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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 7. ¡Yo camino – yo cuento!7.1 IntroductionThe purpose of the ¡Yo camino – yo cuento! (I walk – I count!) campaign is to encourage people to walk more often for short, purposeful trips. 7.2 SummaryThis campaign, developed by the North Central Texas Council of Governments, encourages people to walk more often for short, purposeful trips. The Jefferson Boulevard and Bishop Arts area of Dallas was selected as the first district to be targeted by the campaign. A group of key stakeholders (not specified in the press release) formed a committee to provide input and direction on potential strategies, as well as messages and graphics, for the campaign. Characters from the Baldo comic strip are featured in the campaign materials, which include billboards, door decals and brochures. The billboards contain the slogan "Una Familia Activa Vive Mejor. ¡Camina!" (An Active Family Lives Better. Walk!), and will be installed at strategic locations around the district. The door decals contain the logo, "¡Entrale! Come in!" The Baldo comic strip characters are also featured on a bilingual brochure, "Caminar – ¡Un hábito que vale la pena fomentar!" (Walking – A habit worth forming!) The brochure lists reasons to walk, suggestions on destinations, safety tips, walking gear tips, steps to fitness walking, and walking goals. 7.3 Questions answeredWhat types of messages are most likely to have the most impact? This campaign relies on slogans that encourage walking and illustrations of comic strip characters who are enthusiastic about walking. The materials include billboards, door decals and brochures. The billboards are placed at strategic locations and the door decals are placed on public entrances. The brochure contains "how-to" information on walking. The press release does not indicate where the brochures will be distributed. Should materials be presented just in Spanish, or in English and Portuguese as well? The billboards are in Spanish, and the door decals are in both Spanish and English; the brochures are also bilingual. The campaign materials do not include Portuguese. 7.4 Outstanding questionsIn what pedestrian and bicycle safety-related areas is communication with Hispanic audiences most needed? Although the brochure provides safety tips such as "always walk facing traffic", this campaign does not address topic areas such as understanding of pedestrian signals or impaired pedestrians. This campaign does not address bicycle safety. Which Hispanic groups should be targeted and why? This campaign did not target specific Hispanic groups such as migrant workers or recent immigrants. Should different cultural groups be targeted and why? This campaign does not target different cultural groups.
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Program ContactTamara Redmon Dick Schaffer What's NewThe FHWA Safety Office is continually developing new materials to assist states, localities and citizens in improving pedestrian and bicycle safety. The materials listed on this page were completed recently. Examples of State/Local Pedestrian Safety Action Plans LTAP/TTAP Interchange, Tamara Redmon Evaluation of the Focused Approach to Pedestrian Safety Program (PDF 225 KB) “Not in Roadway” Pedestrian and Bicycle Crashes (PDF 132 KB) How to Develop a Pedestrian Safety Action Plan (PDF 5.14 MB) FHWA Guidance Memo Contains Provisions to Improve Pedestrian Safety Toolbox of Countermeasures and Their Potential Effectiveness for Pedestrian Crashes Pedestrian Safety Guide for Transit Agencies Evaluation of Pedestrian Countermeasures in Three Cities: San Francisco, Las Vegas and Miami |
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