Symposium

Traffic Safety Culture and the Safe System
Approach for Achieving Vision Zero
Professor Nicholas WardDirector, Center for Health and Safety Culture
6TH GLOBAL INTERACTIVE FORUM ON TRAFFIC AND SAFETY, TOKYO, 2020

Purpose?

EU Safety 2019 Conference
Luxemburg, October 3 – 4, 2019

Change
Behavior!
EU Safety 2019 Conference
Luxemburg, October 3 – 4, 2019

Crashes

Source: DOT HS 812 115

EU Safety 2019 Conference
Luxemburg, October 3 – 4, 2019

Influences
Biology

Psychology

PhysicalEnvironment

EU Safety 2019 Conference
Luxemburg, October 3 – 4, 2019SocialEnvironment

Culture

BehaviorEU Safety 2019 Conference
Luxemburg, October 3 – 4, 2019

Identity[source: unsplash.com]
EU Safety 2019 Conference
Luxemburg, October 3 – 4, 2019

Belonging
Group AcceptanceGroup Rejection[source: verywellfamily.com]
EU Safety 2019 Conference
Luxemburg, October 3 – 4, 2019

Cooperation[source: historiaija.blogspot.com]
EU Safety 2019 Conference
Luxemburg, October 3 – 4, 2019

Definition“If behaviors are the target of change, … thenbehaviors must be understood as something
informed by BUT separate from culture”- Myers et al., 2014, p. 27“Culture”“Culture”

Explain

ExplainBeliefs

Behaviors

Artifacts?

Beliefs

Predict

Predict

EU Safety 2019 Conference
Luxemburg, October 3 – 4, 2019Common Language:
Key concepts and standard terminology.

Vision Zero

Vision Zero represents the goal of eliminating all traffic
fatalities and serious injuries. It is a moral declaration that"zero" is the only acceptable number of traffic fatalities andserious injuries in our society.

Safey System Approach"The safe system approach to road safety is a holistic view which
provides a framework to assess, guide and improve travel safety. At
the core of this is the need for responsibility for reducing risk to beshared by road users and those [stakeholders] who design, maintainand operate all parts of the road transport system." RoadWise Program

Traffic Safety Culture"Traffic safety culture encompasses the shared values,
assumptions, and beliefs that influence road user behaviors
and stakeholder actions." FHWA Compass

EU Safety 2019 Conference
Luxemburg, October 3 – 4, 201911

Shared Understanding:
Understanding relationship amongst concepts.

Traffic Safety
Culture is ourfoundation.

The Safe System
Approach is ourstrategy.

Vision Zero is ourtarget.

“Creating a positive traffic safety culture (TSC) is
integral to helping our nation move toward a visionof a highway system with no fatalities.” AASHTO

RTZ Coalition

EU Safety 2019 Conference
Luxemburg, October 3 – 4, 201912

FrameFearSource: https://www.youtube.com/watch?v=g-9JR2P4wWI

Hope

Source: Sussex Safer Roads
https://www.youtube.com/watch?v=ufCM4GjwKa0

EU Safety 2019 Conference
Luxemburg, October 3 – 4, 201913

Seat Belt Commercial

Source: Together for Life, Utah
https://www.youtube.com/watch?v=teK0arQV-U0&feature=emb_logoEU Safety 2019 Conference
Luxemburg, October 3 – 4, 201914

To change behavior, it isnecessary to change culture.
Before: 78% STRONGLY AGREE they want people
they care about to always wear a seat belt.

Utah Department of
Public Safety’s Highway Safety Offic
togetherforlifeutah.org

Seatbelt Use: Observed seatbelt use
increased 20% in rural counties(only 7% in urban Control counties).
Before: 52% As a driver, ALWAYS made sureeveryone was wearing a seatbelt.
Enforcement

After: 86% STRONGLY AGREE they want people
they care about to always wear a seat belt.

After: 58% As a driver, ALWAYS made sureeveryone was wearing a seatbelt.

EU Safety 2019 Conference
Luxemburg, October 3 – 4, 2019

EngineeringEMS

Thank you!

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