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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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                Evaluation of Pedestrian Countermeasures in Three Cities: San Francisco, Las Vegas and Miami
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                Section 5. Pedestrian Safety Program for Hispanic Populations
5.1 Introduction

NHTSA's three-part program, *Caminando a Través de los Años* (Walking Through the Years), is intended to address the needs of the Hispanic population.

5.2 Summary

NHTSA is developing a three-part Spanish-language pedestrian safety program, *Caminando a Través de los Años* (Walking Through the Years). The first two components are available from NHTSA's Office of Communications and Outreach. The first component targets older pedestrians. It consists of a report, a slide program with a presenter's guide, a brochure and a video telenovela. The second component addresses risks to child pedestrians and targets parents and other adult caregivers. The materials include a telenovela entitled "Amigos para Siempre" (Friends Forever), a bilingual brochure and an educator's guide. The third component is under development. It will deal with the impaired pedestrian problem.

5.3 Questions answered

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

The third component of this program is under development and will deal with impaired pedestrians.

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

This program uses a report, a slide program with a presenter's guide, an educator's guide, brochures and telenovelas.

Which Hispanic groups should be targeted and why?
Which age groups of Hispanics should be targeted and why?

This program targets older pedestrians and children.

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

This program includes Spanish telenovelas and a bilingual brochure. The description does not indicate whether the report and the slide program are in Spanish or in English, or both. The program does not appear to include Portuguese.

5.4 Outstanding questions

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

This program does not address bicycle safety.

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

The description does not indicate what messages are conveyed in the program.

Should different cultural groups be targeted and why?

This program does not appear to target different cultural groups.
      
  Book traversal links for Section 5. Pedestrian Safety Program for Hispanic Populations
      ‹ Section 4. The Pedestrian and Bicyclist Highway Safety Problem as It Relates to the Hispanic Population in the United States
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                    Section 6. Pedestrian Safety Campaign Planner: A Step-by-Step Guide and Materials to Implement a Public Information and Education Campaign for Pedestrian Safety ›
                
                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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