Step-by-Step Guide - National Pedestrian Safety Campaign

Pedestrian Safety Campaign

For more information on the Pedestrian Safety Campaign contact:

Tamara Redmon 

Transportation Specialist 

Project Manager for Pedestrian Safety Campaign 

Federal Highway Administration 

400 7th Street, SW, Room 3407,Washington, DC 20590 

E-mail: Tamara.Redmon@fhwa.dot.gov 

Phone: 202-366-4077 

Fax: 202-366-2249

Contractor: LISBOA, Inc. 

Consultant: KLS Engineering

FHWA-SA-03-006

Table of Contents

● Opening Letter

● Introduction

● Campaign Goals

❍ Overall Goals

❍ Campaign Goals for Your Community

❍ Campaign Strategies for Your Community

❍ Hooks

❍ Messages

❍ Campaign Materials Inventory

● How to Conduct a Campaign

❍ Organizing a Coalition

■ Coalition Benefits

■ Coalition Structure

■ How to Start a Coalition

■ Recruiting Coalition Members

■ Conduct the Necessary Research

■ Prepare Your Pitch

■ Follow Up With Thanks

■ How to Manage a Coalition

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■ Assigning Tasks

■ Table 1 Potential Coalition Participants

■ Shared Resources

■ Sample Coalition Pitch Letter

❍ 6-Event Concept

■ Example Timelines

❍ Program Funding

■ Surface Transportation Program (STP)

■ Section 402 Highway Safety Funds

■ Grassroots Fundraising

■ In-Kind Donations

● Working With the Media

❍ Review Goals

❍ Develop Media Strategies

❍ Tactics

❍ Hooks

❍ Conducting Media Events

❍ After the Launch: Continuing the Momentum

❍ Targeting the Media

❍ Contacting the Media

❍ Preparing for an Interview

■ During the Interview

■ Tips for Broadcast Media

■ After the Interview

■ Crafting Your Pitch

■ Phone Call Follow-Up

❍ Evaluation/Measurement

❍ Evaluation and Fax-Back Forms

❍ Alternative Outreach/Materials Placement

● Acknowledgements/Recognition

● Appendix

❍ Campaign Materials

■ TV PSAs

■ Radio PSAs

■ Print PSAs

■ Cinema Slides

■ Posters

■ Brochures

■ Promotional Materials

■ Technical Preparation of Media Materials

❍ Media Kit Materials

■ News Releases and Articles

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❍ Research and Methodology

❍ Research Summary - Key Points

❍ Other Resources/Relevant Links

❍ Related Articles

Dear Pedestrian Safety Advocate,

As you know, pedestrian safety is an issue that affects all of us. Whether it's a stroll around the corner, to a 

friend's house or work, or simply as exercise to clear the mind after a long day indoors - Americans love to 

walk. Walking is not just an exercise, it affects our health, it's good for the environment, it improves our quality 

of life. We are all pedestrians at some time of day. Yet, this simplest of life's pleasures sometimes comes with a 

terrible cost. Each year thousands of pedestrians are killed or injured. In fact, during the last decade, more than 

63,000 pedestrians died and more than a million others were injured in pedestrian-vehicle crashes. The good 

news is that there are things we can do to put an end to this.

The Federal Highway Administration (FHWA) is working to make a difference and make walking safer. FHWA 

created the Pedestrian Safety Campaign Planner in collaboration with national and local pedestrian safety 

advocates to educate pedestrians and drivers about ways to improve pedestrian safety. The names of these 

advocates and the organizations they represent are listed on page 39.

Raising awareness about these important issues isn't easy. In a world where we are bombarded everyday with 

information from emails, voicemails, cell phones, personal communication devices, websites with pop-up ads 

and telemarketing calls at dinner time, it's easy to overlook devices that are designed to keep us safe while 

walking; like crosswalks, pedestrian signals, and pedestrian warning signs. It may seem like a daunting task, 

but with this campaign, we can educate both pedestrians and drivers about what to look for, what to expect and 

how to proceed in an attempt to reduce pedestrian injuries and fatalities and achieve greater pedestrian safety.

The Pedestrian Safety Campaign materials included in this kit are research-tested and designed for use by 

any organization to promote pedestrian safety. They are public domain materials. We hope that by making 

these materials available, we can help make travel safer for pedestrians everywhere.

Federal Highway Administration 

Office of Safety

This document is disseminated under sponsorship of the Department of Transportation in the interest of 

information exchange. The United States Government assumes no liability for its contents or use thereof. This 

report does not constitute a standard, specification, or regulation.

The United States Government does not endorse products or manufacturers. Trade or manufacturers' names 

appear herein only because they are considered essential to the object of this document. 

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Introduction

As drivers, we aren't always aware of pedestrians, because our vision is blocked, we are distracted, or we just 

didn't anticipate or look for pedestrians in our path. 

As pedestrians, sometimes we forget to look both ways when crossing the street, we ignore traffic signals at 

intersections, and sometimes our lives are so hectic that we do not pay attention to the traffic moving around us.

The Pedestrian Safety Campaign Planner and Step-by-Step Guide are designed to help communities conduct their 

own multi-media public education and information campaign. A list of campaign materials is provided on page 9 and a 

matrix identifying the types of campaign materials is provided on page 100.

Facts

National Statistics*

● On average, 5,000 pedestrians are killed each year. 

● 85,000 pedestrians are injured every year. 

● A pedestrian is killed or injured about every 7 minutes. 

● In a typical 8-hour workday, 4-5 pedestrians are killed. 

● Every day 13-14 pedestrians are killed. 

● A "jet-load" (190) of pedestrians are killed every two weeks. 

● Every day, about 232 pedestrians are injured. 

● Pedestrian injuries and fatalities result in at least $20 billion in societal costs. 

Who dies as a pedestrian?*

● 60 percent are working adults. 

● 23 percent are elderly persons aged 65 or older. 

● 17 percent are children up to the age of 20. 

What role does visibility play?*

● Approximately 50 percent of pedestrian fatalities occur between the hours of 6:00 p.m. and midnight (a six hour window). 

* Statistics provided by the National Highway Traffic Safety Administration's Fatality Analysis Reporting System.

Campaign Goals

To keep the campaign focused, it is important to develop your own goals and strategies. This Step-by- Step Guide

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contains recommendations. You can find a list of concepts for conducting your campaign on page 17. However, you 

may want to develop goals and strategies specific to your community's needs and local media opportunities. It is hoped 

that you will consider using these materials in your community through all media available to you - television, cinema, 

radio, electronic and print.

Overall Goals

In developing the Pedestrian Safety Campaign Planner, two target groups of pedestrians and drivers were identified 

at highest risk for involvement in crashes: young drivers (ages 18-25) and working-age adult pedestrians (ages 25-65). 

An audience-focused public information and education campaign was developed that addresses improved user practice 

and compliance with traffic safety devices. This campaign is designed to not only promote awareness of pedestrian 

safety measures (pedestrian signals, crosswalks, etc.) and associated safe behaviors, but also stimulate knowledge 

utilized by the two target audiences, as well as all other public and private sector audiences. The primary goal is to 

reduce pedestrian injuries and fatalities. This can be accomplished by focusing on raising awareness and changing 

behavior through education, enforcement and engineering. This campaign strives to: 

● Motivate drivers to look for and stop for pedestrians. 

● Motivate pedestrians to use crosswalks and designated crossing locations. 

● Educate pedestrians about, and encourage the proper use of, pedestrian signals. 

● Encourage pedestrians to make themselves more visible in the dark, by wearing reflective clothing or carrying a flashlight. 

Campaign Goals for Your Community

Your campaign goals should be based on the individual concerns of your community. Are there particular issues that 

are outstanding? Examine your pedestrian crash data, hold focus groups or town hall meetings. What issues emerge? 

Have you had pedestrians injured as a result of:

● A lack of understanding about pedestrian crossing signals? 

● A failure of pedestrians to obey pedestrian traffic signals? 

● A failure of drivers to look for pedestrians in crosswalks and unmarked crossings? 

● Pedestrians walking in dark conditions? 

Based upon the concerns you identify, the goals for your community could include:

● Increasing awareness about pedestrian safety issues. 

● Increasing awareness about pedestrian traffic control devices (signs, signals, etc.). 

● Motivating pedestrians to obey pedestrian traffic signals. 

● Encouraging drivers to pay attention and stop for pedestrians. 

Campaign Strategies For Your Community

To achieve your community's campaign goals, develop creative strategies for successful media placement. If you are 

not familiar with developing media strategies, find out if your state Department of Transportation (DOT) has 

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a communications office, or ask a local public relations firm if they would be willing to provide some free advice in 

exchange for recognition in your campaign materials. Also, if you or someone you know has a friend in the media, see 

if they'd be willing to provide you with some pointers.

Some basic strategies for your campaign:"

● Form a local coalition of pedestrian safety advocates who have the time and are willing to make a significant contribution 

to the campaign. Your coalition might include key persons from law enforcement, education, engineering, health, 

elected officials and members of the media. 

● Identify a media "champion," who will provide significant coverage of the campaign, preferably a local outlet with the 

largest audience base. Include the media champion in your coalition. 

● Assign specific tasks for each coalition member, such as: 

❍ Fundraising/Sponsor Outreach. 

❍ Product Development and Printing (tailor the materials in the kit by adding your state or local logo, and print enough 

copies to send to all local media). 

❍ Media Outreach. 

● Conduct an aggressive media outreach campaign, including following up with a personal phone call to secure: 

❍ Placements of the enclosed PSA materials in TV, radio and print media. 

❍ Articles in local newspapers. 

❍ News stories on local TV stations and radio stations. 

❍ TV and radio interviews with members of the coalition and/or high-ranking local officials. 

● Consider using the 6-event campaign (6-day, 6-week or 6-month) format as outlined in this planner on pages 17-19. 

Hooks

To get the media interested in your campaign, you need to show them why this issue is so important. This information 

is often called a "hook" or "angle." There are some basic hooks on page 24 of this guide. Be sure to tailor the hooks to 

fit your community, using local information such as local pedestrian injury/fatality statistics, a list of dangerous 

intersections, or a list of intersections where new or additional pedestrian safety engineering countermeasures are 

planned or have recently been installed. 

Messages

The materials included in this kit contain messages targeted to both drivers and pedestrians. You may use the materials 

as is, or develop messages specific for your community. The messages in this campaign targeted to drivers include:

● Stop and Look for Pedestrians. Think of the Impact You Could Make.

● Watch Out for Pedestrians.

● Yield to Pedestrians.

The messages in this campaign targeted to pedestrians include:

● Wear Reflective Materials. Be Safe. Be Smart. Be Seen.

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● Don't Take Chances. Obey Pedestrian Traffic Signals.

● Take the Time to Cross Safely. It Could Save Your Life... or Change it Forever.

See page 100 for a list of materials that indicate pedestrian/driver focus, page references and language.

Campaign Materials

The elements of the Pedestrian Safety Campaign Planner include:

Medium & Content

● (1) Pedestrian Safety Campaign Step-by Step Guide [this document] 

Approximately 100 pages, including images of the print PSAs, posters and cinema slides 

● (1) Beta video (broadcast quality - for TV stations) 

(4) TV PSAs 

● (1) Pocket folder 

(1) sample press release 

(1) set of guidelines 

(2) brochures 

● (5) Posters 

Based upon print PSAs 

(2) 24" x 36" 

(3) 11" x 17" 

● (1) Audio CD 

(6) 30-second radio PSAs 

● (2) Data CDs 

Electronic files including: 

❍ Data CD1

■ (15) print ads in a variety of sizes 

■ (5) posters 

■ (2) brochures 

■ (8) cinema slides 

■ Images/icons for promotional products/items 

■ FHWA logo (positive and reversed) 

■ Fonts 

❍ Data CD2

■ (4) TV PSAs as a QuickTime/RealPlayer file 

■ (6) Press releases 

■ (15) Newspaper articles with artwork 

How to Conduct a Campaign

Organizing a Coalition

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When initiating efforts to conduct a Pedestrian Safety Campaign, maximize resources and reach by securing a wellrounded group of subject matter experts, businesspeople, civic leaders and dedicated community volunteers. Enlisting 

the support of these allies could make the difference between a successful program and a mediocre one.

Coalition Benefits

● Strength and power in numbers, leading to a wider reach. 

● Added credibility to the community, when there is a coordinated plan, a united front and a consistent message. 

● A public perception of tangible, broad community support. 

● Media attention and public profile for organizations that may not otherwise achieve it. 

● Increased access to policy-makers. 

● Networking and partnership opportunities. 

● Economies of scale and cost-efficiency. 

● Division of labor and reduced duplication of effort. 

● Information. 

● The exciting feeling of belonging to something greater than the sum of its parts. 

Coalition Structure

A Pedestrian Safety Campaign coalition should be structured to:

● Involve all key players. 

● Choose realistic strategies. 

● Establish a shared vision. 

● Build ownership at all levels. 

● Institutionalize change. 

● Publicize successes. 

How to Start a Coalition

Begin by forming a core group of three or more organizations. Remember, as few as two or three dedicated members 

can keep a coalition going. Discuss possible dates for first meeting. Set a date. Send out letters announcing meeting 

date, time and place. The letter should briefly inform about the purpose of the campaign and your community's goals. 

The first meeting is informational. Propose a name for the coalition. Have a representative from each 

participating organization sign up as a group liaison volunteer. This will be your contact person within a given group. Tell 

the coalition the campaign goals you have developed for your community and/or invite coalition members to further 

define and refine goals. The second meeting should solidify goals, and develop strategies, tactics, job assignments, 

timeline and next steps. Meeting schedules and frequencies will depend upon proposed projects.

Recruiting Coalition Members

Determine which individuals and/or organizations can best serve your needs. Logical partners for your Pedestrian 

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Safety Campaign are parties that have a stake in reducing pedestrian crashes. You will also need subject matter experts 

to contribute to your efforts. Previous coalitions around the country have included:

● Public safety officials. 

● Local government officials. 

● Local law enforcement officials. 

● Public health professionals. 

● School officials. 

● Businesses (insurance companies, etc.). 

● Health care providers. 

● Public works or engineering officials. 

Refer to Table 1 on page 13 for a more comprehensive list of organizations and individuals that may support this cause.

Conduct the Necessary Research

Before contacting particular individuals or groups, find out what their needs, interests and goals are. Match your needs to 

the needs, interests and goals of your potential coalition members. You will need to relate your campaign to their 

needs, interests and goals when you contact them. If you can show how helping this cause helps them, they will be 

more likely to join forces with you.

Prepare Your Pitch

When your invitation is accepted by potential coalition members, you will have to be respectful of their time. Your job is 

to convince them of the merit of the Pedestrian Safety Campaign in short order. Be prepared to explain:

● What the program is. 

● Why it is important. 

● What benefits they can reap by participating. 

● What this particular person or organization could do to support the program. 

Follow Up With Thanks

If you have gained a supporter, follow up with written thanks and next steps. If you have been turned down, it is 

still important to follow up with written thanks. You are creating the first impression of the program. You want the wordof-mouth generated within the community to be positive.

How to Manage a Coalition

The core group will keep everything going. The core group meets as often as necessary - once a week, three times a 

month - whatever is required. Communication is key. Use every means available. You might want to set up a group 

email and/or conference calls.

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Assigning Tasks

Campaign volunteers will have varying areas of expertise. They should be organized according to those areas. The 

following task areas should be assigned:

● Engineering and Planning 

Engineers, planners and pedestrian coordinators are important because they have insight into the safe design of 

roadways and pedestrian facilities. 

● Medical Community 

Members assigned to this task area serve a twofold purpose. First, they can serve as a voice to the community. They 

can share firsthand knowledge of the consequences of pedestrian crashes with local schools and neighborhoods. 

Some may even serve as appropriate media spokespersons, if properly trained in message development and other 

media techniques. Second, they often are associated with hospitals and other healthcare institutions that have strong 

media contacts already established. These coalition members can be one of your conduits to a strong voice in 

the community. In addition, they have a very good idea of the health benefits and hazards associated with walking, as 

well as access to hospital data on pedestrian crashes. 

● Law Enforcement 

Law enforcement coalition members can also serve as a voice to the community. After working with your local 

law enforcement organizations, identify appropriate spokespeople, and encourage them to make presentations at 

local schools, associations and town meetings regarding the Pedestrian Safety Campaign. In addition, where 

appropriate, law enforcement should be involved with actively enforcing the locality's pedestrian laws. They also 

have access to police crash reports and data on pedestrian crashes. 

TABLE 1 Potential Coalition Participants

Advertising/Public Relations

● Advertising Agencies 

● Advertising Clubs 

● Chambers of Commerce 

● Event Planners 

● Marketing Agencies 

● Market Research Firms 

● Promotions Companies 

● Public Relations Agencies 

Education 

● Educational Institutions and/

or 

● Administrators 

Local Government/Law 

Enforcement

● City Councils 

● County Sheriffs 

● Pedestrian Coordinators 

● Police Departments 

● Public Works Departments 

● Traffic Court Judges 

● Traffic Engineering 

Departments 

Media

● Electronic Media 

● Magazines 

State Government

● Department of Education 

● Department of Highway 

Safety 

● Department of Public Safety 

● Department of Transportation 

● Division of Motor Vehicles 

● Governor's Office 

● Governor's Highway Safety 

● Representatives 

● Pedestrian Coordinators 

● Legislators 

● State Police 

Transportation & Safety Groups

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● Parent-Teacher Associations 

(PTAs) 

● School Boards 

● School Bus Drivers 

● State Drivers Education 

Association 

● University Faculty 

Health

● Centers for Disease Control 

and Prevention 

● Doctors 

● Emergency Room Physicians 

● Healthcare Professionals 

● Health-Related Organizations 

● Hospitals 

● Insurance Companies 

● Nurses 

● Nurse Associations 

Industry

● Automotive Dealers 

● Business and Professional 

Organizations 

● Clothing Manufacturers 

● Manufacturers of Reflective 

Materials 

● Restaurants, especially those 

in areas frequented by 

pedestrians 

● Sports Equipment 

Manufacturers 

● Newsletters 

● Newspapers 

● Radio 

● Television 

● Websites 

Service Organizations

● American Legion Posts 

● Community Centers 

● Jaycees 

● Kiwanis 

● Lions 

● Neighborhood Associations 

● Rotary Clubs 

● Sororities and Fraternities 

● Veterans of Foreign Wars 

● YMCA/YWCA 

● American Automobile 

Association 

● (AAA)-local chapter 

● Citizens for Highway Safety 

● Highway Users Federation 

● Local Association of Chiefs of 

Police 

● National Safety Council 

● National Sheriff's Association 

- local members 

● Public Transportation Bus 

Drivers 

● Trucking Companies 

Youth Groups

● Boys and Girls Clubs 

● 4-H 

● Scouts-Boy/Girl 

● Student Councils 

● Pre-Campaign Evaluation and Statistical Data Gathering 

Data needs to be collected, analyzed, evaluated and summarized prior to the official program kickoff. The data group 

is responsible for comparing and analyzing the national and local data to present a more compelling case for local 

action. For instance, if pedestrian crash statistics exceed the national norm, your coalition has a built-in message platform 

to convey to the community and the media. Members assigned to this task area could include a representative from 

the office of your Governor's Highway Safety Representative (GR), enforcement officials and safety 

engineering professionals. Crash data is usually available from the police department. 

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● Fundraising 

If community support and corporate donations comprise a significant portion of your budget, fundraising is an essential 

task. Finding at least one or two professional fundraisers who will support the campaign and direct volunteer fundraisers 

is crucial to success. Local universities and charitable organizations are usually good sources to tap for 

experienced fundraisers. 

● Public Relations 

In order to secure placements of the PSAs, news stories and other materials, you will need individuals who are skilled 

at handling the media and generating media interest. These coalition members adapt the generic press materials provided 

in this kit so they have a local focus, contact the media to pursue press coverage, oversee production and placement 

of public service announcements (PSAs), manage production of all promotional items, and plan events (such as the 

program kickoff press conference and traffic safety fairs). Members assigned to this task area include local 

media representatives, volunteers from local advertising and public relations agencies and your organization's public 

affairs or media relations expert. A sample "pitch letter" to potential coalition participants is provided on page 16. 

Shared Resources

Although forming a coalition may sound like a daunting task, its rewards are many. The secret to success is recruiting a 

core group of dedicated individuals and then sharing resources. Some of the most successful resource-sharing tips are:

● Create a contact list 

Ask yourself what types of skills you need that your core group cannot provide. Then ask that core group if they 

know individuals with those talents or skills. You will be amazed at how quickly the gaps are filled. 

● Meet at regular intervals to share progress and resources 

One group member may have found a particularly useful way to accomplish something that would benefit other task 

areas. Bringing groups of people together to brainstorm about possible ways of doing things (creating media attention, 

etc.) will ensure no resources are left untapped. 

● Work the numbers 

The larger the number of people you have working with you, the more likely your message will get out to the community 

at large (as long as that number is reasonably sized - you don't want the coalition to become unwieldy). Ask current 

coalition members to recruit friends, family and business associates to support your cause. Word-of-mouth is one of 

the most powerful tools at your disposal, so make it work for you by encouraging coalition participants to talk up 

the pedestrian safety project effort. Numbers count, particularly if you institute a letter-writing program or similar tactic. 

Sample Coalition Pitch Letter

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(Date)

Mr. Joe Friendly 

Marketing Director 

Any Local Insurance Company 

P.O. Box 345 

Anytown, USA 12345 

Dear Mr. Friendly:

Did you know that according to Anytown police statistics, 340 pedestrian crashes are reported every year? And 

that last year alone, seven Anytown pedestrians were killed? 

Because we are concerned about the safety of our community's citizens, as well as the associated economic 

costs to Anytown, we are implementing the Anytown Pedestrian Safety Campaign , a public information and 

education program organized by Anytown's Mayor Carol Smith.

The goal of the program is to increase the community's awareness of pedestrian safety by targeting both 

pedestrians and drivers. We seek to educate the community about devices like crosswalks and pedestrian 

traffic signals that help to keep pedestrians safe and healthy. In addition, we hope to raise awareness among 

drivers and remind them to always look for pedestrians, especially at designated crossing locations.

I hope you will consider being part of the Anytown Pedestrian Safety Campaign coalition and would 

appreciate a chance to further discuss this program with you. I will call you in the near future to set up a time 

that is convenient for you.

Sincerely,

(Signature)

(Name) 

Anytown Pedestrian Safety Campaign Coordinator

This Pedestrian Safety Campaign is intended to be customized and therefore unique to each community, based upon 

local needs and resources. This Step-by-Step Guide is designed to guide each community in building a 

successful campaign, using the ideas and strategies provided. 

6-Event Concept

The Pedestrian Safety Campaign can be customized for your community in a number of ways. One way to organize 

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your coalition's effort is to schedule the following six elements based on a 6-day/6-week/6-month timeline. The duration 

of your timeline should be selected based on your coalition's interests, membership, resources and goals. It does not have 

to be a 6-event campaign. Be sure to check community calendars to avoid major events that would prevent media 

from covering your event. Talk to media outlets before setting a date for your kickoff and other important events. 

The materials provided are for your adaptation and use in implementing your campaign. This planner includes six 

important areas of focus. Your coalition may choose to focus on these events or may choose to vary them according to 

the needs of your community. You are not committed to using these six ideas. You can implement any number of them. 

The materials are designed to work with the following themes.

● Event 1: Targeting the Pedestrian: Traffic Signals & Crosswalks

● Event 2: Targeting the Pedestrian: Reflective Materials: What are They?

● Event 3: Targeting the Pedestrian: Child Pedestrian Safety

● Event 4: Targeting the Pedestrian: Elderly Pedestrian Safety

● Event 5: Targeting the Driver: Look and Stop for Pedestrians

● Event 6: Targeting the Driver: Unsignalized Crosswalks and Mid-Block Crossing

Each event can be a separate focus for your campaign. Further, each event could have one or more activities 

associated with it. For example, your event plans might include:

● Event 1: Targeting the Pedestrian: Traffic Signals & Crosswalks Program kick-off event in local town center 

with speaker. Speaker could be a victim of a pedestrian crash. May be related to recently installed/improved 

pedestrian facilities. Send out a program kick-off press release. Distribute campaign materials. 

● Event 2: Targeting the Pedestrian: Reflective Materials: What are They? Scheduled speaker at City Hall explains 

why pedestrians need to be visible at night and how reflective materials can help. Send out a reflective materials/event 

press release. Distribute reflective items/brochures. 

● Event 3: Targeting the Pedestrian: Child Pedestrian Safety School event distributing reflective stickers or pins, 

offering an opportunity for local law enforcement to speak to children about the importance of visibility and other 

safe pedestrian behaviors, such as crossing techniques and the meaning of the pedestrian signals. Send out a press 

release about child pedestrian issues. Work with teachers to include this topic in curriculum and prepare materials 

for parents to get involved. 

● Event 4: Targeting the Pedestrian: Elderly Pedestrian Safety Event at local senior center offering an opportunity for 

local law enforcement to speak to seniors about special considerations for their safety when walking. Could also offer 

an opportunity for a local senior to address the public/press about the importance of driver cooperation and attention 

to senior pedestrians. Invite media by sending out a "vulnerable road users" and event press release. 

● Event 5: Targeting the Driver: Look and Stop for Pedestrians Event coordinated with law enforcement to stop 

drivers who fail to stop for pedestrians in the crosswalk. Media invited to film the operation and speak with 

community officials about the operation and its impact on pedestrian safety. 

● Event 6: Targeting the Driver: Unsignalized Crosswalks and Mid-Block Crossing Campaign closing event featuring 

a victim as speaker. Wraps up the campaign. Use a campaign-closing press release. Distribute campaign materials. 

Example Timelines

Each campaign coordinator can use these ideas as they relate to an individual community's needs and resources. You 

may want to create a fast and hard-hitting schedule, or you may want to stretch activities through changing seasons. 

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The campaign materials provided can be successful in many different formats.

6-Days 

For a 6-day timeline, your activities will have to be quick, easily understood and rapid-fire. Each day is a different unit 

or focus. To be successful with this timeline, secure a media partner, or partners, first. The media partner(s) should 

commit to running a story or PSA every day of the campaign. The 6-day timeline could work well for school-related 

activities. The 6-day timeline could be any 6-day period you choose.

6-Weeks 

Spread the campaign out and encourage local organizations to conduct their own activities with this timeline format. 

Each week is a different focus. Week one could include a pedestrian parade through town with the Mayor and other 

local officials, with events at schools, public transportation sites and local businesses the following weeks. The 6-

week timeline could be any 6-week period you choose.

● 6-Week Example Timelines:

● First week of March to the second week of April

❍ Warmer weather increases outdoor activity. 

● Third week in April to the last week of May

❍ Warmer weather increases outdoor activity and message coincides with the end of the traditional school year. 

● Last week of October to the first week of December

❍ Daylight savings time begins and darkness falls earlier. Days continue to shorten.

6-Months 

A 6-month timeline could be most effective for a coalition with extensive membership and resources. Each month is 

a different focus. There is more time between activities, offering the coalition ample opportunity to coordinate large 

events/projects. The 6-month timeline could be any 6-month period you choose.

● 6-Month Example Timelines:

● Winter to Summer

❍ December, January, February, March, April, May 

❍ Complements the traditional school year calendar.

● Spring to Fall

❍ April, May, June, July, August, September 

❍ More useful for a broad campaign that does not require school partnerships for distribution of message.

Program Funding

There are a variety of ways to obtain funding for the Pedestrian Safety Campaign. Following are some suggestions 

- however, we recommend that you contact your State Department of Transportation for more information on 

funding options. 

General descriptions of two Federal funding categories follow:

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Surface Transportation Program (STP)

Under the current Federal transportation funding bill - the Transportation Equity Act for the 21st Century (TEA-21) - 

the Surface Transportation Program (STP) is a category of funds that is apportioned to each state. A pedestrian 

safety awareness campaign to improve compliance with traffic control devices (pedestrian signs, pedestrian 

signals, crosswalks, etc.) is eligible for STP funding and falls within the eligibility requirements of the STP Safety 

and Transportation Enhancements set-asides. TEA-21 requires that 10 percent of these STP funds each be set aside 

for infrastructure safety and for Transportation Enhancement activities. State highway or transportation agencies 

are charged with administering the Federal aid program and are the contact points for discussing STP funding requests.

Section 402 Highway Safety Funds

The Section 402 Highway Safety Program was established by the Highway Safety Act of 1966 and is codified within 23 U.

S. Code 402. This Act directs that every state has an approved highway safety program designed to reduce trafficrelated fatalities and injuries. State 402 Program funds are administered by the National Highway Traffic 

Safety Administration (NHTSA) through funding to the Governors' Highway Safety Representatives in each state.

Section 402 funds can be used to develop countermeasures that include addressing a wide array of highway 

safety problems related to human factors and some roadway-related, non-construction countermeasures. Examples of 

these might include projects designed to increase compliance with traffic control devices (such as pedestrian signals, 

signs, and markings). Any Section 402 funding requests must be directed to the State Governor's Representative. If 

a pedestrian safety campaignrelated project request is approved by the Governor's Representative, the following 

are examples of activities that can be funded with those Section 402 funds:

● Salary for a program site coordinator. 

● Clerical support. 

● Selective law enforcement. 

● Observational surveys. 

● Statistical tabulation and analysis. 

● Subcontracts with public relations and/or media firms. 

● Production of bumper stickers, buttons, and other promotional items. 

● Travel expenses for meetings and presentations. 

● Postage, printing and photocopying. 

● Program-related telephone and fax expenses.

Grassroots Fundraising 

(This section is for informational purposes only and not meant as an endorsement by the Federal government.)

Fundraising for your program takes effort and enthusiasm from you and your volunteers, but there are also many benefits 

of raising your budget through your own work. Aside from the financial gain, you also gain self-sufficiency 

and independence. It is also a way for you to enhance the strength of your organization and rally around a cause for 

which the community has already voiced support. Finally, good fundraising creates its own publicity and allows you 

to highlight your Pedestrian Safety Campaign with key audiences and local media.

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You may raise funds by putting on special events or by simply approaching local corporations and the general public. 

Many publications contain information that can help you develop a fundraising plan. Here are some useful fundraising hints:

● Make sure you have volunteers with fundraising experience or professional fundraisers as part of your 

community Pedestrian Safety Campaign coalition (see Organizing a Coalition for assistance). Create a 

fundraising committee or add these individuals to your special events committee and ask them to brainstorm ways to 

raise funds. Make it a topic of a committee meeting and review suggestions. 

● Solicit companies by targeting business organizations that are involved in, or highly concerned with, highway safety - 

such as insurance companies, or businesses with a high number of employees that commute by car. Review the 

economic statistics with these groups to stress that the public's compliance with traffic controls will ultimately benefit 

them (insurance companies save money in reduced claims, large companies eliminate the productivity losses caused 

by absent employees, etc.). Some companies will benefit simply because their sponsorship of a program that is good for 

the community will earn them goodwill and media exposure they would not otherwise get. 

● Practice talking about the program and asking for money. Most people find asking for money difficult, and usually a 

potential donor will not offer money on their own. 

● Be prepared to meet with potential contributors at their convenience and make the most of every opportunity. Be ready 

for short-notice meetings by doing your homework prior to your first contact. 

● Some foundations or organizations make what they call a matching grant, which will provide a set amount of money if 

you raise a specific amount in a given time period. 

● If you decide on fundraising events, plan activities and events that are fun. It is important that you and your volunteers 

are having a good time and look forward to the event. Negative attitudes on the part of fundraisers may affect the effort 

put forth. 

● Make sure you invite the media to your fundraising event. This is an ideal time to promote the cause of the fundraiser. 

● Many foundations have funding for public education programs. Investigate foundations in your community. 

In-Kind Donations

Many companies and organizations may be more willing to donate items and time rather than money, and sometimes 

this may be even more valuable. Whenever you can, approach companies for donations of this type. Printers and 

publishers are the most obvious sources to explore, but also look for creative communications methods that can be 

donated. Marketing, advertising, and research companies may help develop your phone survey list and actually do 

the calling for you. Public relations agencies often seek pro-bono clients to promote their services, and may offer to 

assist you in creating media lists, or writing and editing your press materials. Colleges and universities are 

potential resources to assist in pre- and post-program analysis. Research or marketing departments are often interested 

in "real life" projects for students as part of the class curriculum. Even grocery chains or snack food companies 

will sometimes donate food and drinks for a special event that benefits the community. Local sports celebrities often 

donate their time to promote events in their community.

If you have doubts about which companies in your community to target, you may try sending letters requesting support to 

the "Top 100 Businesses," a listing which is published in many cities' newspapers or magazines. Your letters do not need 

to specify what type of support you are requesting, but you should follow up in a timely manner with a phone call to 

discuss options. Whenever appropriate, recognize donations of this type in your media materials and inform 

the organizations' community affairs representatives that they may receive media coverage if they work with you. 

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Working With the Media

In working with the media, use the materials that this campaign provides. Use these materials as examples of format 

for creating your own communications.

Review Goals

Review your campaign goals to develop specific media outreach goals, such as:

● Educate the public about how pedestrian crossing signals work by securing placements of the "Simple Safety" TV PSA 

and appropriate print PSAs; and 

● Encourage pedestrians to wear reflective materials by securing placements of the "Pedestrian/Night Visibility" TV PSA 

and appropriate print PSAs. 

Develop Media Strategies 

Develop media strategies, such as:

● Form a coalition of advocates who can support the campaign in a variety of ways, such as adding weight to the 

campaign with their credentials; helping out with media outreach, printing or other needed services; and bringing in 

sponsors to pay for a media buy. 

● Lay the foundation for a successful PSA campaign by creating a media event that will garner significant media coverage. 

● Boost media coverage of the media event by securing the participation of local officials and other prominent members of 

the community. 

● Maximize PSA placements by saturating all appropriate local media contacts. 

● Secure continuing media coverage by partnering with key media contacts (this may require some paid 

placements, otherwise known as a media buy). 

● Augment media placements with promotional media placements, such as posters, bumper stickers and other "giveaways" 

at local events. 

Tactics

● Conduct a press conference with the highest-ranking local official you can secure, business leaders, community leaders, 

and either your regional DOT representative or other local safety representative. 

● Create your own newsworthy event and invite local officials, business/community leaders, and safety representatives 

(see more on events on page 25). 

● Conduct a "walking tour" of pedestrian safety engineering countermeasures (crosswalks, pedestrian signals, etc.). 

● "Piggyback" on a national event (see more on hooks below). 

● Secure a media champion who will advocate for the cause as often as possible. 

● Distribute the PSAs and conduct aggressive phone call follow up (see more on media outreach on the next 10 pages). 

Hooks

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When conducting media outreach, you will be more successful when you show the media why your story is important 

and give them an appropriate time frame in which to run it. Be aware of local activities and events and try to think 

of opportunities where running the story would make sense, for example:

● National or local Pedestrian Safety Week. 

● Following a high-profile local pedestrian/car crash. 

● When national, regional or local statistics are announced regarding the number of pedestrian injuries/fatalities (increase 

or decrease). 

● When family members of a local pedestrian/car crash victim are willing to speak out and/or holidays that highlight longterm effects on victims' families (first day of school year without Mom, Father's Day without Dad, etc.). 

● When school starts and children are walking to school. 

● When local officials or the media are talking about high-incident locations. 

● When new signals are installed. 

● When new crosswalks are painted. 

● When old crosswalks are repainted. 

● After the holidays when people are resolving to exercise more. 

● Early Spring when the weather starts to warm up and people are outside more. 

● When daylight savings time begins and people are likely to be caught in the dark in dark-colored clothing. 

● International Walk Your Child to School Day. 

Conducting Media Events

Press Conferences

When to Hold a Conference 

A well-timed press conference can boost awareness about your campaign with the general public and with the media 

to which you want to send the PSAs. Select your kickoff date as early in the planning process as possible. The earlier 

you can book the speakers you want, the better chance you have of getting them. When picking a date, check 

your community calendar to ensure there are no other conflicting events and that the date does not fall on a holiday 

or weekend. Newspaper and TV stations maintain smaller crews during weekends, which means less staff to divide 

among news events. Press conferences are best held on Tuesdays, Wednesdays or Thursdays. By Friday, many 

reporters and editors are putting the weekend programming and editions together.

Where to Hold a Conference 

Choose a location that is newsworthy and convenient for the media to reach. A busy intersection with a history of 

pedestrian crashes would provide an interesting backdrop. After the press conference, reporters may even film 

pedestrians crossing the street, pedestrian traffic signals, and cars turning into the crosswalk while pedestrians are 

present, adding to the credibility of the program. Keep in mind however, that the goal is to raise awareness about the 

PSA campaign and its materials. So make sure there is room for a table with campaign materials, including media kits 

with the print PSAs inside, videotapes, radio PSA CDs, posters and any premium items. If there is not an intersection 

that would be relevant, hold your press conference in a place that the media usually covers, such as the Mayor's office 

or City Hall. If you decide to hold your event in a public area, be sure to seek approval from the appropriate city officials. 

The site should be:

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● Easy to find. 

● Near ample parking. 

● Able to accommodate a stage, seats, tent and camera equipment with room to spare for interviews following 

the presentations. 

● Near downtown (TV crews may not travel too far to attend). 

● Able to provide electrical outlets for audiovisual equipment. 

Arrive early and ensure that all equipment is functional.

Choosing Speakers 

When choosing speakers, think about who would have the most compelling story to tell. If appropriate, you might want 

to invite victims or family members of victims as speakers. Victims may be either drivers or pedestrians, depending on 

your focus. Otherwise, your speakers should be well-known local figures such as celebrities, your state's governor, 

the mayor, the chief of police, educators, a local pedestrian

safety advocate, or the head of your local coalition. Ideally, you should have no more than four to five speakers, with 

each saying something significant about the campaign from their own perspective. Each should speak for a short 

period, with the entire event (including press questions) taking no more than 30 minutes. High-ranking officials will 

draw media attention, so plan appropriate, secured areas for them.

Be sure to provide speakers with brief talking points. Speakers should be available for one-on-one interviews after the 

press event.

Creating the Atmosphere 

First, ensure you have visuals that will help you get on the evening news. People at a plain podium will make for 

dull television, so display as many campaign materials as possible, including the print PSAs, posters, and 

brochures. Localize the event as much as possible.

Create simple, professional charts showing local pedestrian crash statistics and photographs to make your case.

Second, recruit members of your coalition to be audience members. You want chairs filled as TV crews are filming. Be 

sure to have light refreshments available for your attendees.

Third, you can also request the presence of local officials by sending them invitations four to six weeks before the 

event. Follow up with a phone call. Request that they demonstrate their support for pedestrian safety by attending. 

Send letters to local police departments requesting that officers attend and to local hospitals requesting that trauma 

doctors and/or nurses attend.

Fourth, hire a photographer with news experience. Most photographers charge affordable hourly rates. This is a 

rare opportunity to photograph high-ranking officials supporting your cause and speaking on its behalf. Be sure to get 

not only candid shots, but posed shots with the coalition leader and officials present. These photos may be used with 

news releases later. Photograph in color; you can always convert to black and white.

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Briefing Session 

Three to five days prior to your press conference, hold a briefing session for all involved. Brief your speakers, ensuring 

the relevant speaking points are addressed. Provide talking points composed as a list of important and related bits 

of information. Review logistics such as seating, the order of the presentations and where media interviews will take 

place. This is a troubleshooting meeting. Don't end it until everyone is comfortable with his or her role and what's expected.

Notifying the Media 

Two days prior to your press conference, distribute media alerts to local newspapers, radio and TV stations and magazines.

When the media arrives, be sure you have a coalition member greeting them, signing them in and distributing media kits. 

Be sure all names are legible; you'll need them later for follow-up.

If you decide to distribute copies of the TV, radio and print PSAs at the event, place a stack on the media sign-in table 

and make sure their availability is mentioned. You should have an area roped off at the rear of the audience for 

media cameras. Reporters should have reserved seats near the front so they can easily ask questions at the 

appropriate time.

Before the event, you should hire a local TV and radio monitoring service. This service will tape all appropriate channels 

to give you a record of coverage. Press clipping bureaus follow print placements and can track your print placements for 

a fee. Such businesses can be found in your local yellow pages under "clipping and monitoring services," 

"media monitoring," or "press clipping service." If your budget is tight, volunteers can accomplish these tasks, but be 

sure you have a record of all media coverage. 

The television PSAs provided with the Pedestrian Safety Campaign Planner are "encoded." This special 

information identifies your PSA as it is run. Some stations offer placement reports, but the encoding also allows for a 

hired monitoring service (found in telephone directories under "media monitoring") to track the number of placements 

and the times at which they were run. This is valuable information for you to use when you evaluate your campaign.

Follow Up 

If key media do not attend, follow up with a phone call and offer an interview, photos, video of the event, etc. Send thankyou letters to media and officials that did attend. Be sure to recognize the efforts of your coalition members.

After the Launch: Continuing the Momentum

Media and outreach efforts shouldn't stop after the press conference is over - they should continue at the same pace 

to maintain momentum and build program equity in the community. Here are some actions that should help keep 

the program going strong:

Continuing Contact with Law Enforcement 

Even with letters of support and verbal agreements from law enforcement agencies, it is important for you to keep 

law enforcement involved with, and excited about, the campaign. Make frequent visits to police departments to keep 

the program in the spotlight. Gifts of bumper stickers, key chains, buttons, and other promotional items also help the cause.

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Continuing Contact with the Media 

Keep in contact with the media after your program kickoff press conference; you still have many chances to get in the 

news. Contact TV and radio news and talk show producers, offering interviews with the program spokespeople.

Keep an eye on the news; some events such as a major local traffic accident or newly released crash statistics will trigger 

or renew a news outlet's interest in a subject. Think of new angles to offer the media and pitch these to them in person 

or over the phone. For example, does the public really know what constitutes reflective materials? Do they know 

exactly what each pedestrian traffic signal means? Or the economic costs incurred by local pedestrian-car crashes?

Special Events 

Community events that take place during the campaign period offer additional opportunities to promote the pedestrian 

safety message - both to the media and to the general public. If none are available or appropriate, create your own. A 

few ideas are listed below, to be supplemented with your own creative ideas and events:

● Pedestrian Safety Fair. Combine your safety message with others by holding a communitywide Pedestrian Safety Fair. 

Set up booths to promote the various safety messages and distribute information. An event of this type can be held in a 

town square, a mall parking lot or inside the mall lobby, a school parking lot, or a local park. Solicit community donations 

of tables, chairs, refreshments, balloons and other carnival supplies. Linking this event with a safety week or month can 

add longevity to the event and help obtain media coverage. 

● School Visits. It's never too early to learn about traffic safety. Past transportation safety programs have benefited 

from educating children to remind their parents to buckle up and look both ways before crossing the street. Presentations 

at local schools that teach children about reflective materials and what the pedestrian traffic signals mean are best given 

by law enforcement representatives in uniform. Check with your local law enforcement agencies to see if programs such 

as this already exist, and if so, work a pedestrian safety presentation into the schedule. If this is not something in which 

your community is already participating, obtain support of the police force and work with them to contact schools. 

Bumper stickers and buttons are excellent handouts for these presentations, as the children will bring them home to 

their parents. Pencils are also good giveaways for children. Encourage the involvement of the teachers, who may be able 

to tie your visit into his/her lesson plans and activities. 

Targeting the Media

Before contacting media or fielding media calls, be sure to establish a single spokesperson to handle most general 

media requests (law enforcement and medical personnel can handle specific questions in their respective areas). It is 

crucial that the campaign is presented in a consistent manner to the media, so it helps to limit the number of 

spokespeople who will assist you in this aim. Your spokesperson should have some media relations experience. This 

person also should review any and all materials before they are distributed to ensure that the campaign messages are 

clear and consistent. Confirm that the person you choose is willing to be easily accessible to the media. It could mean 

the difference between great coverage or none at all.

After you've decided which media outlets to target, you should develop a specific list consisting of contact 

names, addresses, phone numbers, fax numbers and e-mail addresses of all the publications, stations and other outlets 

you want to receive your media materials. Many media directories exist to provide you with such information. Within this 

list, you'll want to highlight anyone who recently has written an article, or produced a TV and/or radio spot on traffic safety,

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or requested information for a possible story. These are "hot" prospects and should be targeted first. Another way 

to determine the individuals with whom you should establish relationships is to monitor the media for a month or two. 

Read newspaper columns, watch the local talk show hosts and figure out which local station is apt to cover programs of 

this nature.

Your local library or state press association is the best place to find a local media directory. They can be purchased, 

but most cost several hundred dollars. Examples of media directories that can be purchased, include:

● American College Media Directory 

● Bacon's Media Directory 

● Burrelle's Media Directory 

● Gebbie Press All-in-One Media Directory 

It is always a good idea to double-check the names listed in any media directory, simply because editors and 

reporters frequently change jobs and addresses.

Contacting the Media

For this program, you may be contacting the media to: 

● Invite them to a program kickoff press conference, 

● Solicit general news stories about the program, and 

● Request that they place the public service announcements (PSAs) provided. 

There are certain courtesies, such as being conscious of deadlines and returning calls promptly, that will enhance 

your relationship with all media representatives. However, different journalists (even those within the same medium) 

may want to receive information in different ways. Some may want a fax, while others prefer an e-mail or phone call 

with information. It is important that you familiarize yourself with their basic preferences. It's as simple as asking.

Note: Many media prefer to receive information via e-mail, but do not like attachments which can take a long time 

to download. Whenever possible, cut and paste your press release into the body of the e-mail.

What to Expect 

A major component of activism is media advocacy: using the media to frame issues about pedestrian safety. Here are 

the most basic tips about how to work with the media:

● Your first contact with a member of the media will usually be when sending a press release. Send press releases to big 

and small newspapers, cable and commercial television and radio stations. Either insert your local information into the 

press release template or write a cover letter explaining the involvement of you and/or other local people in the subject. 

● Understand that reporters are usually working on a deadline. Call back right away. When a reporter calls you, always 

find out what kind of deadline he or she is facing. 

● Decide in advance a few concise points you want to make if interviewed. 

● Include a local contact name and number in your press release and/or letter. 

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● Respect the media's deadlines by responding promptly to all calls. 

● Use personal experience to answer questions. Offer the reporter fact sheets and other supporting information. 

● Remember that you are not required to be an expert about everything. Refer reporters to your state pedestrian 

coordinator or state DOT for more information. 

Specific information related to the different types of media:

Radio and Television Stations 

You should plan on pitching story ideas to local television stations (particularly newsworthy events such as the kickoff 

event and enforcement days). There are two different avenues you can pursue at radio and television stationsnews departments and talk shows.

● News Departments 

News departments are interested in timely stories, enforcement issues, statistics or a profile of the program. If 

inviting journalists to special events for coverage, contact or send a media advisory to the news assignment or 

planning editors at radio and TV news departments. A media advisory is a simple one-page news release in bulletpoint format. Media advisories are generally faxed one day prior to the event so stations put the event on their 

scheduling books. Follow up with phone calls the morning of the event. 

● Talk Shows 

Talk shows are put together by producers who are looking for interesting, credible guests to appear, live or taped, to 

discuss an event or issue. Send a one-page news release and/or letter to the producer of the show (see sample on 

pages 74-75), and follow up with a phone call. Offer the producer several guests who can speak authoritatively (police 

chief, program coordinator, medical community spokesperson) about the Pedestrian Safety Campaign. There is no need 

to wait until after your kickoff to begin media interviews - starting them a few days before kickoff will help you publicize 

the event. 

In addition to generating story interest, you will want to provide stations with PSAs. A meeting with a station's public affairs

or PSA director will be your best bet in obtaining placement of your PSAs. During this meeting, it is important to 

come prepared with facts, figures and dates regarding the program to establish your credibility early. Use your coalition 

to write letters encouraging the director to run your PSAs.

Newspapers 

You will have three main objectives when communicating with a newspaper reporter or editor:

● 1) A reporter and camera at your kickoff press conference and other special events. 

● 2) Articles written on the program and inclusion of special events in the newspaper's community calendar of events. 

● 3) Placement of print PSAs.

Send media advisories, for events such as your program kickoff, to the City Editor one week prior to your event. You 

should plan to follow up with a phone call to determine interest. Call early in the week and early in the morning the day of 

the event as a general rule (obviously, some reporters will have other preferences - respect those). Check with 

the publication to determine its editorial deadlines. Morning newspapers generally have a 2:00 to 4:00 p.m. deadline.

Local Magazines 

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Your objectives when dealing with local magazines will be similar to those with newspapers, with the primary 

difference being deadlines. Editorial deadlines for many monthly magazines are usually two to three months in advance 

of the publication date. When creating your media target list and timeline, be sure you recognize the early deadlines of 

this medium. Most magazines are feature-oriented. Researching and writing these more in-depth stories requires a 

longer period of time than the stories written by daily newspaper reporters. Sending a letter to a magazine reporter, 

and following up with a brief phone call, may be the most effective way of reaching him or her. These stories will 

generally be less timely, but more detailed, than those done by daily newspapers. They are a big help when media 

attention starts to lag and help you keep the momentum going.

Cable Television 

The best way to arrange for a spokesperson appearance on a local cable talk show is to send a letter describing 

the situation and program to the producer of the show. Follow up with a phone call to ascertain interest. Send your 

letter about one month in advance of your desired coverage date and be sure to include the visual or video possibilities 

in your concept (footage of local officers enforcing the law, etc.). In addition, cable programming may have the best 

PSA placement opportunities. Contact the individual stations as you would the network TV stations.

Electronic Media 

The Internet is a great way to get your message to the general public. When forming your coalition, a website designer 

and online writer would be immensely helpful in this area. Your site could include statistics, affiliate organizations and 

efforts, contact names for presentations and links to other coalitions, as well as links to a downloadable version of 

the campaign's PSA materials. Be sure to print your website address on any marketing materials and provide it to 

reporters. Another option is to piggyback on an existing city, hospital or law enforcement website. Most sites have 

contact names and numbers for more information.

Preparing for an Interview

● Ask for the reporter's name and the media organization for which he or she is reporting. However, it's best not to 

play favorites when deciding whether or not to grant an interview to a specific reporter. It may seem like a good idea in 

the short run, but in the long run it will damage your relationship with reporters and may come back to haunt you. 

● When a reporter calls requesting an interview, you have a right to ask the subject of the interview and some 

sample questions. If you need time to collect your thoughts and the reporter's deadline allows, offer to call back later at 

a specific time - and follow through. 

● Don't let yourself be ambushed by the media. If a reporter shows up in your office or calls at a time when you 

are unprepared, reschedule the interview for a time when you feel comfortable. 

● Think of two to three main points you would like to make about the campaign. Gather facts, figures and anecdotes to 

support your points. Anticipate questions the reporter might ask and have responses ready. 

● Have printed materials to support your information whenever possible, in order to help the reporter minimize errors. If 

time allows, offer to fax or mail the reporter printed information in advance of the interview. 

● Be aware that reporters' schedules are determined by the breaking news of the day. Do not be offended if an interview 

gets canceled or rescheduled because a more urgent story arises. 

During the Interview

● If you are being interviewed by phone, the reporter may be required by law to tell you when you are being recorded. If 

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you're not certain, you should ask. 

● Begin at a basic level. Avoid academic or technical jargon; explain special terms if you must use them. 

● Be brief! We live in the age of the sound bite. Television and radio stories may use only a 10-30 second cut. The 

shorter your comments, the less likely they are to be edited. Even print reporters are looking for short, snappy quotes. 

● There are five C's to success: Speak with conviction in a conversational manner, while retaining your composure.

Be confident. Remember that you are the expert. Be colorful - tell stories and anecdotes that illustrate your point. 

Give examples. 

● Stick to your main points and do not allow yourself to get drawn too far off on tangents. Most people make the mistake 

of talking too much. Repeat your points if necessary to get back on track. 

● Speak in complete thoughts. The reporter's question may be edited out and your response should stand on its own. 

● Don't overestimate a reporter's knowledge of your subject. When a reporter bases a question on information you believe 

is incorrect, do not hesitate to set the record straight. Offer background information where necessary. 

● If you do not understand a question, ask for clarification rather than talking around it. If you do not have an answer, say 

so. Tell the reporter where to find the information, if possible. 

● Never say, "No comment." Instead, if you cannot or do not choose to answer, explain briefly. For example, "It is our 

policy not to discuss lawsuits currently in litigation" or "I can't answer that because I haven't seen the research paper you 

are referring to." 

● Avoid saying things "off the record." Reporters may or may not honor this, and it annoys them. If you don't want to hear 

it repeated in the media, do not say it. 

● Be honest. Don't try to conceal negative information; rather, let your interviewer know what you are doing to solve a problem. 

Tips for Broadcast Media

● For television interviews, plan to wear solid-color clothing, but avoid solid white. Stripes, plaids and other designs can 

cause problems with color TV pictures. Avoid large, jangling or reflective jewelry. 

● Look in a mirror, if possible, just before going on camera. The reporter may not tell you that your collar is folded over or 

your hair is out of place. 

● Choose a location where your can screen out extraneous noises. Hold your calls and turn off your computer, if 

possible. Avoid rooms with loud background hums from air conditioning or heating units. 

● Find out in advance whether the interview is edited or "live." If you agree to a live interview, be sure you are 

comfortable thinking on your feet and responding off the cuff. 

● In edited interviews, do not answer questions too quickly; pause briefly before answering. This helps the reporter get 

a "clean" sound bite and also has the added benefit of allowing you time to think out your answer. 

● In edited interviews, it's O.K. to stop and start over again if you don't like the way you worded your answer. 

● In a TV interview, look at the reporter - not at the camera. The only exception is in a satellite interview, when the reporter 

or anchor may not be on location. If you're uncertain where to look, ask. 

● Stay stationary in front of radio or TV microphones and avoid sitting in a chair that rocks or spins. Wandering around 

or rocking your chair can cause the recorded volume to rise and fall. 

● Be aware of and avoid nervous habits, such as pen tapping, that can interfere with the interview. 

After the Interview

● Ask the reporter to identify you with your organization and title. 

● In most instances, you will not have the opportunity to check over the reporter's story before it appears. However, you 

can ask questions at the end of an interview to test for comprehension. For example, you might inquire, "What do you 

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think is the main story angle here?" 

● You may want to ask when a story will appear. The reporter may not have an answer, but may provide the date when it 

is available. 

● After reflecting on an interview, if you feel that you misspoke or gave incorrect information, call the reporter as soon 

as possible and let him or her know. 

● Similarly, you can call with additional information if you forgot to make an important point. 

● Give positive feedback to reporters, if merited, after a story appears. Like the rest of us, they usually hear only 

complaints and rarely get a call or note to say they've done a good job. 

● If you are unhappy with a story, share your concerns with the reporter first. Contacting his or her editor is a last resort. 

● For radio and TV stories, obtain a tape of the final broadcast if possible and critique your own performance, looking for 

ways you might improve in the future. 

● If you have a clipping or tape, please share a copy with the FHWA Safety Office and provide your 

contact information.

Crafting Your Pitch

In order to get media placement, most public relations people make "pitches." We throw the story to journalists. 

Journalists hate to be bombarded with pitches, especially those pitches that are not relevant to their beat or specialty.

It is difficult to know exactly what each reporter's interest areas are, even with the use of databases. When you do figure 

out an interest area, there's no guarantee that:

● a) the journalist will pick up on your story, or 

● b) the journalist is still even on that beat, since reporters change jobs and switch beats a lot. 

Given this predicament, there are three basic ways you can build a media list to pitch a particular story: 

Direct, fast pitches: Can be made when you know exactly who to send your story to, and you know that the story 

clearly and directly relates to their beat.

Slow pitches: Are made by tailoring your pitches for journalists who may have the ability to cover your story from 

an unusual angle that relates to their beat.

Wild Pitches: Are pitching everyone in sight, from the managing editor down to the lowliest cub reporter. Journalists 

hate this, but there's a reason PR people do it: it sometimes works and it's not that much more expensive than the other 

two approaches. The reason it sometimes works is that by spreading the story to the widest audience, you may find 

a reporter willing to do the story who otherwise might have slipped through the cracks.

The most effective way to use these pitches is to combine these styles to address a range of media that fits your 

target audience.

Phone Call Follow-Up 

Phone calls are a very effective way to boost your placement results. Journalists are inundated with information. By calling 

to explain your release and/or activities, you can make important connections with journalists that may result in 

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coverage that you would not have earned by other means.

When you place a media phone call, you are offering an opportunity for information gathering. The journalist 

can immediately obtain information without the work of doing additional research. Most of us can identify with looking for 

the most efficient route to take when completing our work. By helping make the task easier for the journalist, you can 

raise the likelihood that your story will be placed.

Evaluation/Measurement

There are many ways to measure the success of your campaign. You must plan for whatever method you choose as 

you initiate the campaign. Some measurements must be taken before your launch in order for you to make 

comparisons, such as public surveys of knowledge and feelings about:

● Pedestrian facilities (knowledge of signs, signals, etc.) 

● The importance of pedestrian safety concerns 

● Likelihood of being involved in a pedestrian crash 

● Risk factors for being involved in a pedestrian crash 

Examples of possible survey questions include:

● Do you know what it means when the "Don't Walk" (or "hand") sign flashes? 

● What does a marked crosswalk mean? 

● What can you do to make yourself visible to drivers in the dark? 

● Do you know what factors make you more at-risk for being hit as a pedestrian? 

● Do you normally cross at a designated crossing location? If not why? 

Examples of possible post-campaign survey questions include:

● Do you remember any of the campaign messages? 

● Did the campaign change/effect your behavior? 

Other methods of evaluation are based on response to your outreach. These include:

● Number of media placements 

● Number of "impressions" made 

● Dollar value of "earned media" 

● Number of hits to your website 

● Number of calls received by your 800 or other phone number 

● Number of requests for materials 

Evaluation and Fax-Back Forms

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There are a number of ways to evaluate this campaign. If you have funding or a willing sponsor, you could conduct 

surveys with the general public to test recognition and retention of the campaign themes and messages. However, if this 

is not an option, you can still evaluate your campaign's success by keeping track of the number of earned media 

placements and the dollar value associated with each (what it would have cost if the media placement had been 

purchased). If you can include a website or hotline number in your campaign, you can also quantify website hits and 

calls. One easy way to track placement of your materials and/or information that is distributed by the media is to supply 

each of your contacts with a fax-back form and ask that they return it to you completed via fax. This form quickly and 

easily informs you about how your efforts have resulted in placement. Please see the example form for TV PSAs on the 

next page. Feel free to use it as a template for your own fax-back forms.

Television Fax-back Form (This sample can be modified for print, radio, etc.)

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Alternative Outreach/Materials Placement

Other Materials

There are many materials that could enhance your local campaign. Feel free to develop materials that relate to the 

tested messages provided. Such materials could include:

● Activities for school-age children, including puzzles and coloring pages 

● Advertisements on taxi cabs in urban areas targeting pedestrians and drivers 

● Bumper stickers with campaign safety messages 

● Internet banner PSAs 

● Promotional materials 

● PSAs for mass transit, including bus and subway PSAs 

● Reflective giveaways for community events, fairs, and malls - including arm bands, hats, Velcro/tape, gloves, shoe 

laces, etc. 

● Reflective backpack/jacket zipper tags for children 

● Reflective keychains 

● Refrigerator magnets with pedestrian and driver safety messages 

● T-shirts featuring a logo and/or messages 

Images have been included on the Campaign Materials CDs that can be used to personalize promotional materials. 

See pages 71 and 72.

Acknowledgements/Recognition

The Federal Highway Administration would like to thank the following persons and organizations for their support of 

the Pedestrian Safety Campaign:

● Atomic Dog

● Bethesda Chevy Chase Rescue Squad

● District of Columbia Department of Transportation

● FHWA District of Columbia Division Office

● FHWA Maryland Division Office

● Gregory Mitchell

● KLS Engineering

● LISBOA, Inc.

● Montgomery County Government (Maryland)

As well as the members of the Technical Working Group:

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● Aida Berkovitz 

Federal Highway Administration

● Leverson Boodlal 

KLS Engineering

● Tom Brahms 

Institute of Transportation Engineers

● Vince Burgess 

Commonwealth of Virginia Department of Motor Vehicles

● Valerie Burnett-Edgar 

Maryland State Highway Administration Public Affairs

● Andy Clarke 

Association of Pedestrian and Bicycle Professionals

● Mike Cynecki 

City of Phoenix Department of Traffic Safety

● Cydney DeModica 

Arizona Department of Transportation

● Ann Do 

Federal Highway Administration

● Max Farrow 

LISBOA, Inc.

● John Fegan 

Federal Highway Administration

● Jennifer Gavin 

American Association of State Highway and Transportation 

Officials

● Mary Pat Hanley 

National Safe Kids Campaign

● Dorothea Hass 

WalkBoston

● Tom Huber 

Wisconsin Department of Transportation

● Frank Julian 

Federal Highway Administration

● Marv Levy 

National Highway Traffic Safety Administration

● Julie Matlick 

State of Washington Department of Transportation

● Barbara McMillen 

Federal Highway Administration

● Peter Moe 

National Center for Bicycling and Walking

● Bill Knost 

Fairfax County Police

● Juanita Panlener 

LISBOA, Inc.

● Pat Pieratte 

Florida Department of Transportation

● Tamara Redmon 

Federal Highway Administration

● Geri Reinhart-Tse 

LISBOA, Inc.

● Joy Riddell 

Florida-Atlantic University

● Rich Schieber 

Centers for Disease Control

● Carra Schoene 

National Highway Traffic Safety Administration

● Megan Sheehan, Ph. D. 

LISBOA, Inc.

● Amie Sheikh 

LISBOA, Inc.

● Deb Spicer 

State of New York Department of Health

● Mike Staggs 

Federal Highway Administration

● Carol Tan Esse 

Federal Highway Administration

● Shirley Thompson 

Federal Highway Administration

● Stacey Vilas 

Madison, Wisconsin Police Department

● Ann Walls 

Federal Highway Administration

● Diane Winn 

University of California, Irvine

● Kim Wolski 

Boston Public Health

● Susan Yates 

LISBOA, Inc.

Appendix

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Campaign Materials

For a complete list of campaign materials, please see the matrix on page 100.

TV PSAs 

These PSAs can be found on both the beta tape and Data CD2 in the Pedestrian Safety Campaign Planner materials.

This campaign includes 2 driver-targeted TV PSAs:

Driver/Child Crossing :30 

Highlights a crucial concern for pedestrian safety: Drivers making left or right turns at intersections may not 

remember to look for pedestrians crossing.

Driver/Young Girl :30 

Makes a hard-hitting emotional appeal to drivers: Look out for pedestrians - the lives of others are in your path. 

Also included are 2 pedestrian-targeted TV PSAs:

Also included are 2 pedestrian-targeted TV PSAs:

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Pedestrian/Signals :30 

Uses film footage, voiceover and animated text to explain the pedestrian crossing signals.

Pedestrian/Night Visibility :15 

Shows a firefighter at work and walking in casual clothing at night, making use of reflective materials and 

emphasizing the importance of being visible when walking in the dark. 

Radio PSAs

The following radio PSAs were developed for the Pedestrian Safety Campaign and are included in the audio CD that 

is part of the campaign materials:

Good Driver :30 

Sounds of cars zooming by and other road noise. Then a young man's voice. He sounds sincere. "I'm a good driver. I 

look for cars. I pay attention." Sound of tires screeching, a young girl's scream, and shattering windshield. Then 

silence. Music becomes more somber. The driver is clearly emotional as he says: "I should have seen the little girl in 

the crosswalk."

Narrator: "Please, look for pedestrians. Stop for them. Think of the impact you can make. A message from the 

Federal Highway Administration."

Young Girl :30 

Sounds of traffic zooming by. Above the noise, a young girl's voice. She is clearly upset. "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." Sound 

of tires screeching, a scream, and shattering windshield. Then silence. Music becomes more somber. Full of anguish, 

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the girl continues, "I really miss her. . ."

Narrator: "Please, look for pedestrians. Stop for them. Think of the impact you can make. A message from the 

Federal Highway Administration."

Young Girl-Multiple Threat :30 

Sounds of traffic zooming by. Above the noise, a young girl's voice. She is clearly upset. "Why was that driver in such 

a hurry? He saw the car in the other lane stop and he decided to go around it. He wasn't looking for my mom in 

the crosswalk." Sound of tires screeching, a scream, and shattering windshield. Then silence. Music becomes more 

somber. "I really miss her. . ."

Narrator: "Please, look for pedestrians. When a car stops in front of you, slow down and be prepared to stop. Someone 

may be crossing the street. Think of the impact you can make. A message from the Federal Highway Administration."

Distracted Teen :30 

Sounds of traffic zooming by then a young male voice. "We were just driving to school. Yeah, the music was loud and 

we were all talking. I thought I had everything under control." Sound of tires screeching, a scream, and shattering 

windshield. The young male continues, clearly emotional. "Until I hit that kid in the crosswalk."

Narrator: "Please, look for pedestrians. Stop for them. Think of the impact you can make. A message from the 

Federal Highway Administration."

Instant :30 

A young mom's voice, starts out sweet and turns very emotional. "In an instant, my son could make anyone smile. In 

an instant, he was gone. The driver was looking for other cars, but he didn't watch out for my son crossing the 

street. Imagine, in the time it takes to stop for someone in the crosswalk, you could save a life... or change yours forever."

Narrator: "A message from the Federal Highway Administration."

Share the Road :15 

Sounds of several cars rushing by, then a young woman's voice. "I walk and you drive. So let's make a deal. I'll watch 

for you - and cross the street safely. You watch for me - and stop. Think of the impact we can make."

Narrator: "A message from the Federal Highway Administration."

Print PSAs

There are many ways to use and place print PSAs. A variety of schools, businesses, communities, associations 

and religious groups publish newsletters and are willing to run PSAs. Most major magazines and newspapers offer 

PSA placement to some extent. Many times they will keep them on hand to fill advertisement space when an 

advertiser cancels an ad at the last minute.

Companies and organizations sometimes donate ad space in their newsletters, brochures, or other print materials that 

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may be filled with one of the print PSAs. Creative possibilities for PSA placement include bus signs, paycheck stuffers 

for local businesses, billboards, store flyers, insurance company bill stuffers, and palm cards for law enforcement 

and crossing guards.

Call your nearby publications and ask whether they place PSAs, and if so, how they would like for you to deliver them. 

In most cases, you will provide electronic files. You will need to ask which file format they prefer, and then provide those 

files on a CD. The CDs in this kit contain QuarkXPress files, the file type most often preferred by print publications. 

Some may prefer to print the PSAs in black and white as opposed to full-color. If black and white is required, have a 

graphic designer convert the full color PSA files to black and white files before delivery to the publications.

You may have graphic designer or printing firm add your organization or coalition logo to the PSAs prior to delivery to 

the publications. The text "sponsor logo here" should be removed prior to delivery.

File is located on Data CD1 in the folder FHWA PRINT PSAs/DRIVER PSAs on page 2 of the Quark 

document DRIVER_PRINT_PSAs.

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File is located on Data CD1 in the folder FHWA PRINT PSAs/DRIVER PSAs on page 3 of the Quark 

document DRIVER_PRINT_PSAs.

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File is located on Data CD1 in the folder FHWA PRINT PSAs/DRIVER PSAs on page 4 of the Quark 

document DRIVER_PRINT_PSAs.

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File is located on Data CD1 in the folder FHWA PRINT PSAs/DRIVER PSAs on page 5 of the Quark 

document DRIVER_PRINT_PSAs.

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File is located on Data CD1 in the folder FHWA PRINT PSAs/DRIVER PSAs on page 6 of the Quark 

document DRIVER_PRINT_PSAs.

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File is located on Data CD1 in the folder FHWA PRINT PSAs/DRIVER PSAs on page 7 of the Quark 

document DRIVER_PRINT_PSAs.

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File is located on Data CD1 in the folder FHWA PRINT PSAs/DRIVER PSAs on page 8 of the Quark 

document DRIVER_PRINT_PSAs.

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File is located on Data CD1 in the folder FHWA PRINT PSAs/DRIVER PSAs on page 9 of the Quark 

document DRIVER_PRINT_PSAs.

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File is located on Data CD1 in the folder FHWA PRINT PSAs/PEDESTRIAN PSAs on page 2 of the Quark 

document PEDESTRIAN_PRINT_PSAs.

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File is located on Data CD1 in the folder FHWA PRINT PSAs/PEDESTRIAN PSAs on page 3 of the Quark 

document PEDESTRIAN_PRINT_PSAs.

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File is located on Data CD1 in the folder FHWA PRINT PSAs/PEDESTRIAN PSAs on page 4 of the Quark 

document PEDESTRIAN_PRINT_PSAs.

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File is located on Data CD1 in the folder FHWA PRINT PSAs/PEDESTRIAN PSAs on page 5 of the Quark 

document PEDESTRIAN_PRINT_PSAs.

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File is located on Data CD1 in the folder FHWA PRINT PSAs/PEDESTRIAN PSAs on page 6 of the Quark 

document PEDESTRIAN_PRINT_PSAs.

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File is located on Data CD1 in the folder FHWA PRINT PSAs/PEDESTRIAN PSAs on page 7 of the Quark 

document PEDESTRIAN_PRINT_PSAs.

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File is located on Data CD1 in the folder FHWA PRINT PSAs/PEDESTRIAN PSAs on page 8 of the Quark 

document PEDESTRIAN_PRINT_PSAs.

Cinema Slides

The local movie theater can be a terrific way to get the message out to a captive audience. In this kit, we have 

included electronic versions of eight cinema slides on Data CD1. Hard copies of the slides are not provided because 

most theaters receive their slides from distributors with very specific formatting requirements. The distributors will need 

the electronic versions of the slides to duplicate them for use in theaters.

In most cases you will have to find a sponsor to fund this method of communication. Cinema advertising is so profitable 

for the cinema industry that free placements are rarely provided. Some distributors have PSA rates that are less costly 

than commercial advertisements, but are still not free. Make use of the fundraising members of your coalition. They may 

be able to negotiate sponsorship. To find out how your local theatres manage their slides, call during business hours 

and ask to speak to the manager.

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The files for all 8 Cinema Slides are located on Data CD1 in the folder FHWA CINEMA SLIDES on pages 2-9 of the 

Quark document FHWA CINEMA SLIDES-RGB.

Posters

Posters make great giveaways at events and can be distributed to department of motor vehicle offices, schools, 

religious organizations, health care offices and/or businesses.

In this kit, we have included electronic files for five posters. Each poster has been designed in color, but they may also 

be duplicated in black and white. If you would like to duplicate the posters in black and white, have a graphic 

designer convert the full color files into black and white files before sending them out for duplication. There are three 

small posters (11" x 17") and two large posters (24" x 36") that can be duplicated, offering you a choice to make based 

on your intended use.

If you're working with large spaces like blank walls, use the larger format. If you're placing them in a cluttered area, you 

will have to decide which size is best. While the large format is attention-getting, the smaller posters take up less room 

and may be more likely to stay up longer. When you place a large poster in an area that many people use to advertise, 

your poster may then be covered by others or removed. Most organizations/venues prefer that you ask for permission to 

put up posters before you post them. They may also have requirements about the materials you may use to adhere/

attach them to surfaces.

You may have graphic designer or printing firm add your organization or coalition logo to the posters prior to duplication. 

The text "sponsor logo here" should be removed prior to duplication.

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File is located on Data CD1 in the folder 

FHWA POSTERS/FHWA 11x17 

POSTERS on page 2 of the Quark 

document 

GIRL_LOOKING_BACK_11x17. 

File is located on Data CD1 

in the folder FHWA 

POSTERS/FHWA 11x17 

POSTERS on page 2 of the 

Quark document 

AERIAL_MOM/

GIRL_11x17. 

File is located on Data CD1 in the 

folder FHWA POSTERS/FHWA 

11x17 POSTERS on page 2 of the 

Quark document 

SPANISH_SIGNALS_11x17 

File is located on Data CD1 in the folder FHWA 

POSTERS/FHWA 24 x 36 POSTERS on page 2 of the 

Quark document TRAFFIC_SIGNALS_24x36. 

File is located on Data CD1 in the folder FHWA 

POSTERS/FHWA 24 x 36 POSTERS on page 2 of 

the Quark document 

REFLECTIVE_FIREMAN_24x36. 

Brochures

The brochures provided with the campaign materials focus on pedestrian topics: reflective materials and pedestrian 

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traffic signals. Research showed that the target audience wants brochures that are brief and concise. We have 

provided them in both English and Spanish for your adaptation and use. You can distribute them however you choosedirect mail, at fairs, shows or bazaars, in schools or office buildings, at theaters, performances, restaurants or bars. In 

many locations you will need to ask for permission to distribute literature.

Brochure 1 

Front Back

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File is located on Data CD1 in the folder FHWA BROCHURES on pages 2-3 of the Quark document 

BROCHURE-REFLECTIVE.

Brochure 2

Front Back

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File is located on Data CD1 in the folder FHWA BROCHURES on pages 2-3 of the Quark document BROCHURE-SIGNALS.

Promotional Materials

You can enhance your campaign by producing promotional materials that communicate the pedestrian safety messages in 

a variety of ways. Artwork for your duplication and use in producing a variety of promotional materials is included on 

the campaign materials CDs.

Contact local vendors by looking in the business yellow pages under "Printers," "Promotional," "Advertising," or 

"Specialty Items." Suggested promotional materials include the following:

● Bumper stickers 

● Doorknob hangers 

● Flashlights 

● Key chains 

● Lanyards 

● Letterhead 

● Magnets 

● Mousepads 

● Mugs 

● Pens/pencils 

● Podium signs 

● Program buttons 

● Reflective materials (armbands, stickers, etc.) 

● Stickers 

● T-shirts 

Obtain quotes from at least three companies before picking a vendor to produce these items. Also keep in mind that 

ordering a larger quantity will usually lower the "per unit" price. Be sure to inquire about these quantity price breaks.

All 14 images on this page are located on Data CD1 in the folder FHWA PROMO ITEM IMAGES in the Illustrator 

file PROMO_SLOGANS_PG1.eps. Individual JPGs of each image can also be found in the same folder on Data CD1 

within the folder JPGS_PROMO_SLOGANS. The individual JPG name is listed below each image on this page.

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All 12 images on this page are located on Data CD1 in the folder FHWA PROMO ITEM IMAGES in the Illustrator 

file PROMO_SLOGANS_PG2.eps. Individual JPGs of each image can also be found in the same folder on Data CD1 

within the folder JPGS_PROMO_SLOGANS. The individual JPG name is listed below each image on this page.

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Technical Preparation of Media Materials

This kit includes everything you need to duplicate the Pedestrian Safety Campaign materials.* You will probably 

need several vendors to reproduce the various components. Carry this Step-by-Step Guide with you to discuss 

duplication options with potential vendors (found in telephone directories under "Communication and Media" or "Video" 

or "Production").

For the print pieces (PSAs, posters and brochures), a graphic designer or printing firm can help you add your coalition 

or supporting organizations' logo prior to duplication. They can also help if you need any of the files converted to black 

and white. For the television PSAs, you will need the help of a video editing studio. We do not recommend that you 

make any changes to the radio PSAs as the voiceover and music are "mixed." However, you can make duplicate 

copies. Please see below.

On many items, additional language can be added that is specific to the needs of your campaign, for example, a 

statistic such as: "Last year in Anytown, 7 pedestrians were killed. We need everyone's help to keep our pedestrians safe."

Here are a few additional recommendations:

Print Materials (PSAs, Posters and Brochures) 

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The print elements of this campaign can be duplicated in either black and white or full color. Directions for printing the 

PSAs, posters and brochures, along with instructions for customizing each piece with your coalition or 

supporting organizations' logo, are located on CD1, page one of the Quark document for that electronic file.

Television PSAs 

The television PSAs included in this kit are on a broadcast-quality beta tape, which you can take to most television 

stations for airing. If you need to make copies, please request that the "Closed Captioning" and "Sigma Encoding" from 

the master be transferred to the copies. If the video production facility does not understand these technical terms, you 

may want to find a different facility. For information about TV PSA monitoring services, please see page 27. 

Electronic versions are available on CD2.

Radio PSAs 

To make copies of the radio PSAs, you may take the enclosed audio CD to a CD duplication facility (found in 

telephone directories under "CD Duplication"), or ask a local radio station if they can make copies for you. If you have a 

CD burner, you can copy the CD using your own computer. However, do not compress the files, copy them as is.

Cinema Slides 

Instructions for customizing the cinema slides with your coalition or supporting organizations' logo and saving your new 

files for cinema distribution are located on CD1, page one of the Quark document FHWA CINEMA SLIDES-RGB.

* Never send out your only copy of the enclosed CDs. Make duplicate CDs for any vendor involved in 

reproduction/duplication. If you lose your CDs, contact Tamara Redmon. See contact information on page 1.

Media Kit Materials

News Releases and Articles

If you have a media professional, public relations specialist or good writer in your coalition, you may want to develop 

your own news releases and articles for distribution to print and electronic media. A sample news release and news 

article are included in this planner and additional articles and releases are included on the enclosed Data CD2. You 

should use these articles and press releases as inspiration, and a formatting template, for your own documents.

There are a variety of venues for your original news articles. Some newspapers do accept pre-written articles-especially 

if they are submitted by a prominent member of the community. Consider asking a high-ranking public official to "byline" 

your article for the local general newspaper or a well-known business leader to "byline" an article for the local 

business journal.

Newsletters-both hard copy and electronic (email and web versions)-are also terrific vehicle for your news article. Look 

for organizations with a safety, health or education-related focus, such as the local hospital, parent-teacher organization, 

or apartment/townhouse/condominium community organization. Corporations with a commitment to the community might 

run an article in the company newsletter. And do not forget small clubs and organizations like the local Boy Scouts, 

Rotary Club or fitness center. Often, small organizations with newsletters are looking for content.

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FOR IMMEDIATE RELEASE

Date here

FOR MORE INFORMATION

Name here, Campaign Coordinator 

Phone number here 

Email address here

Anytown Launches Pedestrian Safety Campaign

Anytown, State*-(Coalition/Campaign Coordinator's organization name), public officials, local law enforcement and 

the general public are coming together to raise awareness about pedestrian safety. On (kick off event date here), 

Mayor Jane Smith and other officials will host a press conference at (time of day here) at (noteworthy intersection or 

City Hall address here). During the event, Mayor Smith will officially declare (campaign dates here) Anytown 

Pedestrian Safety Day/Week/Year.

Sponsored by (Coalition/Campaign Coordinator's organization name), Anytown Pedestrian Safety Day/Week/Year is 

a comprehensive campaign to promote pedestrian safety and educate the public about important pedestrian 

facilities designed to protect both drivers and pedestrians. These devices include crosswalks, pedestrian traffic signals, 

and pedestrian warning signs. Campaign materials will be unveiled at the press event, including television, radio and 

print public service announcements (PSAs), school posters, and more. The campaign targets both drivers and pedestrians.

According to (name of official), "On a national basis, over 5,000 pedestrians are killed, and 85,000 pedestrians are injured 

in roadway accidents every year, resulting in $20 billion societal costs. That's 200 pedestrians killed or injured every 

day. Locally, (list local statistic here). So it's a problem everywhere. This information is timely and much needed."

"Pedestrian safety is a two-way street that requires awareness for both pedestrians and drivers," says 

Campaign Coordinator (individual's name here). "This campaign addresses both of those audiences," he/she 

added. Materials include four television PSAs, six radio PSAs, 15 print PSAs, five posters, eight cinema slides, and 

two brochures. Many of the materials are bilingual.

Based upon research conducted for the campaign, producers created PSAs with emotional appeal. Two of the TV 

spots target drivers with a message to stop for pedestrians. One of those spots involves an adorable five year-old girl who 

is almost struck by a car while walking with her mother in a crosswalk. (With a stunt driver behind the wheel, none of 

the actors were in any danger.) Another spot shows a ten year-old girl at an intersection holding a photo of her mother. 

She tells viewers her mother was killed while trying to cross the street safely and asks who will take care for her now. Two 

of the TV spots target pedestrians. One shows how wearing reflective materials will help drivers see pedestrians in the 

dark. The other tells viewers to obey pedestrian traffic signals and watch for turning cars.

The campaign materials were designed to complement each other and all have a similar look and feel. The TV spots, 

print PSAs, posters and brochures have a de-saturated palette, with just the central character in vivid color, and the TV 

and radio spots all use the same music.

For more information, please contact 

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(Campaign Coordinator's name here) 

at (phone number) or (email address).

* Use official US post office state abbreviation, e.g. AK, CA, IL, MT, NE, etc. (list only the city for top cities, such as 

Chicago, Los Angeles, Miami, New York, and Washington)

This and other newspaper articles can be found on Data CD2 as Newspaper Articles.doc.

Newspaper Article 1: General Pedestrian Safety

Anytown - The latest traffic safety report reveals that last year, 13 Anytown pedestrians were killed and many more 

were injured in motor vehiclepedestrian crashes. Per capita, those figures are slightly higher than the national average.

Nationally, it's estimated that 5,000 pedestrians are killed and 85,000 pedestrians are injured each year. During the 

last decade, more than 63,000 pedestrians died and more than a million others were injured in pedestrian-vehicle 

crashes. Of the people killed, 60 percent were working adults, 23 percent were seniors aged 65 or older, and 17 

percent were children under 21.

Clearly, children and seniors are at highest risk. In Anytown, seven children died and at least 37 were injured while 

walking last year. Meanwhile, four of our seniors were killed and at least 24 injured as a result of vehicle-pedestrian crashes.

Experts say many of these crashes are due to unsafe behaviors by both pedestrians and drivers. So to address the 

problem, government officials, law enforcement, educators, local businesses, and parents have teamed up to 

raise awareness about pedestrian safety. Over the next six days/ weeks/months, members of the Anytown 

Pedestrian Safety Coalition will be conducting a public education campaign to raise awareness about ways to make 

walking safer for everyone.

The campaign is targeted to both pedestrians and drivers, and includes information designed to enhance pedestrian 

safety; such as crosswalks, pedestrian warning signs, pedestrian crossing signals, and reflective materials for 

nighttime visibility.

For pedestrians, a series of public service announcements (PSAs) encourage everyone to cross safely: use 

crosswalks, cross at the corner, or cross at other designated crossing areas; obey pedestrian crossing signals; and 

wear reflective materials when walking at night.

A series of PSAs urges drivers to look for pedestrians and stop for them. The series highlights a variety of 

situations, including the need to look for pedestrians in crosswalks and other designated crossings, as well as at 

all intersections; to remember to look for pedestrians when turning; and to keep in mind that when a car is stopped ahead 

of you, there may be a pedestrian crossing.

Nighttime visibility is one of the most important pedestrian safety issues covered. National statistics show that almost 

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fifty percent of pedestrian fatalities occur between the hours of 6:00 p.m. and midnight. So the campaign includes PSAs 

and events to encourage schoolchildren and the public to carry a flashlight and wear reflective materials when walking 

at night.

Local police say the overall campaign is much needed. "I've seen so many near misses where a pedestrian crosses 

the street wherever they like, not looking for turning vehicles," says Officer Jack Delvan. "On the other hand, we've also 

had a few fatalities and many injuries because drivers are in a hurry, they're turning and they look for cars, but forget to 

look for pedestrians," Delvan added.

The Anytown Pedestrian Safety Coalition is currently conducting a campaign to remind drivers to look for pedestrians; and 

to encourage pedestrians to use crosswalks and follow the pedestrians crossing signals.

Information about these issues and more is available in both English and Spanish. To volunteer or obtain more 

information about Anytown's Pedestrian Safety Campaign and other associated events, please call (Campaign 

Coordinator's name here) at (phone number) or (email address).

Research and Methodology

Identifying the target audience(s) is the first step toward designing a successful marketing campaign. FHWA designed 

the Pedestrian Safety Campaign based on research. The first step was to convene a Technical Working Group 

(TWG) composed of engineering, enforcement, health, education and traffic safety experts representing various 

disciplines from around the United States. During the course of the project, the TWG met three times. At the first 

meeting, the group addressed their main objectives, which included: sensitizing drivers to pedestrians' rights to the 

road; educating pedestrians about minimizing their risks; and developing program materials to educate pedestrians 

and drivers about engineering safety countermeasures. In the first meeting the target audiences were also identified: 

young drivers and working-age pedestrians. Targeting these audiences would have the largest impact on the 

pedestrian safety problem. Young drivers cause a disproportionate number of crashes. Pedestrians are a varied 

group; working age adults are captured in this audience, as are parents of young children and older adults.

Over one hundred pedestrian safety-related campaign items were collected from 16 states and national campaigns 

as research material for the Pedestrian Safety Campaign . These items were each individually reviewed 

by Communications Specialists and catalogued. These materials were reviewed and analyzed, and some common 

themes were identified and taken into consideration as new materials were developed for this campaign. Furthermore, 

some of the materials were shown to focus groups and evaluated by target audience members. Of the 108 items, 13 

were videotapes containing television PSAs; 39 were brochures, booklets or leaflets; and eight were posters. In 

addition, there was a slide presentation, yard signs, newspaper articles, buttons, a newsletter, some Spanishlanguage materials, a zipper pull, wallet card, and a variety of other materials.

The TWG generated multiple ideas for campaign concepts and taglines during the first meeting. In addition, eight 

focus groups were conducted during the course of the project. Four groups were held with drivers and four with 

pedestrians. Groups were held with drivers and pedestrians in order to assess their differing perspectives, 

motivations, concerns, and preferences. The groups yielded a great deal of valuable information and were a guiding 

force throughout the campaign development process. Numerous taglines, concepts, themes, and creative approaches 

were tested with the focus groups. Their detailed comments and suggestions shaped the campaign materials. For 

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example, the drivers asserted that children get their attention and that they drive more cautiously around children. 

The drivers and pedestrians both thought that pedestrian injuries and fatalities are a serious issue that should not be 

treated lightly - they did not like humorous approaches. All of the pedestrians indicated feeling afraid while walking. 

They were all fearful of being hit by a car. Furthermore, all of the pedestrians could recall "close calls" with a vehicle, 

and one even reported being hit by a car.

The TWG was re-convened after the first six focus groups had been conducted. The research results were reported to 

the TWG, as well as the themes, slogans, and materials that FHWA developed as a result of the research participants' 

input. The creative materials were further refined based on the TWG's feedback and were tested again with focus groups 

of drivers and pedestrians.

Finally, all of the research was compiled: the focus group recommendations, the TWG recommendations, and 

the quantitative information concerning pedestrian crashes. Then the concepts were further refined and the ones 

deemed most effective were selected for production.

Subsequent to the production of the television and radio PSAs, the TWG met for a final session. The group 

reacted positively to the four television PSAs and offered valuable insight into refining the radio and print PSAs prior to 

final production. They also offered their suggestions for the construction of the Pedestrian Safety Campaign Planner. 

The group strived to attain the same "look and feel" throughout the campaign materials.

Research Summary - Key Points

Target Audiences

● Young drivers 

● Working-age adult pedestrians 

Key Issues (Based upon data supplied by NHTSA):

● Drivers yielding to pedestrians in unmarked crosswalks 

● Drivers yielding to pedestrians when making a right or left turn in a signalized crosswalk 

● Pedestrians understanding the meaning of the "Walk" and "Don't Walk" signals 

● Pedestrians understanding the need to be visible, i.e. wear reflective materials 

Focus Group Recommendations for Production:

● Make sure the spots have emotional impact as opposed to humor 

● Use visuals of children 

Desired Outcomes for the "Driver" Targeted Spots:

● More drivers stay alert when approaching intersections 

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● More drivers yield to pedestrians in crosswalks 

● The spots teach people to appropriately identify pedestrian crossing signs 

● The spots educate people about what the pedestrian crossing signs mean 

Key Messages for the "Driver" Targeted Spots:

● Stay alert at ALL intersections 

● Yield to pedestrians in the crosswalk 

Desired Outcomes for the "Pedestrian" Targeted Spots:

● More pedestrians use the crosswalks and watch for turning vehicles 

● More pedestrians are educated about the meanings of pedestrian signals 

● More pedestrians are educated about the need for improving their visibility to drivers at night 

Key Messages for the "Pedestrian" Targeted Spots:

● Follow the pedestrian signals 

● Make yourself visible at night with reflective materials and a flashlight 

● Use crosswalks and look for vehicles while crossing 

Other Resources/Relevant Links

For pedestrian-related information, please visit: 

http://safety.fhwa.dot.gov/ped_bike/ped/ or 

http://www.walkinginfo.org/

Public Information Officers listed by state: 

http://www.dot.state.ia.us/ntpaw/piolist.htm

Pedestrian and Bicycle Coordinators listed by State: 

http://www.walkinginfo.org/assistance/contacts.cfm

This newspaper article appeared in the Montgomery County, MD Bethesda Gazette following the TV PSA filming.

Pedestrian safety campaign filmed in Bethesda 

by Catherine Dolinski 

Staff Writer

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Aug. 14, 2002

A silver sedan narrowly missed hitting a woman and a 5-year-old girl as they crossed the street at the corner of St. Elmo 

and Norfolk avenues in Bethesda on Tuesday. 

Minutes later, as the woman and girl crossed at the same crosswalk, the same car nearly clipped them again.

The same thing happened again 15 minutes later - and then again.

But no one was injured, as it was all arranged before cameras as part of a public service campaign to raise awareness 

about the importance of pedestrian safety.

Film crews from Atomic Dog, a production company in Washington, D.C., trucked in cranes, cameras, lights and actors 

into downtown Bethesda Tuesday to begin shooting the first of four pedestrian safety spots for the Federal 

Highway Administration. The 30- to 60-second public service announcements, to be broadcast nationwide on television 

this fall or winter, highlight the responsibilities that drivers and walkers share in guarding against accidents.

Janet Coleman, the administration's director of safety programs, said while the number of pedestrian fatalities 

nationwide dropped by 27 percent in 2000 to 4,739 from the 6,482 reported in 1990, the agency is committed to 

making more progress. "We'll never be satisfied until we have zero pedestrian fatalities," she said.

In the spot filmed Tuesday, actress Rahaleh Nassri of Washington, D.C. looks both ways before crossing Norfolk 

Avenue, holding the hand of 5-year-old Monica Garza. Halfway across the crosswalk, however, Nassri drops her 

floral shopping bag and grabs the little girl just in time, who screams as a silver Chrysler Concorde appears to nearly 

hit them while turning.

Actress Rahaleh Nassri of Washington, D.C. pulls back 5-year-old Monica Garza of Charles County 

Tuesday during filming of a pedestrian safety public service announcement at the intersection of St. 

Elmo and Norfolk avenues in Bethesda. Stunt actor Sean Kelly of Glen Echo was behind the wheel of 

the car, and the actors were not in danger.

Laurie DeWitt/The Gazette

"Mmm, that was a little close," said Joyce Garza of Charles County, watching nervously from the sidewalk as her 

daughter Monica rehearsed the near-accident. "They had not told me about this until about 15 minutes ago. The only 

thing we knew was that there would be an intersection scene. Monica's pretty fearless, though. The only thing 

that concerned her was that she'd have to drop the ball she's holding."

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Stunt actor Sean Kelly of Glen Echo, who was behind the wheel of the silver Chrysler, said the spot was 

being choreographed carefully, as neither Garza nor Nassri are stunt actors. "It's incredibly safe, but we're making it 

look terribly scary," said Kelly, who has appeared in numerous films and TV shows, including "The Wire" on HBO. 

"Bryan [Elsom, the director] will use camera angles from behind the actors and from the point of view of the driver to 

create the effect."

A few yards off, Montgomery County Police Lt. Harold Allen said the near-miss scene was all-too realistic. "It's a 

real problem, a very legitimate scenario they've set up," he said. "People get too distracted."

Emotional appeals

This afternoon, the crew is filming the second spot at Norfolk and Cordell avenues, in which a 10-year-old girl stands by 

a street holding a picture of her mother. The girl tells viewers her mother died in a car collision, and asks who will take of 

her now.

"These are all emotional appeals," said Susan Yates, account manager for LISBOA Inc., the communications firm hired 

by the Federal Highway Administration to coordinate the $50,000 safety campaign. When completed the campaign 

will include print and radio materials as well.

"We started at first with the idea of using animation or being funny, but the [test] audiences hated it,"Yates said. "They 

were very direct about wanting emotional impact."

The third spot, which features equipment from Bethesda-Chevy Chase Rescue Squad, will be filmed tonight at 

the intersection of Battery Lane and Keystone Avenue. In it a firefighter speaks about the importance of wearing 

reflective clothing both on and off the job. The fourth spot will combine footage from the other three.

Atomic Dog producer Dana Voorhees said filming downtown required coordinating with a myriad of local entities in 

addition to the police department, including Bethesda Urban Partnership, the county executive, Bethesda-Chevy 

Chase Rescue Squad and others.

But that "rigmarole" was worth being able to film locally, said Carol Flaisher, an independent production manager hired 

for the project, and a resident of Cabin John.

"As soon as I found out what we were looking for, I told [Elsom], this is the place," she said. "Bethesda's a city, but it's 

not too urban. It's attractive, but not too recognizable. It could be Any City, USA."

Elizabeth Lisboa, owner of LISBOA Inc., agreed. "I've been here for 20 years," she said. "This is such a great 

neighborhood. It's so great to be able to bring business to Bethesda."

Cautious business owners

Not all local business owners were quite so enthusiastic, however. Young Kim, owner of Temptationz Café at the corner 

of Norfolk and St. Elmo's, said he hoped the project would attract the interest of passers-by, but worried the crews and 

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traffic restrictions would block access to his restaurant.

"I'm a little bit concerned," he said, looking out of his window. "I guess as long as they don't completely block the street, 

it'll be OK. They said if I lose a lot of business they'll write me a check for it. ... But if they completely block things off, it 

won't be just me who's affected."

Flaisher said keeping local businesses happy during the shoot was a challenge. "What usually happens is that it's fun, 

a local morale booster - as long as no one gets interrupted," she said. "We want to make sure we can come back here; it's 

a trust factor."

Across Norfolk Avenue, La Miche restaurant co-owner Jason Tepper was happy to rent out his private dining room for 

use as a costume and prop area. "It's a great cause, pedestrian safety," he said. "I guess we're lucky we're in such 

close proximity to participate."

Road access around the filming sites was restricted at times Tuesday, but fully blocked off only for short intervals while 

the stunt car was in use. Less restriction is expected for today's shoots. Some parking around the film sites have 

been reserved with bagged parking meters, at the Federal Highway Administration's expense.

Allen was one of several off-duty Montgomery County Police officers hired to control traffic around the sets, and 

ensure security. As he waved cars past the set on Tuesday, he reflected on the poor judgment displayed by people 

crossing the street nearby.

"Safety is a two-way street," he said. "There'll be a safe crosswalk within 50 yards of people, and they'll cross right in 

the middle of the street. Just look at that woman down there," he said, nodding in the direction of a woman crossing 

the middle of St. Elmo's Avenue. "They just don't get it. You've got to start educating people. This is a good start."

Life in the Crosswalk 

by Tamara Redmon and Leverson Boodlal

Public service announcements, demonstration projects, and a university course are key components of a 

new FHWA push to improve pedestrian safety.

"In the time it takes to stop for someone in the crosswalk, you could save a life - or change yours forever.

" Extracted from a radio public service announcement (PSA), this compelling reminder for motorists to brake for 

pedestrians in crosswalks lies at the heart of a new Federal Highway Administration (FHWA) drive to generate 

awareness among drivers and highway designers about the importance of pedestrian safety.

On average, a pedestrian is killed or injured in a traffic crash every 7 minutes. In the past, FHWA concentrated most of 

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its safety resources on improving the roadway-driver environment more than the pedestrian environment. However, 

with pedestrians accounting for approximately 11 percent of roadway fatalities each year, the agency has modified 

its approach, and more effort and funding have been forthcoming in recent years to safeguard walkers and bicyclists. In 

fact, reducing pedestrian fatalities and injuries now is one of the FHWA Safety Office's top priorities and is part of the 

safety-related objective in FHWA's Vital Few goals.

More than simply providing highway engineers with the tools and resources they need to improve the roadway 

environment for foot and bike traffic, FHWA's approach now includes education and outreach, with a three-pronged 

strategy: (1) educating the public about safe pedestrian behavior, (2) getting drivers into the habit of watching for 

and yielding to pedestrians, and (3) ensuring that engineers and planners accommodate for nonmotorized traffic when 

they design roadways and other transportation facilities. 

Among FHWA's ongoing tactics are an outreach campaign that includes television and radio PSAs, a 

demonstration program that will test and evaluate pedestrian safety countermeasures, and a new university course 

on designing pedestrian and bicyclist facilities.

Tree-lined streets, shops with outdoor seating, and wide sidewalks are among the features that contribute to mixeduse development.

Outreach Campaign

The idea for a pedestrian safety outreach campaign stemmed from a vision of persuading people to think about safety 

as they go about their daily lives. The threefold purpose of the campaign is to (1) sensitize drivers to the fact that 

pedestrians are legitimate road users and should always be expected on or near roadways, (2) educate pedestrians 

about minimizing risks to their safety, and (3) develop program materials to explain or enhance the operation of 

engineering measures such as crosswalks and walk signals. 

Working with a limited budget, FHWA elected to develop a ready-made toolkit of outreach materials that States 

and communities could customize and use locally. The toolkit includes materials designed for use on television and 

radio and in cinema and print advertising. States and communities take responsibility for contacting local television and 

radio stations and print media to place the PSAs. FHWA also is developing a strategic planning guide that explains how 

to implement the campaign successfully at the local level.

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Mustering a Team

From past experience, FHWA's pedestrian safety team knew that it would need the buy-in of the potential stakeholders 

in order for the campaign to move forward. In the early stages, FHWA formed a technical working group consisting 

of representatives from State departments of transportation (DOTs), the National Highway Traffic Safety 

Administration (NHTSA), FHWA field and resource center offices, and experts from the health, education, law 

enforcement, public relations, and transportation disciplines. The technical working group met in Washington, DC, on 

three occasions during the year that it took to develop the campaign.

Adult and child actresses 

approach a crosswalk in 

Bethesda, MD, as a film crew 

records video footage for a 

new FHWA public service 

announcement (PSA) 

educating drivers on 

pedestrian safety.

This aerial shot of a parent 

and child in a crosswalk in 

one highlight of a new FHWA 

television PSA that helps 

remind drivers to watch for 

pedestrians in crosswalks 

when making turns.

Another FHWA PSA makes a 

hardhitting appeal to drivers 

to look out for pedestrians 

because the lives of children 

- and, in this case, the dead 

mother whose photo is held 

by her daughter - are in their 

hands.

Making an Impact

With so many messages bombarding the public in daily life, one of the greatest challenges in developing the 

outreach campaign was deciding on themes and messages. In addition to capitalizing on the expertise brought to the 

table at the meetings of the technical working group, the team also hosted eight focus group meetings in Washington, 

DC; Chevy Chase, MD; and Los Angeles, CA. 

Focus groups typically contain about 10 participants and are intended to provide insight into the thinking of an 

average member of the public. Although not statistically significant, focus groups can provide useful attitudinal 

and behavioral information, specifically regarding factors that influence both driver and pedestrian behavior. The 

findings from the focus groups indicated that (1) drivers are most influenced by the thought of hurting or killing a child; 

(2) both drivers and pedestrians want messages that appeal to them emotionally and are jarring, not anything humorous; 

(3) both drivers and pedestrians want to see and hear an actual crash in any video materials, as well as the aftermath.

The television spots focus on the meaning of the pedestrian signals and the importance of pedestrians making 

themselves visible at night. The driver spots have a strong emotional appeal. In one spot, for example, the camera cuts 

from the image of a mother and child walking to that of a driver about to make a left turn. As he drives down the 

road, various thoughts pass through his head: I'm a safe driver . . . I watch for cars . . . I pay attention . . . An image of 

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the pedestrian crossing sign and the pedestrian signal pop into view, as does the image of the traffic signal on green. 

The driver makes a left turn not noticing the pedestrians in the crosswalk. The driver slams on the breaks and stops 

inches from the child, who is swooped out of harm's way by her mother. The driver, who appears completely shaken, 

gets out of the car and lets out a deep breath. The last image is of the child continuing to cross. She turns to look behind 

her, making eye contact with the TV viewer as if to say, "You could have hurt me."

The well-trodden path that continues 

where the sidewalk ends provides 

evidence that pedestrians continue to 

use this route. Designers should look 

for such clues when considering 

locations for infrastructure 

improvements for foot traffic.

The other driver-focused spot shows haunting images of a 10-year-old 

girl standing on a street corner holding a framed photo of her mother who 

was killed crossing the street. As other pedestrians pass her, she holds 

the photo up to them as they ignore her. She silently appeals to drivers to 

look for pedestrians and stop for them. The radio spots were more 

challenging to make, lacking the visual images that were so effective in 

the television PSAs. All the radio spots target drivers. Four of the six 

feature an actual crash, complete with muted sound effects. Five have a 

heavy emotional appeal, while the last one features a pedestrian offering 

to compromise with drivers. "I'll watch out for you and cross the street 

safely," says the pedestrian. "You watch out for me and stop. Think of 

the impact we can make."

Selecting Locations And Actors

After developing, testing, and revising the campaign themes and 

messages, the team agreed on the framework for the television PSAs 

and began searching for the ideal intersection to film. Potential 

locations needed to have well-marked crosswalks, correct pedestrian 

signals, and good sidewalks and curb cuts. The team looked for an urban 

or suburban setting in the Washington, DC, area and finally settled on 

two intersections in Bethesda, MD. Since the crosswalks were not well marked, the Montgomery County government 

quickly stepped in to provide high-visibility crosswalk markings at both locations.

Selecting actors also was a key component. Professional actors played the parts in the drivertargeted PSAs, but one of 

the pedestrian PSAs - which focuses on the importance of wearing reflective clothing for visibility at night - takes place in 

a firehouse and features a volunteer firefighter.

In addition to the television and radio spots, the team also developed four pedestrian-targeted and four driver-targeted 

print PSAs and two posters. The campaign materials will be ready in their entirety by early 2003.

Pedestrian and Bicycle Crash Analysis Tool

Researchers at FHWA, in cooperation with NHTSA, developed the 

Pedestrian and Bicycle Crash Analysis Tool (PBCAT) to assist State and 

local coordinators, planners, and engineers with analyzing crashes 

and developing effective countermeasures.

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The opening screen in PBCAT 

prompts users to begin by 

selecting "Pedestrian crashes" or 

"Bicycle crashes" for analysis.

By analyzing data from actual crashes, such as where and when they 

occurred, characteristics of the victims, and the sequence of events leading up 

to the crashes, the PBCAT software can produce tables and graphs 

illustrating the relationships among various crash types and other 

factors associated with the crashes (age, gender, light conditions, etc.). 

PBCAT also provides recommended countermeasures linked to 

specific pedestrian and bicycle crash types.

The PBCAT software and manual (FHWA-RD-99-192) are available at 

www.bicyclinginfo.org/bc/pbcat.htm. Carol Tan Esse

Creating a Pedestrian Environment

Creating a safe pedestrian environment involves more than laying down 

a sidewalk or installing a signal. A truly viable system is accessible to 

all pedestrians and starts with the a built environment that has 

destinations located close enough to each other for walking access; schools, parks, and public spaces sited 

appropriately; zoning that permits mixed-use developments; sufficient density to support transit; and commercial districts 

that people can access by foot. Thus, pedestrian facilities need to be planned, designed, operated, and maintained to 

be usable by all. 

Traditionally, analyses of police crash reports provided the impetus for pedestrian safety improvements. Whether 

building new infrastructure or renovating existing facilities, planners and designers need to accommodate 

nonmotorized traffic. And methods should be identified to predict potential problems during the planning and design 

phases before crashes occur.

Safer Journey

Every day, across the United States, pedestrians face similar challenges trying to get 

from place to place safely. Safety practitioners at FHWA recognized a need for an 

educational tool that could reach a broad audience of road users - from engineers and 

designers to the law enforcement community and educational institutions. In 2001, 

FHWA created an interactive CD-ROM and online tool called "Safer Journey" to meet 

this need.

"Safer Journey" is an animated virtual journey that follows a 14-year-old as he embarks 

on a walking trip from his home to a soccer field and back. Along the way, he 

encounters typical pedestrian situations such as busy streets without sidewalks, midblock crossings, intersections, bus stops, and shared-use paths. The latter part of the 

trip takes place after dusk to simulate nighttime issues. Throughout the trip, the user 

helps the youth make appropriate decisions and has the opportunity to learn more 

about pedestrian safety features.

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By the end of 2002, FHWA expects that at least eight States (California, Illinois, 

Indiana, Maryland, South Carolina, Tennessee, Virginia, and Texas) will have formed 

partnerships among FHWA and State departments of transportation and education to 

produce, market, and implement "Safer Journey" in classrooms. 

To date, "Safer Journey" has won three international awards from Omni Intermedia and 

the U.S. International Film and Video Festival, as well as commendations from State 

and local officials. FHWA is translating the "Safer Journey" materials into Spanish, and 

a version targeting bicyclists also is under development. Check out "Safer Journey" 

online at http://safety.fhwa.dot.gov/ped_bike/ped/index.htm.

Evaluating Countermeasures

This hot dog vendor has taken up so 

much of the sidewalk that 

pedestrians may be forced into the 

road in order to get around the cart.

Past research on pedestrian safety focused on evaluating 

individual countermeasures, but safety personnel at FHWA and 

elsewhere recognized a need to examine safety impacts from a 

systemwide approach. In response, FHWA launched the Pedestrian 

Safety Engineering and Intelligent Transportation SystemBased Countermeasures Program (PSECP) to demonstrate and evaluate 

that kind of approach. The objectives of the PSECP are to reduce 

pedestrian crashes and pedestrian-vehicle conflicts and to demonstrate 

the program's portability to other jurisdictions. 

FHWA organized the PSECP into three phases - problem 

identification, implementation, and evaluation. In 2001, FHWA 

solicited proposals nationwide for jurisdictions to identify local problem 

areas and indicate interest in participating in the program. Locations with 

a high number of pedestrian fatalities were prime candidates. FHWA 

ultimately selected Miami Dade, FL; Clark County, NV; and San 

Francisco, CA. Pedestrian fatalities accounted for more than 25 percent 

of traffic fatalities at each jurisdiction. The next step, phase 2, will 

involve implementing and evaluating selected pedestrian countermeasures at different zones within each site. 

The PSECP project's unique features include (1) deploying common pedestrian safety countermeasures at each site; 

(2) using standardized performance measures; (3) employing a zonal process (that is, identifying a subset of 

locations containing pedestrian problems) for targeting pedestrian safety improvements; (4) analyzing crash types with 

a software program, Pedestrian and Bicycle Crash Analysis Tool (PBCAT), developed by FHWA and NHTSA; (5) using 

a geographic information system (GIS) to develop maps showing pedestrian crash densities, (6) applying conflict 

analysis techniques to predict pedestrian crashes, and (7) engaging an independent evaluator to produce a crosscutting 

and how-to manual.

Lessons learned to date indicate that effective pedestrian programs are based on strong partnerships, public 

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participation, and sensitivity to community concerns. They require accurate data, demonstrate an understanding 

of demographics, and feature pedestrian-oriented development regulations. Engineering, enforcement, and education are 

all critical elements in an effective pedestrian safety program. Engineering solutions often involve a combination 

of treatments at any one site, and any program evaluations should review the individual treatments as well as examine 

area-wide effects for both safety and mobility. Strong management support also is key to ensuring a successful program.

As of the end of 2002, phase 1 activities for Miami Dade and Clark County were completed. San Francisco will 

complete phase 1 by March 2003. 

University Course

After reviewing civil engineering and planning curricula at universities across the United States, safety professionals 

at FHWA discovered an absence of information on accommodating pedestrian and bicyclist issues. Many students 

graduate without having a working knowledge of how to integrate walking and biking facilities into the planning and design 

of roadways. When informal feedback from professors indicated a lack of time or inclination to generate their own 

materials, FHWA began developing a university course on pedestrian and bicyclist facility design. 

Completed in 2002, the course material is intended for use in undergraduate- or graduate-level transportation planning 

and design curricula at universities and related institutions. The course provides current information on pedestrian 

and bicycle planning and design techniques, as well as practical lessons on how to increase bicycling and walking 

through land-use practices and engineering design.

Developed in coordination with professors, the course is designed to be modular so that faculty members can teach it as 

a complete full-semester course, in segments, or as topics extracted to incorporate into their own courses. FHWA 

also received input from industry, State and local jurisdictions, the American Association of State Highway 

and Transportation Officials, the Human Powered Transportation Committee of the American Society of Civil Engineers, 

and other transportation organizations.

An interdisciplinary team approach to planning and implementing bicycle and pedestrian programs helped create 

materials that can be used to train future transportation professionals representing a variety of disciplines, 

including planners, engineers, and landscape architects.

Course Components

One component of the course, the Student's Guide, has 24 modules arranged into three sections. The introductory 

section covers the history of nonmotorized transportation, current levels of bicycling and walking, and factors that 

influence the choice to bicycle or walk. The planning section provides lessons covering a range of planning issues, 

including crash types, local bicycle or pedestrian plans, travel in suburban communities, traditional neighborhood 

design, and local zoning and subdivision regulations. The design modules cover a range of issues in 

nonmotorized transportation design such as traffic calming, pedestrian accommodation at intersections, on-road 

bicycle facilities, and trail design.

The Instructor's Guide parallels the Student's Guide, providing goals and objectives for each lesson, activities and 

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homework problems, and overheads for the instructor to use while teaching the course. The final components are scripted, 

1-hour slideshows providing an overview of pedestrian and bicycle planning and design. To date, more than 90 

professors have participated in workshops designed to introduce the course and materials. Gene Russell, 

professor emeritus of civil engineering at Kansas State University (KSU), attended an early workshop in 1999. "I could 

see right away that the materials would be excellent for a course," he says. "Whether you're teaching graduate 

engineering students or offering an elective course for professional development, the materials are flexible so you can 

use what you want and add your own supplemental materials." 

Russell, who teaches a graduate version of the course, emphasizes the importance of teaching pedestrian facility design 

to new generations of engineers and designers. "Increasingly, communities and pedestrian advocates are putting 

pressure on engineers and policymakers to create more and safer environments for nonmotorized traffic, and we need 

to build them right," he says. 

FHWA plans to continue promoting the university course nationwide. The course materials are available on the Web at 

http://safety.fhwa.dot.gov/pedbike/univcourse. The Association of Pedestrian and Bicycle Professionals also has 

put together a task force to help promote the course.

The Road Ahead

Achieving FHWA's goal of reducing pedestrian fatalities and injuries requires a comprehensive program that touches on 

all aspects of the pedestrian safety problem. By employing innovative approaches to reaching out to roadway users 

and designers, FHWA can have the greatest impact. We will not be satisfied until there are no pedestrian fatalities 

and injuries.

Tamara Redmon is a transportation specialist in FHWA's Safety Office. She has worked for FHWA for 11 years 

and currently manages the pedestrian and bicyclist safety program. She has a B.A. in English from Virginia 

Polytechnic Institute and State University and an M.A. in human resource management from Marymount University. 

Leverson Boodlal has more than 20 years experience in highway and transportation safety projects. He is a consultant 

to FHWA, currently serving as technical manager and developer on projects involving pedestrian and highway safety. 

He has a B.S. degree in civil engineering, an M.S. in transportation and traffic planning, an executive MBA, and he is 

a registered professional engineer. 

For more information on pedestrian/bicyclist issues, please visit http://safety.fhwa.dot.gov/ programs/ped_bike.htm.

 This page last modified on June 11, 2008

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