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Street Smart Pedestrian and Bicycle Safety Campaign: Spring 2007 Campaign, Proposed Actions for FY 2008. Item #12: Briefing to the Transportation Planning Board May 16, 2007. Item #12. Michael Farrell, TPB Staff. The “Street Smart” Campaign. - PowerPoint PPT Presentation
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Street Smart Pedestrian and Bicycle Safety Campaign: Spring 2007 Campaign,
Proposed Actions for FY 2008
Item #12: Briefing to the Transportation Planning Board
May 16, 2007
Michael Farrell, TPB Staff
Item #12
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The “Street Smart” Campaign
• Annual, month-long wave of Radio, Transit, and Internet
advertising designed to change driver and pedestrian behavior
• Prime target audience is male drivers age 18 to 34
• Supported by federal funds through the states plus local funds
• All materials ran in English and Spanish
• Five previous waves: October 2002, April 2004, June 2005, March-April 2006, March 18 – April 14 2007
• Kick-off press event took place March 20 at Thomas Circle
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Most Recent (FY 2007) Media Campaign:March-April 2007
• Radio for Drivers (targeted stations) 600 spots $72,000• Transit for Pedestrians (targeted locations) 117,000
– Transit Shelters 35– Bus Sides 200– Interior Cards 500
• Collateral Materials 24,000– Posters 3,400– Handouts 60,000
• Internet – Young Male Driver 2.4 million impressions 32,000• Web Site http://streetsmart.mwcog.org 5,000• Public Relations 12,000• Campaign Creation/Production 92,000• Evaluation/Administration 46,000
Total: $400,000
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Coordination with Law Enforcement
• COG Police Chiefs Committee agreed at its January 24, 2006 meeting to coordinate law enforcement efforts with the Spring 2007 campaign
• Fifteen Law Enforcement agencies are distributing 50,000 pedestrian safety hand-outs, many as warnings to motorists or pedestrians
• Agencies will be polled after the event to determine the number of pedestrian-related citations and warnings issued during the campaign period.
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Proposed for FY 2008: A Biannual Effort; Fall 2007 & Spring 2008
• TPB members have suggested that we expand the program
• Proposed: Two campaigns– November 2007, around return to Standard Time, use current materials
– March 2008, new materials
• Need additional funds for a bi-annual effort– Estimated $600,000 cost for two 2-3 week campaigns
– Current budget is $400,000
• Sources– Federal funds from Maryland Highway Safety Office, Virginia DMV,
DDOT
– WMATA will provide $150,000 for FY 2008
– Private sponsorship
– Increased TPB member contributions
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TPB Member Funding for FY 2008
• TPB has requested voluntary annual funding from its local government member jurisdictions for the campaign
• Suggested level of 5 cents per capita
• 8% of funds retained to cover administrative expenses
• A table of suggested contributions was sent to the members of the TPB on February 28, 2007, with a cover letter and an annual report
• Response was requested by July 1st, 2007.
• Total requested local funding is $207,800
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Street Smart Funding History, 2002-2007 As of 04/04/2007
Source Oct-02 Apr-04 Jun-05 Mar-06 Mar-07
District of Columbia Department of Transportation * $100,000 $100,000 $100,000 $100,000 $100,000
DC Metropolitan Police Department** 80,000 30,000
Maryland SHA* 115,000 100,000 58,000 50,000 100,100
Virginia DMV* 100,000 100,000 75,000 100,000 75,000
Total Federal 315,000 300,000 313,000 250,000 305,100
TPB Member Contributions 100,000 90,000 80,000 91,300 113,700
Honda North America (private sponsor) 10,000
Grand Total $415,000 $390,000 $393,000 $341,300 $428,800
* Federal pass-through, **No agreement signed with DCMPD for FY 2007
Street Smart Funding History, 2002-2007
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TPB Member Government Local ContributionsSource Oct-02 Apr-04 Jun-05 Mar-06 Mar-07
City of Alexandria $5,000 $5,000 $5,000 $6,800 $6,800
Arlington County 10,000 10,000 10,100 10,100
City of Bowie
Charles County, urbanized area
City of College Park
City of Fairfax 1,100
City of Falls Church 500 500
Fairfax County 50,000 50,000 50,000 52,800 52,800
Frederick County
City of Gaithersburg
City of Greenbelt 500
Loudoun County
City of Manassas
City of Manassas Park 700
Montgomery County 45,000 10,000 10,000 10,000 40,600
Prince George's County 15,000 5,000 5,000
Prince William County
City of Rockville 2,900 2,900
City of Takoma Park 900
Total Local $100,000 $90,000 $80,000 $91,300 $113,700
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Funding Status for FY 2008
TPB Member Suggested Contribution Committed
Alexandria $6,800 $6,800
Arlington $10,200 $20,400*
Manassas Park $700 $700
Montgomery County $40,600 $40,600
Rockville $2,900 $2,900
WMATA N/A $150,000
• Arlington has offered to double its requested amount for FY 2008 to $20,400, provided other s also increase their contributions
• Loudoun County has indicated that it will not participate
• Other TPB members have not yet provided written responses
• Local Funding commitments for Fall 2007 needed by July 2007
* Conditional
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Outlook
• The program is a good value– Survey results show good levels of campaign awareness, changed
motorist & pedestrian behavior
– Budget has remained roughly the same since 2002, but free public service spots and press coverage have increased
• Law enforcement participation has increased
• Two campaigns per year would have more impact than one
• Desirable to have a November campaign due to increase in pedestrian deaths with return to Standard Time