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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


            
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                Section 8. Mecklenburg Safe Communities Program – Campaign to Reduce Drinking and D iving Among Latinos in the Community
8.1 Introduction

*Piensa en las Consecuencias* (Think about the Consequences) is a campaign that uses printed booklets and radio announcements to target drinking and driving among Hispanic drivers in North Carolina.

8.2 Summary (adapted from http://www.safecommunities.net/release6.html)

In 2002, the Mecklenburg County Safe Communities Program in North Carolina produced culturally sensitive materials to reduce drinking and driving among Latinos in the county. From focus groups they learned:

Use of photos and verbal information as opposed to a large amount of text was important
	Focusing on consequences to the family should be central
	Participants thought the messages should be seen and heard in a variety of places
	Many participants felt they could still drive after drinking eight or more drinksThe title of the materials is *Piensa en las Consecuencias* (Think about the Consequences). The materials also directly state, "si bebes, no manejes" or "if you drink, don't drive."

Following the research, two RadioNovelas (public service announcements) and a PhotoNovela (booklet) were produced. The first RadioNovela involves a woman being informed by a police officer that her husband has died in an impaired driving crash. The woman is concerned about taking care of the family and how they will manage without her husband. The second RadioNovela involves a man who has been injured in a drunk driving crash. A physician informs him that he was unable to save his leg during an emergency operation. The man is then concerned about how he will be able to take care of his family. The PhotoNovela booklet is a series of photographs that tell a story (not specified). It is a genre popular among Latinos.

8.3 Questions answered

What types of messages are most likely to have the most impact? What tone should the messages have? Should humor be used, or would messages with "shock value" have more impact?

Focus group participants indicated that the use of photos and verbal information was important. The two RadioNovelas portray impacts of motor vehicle crashes on families.

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

This campaign used radio and print media. The report does not identify the radio station(s).

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

This campaign used Spanish materials – two RadioNovelas and one PhotoNovela. It did not include English, or Portuguese.

8.4 Outstanding questions

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

This campaign did not address pedestrian and bicycle safety.

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

This campaign did not target specific Hispanic groups or age groups.

Should different cultural groups be targeted and why?

This campaign did not target different cultural groups.
      
  Book traversal links for Section 8. Mecklenburg Safe Communities Program – Campaign to Reduce Drinking and D iving Among Latinos in the Community
      ‹ Section 7. ¡Yo camino – yo cuento!
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                    Section 9. Corazón di mi vida – Preliminary Findings: Yearlong Pilot Test ›
                
                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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