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                        Final Detailed Findings Report for Marketing Plan and Outreach Materials that Promote Pedestrian and Bicyclist Safety to Different Hispanic Populations in the US


            
            In This Section
        Pedestrian & Bicyclist Safety
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                                Community Led Pedestrian and Bicycle Resources
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                                Overview
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                Pedestrian Hybrid Beacon Guide–Recommendations and Case Study
                Safety Benefits of Raised Medians and Pedestrian Refuge Areas–Tri-Fold Brochure
                State Best Practices Policy for Medians
                State Best Practices Policy for Shoulders and Walkways (etc.)
                Evaluation of Pedestrian Countermeasures in Three Cities: San Francisco, Las Vegas and Miami
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                Section 11. The Madrina-Padrino Public Safety Project
11.1 Introduction

HAPCOA's Madrina-Padrino Public Safety Project (MPPSP) is a pilot educational program on traffic and traffic safety, developed with support from the Office of Community Oriented Policing Services and NHTSA. It educates providers at community-based organizations who in turn can educate recent Hispanic immigrants whom they serve.

11.2 Summary

The MPPSP seeks to involve the whole community, including law enforcement, to focus on educating the Latino community, or one segment of the whole. The goals are to increase

Understanding of traffic safety laws and enforcement among a small group of intermediaries that serve recently arrived Latino immigrants
	Capacity of intermediaries to deliver educational trainings to recently arrived Latino immigrants
	Understanding of the traffic safety needs of intermediaries and recent Latino immigrants among law enforcement officers in order to improve relations between the two groupsJust as a Latino child's *madrina* (godmother) and *padrino* (godfather) ensure the child's safety, the MPPSP relies on individuals and organizations to serve as *madrinas* and *padrinos* to ensure the community's safety and to counsel, advocate for and strengthen families in the pursuit of greater public safety.

The pilot test sites are Los Angeles, San Antonio and Tucson. These were selected because they have large Hispanic populations, including many recent immigrants.

11.3 Questions answered

What are the best "media" for getting the messages across?

Media outreach strategies include:

Publishing feature stories in Hispanic newspapers to create interest and build trust between the Hispanic community and law enforcement
	Using Hispanic newspapers and radio to promote the education and training to be offered by community-based organizations
	Securing TV news coverage of trainingWhich Hispanic groups should be targeted and why?

The MPPSP targets recent immigrants.

11.4 Outstanding questions

In what pedestrian and bicycle safety-related areas is communication with Hispanic audiences most needed?

The MPPSP is about traffic safety in general, so pedestrian and bicycle safety is not singled out.

What types of messages are most likely to have the most impact?

The project description does not discuss specific types of messages.

Which age groups of Hispanics should be targeted and why?

The project description does not mention any specific age groups.

Should different cultural groups be targeted and why?

The MPPSP does not explicitly target different cultural groups, but the Hispanic population of the project sites – Los Angeles, Tucson and San Antonio – is primarily Mexican.

Should materials be presented just in Spanish, or in English and Portuguese as well?

The project description does not mention whether training and outreach will be in Spanish only, or in both Spanish and English. It does not mention Portuguese.
      
  Book traversal links for Section 11. The Madrina-Padrino Public Safety Project
      ‹ Section 10. Street Smart 2004 Campaign, Washington, DC
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                    Section 12. Traffic Safety in Communities of Color ›
                
                Book:Final Detailed Findings Report for Marketing Plan and Outreach Materials that Promote Pedestrian and Bicyclist Safety to Different Hispanic Populations in the US
              SECTION 1 INTRODUCTION
                Section 2. Highway Safety Needs of U.S. Hispanic Communities: Issues and Strategies
                Section 3. Hispanic Pedestrian and Bicycle Safety: Report of Focus Group Discussions in Washington, New York, Miami, and Los Angeles
                Section 4. The Pedestrian and Bicyclist Highway Safety Problem as It Relates to the Hispanic Population in the United States
                Section 5. Pedestrian Safety Program for Hispanic Populations
                Section 6. Pedestrian Safety Campaign Planner: A Step-by-Step Guide and Materials to Implement a Public Information and Education Campaign for Pedestrian Safety
                Section 7. ¡Yo camino – yo cuento!
                Section 8. Mecklenburg Safe Communities Program – Campaign to Reduce Drinking and D iving Among Latinos in the Community
                Section 9. Corazón di mi vida – Preliminary Findings: Yearlong Pilot Test
                Section 10. Street Smart 2004 Campaign, Washington, DC
                Section 11. The Madrina-Padrino Public Safety Project
                Section 12. Traffic Safety in Communities of Color
                Section 13. Traffic Safety in Latino Communities: National Program to Design Effective Multi-Media Campaigns to Reduce Motor Vehicles Crashes in Communities of Recent Latino Immigrants – Focus Group Results with Latino Immigrants in Three U.S. Cities
                Section 14. Conclusion
                Section 15. Bibliography U.S. DEPARTMENT OF TRANSPORTATION

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