PERFORMANCE

MANAGEMENT 

TARGET SETTING

SAFETY

COMMUNICATION 

PLAN AND TOOLKIT
TABLE OF

CONTENTS

INTRODUCTION

SAFETY PERFORMANCE MANAGEMENT PURPOSE 2

SECTION 1: SAFETY PERFORMANCE MANAGEMENT 

COMMUNICATION PLAN

HOW TO USE THIS PLAN AND TOOLKIT 3 

SECTION 2: SAFETY PERFORMANCE MANAGEMENT 

COMMUNICATION TOOLKIT

TOOLKIT ELEMENT 1: DASHBOARD “REPORT CARD” 6

TOOLKIT ELEMENT 2: PRESENTATION SLIDES 7

 TOOLKIT ELEMENT 3: PRESS RELEASES 8

 TOOLKIT ELEMENT 4: MEMO TO TARGET APPROVERS 8

TOOLKIT ELEMENT 5: TALKING POINTS 9

TOOLKIT ELEMENT 6: SOCIAL MEDIA KIT 9

TARGET DASHBOARD 10

PRESENTATION SLIDES 10

PRESS RELEASES 11

MEMO TO TARGET APPROVERS 12

TALKING POINTS 13

SOCIAL MEDIA POSTS - TWITTER 14

SOCIAL MEDIA POSTS - FACEBOOK/LINKEDIN 15
INTRODUCTION

The Federal Highway Administration (FHWA) created a performance-based 

Highway Safety Improvement Program (HSIP) through the establishment of the 

Safety Performance Management Measures (PM) Final Rule. The Safety PM 

Final Rule appeared in the Federal Register on March 15, 2016, with an effective 

date of April 14, 2016. This Final Rule adds Part 490 to Title 23 of the Code of 

Federal Regulations to implement the performance management requirements 

in 23 U.S.C. 150.

The Safety PM Final Rule requires that State departments of transportation 

(DOTs) and metropolitan planning organizations (MPOs) establish targets for 

five safety performance measures. State DOTs also have the option to establish 

any number of urbanized area targets and one non-urbanized area target for 

any or all of the measures. These are the five performance measures reported 

annually in the State’s HSIP Final Report: 

1. Number of fatalities.

2. Rate of fatalities per 100 million vehicle miles traveled (VMT).

3. Number of serious injuries.

4. Rate of serious injuries per 100 million VMT.

5. Number of non-motorized fatalities and number of non-motorized 

serious injuries.

For more information related to the Safety PM Final Rule, including guidance, Q&A, 

target-setting and safety data resources, visit the FHWA’s Safety PM Website at 

https://safety.fhwa.dot.gov/hsip/spm/.
SAFETY PERFORMANCE 

MANAGEMENT PURPOSE

The purpose of this communication plan is to assist State DOTs and MPOs in communicating 

why safety performance targets are being established, which stakeholders are affected 

(either directly or tangentially), and how they can be involved in helping establish the targets 

or in target achievement.

Communicating to those with a role or interest 

in the process or outcomes throughout all 

stages of the safety performance target-setting 

process is important and impacts audiences 

of varying expertise. This communication plan 

and associated communication toolkit items are 

valuable tools that can:

• Encourage action towards meeting 

performance targets.

• Provide guidance on safety target setting with 

wider input from more audiences.

• Support implementation of activities that help 

achieve targets.

• Share the underlying rationale with the public 

on how targets were established and gain their

cooperation in meeting safety targets.

Communicating why safety targets are being 

established and how we can achieve them to such

a variety of audiences will have its challenges. As 

States and MPOs seek stakeholder input, many 

groups may cite challenges that cause them to be 

hesitant in supporting the safety targets. Some of 

these challenges could include:

• Lack of influence in how and where safety 

funds are expended. 

• Differences in numerical or “philosophical” 

safety performance targets between State and 

local organizations, or even internally between 

State DOT offices.

• Choices (human factors) that cause 

fatalities no matter how safe we make the 

infrastructure.

• Alignment between zero death goals (longterm) and the reality of the recent climb in 

fatalities (short-term) and how this affects 

short-term targets.

• Volatility of scenario-based forecasting.

• Communicating to the public that every 

investment, driving decision, and business 

practice has an outcome that either pushes 

us closer to or pulls us away from target 

achievement.

Section 1 further describes why safety 

performance targets are established, which

stakeholders are affected, and how each can 

be involved in helping establish the targets or in 

target achievement.

This Communications Plan and Toolkit is organized into two sections:

Section 1:SAFETY PERFORMANCE 

MANAGEMENT COMMUNICATION PLAN 

which describes how to use the plan and 

outreach items.

Section 2: SAFETY PERFORMANCE 

MANAGEMENT COMMUNICATION TOOLKIT 

which describes each tool, gives instructions 

for use, and specifies the targeted audience and 

forums for use.

SAFETY PERFORMANCE MANAGEMENT TARGET SETTING

PAGE NO: 2 HTTPS://SAFETY.FHWA.DOT.GOV/HSIP/SPM/
SECTION 1: 

SAFETY PERFORMANCE 

MANAGEMENT COMMUNICATION 

PLAN

How to Use This Plan and Tool

The Safety Performance Management 

Communication Plan and Toolkit describes:

1. The variety of audiences who will have a 

lead or supporting role in target setting and 

achievement or who may be interested in 

potential outcomes and impacts associated 

with implementing Safety Performance 

Management.

2. The communications and messages in which 

these groups will most likely be interested or 

questions they may have.

3. The elements of the Communications Toolkit

that can be used to develop customized 

messages, including guidance on appropriate 

communication forums and whom the 

messages target. 

Working with audiences of varying technical 

knowledge and perspectives related to safety 

performance management will bring out a variety 

of sometimes competing priorities among 

groups. While the goal of safety performance 

management is to work toward zero deaths and 

serious injuries on our roadways, some groups 

might perceive the target-setting effort as an 

opportunity to seek additional safety funding, 

whereas others might simply want their voices to 

be heard and to provide input that more closely 

aligns with other State goals (e.g., public health 

goals, other transportation goals). Still others 

require nothing, and for these groups, messaging 

is purely informational. 

It is also important to be mindful of the 

relationship among those who (1) set and make 

progress toward the targets, (2) have input into 

the target-setting process, and (3) have no role 

in target setting. Safety is a shared responsibility 

among those who design, build, manage, and 

use roads and vehicles. All elements of the road 

system should come together in an integrated 

way to design and maintain a safe system that 

will contribute to improved transportation safety. 

COMMUNICATION PLAN AND TOOLKIT

HTTPS://SAFETY.FHWA.DOT.GOV/HSIP/SPM/ PAGE NO: 3
Audience and stakeholder parties fall into four distinct groups, and all rely upon one another. 

Figure 1, on page 5, illustrates the relationships among these groups, which include:

GROUP 1:

TECHNICAL EXPERTS

State DOTs, MPOs, local 

agencies, FHWA

Are held accountable for target 

achievement and may need data, 

assistance with analysis, or target 

approval. Staff from FHWA and the 

National Highway Traffic Safety 

Administration (NHTSA) are available to 

provide technical assistance to this group.

GROUP 2:

TARGET SUPPORTERS

Local and Tribal road 

agencies, planners, 

enforcement, emergency 

medical services

May provide economic, demographic, and 

other data but in return require a deeper 

understanding of the effort, the possible 

result, and why it matters to them. 

GROUP 3:

GENERAL PUBLIC & MEDIA

Those who may want 

information or the opportunity 

to participate in transportation 

processes

May be positively influenced to 

make wiser roadway safety decisions 

and to share safety messages with 

their peers.

GROUP 4:

TARGET APPROVERS

State DOT decision makers, 

State highway safety offices, 

MPO policy boards, and 

elected officials

Provide the final approval before annual 

targets are set. This group holds an 

interest in achieving performance targets 

across a variety of topics and needs to 

ensure that targets complement other 

goals across the organization.

SAFETY PERFORMANCE MANAGEMENT TARGET SETTING

PAGE NO: 4 HTTPS://SAFETY.FHWA.DOT.GOV/HSIP/SPM/
TECHNICAL EXPERTS

Target Supporters General Public & Media

(State DOTs, MPOs, FHWA)

Establish and meet safety performance targets.

Meet 4 of 5 targets 

or improve baseline 

performance

Safety project 

selection and funding, 

complex factors to 

consider

Understanding the 

issues, need for 

harmonized 

collaboration

Eliminate roadway fatalities 

and serious injuries

 (Local, Tribal Road Agencies, 

Planners, Enforcement, EMS)

Interested, educated, engaged.

Collaborative Process to Set and Achieve 

Safety Performance Measure Targets

Shares messages of roadway 

safety urgency among peers.

(DOT CEOs, MPO Policy Boards, State highway 

safety oces, and Elected Ocials) 

Ensure targets align with core 

business practices.

Target Approvers

Make wiser roadway safety 

decisions 

Wants wiser use of 

safety funds Want inuence into HSIP 

spending for local roads

Support target achievement

Provide aggregated 

data/analysis 

Want safety-driven 

project selection

Seek collaboration 

on targets

Educate and inform 

on ways to improve 

roadway safety

Seek participation

Figure 1. Collaborative Process to Set and Achieve Safety Performance Measure Targets.

COMMUNICATION PLAN AND TOOLKIT

HTTPS://SAFETY.FHWA.DOT.GOV/HSIP/SPM/ PAGE NO: 5
SECTION 2: 

SAFETY PERFORMANCE 

MANAGEMENT COMMUNICATIONS 

TOOLKIT

This section describes each toolkit element, when and how to use each tool, the key messages and 

audiences related to each tool, and how to customize each tool to the agency’s context.

The dashboard report card is a customizable graphic that 

displays progress being made on all five Safety Performance 

Measures and indicates whether targets are being achieved.

Agencies and MPOs should update this graphic in “real time,” 

or annually after progress has been evaluated. Dashboards 

serve as a way to share “how we’re doing” with interested 

audiences. The graphics for each measure can be added 

to websites or placed in presentations or press releases to 

create visibility, generate discussion, and track progress.

Follow instructions within the Microsoft Excel tabs (one 

for each PM). Graphics will auto-populate and can be 

embedded into website content, used in memos and emails, 

or placed in other communication pieces. 

DESCRIPTION

WHEN TO USE

HOW TO USE

TARGET AUDIENCE

TARGET 

APPROVERS

TARGET

SUPPORTER

MEDIA

& PUBLIC

TECHNICAL

EXPERTS

TOOLKIT 

ELEMENT 1:

DASHBOARD

“REPORT 

CARD”

link to eleMent 1

Figure 2. Example of Fatality Performance Measure graphic.

Number of Fatalities

Target: 200

Target Zero

292.6

SAFETY PERFORMANCE MANAGEMENT TARGET SETTING

PAGE NO: 6 HTTPS://SAFETY.FHWA.DOT.GOV/HSIP/SPM/
f Non-motorized 

s and Serious 

juries

These slides communicate, inform, and remind viewers of 

the previous year’s target-setting process and the results 

(if known or are being tracked in “real time”). They assist 

with soliciting input on:

1. Refinements to the next year’s target-setting process, 

including data elements used and analyses performed, 

stakeholders consulted, and reprioritization of programlevel efforts and projects necessary to achieve the 

desired results.

2. Potential refinements in practices that could help 

yield success.

3. How these groups can affect target achievement. 

4. How to communicate rising targets (if applicable).

Consider using slide decks at forums where 

stakeholders discuss how safety visions align, but also 

where opportunities for improved collaboration and 

refined practices exist.

Fill in red text throughout slides with agency- or topicspecific speaking points.

• If the State met its targets or improved its baseline 

performance on 4 out of 5 performance measures, 

delete slide 6.

• If the State did not meet its targets or improve baseline 

performance on 4 out of 5 performance measures, 

remove slide 5.

• If the State will not have rising targets, remove slide 9.

DESCRIPTION

WHEN TO USE

HOW TO USE

Note: The slides are intentionally unformatted. This allows agencies to drop slides 

into agency or event branding, as developed by your communications team.

TARGET AUDIENCE

TARGET 

APPROVERS

TARGET

SUPPORTER

TECHNICAL

EXPERTS

MEDIA

& PUBLIC

TOOLKIT 

ELEMENT 2:

PRESENTATION

SLIDES

link to eleMent 2

COMMUNICATION PLAN AND TOOLKIT

HTTPS://SAFETY.FHWA.DOT.GOV/HSIP/SPM/ PAGE NO: 7

Setting Safety Performance Targets – Recap

• Last year’s performance story included:

• [List who was consulted during the setting process and the 

forums used to discuss and vet preliminary targets]

• [List the data used to determine targets]

• [List assumptions made] 

• [Describe how planned improvements and the current 

application of HSIP resources were reviewed]

It’s time to revisit 

Safety Performance Measures

The Safety PM Final Rule* requires that State DOTs and MPOs establish 

targets for each of these five safety performance measures: 

1. Number of fatalities.

2. Rate of fatalities per 100 million vehicle miles traveled (VMT). 

3. Number of serious injuries.

4. Rate of serious injuries per 100 million VMT.

5. Number of non-motorized fatalities plus non-motorized serious 

injuries.

*The Safety PM Final Rule adds Part 490 to title 23 of the Code of Federal Regulations to implement the performance management 

requirements in 23 U.S.C. 150.

How did we measure up?

Performance Measure

Number o Number of Fatality Number of Serious Injury Performance Fatalitie Fatalities Rate Serious Injuries Rate (5-year rolling avg.) In

Baseline

Target

Estimated

We met 4 of 5 targets. Now what?

• Were our targets data-driven? Achievable? Realistic?

• Too easy?

• Too aggressive?

• Did we account for and quantify external factors?

• Is our data still applicable or has something 

drastically changed?

• Did we include all the relevant partners?

• Is there anything on which we can improve?

PSD Graphics

We did not meet 4 of 5 targets, nor was our 

performance better than baseline. Now what?

• Requirements: 

• Develop HSIP Implementation Plan

• Use HSIP obligation authority

• Where did we bust?

• Are our data still applicable or has something 

drastically changed?

• Did we include all the relevant partners?

• Where or how can we can improve?

• How does HSIP and “non-safety” projects factor into the mix?

Dreamstime

Keep the process the same or revise?

• Based on last year’s [success toward/not having met] [NUMBER] of 

five safety performance targets, do we:

• Keep the process the same?

• Revisit, revise, and re-strategize?

• Let’s define HOW we will establish this year’s targets:

• Step 1: Develop a timeline for this year’s target setting process.

• Step 2: 

• Step 3: 

Let’s brainstorm....

• How can we:

• Achieve even greater progress next year and save more lives?

• Meet next year’s targets? Future years’ targets?

Communicating Rising Targets 

How to communicate rising targets or increasing trends? 

• Some States say...

• “...rising targets reflect reality, since fatalities are climbing...”

• Other States say...

• “...rising targets may give the impression that we are ok with 

additional lives lost...”

Freeiconspng.com

Safety Performance 

Management Target Setting

Figure 3. Presentation template and slides.
TARGET AUDIENCE

DESCRIPTION Press releases communicate that the DOT, in collaboration with 

safety partners, has either (1) established safety performance 

targets or (2) is beginning the process of establishing targets.

Each press release directs readers to a website for more 

information, asks the public to contribute to the process, and 

encourages people to use safe biking, walking, and driving habits.

WHEN TO USE Consider using a press release during target setting, after 

targets have been established, and potentially again after 

performance has been reported. 

HOW TO USE Fill in red text with agency- or contact-specific information. 

Use the appropriate press release, depending on the phase of 

target setting.

TARGET 

APPROVERS

MEDIA

& PUBLIC

TECHNICAL

EXPERTS

TOOLKIT 

ELEMENT 3:

PRESS 

RELEASES

TARGET

SUPPORTER

link to eleMent 3

SAFETY PERFORMANCE MANAGEMENT TARGET SETTING

PAGE NO: 8 HTTPS://SAFETY.FHWA.DOT.GOV/HSIP/SPM/

TARGET

SUPPORTER

TARGET AUDIENCE

The memo summarizes activities and plans for the leaders in 

organizations involved in the target approval process.

Consider developing memos when approvals are needed for 

the target-setting methodology and inputs, when making a 

recommendation as to stakeholders to be consulted, and to 

update leaders on the previous year’s performance. 

Fill in red text with agency- or contact-specific information. 

DESCRIPTION

WHEN TO USE

HOW TO USE

TOOLKIT 

ELEMENT 4:

MEMO TO 

TARGET 

APPROVERS

link to eleMent 4

TECHNICAL

EXPERTS

TARGET 

APPROVERS

MEDIA

& PUBLIC
TARGET AUDIENCE

Talking points communicate the safety performance target 

setting process and achievement. 

Consider using talking points when short interactions take 

place with the public and target supporter groups. Their 

purpose is twofold: to support conversations on how each 

group can contribute to target achievement and to describe 

the performance measures themselves.

Fill in red text with agency- or contact-specific information. 

DESCRIPTION

WHEN TO USE

HOW TO USE

TOOLKIT 

ELEMENT 5:

TALKING 

POINTS

TARGET 

APPROVERS

TARGET

SUPPORTER

MEDIA

& PUBLIC

TECHNICAL

EXPERTS

link to eleMent 5

TARGET AUDIENCE

The social media kit communicates activities and updates during 

the three phases of the safety performance target-setting process 

(i.e., setting, performance, and achievement periods) using for 

example, Twitter, Facebook, or LinkedIn. Postings could also 

include graphics and hashtags, as appropriate.

All stages of target setting. 

Fill in red text with agency- or contact-specific information. 

Be sure to update posts with correct links each year.

DESCRIPTION

WHEN TO USE

HOW TO USE

TOOLKIT 

ELEMENT 6:

SOCIAL 

MEDIA KIT

TARGET 

APPROVERS

TARGET

SUPPORTER

MEDIA

& PUBLIC

TECHNICAL

EXPERTS

link to eleMent 6

COMMUNICATION PLAN AND TOOLKIT

HTTPS://SAFETY.FHWA.DOT.GOV/HSIP/SPM/ PAGE NO: 9
TOOLKIT 

ELEMENT 1 TARGET DASHBOARD

Create this dashboard gauge to visually represent how a State is performing in each safety performance 

measure, compared to baseline values and the established target. 

Number of Fatalities

Target: 200

Target Zero

292.6

The green range indicates the values from zero to the target set. 

The yellow range indicates the values from the set target to the baseline value. 

The red range indicates the values from the baseline to the maximum number of 

fatalities contributing to the 5 year rolling average.

Paste the graphic into any Microsoft program, or move it to a 

graphic program to create a jpg.

download excel workshe

f Non-motorized

s and Serious

juries

TOOLKIT 

ELEMENT 2 PRESENTATION SLIDES

BaCk

SAFETY PERFORMANCE MANAGEMENT TARGET SETTING COMMUNICATION PLAN AND TOOLKIT BA

Setting Safety Performance Targets – Recap

• Last year’s performance story included:

• [List who was consulted during the setting process and the

forums used to discuss and vet preliminary targets]

• [List the data used to determine targets]

• [List assumptions made] 

• [Describe how planned improvements and the current 

application of HSIP resources were reviewed]

It’s time to revisit 

Safety Performance Measures

The Safety PM Final Rule* requires that State DOTs and MPOs establish 

targets for each of these five safety performance measures: 

1. Number of fatalities.

2. Rate of fatalities per 100 million vehicle miles traveled (VMT).

3. Number of serious injuries.

4. Rate of serious injuries per 100 million VMT.

5. Number of non-motorized fatalities plus non-motorized serious 

injuries.

*The Safety PM Final Rule adds Part 490 to title 23 of the Code of Federal Regulations to implement the performance management 

requirements in 23 U.S.C. 150.

How did we measure up?

Performance Measure

Number o Number of Fatality Number of Serious Injury Performance Fatalitie Fatalities Rate Serious Injuries Rate (5-year rolling avg.) In

Baseline

Target

Estimated

We met 4 of 5 targets. Now what?

• Were our targets data-driven? Achievable? Realistic?

• Too easy?

• Too aggressive?

• Did we account for and quantify external factors?

• Is our data still applicable or has something

drastically changed?

• Did we include all the relevant partners?

• Is there anything on which we can improve?

PSD Graphics

We did not meet 4 of 5 targets, nor was our 

performance better than baseline. Now what?

• Requirements:

• Develop HSIP Implementation Plan

• Use HSIP obligation authority

• Where did we bust?

• Are our data still applicable or has something

drastically changed?

• Did we include all the relevant partners?

• Where or how can we can improve?

• How does HSIP and “non-safety” projects factor into the mix?

Dreamstime

Keep the process the same or revise?

• Based on last year’s [success toward/not having met] [NUMBER] of 

five safety performance targets, do we:

• Keep the process the same?

• Revisit, revise, and re-strategize?

• Let’s define HOW we will establish this year’s targets:

• Step 1: Develop a timeline for this year’s target setting process.

• Step 2: 

• Step 3: 

Let’s brainstorm....

• How can we:

• Achieve even greater progress next year and save more lives?

• Meet next year’s targets? Future years’ targets?

Communicating Rising Targets 

How to communicate rising targets or increasing trends? 

• Some States say...

• “...rising targets reflect reality, since fatalities are climbing...”

• Other States say...

• “...rising targets may give the impression that we are ok with 

additional lives lost...”

Freeiconspng.com

Safety Performance 

Management Target Setting

download POWERP

PAGE NO: 10 HTTPS://SAFETY.FHWA.DOT.GOV/HSIP/SPM/
TOOLKIT 

ELEMENT 3 PRESS RELEASES

SAFETY PERFORMANCE MANAGEMENT TARGET SETTING COMMUNICATION PLAN AND TOOLKIT

FOR USE DU

[STATE DOT] ASKS FOR PUBLIC INPUT ON SHORT-TERM ROADWAY SAFETY TARGETS

As [State DOT] considers how we—and you—can make a 

noticeable reduction in roadway deaths and injuries, we 

ask for your suggestions and input. [STATE] is beginning 

its annual process to evaluate past efforts and future 

potential to establish and achieve safety performance 

targets for the following measures:

1. Number of roadway fatalities.

2. Fatality rate (accounts for changes in the number of 

miles driven).

3. Overall number of roadway serious injuries.

4. Serious injury rate (accounts for changes in the 

number of miles driven).

5. The number of pedestrian, bicycle, and other nonmotorized roadway fatalities and serious injuries. 

Please consider joining us in finding ways to bring our 

families, friends, and co-workers home safely every day.

For more information on [STATE DOT’S] safety 

performance progress or results, go to [LINK] or contact 

[NAME EMAIL PHONE]. 

download word templa

FOR USE FT

MOVING TOWARDS SAFER ROADWAYS

[STATE DOT] has set its [YEAR] annual safety performance 

targets as part of its long-term goal of reducing fatalities 

and serious injuries on our roadways. Safety performance 

targets are focused on making short-term progress 

toward the ultimate goal of zero roadway deaths, which 

means families, friends, and co-workers making it home 

safely every day. 

Last year, [STATE DOT] [achieved/did not achieve] the 

established targets. As a result, [enter actions here].

For the upcoming year, [STATE DOT] has established the 

following targets through collaboration with statewide 

safety partners: 

1. [“Reduce overall” or “Limit the overall rise in the”]

number of roadway fatalities from XXX to XXX.

2. [“Reduce the” or “Limit the overall rise in the”] fatality 

rate (accounts for changes in the number of miles 

driven) from XXX to XXX.

3. [“Reduce overall” or “Limit the overall rise in the”] 

overall number of roadway serious injuries from XXX

to XXX.

4. [“Reduce the” or “Limit the overall rise in the”] serious 

injury rate (accounts for changes in the number of 

miles driven) from XXX to XXX. 

5. [“Reduce” or “Limit the overall rise in”] the number of 

pedestrian, bicycle, and other non-motorized roadway 

fatalities and serious injuries from XXX to XXX. 

Working together, we will meet these targets. One of the 

most important things you can do is consider safety while 

driving, walking, and biking. Making conscious decisions 

to obey speed limits; wearing seatbelts; avoiding 

distracted driving, biking, and walking; and driving sober 

are crucial to achieving these goals. You also can get 

involved by [INSERT HERE].

For more information on [STATE DOT’S] safety 

performance progress or results, go to [LINK] or contact 

[NAME EMAIL PHONE]. Your voice matters. Find out how 

you can be involved.

download word teMPlate

BA

HTTPS://SAFETY.FHWA.DOT.GOV/HSIP/SPM/ PAGE NO : 11
TOOLKIT 

ELEMENT 4 MEMO TO TARGET APPROVERS

SAFETY PERFORMANCE MANAGEMENT TARGET SETTING COMMUNICATION PLAN AND TOOLKIT

TO: [STATE DOT TARGET APPROVER(S) such as DOT Director, Commissioner, or Chief Engineer]

FROM:

DATE:

SUBJECT: APPROVAL OF SAFETY PERFORMANCE TARGETS FOR HIGHWAY SAFETY 

IMPROVEMENT PROGRAM ANNUAL REPORT

Each year, the Federal Highway Administration (FHWA) requires States to establish safety performance targets, as 

mandated by the Safety Performance Management Measures (Safety PM) Final Rule.1 These targets can be used to 

measure the performance of safety improvements implemented through the Highway Safety Improvement Program 

(HSIP). The overall goal is to significantly reduce fatalities and serious injuries on all public roads by creating a datadriven, performance-based HSIP. The targets, reported in the State’s annual HSIP report, are due August 31 of each year. 

Your approval is requested to help ensure [STATE] sets reasonable and achievable targets for the upcoming year.

Safety performance targets relate to the following five areas: (1) number of fatalities, (2) rate of fatalities per 100 million 

vehicle miles traveled (VMT), (3) number of serious injuries, (4) rate of serious injuries per 100 million VMT, and 

(5) number of non-motorized fatalities plus non-motorized serious injuries.

[DEPARTMENT or CONTACT NAME and TITLE] is requesting your approval regarding these targets for their inclusion 

into this year’s HSIP report. As a [WHY WOULD THEY HAVE INTEREST], you hold interest in the [SETTING/OUTCOME] 

of these targets, and [DEPARTMENT NAME] wants to consider all scenarios before finalizing targets.

Currently, these are [STATE’s] rolling 5-year averages for each performance target:

PERFORMANCE MEASURE

5-YEAR ROLLING AVERAGES

TARGET 

RATIONALE [20XX – 20XX] 

BASELINE 

PERFORMANCE

[20XX – 20XX] 

PROPOSED 

TARGET

Number of fatalities (per year) XX XX

Rate of fatalities per 100 million vehicle miles traveled XX XX

Number of serious injuries (per year) XX XX

Rate of serious injuries per 100 million vehicle miles traveled XX XX

Number of non-motorized fatalities and non-motorized serious injuries XX XX

If [STATE] is unable to meet at least four of the five targets, or if the performance outcome is not better than the 

baseline performance, [STATE] will be required to use obligation authority equal to the HSIP apportionment for HSIP 

projects only and submit an HSIP Implementation Plan.

Your input and approval is requested by [DUE DATE AND TIME] to [DEPARTMENT OR CONTACT NAME].

Any questions can be sent to [CONTACT FOR QUESTIONS].

1

 The Safety PM Final Rule adds part 490 to Title 23 of the Code of Federal Regulations to implement the performance management requirements in 23 U.S.C. 150.

download word templa

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PAGE NO: 12 HTTPS://SAFETY.FHWA.DOT.GOV/HSIP/SPM/
MEDIA

& PUBLIC

Every year, approximately [Number] roadway 

deaths occur in [State]; the goal, however, is zero. 

Establishing and achieving safety performance 

targets is a way for us to monitor progress toward 

saving lives.

TARGET

SUPPORTER

The goal is zero roadway fatalities. Establishing 

safety performance targets is a way for us to 

benchmark annual performance as we work to 

achieve the goal.

You can contribute to establishing statewide safety 

performance targets by contacting [State or MPO 

Contact Name].

States and MPOs are required to establish safety 

performance targets annually for:

1. Number of fatalities.

2. Rate of fatalities per 100 million vehicle miles 

traveled (VMT).

3. Number of serious injuries.

4. Rate of serious injuries per 100 million VMT.

5. Number of non-motorized fatalities and 

non-motorized serious injuries.

Safety performance management is a way to:

• Address roadway safety issues systematically 

using a data-driven, repeatable process.

• Provide key information to help decision makers 

understand the consequences of investment 

decisions across transportation assets or modes.

• Improve communications between decision 

makers, stakeholders, and the traveling public.

• Ensure targets are developed in cooperative 

partnerships and are based on data and objective 

information.

How you and your agency consider and act on 

roadway safety topics matters! You can help by:

• Implementing cost-effective safety 

infrastructure and behavioral projects.

• Supporting roadway safety related projects 

(e.g., data improvements, education, etc.).

EVERYONE has a role in getting fatalities to zero by 

making sound decisions as drivers, pedestrians, and 

bicyclists. Our individual actions affect other road 

users and impact our ability to achieve zero!

If we do not achieve targets or make significant 

progress towards achievement, we must:

• Double-down on efforts to achieve next year’s 

targets.

• Redirect funds toward safety-focused projects.

You can help! Here is how:

• [Add ways for the public to get involved.] 

Examples: Get involved in SHSP emphasis 

area teams, roadway safety advocacy groups, 

MPOs, local groups, outreach activities, etc.

TOOLKIT 

ELEMENT 5 TALKING POINTS

TARGET AUDIENCE

SAFETY PERFORMANCE MANAGEMENT TARGET SETTING COMMUNICATION PLAN AND TOOLKIT BaCk

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TOOLKIT 

ELEMENT 6 SOCIAL MEDIA POSTS

SAFETY PERFORMANCE MANAGEMENT TARGET SETTING COMMUNICATION PLAN AND TOOLKIT BaCk

TARGET SETTING PHASE – BEGINNING OF THE YEAR THROUGH AUGUST

• Your State is making New Year’s resolutions by setting safety performance targets for 

this year. Learn more: LINK

• Give [STATE’S] safety goals a road map. Choose your course at: LINK

• Set performance targets and make [STATE’S] roadway safety goals a reality. Set your 

goals at: LINK

PERFORMANCE PHASE – THROUGHOUT THE YEAR

• How many lives will you save in 20XX? Set a goal, make it a reality. Set your safety 

performance targets here: LINK 

• Write your friends a commendation dated 20XX. How many lives will you have saved? See 

how our safety performance targets measure up here: LINK

• Do you drive with safety in mind? [STATE] is working to lower fatality and injury numbers – 

and your decisions make a difference! LINK

• Keys, wallet, cape... Be a superhero behind the wheel! Learn how to help [STATE] save XX

lives and prevent XXX injuries this year: LINK

• Be the change you want to see in that other driver. Learn how to help [STATE] save XX lives 

and prevent XXX injuries this year: LINK 

ACHIEVEMENT PHASE – AFTER DETERMINATIONS ARE FINALIZED

• What gets measured gets done. We reached our lifesaving targets on [STATE’S] roadways 

this year! See for yourself: LINK

• The results are in. [STATE] [DID/DID NOT] achieve last year’s safety performance targets. 

LINK

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TOOLKIT 

ELEMENT 6 SOCIAL MEDIA POSTS

SAFETY PERFORMANCE MANAGEMENT TARGET SETTING COMMUNICATION PLAN AND TOOLKIT

TARGET SETTING PHASE – BEGINNING OF THE YEAR THROUGH AUGUST

• [STATE] has joined the nation in moving toward 

zero injuries & fatalities on our roadways. See our 

safety performance targets & join the lifesaving 

effort! LINK

• Make roadways safer for your neighbors. See 

[STATE’S] safety performance targets and pledge 

to become a lifesaver today! LINK

• We know how to move towards zero deaths on 

[STATE] roadways! Learn how you can help us 

lower fatalities and serious injuries – and how 

we’re watching out for you! LINK

PERFORMANCE PHASE – THROUGHOUT THE YEAR

• [STATE’S] first set of roadway safety performance 

targets was set for 2018. See how we stack up 

against the rest of the nation! LINK

• Do you drive with safety in mind? Making safer 

decisions on roadways helps lower [STATE’S] 

fatality and serious injury rates. LINK

• Five things you can you do today to help achieve 

safety performance targets in [STATE]: 

1. Wear a seatbelt.

2. Drive the speed limit. 

3. Be mindful of pedestrians and bicycles. 

4. Don’t get behind the wheel if you are 

exhausted or impaired.

5. Pay full attention to the driving task. 

Who knew being a superhero was so easy? See 

how your decisions help us save lives and prevent 

injuries here: LINK

•

ACHIEVEMENT PHASE – AFTER DETERMINATIONS ARE FINALIZED

• How are we improving [STATE’S] roads this 

[SEASON]? We’re working towards zero roadway 

deaths and fewer injuries. [STATE AGENCY 

NAME] [MADE/DID NOT MAKE] progress on its 

annual safety performance targets. See where we 

stand, how we did last year, and where we want to 

be next year. LINK

• The results are in! [STATE] [DID/DID NOT] make 

progress toward reducing fatalities and serious 

injuries on our roadways this year compared to 

last. LINK

• News you can use: [STATE] is tracking roadway 

fatalities and serious injuries for all vehicles, 

bikes, and pedestrians. [STATE AGENCY] 

[DID/DID NOT] achieve last year’s safety 

performance targets. How can you help? LINK

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February 2017