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            Pedestrian & Bicyclist SafetyAppendix E. Revised Outreach Materials
    
  
  
      In accordance with the suggestions made by focus group participants and FHWA and NHTSA, the outreach materials were revised. For example, Figure E-1 shows a revised front side of the brochure on alcohol. The title was changed from "No sabía" / "I didn't know" to "¿Usted sabía?" / "Did you know?" The title and the fact are now in a larger font. The "X" showing where a crash could occur has been replaced by the outline of a person on the pavement.
    Appendix C. Preliminary Outreach Materials
    
  
  
      The project team developed two radio PSAs (entirely in Spanish – the scripts include English translations), one text PSA (in Spanish, with an English translation), five bilingual brochures, and five bilingual flyers.
    Appendix D. Focus Group Testing Of Outreach Materials
    
  
  
      After the preliminary outreach materials were developed, they were then tested by focus groups with Hispanic pedestrians and bicyclists. The objective was to ensure that the materials were effective, contextually meaningful, and would resonate with the Hispanic population. One focus group, with 11 participants, was held in Silver Spring, MD. Another focus group, with 12 participants, was held in Colorado Springs, CO. Both focus groups were conducted during October 2005.
    Appendix A. Steps Taken To Develop The Marketing Plan
    
  
  
      An outline, developed as part of the Educación de seguridad en el tránsito/Education in Traffic Safety (EST) project, was referenced and used to guide the development of this marketing plan. The EST is a 2-year project to study existing traffic safety educational materials for Latinos and to create guidelines for the development of new culturally appropriate materials (5).
    2. Marketing Plan
    
  
  
      This section summarizes the recommendations for marketing pedestrian and bicycle safety to Hispanic audiences based on analysis and synthesis of the information from the literature review, focus groups, and review of Hispanic outreach materials.Table 2-1 summarizes the results of the literature search and focus groups in terms of responses to the key questions (listed in the first column). Sections 2.1 through 2.4 present the recommendations for marketing pedestrian and bicycle safety to Hispanic audiences.
    1. Introduction
    
  
  
      On a yearly basis, pedestrians represent about 4,808 highway fatalities and bicyclists represent about 728 highway fatalities. Statistics suggest that a disproportionate amount of persons killed and injured in traffic crashes are Hispanic immigrants. Census data indicate that the Hispanic population of the United States is growing faster than any other group, and problems with the safety of Hispanics on roadways will only increase as more and more Hispanics immigrate to the United States.
    Quality Assurance Statement
    
  
  
      The Federal Highway Administration provides high-quality information to serve Government, industry, and the public in a manner that promotes public understanding. Standards and policies are used to ensure and maximize the quality, objectivity, utility, and integrity of its information. FHWA periodically reviews quality issues and adjusts its programs and processes to ensure continuous quality improvement.
    DOT Form F 1700.7
    
  
  
      **1. Report No.**FHWA-SA-05-024**2. Government Accession No**.**3. Recipient's Catalog No.****4. Title and Subtitle**
    Executive Summary
    
  
  
      The objectives of this FHWA/NHTSA project include: (1) the development of a plan for marketing pedestrian and bicycle safety issues/concerns to different Hispanic populations in the United States and (2) the development of materials in different formats that will be used to promote pedestrian and bicycle safety issues in the Hispanic community. This marketing plan presents the recommendations about the audience, the safety issues to be addressed, the types and format of messages, the media, and the potential methods of dissemination of the outreach materials.
    Promoting Pedestrian and Bicyclist Safety to Hispanic Audiences
    
  
  
      fhwasa05024.pdf (1.45 MB)**Task Order Number: SA06B030****Submitted to:**
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