Final Detailed Findings Report for Marketing Plan and Outreach Materials that Promote Pedestrian and Bicyclist Safety to Different Hispanic Populations in the United States

Section 5. Pedestrian Safety Program for Hispanic Populations

5.1 Introduction

NHTSA's three-part program, Caminando a Través de los Años (Walking Through the Years), is intended to address the needs of the Hispanic population.

5.2 Summary

NHTSA is developing a three-part Spanish-language pedestrian safety program, Caminando a Través de los Años (Walking Through the Years). The first two components are available from NHTSA's Office of Communications and Outreach. The first component targets older pedestrians. It consists of a report, a slide program with a presenter's guide, a brochure and a video telenovela. The second component addresses risks to child pedestrians and targets parents and other adult caregivers. The materials include a telenovela entitled "Amigos para Siempre" (Friends Forever), a bilingual brochure and an educator's guide. The third component is under development. It will deal with the impaired pedestrian problem.

5.3 Questions answered

In what pedestrian and bicycle safety-related areas is communication with Hispanic audiences most needed?

The third component of this program is under development and will deal with impaired pedestrians.

What are the best "media" for getting the messages across?

This program uses a report, a slide program with a presenter's guide, an educator's guide, brochures and telenovelas.

Which Hispanic groups should be targeted and why?
Which age groups of Hispanics should be targeted and why?

This program targets older pedestrians and children.

Should materials be presented just in Spanish, or in English and Portuguese as well?

This program includes Spanish telenovelas and a bilingual brochure. The description does not indicate whether the report and the slide program are in Spanish or in English, or both. The program does not appear to include Portuguese.

5.4 Outstanding questions

In what pedestrian and bicycle safety-related areas is communication with Hispanic audiences most needed?

This program does not address bicycle safety.

What types of messages are most likely to have the most impact? What tone should the messages have?

The description does not indicate what messages are conveyed in the program.

Should different cultural groups be targeted and why?

This program does not appear to target different cultural groups.