Federal Highway Administration

**Pedestrian Safety Countermeasures Education**

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

## Submitted 1/04/02

# 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 four focus groups for the campaign to
understand how pedestrians perceive themselves in relation to drivers,
how drivers perceive pedestrians, how each group understands the laws
regarding pedestrians, and what sorts of public education messages would
capture their interest and attention. Two focus groups were held in
Washington, D.C. on 11/28/01. The first group was composed of male and
female pedestrians aged 21-65 years, and the second was with 18-25 year
old male drivers. Two focus groups were also conducted in Los Angeles,
CA on 12/4/01. The first group was male and female pedestrians aged
21-65 years. The second group, drivers consisted of male and female
drivers aged 18-25 years.

LISBOA collaborated with the FHWA to develop both the respondent
screeners and the moderator guides. Also, LISBOA worked with Olchak
Market Research in Washington, D.C. and Adler Weiner in Los Angeles, CA
to recruit and schedule the groups. Participants were paid an \$80
stipend for attending the two-hour group. The groups were videotaped,
and respondents were assured of confidentiality.

Dr. Megan Sheehan and Juanita Panlener of LISBOA, Inc., conducted the
focus groups. Following each group, they reviewed the videotapes and
discussed the group process. Dr. Sheehan and Ms. Panlener then developed
structured topline summaries of key findings and observations. The raw
data for these toplines included the words, phrases, sentences, and
non-verbal responses of the attendees.

This Final Report is based on assimilating the key findings from the
toplines. This report includes recommendations to the FHWA for campaign
themes, material development, and dissemination.

KEY FINDINGS -- PEDESTRIANS

All of the participants in the pedestrian focus groups walk in
situations were they encounter moving vehicles. Most of the participants
reported walking daily. All respondents indicated being concerned for
their safety as pedestrians. They feared being hit and several reported
close calls with cars. One respondent reported being hit by a car.

Several participants complained about the poor conditions of sidewalks
or having no sidewalks in certain locations. Another concern was not
having adequate time to cross the street before the walk sign changed.

In the Los Angeles group, when discussing pedestrians' right of way, all
of the participants indicated that they understood that *"the pedestrian
has the right of way."* However, in the D.C. group there was some
confusion over exactly when and where pedestrians have the right of way.
No one in the group had a clear understanding of the laws regarding
pedestrians' right of way. Many participants were concerned about
crossing at crosswalks and worried that "*drivers don't necessarily see
you"* and may not be aware of pedestrians or looking for them.

The groups' reported use of retro-reflective wear at night varied. Some
participants reported using the materials for themselves and their
children, while others reported not using it at all. However, all of the
participants agreed that it is effective. In Los Angeles, the
participants agreed that it would be unrealistic to expect everyone to
wear retro-reflective wear at night, especially if one were dressed up
and going out for the evening.

Public Service Announcements were also discussed within the groups.
Although the groups indicated that their behavior did not necessarily
change as a result of watching PSAs , certain themes and presentation
styles consistently capture their interest more than others. Among these
are images with some shock value, non-conventional / "original" styles,
and messages that include children. The Los Angeles group liked the
"Truth" anti-smoking spots.

The groups evaluated several statistics. Both groups felt that the
statement, **"***Every seven minutes a pedestrian is killed or injured
in a traffic accident*" was the most impactful. They thought that this
brought the numbers ". . . *down to a more manageable level."*

Three potential campaign themes were evaluated in the D.C. pedestrian
focus group. The first was, "Make sure drivers see you" -- which
received a weak response from the group. The next theme was "make it a
joint responsibility." The participants reported that this made them
think of drugs as well as passing the buck from drivers to pedestrians.
"Be safe, be smart, be seen" was the most popular of the three slogans.

After the mixed response to the themes presented to the Washington, D.C.
pedestrian focus group, additional themes were generated for the Los
Angeles group to evaluate. "Be safe, be smart, be seen" received a
nuetral response from the group. The second theme, "Make it a joint
responsibility" reminded participants of drugs and safe sex. "Speed
less, yield more" was the third theme that the group evaluated. There
was mixed feedback on this. Some participants thought it was a good
idea, while others thought that it was not "catchy" and that certain
groups might not understand the word "yield." The fourth theme was
"We're in this together." This one received a more positive response
from the group. The next two themes "Make sure drivers see you" and "Be
courteous, be safe / Be careful, be safe" were rejected by the group.

Driver themes were also tested with the pedestrian group in Los Angeles.
The first one, "Stay alert: You never know who you might run into"
received a positive response. The second theme, "They won't bounce back
from this one" was also popular. The group rejected the next theme, "Why
didn't the kid cross the street? To get to the other side safely." The
fourth theme, which involved a Video game PSA concept, "There is no
reset button in your car" was evaluated positively, but the group
members felt that the visuals would be critical to the success of the
ad. Lastly, the group rated "Think of the impact you could make" This
theme was popular and pedestrians thought that there were some
interesting potentials for visuals with this theme.

The themes that received the most positive responses from the focus
group were "Speed Less, Yield More," "Stay alert: You never know who you
might run into," "They won't bounce back from this one," and "Think of
the impact you could make."

KEY FINDINGS -- DRIVERS

All of the participants in the driver focus groups reported that they
like driving and that they drive in a variety of locations including
highways/freeways, residential, suburban areas, side streets, and
neighborhood streets. All said they encounter pedestrians throughout the
day, at different times of the day. The drivers said they are concerned
about pedestrians not paying attention to traffic and pedestrian road
signs, taking too long to cross the street, crossing in the middle of
the street (jaywalking), and children possibly running in front of them.
Some drivers also expressed concern over "*not being able to see
pedestrians*" at night or near bus stops. Some of the participants
admitted to having a near-collision with a pedestrian.

In the Washington, D.C. focus group there seemed to be some confusion
over state laws regarding pedestrians' right of way. A few participants
in the Washington, D.C. group reported observing signs at intersections,
which they found to be helpful, stating that pedestrians have the right
of way. The participants in the Los Angeles, group indicated that
"*pedestrians always have the right of way*." However, they felt that
all drivers should be reminded of the laws regarding pedestrians when
they get their license renewed.

The drivers all reported that their main mode of transportation is
driving. All reported walking occasionally, but many indicated that they
"*do not feel safe when walking."* Some drivers stated that they would
walk more if they felt safer, while others said that additional safety
features would not affect their walking behavior.

All of the drivers in both groups reported that the presence of law
enforcement has a "*strong affect*" on their behavior. They said that
they "*slow down and drive more carefully*" when there are police
officers present.

Some respondents feel that drivers respect pedestrians, while others
felt that drivers do not respect pedestrians. The drivers do not want to
hurt pedestrians, but they do not want them in their way, either. One
driver said, somewhat jokingly, "*Most \[drivers\] would rather drive
over \[pedestrians\] to get them out of the way."*

Public Service Announcements, advertising, and campaign themes were
discussed with the driver groups. The Los Angeles drivers' group felt
the anti-smoking "Truth" campaign was effective. The anti-drug
campaign's "This is your brain on drugs" PSA was also described as
memorable, as was the McGruff "Take a bite against crime" campaign.

Television advertisements that got the drivers' attention include the
Old Navy "Performance Fleece" ads, commercials for The Gap and *"Britney
Spears doing Pepsi."*

The Washington, D.C. group reported finding children "*very effective*"
as spokespeople. The males talked about how even if they did not have
children, they have "*nieces and nephews*" and "*friends or neighbors
with kids*." Some of the participants also said that they think about
having children in the future and how this would affect their kids. Male
drivers in Los Angeles agreed that messages with children are powerful
and stated that they are more vigilant when driving in neighborhoods and
school zones with children.

Some suggestions that they have for effective PSAs included surprises,
someone getting hit by a car, and showing the effects of reckless
behavior. They thought that using gory images was a good way to get
messages to stand out. They also liked the idea of something that
"*looks like a normal commercial and then bam someone gets hit*."

They find the use of "*shocking messages*," "*fear*," loss of money and
possible jail time as strong motivators. If law enforcement is going to
threaten ramifications for breaking laws, then they have to follow
through with them to be effective. The idea that "*this \[negative
consequence\] can happen to you*" hits home with this group.

Some aspects of radio spots that respondents said would get their
attention include "*silence on the radio*," messages that are "*short
and to the point*," the sound of "*cars crashing*," a voice that does
not "*sound like a radio DJ*," "*fake news reports*," the sounds of "*a
car engine without talking*," and "*something different*." They all
agreed that silence would get their attention. They also found
children's voices to be impactful. "*Radio static*" or "*the sound of a
radio changing stations*" would also get their attention.

The groups indicated that they find the repetition of a message across
media to be effective and like the idea of appealing to the
"*commonsense of drivers.*"

Several statistics were presented to the drivers. The first one "5,000
pedestrians are killed each year in traffic accidents" did not elicit
the strongest responses from the groups. They did not think this was
shocking enough. The next one, "100,000 pedestrians are injured each
year in traffic accidents" did not elicit any comments from the
participants in the Los Angeles group. Respondents in the Washington,
D.C. group did not respond favorably to it either. Lastly, the groups
were presented with "Every 7 minutes a pedestrian is killed or injured
in a traffic accident." The last statement was the most effective of the
three with both groups because the participants found it easier to
understand the concept of 7 *minutes* as opposed to the concept of
thousands or hundreds of thousands*.* They also reported that it gives
them a different perspective on the issue.

The drivers in both groups liked "Stay Alert: You never know who you
might run into." There were several suggestions for images to couple
with the message, including children, parent and child, celebrities, or
a series of celebrities. They liked using the driver's perspective of
steering wheel and windshield. They also thought "*shocking images*,"
such as "*body bags*," or shoes lying on the road at a crash scene could
be effective.

"They won't bounce back from this one" was not appealing to the
Washington, D.C. group. They said that it reminded them of a "*sports
team*." Some of the respondents in the L.A. group liked this concept,
but most felt it could sound too sarcastic and *"off the wall."*

"Think of the impact you could make" was tested on the Los Angeles
driver focus group. Overall, the respondents liked this slogan. They
suggested that it be paired with images of a funeral or grieving family.
They thought that it could be effective if it showed how emotionally
distraught someone was after killing a pedestrian.

Overall, both driver groups preferred live action to animation for the
PSAs.

RECOMMENDATIONS

Based on the findings of the focus group sessions with drivers and
pedestrians, LISBOA recommends creating two messages with the same look
and feel. One message should target pedestrians and the other should
target drivers. There should be uniformity throughout the campaign
materials.

After reviewing multiple campaign themes with the focus groups, the ones
that emerged as the most popular, i.e. having the broadest appeal among
the various groups were the following:

> [Drivers]{.underline}

-   "Stay alert: You never know who you might run into."

-   "Think of the impact you could make."

> [Pedestrians]{.underline}

-   "Be safe, be smart, be seen."

The focus groups felt that the following statistic would be the most
effective in conveying the gravity of the pedestrian safety issue, while
simultaneously conveying the idea that this could happen to them.

-   "Every 7 minutes a pedestrian is killed or injured in a traffic
    accident."

The messages should be coupled with images that have an emotional pull
over the audience. The focus groups also recommended including elements
of shock, surprise, and possibly gore. Propensity for this processing
mode is well documented. Petty and Cacioppo\'s (1986) Elaboration
Likelihood Model describes the peripheral and central routes to
information processing focusing specifically on persuasion. The central
route refers to cognitive, rational processes where messages are
comprehended and accepted or rejected based on the strength or weakness
of the arguments. The peripheral route, in contrast, includes all other
processes and influences that are not rational and argument based (Petty
& Cacioppo, 1986). The peripheral route would include emotional appeals.

The male drivers all reported finding children very effective as
spokespersons. In general, they are concerned about kids and the image
of a child has emotional appeal for them. There is strong research
evidence to support an innate tendency for adults to find children
appealing. According to Morris (1991), when adults look at infants and
young children they feel protective toward them. Maternal and paternal
feelings are genetically based and require no learning. These findings
are concurrent with previous research conducted by LISBOA, which found
that young males found children to be persuasive conveyors of social
marketing messages.

Another important point to note with regard to the pedestrian groups is
their concern about safety while walking. All of the pedestrian focus
group participants shared experiences of being afraid while walking.
When asked what would make them feel safer, they all indicated that
engineering changes would make them feel more secure while walking. Some
of the changes that they advocated were more visible crosswalks,
flashing lights at crosswalks, longer walk times, raised crosswalks,
clearer crossing signs (countdown instead of flashing "walk"), better
sidewalks, barriers between pedestrians and cars, and if all traffic
were stopped at intersections to allow pedestrians to cross safely.

Based on the both the driver and pedestrian groups' preference for live
action over animation, LISBOA recommends using live action for the PSAs.

MODERATOR'S GUIDES,

**TOPLINE SUMMARIES,**

**SCREENERS**,

**&**

**DESCRIPTIONS OF PARTICIPANTS**

**Moderator's Guide for Pedestrian Focus Groups**

I.  **Introduction**

Hello, my name is \_\_\_\_\_\_\_\_\_\_\_ and I would like to thank you
for coming today/tonight. During the next two hours, we\'re going to
discuss a number of topics related to driving and pedestrians.

Before we begin, I would like to give you some ground rules for this
group session. Please speak clearly and loudly so that everyone in the
group can hear you. Also, because everything you say is important, I ask
that you speak one-at-a-time and avoid side conversations. I am taping
our meeting because later, I have to write a report describing the
important information I learned from the group. None of you will be
identified by name in the report.

Do you have any questions?

I would like for each of you to introduce yourselves by giving your
first name and telling us what you would be doing right now if you were
not at this focus group.

# Discussion -- Pedestrians

-   What types of walkways do you typically use? (sidewalks, shoulder of
    the road, hiking trails, parks, indoor walking, shopping plazas,
    urban or residential locations, to or from mass transit, etc.)

-   Do you have to cross intersections where you walk? Do you look for
    turning vehicles when you are crossing at an intersection?

-   How frequently do you walk? What influences your decision to walk?
    How often do you encounter moving vehicles in those locations?

-   As a pedestrian, what are some of your typical concerns? (Probe
    urban, residential, rural, etc.) When you are walking, how concerned
    are you about being hit by a vehicle? \*If any participants indicate
    that they are concerned about being injured ask: What would make you
    feel safer? If you felt safer, would you walk more? What other
    factors are preventing you from walking more?

-   **For those of you who have children under the age of 10**, how
    concerned are you about your child being hit by a vehicle? Have you
    taken any steps to minimize your child's risks? If walking were
    safer, would you encourage your child to walk more frequently?

-   As a pedestrian, have you ever had a collision or near collision
    with a vehicle? If so, what were the circumstances? What factors
    caused it? How did you feel after?

-   How responsible do you feel for your safety when you are a
    pedestrian?

-   What times of day do you usually walk? (morning, midday, evening)

-   Do you perceive a pedestrian safety problem?

-   Would you describe yourself as a "pedestrian"?

-   How do you feel about the term "pedestrian" as opposed to runner,
    jogger, someone who walks, or uses a wheelchair?

-   What would influence you to change your walking behavior?

# Knowledge of Pedestrian Countermeasures/Law

-   How familiar are you with traffic laws? Do you obey traffic laws?

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-   Are you familiar with the laws regarding the pedestrian's right of
    way in your state (ie. In some states, pedestrians who have started
    crossing the street have the right of way)? Do you abide by them? In
    general, do other's abide by them? Why or why not?

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-   What side of the street do you usually walk on? (right or left)

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-   Do you know what a flashing "walk" sign means? Do you know what a
    flashing "don't walk" sign means? Do you know how the "push button"
    works?

-   Do you wear light colored clothing when walking at night? Do you
    wear retro-reflective materials? (Assess knowledge)

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-   Would you walk out of your way to cross at a crosswalk instead of
    crossing mid-block?

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-   Do you believe pedestrians are legitimate road users and have a
    right to be on or near the roadway? If not, what would make you
    change your mind?

#### Message/Concept Evaluation

Recent studies have shown that pedestrians nationwide die or are injured
every day as a result of crashes with motor vehicles. As a result, the
Federal Highway Administration wants to develop an education and
awareness program targeting drivers and pedestrians. The goal of the
campaign is to educate pedestrians like yourselves, about existing
"engineering countermeasures" designed to protect pedestrians.

-   What is your first reaction to the following statements? Would any
    of these statements have an impact on you as a pedestrian?

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-   5,000 pedestrians are killed each year in traffic accident.

-   Over 100,000 pedestrians are injured each year in traffic accidents.

-   Every 7 minutes a pedestrian is killed or injured in a traffic
    accident.

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```
-   What are your favorite billboards, bus ads?

-   Do you read your bill inserts?

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```
-   What is the most memorable PSA you have seen? Why do you remember
    this one?

(**Note to moderator:** Probe for all types of PSAs not just
traffic/driving related.)

-   Have you ever changed your behavior, or considered changing your
    behavior, as a result of seeing a PSA? Why? How did your behavior
    change?

-   Can you think of any campaign themes that might be effective for
    pedestrians such as yourselves?

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-   Try out campaign themes & ask for reactions. What comes to mind when
    you hear these statements?

1.  *"Make Sure Drivers See You"*

2.  *"Make it a Joint Responsibility"*

3.  *"(Take responsibility for yourself): Be Safe, Be Smart, Be Seen"*

-   Who, if anyone, could be effective spokespersons for this message?
    (probe: local vs. national celebrities, kids as safety
    paraprofessionals/messengers, schools, safety groups)

-   What would be effective outreach venues (probe:
    tv/radio/print/billboards/bus ads/schools/w/ car insurance
    bills/etc)

-   Do you think animation would be appropriate for this message? Live
    action? Combination?

Federal Highway Administration

Pedestrian Safety Countermeasures Education

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

**Pedestrians -- Washington, DC**

**11/28/01**

The first of two focus groups in Washington, D.C. was held with
pedestrians. The purpose of this group was to understand how pedestrians
perceive themselves in relation to drivers, their understanding of the
law regarding pedestrians, and 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 keep pedestrians safe. The group
consisted of ten men and women aged 21-65 years who are pedestrians and
had been exposed to traffic situations in the past week.

# Pedestrian Attitudes / Perception of Safety

All of the participants report that they walk frequently. The types of
walking that they engage in include: recreation, walking to and from
work, to and from mass transit, and walking for errands- in shopping
centers and to and from shopping centers. One participant also
participates in a walking group during lunch breaks. Another participant
does not own a car and walks or uses mass transit for all travel. The
location of walking included sidewalks, paths, along roadways when
sidewalks were not available, and on paved trails in parks.

Several participants complained about the poor conditions of sidewalks
or complete lack thereof. They find these conditions to be dangerous and
some participants will not walk at night because of fear for their
safety. Participants were also complaining about the lack of adequate
bus stops on certain roadways where buses stop in "*the middle of the
street.*" Some other concerns include construction zones where
pedestrians have to walk in the street and speeding drivers who do not
yield the right of way to pedestrians. They are also concerned about not
having enough time to cross an intersection before the "don't walk" sign
appears. One participant expressed a fear of bicyclists, people on
rollerblades, broken sidewalks, and drivers. She stated, "*you have to
be observant.*"

Participants also felt that neighborhoods had not adequately planned for
pedestrians. The crosswalks are "*not good*," they sometimes have to
walk on "*grass, dirt -- try not to walk in the street.*" One
participant reported using underground walkways to avoid having to cross
"*bad intersections*" especially after dark.

All of the participants reported walking through intersections. They
stated that not only are turning vehicles a concern, any kind of vehicle
is a concern. Almost every participant reported having "*narrow
escapes*" with automobiles. Some of the near misses occurred in
intersections with turning vehicles, others occurred in parking lots.
Several members of the group felt that drivers frequently misjudge the
speed at which the pedestrian is traveling and the distance between the
car and pedestrian. A lack of clear markings for crosswalks was another
cause that the group cited for near misses. Another participant reported
"*sometimes cars speed up when you're in a crosswalk.*" All of the
participants expressed the need for pedestrians to "*be aware of the
surroundings.*" After the near misses with vehicles, the participants
reported that they felt "*scared, shaken, and afraid to walk*." They
also reported feeling "*thankful to be alive*" and said that they would
"*try to be more careful*." They said that they are surprised by
courteous behavior from drivers.

# Knowledge of Pedestrian Traffic Lights / Crosswalks

When discussing pedestrians' right of way, there seems to be some
confusion over when and where pedestrians have the right of way. No one
in the group had a clear understanding of the laws regarding
pedestrians' right of way. The group felt that most drivers do not
respect the pedestrian's right of way. The group also felt that "*most
cars drive too fast and don't have time to react appropriately to
pedestrians.*"

The group also acknowledged that some pedestrian behavior contributes to
the problem. Crossing the street mid-block and jaywalking were examples
of risky pedestrian behaviors. The group also felt that there may be
cultural influences in accidents. The group admitted that they do not
always walk out of their way to cross at a crosswalk. They said it was a
"*judgment call*" and that it depends on traffic and the distance to the
crosswalk.

All of the pedestrians reported feeling "*concerned about being hit*."
They all said that they try to take measures to protect themselves. One
participant reported that she knows three people in her neighborhood who
have been hit by cars and she is "*very cognizant of the problem*."

The participants reported that a number of changes would make them feel
safer, including: better sidewalks, barriers between pedestrians and the
roadway, more visible crosswalks, all traffic stopped at intersections,
more time to cross the street, a countdown for the number of seconds
remaining on the walk signal, and signs by parking lots telling drivers
to stop for pedestrians. One participant referred to turning cars as
"*right turn on dead*" for pedestrians. Another participant noted that
drivers' failure to stop for red lights is dangerous for pedestrians as
well as cars. The group suggested using an ad campaign to remind drivers
and pedestrians about pedestrian safety. The group liked that idea of
all traffic stopping at intersections for pedestrians to cross. They
felt that pedestrians are not thought of at intersections "*it's all
about cars -- pedestrians are not considered when designing
intersections*." The group felt that some drivers think pedestrians are
legitimate road users, while others do not. The group felt that
pedestrians are legitimate road users.

Participants reported walking at various times during the day. Some
walked at lunchtime, others walk at morning and evening rush hours,
others walk on the weekends. All of the participants expressed concern
over walking in the evening or before light in the morning. They worry
about being "*hard to see*" when it is dark. Some of the participants
reported wearing light/bright colored clothes or "*carrying something
bright*" in order to help drivers see them.

All of the participants thought that retro-reflective material was a
good idea. However, no one in the group reported using it. Likewise,
they thought "*flashers*" were a good idea, but no one in the group used
them. One participant expressed concern over the retro-reflective wear
in that you might stand out too much if you used it. He was concerned
that people would "*target you because you look different*."

No one in the group objected to the term "*pedestrian.*" They thought
that it was an inclusive term and would not be objectionable to persons
in wheelchairs.

When discussing changes in pedestrian behavior, the group had several
suggestions. They felt that better marked pedestrian crossing areas as
well as law enforcement would change pedestrians' behaviors. They also
felt it was necessary to make drivers more aware of pedestrians. They
felt that issuing traffic tickets for jaywalking would have an impact on
the problem.

# Messages / Concept Evaluation

The group thought the term "*pedestrian counter measure*" was unclear.
"*Counter measure*" had negative connotations for them. They said it
reminded them of "*terrorist counter measures*." They preferred the term
"*pedestrian safety enhancements*" or "*safety features.*"

Some of the participants' suggestions for a public service ad campaign
included making the ads "*dramatic*" and "*brief and to the point.*" The
participants commented on seatbelt and windshield wiper campaigns that
were appealing. They also suggested putting the television spots in
prime time. Some other ad campaigns that they reported liking included
the Calvin Klein perfume ads. They also find good graphics appealing.
Some of the participants also felt that "*gory images*" might be
effective. There was discussion of the "*crash dummies*" campaign spots,
which are entertaining and effective.

Another participant described an ad campaign that used a cartoon serial
in subways in NYC to discuss AIDS. The cartoon strips had recurring
characters and were presented like in a soap opera format.

Other popular commercials included the Budweiser frogs, which
participants reported "*got their attention.*"

Humor is also appealing in commercials. Sprint phone's "*flour the
children*" and "*Captain and Tenille*" ads were very popular with the
group. In addition, participants found fear appeal ads to be effective.
One participant described an ad for home security systems in which a
burglar looks in a window and plans to break in until he sees the
security company logo.

In sum, the participants found the following qualities to be effective
in ads.

-   Glitzy, sexy

-   Fear

-   Gore

-   Funny

-   Dramatic, human storyline

Some avenues for delivering a pedestrian safety message included
postcards with "*bullet points and not a lot of text*," "*cereal
boxes*," "*metro signs*," "*billboards*," and "*bus stops.*" They said
that bill inserts would not be effective because "*there's already too
much junk mail*."

The participants were presented with several statistics and asked to
respond. They thought that the statistic "5,000 people are killed each
year in pedestrian crashes" was "*not clear*." They also thought that
this number was low and reported being confused by what a "*pedestrian
crash*" meant.

Next, "Over 100,000 people are injured" was found to be "*more
impactful*."

Lastly, when presented with the statistics "Every 7 minutes a pedestrian
is killed or injured in a traffic accident". The group thought that this
was the most effective statistic but suggested that it would be even
"*more forceful*" if re-phrased to "A pedestrian is hit every 7
minutes."

The group thought that gory images "*leave an impression*" and think
that younger people are more used to disturbing images and violence.
They also thought that the driver who injured/killed a pedestrian could
be an effective spokesperson.

"Make sure drivers see you" -- received a weak response from the group.
Next "make it a joint responsibility" made the participants think of
drugs as well as passing the buck from drivers to pedestrians. "Be safe,
be smart, be seen" was the most popular of the three slogans.

Federal Highway Administration

**Pedestrian Safety Countermeasures Education**

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

**Pedestrians -- Los Angeles, CA**

**12/4/01**

The first of two focus groups in Los Angeles, CA was held with
pedestrians. The purpose of this group was to understand how pedestrians
perceive themselves in relation to drivers, their understanding of the
law regarding pedestrians, and 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 keep pedestrians safe. The group
consisted of 4 men and 6 women aged 21-65 years who are pedestrians and
had been exposed to traffic situations in the past week.

# Pedestrian Attitudes / Perception of Safety

The participants in this group walk on sidewalks, alleys, shopping
center parking lots, and residential areas by the beach. Many admitted
to walking *"on the street"* because they *"have no choice but walk on
the side of the street."* One of the respondents explained that he walks
on the street because where he lives there are *"areas where there is
nothing but grass and street."*

All respondents in the group encounter situations where they have to
cross an intersection, and they all stated that they look for turning
vehicles when crossing an intersection. They added that it is common for
Angelinos to *"drive right up to \[their destination\] vs. walk there."*
One of the respondents, originally from New York City, explained that
the difference between driving in Los Angeles and New York is that he
doesn't feel he has to park right in front of where he's going. He
added, *"I can walk three blocks."*

The participants walk daily, often in circumstances where they encounter
traffic. One of them, a salesperson, walks constantly *"as a function of
\[his\] job."* He explained, *"It's not functional to drive and park all
the time. It's more efficient and less stressful to just hike."* Other
respondents added:

-   *"I walk every day to the market."*

-   *"I walk two blocks to the hospital to visit my friend."*

-   *"The school has no parking, so I walk a bit to pick up my kids."*

-   *"I walk with my daughter \[to extracurricular activities\] because
    I worry about her safety."*

All respondents indicated being concerned for their safety as
pedestrians. They explained that *"in this town there is a lot of stress
and people \[drivers\] are in a hurry. When it is their turn to go, they
are not looking for pedestrians."* A driver who was distracted on her
cell phone hit one of the respondents. He added, *"It was not hard...she
was so upset."* Some of their comments, listed below, indicate how
uneasy they feel as pedestrians:

-   *"The way people turn in this town is just ridiculous."*

-   *"I see a lot of pedestrians just crossing the street, not looking
    right or left."*

-   *"The law states that whenever a pedestrian steps off the curb,
    traffic must stop. But there's also a law against murder."*

-   *"You wait until there is no traffic, unless you can run fast."*

-   *"Here the bike lane means \[drivers\] get to pull over more."*

-   *"When you have to cross five or six lanes of traffic, cars don't
    know that a pedestrian is on the street. Some cars may stop, but not
    all cars on the other lanes can see the pedestrian and just keep
    going."*

-   *"The motto of this town, especially when it comes to driving, is
    'me first.' "*

-   *"I always look at their \[driver's\] eyes."*

-   *"I take care of many little kids and I try to teach them to stop
    and look at their eyes."*

-   *"LA has so much visual noise, so many ways to not look at the road.
    Sunset Strip has TV's on the road. It's ridiculous."*

-   *"Drivers resist the pedestrian. Lots of areas are very walkable,
    though."*

Next, the respondents were asked what could make them feel safer as
pedestrians. They said that more crosswalks would alleviate their
concerns. Many commented on crosswalks located in the middle of the
street that have flashing lights. One of them explained that when a
pedestrian presses the button on the light post, the flashing lights
turn red and *"drivers have to stop."* Another respondent suggested
increasing the presence of police, adding that it would encourage
drivers to slow down and discourage pedestrians from jaywalking.

Some in the group said additional pedestrian safety countermeasures
would help them feel safer. However, the overall feeling among the
participants was that they would not feel measurably safer, or that they
would walk more, if additional pedestrian safety countermeasures were
put into place.

-   *"I find it hard to believe that anyone here \[drivers\] would
    respect that \[the additional countermeasures\]."*

-   *"I wouldn't walk more, but I would feel safer."*

-   *"Even in parking lots I park as close as I can to the sidewalk so
    my kids don't have to walk through the parking lot."*

-   *"I would feel safer."*

Although the participants feel *"100 percent responsible"* for their
safety, they agreed that no matter how careful they are, there is no
guarantee that driver's are looking out for them,

-   *"I don't trust that cars see me."*

-   *"You can't assume the other guy sees you."*

-   *"It's my responsibility, but how do I know the guy in the car is
    not an idiot."*

The participants in this group describe themselves as pedestrians and
drivers. One of them said, *"There are times that I walk more, and other
times I drive more."* Most respondents walk during the day. A few of
them felt they walk more at night. While they agreed that the term
*pedestrian* sounds like something they would find in *"a driver's
test,"* they felt it is the term that best describes them.

# Knowledge of Pedestrian Traffic Lights / Crosswalks

All respondents knew that *"the pedestrian has the right of way."* One
of the respondents received a ticket for beginning to cross the street
during a flashing "Don't Walk" sign. Before receiving the ticket, this
respondent was under the impression that it was acceptable to begin
crossing during the flashing "Don't Walk" sign. One of the participants
felt that the pedestrian traffic lights should last longer, adding,
*"You have six lanes of traffic and 10 seconds to cross. Some people are
older and walk slowly."*

Some of the respondents admitted to not always abiding by the pedestrian
traffic lights. One of them said, *"When I walk late at night, and the
sign says, 'Don't Walk,' I will cross if no one is coming."*

A few of the respondents said they try to wear materials that make them
or their children visible if they walk at night. One of them said, *"I
have a jacket with a \[retro reflective\] strip that I wear when I think
about it."* Another said, *"When I walk with my kids, I try. Their shoes
have retro reflective stuff. That really works."* Other statements
included:

-   *"I bring a flashlight and camera sometimes."*

-   *"I would wear neon."*

-   *"I would wear something with a retro reflective strip."*

-   *"Is someone's going to a formal, they're not going to put a \[retro
    reflective\] stripe on."*

-   *"My friends who are joggers or triathletes would \[wear retro
    reflective clothing.\]"*

The pedestrians in this focus group had mixed reactions regarding
feeling safe when crossing the street at a crosswalk. One of them said
he would feel safe it *"the cars are stopped and I have the 'Walk'
sign."* Another said, *"Drivers don't necessarily see you."* The
participants were asked if drivers behave differently depending on the
section of town they are in. All agreed that drivers in the beach and
resort areas are *"much more relaxed."*

The respondents consider themselves legitimate road users. However, they
commented, *"When you are the driver, pedestrians are in the way...,
pedestrians walk very slowly."*

# Messages / Concept Evaluation

Some of the public service announcements that have captured the
respondent's attention are the series of "Truth" (anti-smoking) spots,
the anti-drug spots ("This is your brain on drugs") and "The more you
know" spots featuring various public education themes. The
characteristics that make these memorable is that they "are not
conventional," and sometimes even "shocking." Another respondent said,
"You remember the shock value. The red asphalt on the road......that's
what a dead body looks like."

One of the participants wrote the concept of the "Crying Indian" PSA --
a pollution-prevention message. Most respondents in the group were
familiar with this spot and agreed that it was effective because it
showed the Indian's emotional response to people destroying his land.
Another respondent felt that the Drunk Driving "home movie" PSAs are
effective because it brings the message down to a personal level.

Although they said that their behavior did not change as a result of
watching these powerful messages, certain themes and presentation styles
consistently capture their interest more than others. Among these are
images with some shock value, non-conventional / "original" styles, and
messages that include children.

The moderator read three statements, and requested the respondent's
reactions to them. The first two statements did not get their attention
because the participants could not relate to them. They suggested adding
a personal element to the statistic to make it more powerful. Their
reaction to the third statement was noticeably more positive.

1.  [5,000 pedestrians are killed each year in traffic
    accidents]{.underline}.

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i.  *"It's just a fact. I have no personal attachment to it."*

ii. *"What really moved me is the home movie of the kid killed by a
    drunk driver, and then the number of children killed each year by
    drunk drivers."*

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2.  [100,000 pedestrians are injured each year in traffic
    accidents.]{.underline}

-   *"I think statistics alone don't work. You expect the numbers to be
    large because it's a big world."*

-   *"We are always bombarded with statistics. It all blurs together."*

3.  [Every 7 minutes a pedestrian is killed or injured in a traffic
    accident.]{.underline}

-   *"That brings it down to a more manageable level."*

-   *"That's better."*

The respondents seldom pay attention to bill inserts, but they *"can't
help but look at"* billboards.

The participants were shown a series of PSAs ("You wouldn't walk this
way......Why would you drive this way?") featuring people walking,
swimming, biking, and shopping aggressively - essentially imitating
dangerous driver behaviors. They were amused by the ads and agreed that
they would be likely to remember them. The respondents offered a few
suggestions. One of them was to adapt this concept to pedestrians,
featuring *"pedestrians doing stupid things, like not waiting on the
curb."* Another suggestions was "show a guy walking between bumper cars,
and say 'why would you do that?' " Additional suggestions and comments
included:

-   *"Show images of someone's shoe after he was hit in a crash."*

-   *"Show some actual footage of someone getting tagged by a car."*

One of the respondents said that she doubts people will follow
pedestrian laws unless they are enforced, and they are told about the
laws and the consequences of breaking them."

The participants also listened to two radio PSAs encouraging seat belt
use. The first features a girl telling her date that she wants him to
"put it on," and the second has a narrator telling his audience to
"imagine" horrible scenarios that would be similar to going through the
windshield during a crash.

The respondents liked both, but felt that the second, more graphic one
was more effective. One of them said, "the \[first\] one was too cute."
Another added, "it doesn't scare you, but it stimulates a lot in the
imagination."

One of the participants had another idea for a PSA. It would feature a
clip from the movie, "Midnight Cowboy," where Dustin Hoffman yells out
while in the middle of the street, "Hey! I'm walking here!"

Finally, the respondents were asked to pick their favorite among
statements that could become possible slogans. Their comments are listed
under each statement.

1.  [Take responsibility for yourself. Be safe, be smart, be
    seen]{.underline}.

-   *"Doesn't do anything for me."*

-   *"It's vague."*

-   *"Maybe if you put something graphic in it."*

2.  [Make it a joint responsibility]{.underline}.

-   *"I thought it was about drugs."*

-   *"Safe sex."*

3.  [Speed less, yield more.]{.underline}

-   *"It's a good idea."*

-   *"No, not catchy."*

-   *"A lot of foreign people, or kids, don't know what 'yield' means."*

4.  [We're in this together]{.underline}.

-   *"The first one is starting to sound better now."*

5.  [Make sure drivers see you.]{.underline}

-   *"Nah."*

6.  [Be courteous, be safe / Be careful, be safe]{.underline}.

-   *"No."*

7.  [Stay alert: You never know who you might run into.]{.underline}

-   *"Yes!"*

-   *"You could have a guy talking on the phone and then he hits his mom
    or grandmother."*

8.  [They won't bounce back from this one.]{.underline}

-   *"It could be a good visual."*

9.  [Why didn't the kid cross the street? To get to the other side
    safely.]{.underline}

-   *"No."*

10. (Video game PSA concept) [There is no reset button in your
    car.]{.underline}

-   *"It could be good, depending on the visual.."*

-   *"Good."*

11. [Think of the impact you could make]{.underline}.

-   *"It goes both ways."*

-   *"Have you ever seen a car that was hit by a pedestrian? The
    damage?"*

-   *"You could show the \[emotional\] impact on the family.*

Their favorites were #3, #7, #8, and #11. They felt these messages could
be adapted and used with powerful and memorable visuals.

Before ending the group, the observers wanted to know what
advertisements have been successful in getting them to purchase the
product they were selling. A couple of the participants said
infomercials are *"enticing,"* and *"draw you,"* making them effective.
One of these infomercials is the one for Oxyclean.

Moderator's Guide for Driver Focus Groups

II. **Introduction**

Hello, my name is \_\_\_\_\_\_\_\_\_\_\_ and I would like to thank you
for coming today/tonight. During the next two hours, we\'re going to
discuss a number of topics related to driving and pedestrians.

Before we begin, I would like to give you some ground rules for this
group session. Please speak clearly and loudly so that everyone in the
group can hear you. Also, because everything you say is important, I ask
that you speak one-at-a-time and avoid side conversations. I am taping
our meeting because later, I have to write a report describing the
important information I learned from the group. None of you will be
identified by name in the report.

Do you have any questions?

I would like for each of you to introduce yourselves by giving your
first name and telling us what you would be doing right now if you were
not at this focus group.

# Discussion -- Awareness of Pedestrians

-   What types of roadways do you typically drive on? (single lane,
    multi-lane, highway, urban, residential, etc.)

-   How often do you encounter pedestrians in those locations?

-   As a driver, what are some of your typical concerns regarding the
    presence of pedestrians on or near the roadway? Probe highway,
    urban, residential.

-   When you are driving are you aware of pedestrians? What types of
    pedestrians do you usually encounter? (Probe: types of pedestrians:
    kids, adults, recreational walkers, people walking to/from work,
    etc.)

-   As a driver, have you ever had a collision or near collision with a
    pedestrian? If so, what were the circumstances? What factors caused
    it? How did you feel after?

-   When you are driving, how concerned are you about hitting or
    injuring a pedestrian?

-   What times of day do you usually drive? (morning, midday, evening,
    late night)

-   How often do you walk? How do you feel about cars/drivers when you
    are a pedestrian?

-   Does the presence of law enforcement have an affect on your driving?
    What about how you respond to pedestrians?

-   Do you think that drivers respect pedestrians? Can you think of
    anything that would change that?

-   How often do you "zone out" while driving?

-   Do you have any suggestions for what might get drivers to be more
    aware of pedestrians' presence?

## III. Knowledge of Pedestrian Countermeasures/Law

-   Did anyone take a drivers' ed. course? If so, what, if anything did
    you learn about pedestrian safety in the course? Do you think this
    should be included?

-   Are you familiar with the laws regarding the pedestrian's right of
    way in your state (ie. In some states, pedestrians who have started
    crossing the street have the right of way)? Do you abide by them?
    Why or why not?

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-   Do you know what a flashing "walk" sign means? How about a flashing
    "don't walk" sign?

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-   Do you change your driving behavior when pedestrians are present?
    (Is there anything that you do to be safer near pedestrians (slowing
    down, stopping at cross walks, changing lanes)

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-   In turning left or right do you look (or remember to look) for
    pedestrians crossing? If not, Why?

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-   Do you ever find it difficult to see pedestrians? If so, what
    circumstances? (evening, crowded streets, children, people in dark
    clothing, in parking lots, etc.)

-   Do you believe pedestrians are legitimate road users and have a
    right to be on or near the roadway? If not, what would make you
    change your mind?

#### IV. Message/Concept Evaluation

Recent studies have shown that pedestrians nationwide die or are injured
every day as a result of crashes with motor vehicles. As a result, the
Federal Highway Administration wants to develop an education and
awareness program targeting drivers and pedestrians. The goal of the
campaign is to educate drivers like yourselves about existing
"engineering countermeasures" designed to protect pedestrians.

-   What is your first reaction to the following statements? Would any
    of these statements have an impact on your driving?

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-   5,000 pedestrians are killed each year in traffic accident.

-   Over 100,000 pedestrians are injured each year in traffic accidents.

-   Every 7 minutes a pedestrian is killed or injured in a traffic
    accident.

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```
-   What is the most memorable PSA you have seen? Why do you remember
    this one? (**Note to moderator**: Probe for all types of PSAs not
    just traffic/driving related.)

-   Have you ever changed your behavior, or considered changing your
    behavior, as a result of seeing a PSA? Why? How did your behavior
    change?

-   Can you think of any campaign themes that might be effective for
    drivers such as yourselves?

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```
-   Try out campaign themes & ask for reactions. What comes to mind when
    you hear these statements?

1.  "*Speed Less, Yield More*"

2.  "*We're in this together*"

3.  "*Be Courteous, Be Safe*" or "*Be Careful, Be Safe*"

4.  *"Stay Alert: You never know who you might run into."*

5.  *"They won't bounce back from this one."*

-   Who, if anyone, could be effective spokespersons for this message?
    (probe: local vs. national celebrities, kids as safety
    paraprofessionals/messengers, schools, safety groups)

-   What would be effective outreach venues (probe:
    tv/radio/print/billboards/bus ads/schools/w/ car insurance
    bills/etc)

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```
-   Do you think animation would be appropriate for this message? Live
    action? Combination?

Federal Highway Administration

**Pedestrian Safety Countermeasures Education**

## LISBOA, Inc. Focus Group Topline Summary

## Drivers -- Washington, DC

**11/28/01**

The second of two focus groups in Washington, DC was held with drivers.
The purpose of this group was to understand how drivers perceive
pedestrians they encounter in traffic situations, their understanding of
the law regarding pedestrians, and 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 keep pedestrians safe. The group
consisted of eleven 18-25 year old males who drive at least 10 miles per
week.

# Awareness of Pedestrians

# 

All of the participants reported that they like driving and that they
drive in a variety of locations including highways, residential, and
suburban areas. Most of the group encounter pedestrians everyday while
driving on college campuses, near bus stops, and in neighborhoods.

# 

The drivers' concerns about pedestrians involve "*hoping that they don't
do anything stupid*" such as jaywalking, or jumping in front of a moving
car. The drivers also expressed concern over "*not being able to see
pedestrians*" at night or near bus stops. The drivers said that they
"*try to stay alert*" when they are near pedestrians.

In areas where there are numerous pedestrians (the Georgetown section of
Washington, D.C. and on college campuses were two examples that they
gave) the drivers said that they are more cautious. They said that they
"*expect to see pedestrians in these locations*" and behave accordingly.
On the other hand, in locations where there are not as many pedestrians
the drivers see pedestrians as having a "*secondary status to cars*."
They reported feeling that "*cars have a priority over pedestrians.*"

Several of the drivers reported having near collisions with pedestrians.
The locations for the near misses included parking lots, near the mall
in D.C., and at intersections. Some occurred at night with jaywalkers.
The drivers also reported experiencing power struggles between drivers
and pedestrians. The group also indicated that sometimes drivers "*feel
annoyed by pedestrians*." They also feel that drivers react differently
in urban versus suburban areas. Difficulties arise when "*drivers don't
know who has the right of way*."

# Knowledge of Pedestrian Countermeasures / Law

There seems to be some confusion over state laws regarding pedestrians'
right of way. A few participants reported observing signs at
intersections stating that pedestrians have the right of way. They
reported these signs to be "*helpful*."

The drivers felt that sometimes the pedestrians have a legitimate right
to the road. However, they also expressed concern over "*some pedestrian
behaviors including children playing in the street. . . pedestrians
crossing the street when the 'don't walk' sign was flashing. . .
jaywalking. . . pedestrians running across busy intersections. . . and
not walking fast enough to cross the street in the allotted time*."

All of the drivers reported driving during morning and evening rush
hours. They walk for recreation or exercise, but their main mode of
transportation is driving. They did report walking on campus and to get
to/from public transportation. They reported that they "*do not feel
safe when walking*" and said that they "*might walk more if it were
safer*."

The group reported that the presence of law enforcement has a "*strong
affect*" on their behavior. They said that they "*slow down and drive
more carefully*" when there are police officers present. Several group
members said that they have "*an automatic reaction to follow the laws
when they see a cop car*." They said that the presence of police
officers would make them more respectful of pedestrians, however, they
are usually "*more concerned about the speed limit and stopping for red
lights than pedestrians"* when they see a police officer.

The group said that sometimes drivers respect pedestrians and sometimes
not. Respect depends on the location of the pedestrians and the number
of pedestrians. The more pedestrians there are the more respect they
get. They feel that pedestrians also get more respect at cross walks
than when crossing mid-block.

Some of the group's suggestions for reducing the pedestrian safety
problem included posting signs in the middle of the street about
pedestrian laws, reducing jaywalking, and making crosswalks more
visible. A participant also said that "*speedbumps would get me to slow
down at crosswalks*," not necessarily out of concern for pedestrians,
but to protect his car. The speedbumps would also call his attention to
pedestrians. Another suggestion was using "*cameras at crosswalks*" to
make drivers more cautious, but these "*need to have \[law\]
enforcement"* to be effective.

The group stated that reflective material on clothing/shoes "*works*."
Several group members said that "*white clothes \[are\] not as good*" as
reflective wear.

# Messages / Concept Evaluation

The group reported finding children "*very effective*." The males talked
about how even if they did not have children, they have "*nieces and
nephews*" and "*friends or neighbors with kids*." Some of the
participants also said that they think about having children in the
future and how this would affect their kids.

Some suggestions that they have for effective PSAs included surprises,
someone getting hit by a car, and showing the effects of reckless
behavior. They thought that using gory images was a good way to get
messages to stand out. They also liked the idea of something that
"*looks like a normal commercial and then bam someone gets hit*."

They find the use of "*shocking messages*," "*fear*," loss of money and
possible jail time as strong motivators. If law enforcement is going to
threaten ramifications for breaking laws, then they have to follow
through with them to be effective. The idea that "*this \[negative
consequences\] can happen to you*" hits home with this group.

Some aspects of ads that get the audience's attention include "*silence
on the radio*," messages that are "*short and to the point*," the sound
of "*cars crashing*," a voice that does not "*sound like a radio DJ*,"
"*fake news reports*," the sounds of "*a car engine without talking*,"
and "*something different*." They all agreed that silence would get
their attention. They also found children's voices to be impactful.
"*Radio static*" or "*the sound of a radio changing stations*" would
also get their attention.

They find the repetition of a message across media to be effective and
like appealing to the "*commonsense of drivers*." Some celebrities that
they mentioned as spokespersons included Michael Jordan, George Bush,
and James Earl Jones.

Catchy slogans are essential. The group thought mail fliers might be
effective. They also suggested TV PSAs, pace cars, and CDs. Gas stations
are another venue the group identified. Billboards were also "*worth a
try*" in their opinion.

They felt that celebrities might "*not be shocking enough*," however,
"*someone with personal experience is very persuasive*." For someone
with personal experience, they suggested drivers who had hit someone or
pedestrians who were hit by a car. They also discussed bumper stickers.

Instead of using typical statistics, they suggested using the "A
pedestrian is killed or injured every 7 minutes in a traffic accident."
And then following that up 7 minutes later with "*another one just
died*." They thought that approach would be more thought provoking than
just the statistic.

The drivers liked "Stay Alert: You never know who you might run into."
For images to couple with the message, they suggested using "*a child in
a crosswalk*," "*a parent and child*," or a child chasing a ball across
the street. They liked using the driver's perspective of steering wheel
and windshield. They also thought "*shocking images*," such as "*body
bags*," could be effective. "They won't bounce back from this one." Was
not as appealing to the group. They said that it reminded them of a
"*sports team*."

Overall the group preferred live action to animation. They said that the
message should be "*witty and unexpected.*" "*Irony is good*." Humor
appeals to them. "*Shocking and surprising messages*" are also
effective. A "*car careening around a corner and screeching to a halt*"
would get their attention. Followed by a "'*thank you' from the person
who didn't get hit*."

Federal Highway Administration

**Pedestrian Safety Countermeasures Education**

## LISBOA, Inc. Focus Group Topline Summary

**18 - 25 Year Old Drivers -- Los Angeles, CA**

**12/4/01**

The second of two focus groups in Los Angeles, CA was held with 18 --25
year old male and female drivers. There were 3 women and 6 men. The
purpose of this group was to understand how drivers perceive pedestrians
they encounter in traffic situations, their understanding of the law
regarding pedestrians, and 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 keep pedestrians safe.

# Awareness of Pedestrians

The drivers in this group use side streets, neighborhood streets, and
the freeway. Most seemed to prefer using side streets and taking
shortcuts, more than taking the freeways, whenever possible. All said
they encounter pedestrians throughout the day, at different times of the
day. Typically, this group of respondents said they are concerned about
pedestrians not paying attention to traffic and pedestrian road signs,
taking too long to cross the street, crossing in the middle of the
street, and children possibly running in front of them. Many agreed that
pedestrians don't notice when drivers have a left turn light and start
crossing the street without noticing that drivers are waiting for them
to finish crossing and, in turn, miss their light and block traffic.

-   *"You have to give them the right of way. But if they are far away
    I'll just floor it."*

-   *"There are lots of shoppers. Elderly. Most don't look before they
    cross -- they just go."*

Another major concern was not noticing pedestrians at night. They felt
there should be more lights at night. One of them said that since
crosswalks are not lit, *"it would be easy to hit someone if you weren't
paying attention."* A respondent brought up the flashing lights on some
crosswalks, and they *"are good for the pedestrians."*

Some of the participants admitted to having a near-collision with a
pedestrian. One of the respondents again brought up making a left turn
as a dangerous situation. He said, *"You're paying attention to oncoming
traffic and looking at the light. You're not looking for pedestrians."*
After the near-misses, some of the participants admitted to feeling
"scared."

Nevertheless, the respondents did not seem very concerned about hitting
a pedestrian. Some of their comments included:

-   *"I'd be more concerned about hitting a dog."*

-   *"I don't even think about it....until they're in front of you."*

-   *" When you first start driving \[when you learn\] you think about
    it, but later you don't."*

-   *"I don't think about it unless they're in my way."*

-   *"I just think about getting where I'm going."*

-   *"I concentrate on traffic."*

The respondents said they drive at all times of day. Some drive more
during the morning and evening rush hours. Depending on their
occupation, others drive in the middle of the day. On weekends, they
drive at any point of the day.

On the other hand, they said that they walk rarely. One of them
explained, *"LA is too spread out."* But one of the participants said
she walks *"all the time....in my area everything is close by."* On the
occasions they walk, they admitted to not feeling very safe as
pedestrians. A respondent explained, *"\[Drivers\] are talking on cell
phones, they're speeding, they're not paying attention."* Another said
he feels self-conscious and added, *"I feel like I'm the only person
crossing the street."* Others said:

-   *"In crosswalks, I'm OK."*

-   *"In the morning rush hour, no."\
    "In the afternoon it's OK."*

-   *"I feel pretty safe unless I'm in an area with lots of traffic. If
    I'm in an area with a lot of people, I'm OK."*

When the respondents see police nearby, they slow down. If they
pedestrians in a corner, they *"pay attention."* One of them said he
slows down near schools. Another said that when he sees a large crowd of
people waiting to cross, he wants to hurry past them because he doesn't
want to wait for them to finish crossing the street.

The respondents don't feel that drivers respect pedestrians. They don't
want to hurt them, but they don't want them in their way, either. One of
them said that drivers don't pay attention to pedestrians as much as
they should. Another, somewhat jokingly, said *"Most would rather drive
them over to get them out of the way."*

The drivers said that more crosswalks with flashing lights would get
their attention, as would crossing-guards. Brake lights and "children at
play" signs got the attention of the younger guys in the group. One of
them added, *"I don't want to hit a kid."* The other occasions when
younger male drivers in the group notice pedestrians are when the
pedestrian is *"a good looking girl."*

The respondents admitted to "zoning out" often. One said she's arrived
at her home without knowing how she got there. Other times the drivers
have zoned out were when they *were "stuck in traffic,"* and on weekends
on Sunset Boulevard when, *"everyone is looking at everyone, at the
girls, you're not paying attention."* One of the participants
explained*, "Driving is so secondary. It's easy to zone off."*

# Knowledge of Pedestrian Countermeasures / Law

The respondents did not recall there being a pedestrian safety education
section during their driver's test. One of them remembers that when a
school bus stops and lowers its "Stop" arm and turns on its flashers,
all traffic is supposed to stop. Another respondent repeated that the
law is that pedestrians have the right of way. They felt that all
drivers should be reminded of the laws regarding pedestrians whenever
they get their license renewed.

The drivers knew that a flashing "Walk" sign means that *"there are
people crossing,"* and that a flashing "Don't Walk" sign means that
pedestrians must not begin crossing the street. One of the respondents
added, regarding the flashing "Don't Walk" sign, *"If you're in the
middle \[of the street\], hurry up."* Other laws the respondents were
aware of were that drivers *"have to wait until the pedestrians have
crossed \[the street\] the whole way,"* and *"When there's a pedestrian
at a crosswalk, you're supposed to stop."*

The drivers in the focus group said they slow down when they see
pedestrian near the road. One of them added that he's noticed that some
drivers don't slow down, but stressed that when he sees children nearby,
he *"slows down even more."*

*"Out of sight, out of mind,"* is how one of the drivers responded when
asked if he looks, or remembers to look, for pedestrians when he's
turning left or right. Another said that she does not look out for them
*"unless they are there."* One of them added, *"It's like I have
blinders on. I'm just looking ahead."* It is hard for the respondents to
see pedestrians at night, and in the day when there is heavy traffic and
pedestrians may be *"behind cars."*

The drivers all agreed that pedestrians are "legitimate road users," but
their comments hinted a different attitude. Some of their replies
included:

-   *"When you're in the car, you want them to hurry up."*

-   *"If you have time in your hands, it's OK to let them cross."*

-   *"In the morning on the way to work you want to mow them down."*

# Message / Concept Evaluation

The respondents were asked to list memorable public service campaigns.
They feel the anti-smoking "Truth" campaign is effective. One of the
younger male participants described another PSA that grabbed his
attention. It shows a cop standing in front of train tracks at a train
crossing saying, "Pay the fine, or pay with your life." The respondent
said the spot *"opens his eyes"* because he lives near train tracks. One
of the women in the group mentioned a billboard on Sunset Boulevard
picturing a woman in a car looking for something in the back seat while
a pedestrian is crossing in front of her. The anti-drug campaign's "This
is your brain on drugs" PSA is also memorable, as is the McGruff "Take a
bite against crime" campaign.

Television advertisements that get this group of respondent's attention
include the Old Navy "Performance Fleece" ads, particularly *"the
colors, the catchy tune, and the old lady with the glasses."*
Commercials for The Gap and *"Brittany Spears doing Pepsi"* are also
attention-getters for this group of drivers.

The participants were asked to respond to the following facts:

4.  [5,000 pedestrians are killed each year in traffic
    accidents]{.underline}.

> Whereas some of the respondents were not "impressed" with this
> statistic, it triggered suggestions for possible images. One of the
> participants recalled the home video/drunk driving PSA series and said
> that it "put a face with the numbers." Another participant felt that
> personalizing the statement would make it more effective and
> suggested, *"Have a driver who hit someone talk about how upset she
> was."*

iii. *"It's not a lot. Not a high number."*

iv. *"People have to keep their eyes open. That could be one of their
    family members."*

v.  *"That gets my attention. You wouldn't think that many get killed."*

```{=html}
<!-- -->
```
5.  [100,000 pedestrians are injured each year in traffic
    accidents.]{.underline}

This comment did not elicit comments from the participants.

6.  [Every 7 minutes a pedestrian is killed or injured in a traffic
    accident.]{.underline}

> This statement was the most effective of the three because the
> participants found it easier to understand *7 minutes* than *100,000
> killed or injured pedestrians*.

-   *"It's a smaller number."*

-   *"It puts things into more perspective."*

-   *It's strange to think of it that way."*

The participants were shown a series of television PSAs ("You wouldn't
walk this way......Why would you drive this way?") featuring people
walking, swimming, biking, and shopping aggressively - essentially
imitating dangerous driver behaviors. They were amused by the spots, but
commented that sometimes they don't readily remember funny spots. One of
the respondents said, *"It's so hard to think of something that will get
you to change \[your behavior\]."* Again, the spots triggered the
participant's creative thinking and they made a few suggestions. They
felt current "hot" celebrities such as Matt Damon and Britney Spears
would be effective. They also thought that personalizing the setting of
the PSAs and adding local scenes would make theme even more interesting
to watch. One way to personalize the spot would be to *"show a guy
looking through his CD's and then hitting someone. We've all looked for
something in the car*.*"* Another way they suggested was to develop a
PSA that show the scene from the pedestrian's perspective, *"the image
of being hit by a car."* One of them felt using the crash test dummies
would get their attention because *"they're silly, but you know they
have a serious message."*

The participants also listened to two radio PSAs encouraging seat belt
use. The first features a girl telling her date that she wants him to
"put it on," and the second has a narrator telling his audience to
"imagine" horrible scenarios that would be similar to going through the
windshield during a crash.

Based on their reactions and comments, the respondents liked these
spots. Though they felt the first was *"good"* and *"unexpected,"* the
second one encouraged them to mentally visualize the reality of going
through a windshield. They thought the message, *"Imagine being hit by a
bus"* used in the same style as the radio PSAs would be effective.

The participants were asked to pick their favorite possible slogans.
Their comments are listed under each statement.

1.  [Take responsibility for yourself. Be safe, be smart, be
    seen]{.underline}.

-   *"It's dry, bland, too long."*

-   *"The last part is good."*

2.  [Speed less, yield more.]{.underline}

-   *"Not as catchy."*

3.  [Stay alert: You never know who you might run into.]{.underline}

### The participants liked this idea because they felt it could be used with a visual of a celebrity, or a series of spots with various celebrities. Most said this was their favorite of the possible slogans.

-   *"It could be someone famous. A supermodel, or Kobe Bryant."*

4.  [They won't bounce back from this one.]{.underline}

Some of the respondents liked this concept, but most felt it could sound
too sarcastic and *"off the wall"*

-   *"I can see someone getting hit and smashed."*

-   *"Show a scene with baby shoes laying around."*

-   *"Don't show a kid."*

-   *"People pay attention to kids."*

### Think of the impact you could make

The respondents liked this slogan.

-   *"You could show a funeral."*

-   *"Show the repercussions -- how it affects the family."*

-   *"You must be emotionally distraught after killing someone."*

-   *"It could be effective."*

Finally, the observers wanted to know under what circumstances the
participants felt they should look out for pedestrians most. Most said
in crosswalks and at night, followed by near schools, while turning left
or right, and near parks and residential areas.

# RESPONDENT SCREENER FOR

# NATIONAL PEDESTRIAN SAFETY

# ENGINEERING OUTREACH CAMPAIGN

PEDESTRIAN GROUP

**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 pedestrian safety. We are
recruiting participants for focus groups that will meet at
\_\_\_\_\_\_\_\_\_\_to discuss your thoughts and feelings about
pedestrian safety and review some messages about pedestrians. This
group, which is scheduled for December 4, 2001 at 6pm, 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 (**Note to Recruiter**: Try to obtain a mix in participants'
ages)

-   21-65, continue

-   Other, thank & terminate

2\. Gender

-   Male at least 4 per group, continue

-   Female at least 4 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\. As a pedestrian, on what occasions do you walk?

-   Work

-   School

-   Recreation

-   Errands

-   Other \_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_

5\. As a pedestrian, have you been exposed to traffic situations in the
past week?

-   (**Note to Recruiter**: traffic situations include walking near
    moving vehicles including intersections, sidewalks, parking lots,
    and roadways.)

-   Yes, continue

-   No, thank & terminate

6\. Do you have children under 10 years of age?

-   Yes, at least four per group, continue

-   No, continue

7\. Do you work outside of the home?

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

-   No, continue

8\. 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

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

-   No; continue

-   Yes; thank and terminate

10\. 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
> \_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_

# RESPONDENT SCREENER FOR

# NATIONAL PEDESTRIAN SAFETY

# ENGINEERING OUTREACH CAMPAIGN

DRIVER GROUP

**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 \_\_\_\_to
discuss your thoughts and feelings about traffic safety and review some
messages about driving. This group, which is scheduled on December 4,
2001 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 10 miles per week, please record
number of miles)

-   More than 150 miles per week, continue \_\_\_\_\_\_\_\_\_\_ miles

-   Less than 150 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
> \_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_

# 

## Description of Focus Group Participants

**Pedestrian Groups**

[Washington, D.C.]{.underline}

All of the pedestrian focus group participants had been exposed to
traffic situations in the past week and all were employed outside of the
home.

1.  Caucasian female, lives in DC, age range 36-55, walks for work,
    school, recreation, and errands, no children under 10 years of age.

2.  African American female, lives in DC, age range 36-55, walks for
    work, recreation, and errands, no children under 10 years of age.

3.  African American female, lives in DC, age range 21-34, has a child
    under age 10, walks for recreation and errands.

4.  African American male, lives in Beltsville, MD, age range 56-65, no
    children under age 10, walks for work, recreation, and errands.

5.  African American female, lives in Mitchelville, MD, age range 56-65,
    no children under age 10, walks for work, recreation, and errands

6.  Caucasian female, lives in DC, age range 56-65, no children under
    age 10, walks for work, recreation, and errands.

7.  Caucasian male, lives in Silver Spring, MD, age range 56-65, no
    children under age 10, walks for errands and recreation.

8.  Caucasian male, lives in Wheaton, MD, age range 36-55, no children
    under age 10, walks for recreation and errands.

9.  Caucasian male, lives in Rockville, MD, age range 36-55, no children
    under age 10, walks for recreation.

10. African American female, lives in Mitchelville, MD, age range 21-34,
    has a child under age 10, walks for work.

[Los Angeles, CA]{.underline}

1.  Hispanic female, lives in Los Angeles, CA, age 26, has a child under
    the age of 10, walks for recreation, errands, and exercise.

2.  African American female, lives in Los Angeles, CA, age 47, has a
    child under the age of 10, walks for recreation, errands, and
    exercise.

3.  Asian female, lives in Los Angeles, CA, age 50, has a child under
    the age of 10, walks for work, recreation, errands, and doctors'
    appointments.

4.  Caucasian female, lives in Los Angeles, CA age 78, has a child under
    the age of 10, walks for recreation and errands.

5.  Caucasian male, lives in Los Angeles, CA, age 30, does not have a
    child under the age of 10, walks for recreation, errands, and
    exercise.

6.  Asian male, lives in Hermosa Beach, CA, age 41, has a child under
    the age of 10, walks for work, school, recreation, and errands.

7.  Hispanic male, lives in Los Angeles, CA, age 32, has a child under
    the age of 10, walks for work, recreation, and errands.

8.  Caucasian male, lives in Santa Monica, CA, age 63, does not have a
    child under the age of 10, walks for recreation, errands, and
    physical therapy- he walks as much as possible.

9.  Caucasian male, lives in Los Angeles, CA, age 32, does not have a
    child under the age of 10, walks for work, recreation, and errands.
    He does not own a car and walking is his primary means of
    transportation.

10. Asian male, lives in Los Angeles, CA, age , has a child under the
    age of 10, walks for work, school, recreation, and errands.

**Driver Groups**

[Washington, D.C.]{.underline}

All of the eleven participants were male 18-25 years of age, and used
driving as their primary means of transportation.

1.  Caucasian, from Alexandria, VA, drives 300 miles per week for work
    and recreation.

2.  African American, from Bowie, MD, drives 100 miles per week for work
    and school.

3.  African American, from Bowie, MD, drives 100 miles per week for work
    and shopping.

4.  African American, from Landover, MD, drives 50 miles per week for
    work, school, and church.

5.  Hispanic from College Park, MD, drives 300+ miles per week for
    school, work, and personal travel.

6.  African American from Hyattsville, MD, drives 100 miles per week for
    work, school, and shopping.

7.  Caucasian from Gaithersburg, MD, drives 500 miles per week for work,
    church, and recreation.

8.  Caucasian from Onley, MD, drives 100 miles per week for work and
    school.

9.  African American from Riverdale, MD, drives 100 miles per week for
    work.

10. Caucasian from Middletown, MD, drives 150 miles per week for work,
    church, and recreation.

11. Caucasian from College Park, MD, drives 100 miles per week for work,
    shopping, and "road trips."

[Los Angeles, CA]{.underline}

All of the participants were 18-25 years of age, used driving as their
primary means of transportation and drive at least 4 days per week.

1.  Caucasian female, from Culver City, CA, drives 175 miles per week
    for work, school, and to doctors' appointments.

2.  Asian male, from Al Hambra, CA, drives 175 miles per week for
    school, errands, and recreation.

3.  Caucasian male, from Los Angeles, CA, drives 150 miles per week for
    work, recreation, and errands.

4.  Hispanic male, from Can Nuys, CA, drives 200 miles per week for
    work, errands, shopping, and recreation.

5.  Hispanic female, from Los Angeles, CA, drives 400 miles per week for
    errands, work, and recreation.

6.  Hispanic male, from Garden Grove, CA, drives 150 miles per week for
    work, errands, and recreation.

7.  Asian male, from Los Angeles, CA, drives 300 miles per week for
    work, socializing, recreation, and errands.

8.  Caucasian male, from Los Angeles, CA, drives150 miles per week for
    work, errands, and recreation.

9.  Caucasian female, from Los Angeles, CA, drives 180 miles per week
    for work, errands, and recreation.