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