren't paying attention. The light changed and you looked for oncoming
traffic before you turned, but you weren't looking out for her." Cut to
shot of Pedestrian Warning sign while we hear a narrator say something
like: "Every 7 minutes a pedestrian is killed or injured in a traffic
accident. *Stay alert. You never know who you might run into*." End with
music and show U.S. Department of Transportation, Federal Highway
Administration logo.

2)  **Voices, Family Photos, Children**. "Think of the Impact You Could
    Make"

We see a 40-year-old man standing beside a busy street with a framed
photo of his young child. We hear him say something like, Johnny was
street smart but the driver was not -- he just did not yield to him in
the crosswalk. - Then we see an eight-year-old Hispanic boy standing on
a sidewalk at a busy intersection holding a framed picture of his
father. He looks sadly into the camera as we hear his voice over muted
traffic sounds. He says something like, "you drivers are always in a
hurry, didn\'t you see him crossing when you turned the corner -- who's
going to take care of me now?" Finally, we see a seventy-year-old
African American woman standing alongside a busy street, holding a
framed picture of her daughter, her face somber. She says something
like, "Karen was my hands and feet - The light changed and you looked
for oncoming traffic but you weren't looking out for her." Cut to shot
of the 3 persons saying "*Stay alert. Yield to pedestrians*." End with
music and show U.S. Department of Transportation, Federal Highway
Administration logo.

*Note: TWG participants asked whether this tagline works for
pedestrians.*

3)  **Mother and Child.** *"I Never Thought Something Like This Could
    Happen to Me."\
    *We see a mother with a five-year-old child about to enter a
    crosswalk. They have the "walk" signal. Holding the child's hand,
    the mother looks left, right and left again, then enters the
    crosswalk. Then, from a driver's perspective, we see the mother and
    child in the crosswalk. They get halfway across the street when we
    hear the sounds of tires screeching. Then, in slow motion, we see
    her perspective, looking at the car coming toward her. We hear the
    sounds of a crash and see the image of a teddy bear flying into the
    air. As soon as we see the terror on the mother's face, we hear a
    variety of voices, one-by-one saying things like: "I don't drink, I
    don't do drugs~~,~~ guess I just wasn't paying attention." We see
    the teddy bear land on the street; the voices continue, "I looked to
    see if any cars were coming... *I* *should have yielded to them in
    the crosswalk*." (We see visuals of a car about to turn, waiting for
    the traffic to pass.) 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 "Yield to Pedestrians" sign is
    clearly visible. We hear a child say: "Every 7 minutes a pedestrian
    is killed or injured in a traffic accident. *Stay alert. [Yield to
    pedestrians]{.underline}* " End with music and show U.S. Department
    of Transportation, Federal Highway Administration logo.

#### Revised Pedestrian Concepts

4)  **Voices, Rushing to the game, with Police Officer.**

We see a father and son walking down the street. The boy is wearing a
little league uniform and carrying a baseball bat. They are about to
reach an intersection. We see a car heading toward the same
intersection. The father and son reach the intersection just as the
signal changes from "Walk" to "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. When they are about halfway across the street, we
hear the sounds of tires screeching. They turn to see a car heading
toward him, a look of terror on their faces. Then, in slow motion, we
see the father and son's perspective, looking at the car coming toward
him. We hear the sounds of a crash and see the image of the boy's
baseball glove flying into the air. As it sails through the air, we hear
a variety of voices, one-by-one saying things like: "I always look left
and right before I cross the street. I'm a pretty cautious person. I saw
the signal change, but I thought I had enough time to make it across. I
cross at this intersection all the time. I always make it in time." Then
all the voices say together: "I never thought something like this could
happen to me." Cut to a shot of the crossing signal as it turns from
"Don't Walk" to "Walk". We hear a child say something like: "Every 7
minutes a pedestrian is killed or injured in a traffic accident. *Stay
alert and obey the traffic signals*. *Think of the impact you can
make."* End with music and show U.S. Department of Transportation,
Federal Highway Administration logo.

Or, open on the father and son rushing across the street---Don't Walk is
clearly visible. There's the crash and the baseball glove in the air.
Then cut to a police officer who explains what each of the signals mean.
While the police officer is talking, we see visuals of people crossing
at the crosswalk and obeying the signals.

> Variation on above, where child explains rules to Dad. Same tagline.

5)  **Firefighter**

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. One fire fighter stops, turns towards the camera and
starts talking. He says something like, "When you're a firefighter, it's
important to be able to see people in the dark. So firefighters wear
retro-reflective materials on their clothing." Cut to the firefighter in
the station house, he is putting his uniform away. He picks up his
backpack and heads for the door. He is wearing casual clothing. He steps
outside and says, "When you're out at night, cars can see you from
farther away if you're wearing this, and they can see you better than if
you're wearing white. There are lots of ways to wear it (gestures
towards his clothes---he's wearing several retro clothing items, such as
a t-shirt with retro stripe, jacket, and running shoes.) "This shiny
stuff saves lives and it could save yours". Cut to the U.S. Department
of Transportation, Federal Highway Administration logo as we hear a
narrator say, "Every 7 minutes a pedestrian is killed or injured in a
traffic accident. *Stay alert and stay visible. Think of the impact you
could make.*"

At this point Stacy Vilas brought up her "Think of the Imprint you could
make" piece coming up and suggested that it could tie-in here.

**[12:45 Session 3---Breakout Sessions]{.underline}**

Joy Riddell made a brief presentation on Florida giveaway items
(wristbands, etc.). Go to www.3m.com and <lifesafety@juno.com> for info
on who makes these products.

The breakout sessions were designed to allow small group interaction and
feedback on the revised concepts. Each group then presented their
comments to the larger group.

**\*\* See the attached table for breakout group feedback.**

##### Next Steps

-   LISBOA will critically evaluate TWG2 feedback and recommendations.

-   Two additional focus groups will be held in order to test the
    revised concepts. After the concepts are tested, final revisions
    will be made and production will begin.

-   An informational email will be sent containing final concepts to all
    members of the TWG. Participants will be asked to rate concepts. No
    new ideas will be accepted at that point.

LISBOA will post materials on the company website as they are available.

-   Radio spot concepts and subsequent testing is yet to occur.

-   Comments about direction and progress:

1)  The TWG would like to see more focus on radio and print and with
    testing as well.

2)  The TWG would like to nationalize this campaign. The possibility of
    corporate sponsors was mentioned.

3)  The group discussed that the television concepts are the keystone to
    the project. Once the television concepts are finalized, they will
    shape the rest of the campaign components.

4)  Some members of TWG want the campaign to focus toward increasing
    walking and safe walking. LISBOA clarified that they are contracted
    to focus on engineering countermeasures. The Pedestrian Strategy
    Guide could address walking. A TWG member suggested that the recent
    "childhood obesity" stories are a good tie-in and hook for news
    media.

-   Ideally, the group would like to launch this in every state, by
    every state.

1)  Leverson will send an email asking everyone in the TWG group how
    they can best promote this campaign.

2)  Leverson will create small groups from the larger TWG team, let them
    pick leaders, and work on specific parts of this project.

-   The group suggested that the Strategic Plan should incorporate costs
    incurred by pedestrian fatalities.

-   LISBOA plans to hold focus groups by Mid-may.

-   The third and final Technical Working Group meeting is scheduled to
    on August 13^th^ in Washington, DC.

Breakout Session Discussion/Recommendations

*FHWA National Pedestrian Safety Engineering Outreach Campaign,
Technical Working Group 2*

*March 26, 2002*

+------+-------------+---------------+---------------+---------------+
| **Di | **Group 1** | **Group 2**   | **Group 3**   | **Group 4**   |
| scus |             |               |               |               |
| sion |             |               |               |               |
| Top  |             |               |               |               |
| ic** |             |               |               |               |
+------+-------------+---------------+---------------+---------------+
| **Dr | -   Liked A | -   Concept   | -   Liked B   | -   Family    |
| iver |             |               |     best.     |     Photos    |
| Co   |   alternate |    A---change |               | ---contrived. |
| ncep |             |     Michael   | -   Didn't    |     Maybe use |
| ts** | -           |     \"was     |     like A as |     a         |
|      |    Concepts |     always    |               |     memorial  |
|      |     A & B   |     safe\" to |    much---not |     on a      |
|      |             |     M \"was   |     as        |     light     |
|      | -   Concept |     always    |     gripping. |     pole,     |
|      |     E       |               |               |     taped-up  |
|      |             |    careful.\" |               |     pictures  |
|      |             |     Put in an |               |     and       |
|      |             |     elderly   |               |     flowers   |
|      |             |     couple,   |               |               |
|      |             |     change 7  |               | -   Valerie   |
|      |             |     yr-old    |               |     Edgar     |
|      |             |     girl to   |               |     says DOTs |
|      |             |     70 yr-old |               |     might not |
|      |             |               |               |     support   |
|      |             | woman...yield |               |               |
|      |             |     and stop  |               |    memorials. |
|      |             |     for       |               |     Perhaps   |
|      |             |               |               |     in a      |
|      |             |  pedestrians, |               |               |
|      |             |     every     |               |    storefront |
|      |             |     7...by a  |               |     or on a   |
|      |             |     motor     |               |     building. |
|      |             |     vehicle"  |               |               |
|      |             |               |               | -   Liked the |
|      |             | -   Did not   |               |     last      |
|      |             |     like A    |               |     concept.  |
|      |             |     alt., too |               |               |
|      |             |               |               |               |
|      |             |  anti-driver. |               |               |
|      |             |               |               |               |
|      |             | > Suggested   |               |               |
|      |             | > that        |               |               |
|      |             | > wording     |               |               |
|      |             | > should be   |               |               |
|      |             | > added to    |               |               |
|      |             | > say:        |               |               |
|      |             | > "...but I   |               |               |
|      |             | > should have |               |               |
|      |             | > seen the    |               |               |
|      |             | > people in   |               |               |
|      |             | > the         |               |               |
|      |             | > cr          |               |               |
|      |             | osswalk---why |               |               |
|      |             | > didn't I    |               |               |
|      |             | > stop"       |               |               |
|      |             |               |               |               |
|      |             | -   Concept   |               |               |
|      |             |     C--       |               |               |
|      |             | -Multi-threat |               |               |
|      |             |               |               |               |
|      |             |    situation. |               |               |
|      |             |     Walking   |               |               |
|      |             |     can be    |               |               |
|      |             |     safe,     |               |               |
|      |             |     when you  |               |               |
|      |             |     follow    |               |               |
|      |             |     the       |               |               |
|      |             |     signals.  |               |               |
+------+-------------+---------------+---------------+---------------+
| **Pe | -           | -   The group | -   C1 and C2 | -   Liked     |
| dest |    "Impact" |     felt that |     are too   |               |
| rian |     tagline |     the child |     preachy.  |   firefighter |
| Co   |     may not |     educating |     C2 might  |     one only, |
| ncep |     work    |     the Dad   |     work if   |     as        |
| ts** |     for     |     is        |     less      |     amended.  |
|      |     p       |               |     preachy,  |               |
|      | edestrians. |  unrealistic, |     works     |               |
|      |             |     but liked |     better    |               |
|      |  Pedestrian |     the       |     with      |               |
|      |     spots   |     Police    |     **        |               |
|      |     should  |     officer   | grand**parent |               |
|      |     follow  |     spot.     |     and kid   |               |
|      |     "follow |               |     (cub      |               |
|      |             | -   Liked the |     scout)    |               |
|      |    signals" |     last one, |               |               |
|      |     with    |     as long   | -   Liked D   |               |
|      |     "look   |     as gender |     best.     |               |
|      |     L, R,   |     includes  |     Want to   |               |
|      |     L"      |     women.    |     work in   |               |
|      |             |               |               |               |
|      | -   In last |               |    comparison |               |
|      |             |               |               |               |
|      |  pedestrian |               |    materials. |               |
|      |             |               |               |               |
|      |    concept, |               |               |               |
|      |             |               |               |               |
|      |   preferred |               |               |               |
|      |     that    |               |               |               |
|      |     the     |               |               |               |
|      |     child   |               |               |               |
|      |     say "no |               |               |               |
|      |     Dad, I  |               |               |               |
|      |     learned |               |               |               |
|      |     this in |               |               |               |
|      |             |               |               |               |
|      |    school\" |               |               |               |
|      |             |               |               |               |
|      | -           |               |               |               |
|      |    Specific |               |               |               |
|      |             |               |               |               |
|      |    messages |               |               |               |
|      |     for     |               |               |               |
|      |             |               |               |               |
|      | pedestrians |               |               |               |
|      |     would   |               |               |               |
|      |     be good |               |               |               |
|      |     inside  |               |               |               |
|      |     buttons |               |               |               |
+------+-------------+---------------+---------------+---------------+
| *    | -           |               | -             |               |
| *Rec |    Multiple |               |    B---change |               |
| omme |     Threat  |               |     "I        |               |
| ndat |             |               |     thought   |               |
| ions |   situation |               |     the       |               |
| for  |     is      |               |     people in |               |
| Mod  |             |               |     the       |               |
| ific |   important |               |     Crosswalk |               |
| atio |     enough  |               |     would     |               |
| ns** |     to      |               |     wait for  |               |
|      |     merit   |               |     me" to "I |               |
|      |             |               |     looked    |               |
|      | -   Look at |               |     for cars, |               |
|      |     cell    |               |     I should  |               |
|      |     phone   |               |     have      |               |
|      |     usage   |               |     looked    |               |
|      |     for     |               |     for       |               |
|      |     both    |               |     people as |               |
|      |     drivers |               |     well" TWG |               |
|      |     and     |               |     seems to  |               |
|      |             |               |     prefer    |               |
|      | pedestrians |               |     this to   |               |
|      |             |               |     earlier   |               |
|      |             |               |     versions. |               |
|      |             |               |     "I should |               |
|      |             |               |     have      |               |
|      |             |               |     stopped   |               |
|      |             |               |     for them" |               |
|      |             |               |     as        |               |
|      |             |               |     opposed   |               |
|      |             |               |     to        |               |
|      |             |               |     "yield"   |               |
|      |             |               |               |               |
|      |             |               | -   A---Too   |               |
|      |             |               |     busy. As  |               |
|      |             |               |     a driver, |               |
|      |             |               |     you       |               |
|      |             |               |     should    |               |
|      |             |               |     have      |               |
|      |             |               |     yielded   |               |
|      |             |               |     to him    |               |
|      |             |               |     change to |               |
|      |             |               |               |               |
|      |             |               |    "stopped". |               |
|      |             |               |               |               |
|      |             |               | -   Too many  |               |
|      |             |               |     pie       |               |
|      |             |               | ces/vignettes |               |
|      |             |               |     to both   |               |
|      |             |               |     As.       |               |
+------+-------------+---------------+---------------+---------------+
| **   | -           | -   No        | -   No        | -   No        |
| Term |   Preferred |               |               |               |
| for  |     "Hit by |   suggestions |   suggestions |   suggestions |
| Cra  |     a car," |               |               |               |
| sh** |     "       |               |               |               |
|      | collision," |               |               |               |
|      |     or even |               |               |               |
|      |     leave   |               |               |               |
|      |     out the |               |               |               |
|      |     word at |               |               |               |
|      |     the end |               |               |               |
|      |     of the  |               |               |               |
|      |     PSAs,   |               |               |               |
|      |     as it's |               |               |               |
|      |     obvious |               |               |               |
|      |     what    |               |               |               |
|      |             |               |               |               |
|      |    happened |               |               |               |
+------+-------------+---------------+---------------+---------------+
| *    | -   No      | -   No        | -   \"Zoom    | -   New       |
| *Sug |     reco    |               |     Zoom-type |     tagline:  |
| gest | mmendations |   suggestions |     car ad,   |     "You      |
| ions |             |               |     that      |     don't own |
| for  |             |               |     changes   |     the road, |
| Ad   |             |               |     into a    |     quit      |
| dres |             |               |     driver    |     acting    |
| sing |             |               |     a         |     like it." |
| Dr   |             |               | ggressiveness |     Near miss |
| iver |             |               |     PSA."     |     concept   |
| Arr  |             |               |               |     popular   |
| ogan |             |               |               |     here.     |
| ce** |             |               |               |               |
+------+-------------+---------------+---------------+---------------+
| *    | -           | -   Suggested | -   Don't do  | -   Tools for |
| *Oth |    Reminded |     Concept:  |     TV, it's  |               |
| er** |     the     |     Animated  |     too       |   conspicuity |
|      |     group   |     girl      |               |               |
|      |     that    |     walking   |    expensive. |  (Flashlight, |
|      |     TWG1    |     with her  |               |     e         |
|      |     had     |     brother,  | -   If        | tc.)---Nobody |
|      |             |     "I had a  |     education |     seems to  |
|      | recommended |     dream     |     was the   |     have      |
|      |     a 60/40 |     last      |     goal,     |     commented |
|      |     split   |     night,    |     it's okay |     on that.  |
|      |     for the |     and       |     to have a |               |
|      |             |     everybody |     lighter   | -   Driver    |
|      |   campaign, |     stopped   |     approach, |     Tagline:  |
|      |             |     for me,"  |     than in   |     Every 7   |
|      |    favoring |     etc. and  |     the       |     minutes,  |
|      |     Drivers |     they get  |     driver    |     a         |
|      |             |     to a      |     one.      |               |
|      | -   Radio   |     corner,   |               |    pedestrian |
|      |     spots:  |     and       | -   Make sure |     is hit by |
|      |     Tailor  |     there's a |     these are |     a car.    |
|      |     all to  |     multiple  |     saleable  |     Look for  |
|      |             |     threat,   |     to the    |               |
|      |    drivers, |     and       |     media,    |  pedestrians, |
|      |     due to  |     changes   |     and have  |     then      |
|      |             |     from      |     a long    |     yield for |
|      |   potential |     animated  |               |     them.     |
|      |     l       |     to real,  |   shelf-life. |               |
|      | istenership |     and you   |               | -   Elderly   |
|      |             |     hear the  | -   Say that  |     lady in   |
|      |             |               |     all of us |               |
|      |             |    collision, |     are       |    Crosswalk, |
|      |             |     and it's  |     walkers   |     music     |
|      |             |     real, and |     when the  |     like      |
|      |             |     you see   |     stats     |     Teabury   |
|      |             |     the girl  |     come up.  |     Shuffle,  |
|      |             |     in a      |               |     Tagline:  |
|      |             |     hospital, | -   Some did  |     "Every 7  |
|      |             |     in a      |     not like  |     ...Know   |
|      |             |     coma...   |     the       |     what to   |
|      |             |               |     7-minute  |     do in a   |
|      |             | -   Suggested |     stat.     |               |
|      |             |     Concept:  |     Leverson  |   crosswalk." |
|      |             |     Speedway. |     says      |               |
|      |             |     Drivers   |     let's     | -   "You      |
|      |             |     pulling   |     test it   |     wanna go? |
|      |             |     into a    |     in the    |     You wanna |
|      |             |     pit,      |     next      |     go? Well  |
|      |             |               |     focus     |     you       |
|      |             |   pedestrians |     groups.   |     can't,    |
|      |             |     come in,  |               |     I'm here  |
|      |             |     like      | -   Best to   |     right     |
|      |             |     NASCAR.   |     find      |     now"      |
|      |             |     "Your     |     contacts  |               |
|      |             |               |     to        | -             |
|      |             |  neighborhood |               |    Pgs.1,2,3. |
|      |             |     is not a  |  hand-deliver |               |
|      |             |               |     PSAs in   |    Bottom---A |
|      |             |    speedway." |     major     |     **true    |
|      |             |               |     markets.  |     story**,  |
|      |             |               |     Probably  |     name of   |
|      |             |               |     FHWA's    |     city,     |
|      |             |               |     job.      |     year.     |
|      |             |               |               |               |
|      |             |               | -   New       | -   Pg.       |
|      |             |               |     Concepts  |               |
|      |             |               |     A near    |    4---didn't |
|      |             |               |     miss, not |     like Dad  |
|      |             |               |     always a  |     kills kid |
|      |             |               |     fata      |               |
|      |             |               | lity---Dustin | -   Pg.       |
|      |             |               |     Hoffman   |               |
|      |             |               |     in        |    5---didn't |
|      |             |               |     Midnight  |     like kids |
|      |             |               |               |     knows     |
|      |             |               | Cowboy---Near |     more than |
|      |             |               |     miss, guy |     dad       |
|      |             |               |     slaps the |               |
|      |             |               |     hood of   | -   Firefigh  |
|      |             |               |     the car.  | ters---coming |
|      |             |               |               |     out of    |
|      |             |               | -   Look at   |     burning   |
|      |             |               |     the life  |     bldg. You |
|      |             |               |     of a      |     see his   |
|      |             |               |     child     |               |
|      |             |               |     killed,   |   flashlight, |
|      |             |               |     what      |     then      |
|      |             |               |     might     |     hers,     |
|      |             |               |     have been |     then RR   |
|      |             |               |     lost      |     material, |
|      |             |               |               |     then      |
|      |             |               |               |     white a   |
|      |             |               |               |     towel     |
|      |             |               |               |     wrapped   |
|      |             |               |               |     around a  |
|      |             |               |               |     kid she's |
|      |             |               |               |     bringing  |
|      |             |               |               |     out.      |
|      |             |               |               |     "Make     |
|      |             |               |               |     Yourself  |
|      |             |               |               |     Visible"  |
|      |             |               |               |     "See How  |
|      |             |               |               |     Well It   |
|      |             |               |               |     Works"    |
|      |             |               |               |               |
|      |             |               |               | -             |
|      |             |               |               |   Radio---ser |
|      |             |               |               | ious---couple |
|      |             |               |               |     seconds   |
|      |             |               |               |     dead air, |
|      |             |               |               |     "this     |
|      |             |               |               |     moment of |
|      |             |               |               |     silence   |
|      |             |               |               |     brought   |
|      |             |               |               |     to you by |
|      |             |               |               |     the       |
|      |             |               |               |     parents   |
|      |             |               |               |     of the    |
|      |             |               |               |     50,000    |
|      |             |               |               |     children  |
|      |             |               |               |     killed    |
|      |             |               |               |     each      |
|      |             |               |               |     year"     |
+------+-------------+---------------+---------------+---------------+