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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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                                Overview
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                Evaluation of Pedestrian Countermeasures in Three Cities: San Francisco, Las Vegas and Miami
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                Section 7. ¡Yo camino – yo cuento!
7.1 Introduction

The purpose of the ¡Yo camino – yo cuento! (I walk – I count!) campaign is to encourage people to walk more often for short, purposeful trips.

7.2 Summary

This campaign, developed by the North Central Texas Council of Governments, encourages people to walk more often for short, purposeful trips. The Jefferson Boulevard and Bishop Arts area of Dallas was selected as the first district to be targeted by the campaign. A group of key stakeholders (not specified in the press release) formed a committee to provide input and direction on potential strategies, as well as messages and graphics, for the campaign. Characters from the Baldo comic strip are featured in the campaign materials, which include billboards, door decals and brochures. The billboards contain the slogan "Una Familia Activa Vive Mejor. ¡Camina!" (An Active Family Lives Better. Walk!), and will be installed at strategic locations around the district. The door decals contain the logo, "¡Entrale! Come in!" The Baldo comic strip characters are also featured on a bilingual brochure, "Caminar – ¡Un hábito que vale la pena fomentar!" (Walking – A habit worth forming!) The brochure lists reasons to walk, suggestions on destinations, safety tips, walking gear tips, steps to fitness walking, and walking goals.

7.3 Questions answered

What types of messages are most likely to have the most impact?
What are the best "media" for getting the messages across? Could the messages be effectively promoted in specific locations frequented by Hispanics?

This campaign relies on slogans that encourage walking and illustrations of comic strip characters who are enthusiastic about walking. The materials include billboards, door decals and brochures. The billboards are placed at strategic locations and the door decals are placed on public entrances. The brochure contains "how-to" information on walking. The press release does not indicate where the brochures will be distributed.

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

The billboards are in Spanish, and the door decals are in both Spanish and English; the brochures are also bilingual. The campaign materials do not include Portuguese.

7.4 Outstanding questions

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

Although the brochure provides safety tips such as "always walk facing traffic", this campaign does not address topic areas such as understanding of pedestrian signals or impaired pedestrians. This campaign does not address bicycle safety.

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

This campaign did not target specific Hispanic groups such as migrant workers or recent immigrants.

Should different cultural groups be targeted and why?

This campaign does not target different cultural groups.
      
  Book traversal links for Section 7. ¡Yo camino – yo cuento!
      ‹ Section 6. Pedestrian Safety Campaign Planner: A Step-by-Step Guide and Materials to Implement a Public Information and Education Campaign for Pedestrian Safety
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                    Section 8. Mecklenburg Safe Communities Program – Campaign to Reduce Drinking and D iving Among Latinos in the Community ›
                
                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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