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Tara Casanova, David Preusser Increasing Seat Belt Use in  NYC: Evaluation of a Demonstration Project and Katherine Ledingham
Background ,[object Object],[object Object],Lifesavers Conference ● Nashville, TN ●  March 28-April 1, 2009
Selective Traffic Enforcement Programs ,[object Object],[object Object],Lifesavers Conference ● Nashville, TN ●  March 28-April 1, 2009
Study Objective ,[object Object],Lifesavers Conference ● Nashville, TN ●  March 28-April 1, 2009
Methods: Site Selection-Queens ,[object Object],[object Object],Lifesavers Conference ● Nashville, TN ●  March 28-April 1, 2009
TRB 85 th  Annual Meeting  ● Washington, DC  ●  January 22 – 26, 2006
TRB 85 th  Annual Meeting  ● Washington, DC  ●  January 22 – 26, 2006
Methods: Site Selection-Bronx ,[object Object],[object Object],[object Object],Lifesavers Conference ● Nashville, TN ●  March 28-April 1, 2009
TRB 85 th  Annual Meeting  ● Washington, DC  ●  January 22 – 26, 2006
TRB 85 th  Annual Meeting  ● Washington, DC  ●  January 22 – 26, 2006
Methods: Media ,[object Object],[object Object],Lifesavers Conference ● Nashville, TN ●  March 28-April 1, 2009
Media Flight Dates ,[object Object],[object Object],[object Object],[object Object],Lifesavers Conference ● Nashville, TN ●  March 28-April 1, 2009
Media Messages-Posters ,[object Object],[object Object],Lifesavers Conference ● Nashville, TN ●  March 28-April 1, 2009
Media Messages-Posters ,[object Object],[object Object],Lifesavers Conference ● Nashville, TN ●  March 28-April 1, 2009
Media Messages-Posters ,[object Object],[object Object],Lifesavers Conference ● Nashville, TN ●  March 28-April 1, 2009
Media Messages-Posters ,[object Object],[object Object],Lifesavers Conference ● Nashville, TN ●  March 28-April 1, 2009
Enforcement Dates ,[object Object],[object Object],[object Object],[object Object],[object Object],Lifesavers Conference ● Nashville, TN ●  March 28-April 1, 2009
Enforcement Activity ,[object Object],[object Object],[object Object],Lifesavers Conference ● Nashville, TN ●  March 28-April 1, 2009
Enforcement Activity ,[object Object],[object Object],[object Object],Lifesavers Conference ● Nashville, TN ●  March 28-April 1, 2009
Evaluation ,[object Object],[object Object],Lifesavers Conference ● Nashville, TN ●  March 28-April 1, 2009
Evaluation: DMV Surveys ,[object Object],[object Object],Lifesavers Conference ● Nashville, TN ●  March 28-April 1, 2009
Evaluation: Belt Observations ,[object Object],[object Object],Lifesavers Conference ● Nashville, TN ●  March 28-April 1, 2009
Observation Procedures ,[object Object],[object Object],[object Object],Lifesavers Conference ● Nashville, TN ●  March 28-April 1, 2009
Observation Schedule ,[object Object],[object Object],[object Object],Lifesavers Conference ● Nashville, TN ●  March 28-April 1, 2009
DMV Survey Respondent Totals ,[object Object],[object Object],[object Object],Lifesavers Conference ● Nashville, TN ●  March 28-April 1, 2009
Queens Media Recognition, Billboard Lifesavers Conference ● Nashville, TN ●  March 28-April 1, 2009
Queens Media Recognition, Poster Lifesavers Conference ● Nashville, TN ●  March 28-April 1, 2009
Queens Media Recognition, Checkpoints Lifesavers Conference ● Nashville, TN ●  March 28-April 1, 2009
Belt Use Pre-Wave 1-Post Wave 4 by Borough Lifesavers Conference ● Nashville, TN ●  March 28-April 1, 2009
Queens Belt Observations-Wave 4 Lifesavers Conference ● Nashville, TN ●  March 28-April 1, 2009  Queens Overall: PRE 85.1% Post  88.7%* Race:  White 85.0% 88.1%* Black 81.5% 88.3%* Asian 88.3% 91.7% Gender:  Male  84.3% 87.8%* Female 87.9% 92.0%* Main Corridor (N. Blvd): 85.8% 89.0%* Side/Local Road: 84.1% 88.4%* Daytime (8am to 1pm): 85.7% 88.9% Evening (4pm to 9pm): 84.5% 88.5%
Conclusion ,[object Object],[object Object],[object Object],Lifesavers Conference ● Nashville, TN ●  March 28-April 1, 2009
Conclusion ,[object Object],[object Object],Lifesavers Conference ● Nashville, TN ●  March 28-April 1, 2009
Conclusion ,[object Object],[object Object],[object Object],[object Object],Lifesavers Conference ● Nashville, TN ●  March 28-April 1, 2009

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Increasing Seat Belt Use In Nyc

  • 1. Tara Casanova, David Preusser Increasing Seat Belt Use in NYC: Evaluation of a Demonstration Project and Katherine Ledingham
  • 2.
  • 3.
  • 4.
  • 5.
  • 6. TRB 85 th Annual Meeting ● Washington, DC ● January 22 – 26, 2006
  • 7. TRB 85 th Annual Meeting ● Washington, DC ● January 22 – 26, 2006
  • 8.
  • 9. TRB 85 th Annual Meeting ● Washington, DC ● January 22 – 26, 2006
  • 10. TRB 85 th Annual Meeting ● Washington, DC ● January 22 – 26, 2006
  • 11.
  • 12.
  • 13.
  • 14.
  • 15.
  • 16.
  • 17.
  • 18.
  • 19.
  • 20.
  • 21.
  • 22.
  • 23.
  • 24.
  • 25.
  • 26. Queens Media Recognition, Billboard Lifesavers Conference ● Nashville, TN ● March 28-April 1, 2009
  • 27. Queens Media Recognition, Poster Lifesavers Conference ● Nashville, TN ● March 28-April 1, 2009
  • 28. Queens Media Recognition, Checkpoints Lifesavers Conference ● Nashville, TN ● March 28-April 1, 2009
  • 29. Belt Use Pre-Wave 1-Post Wave 4 by Borough Lifesavers Conference ● Nashville, TN ● March 28-April 1, 2009
  • 30. Queens Belt Observations-Wave 4 Lifesavers Conference ● Nashville, TN ● March 28-April 1, 2009 Queens Overall: PRE 85.1% Post 88.7%* Race: White 85.0% 88.1%* Black 81.5% 88.3%* Asian 88.3% 91.7% Gender: Male 84.3% 87.8%* Female 87.9% 92.0%* Main Corridor (N. Blvd): 85.8% 89.0%* Side/Local Road: 84.1% 88.4%* Daytime (8am to 1pm): 85.7% 88.9% Evening (4pm to 9pm): 84.5% 88.5%
  • 31.
  • 32.
  • 33.

Editor's Notes

  1. When used properly, belts reduce the risk of fatal injury to front seat passenger car occupants by 45% and the risk of moderate to severe injury by 50% .
  2. they create a perception among motorists that they will be ticketed if they do not buckle up (Solomon et al., 2002).   sTEP programs typically span several weeks with the first and second weeks focused on publicity and the remaining weeks concentrated on publicity combined with intense and highly visible enforcement.   Most sTEPS have relied on all available print and broadcast media for earned and paid publicity. Here we targeted a high-risk neighborhood (Northern Blvd) within a larger metropolitan area (NYC-Queens). Use of citywide or area-wide media would be both expensive and inappropriate. Of interest to this program was if it would be possible to create a sTEP program, with measureable effects on belt use and recall of the buckle-up message, using enforcement centered on the identified neighborhood and neighborhood localized media.
  3. NB- that runs from about Shea Stadium to the East River, The target section of Northern Blvd was chosen due to its close proximity to Manhattan’s Traffic Control Division; thus allowing for speedy deployment while remaining close to the precinct area if a sudden emergency were to arise. Northern Boulevard was the enforcement site chosen for this project due to its ethnically diverse neighborhoods including lower and middle socio-economic; Black, White and Asian residents. youth/teen drivers and high-risk non seat belt users, its dense population and high volume of traffic as a main thoroughfare connecting the 59 th Street Bridge and the Nassau County Line
  4. Grand Concourse in the Bronx was considered to be far enough away from Northern Boulevard in Queens where this comparison population would likely not have any indication that a Queens-specific enforcement program was taking place. PRG examined Census tract and demographic information in order to “match” Grand Concourse in the Bronx as the control roadway. While Northern Boulevard is demographically unique in terms of ethnicity, Grand Concourse was the closest match when looking for a control roadway.  Also, both roadways are the same type of road (main corridor/throughway) and have likely comparable traffic volumes. Please note, a control site should be close enough to the target site in order to make community and area comparisons, but not too close (the control area should have no knowledge of any media messages or enforcement activity occurring in a neighboring community).
  5. No special media or enforcement took place in the Bronx. In Queens, paid media, seat belt checkpoints and roving patrols in the surrounding precinct communities were conducted during each of four program Waves.
  6. NHTSA chose the Tombras Group, Inc. as the media firm for this program. They were tasked with organizing all media buys and media placement for the campaign. The first media flight for the campaign ran from July 9 – 22, 2007 ; the second media ran from October 8 – 21, 2007 ; the third ran from January 7 – 20, 2008 ; and the fourth and final media flight ran from March 24 – April 6, 2008 . Media used included bus shelter ads, standard 8-sheet posters and 30-sheet posters (billboards).
  7. While NHTSA’s national Click It or Ticket logo was included on each one, the actual messages on bus shelter ads and the posters varied between the following four slogans Bus shelter ads, standard 8-sheet posters and 30-sheet posters (billboards) were set up in various locations along the main corridor of Northern Boulevard and in the surrounding precinct areas during each flight.
  8. Variable message signs (VMS) were set up on North Boulevard by Manhattan’s TCD and had the following rotating messages displayed during seat belt checkpoints: 1) Click It or Ticket 2) Seat Belt Enforcement Zone and 3) Seat Belts Save Lives . The TCD also conducted outreach in the local community, such as presentations at community board meetings and display tables and information at local businesses.
  9. All overtime enforcement activity was carried out by Manhattan Traffic Control Division, with support from three area precincts as well (108, 114 and 115).
  10. TCD utilized overtime hours and the individual precincts contributed to the campaign during regular tour hours. Checkpoints ran on weekdays and weekends, during morning and evening hours, and accounted for both inbound and outbound traffic traveling on Northern Boulevard. The first enforcement period took place July 20 – 24, 2007 ; the second October 19 – 23, 2007 ; the third January 18 – 22, 2008 ; and the final enforcement wave occurred April 4 – 8, 2008 .
  11. The information listed in the following tables is a combination of reports provided by TrafficStat and Manhattan’s Traffic Control Division. TCD utilized overtime hours and the individual precincts contributed to the campaign during regular tour hours. Precincts 108, 114 and 115 added to the enforcement efforts conducted by TCD.
  12. Queens DMV office was the targeted awareness survey office Bronx DMV office was used as a comparison office
  13. DMV surveys included questions specifically asking about media strategies and perceived enforcement in both the program and control areas. Responses to survey questions were data entered into an Excel spreadsheet and later transferred into SPSS for further analyses. Analyses were conducted for each survey question across all Waves.
  14. Targeted enforcement areas: These community observations incorporated parts of the 108 th , 114 th and 115 th designated enforcement precincts.
  15. Targeted enforcement areas: These community observations incorporated parts of the 108 th , 114 th and 115 th designated enforcement precincts. Observation hours 9am – 1pm and 4pm to 9pm One assistant drove the observed segment of Northern Boulevard starting at 106 th Street and stopping at designated site locations along the corridor to 59 th Street. The other research assistant who was seated in the vehicle (or, when safe and possible, standing at roadside for better observation view) conducted observations during each of the stops. One “full pass” was made on the designated section of Northern Blvd. These methods were used on both program and comparison roadways.
  16. Enforcement Schedule: Wave 1: July 20 th – July 24 th , 2007 Wave 2: Oct 19 th – Oct 23 rd , 2007 Wave 3: Jan 18 th – Jan 22 nd , 2008 Wave 4: April 4 th – April 8 th , 2008 Wave 2-Post-only observations took place on Wednesday October 24 th and Saturday October 28 th . Only the enforcement area (Northern, Blvd., Queens) was observed during this wave. Wave 3-Post-only observations took place on Wednesday January 23 rd and Saturday January 26 th . Only the enforcement area (Northern, Blvd., Queens) was observed during this wave. Wave 4-Pre-seat belt observations on Northern Blvd. in Queens and the surrounding precinct communities took place on Saturday March 15 th and Wednesday March 19 th . Pre-observations on Grand Concourse in the Bronx and the surrounding control community took place on Sunday March 16 th and Thursday March 20 th . Post-seat belt observations in Queens were conducted on Wednesday April 9 th and Saturday April 12 th . Post-seat belt observations in the Bronx took place on Thursday April 10 th and Sunday April 13 th .
  17. The Bronx office has a much lower volume of people and licensed drivers than College Point in Queens. Respondent demographics remained consistent throughout the duration of the program, except for Wave 2 in Queens, where there was a lower proportion of respondents under 21 (see Table 4 for details). Survey demographic questions were phrased in a way to reflect the U.S. Census polling (age categories, race/ethnic breakdown, etc.) Across all Waves and office locations, there were more male than female survey respondents, and most fell into the 26 – 39 age group. Many of the College Point respondents self-reported as falling into the “Other” race category, followed by “White,” then “Asian.” In the Bronx, even more answered “Other” followed by “Black” then “White.” There were a large number of respondents that reported a Hispanic ethnicity in both offices.
  18. Specifically, the approximately 40 percent of respondents who answered “Yes” to “ Have you recently read, seen or heard anything about seat belts in New York?” were then asked to select one or more of the following media sources: newspaper, radio, bus shelter, TV, poster, billboard, police checkpoint or other. These increases are shown in the following three figures. Since this was a program localized to only one area of New York, media and outreach were restricted to billboards, posters and actual police presence. These were the media sources that residents remembered. Newspapers, television and radio would have been cost prohibitive and thus were not used.
  19. Specifically, the approximately 40 percent of respondents who answered “Yes” to “ Have you recently read, seen or heard anything about seat belts in New York?” were then asked to select one or more of the following media sources: newspaper, radio, bus shelter, TV, poster, billboard, police checkpoint or other. These increases are shown in the following three figures. Since this was a program localized to only one area of New York, media and outreach were restricted to billboards, posters and actual police presence. These were the media sources that residents remembered. Newspapers, television and radio would have been cost prohibitive and thus were not used.
  20. Specifically, the approximately 40 percent of respondents who answered “Yes” to “ Have you recently read, seen or heard anything about seat belts in New York?” were then asked to select one or more of the following media sources: newspaper, radio, bus shelter, TV, poster, billboard, police checkpoint or other. These increases are shown in the following three figures. Since this was a program localized to only one area of New York, media and outreach were restricted to billboards, posters and actual police presence. These were the media sources that residents remembered. Newspapers, television and radio would have been cost prohibitive and thus were not used.
  21. The two most direct measures of changes pre to post (Wave 1 and Wave 4) showed significant improvement, suggesting that the heightened enforcement was a success. In addition to the increase in belt use levels among categories/Waves, Click It or Ticket levels (e.g. higher than normal) were sustained in Queens throughout the program.
  22. Significant changes in Queens’ seat belt use were also noted overall in Wave 4, Pre to Post 85.1% to 88.7% Whites 85.0% to 88.1% Blacks 81.5% to 88.3% Males 84.3% to 87.8% Females 87.9% to 92.0% Northern Boulevard 85.8% to 89.0% local/side roads 84.1% to 88.4% The last wave of enforcement was very successful in Queens. Belt Use in the Bronx also showed some significant improvement, albeit not to the extent of what was seen in Queens
  23. Historical evidence of sTEP programs has shown that it takes both paid and earned media (especially wide-reaching media like television and radio) and extensive heightened enforcement to create real awareness and cause behavior change in a specified region. Also, these sTEP programs typically include longer media and enforcement periods, which has shown to be effective in keeping the message visible for a longer period of time; thus increasing recollection of certain campaign-specific messages and visibility of law enforcement on a given roadway.