i

Final Detailed Findings Report for 

Marketing Plan and Outreach Materials that Promote 

Pedestrian and Bicyclist Safety to Different Hispanic 

Populations in the United States 

Task Order Number: SA06B030 

Submitted to:

Office of Safety Programs, HSA-20 

400 Seventh Street, S.W. 

Washington, DC 20590 

Submitted by: 

Science Applications International Corporation 

McLean, VA 22102 

February 23, 2005
ii

FINAL DETAILED FINDINGS REPORT FOR MARKETING PLAN AND OUTREACH

MATERIALS THAT PROMOTE PEDESTRIAN AND BICYCLIST SAFETY TO

DIFFERENT HISPANIC POPULATIONS IN THE UNITED STATES 

February 23, 2005 

TABLE OF CONTENTS 

1. INTRODUCTION .............................................................................................................. 1 

2. Highway Safety Needs of U.S. Hispanic Communities: Issues and Strategies................. 7 

3. Hispanic Pedestrian and Bicycle Safety: Report of Focus Group Discussions in 

Washington, New York, Miami, and Los Angeles........................................................... 10 

4. The Pedestrian and Bicyclist Highway Safety Problem as It Relates to the Hispanic 

Population in the United States......................................................................................... 13 

5. Pedestrian Safety Program for Hispanic Populations ....................................................... 16 

6. Pedestrian Safety Campaign Planner: A Step-by-Step Guide and Materials to Implement 

a Public Information and Education Campaign for Pedestrian Safety ............................. 18 

7. ¡Yo camino - yo cuento! ................................................................................................... 20 

8. Mecklenburg Safe Communities Program – Campaign to Reduce Drinking and Driving 

Among Latinos in the Community ................................................................................... 22 

9. Corazón di mi vida – Preliminary Findings: Yearlong Pilot Test ................................... 24 

10. Street Smart 2004 Campaign, Washington, DC ............................................................... 26 

11. The Madrina—Padrino Public Safety Project................................................................... 28 

12. Traffic Safety in Communities of Color ........................................................................... 30 

13. Traffic Safety in Latino Communities: National Program to Design Effective MultiMedia Campaigns to Reduce Motor Vehicles Crashes in Communities of Recent Latino 

Immigrants - Focus Group Results with Latino Immigrants in Three U.S. Cities ........... 32 

14. Conclusion ........................................................................................................................ 35 

15. BIBLIOGRAPHY............................................................................................................. 36 
1

1. INTRODUCTION 

1.1 Project Background 

In the United States, 4,749 pedestrians were killed, and about 70,000 were injured in collisions with 

motor vehicles in the year 2003 (Traffic Safety Facts 2003: Pedestrians). An additional 622 pedalcyclists 

(mostly bicyclists) were killed, and 46,000 injured, in collisions with motor vehicles (Traffic Safety Facts 

2003: Pedalcyclists). This means that every day, 318 pedestrians and bicyclists are injured and nearly 15 

lose their lives. These grim statistics clearly indicate that pedestrian and bicycle safety is a national 

problem, with staggering human and economic costs. 

According to a 2004 report by the Center for Applied Research and The Media Network, an average of 

545 Hispanic pedestrians and 79 Hispanic bicyclists are killed in crashes with motor vehicles every year. 

These numbers are likely to increase as the Hispanic population in the U.S. continues to increase. There 

is a clear need to include Hispanics as part of the target audience in any pedestrian/bicycle safety 

education program. With that need in mind, the Federal Highway Administration sponsored this project, 

“Marketing Plan and Outreach Materials that Promote Pedestrian and Bicyclist Safety to Different 

Hispanic Populations in the United States”. 

1.2 Task 2 (Detailed findings report) Background 

This literature review for the detailed findings report was conducted as part of Task 2 (“Develop a 

Marketing Plan of Most Effective Methods of Promoting Bicycle and Pedestrian Safety to Hispanic 

Audiences in the United States”). The objective of this review is to develop a marketing plan of the most 

effective methods of promoting bicycle and pedestrian safety to Hispanic audiences. 

The extent of the task was delineated in the Work Plan submitted to FHWA in November 2004. It stated 

that: 

The SAIC team, principally Sprinkle, will review the FHWA’s “Determining the Extent of the 

Highway Safety Problem as it Relates to Hispanic Populations in the United States” (when 

completed), NHTSA’s “Highway Safety Needs of U.S. Hispanic Communities: Issues and 

Strategies,” and other documents as deemed appropriate. SAIC staff will meet with members of 

the MWCOG’s [Metropolitan Washington Council of Governments] Street Smart Program to 

review their Hispanic outreach materials and learn about their market research performed to date. 

SAIC staff will also review any other relevant materials developed for Hispanic audiences, such 

as material that helps develop a full understanding of the general issues faced by Hispanic 

immigrants to the U.S. (e.g., language barriers); staff members have collected informative 

materials developed for Hispanic audiences by the Pan American Health Organization. 

The materials included in this detailed findings report were identified and obtained through a variety of 

sources: 

• FHWA and NHTSA staff 

• NHTSA website (http://www.nhtsa.dot.gov/) 

• TRIS Online (http://trisonline.bts.gov) - The Transportation Research Information Services 

(TRIS) Database is produced and maintained by the Transportation Research Board at the 

National Academy of Sciences. It contains nearly half a million records of published and ongoing transportation research. To ensure that the most recent studies were included in this 

detailed findings report, we searched TRIS Online using the terms “Latino” and “Hispanic” for 

records from the last five years. 
2

 

The marketing plan that developed under this task will address the following questions at a minimum: 

• In what pedestrian and bicycle safety-related areas is communication with Hispanic audiences 

most needed? Specifically, we will consider the Hispanic population’s knowledge and 

understanding of such issues as where to safely cross the street, the meanings of pedestrian 

signals, rules of the road, and how to put on a bicycle helmet, just to name a few. 

• What types of messages are most likely to have the most impact? Not all message types will be 

effective in communicating the issues that may result in a reduction in the number of Hispanics 

involved in pedestrian and bicycle crashes. Therefore, it will be important to consider the types 

of messages that will be most effective. For example, what tone should the messages have? 

Should humor be used, or would messages with “shock value” have more impact? 

• What are the best “media” for getting the messages across? To answer this question, we will 

need to determine how to target Hispanics. For example, could the messages be effectively 

promoted in specific locations frequented by Hispanics? If so, what are these locations and how 

could the messages be displayed (e.g., posters) or distributed (e.g., brochures)? What percentage 

of Hispanics are transit dependent? Might the messages be communicated by posters at bus 

shelters or as “safety tips” on transit timetables, where Hispanic transit riders would see the 

messages? Should the messages ultimately be delivered in newspaper or magazine ads, and if so, 

what newspapers and magazines are most often read by Hispanics? Would television ads be 

effective, and if so, on which channels should they be broadcast? Would lectures/presentations 

by church or community leaders, for example, be effective mechanisms for delivery (i.e., person 

to person versus handing out material)? 

• Which Hispanic groups should be targeted and why? Hispanic groups that may be targeted 

include migrant workers, recent immigrants (been in country less than 10 years), immigrants 

(been in country more than 10 years) and those who are “American born”. Are any of these 

groups over-represented in pedestrian and bicycle crashes? If so, why might this be and how 

could it be overcome? 

• Which age groups of Hispanics should be targeted and why? Are younger Hispanics more likely 

to be involved in pedestrian or bicycle crashes? If so, could they be targeted in or around 

schools? Community centers? 

• Should different cultural groups be targeted and why? Different cultural groups that may be 

targeted include those from Mexico, South and Central American, Cuba, and Puerto Rico. Do 

their cultural differences have an impact on their involvement in pedestrian and bicycle crashes? 

If so, why and how could this knowledge be leveraged to develop an effective, targeted marketing 

campaign? 

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

of Spanish/English/Portuguese should be used? 

Each item in the detailed findings report is presented in the following format: Title, Introduction and/or 

Summary, Questions answered, Outstanding questions. 

The information in the detailed findings report allows determination of which questions are, and are not, 

covered in existing materials. Subsequently, we will refine the list of questions to address in the 

Marketing Plan with input from FHWA and NHTSA, and the refined questions will inform the 

development and conduct of focus groups. 
3

1.3 Summary of Findings from Literature Review 

The following summary table lists each item in the detailed findings report along with how each item 

addresses the questions. 

Table 1 Questions Addressed in the Literature

Literature 

Questions Highway Safety 

Needs of U.S. 

Hispanic 

Communities 

Hispanic 

Pedestrian and 

Bicycle Safety 

(CAR and TMN) 

The Pedestrian 

and Bicyclist 

Highway Safety 

Problem 

Pedestrian 

Safety Program 

(NHTSA) 

In what pedestrian 

and bicycle safetyrelated areas is 

communication with 

Hispanic audiences 

most needed? 

Not addressed 1. General 

awareness of 

traffic signs and 

regulations 

2. Sources of info 

about traffic signs 

and regulations 

1. Intersections on 

multi-lane roads 

2. Obey traffic 

laws 

3. How to use 

crosswalks 

4. Educating 

drivers on ped/bike 

safety 

Impaired 

pedestrians 

What types of 

messages are most 

likely to have the 

most impact? 

Graphic and 

explicit 

descriptions of 

motor vehicle 

crashes and the 

impact on families 

Graphics and 

visuals 

Graphics and 

visuals 

Not addressed 

What are the best 

“media” for getting 

the messages 

across? 

TV, radio, print – 

may differ by 

location 

Distribute info via 

TV, radio, transit, 

churches, schools, 

supermarkets, etc. 

Distribute info via 

TV, radio, transit, 

churches, schools, 

supermarkets, etc. 

Report, slide 

program with 

presenter’s 

guide, 

educator’s 

guide, 

brochures, 

telenovelas. 

Which Hispanic 

groups should be 

targeted? 

Young 

inexperienced 

drivers, recent 

immigrants, rural 

residents, elderly 

drivers, unlicensed 

and uninsured 

drivers 

Children, new 

immigrants, 

seniors 

Hispanics of 

Mexican origin, 

males, ages 21-29 

Older 

pedestrians and 

children 

Which age groups 

should be targeted? 

Young and elderly 

drivers 

Children, seniors 21-29 Older 

pedestrians and 

children 

Should different 

cultural groups be 

targeted? 

Not addressed No one cultural 

group is most at 

risk 

Mexican origin Did not target 

specific groups 

Should materials be 

presented just in 

Spanish, or in 

English as well? 

Spanish only 

English only 

Spanish & English 

Bilingual Bilingual Spanish 

Bilingual 
4

Table 1 (continued) Questions Addressed in the Literature 

Literature 

Questions Pedestrian Safety 

Campaign Planner 

¡Yo camino – yo 

cuento! 

Mecklenburg Safe 

Communities 

Program 

Corazón di mi vida 

In what pedestrian 

and bicycle safetyrelated areas is 

communication 

with Hispanic 

audiences most 

needed? 

1. Driver yielding 

to pedestrians 

2. Pedestrian 

understanding of 

signals 

3. Pedestrian 

visibility 

Not addressed Not addressed Not addressed 

What types of 

messages are 

most likely to have 

the most impact? 

Emotional appeal 1. Slogans that 

encourage walking 

2. Illustrations of 

comic strip 

characters 

enjoying walking 

1. Photos and 

verbal info 

2. Impacts of 

crashes on 

families 

Value of family as 

reason to practice 

passenger safety 

What are the best 

“media” for getting 

the messages 

across? 

TV, radio, print, 

brochures 

Billboards, door 

decals, brochures 

Radio and print Hangers, tags, 

bumper stickers, 

games, video – 

distributed through 

parent gatherings, 

religious 

blessings, press 

conferences, 

safety seat clinics 

Which Hispanic 

groups should be 

targeted? 

Not addressed Did not target 

specific groups 

Did not target 

specific groups 

Did not target 

specific groups 

Which age groups 

should be 

targeted? 

Young drivers 

Working age adult 

pedestrians 

Did not target 

specific groups 

Did not target 

specific groups 

Parents of young 

children 

Should different 

cultural groups be 

targeted? 

Did not target 

specific groups 

Did not target 

specific groups 

Did not target 

specific groups 

Did not target 

specific groups 

Should materials 

be presented just 

in Spanish, or in 

English as well? 

Bilingual Spanish 

Bilingual 

Spanish only Bilingual 
5

Table 1 (continued) Questions Addressed in the Literature 

Literature 

Questions Street Smart 2004 

Campaign 

The MadrinaPadrino Public 

Safety Project 

Traffic Safety in 

Communities of 

Color 

Traffic Safety in 

Latino 

Communities 

In what pedestrian 

and bicycle safetyrelated areas is 

communication 

with Hispanic 

audiences most 

needed? 

1. Pedestrian 

laws in crosswalks 

2. Drivers yielding 

to pedestrians in 

crosswalks 

3. Improving 

driver and 

pedestrian 

behavior 

Not addressed Not addressed Not addressed 

What types of 

messages are 

most likely to have 

the most impact? 

“Imagine the 

impact” of a crash 

on the lives and 

families of 

pedestrians and 

drivers 

Did not discuss 

specific messages 

Family-oriented, 

highly 

personalized, nonconfrontational 

1. Clear, 

consistent, and 

free of jargon 

2. Reflect real life 

3. Address cultural 

factors 

What are the best 

“media” for getting 

the messages 

across? 

TV, radio, print 

ads, transit, 

posters, handouts, 

enforcement 

activities 

Media outreach 

through 

newspaper stories 

and TV news 

coverage 

Comprehensive 

efforts that involve 

law enforcement, 

educators, city 

planners, media 

representatives, 

community 

leaders, 

physicians, 

national 

organizations 

TV, fotonovelas 

Which Hispanic 

groups should be 

targeted? 

Drivers (of all 

ethnic and racial 

groups) 

Recent immigrants Highest-risk 

groups 

Recent immigrants 

Which age groups 

should be 

targeted? 

Males 18-34 Did not target 

specific groups 

Highest-risk 

groups 

Not addressed 

Should different 

cultural groups be 

targeted? 

Did not target 

specific groups 

Did not target 

specific groups, 

but population of 

pilot sites is mostly 

Mexican 

Not addressed Report does not 

specify groups; 

acknowledges 

variety of cultural 

orientations 

Should materials 

be presented just 

in Spanish, or in 

English as well? 

Bilingual Not specified in 

report 

Not addressed Not specified in 

report 
6

1.4 Additional Questions 

The reports and campaigns reviewed also shed light on two additional questions: how different is the 

Hispanic population from the general population (other than language issues), and how effective are the 

methods currently used on the general population. 

For the first question, the family is one of the most powerful institutions so any public awareness 

campaign must feature the family (according to Highway Safety Needs of U.S. Hispanic Communities: 

Issues and Strategies). This theme has been featured in various campaigns. These include the Yo camino 

– yo cuento (which features billboards depicting a happy family walking together), the Mecklenburg Safe 

Communities Program (which includes a RadioNovela in which a woman is concerned about how she and 

her children will manage after her husband has died in a traffic crash) and the Madrina-Padrino Public 

Safety Project (just as a Latino child may have a madrina (godmother) and padrino (godfather) to ensure 

his/her safety, individuals and organizations are encouraged to serve as madrinas and padrinos to the 

community). 

Regarding the second question, the Street Smart campaign conducted in 2004 included TV, radio, 

newspaper and transit ads, public relations activities, and posters and handouts. A similar campaign was 

conducted in 2002. Surveys of motorists indicated increased awareness of the campaign and of police 

efforts to crack down on drivers who did not yield to pedestrians. However, the motorist-reported 

incidence of (1) pedestrians walking without concern for motor vehicles and (2) drivers not yielding to 

pedestrians in crosswalks remained the same after the campaign as it was before. 

FHWA’s Pedestrian Safety Campaign includes TV, radio and print ads with messages pertaining to 

motorist yielding to pedestrians, pedestrians looking before they cross and pedestrian understanding of 

traffic signals. This campaign is being tested in three cities – Missoula, MT, Oceanside, CA and 

Washington, DC. An ongoing research project, scheduled to be completed in September 2005, is 

evaluating the effectiveness of the campaigns with respect to (1) pedestrian and motorist awareness of the 

campaigns, (2) pedestrian and motorist understanding of safe and legal behaviors, and (3) observed 

pedestrian and motorist behaviors. 
7

2. Highway Safety Needs of U.S. Hispanic Communities: Issues and Strategies 

Agency: NHTSA 

Date of Report: September 1995 

2.1 Introduction 

This NHTSA study identified the highway safety needs of Hispanic communities in the U.S. The 

researchers obtained information from agency and organization representatives and focus group 

participants. 

2.2 Abstract (copied from report) 

Growing diversity within the U.S. population is presenting new challenges to the National Highway 

Traffic Safety Administration and other agencies that serve the public. One of the fastest growing 

demographic groups is the Hispanic population. The term Hispanic encompasses a number of 

communities that differ in their cultural heritage. The objective of this study was to identify the highway 

safety needs of Hispanic communities within the United States. The study also explored how best to 

promote highway safety issues to those communities and identified similarities and differences among the 

Hispanic communities on highway safety issues. Telephone discussions were held with representatives of 

public and other agencies actively engaged with Hispanic communities in California, Texas, Colorado, 

the District of Columbia, New York City/New Jersey and Florida. In addition, focus groups were 

conducted with adolescent males, young adult males, young adult females and parents of young children. 

Drinking and driving was the safety problem most frequently identified by the organizational 

representatives and community members, followed by nonuse of safety belts. In promoting health and 

safety, community members recommended developing themes that have some relationship to their lives, 

and agreed that the family is one of the most powerful symbols in the Hispanic community. The 

organizational representatives emphasized the importance of personal contact and establishing 

relationships within the community. 

2.3 Summary 

This report addresses the following highway safety problems that were identified by agency and 

organization representatives and focus group participants: 

1. Drinking and driving 

2. Speeding 

3. Inattention 

4. Seat belt use 

5. Child safety seat use 

Drinking and driving was mentioned most often by both agency and organization representatives and 

focus group participants. Many reasons were cited, including alcohol consumption as proof of manhood 

and lack of knowledge about the effects of alcohol on driving ability. 

Study participants agreed that the family is one of the most powerful symbols in the Hispanic community. 

As stated on page 93, 

“All study participants emphasized that any public awareness campaign for the Hispanic 

community must feature the family. According to one Texas participant, anything that is viewed 
8

as dangerous for the family reaches the entire community, so the safety of the family can be a key 

message.” 

Agency and organization representatives and focus group participants found that the following strategies 

have been effective in their communities for communicating health and safety information: 

1. Realistic messages 

2. Person-to-person contact 

3. Public service announcements 

4. Message delivery through schools, churches, and community-based organizations 

Based on their experience in developing and implementing programs, agency and organization 

representatives determined that the following strategies would not work in Hispanic communities. Focus 

group participants corroborated many of these. 

1. Impersonal approaches 

2. The use of aggressive or enforcement-oriented messages 

3. The tendency to ignore the diversity within Hispanic communities 

4. Presentations that come across as disrespectful or condescending 

5. Excluding key members of the community from program development and implementation.

2.4 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 called for graphic and explicit descriptions of motor vehicle crashes 

and the impact on families. This suggests that “shock value” may be also appropriate for 

pedestrian- and bicyclist-oriented messages. 

What are the best “media” for getting the messages across? Should the messages ultimately be delivered 

in newspaper or magazine ads? Would television ads be effective? 

“Study participants, particularly in urban areas, viewed television as the medium with the most 

potential for disseminating traffic safety information to the Hispanic population.” (page 95) 

However, page 119 of the report notes that the most effective medium – radio, television or print 

materials - may differ by location. 

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

and why? 

Study participants identified young inexperienced drivers, recent immigrants, rural residents, 

elderly drivers, and unlicensed and uninsured drivers as Hispanic driver groups that more often 

seem to display unsafe behaviors as drivers and passengers. 

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

Materials may be presented in Spanish only, English only, or both Spanish and English, 

depending on the target audience.:

• “Bilingual materials are generally preferred, but English only may sometimes be 

appropriate.” (page 119) 

• “A common mistake according to some agency representatives is the assumption that all 

Hispanics want to speak Spanish. According to one participant, this is patronizing and can 

be a turnoff.” (page 111) 

• “Recent immigrants may require basic information presented in Spanish.” (page xi) 
9

The preferred language depends on age and acculturation (i.e., recent immigrant versus second 

generation). This report did not include Portuguese. 

2.5 Outstanding questions 

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

needed? 

This report does not address pedestrian and bicycle safety. 

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

and why? 

Study participants identified young inexperienced drivers, recent immigrants, rural residents, 

elderly drivers and unlicensed and uninsured drivers as groups that more often seem to display 

unsafe behaviors as drivers and passengers. Crash data should be analyzed to determine 

whether these groups are over-represented in pedestrian and bicycle crashes. Input from focus 

groups should be solicited to determine the groups to be targeted for pedestrian and bicycle 

safety messages. 

Should different cultural groups be targeted and why? 

Crash data should be analyzed to determine which cultural groups are over-represented in 

pedestrian and bicycle crashes. Input from focus groups should be solicited to determine the 

groups to be targeted for pedestrian and bicycle safety messages. 
10

3. Hispanic Pedestrian and Bicycle Safety: Report of Focus Group Discussions in 

Washington, New York, Miami, and Los Angeles 

Agency: The Media Network, Inc. and Center for Applied Research 

Website: http://safety.fhwa.dot.gov/ped_bike/docs/fhwanhtsa.htm

Date of Report: July 2004 

3.1 Introduction 

This report presents the results of eight focus groups with Hispanic bicyclists and pedestrians. A 

companion report, The Pedestrian and Bicyclist Highway Safety Problem As It Relates to the Hispanic 

Population in the United States, discusses the characteristics of fatal crashes in which Hispanic 

pedestrians and bicyclists were involved. 

3.2 Executive Summary (copied from Executive Summary) 

The Federal Highway Administration (FHWA) and National Highway Transportation Safety 

Administration (NHTSA) contracted with The Center for Applied Research (CAR) and its subcontractor 

The Media Network, Inc. (TMN) to conduct research related to Hispanic pedestrian and bicycle safety. 

As part of this research, TMN and CAR investigated crash statistics for this population group, made 

contacts to Hispanic organizations to collect information and build partnerships, and held eight (8) focus 

groups with Hispanic bicyclists and pedestrians. This research was designed to enable FHWA/NHTSA to 

better understand the attitudes and beliefs of Hispanics living in the U.S. concerning these issues. The 

results will allow FHWA/NHTSA to develop effective communication strategies and programs that will 

complement its existing information and services to promote safety and decrease fatalities and injuries 

among Hispanic bicyclists and pedestrians. 

This report primarily presents results from the focus group portion of this research, although we briefly 

discuss the partnership-building component to add context. TMN facilitated eight (8) focus groups with 

adults in Washington, DC, New York, Miami and Los Angeles. Participants were Hispanic men and 

women, over the age of 18, who either walked or rode their bicycles regularly. Sixty-two (62) adults 

participated in these groups, twenty-eight (28) men and thirty-four (34) women. Three participants were 

born in the US; eleven were born in Puerto Rico. The remainder were born in other countries. 

Table 2 shows the number of participants by age group. 

Table 2 Number of Participants by Age Group 

Age Group Number of Participants 

18-29 11 

30-39 16 

40-49 14 

50-59 11 

60-69 6 

70-79 3 

80 and over 1 
11

 

3.3 Summary 

Of the 62 participants, 35 participated in the pedestrian safety focus groups and 27 participated in the 

bicycle safety focus groups. Each group was conducted in Spanish by a professional bilingual moderator. 

This report summarizes the focus group findings by topic (such as general awareness of traffic signs and 

regulations, differences in traffic between Latino countries and the U.S., etc.) and includes quotes from 

participants. The Appendix includes the moderator’s guide and screening form in both English and 

Spanish. 

3.4 Questions answered 

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

needed? 

• General awareness of traffic signs and regulations – In both the pedestrian and bicyclist 

focus groups, the participants were familiar with some aspects of the U.S. traffic system, 

including signs, signals, and laws. However, their knowledge was somewhat vague. For 

example, some pedestrians were unsure of what the blinking hand meant at a crosswalk. 

Several bicyclists questioned whether biking rules existed. In addition, some participants 

were confused by traffic signs in English. 

• Sources of information about traffic signs and regulations – Participants in both the 

pedestrian and bicyclist focus groups reported that there is a lack of basic information on 

pedestrian and bicycle safety. The main sources of knowledge were their peers and taking 

the driver’s exam.

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? Should the messages ultimately be delivered in newspaper or magazine ads? Would 

television ads be effective? 

Participants in the pedestrian focus groups suggested that information be distributed via 

television, radio, public transit stations, commercials, soap operas, soccer games, PSAs, 

churches, schools and supermarkets. They were not interested in receiving information via the 

Internet. Materials should include graphics and other visuals, and not rely too heavily on text. 

In the bicyclist focus groups, participants suggested that information be distributed via media 

outlets – radio, newspaper, television, and magazines, doctor’s offices, churches, schools, 

community centers, bus shelters, the Internet, supermarkets, libraries, Hispanic neighborhoods, 

motor vehicle offices, and bike stores. They also suggested word-of-mouth advertising campaigns 

with commercials, posters, flyers, bumper stickers, a bicycle race, and manuals and maps for 

bicyclists. 

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

Participants in both the pedestrian and bicyclist focus groups said that materials should be 

bilingual in Spanish and English. The focus groups did not include Portuguese. 

Which Hispanic groups should be targeted and why? Are any groups over-represented in pedestrian and 

bicycle crashes? Which age groups of Hispanics should be targeted and why? 
12

Focus group participants said that children were most likely to be in a crash but also mentioned 

new immigrants, seniors and those who are less informed about the laws as being at increased 

risk of a crash. 

Should different cultural groups be targeted and why? Do their cultural differences have an impact on 

their involvement in pedestrian and bicycle crashes? 

Focus group participants did not think that any one cultural group (such as Mexicans, Puerto 

Ricans, or Central Americans) was most at risk. Moreover, both pedestrian and bicyclist focus 

group participants agreed that while each Hispanic culture is unique, the differences among 

Hispanic cultures as they pertain to pedestrian and bicycle safety are relatively minor. 

3.5 Outstanding questions 

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

The focus groups did not include Portuguese. 
13

4. The Pedestrian and Bicyclist Highway Safety Problem as It Relates to the Hispanic 

Population in the United States 

Agencies: Center for Applied Research, Inc. and The Media Network, Inc. 

Date of Report: 2004 

4.1 Introduction 

This report describes the extent of the involvement of Hispanics in pedestrian and bicycle crashes. 

4.2 Summary 

FHWA and NHTSA sponsored research related to Hispanic pedestrian and bicycle safety. This report 

presents crash statistics and summarizes the results of focus groups. A companion report, Hispanic 

Pedestrian and Bicycle Safety, presents the focus group results in detail. 

The authors analyzed FARS data from 1999 through 2003. They examined pedestrian and bicyclist 

fatalities by ethnicity, gender, age and alcohol involvement. For the analysis summarized below, 

Hispanics were divided into five subgroups: Mexican, Puerto Rican, Cuban, Central or South American, 

European Spanish or other. 

 

The analysis revealed that 

1. There were 2,723 Hispanic pedestrians killed in crashes. This accounted for 16.3% of all 

pedestrian fatalities. 

2. There were 393 Hispanic bicyclists killed in crashes. This accounted for 15.9% of all bicyclist 

fatalities. 

3. 1,388 male pedestrians of Mexican origin were killed in crashes. Of these, 23.4% had alcohol 

involvement. The level of alcohol involvement among all Hispanic pedestrians who were killed 

in crashes was 22.2%. 

4. 252 male bicyclists of Mexican origin were killed in crashes. Of these, 15.5% had alcohol 

involvement. This was the highest level of alcohol involvement among the Hispanic subgroups. 

The level of alcohol involvement among all Hispanic bicyclists who were killed in crashes was 

13.2%. 

In further analysis, the authors examined the distributions of crash characteristics for three groups: NonHispanic Whites, Non-Hispanic Blacks and Hispanics. This additional analysis revealed that 

1. Pedestrian fatalities among Hispanics were more likely to occur in urban areas (79.9%) than 

pedestrian fatalities among Non-Hispanic Whites (64.4%) or Non-Hispanic Blacks (73.3%). 

2. Bicyclist fatalities among Hispanics were more likely to occur in urban areas (78.6%) than 

bicyclist fatalities among Non-Hispanic Whites (60.3%) or Non-Hispanic Blacks (68.9%). 

3. Bicyclist fatalities among Hispanics were more likely to occur at or near an intersection (37.4%) 

than bicyclist fatalities among Non-Hispanic Whites (27.9%) or Non-Hispanic Blacks (32.6%). 

4.3 Questions answered 

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

needed? 

Formatted: Bullets and Numbering
14

The authors point out that about one-fifth of fatal pedestrian crashes are intersection or 

intersection-related. About 9 percent of fatal pedestrian crashes occur at a signalized 

intersection. These numbers are applicable to both Hispanic and non-Hispanic pedestrian 

fatalities. Based on these numbers, they conclude that “Pedestrian safety programs that target 

crashes at signalized intersections and/or pedestrian crosswalk locations are not focusing on the 

location of most fatal pedestrian crashes, including those involving Hispanics”. (p. 25, emphasis 

added) 

 According to the authors, intersections on multi-lane roadways are a potential topic for 

educational programs that target Hispanic bicyclists. 

The authors also recommend that (1) campaigns should focus on the need to obey traffic laws, 

how to use crosswalks, and pedestrian/bicyclist rights and responsibilities; and (2) local 

programs should focus on the specific pedestrian/bicyclist problems in each community. 

Pedestrian focus group participants suggested these pedestrian safety-related areas: stopping at 

every light, looking both ways before crossing the street, obeying the laws, respecting the lights, 

crossing only in pedestrian walkways, education about what to do at yellow lights, and education 

about how cars can slide in snow and bad weather. 

Bicycle focus group participants were interested in information on laws, precautions, risks, and 

positive and negative things about being a bicyclist. They also thought that educating drivers on 

bicycle safety was critical.

What types of messages are most likely to have the most impact? What are the best “media” for getting 

the messages across? 

Participants in the pedestrian focus groups suggested that information be distributed via 

television, radio, public transit stations, commercials, soap operas, soccer games, PSAs, 

churches, schools and supermarkets. They were not interested in receiving information via the 

Internet. Materials should include graphics and other visuals, and not rely too heavily on text. 

In the bicyclist focus groups, participants suggested that information be distributed via media 

outlets – radio, newspaper, television, and magazines, doctor’s offices, churches, schools, 

community centers, bus shelters, the Internet, supermarkets, libraries, Hispanic neighborhoods, 

motor vehicle offices, and bike stores. They also suggested word-of-mouth advertising campaigns 

with commercials, posters, flyers, bumper stickers, a bicycle race, and manuals and maps for 

bicyclists.

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

Participants in both the pedestrian and bicyclist focus groups said that materials should be 

bilingual in Spanish and English. 

Which Hispanic groups should be targeted and why? Are any groups over-represented in pedestrian and 

bicycle crashes? 

Hispanics of Mexican origin for roughly two-thirds of all fatalities among Hispanic pedestrians 

and bicyclists. Among all Hispanics, about 67 percent of pedestrian fatalities and 89 percent of 

bicyclist fatalities occurred to males. A higher percentage of fatalities among Hispanic 

pedestrians and bicyclists occurred to those in the 21-29 age group, compared to non-Hispanic 

pedestrians and bicyclists. 
15

Which Hispanic groups should be targeted and why? Should different cultural groups be targeted and 

why? Do their cultural differences have an impact on their involvement in pedestrian and bicycle 

crashes? 

The authors recommend that drinking by pedestrians and bicyclists of Mexican origin be 

addressed by pedestrian and bicycle safety campaigns. 

4.4 Outstanding questions 

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

The focus groups did not include Portuguese. 
16

5. Pedestrian Safety Program for Hispanic Populations 

Agency: NHTSA 

Website: 

http://www.nhtsa.dot.gov/people/injury/pedbimot/bike/pedestrian_safety.html

Date of Program: Not specified 

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. 
17

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. 
18

6. Pedestrian Safety Campaign Planner: A Step-by-Step Guide and Materials to 

Implement a Public Information and Education Campaign for Pedestrian Safety 

Agency: FHWA 

Contact: Tamara Redmon (tamara.redmon@fhwa.dot.gov) 

 Federal Highway Administration 

 400 Seventh Street, SW 

 Room 3407 

 Washington, DC 20590 

Date of Report: 2003 

6.1 Introduction 

FHWA’s Pedestrian Safety Campaign Planner consists of a how-to guide, a video with TV PSAs, 

brochures, posters, an audio CD with radio PSAs and data CDs with print ads, posters, brochures, slides, 

TV PSAs, press releases and newspaper articles. Any community or organization can use these materials 

to promote pedestrian safety. 

6.2 Summary 

The PSAs, posters and brochures are available in English. No TV or radio PSAs were made in Spanish; 

only print PSAs, some articles and some posters are available in Spanish. The decision to include 

Spanish language materials was not based on concrete analysis. The TV PSAs include two directed at 

drivers and two at pedestrians. Five of the six radio PSAs are aimed at drivers. Six print PSAs target 

drivers and four target pedestrians. The brochures address pedestrians wearing reflective materials and 

the meaning of the pedestrian signals. Most of the TV, radio and print PSAs rely heavily on emotional 

appeals. For example, one print PSA depicts two paramedics tending to an injured girl lying on the 

pavement. In the English version, text superimposed over the photo reads, “I should have seen the little 

girl in the crosswalk”. Large text at the bottom reads “Stop for Pedestrians. Think of the Impact You 

Could Make.” 

As another example, in one of the radio PSAs, a young girl’s voice can be heard over the sounds of 

traffic. She is upset as she asks, “Why was that driver in such a hurry? He was looking for other cars as 

he turned the corner. He wasn’t looking for my mom in the crosswalk.” The sound of tires screeching, a 

scream, and then a shattering windshield are heard next, followed by silence. Full of anguish, the girl 

continues, “I really miss her...” The narrator then says, “Please look for pedestrians. Stop for them. 

Think of the impact you can make. A message from the Federal Highway Administration.” 

FHWA’s Pedestrian Safety Campaign is being tested in three cities – Missoula, MT, Oceanside, CA and 

Washington, DC. An ongoing research project, scheduled to be completed in September 2005, is 

evaluating the effectiveness of the campaigns with respect to (1) pedestrian and motorist awareness of the 

campaigns, (2) pedestrian and motorist understanding of safe and legal behaviors, and (3) observed 

pedestrian and motorist behaviors. 

6.3 Questions Answered 

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

needed? 
19

The key pedestrian safety-related areas are: 

• Driver yielding to pedestrians in unmarked crosswalks 

• Right- and left-turning drivers yielding to pedestrians in signalized crosswalks 

• Pedestrian understanding of the WALK and DON’T WALK signals 

• Pedestrian understanding of the need to be visible 

The Planner does not specify whether these safety-related areas would be different depending on 

ethnicity/race. 

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

The campaign relies mostly on messages with emotional appeal, for example, a driver distraught 

over having hit a pedestrian or a family member in anguish over having lost a loved one in a 

pedestrian crash. The Planner does not specify which messages may have a greater impact on a 

Hispanic audience. 

What are the best “media” for getting the messages across? Could the messages be effectively promoted 

in specific locations frequented by Hispanics? 

The Planner includes a variety of TV, radio and print PSAs. Suggested places for print PSAs 

include company and organizational newsletters, billboards, and store flyers. Brochures can be 

distributed through direct mail, in schools and offices, at performances, in restaurants, and other 

venues. The Planner does not suggest locations specifically for Hispanics. 

Which age groups of Hispanics should be targeted and why? 

The campaign targets young drivers and working-age adult pedestrians. The Planner does not 

specify whether the age groups would be different depending on ethnicity or race. 

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

English TV and radio PSAs, posters and brochures are available; Spanish versions of the print 

PSAs, some posters and some brochures are available. The campaign materials do not include 

Portuguese. 

6.4 Outstanding questions 

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

needed? 

This campaign does not address bicycle safety. 

Which Hispanic groups should be targeted and why? 

This campaign does 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. 
20

7. ¡Yo camino - yo cuento! 

Agency: North Central Texas Council of Governments 

Date of Program: September 2003 

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? 
21

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. 
22

8. Mecklenburg Safe Communities Program – Campaign to Reduce Drinking and 

Driving Among Latinos in the Community 

Agency: Mecklenburg Safe Communities 

Website: http://www.nlci.org/kits/corazon_intro%20page.htm

Date of Program: July 2002 

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 drinks 

The 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. 
23

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. 
24

9. Corazón di mi vida – Preliminary Findings: Yearlong Pilot Test 

Agency: National Latino Children’s Institute 

Website: http://www.nlci.org/kits/corazon_intro%20page.htm

Date of Program: February 2001 

9.1 Introduction and Summary (copied from 

http://www.nlci.org/kits/Corazon%20report01.htm) 

The word corazón means “heart” when translated literally from Spanish, but like many Spanish 

words the cultural meaning is more complex. Corazón is an endearment used among family 

members and loved ones. Corazón de mi vida conveys a deeper message—“you are the center of 

my life.” This concept is the focus of a new initiative to inform Latino families about the 

importance of placing their young children in child safety restraints. The public information 

messages and outreach strategies to Latino families utilize the concept (loosely translated) this way: 

“You are the center of my life, and I love you so much that I will... 

 ...put you in a car seat.” 

 ...put you in the backseat.” 

 ...wear my own seat belt.” 

Corazón de mi vida was developed by the National Latino Children’s Institute in partnership with 

the National Highway Traffic Safety Administration (NHTSA) and Nationwide Insurance. The 

remarkable partnership brought together the best thinking about what works in the Latino 

community with resources from the public and private sectors. 

Corazón de mi vida was tested with diverse Latino populations in ten cities. In every city, a 

community-based organization took the lead in carrying out the project. 

1. Chicago, IL 

2. Dallas, TX 

3. Denver, CO 

4. El Paso, TX 

5. Grandview, WA 

6. Laredo, TX 

7. Los Angeles, CA 

8. McAllen, TX 

9. Plainfield, NJ 

10. San Antonio, TX 

Preliminary findings for the Corazón de mi vida project indicate that Latinos will become more 

conscious of child passenger safety, buckle up their children in correctly installed safety seats and 

use their own seat belts when they receive safety information through culturally heartfelt messages 

delivered by trusted family members or community leaders.

9.3 Questions answered 

What types of messages are most likely to have the most impact? 
25

This campaign centered on the value of the family as the reason to practice passenger safety. The 

central concept was “Corazón de mi vida” (You are the center of my life). 

What are the best “media” for getting the messages across? Could the messages be effectively promoted 

in specific locations frequented by Hispanics? 

The materials included a variety of hangers, tags, bumper stickers, lotería games, and a video. 

They were disseminated through parent plática, press conferences, safety seat blessings and 

safety seat clinics. The parent plática were gatherings held at Head Start and childcare centers, 

churches, clinics and community centers. Participants received materials and watched a 

demonstration of how to correctly install a child safety seat. Frequently, participants received a 

gift voucher for a child safety seat. 

In a safety seat blessing, a religious leader blesses the child safety seats to be distributed and 

reminds parents that they have been entrusted with their child’s well-being. 

 

Which age groups of Hispanics should be targeted and why? 

This campaign targeted parents of young children. 

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

This campaign conveyed information in both Spanish and English. It did not include Portuguese. 

9.4 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? 

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

immigrants. However, the report recommends that future projects include outreach activities and 

messages for immigrant groups, who may not be familiar with the latest information on child 

passenger safety. 

Should different cultural groups be targeted and why? 

This campaign did not target different cultural groups. 
26

10. Street Smart 2004 Campaign, Washington, DC 

Agency: Metropolitan Washington Council of Governments (Draft summary by 

DesignHouse, August 17, 2004) 

Contact: Michael Farrell, mfarrell@mwcog.org 

Date of Report: August 17, 2004 

10.1 Introduction/Summary 

Street Smart is a pedestrian and bicycle safety and public awareness program in the Washington, DC 

metropolitan area. The goal is to educate the public on pedestrian and bicycle safety issues and laws. 

Street Smart started in 2002, and the most recent implementation took place in April 2004. 

10.2 Questions answered 

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

needed? 

The 2004 campaign was evaluated in terms of 

1. Increasing public awareness of pedestrian safety in general and regarding pedestrian laws in 

crosswalks in particular 

2. Increasing public awareness of police enforcement of drivers yielding to pedestrians in 

crosswalks 

3. Improving driver and pedestrian behavior. 

The survey was administered in English only, so many Hispanics did not have an opportunity to provide 

input. 

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? 

Campaign materials urged drivers to “Imagine the Impact” of a crash on the lives and families 

of pedestrians, cyclists, and drivers. This suggests that “shock value” is appropriate in 

pedestrian- and bicyclist-oriented messages. 

What are the best “media” for getting the messages across? Might the messages be communicated by 

posters at bus shelters or as “safety tips” on transit timetables, where the messages would actually be in 

context? Should the messages ultimately be delivered in newspaper or magazine ads, and if so, what 

newspapers and magazines are most often read by Hispanics? Would television ads be effective, and if 

so, on which channels should they be broadcast? 

Street Smart utilized multiple resources and media: TV and radio spots, print ads, outdoor media 

including transit shelters and bus backs, posters, handouts, and more. Enforcement activities 

(pedestrian stings) were also conducted. Spanish media included Telemundo (TV), El Tiempo 

Latino (newspaper) and some transit shelter signs. There were no magazine ads. 

Which age groups of Hispanics should be targeted and why? 

Males ages 18 to 34 (of all ethnic and racial groups) were targeted because they are the primary 

offenders in pedestrian safety issues. 

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

Street Smart conveyed information in both English and Spanish. It did not include Portuguese. 
27

10.3 Outstanding questions 

Which Hispanic groups should be targeted and why? 

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

immigrants. Drivers (of all ethnic and racial groups) were the primary target. 

Should different cultural groups be targeted and why? 

This campaign did not target different cultural groups. 
28

11. The Madrina—Padrino Public Safety Project 

Agency: Hispanic American Police Command Officers Association (HAPCOA) 

Website: http://www.hapcoa.org/mpp/index.php?doc=description

Date of Program: 2004 

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 

1. Understanding of traffic safety laws and enforcement among a small group of intermediaries that 

serve recently arrived Latino immigrants 

2. Capacity of intermediaries to deliver educational trainings to recently arrived Latino immigrants 

3. Understanding of the traffic safety needs of intermediaries and recent Latino immigrants among 

law enforcement officers in order to improve relations between the two groups 

Just 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: 

1. Publishing feature stories in Hispanic newspapers to create interest and build trust 

between the Hispanic community and law enforcement 

2. Using Hispanic newspapers and radio to promote the education and training to be 

offered by community-based organizations 

3. Securing TV news coverage of training

Which 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. 
29

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. 
30

12. Traffic Safety in Communities of Color 

Agency: University of California, Berkeley, Traffic Safety Center 

Website: 

http://repositories.cdlib.org/cgi/viewcontent.cgi?article=1003&context=its/tsc

Date of Report: 2003 

12.1 Introduction 

The authors examine research on traffic safety concerns for African-Americans, Latinos and American 

Indians. They focus on seat belt use, impaired driving and pedestrian safety. 

12.2 Summary (copied from report abstract) 

This paper examines the available research on how traffic safety issues specifically affect higher-risk 

communities of color, demonstrates that significant disparities in traffic safety outcomes exist between 

these groups and whites, and explores possible reasons for these differences. The paper focuses on three 

traffic safety issues that are associated with poorer outcomes among these communities of color: seat belt 

use, impaired driving, and pedestrian safety. 

This paper highlights major traffic safety needs within specific communities of color, and concludes that 

ongoing data collection and analysis are necessary to provide a clearer, more complete picture of the issue 

as well as to inform interventions and efforts targeted toward these communities. More research is needed 

to understand past traffic safety successes (such as the decreases in impaired driving or increases in seat 

belt use that have occurred across ethnic 

groups) so that these successes can be extended. Similarly, evaluations of current interventions are greatly 

needed, particularly for comprehensive and longitudinal studies. Finally, there is also a need for research 

that distinguishes the effects of ethnicity versus the effects of socio economic status on traffic safety 

outcomes. 

12.3 Questions answered 

What are the best “media” for getting the messages across? 

This report recommends comprehensive efforts that are culturally appropriate (for Latino 

communities, attention should be paid to language issues in addition to being family-oriented, 

highly personalized, and non-confrontational) and involve diverse partners (law enforcement, 

educators, city planners, media representatives, community leaders, physicians, national 

organizations such as NHTSA). 

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

One of the authors’ recommendations is to develop culturally appropriate strategies. They cite 

the 1995 NHTSA report, Highway Safety Needs of U.S. Hispanic Communities, stating that traffic 

safety approaches should be family-oriented, highly personalized, and non-confrontational (p. 

10). 

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

and why? 
31

According to a study cited on page 6 of the report, “Latino children comprised 39% of the child 

population [in California], but 48% of all child pedestrian injuries and fatalities.” One of the 

authors’ recommendations is to target the highest-risk groups (p. 10), but they do not specify 

children or other age groups. 

12.4 Outstanding questions 

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

needed? 

The report does not address this question for pedestrian safety. The report does not address 

bicycle safety at all. 

Should different cultural groups be targeted and why? 

The report does not address this question for pedestrian safety. 

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

The report does not address these questions. 
32

13. Traffic Safety in Latino Communities: National Program to Design Effective MultiMedia Campaigns to Reduce Motor Vehicles Crashes in Communities of Recent Latino 

Immigrants - Focus Group Results with Latino Immigrants in Three U.S. Cities 

Agencies: The Latino Council on Alcohol and Tobacco 

 NHTSA 

Date of Report: December 2001 

13.1 Introduction 

This report summarizes the results of focus groups conducted in three cities: Durham, NC, Fort Worth, 

TX and Chicago, IL. The focus groups provided information on Latino immigrants’ knowledge, attitudes 

and behaviors regarding drinking and driving. 

13.2 Summary 

As stated by the authors, the study objectives were 

• To document the knowledge, opinions, experiences and perceptions about traffic laws and 

impaired driving among Latinos 

• To determine what appropriate safe driving information messages (US traffic laws, practices and 

customs) need to be developed 

• To identify media strategies and specific media messages that can lead to behavioral change, the 

understanding of traffic safety laws and regulations, and the promotion of safe road use 

• To determine which media and which specific outlets (radio, TV, print media, and communitybased organizations) best reach the target population. 

Eight focus groups were conducted in Spanish with Latino immigrants. The focus groups were held in 

Durham, NC, Fort Worth, TX and Chicago, IL, all during October 2001. There were 71 participants, and 

they either (1) had a history of drinking and driving arrests, (2) were identified as social drinkers or heavy 

alcohol users but had not been arrested for drinking and driving, or (3) were family members of those 

who had alcohol problems. 

The key findings from the focus groups are listed below. 

• Many participants reported driving without a driver’s license, sometimes because their 

immigration status did not qualify them for a Social Security number, and therefore, they could 

not obtain a license. 

• The participants learned to drive in their home countries, through observation or being taught by 

friends or parents. Very few reported learning to drive in school or through a driving school. 

• Most participants learned to use seatbelts in the U.S. Although there is a law about seatbelts in 

Mexico, it is not enforced and seat belt safety campaigns are almost nonexistent. Most 

participants also reported always using child safety seats with their children. 

• The participants reported that drinking was highly prevalent in the community. Most drank 

socially. Some reported anticipating drinking events and others reported that drinking events 

were spontaneous. One participant said that the idea of a designated driver did not work for 

Latinos because they usually get drunk without necessarily expecting or planning to drink. 

• Many participants could quote the 0.08 BAC threshold for being legally drunk in their states, but 

were not clear how many drinks it would take to reach that level. Many viewed driving while 
33

intoxicated as being very “macho”, allowing them to demonstrate to others that they can handle 

any situation. 

• Except in the DWI focus groups, most participants had little knowledge of the health 

consequences of drinking. Participants who were involved with DWI events or arrests were 

aware of the economic and legal consequences of DWI, but most non-DWI participants had little 

knowledge of the consequences of DWI. 

• There was limited awareness of the designated driver concept, especially among recent arrivals 

and persons who spoke only Spanish. Most males felt that it would be hard to find a designated 

driver because everyone drank at social events. Some saw men who abstained as being 

“sissified”. Focus group participants also mentioned barriers such as not having money to pay for 

a taxi. 

13.3 Questions answered 

What are the best “media” for getting the messages across? Should the messages ultimately be delivered 

in newspaper or magazine ads, and if so, what newspapers and magazines are most often read by 

Hispanics? Would television ads be effective, and if so, on which channels should they be broadcast? 

Television appears to be the preferred medium, as focus group participants spent more time 

watching television (especially telenovelas on weekdays and sports programs on weekends) than 

listening to the radio. Fotonovelas were also suggested as a way to transmit messages, and can 

be distributed in some areas as newspaper inserts. The authors also suggest radio novelas, 

although these were not explored by the focus groups. 

Newspapers seem to have limited impact, in light of limited educational levels among many 

Latinos. Also, many U.S.-educated Latinos do not read Spanish print media. 

Which Hispanic groups should be targeted and why? 

This study targeted recent immigrants, as they have a higher rate of drinking and driving arrests 

and crashes than the U.S. population in general.

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

Because of low literacy among many Latinos, effective messages must be clear, consistent and 

free of jargon. 

Many newly arrived Latino immigrants need to be informed about traffic safety laws. 

Focus group participants preferred that messages reflect real life or real stories, and be 

delivered by real people as opposed to celebrities. Messages should go beyond slogans like 

“Don’t Drink and Drive” and preaching, and instead allow recipients to make their own 

conclusions. Most participants felt that anti-DWI messages should focus on the personal legal 

and economic consequences of drinking and driving. 

In addition, the authors suggest that a national television network or local television stations 

might organize a news series around an alcohol-related crash involving Latinos and its 

consequences. The series would be linked to other radio and television activities (such as PSAs), 

print materials (such as newspaper inserts) and community organizations (who would distribute 

materials). 

The authors indicate that media campaigns must address cultural factors such as 
34

• Spontaneity - Some participants had the view that “improvising” is a characteristic of 

the Latino culture, as exemplified by the comment, “People don’t plan to see each other; 

they just pass by”. This can result in a person getting drunk without necessarily 

expecting or planning to drink. 

• The concept of a “designated driver” - Many participants did not know what “designated 

driver” meant. Participants mentioned barriers such as difficulty in finding a designated 

driver (because everyone drank at social events) or not having money to pay for a taxi 

ride home. 

• The role of machismo - Some participants mentioned that Latinos feel very “macho” 

when they drink and want to prove that they can do anything, including driving. 

• Social acceptance of drinking and driving - Most participants agreed with the statement, 

“My friends believe it is OK to drink and drive”.

Should different cultural groups be targeted and why? 

The authors recommend that “...all communication activities - radio, TV, print media as well as 

written meetings for informal distribution - take into account the variety of language groups and 

cultural orientation of diverse Latinos.” (p. 49) 

13.4 Outstanding questions 

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

needed? 

This study did not address pedestrian and bicycle safety.

Which age groups of Hispanics should be targeted and why? 

The report does not address this question. 

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

 The report does not mention whether materials should be in Spanish only, or both Spanish and 

English. The focus groups were conducted in Spanish, though. This study did not address 

Portuguese. 
35

14. Conclusion 

The reports and campaigns reviewed provide insight into the development of the Marketing Plan. 

Although some reports and campaigns did not address pedestrian and bicycle safety, the 

information about what types of messages and media are effective is still pertinent. Based on 

this review, the following recommendations are made: 

• At the local level, identify the target audience, such as recent immigrants or parents of 

young children. Also, determine what the messages need to address (for example, public 

awareness of safety or unsafe behaviors). Then develop message content and delivery 

mechanisms that are appropriate for the audience. 

• Incorporate a family perspective into the messages. 

• Use a variety of media, such as television and fotonovelas, to deliver messages about 

pedestrian and bicycle safety. 

• Disseminate messages in both Spanish and English. 
36

15. BIBLIOGRAPHY 

Nhora Barrera Murphy and Richard Knoblauch. Hispanic Pedestrian and Bicycle Safety: 

Report of Focus Group Discussions in Washington, New York, Miami, and Los Angeles. The 

Media Network, Inc., July 2004. 

DesignHouse. Street Smart. The 2004 Pedestrian and Bicycle Safety and Public Awareness 

Campaign: Annual Report and Campaign Summary. Washington, DC, August 17, 2004. 

Toni Gantz, Barrett Shaver, Javier De La Garza, Larry Cohen, and David R. Ragland. Traffic 

Safety in Communities of Color. University of California, Berkeley, Traffic Safety Center, 2003. 

Anna Hamilton, Alejandro Arias, and Annie Acosta. Highway Safety Needs of U.S. Hispanic 

Communities: Issues and Strategies. Report No. DOT HS 808 373. National Highway Traffic 

Safety Administration, Washington, DC, September 1995. 

Hispanic American Police Command Officers Association. Madrina-Padrino Public Safety 

Project: Project Description. Available online at 

http://www.hapcoa.org/mpp/index.php?doc=description. In addition, PowerPoint presentation 

delivered at Save a Life Summit. 

Richard L. Knoblauch, Rita Furst Seifert, and Nhora Barrera Murphy. The Pedestrian and 

Bicyclist Highway Safety Problem As It Relates to the Hispanic Population in the United States. 

Final Report. Report No. DTFH61-03-P-00324. Center for Applied Research, Inc., Great Falls, 

VA, 2004. 

Mecklenburg Safe Communities. Local Research Leads to Innovative DWI Campaign for 

Latinos. July 24, 2002. Available online at http://www.safecommunities.net/release6.html. 

Midwest Latino Health Research and El Centro Hispano. 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. Final Report. Submitted to The Latino Council on Alcohol and 

Tobacco and National Highway Traffic Safety Administration. December 2001. 

National Highway Traffic Safety Administration. Pedestrian Safety Program for Hispanic

Populations. Available online at 

http://www.nhtsa.dot.gov/people/injury/pedbimot/bike/pedestrian_safety.html. 

National Latino Children’s Institute. Corazón de mi vida. Preliminary Findings – Yearlong 

Pilot Test. February 14, 2001. Available online at 

http://www.nlci.org/kits/Corazon%20report01.htm. 
37

North Central Texas Council of Governments. Walking Campaign Promotes Healthy Strides 

along Jefferson Boulevard and Bishop Arts District of Oak Cliff. Press release for ¡Yo camino - 

yo cuento! (I walk – I count!) campaign, Dallas, TX, September 25, 2003. 

Pedestrian Safety Campaign Planner: A Step-by-Step Guide and Materials to Implement a 

Public Information and Education Campaign for Pedestrian Safety. Report No. FHWA-SA-03-

006. Federal Highway Administration, Washington, DC. 

Traffic Safety Facts 2003: Pedalcyclists. Report No. DOT HS 809 768. National Highway 

Traffic Safety Administration, Washington, DC. 

Traffic Safety Facts 2003: Pedestrians. Report No. DOT HS 809 769. National Highway 

Traffic Safety Administration, Washington, DC.