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Traffic Safety -- DIGEST -- Public Information and Education
"Get in Gear" and "Ride Straight" Programs WISCONSIN PROBLEM IDENTIFICATION Wisconsin ranks 17th in the United States in total population, and 10th in the number of motorcycle operators. Statewide, crash death rates for motorcyclists (166.1 per 1,000 drivers) are proportionately much higher than for drivers of other kinds of vehicles (47.0 per 1,000 drivers). While motorcyclists account for only 4.1 percent of the total number of vehicles registered in Wisconsin, and they are only operated part of the year, they are involved in 4.5 percent of the injury crashes and 6.7 percent of the fatal crashes. Statistics also reveal that approximately 58 percent of fatal motorcycle crashes have some alcohol or drug involvement, and 80 percent of those involved on fatal crashes did not wear helmets. Motorcyclists aged 15-19 account for only 3 percent of total motorcycle operators, yet this age group is over-represented by 15.2 percent in motorcycle crashes. Likewise, operators aged 20-24 account for 7.3 percent of total motorcycle operators yet over-represent the age group by 23.2 percent for riders involved in crashes. GOALS AND OBJECTIVES To address the issue of motorcycle safety in the state, the Wisconsin Office of Transportation Safety, together with several other organizations, established the "Get in Gear" and "Ride Straight" programs. Each of these programs targets specific age groups that are over-represented in motorcycle crashes. Objectives of both programs are to: þ Increase use of protective gear by motorcycle operators by 10 percent by 1994 þ Decrease the number of alcohol-related motorcycle crashes by 10 percent by 1994 STRATEGIES AND ACTIVITIES The Wisconsin Office of Transportation Safety joined forces with the American Motorcyclist Association (AMA), BMW Motorcycle Owners of America (BMWMOA), "Get in Gear" and "Ride Straight" Programs (cont'd) Blue Knights, Gold Wing Road Riders Association (GWRRA) and ABATE of Wisconsin to form the Wisconsin Motorcycle Advisory Council (MoSAC). MoSAC established two safety programs, each designed to target specific age groups that were over- represented in motorcycle crashes. The programs were known as "Get in Gear" and "Ride Straight." The "Get in Gear" program targets the 15-24 age group. Materials for the program were distributed through high school driver education programs, motorcycle dealers and motorcycle clubs. Posters, ad slicks and window clings were developed to support the effort. Three radio public service announcements (PSAs) were also produced and released to every radio station in Wisconsin. The "Ride Straight" program was aimed primarily at the 21-24 age group and hoped also to reach the 25-34 age group. These program materials, including posters, ad slicks, window clings and napkins, were distributed through "biker bars," motorcycle dealers and known clubs. Three "Ride Straight" public service announcements were also released to radio stations statewide. The Wisconsin Tavern League, law enforcement agencies and several clubs and organizations voluntarily assisted in the distribution of materials. "Your Ultimate Nightmare," an 8- minute video depicting the results of drinking and riding, was developed and distributed to all motorcycle rider course sites, many clubs and some dealers. RESULTS As a result of the "Get in Gear" and "Ride Straight" programs, there was a 10 percent reduction in alcohol-involved motorcycle crashes in 1993 over 1992, and a 16 percent drop from 1991. The overall reduction in alcohol-related motorcycle crashes was 9.8 percent. Observational studies revealed a 24 percent increase in helmet use from 1992 to 1993. Surveys of PSA use indicated that both were aired by all Wisconsin radio stations during 1993 and 1994. The National Association of State Motorcycle Safety Administrators distributed the "Your Ultimate Nightmare" video to all 34 of its member states. The "Get in Gear" and "Ride Straight" programs earned Wisconsin the Motorcycle Safety Foundation's "Motorcycle Safety Public Awareness" award in 1992, and its "Alcohol Awareness" award in 1993. The programs also received the 1995 NHTSA Administrator's Highway Safety Program of Excellence Award. National Parks Service Summertime Seat Belt Awareness Campaign ROCKY MOUNTAIN REGION PROBLEM IDENTIFICATION Traffic crash deaths have not been a significant problem for motorists driving on national parklands. However, roads leading to and from parks traditionally have a large number of fatal and serious crashes. Of those crashes, an alarming number involve park visitors. In Wyoming, for example, traffic crash deaths have risen by more than 20 percent this year. Most of the increase can be directly traced to out-of- state visitors in Wyoming's national parks' region. All parks are experiencing a record increase in traffic, as well as in vehicle miles traveled in surrounding states. GOALS AND OBJECTIVES The goal of the National Parks' Summertime Seat Belt Awareness Campaign is to gain active participation of the National Park Service and of the individual parks' employees and vendors in North Dakota, South Dakota, Colorado, Montana, Wyoming and Utah to: þ Promote safety belt use positively þ Enforce occupant protection requirements þ Coordinate media activities STRATEGIES AND ACTIVITIES The campaign began as a joint venture conducted through the efforts of the National Highway Traffic Safety Administration Region VIII Office and the National Parks Service. A variety of activities were implemented at park sites. Some examples include in-service training of park employees, distribution of 4,000 bumper stickers to parks and surrounding communities, distribution of 85 seat belt reminders and 460 small signs to parks and direct Federal lands, and use of newsletters and television spots to promote safety belts. At Yellowstone National Park, for example, visitors were exposed to safety messages in one or all of the following forms: literature and verbal encouragement to buckle up from the park attendant; safety belt messages while in the park (signs, displays, and print, radio, and television messages); and enforcement by park law officials conducting safety checkpoints and traffic stops. RESULTS Observational studies conducted before the Fourth of July holiday in Montana, Colorado, Utah and Wyoming demonstrated the effectiveness of the campaign. Belt use comparisons were made between park sites (after visitors were exposed to awareness activities) and the respective park site's home state. Safety belt usage rates consisted of the following: State Park Site Usage Rate State Usage Colorado Black Canyon 79 51 Mesa Verde 71 Montana Glacier 82 67 Wyoming Yellowstone 78 65 Grand Tetons 82 Devil's Tower 75 Utah Arches 72 50 Glen Canyon 72 An additional study at Yellowstone revealed that 46 percent of the visitors entering the park were wearing safety belts. Visitors were also monitored for safety belt use on leaving the park and after having been exposed to safety messages and enforcement. Sixty-seven percent of the vehicle occupants were wearing safety beltsþan increase of 21 percent. The campaign also formed a traffic safety coalition between regional parks and the National Parks Regional Office. This coalition was successful in implementing the summer campaign and will continue to support future programs. Safe And Vital Employees MARYLAND, VIRGINIA, (SAVE) WASHINGTON, DC PROBLEM IDENTIFICATION Traffic crashes remain the number one killer among America's workforce. In 1991, 24,500 employees died on highways, with each fatality costing employers an estimated $458,000. Work- related traffic injuries cost employers $136 billion, or an average $13,000 per injury. Whether on or off the job, traffic crashes impact a company's profits in the form of higher health insurance premiums, worker's compensation payments, lost work time, decreased productivity and related administrative burdens. GOALS AND OBJECTIVES The Safe And Vital Employees (SAVE) program's goal is to educate businesses and their employees regarding their respective roles in promoting workplace traffic safety and reducing the number of deaths and injuries on area highways. SAVE seeks to: þ Inform businesses of the costs and dangers of traffic crashes in order to make the issue a top priority þ Motivate businesses to implement policies on drunk driving and safety belt usage þ Encourage companies to promote traffic safety to employees throughout the year STRATEGIES AND ACTIVITIES The SAVE program involves a collaboration between the Washington Regional Alcohol Program (WRAP) and area police departments in the Washington metropolitan area. These groups work together to address employees during brown bag lunches and employee meetings. During the sessions, WRAP staff members use an interactive traffic safety monopoly game to demonstrate the impact of traffic crashes on the individual employee. A local police officer then discusses area traffic safety laws and personal experiences in combating impaired driving or having to contact a crash victim's family with tragic news. The SAVE program also participates in employee health fairs to emphasize health safety, along with such important issues as AIDS and crime prevention. At these fairs, employees receive materials and information on safety measures. Local companies receive information on WRAP's public information and education campaigns. They may request cost- free materials to promote the traffic safety message to employees during high risk times of the year, such as the winter holidays, New Year's Eve, Super Bowl Sunday, Prom/Graduation season and Fourth of July. RESULTS Employees who attend SAVE sessions provide positive feedback on the program's techniques. In addition, hundreds of area employees have requested materials throughout the year from WRAP through the SAVE program. This indicates that the SAVE message is indeed reaching its target audience. The program is very successful in helping businesses promote traffic safety in an easy and cost effective manner.
