National Pedestrian Safety Engineering Outreach Campaign

Federal Highway Administration
National Pedestrian Safety Engineering Outreach Campaign
LISBOA, Inc. Final Report on Focus Group III Findings
Submitted 5/29/02

INTRODUCTION

The ultimate goal of this campaign, sponsored by the Federal Highway Administration (U.S. Department of Transportation), is to develop a public education campaign that will educate both pedestrians and drivers about existing engineering countermeasures designed to keep pedestrians safe. LISBOA, Inc. conducted the final two focus groups for the campaign to assess how pedestrians and drivers evaluate potential campaign concepts and themes. Two focus groups were held in Chevy Chase, MD was held with Metropolitan Washington, DC drivers and pedestrians on 4/29/02. The first group was composed of male and female pedestrians aged 26-59 years, and the second was conducted with 18-25 year old male and female drivers.

LISBOA collaborated with the FHWA to develop both the respondent screeners and the themes and concepts, which were presented to the group. Also, LISBOA worked with Groups at Lowe in Chevy Chase, MD to recruit and schedule the groups. Participants were paid an $80 stipend for attending the two-hour group. The groups were video and audio taped, and respondents were assured of confidentiality.

Dr. Megan Sheehan and Ms. Susan Yates of LISBOA, Inc., conducted the focus groups. Following each group, Dr. Sheehan reviewed the video and audiotapes. Dr. Sheehan then developed structured topline summaries of key findings and observations. The raw data for these toplines included the words, phrases, sentences, and nonverbal responses of the attendees. Dr. Sheehan also calculated and summarized the quantitative ratings that participants provided in reaction to the themes and concepts.

The Final Report is based on assimilating the key findings from the toplines and the quantitative ratings. This report includes recommendations to the FHWA for revising the proposed themes and concepts for television, radio, and print based on focus group feedback.

KEY FINDINGS - PEDESTRIANS

The second television PSA was "Rushing to the Game - Grandpa." The focus group thought that this concept would work well for children rather than working aged adults. "I thought it was very educational. I think it would be geared towards little kids . . ." "More focused on kids." "This would be good for Saturday morning."

The last pedestrian television PSA that the group evaluated focused on the use of retro-reflective wear. The group had many comments about the concept and about the use of retro-reflective materials. They preferred the term "reflective materials" to "retro-reflective" and added that "People wouldn't know what you're talking about with 'retro-reflective.'" Several group members also expressed concern over whether or not pedestrians will actually use retro-reflective materials. "An average person will not wear an orange arm band to walk across the street."

The print ads were the next materials to be presented to the pedestrians. The first one, Pedestrian Print PSA1: Dad and Son, was met with a less than enthusiastic response. While most of the participants clearly understood that the shadow represented "the absence of the kid," one group member found it confusing. Overall, they thought the concept was good, but they were critical of the persons depicted and the setting. Another participant suggested that the ad "represent urban culture."

The second pedestrian print ad, Pedestrian Print PSA2: Boy in Wheelchair, was met with mixed responses. While some participants thought that the ad addressed another issue, "It looks like a muscular dystrophy ad to me." Other participants stated that they clearly understood the meaning. "I understood it, I thought it was clear. He could be paralyzed from the accident." Another respondent suggested adding a "cast and some cars [to the ad to] show he was hit."

Pedestrian Print PSA3: Woman with Reflective Material, was the next print concept shown to the group. While some participants liked the concept, "'[r]eflective items' makes sense. I think that's sort of catchy." Other participants were still concerned about whether or not people would actually wear retro-reflective materials. "I think that the question is not whether that stuff is effective, but are people going to wear it?" They also thought that the ad might not be accessible to everyone. Some of the participants thought that the image was too trendy, "It looks like she's going to the club."

The Pedestrian Print PSA4: Firefighter was well evaluated by the group. They thought that the ad was "very straight forward" and the "image of the firefighter couldn't be better." The group also liked the background picture of the mother and child. "I think it gets the message across with the background picture."

The Pedestrian Print PSA5, Tragedy, was also positively assessed by the focus group participants. "The idea is good, I like the idea. [The police officer] should be looking more serious." "I like that this is not only directed to the pedestrians. Also, the [driver] is included."

The final image, Pedestrian Print PSA6: Signals, was not highly evaluated by the group. "The ad is too basic, it doesn't have anything to catch your attention." "You already know what it is, you wouldn't stop to look at it in a magazine." They suggested that might be " more appropriate for elementary school education."

The pedestrians also saw the driver themes and concepts for television, radio, and print. The first one that they evaluated was Concept 4: Voices-Mother and Child. Overall, the group evaluated this concept positively. "If this were a TV ad, if the little girl were injured it would be good." "The words could come popping out during the ad as people were saying things." There were some differing opinions on the merits of using one accident or describing several. "Maybe just one driver and narrator with the child would be better."

Next, the pedestrians heard Concept 3: Voices-Family Photos-Alternate/Driver. This concept was met with a less than enthusiastic response from the participants. "I didn't like this one as much as the first one." "I think it was ok." "It was alright. I could visualize some of this stuff."

The only driver radio concept that the pedestrians evaluated was, "Moment of Silence." Many of their comments about the idea were positive. "If I heard that it would get my attention." "If I'm listening to music, I wouldn't change the channel." However, there was an interesting suggestion, "[m]aybe an alarm instead of a moment of silence [would get people's attention.]"

The pedestrians next saw the driver print PSAs. The Driver Print PSA1: Picture Frames, was met with limited responses from the group. One suggestion was to use " a family picture" instead of the three separate frames.

The participants next evaluated Driver Print PSA2: Erica. For this ad, they thought that "Stop for pedestrians" was a more effective message than "yield to pedestrians."

The next ad that the pedestrians viewed was, Driver Print PSA3: EMTs. While the participants liked this ad, some were confused about the image in the background, "Is that a car grill in the background?" They suggested that "[i]f you could tell that it is a car it would make more sense."

Driver Print PSA4: Teddy Bear was the next concept presented to the focus group. They liked the image of the teddy bear and their responses to this ad were very positive. "That's good." "That works." "It looks like the teddy bear got run over."

The next concept, Driver Print PSA5: Boy & Dog, was met with limited feedback from the group. Their only suggestion was, to use Think of the lives you 'affect' instead of 'impact.'"

The last concept, Driver Print PSA6: Kids at the crosswalk, was evaluated very positively. The group's comments included: "I like that." "It's very nice." "I like 'you never know who you might run into' better than 'think of the impact.'" The group also thought that this ad would appeal to pedestrians because "[t]hose could be anybody's kids."

KEY FINDINGS - DRIVERS

When asked how concerned they were about hitting or injuring a pedestrian while driving, the respondents indicated that they were concerned about this. "I don't want to hurt anybody." "I worry more about hitting school kids getting off the bus."

The focus group first evaluated the Driver Television PSAs. The first one, "Voices-Mother and Child" resonated with several group members, "I think it's pretty good, I heard myself on that tape because I've said those things before." "I think it's good because you could visualize yourself doing those things, looking etc." However, another group member thought that the image of the teddy bear was "clichéd." The participants also did not find the "thud" objectionable. "The screeching tires and thud wasn't too graphic." "[The thud] that's real."

The second television PSA that the group evaluated was "Voices-Family Photos-Alternate/Driver too." While there was some positive response to the concept, the group also had several suggestions "I think a louder voice at the end would be better - an adult." "The people didn't sound sad enough." "Show someone getting hit." They also suggested using one or two stories because "3 stories are too much for a 30 second commercial. . ."

When asked about using the term "you" instead of "the driver" with these concepts, the participants indicated that this strategy would not appeal to them. "I think that would be worse because personally I've never hit anybody." "Pointing it out to me would make me want to change the channel because I didn't do it."

Next, the Driver Radio PSAs were presented to the group. Concept 1: Moment of Silence was evaluated fist. The group decided that this concept could be effective, depending on how the silence was used. "It would depend on how you brought in the silence. This is one of the few instances when a radio advertisement might be more effective than TV because you're already in the car." "It depends on the 'no sound' and how long it is."

Subsequently, Concept 3: Watch Out! (Part 1 of 2) was presented to the group. Overall, the group had positive comments about this concept. They could relate to this situation.

"I thought that was the best one of all." "That to me was the most realistic."

Concept 4: From a Jail Cell (Part 2 of 2) was the third radio concept that the drivers heard. In sum, this concept also appealed to the group, although they expressed some concern about confusing listeners by mentioning drinking and drugs. "The jail part is good. Mentioning the drugs and drinking takes away from it." Instead, one participant expressed his sentiments with, "Whether on drugs or not if you hit a pedestrian you're not paying attention." Lastly, they thought this could be effective because, "[e]veryone thinks 'I never thought this could happen to me' keep that part."

The last radio concept that the group evaluated was Concept 5: Make Walking Safer. The majority of the group participants liked this concept and the announcer's talking directly to drivers appealed to them. "I think that was the best one yet. It related to everyone and it wasn't dramatic stuff." "I thought it was good and got into your head." "It reminds you that you're not paying attention when you're doing all those other things."

After the radio concepts, the drivers then viewed the Driver Print PSAs. The first one, Driver Print PSA1: Picture Frames, was met with mixed feedback. "I think the frames are sticking out. But the people, I can feel that." The group had a few suggestions instead, "If there's a picture of an accident or a chalk outline that might be better. This doesn't demonstrate that a pedestrian got hit." Another group member thought, "[a] family photo would be better."

The next print ad was Driver Print PSA2: Erica. Many of their comments focused on the wording of the ad. Some participants preferred "yield" to pedestrians while others preferred "stop" for pedestrians. "Most drivers don't stop, but they would yield." "I think stop is a more effective word." The group members understood that Erica was a pedestrian, but thought that "[a] child would be more effective here."

The third ad, Driver Print PSA3: EMTs, was next shown to the group. The image appealed to the respondents. "This is a better picture." Furthermore, the participants who thought "yield" would be better in the previous ad commented, "I'm thinking 'stop' not yield here." and "That changes my whole thought, I think it should be 'I should have stopped for her.'" The group also understood that the driver was talking in the ad.

The drivers then evaluated Driver Print PSA4: Teddy Bear. While the group liked the idea represented in the ad, unlike the pedestrians the teddy bear did not appeal to them. Instead they suggested ". . . something more graphic like a bent bike or a hat." "Shoes. " "A small hand and an ice cream cone or a lollipop." One group member liked the black and white image for the ad. "Black and white is better. You don't see black and white ads very often."

The Driver Print PSA5: Boy and Dog was well received by the drivers. They liked the image of the boy especially with a dog. "The dog gets me. How many times do you see animals hit?" Furthermore, they preferred to use "stop" instead of "yielded." "'You should have yielded,' it should be 'you should have stopped.' Yielded is weak." "I like the you should have 'stopped' for him, but didn't." They liked the mother's hand holding the photo.

The last driver print ad that the group evaluated was Driver Print PSA6: Kids at the crosswalk. The feedback for this ad was very positive. The message and the image of the children appealed to them. "That is straight to the point. You see it all." "That's good." "That's very good." "I think it's catchy." "I like the image."

After completing their review of the driver concepts, the focus group then evaluated the Pedestrian Materials. We began with the Television PSAs. Pedestrian TV PSA1: Rushing to the Game - Police Officer." Overall, the concept did not appeal to the drivers. They suggested making the ad more graphic "You should see a body bag in the background." "It's effective where the kid gets hit . . ." "Go to a silent screen after the kid gets hit." The group also thought that the police officer's dialogue was too mild. "The cop should be yelling at the Dad."

Pedestrian TV PSA2: "Rushing to the Game - Grandpa" was the next ad to be evaluated. The group's comments ranged from like to dislike. While some participants thought that the ad was "good" other group members had reservations about whether young children [would] understand what the ad is about." Furthermore, the group thought that the effectiveness of the ad would "depend on the age of the kid and the old man. If it were a really old man it would make sense."

The last pedestrian television concept was Pedestrian TV PSA3: "Firefighter." Again, this group preferred the use of "'reflective' instead of 'retro-reflective.'" They thought that firefighter would be effective "for kids." Several group members mentioned that they see joggers wearing reflective materials and suggested depicting them in the ad. "I see a lot of people wearing that stuff jogging." They also liked the idea of a comparison between one person wearing reflective materials and another person not wearing them. "I think it would be more effective if you saw someone who wasn't wearing the stuff and you could compare."

Next, the Pedestrian Print PSAs were shown to the group. Overall, the drivers responded very positively to the pedestrian ads. The first one, Pedestrian Print PSA1: Dad & Son appealed to the drivers. "That's better." "I think it's straight to the point. I like that one." "I think it is clear that the kid is dead."

The second ad, Pedestrian Print PSA2: Boy in Wheelchair, was positively evaluated by the group. "I like it. It is straight to the point and explicit." They thought that the responsibility for the accident was being placed "on the adult." "I think it is clear." Furthermore, the group reported that this ad would not deter them from walking. "It's not that scary, it wouldn't scare me away from walking." ". . . [S]eeing the picture doesn't make me afraid to walk."

The respondents liked the third ad, Pedestrian Print PSA3: Woman with Reflective Material. "That would catch someone's eye." The again preferred the term "Reflective items" to "retro-reflective." They thought that a comparison could be helpful. "Having the comparison of someone wearing it and not wearing it would be better." The image and layout of the ad also appealed to them and they thought that it resembled an ad in a fashion magazine, "I think that ties in to a lot of what you see in magazines." Furthermore, they thought that the ad made reflective items "look cool." Whereas the pedestrians thought that the image was too trendy, the drivers liked that aspect of the ad.

The participants also liked Pedestrian Print PSA4: Firefighter and said that they would refer to retro-reflective wear as "shiny stuff." "I like the 'shiny stuff' better than 'reflective items.'" "I would call it that 'shiny stuff.'" They also liked the tagline "Be Safe. Be Smart. Be Seen." Unlike the pedestrian group, the drivers did not like the small picture of the woman and child. "I don't like the little picture. It takes away from the rest of it." They suggested removing the small picture.

The next print ad, Pedestrian Print PSA5: Tragedy, received several suggestions from the group. They thought that the police officer was unnecessary as the lecturer and instead he should be ". . . part of the scene." The group also thought that the crash victim should be the focus of the image and that the photo was "too blurry."

The final ad, Pedestrian Print PSA6: Traffic Signals, did not resonate with the group. Instead, they suggested depicting "pedestrians who are talking going across the street and aren't paying attention."

Finally, in the last few minutes of the group discussion a driver's perspective concept was described for the participants. They liked the idea of seeing the road from the driver's perspective and being startled when seeing an unexpected pedestrian. Interestingly, earlier in the group discussion a participant had suggested a similar concept for the driver television PSA. "Have the viewer be the eyes of the driver. Put you in the place of the driver. Like those roller coaster things. You glance away and then look back and there's a person!"

RECOMMENDATIONS

Pedestrian Concepts

• Pedestrian Radio PSA was met with some negative feedback. They did not think that this information could be well conveyed via the radio.
• Pedestrian TV PSA: "Rushing to the Game - Police Officer" was evaluated well by the pedestrians, but not the drivers. The drivers thought it should be more graphic.
• Pedestrian TV PSA: "Rushing to the Game - Grandpa" could be effective with children, but not with adults.
• Pedestrian TV PSA: "Firefighter" could be more effective if "reflective" instead of "retro-reflective" were used. They would like to see a comparison with and without retro-reflective materials.
• Pedestrian Print PSA1: Dad and Son was liked by the drivers more than the pedestrians. The shadow was clear to all but one respondent. It could be more effective if it were set in a traffic situation.
• Pedestrian Print PSA2: Boy in Wheelchair could also be more effective if set in a traffic situation.
• Pedestrian Print PSA3: Woman with Reflective Material was well received by drivers who thought it was catchy and even made reflective wear look "cool."
• Pedestrian Print PSA4: Firefighter was well evaluated by the group. There was mixed feedback on the inset photo, LISBOA recommends keeping the picture of the mother and child as an example.
• Pedestrian Print PSA5: Tragedy, would be more effective with a clearer picture of the accident.
• Pedestrian Print PSA6: Signals, was not highly evaluated and would be more appropriate for an elementary school audience.

Driver Concepts

• Driver TV PSA "Voices- Mother and Child" was appropriate for the intended audience. The "thud" sound was not too graphic or frightening.
• Do not use "you" instead use "the driver." Being singled out would alienate drivers who had never hit a pedestrian.
• Driver TV PSA "Voices-Family Photos-Alternate/Driver" should be shortened. The group thought that three stories was too much information for a thirty-second ad.
• Radio is a good media to reach drivers.
• Driver Radio PSA "Moment of Silence" is a good concept. The silence should not be too long or listeners will change stations.
• Driver Radio PSA "Watch Out" was seen as very "realistic" to the drivers, they could relate to this concept.
• Driver Radio PSA "From a Jail Cell" mentioning the drinking and drugs was distracting to the group members. They thought that would confuse the issue of pedestrian safety with drunk driving. They liked the idea that "I never thought this could happen to me."
• Driver Radio PSA "Make Walking Safer" was viewed as effective. They liked the idea of talking directly to drivers.
• Driver Print PSA Driver Print PSA1: Picture Frames was mixed. The groups both suggested a family photo instead of the three frames.
• Driver Print PSA2: Erica. The group preferred "stop for pedestrians." They also suggested using a child's picture.
• Driver Print PSA3: EMTs appealed to the respondents. The groups understood the concept and thought using the word "stopped" instead of "yielded" would be more impactful.
• Driver Print PSA4: Teddy Bear the participants liked the concept, but the drivers did not like the image of the teddy bear. They suggested using another image.
• Driver Print PSA5: Boy and Dog was well received. They liked the image of the dog.
• Driver Print PSA6: Kids at the crosswalk was highly evaluated by both groups. They liked the image of the children.

Federal Highway Administration
Pedestrian Safety Countermeasures Education
LISBOA, Inc. Focus Group Topline Summary
Pedestrians - Washington, DC
4/29/02

The first of two focus groups in Chevy Chase, MD was held with Metropolitan Washington, DC pedestrians. The purpose of this group was to determine what sorts of public education messages would capture their interest and attention. The ultimate goal of this campaign, sponsored by the Federal Highway Administration (U.S. Department of Transportation), is to develop a public education campaign that will educate both pedestrians and drivers about existing engineering countermeasures designed to protect pedestrians. The group consisted of nine 26 to 59 year old male and female pedestrians who had been exposed to traffic situations more than once during the past week.

When asked what some of their typical concerns were as pedestrians, most respondents indicated that they were concerned about being hit by a vehicle. One participant reported that he had actually been hit by a car, which did not stop at a stop sign. Some of their responses included:

• "a lot of times drivers are trying to beat the yellow light."
• "I'm always afraid that somebody is not going to obey the traffic signals."
• "My main concern is not having enough time to cross the street."
• "People on cell phones who aren't paying attention."

The group was then informed of the purpose of the research and the goal of the campaign, to educate pedestrians about safety features designed to protect them. When they were asked what they think of when they hear the term "traffic signs," the group's responses included "red, green lights, and stop signs." When asked to describe "pedestrians signs," they answered "the Walk/Don't walk signs." The first concept that the group was asked to evaluate was a radio PSA.

Pedestrian Radio PSA1:

Concept 8: Traffic Signals

We hear the sounds of tires screeching, and then an awful thud. Next, we hear sirens and the sounds of an ambulance speeding away followed by hospital noises and a heart monitor slowly beeping. Next, we hear a police officer say: "I'm Officer Jones, this tragedy didn't have to happen. Walking can be safe-if you follow the signals. When the signal says "Don't walk," you should not enter the crosswalk. But, if you are already crossing, keep going until you are safely across the street. When the signal says "walk," look both ways and then cross the street quickly, and safely." We hear the narrator say, "Every seven minutes a pedestrian is killed or injured. Walk safely. Follow the signals and always look left, right, and left again before you cross." A message brought to you by the U.S. Department of Transportation, Federal Highway Administration."

After hearing this description, the participants' reactions included:

• "It is too much responsibility on the pedestrian in what the police officer says. What about the driver? Does he have a responsibility?
• "It is ok at the corner when you're looking left & right, but halfway across the street you have to jump out of the way."
• "That ad would be better focused towards children. Looking left and right is kind of redundant."
• "I found it to be too wordy. Too long."

Pedestrian TV PSAs

The discussion then turned to the pedestrian television PSA concepts. The group listened to an audio CD recording of the television spots.

1. 1. Concept 5: Rushing to the Game - Police Officer
   
   Issue: Traffic Signals/Walk vs. Don't Walk
   
   We see a father and son about to cross a busy street. The boy is wearing a little league uniform and carrying a baseball glove. The signal says "Don't Walk." The father quickly looks left, right and left again, then grabs his son's hand and the two rush across the street. Then we hear the sounds of tires screeching. The father and son turn to see a car heading toward them, a look of terror on their faces. We hear an awful thud as we see the image of the boy's baseball glove flying into the air. Cut to a police officer standing at the scene. We see the car involved in the crash and the police car with flashing lights. The officer says: "This tragedy didn't have to happen. Walking can be safe, when you follow the signals. When the signal says "Don't Walk," you should not enter the crosswalk. But, if you are already crossing, keep going until you are safely across the street. When the signal says "walk," look both ways and then cross the street quickly, and safely." While the police officer is talking, we see a close up of the signal as it flashes "Don't Walk" and "Walk," and images of people crossing safely. As the people cross, we hear a narrator say: "Every seven minutes a pedestrian is killed or injured. Walk safely. Follow the signals and always look left, right, and left again before you cross." Cut to the U.S. Department of Transportation, Federal Highway Administration logo.
   
   The group's reactions included:
   • "I find it similar to [the radio] one. You can show the father & son's responsibility."
   • "It wasn't as long as the first one. I could picture it."
   • "It would depend on the thud. Hearing bones breaking would be going too far."
   • "I think it would be really awkward to show the father or son being hit."
   • "It's more visual."
   • "It reminds me of the ad for drunk drivers where you see someone hit."
   • "I liked the idea of the glove going up in the air."
     
     
2. 2. Concept 6: Rushing to the Game - Grandpa
   
   Issue: Traffic Signals/Walk vs. Don't Walk
   
   We see a grandfather with his grandson about to cross a busy street. The boy is wearing a little league uniform and carrying a baseball glove. The signal says, "Walk," so the grandfather grabs the boy's hand, and after looking left, right, and left again, they begin to cross the street. While grandfather and son are still in the crosswalk, the signal changes to flashing "Don't Walk." The grandfather looks confused and then panics. Grabbing his grandson's hand tighter, he tries to turn around and run back. The boy grabs his grandfather's arm and says, "No, grandpa. It's ok. I learned this in school" and quickly convinces his grandfather to keep going across the street.
   
   Once safely on the other side, the boy says, "We learned that when the signal says 'Don't walk', you shouldn't start to cross the street. But if you're already crossing, you should keep going until you're safely on the other side." The grandfather smiles and says: "Thanks Ryan. Now I know what to do when the signal says walk or don't walk. And I'll always look left, right and left again before crossing the street." Cut to the U.S. Department of Transportation, Federal Highway Administration logo while a narrator says: "Every seven minutes a pedestrian is killed or injured. Walk safely. Follow the signals and always look left, right, and left again before you cross."
   
   The group responses were:
   • "It seems almost humorous. If I were watching it I would think it was funny. Little kids watching it probably aren't paying attention, in my opinion."
   • "I thought it was very educational. I think it would be geared towards little kids and older people."
   • "More focused on kids."
   • "I think I would tune it out after the second time I heard it."
   • "This could be good for non-English speaking TV. I think the inter-generational aspect would have appeal."
   • "This would be good for Saturday morning."
     
     
3. 3. Concept 7: Firefighter
   
   Issue: Retro-reflective Materials
   
   We see firefighters on the scene of a fire, walking around in the dark. Their clothing shines in the dark, because it has retro-reflective materials on it. Some firefighters are also carrying a flashlight. One firefighter stops and addresses the camera. He says: "When you're a firefighter, it's important to be seen in the dark. So firefighters wear retro-reflective materials on their clothing." Cut to the firefighter in the station house. He is now wearing casual clothing, including several retro-reflective items, such as a t-shirt with retro-reflective stripe, jacket, and running shoes. He picks up some personal items and a flashlight, and heads out the door. It's nighttime and dark out. He says: "When I'm walking at night, I still wear retro-reflective clothing (gestures towards his clothes) and carry a flashlight because I know cars can see you from farther away and they can see you better than if you're wearing white. This shiny stuff saves lives and it could save yours." As we see him walk away into the dark, we hear a narrator say, "Every seven minutes a pedestrian is killed or injured. Walk safely and make sure you can be seen in the dark." While the narrator is talking, the firefighter get further and further away. We see a car go past him and we can see that from the car's perspective, the firefighter is visible from blocks away. Cut to the U.S. Department of Transportation, Federal Highway Administration logo.
   
   The group responses were:
   • "Brighter colors are good."
   • "Reflective materials would make more sense than retro-reflective. People wouldn't know what you're talking about with retro-reflective."
   • "It's very rare to see running shoes without it [retro-reflective material] now."
   • "I'm not going to buy shoes because of it. If it comes with the clothes that's fine, but I'm not going to look for it."
   • "I don't think people's main concern when they go out is to wear reflective stuff."
   • "That stuff can be distracting."
   • "I think the idea of having something bright is great. But, I think this will not hit certain populations, kids, teenagers, . . . it may be appropriate for rural areas, but in urban America with fashion consciousness, I don't think this will be very effective."
   • "If I were a runner or an avid walker, I would wear that, but as an average walker, I wouldn't wear it. An average person will not wear an orange arm band to walk across the street."

Print PSAs

Pedestrian Print PSA1: Dad & Son

PSA depicts father and son walking on a beach. The father is carrying a baseball. The son is entirely shaded and outlined. Bold text: "I saw the signal change, but I thought we had enough time to make it across... I was wrong. Obey the Traffic Signals. Don't take chances with your life." Smaller text: "Walking can be safe. Just make sure you follow the signals. When the signal says Don't Walk, you should not enter the crosswalk. But, if you are already crossing, keep going until you are safely across the street. When the signal says Walk, look both ways and then cross the street quickly, and safely. Every seven minutes a pedestrian is killed or injured. Walk safely. Follow the signals and always look left, right, and left again before you cross. It could save your life."

Participants had the following feedback for this concept:

• "I thought the dark represents the absence of the kid."
• "I don't see that, I didn't know what the shadow was."
• "I think it means someone was run over. Will immigrants be able to get the substance of this ad? Will other people be able to sense that?"
• "Most little kids who play little league, their mommy's pick them up in a caravan. I think you need to represent urban culture."
• "The picture is not effective. Use a grandmother."

Pedestrian Print PSA2: Boy in Wheelchair

PSA depicts boy in wheelchair, looking pensive. Bold text: "Dad thought we could make it across. Obey the Traffic Signals. Don't take chances with your life." Smaller text: "Most drivers are watching out for pedestrians, but sometimes traffic and other obstacles make it difficult to see people in the crosswalk. So don't take chances. Walk safely. Wait for the signal to say Walk, and always look left, right, and left again before you cross the street."

Participants responded to this concept as follows:

• "I don't like it."
• "He needs a size appropriate wheelchair. I don't like it."
• "I thought he had multiple sclerosis. I would put him on a [street] corner watching traffic. It doesn't look like he's really disabled."
• "You should ad a cast to his leg or arm."
• "I think it's a good ad."
• "The cast and some cars would show he was hit."
• "It looks like a muscular dystrophy ad to me."
• "I understood it, I thought it was clear. He could be paralyzed from the accident."

Pedestrian Print PSA3: Woman with Reflective Material

PSA depicts a young female pedestrian in a long coat with retroreflective trim. She is in an urban setting, with what appears to be a bridge railing behind her and a city skyline in the distance. Bold text: "Make yourself visible. Reflective items can save your life." Smaller text: When you're out at night, be safe. Wearing white helps, but wearing reflective clothing items and carrying a flashlight will make you much more visible. Every seven minutes a pedestrian is killed or injured. Walk safely. Make sure cars can see you in the dark."

Participants responded the this concept with the following remarks:

• "I don't know if it says enough. It looks like she's going to the club."
• "Maybe you should put walkers and runners in the ad."
• "Nobody reads the small print. That's where the credit cards get you."
• "Who wears something like that?"
• "I'd like to see children with some stuff like that."
• "The words are catchy. But I don't like what she has on."
• "'Reflective items' makes sense. I think that's sort of catchy."
• "I think that the question is not whether that stuff is effective, but are people going to wear it?
• "I don't like reflective 'items.' I would change it to something else."
• "Is she going to the clubs? You need something that everyone can relate to."

Pedestrian Print PSA4: Firefighter

PSA depicts a male firefighter wearing his gear looking into the camera. In a smaller inset box on the right, a mother and child are walking holding hands and are wearing retro-reflective items. Bold text: "Out at night? This shiny stuff could save your life. Make yourself visible. Be safe. Be smart. Be seen." Smaller text: "When you're a firefighter, it's important to be seen in the dark. So firefighters wear retro-reflective materials on their clothing. When you're out at night, be safe. Wearing white helps, but wearing retro-reflective clothing items and carrying a flashlight will make you much more visible. Every seven minutes a pedestrian is killed or injured. Walk safely. Make sure cars can see you in the dark."

The participants offered the following feedback to this concept:

• "I don't know if I like the word, 'shiny stuff' but other than that I like it. . . It's a good ad."
• "I would use 'reflective clothing.'"
• "I don't like shiny stuff, either."
• "It is very straight forward."
• "The image of the firefighter couldn't be better."
• "I think it gets the message across with the background picture."
• "I like the picture. Children like the word 'stuff.'"
• All but one group member liked "Be safe, be smart, be seen" better than other tagline.

Pedestrian Print PSA5: Tragedy

PSA depicts a policeman facing the camera. Behind the officer and to the right we see two EMTs working on a victim and a crumpled car behind them. Bold text: "This tragedy didn't have to happen. Obey the Traffic Signals. Don't take chances with your life." Smaller text: "Traffic signals and pedestrian warning signs let drivers know what to expect. Please, wait for the signal to say Walk, before you cross the street. Walk safely. Follow the signals and always look left, right, and left again before you cross. It could save your life.

Participants responded to this concept by sharing the following thoughts:

• "Make the background clearer."
• "The police officer is too relaxed, he's smiling."
• "The idea is good, I like the idea. He should be looking more serious."
• "I don't know that it's clear. The person in the car could be the one pulled out. If you could see the crosswalk, the lights it might be clearer."
• "I like that this is not only directed to the pedestrians. Also, the [driver] is included."
• "Do one scene with the kid running to the game disobeying the light & then have him in a wheelchair watching the game. Otherwise, you're making people look stupid. Hopefully people will pay more attention."
• "The police officer should be smaller and he should look like an everyday person. The graphic to the right should be bigger and you should show a stoplight."

Pedestrian Print PSA6: Signals

PSA depicts the "Walk" and "Don't Walk" signs in inset boxes, with text on the right. Bold text: Obey the Traffic Signals. Don't take chances with your life." Smaller text: "Walking can be safe. Just make sure you follow the signals. When the signal says Don't Walk, you should not enter the crosswalk. But, if you are already crossing, keep going until you are safely across the street. When the signal says Walk, look both ways and then cross the street quickly, and safely. Every seven minutes a pedestrian is killed or injured. Walk safely. Follow the signals and always look left, right and left again before you cross."

Participants offered the following feedback to this concept:

• "The text should be a little bigger."
• "The ad is too basic, it doesn't have anything to catch your attention."
• "You already know what it is, you wouldn't stop to look at it in a magazine."
• "It would be more appropriate for elementary school education."
• "I think if it wear in color it could be used to teach safety in schools."

Driver Concepts

1. Concept 4: Voices-Mother and Child

Issue: Drivers Turning

We see a mother with a five-year-old child about to cross the street. They have the "walk" signal. Holding the child's hand, the mother looks left, right and left again, then enters the crosswalk. They are still in the crosswalk when we hear the sounds of tires screeching. The mother turns to see a car heading toward them, a look of terror on her face. We hear an awful thud as we see the image of a teddy bear flying into the air. As soon as we hear the sounds of tires screeching, we also hear a variety of voices, one-by-one saying: "I don't drink, I don't do drugs, I just wasn't paying attention." The teddy bear continues to sail through the air, then we see blurry images of a car about to turn, waiting for the traffic to pass. The voices continue: "I looked to see if any cars were coming... I should have looked for people as well, and stopped for them." Then all the voices say together: "I never thought something like this could happen to me." Cut to a shot of children crossing the street, the warning sign for pedestrians crossing is clearly visible. We hear a child say: "Every seven minutes a pedestrian is killed or injured. Stop for pedestrians: think of the impact you could make." End with music and show U.S. Department of Transportation, Federal Highway Administration logo.

The group responded:

• "That should be played in drivers ed. It would make them think a little more, but for the veteran driver, I don't think it will make them think."
• "If this were a TV ad, if the little girl were injured it would be good."
• "The words could come popping out during the ad as people were saying things."
• "It's a little long." [Moderator responded that with TV ad, you'd be seeing pictures not listening to description and that wouldn't be as long.]
• "There are a lot of people saying something about one accident. Maybe one driver would be better."
• "All the different voices were too much."
• "Less is more."
• "Maybe just one driver and narrator with the child would be better."
• "I think a child's voice is good."
• "Should you say 'Every seven minutes in the United States' might be better."

2. Concept 3: Voices-Family Photos-Alternate/Driver too

Issue: Various

We see a 10-year-old Hispanic girl standing beside a busy intersection with a framed photo of her mother. She is very upset. She stares into the camera as we hear her voice over muted sounds of traffic. She says: The driver was looking for other cars as he turned the corner. But he didn't watch out for my mom." Then we see a sixteen-year-old African American boy standing at another busy intersection. He looks angry as we hear him say, "My sister was always careful. She'd wait for the light and look both ways. The driver should have stopped for her. But she didn't." Then we see a 30-year-old Caucasian man standing beside a busy street. His hands are empty. He looks solemnly into the camera and says, "I wasn't driving fast or anything. I should have seen the people in the crosswalk, but I just wasn't looking. Why didn't I see them?" Then we hear a child's voice say: Every seven minutes a pedestrian is killed or injured. Stop for pedestrians. Think of the impact you could make." End with music and show U.S. Department of Transportation, Federal Highway Administration logo.

The group offered the following responses to this concept:

• "It was so long and I didn't like this one as much as the first one."
• "It was alright. I could visualize some of this stuff."
• "I think it was ok. I couldn't see a 30 year old man, I could see a teenager."
• "I thought it was long and I don't like the child's voice. She talks too softly."
• "This shows that minorities get hit more, I don't like to see that situation. It triggers other issues."

Driver Radio PSAs:

1. Concept 1: Moment of Silence

We hear dead air/silence for a second or two. Then we hear a narrator say: "This moment of silence is dedicated to the thousands of pedestrians killed last year by motor vehicles. In fact, every 7 minutes a pedestrian is killed or injured. Drive safely. Watch for pedestrians in the crosswalk and at every intersection. Stay alert and stop for pedestrians. Think of the impact you can make. A message brought to you by the U.S. Department of Transportation, Federal Highway Administration.

The participants' comments were:

• "I do not like that. I'd hit the button and change the channel."
• "Maybe an alarm instead of a moment of silence."
• "If I'm listening to music, I wouldn't change the channel."
• "If I heard that it would get my attention."

Driver TV PSAs:

PRINT PSAs

Driver Print PSA1: Picture Frames

PSA depicts three photograph frames of different sizes, each framing a photo of an individual person. From left to right: Young male child, middle-aged adult, young woman. Bold text: Every seven seconds a pedestrian is killed or injured... Stop for Pedestrians Think of the impact you could make." Smaller text: "It takes a few more seconds to look for someone in the crosswalk and wait for them to cross. It's worth it. Drive safely. Watch for pedestrians in the crosswalk and at every intersection."

The group commented on the print PSA concept by saying:

• "Maybe if you had someone gazing at three pictures. I don't see anything saying 'these are my family members."
• "What about a family picture?"
• "It could work for TV with people who are gone."

Driver Print PSA2: Erica

PSA depicts older woman's hands holding an open wallet that holds a photograph of a young woman. Bold text: "Erica was my pride and joy. The driver should have stopped for her, but didn't. Yield to Pedestrians. Think of the impact you can make." Smaller text: "Family and friends are important to all of us. Take the time to look for someone in the crosswalk and wait for them to cross. Drive safely. Stop for pedestrians at the crosswalk and at every intersection."

Feedback from the focus group participants included:

• "That looks like the person looking at the picture is in the car."
• "Stop for pedestrians works better."
• "Isn't it the law that you have to stop for pedestrians, that pedestrians have the right of way?"

Driver Print PSA3: EMTs

PSA depicts two young adult male EMTs performing CPR on a young girl. Bold text: "... I should have yielded to her in the crosswalk... Yield to pedestrians. Think of the impact you could make." Smaller text: It seems everyone is in a hurry these days. But the time it takes to look for someone in the crosswalk and yield to them is worth it. Drive safely. Stop for pedestrians in the crosswalk and at every intersection."

The third print PSA received the following responses:

• "Is that a car grill in the background?"
• "If you could tell that it is a car it would make more sense."

Driver Print PSA4: Teddy Bear

PSA depicts battered teddy bear lying on crosswalk-striped asphalt. Bold text: "I was looking out for cars... I didn't see the child in the crosswalk. Stop for pedestrians. Think of the impact you could make." Smaller text: "Whatever the driver was rushing to do, doesn't seem so important now. Take the time to look and stop for pedestrians in the crosswalk and at every intersection. It's worth it. Please drive safely."

The participants responded to this concept with the following remarks:

• "That's good."
• "That works."
• "It looks like the teddy bear got run over."

Driver Print PSA5: Boy & Dog

PSA depicts a pair of adult hands holding a picture frame that shows a young boy and a dog playing together. Bold text: "You should have yielded to him in the crosswalk. But you didn't. Yield to Pedestrians. Think of the impact you could make." Smaller text: "Family and friends are important to all of us. Take the time to look for someone in the crosswalk and wait for them to cross. Drive safely. Stop for pedestrians in the crosswalk and at every intersection."

Focus group participants reacted to this by saying:

• "Think of the lives you affect instead of impact. It's not just that person that you hit."

Driver Print PSA6: Kids at the crosswalk

PSA depicts a pair of children at a crosswalk. The male is holding his arm out to stop the female from crossing. Beyond the children, a car is speeding from right to left. Beyond the intersection a pedestrian crossing sign is visible. Bold text: "Stay alert for pedestrians. You never know who you might run into." Smaller text: Family and friends are important to all of us. Take the time to look for someone in the crosswalk and wait for them to cross. Drive safely. Stop for pedestrians in the crosswalk and at every intersection."

Participants shared the following thoughts about this concept:

• "I like that."
• "It's very nice."
• "I like 'you never know who you might run into' better than 'think of the impact.'"
• "Those could be anybody's kids."

When asked about you versus the driver, there was no clear answer from the group. One participant thought "the driver" worked better.

Closing thoughts from group:

• "I think there should be timers on every intersection."

Federal Highway Administration
Pedestrian Safety Countermeasures Education
LISBOA, Inc. Focus Group Topline Summary
Drivers - Washington, DC
4/29/02

The second of two focus groups in Chevy Chase, MD was held with Washington DC Metropolitan area drivers. The purpose of this group was to determine what sorts of public education messages would capture their interest and attention. The ultimate goal of this campaign, sponsored by the Federal Highway Administration (U.S. Department of Transportation), is to develop a public education campaign that will educate both pedestrians and drivers about existing engineering countermeasures designed to protect pedestrians. The group consisted of ten 18 to 25 year old male and female drivers who had driven more than fifty miles within the past week.

When asked how concerned they were about hitting or injuring a pedestrian while driving, the respondents indicated that they were concerned about this. The respondents stated that they encounter pedestrians in a number of situations including:

• "Driving in the city."
• "Around school,"
• "In my neighborhood."
• "Downtown."
• "At crosswalks."
• "I don't want to hurt anybody."
• "I worry more about hitting school kids getting off the bus."
• "There are kids at a school across the street from me and when they're out at lunch"
• "In my neighborhood I worry about hitting someone."

The group was then informed of the purpose of the research and the goal of the campaign, to educate pedestrians and drivers about existing safety features designed to protect pedestrians. The first concept that the group was asked to evaluate was a TV PSA.

Driver TV PSAs:

1. Concept 4: Voices-Mother and Child

Issue: Drivers Turning

We see a mother with a five-year-old child about to cross the street. They have the "walk" signal. Holding the child's hand, the mother looks left, right and left again, then enters the crosswalk. They are still in the crosswalk when we hear the sounds of tires screeching. The mother turns to see a car heading toward them, a look of terror on her face. We hear an awful thud as we see the image of a teddy bear flying into the air. As soon as we hear the sounds of tires screeching, we also hear a variety of voices, one-by-one saying: "I don't drink, I don't do drugs, I just wasn't paying attention." The teddy bear continues to sail through the air, then we see blurry images of a car about to turn, waiting for the traffic to pass. The voices continue: "I looked to see if any cars were coming... I should have looked for people as well, and stopped for them." Then all the voices say together: "I never thought something like this could happen to me." Cut to a shot of children crossing the street, the warning sign for pedestrians crossing is clearly visible. We hear a child say: "Every seven minutes a pedestrian is killed or injured. Stop for pedestrians: think of the impact you could make." End with music and show U.S. Department of Transportation, Federal Highway Administration logo.

The participants responded to this concept with the following statements:

• "I think it's pretty good, I heard myself on that tap because I've said those things before.
• "I think it's good because you could visualize yourself doing those things, looking etc."
• "I think it's good, it's a little morbid, but it does show a lack of awareness of a lot of people. Aside from the teddy bear in the air, I think it's good."
• "I think it's clichéd."
• "I think that the focus is on drivers, I wouldn't mix it with drunk drivers."
• "It sounds like they were drinking and doing drugs."
• "Maybe an elderly person in the street."
• "What about someone talking on the cell phone."
• "The mother child image will appeal to parents. The pedestrian could be anybody."
• "I didn't like using a kid's voice at the end."
• "The screeching tires and thud wasn't too graphic."
• "[The thud] that's real."

2. Concept 3: Voices-Family Photos-Alternate/Driver too

Issue: Various

We see a 10-year-old Hispanic girl standing beside a busy intersection with a framed photo of her mother. She is very upset. She stares into the camera as we hear her voice over muted sounds of traffic. She says: The driver was looking for other cars as he turned the corner. But he didn't watch out for my mom." Then we see a sixteen-year-old African American boy standing at another busy intersection. He looks angry as we hear him say, "My sister was always careful. She'd wait for the light and look both ways. The driver should have stopped for her. But she didn't." Then we see a 30-year-old Caucasian man standing beside a busy street. His hands are empty. He looks solemnly into the camera and says, "I wasn't driving fast or anything. I should have seen the people in the crosswalk, but I just wasn't looking. Why didn't I see them?" Then we hear a child's voice say: Every seven minutes a pedestrian is killed or injured. Stop for pedestrians. Think of the impact you could make." End with music and show U.S. Department of Transportation, Federal Highway Administration logo.

The group shared the following recommendations for this concept:

• "I think a louder voice at the end would be better - an adult."
• "I like this one."
• "The people aren't convincing."
• "The people didn't sound sad enough."
• "This could be set at an accident scene, instead of on the street corner."
• "I think it's too sugar coated. I just don't see this as grasping someone's attention. I don't feel this."
• "That didn't tap into my senses at all. The girl standing there with the picture or the guy didn't work as a fear appeal with me."
• "If the actor could have more emotion it would be better. After seeing it and not just hearing it could be better."
• "Show someone getting hit."
• "The 3 stories are too much for a 30 second commercial, one or two stories would be better."
• "Have the viewer be the eyes of the driver. Put you in the place of the driver. Like those roller coaster things. You glance away and then look back and there's a person!"

When asked about using the term "you" instead of "the driver" with these concepts, participants stated that:

• "I think that would be worse because personally I've never hit anybody."
• "Pointing it out to me would make me want to change the channel because I didn't do it."

Driver Radio PSAs

1. Concept 1: Moment of Silence

We hear dead air/silence for a second or two. Then we hear a narrator say: "This moment of silence is dedicated to the thousands of pedestrians killed last year by motor vehicles. In fact, every 7 minutes a pedestrian is killed or injured. Drive safely. Watch for pedestrians in the crosswalk and at every intersection. Stay alert and stop for pedestrians. Think of the impact you can make. A message brought to you by the U.S. Department of Transportation, Federal Highway Administration.

Participants offered feedback by saying:

• "I would be looking for another radio station."
• "It would depend on how you brought in the silence. This is one of the few instances when a radio advertisement might be more effective than TV because you're already in the car."
• "They could say it is a dedication before the moment of silence."
• "It depends on the no sound and how long it is."
• "The heart monitor sound could get people's attention, but that's been done before too."

2. Concept 3: Watch Out! (Part 1 of 2)

We hear the sounds of a group of twenty-something-year-olds driving in the car with the windows open and the radio playing. There are about four or five people, talking lively about work, bars, college, etc. Suddenly, the radio station changes and we hear voices from the back of the car shout, "Hey, change it back!" Then we hear the sounds of someone scanning through several radio stations. The conversation continues until someone says, "Turn here!" The driver is annoyed and shouts, "Right or left?" The person in the back yells, "Left!" We hear the car turn suddenly and someone in the back screams, "Hey, there's someone there. Watch out!" We hear the sounds of screeching brakes and then a terrible "thud." The driver and his friends are very upset. We hear them yelling things like, "Oh no!" and "Oh, my God!!!!!" We hear police sirens getting closer and closer. Then we hear a narrator say, "Every 7 minutes a pedestrian is killed or injured. Drive safely. Stay alert and stop for pedestrians in the crosswalk and at every intersection. Think of the impact you can make. A message brought to you by the U.S. Department of Transportation, Federal Highway Administration.

Participants shared their thoughts on this concept as follows:

• "I thought that was the worst one. Get to the action quicker."
• "I thought that was the best one of all."
• "That to me was the most realistic."
• "Less dialogue and I don't know about the statistic."
• "'Stop for pedestrians it changes lives' or 'Stop for pedestrians it saves lives.'"
• "I think I've seen this commercial before for safe driving."
• "The realer the better."
• "It was real it happens all the time."

3. Concept 4: From a Jail Cell (Part 2 of 2)

We hear the sounds of a jail cell clanking closed. The twenty-something male is now in jail where he appeals to the radio listeners to learn from his story. He says something like "I was just driving down the street with my friends. I wasn't drinking or doing drugs or speeding. I just wasn't paying attention. I wasn't watching for anyone crossing the street. By the time I saw them it was too late. Now I'm in jail and my life is ruined. I never thought something like this could happen to me." Then we hear a narrator say, "Every 7 minutes a pedestrian is killed or injured. Drive safely. Watch for pedestrians in the crosswalk and at every intersection. Think of the impact you can make. A message brought to you by the U.S. Department of Transportation, Federal Highway Administration.

The focus group participants responded to the concept with:

• "It keeps drawing my attention back to the drugs and we hear that all the time."
• "Cut out the drinking and driving."
• "The jail part is good. Mentioning the drugs and drinking takes away from it."
• "Whether on drugs or not if you hit a pedestrian you're not paying attention."
• "Everyone thinks 'I never thought this could happen to me' keep that part."
• "I don't like the word 'impact.' I like that short and sweet 'watch out for pedestrians.'"

4. Concept 5: Make Walking Safer

We hear a narrator say "You may think you're a safe driver - and you probably are most of the time - but when you're changing the radio station, talking on a cell phone, or watching out for other cars, you might not be looking for people crossing the street. Every 7 minutes a pedestrian is killed or injured. As a driver, you can help make walking safer. Watch for pedestrians in the crosswalk and at every intersection. Stay alert and stop for pedestrians. Think of the impact you can make. A message brought to you by the U.S. Department of Transportation, Federal Highway Administration."

The group shared the following thoughts on this concept:

• "I rated it ok. I can't relate to it."
• "I think that was the best one yet. It related to everyone and it wasn't dramatic stuff."
• "I like the idea of talking to the driver."
• "I didn't think it was effective because you are generalizing everything everybody does in a car that makes them not pay attention. I think that commercial is saying you have to stare straight ahead and drive all the time."
• "I thought it was good and got into your head."
• "It reminds you that you're not paying attention when you're doing all those other things."
• "James Earl Jones would be the best narrator."

PRINT PSAs

Driver Print PSA1: Picture Frames

PSA depicts three photograph frames of different sizes, each framing a photo of an individual person. From left to right: Young male child, middle-aged adult, young woman. Bold text: Every seven seconds a pedestrian is killed or injured... Stop for Pedestrians Think of the impact you could make." Smaller text: "It takes a few more seconds to look for someone in the crosswalk and wait for them to cross. It's worth it. Drive safely. Watch for pedestrians in the crosswalk and at every intersection."

The group commented on the print PSA concept by saying:

• "Maybe if we had seen some of the TV ads we would have had a more positive opinion."
• "If there's a picture of an accident or a chalk outline that might be better. This doesn't demonstrate that a pedestrian got hit."
• "Sure you have the implication that those people are dead, but it doesn't click that they were plowed down."
• "It is pretty busy on top, I think that white on black on the bottom stands out."
• "It's too smiley."
• "I think the frames are sticking out. But the people, I can feel that."
• "A family photo would be better."

Driver Print PSA2: Erica

PSA depicts older woman's hands holding an open wallet that holds a photograph of a young woman. Bold text: "Erica was my pride and joy. The driver should have stopped for her, but didn't. Yield to Pedestrians Think of the impact you can make." Smaller text: "Family and friends are important to all of us. Take the time to look for someone in the crosswalk and wait for them to cross. Drive safely. Stop for pedestrians at the crosswalk and at every intersection."

Feedback from the focus group participants included:

• "The impact statement doesn't work for me."
• "You're explaining too much, the driver should have stopped. Period."
• "Too much text."
• "You're not really sure if the driver didn't see her or not."
• "Why didn't the driver see her?"
• "Yield to pedestrians is more effective, because I don't think there is a need to stop."
• "If you stop you're cutting the chances of hitting a pedestrian. Stopping when you see a person would be best."
• "Most drivers don't stop, but they would yield."
• "I think stop is a more effective word."
• "It makes it very clear that she was a pedestrian."
• "A child would be more effective here."

Driver Print PSA3: EMTs

PSA depicts two young adult male EMTs performing CPR on a young girl. Bold text: "... I should have yielded to her in the crosswalk... Yield to pedestrians. Think of the impact you could make." Smaller text: It seems everyone is in a hurry these days. But the time it takes to look for someone in the crosswalk and yield to them is worth it. Drive safely. Stop for pedestrians in the crosswalk and at every intersection."

The third print PSA received the following response:

• "This is a better picture."
• "I'm thinking 'stop' not yield here."
• "That changes my whole thought, I think it should be 'I should have stopped for her.'"
• "If you're aware of the crosswalk, you should be aware of the person in the crosswalk. That is kind of contradictory."
• "I think saying you should have stopped for her in the crosswalk and didn't means that you saw her and you just didn't stop!"
• "Yeah, it is clear that the driver is talking here."

Driver Print PSA4: Teddy Bear

PSA depicts battered teddy bear lying on crosswalk-striped asphalt. Bold text: "I was looking out for cars... I didn't see the child in the crosswalk. Stop for pedestrians. Think of the impact you could make." Smaller text: "Whatever the driver was rushing to do, doesn't seem so important now. Take the time to look and stop for pedestrians in the crosswalk and at every intersection. It's worth it. Please drive safely."

The participants responded to this concept with the following remarks:

• "The teddy bear will get my attention and the words at the bottom will make me think."
• "I think it's good, but the teddy bear has got to go. You need something more graphic like a bent bike or a hat."
• "Shoes. "
• "Yeah, shoes lying somewhere."
• "I don't like making watching out for cars a bad thing."
• "A small hand and an ice cream cone or a lollipop."
• "A crushed lollipop."
• "I'm not feeling the teddy bear myself."
• "Black and white is better. You don't see black and white ads very often."

Driver Print PSA5: Boy & Dog

PSA depicts a pair of adult hands holding a picture frame that shows a young boy and a dog playing together. Bold text: "You should have yielded to him in the crosswalk. But you didn't. Yield to Pedestrians. Think of the impact you could make." Smaller text: "Family and friends are important to all of us. Take the time to look for someone in the crosswalk and wait for them to cross. Drive safely. Stop for pedestrians in the crosswalk and at every intersection."

Focus group participants reacted to this by saying:

• "It could be the dog or kid hit?"
• "Why not yield for the dog?"
• "You should have yielded, it should be you should have stopped. Yielded is weak."
• "I like the you should have stopped for him, but didn't."
• "Are all of the drivers speeding or something?"
• "The dog gets me. How many times do you see animals hit?"
• "It's not clear who you're trying not to hit."
• "If you said you should have stopped for them it would work."
• "I like them."
• "Me too. I like tying the animal in."
• "The Mom's hands are good."

Driver Print PSA6: Kids at the crosswalk

PSA depicts a pair of children at a crosswalk. The male is holding his arm out to stop the female from crossing. Beyond the children, a car is speeding from right to left. Beyond the intersection a pedestrian crossing sign is visible. Bold text: "Stay alert for pedestrians. You never know who you might run into." Smaller text: Family and friends are important to all of us. Take the time to look for someone in the crosswalk and wait for them to cross. Drive safely. Stop for pedestrians in the crosswalk and at every intersection."

Participants shared the following thoughts about this concept:

• "That is straight to the point. You see it all."
• "That's good."
• "That's very good."
• "I don't know if it is kind of punchy though."
• "I think it's catchy."
• "I like the image."

PEDESTRIAN MATERIALS

Television/Cinema PSAs

Pedestrian TV PSA1:

Concept 5: Rushing to the Game - Police Officer

Issue: Traffic Signals/Walk vs. Don't Walk

We see a father and son about to cross a busy street. The boy is wearing a little league uniform and carrying a baseball glove. The signal says "Don't Walk." The father quickly looks left, right and left again, then grabs his son's hand and the two rush across the street. Then we hear the sounds of tires screeching. The father and son turn to see a car heading toward them, a look of terror on their faces. We hear an awful thud as we see the image of the boy's baseball glove flying into the air. Cut to a police officer standing at the scene. We see the car involved in the crash and the police car with flashing lights. The officer says: "This tragedy didn't have to happen. Walking can be safe, when you follow the signals. When the signal says "Don't Walk," you should not enter the crosswalk. But, if you are already crossing, keep going until you are safely across the street. When the signal says "walk," look both ways and then cross the street quickly, and safely." While the police officer is talking, we see a close up of the signal as it flashes "Don't Walk" and "Walk," and images of people crossing safely. As the people cross, we hear a narrator say: "Every seven minutes a pedestrian is killed or injured. Walk safely. Follow the signals and always look left, right, and left again before you cross." Cut to the U.S. Department of Transportation, Federal Highway Administration logo.

The participants offered the following comments:

• "I feel like I'm in driver's ed."
• "I'd change the channel."
• "The cop should be yelling at the Dad."
• "I don't think people want to be told about something that they have the right to do."
• "I think it was way too long."
• "The cop's dialogue was too long."
• "Maybe say it's the pedestrian's responsibility to make sure."
• "I think it would be more effective if the glove fell to the ground and the ball rolled out."
• "It's effective where the kid gets hit, but there's too much going on afterward, it takes away from it."
• "Go to a silent screen after the kid gets hit."
• "The policeman takes you back to third grade."
• "You should see a body bag in the background."

Pedestrian TV PSA2:

Concept 6: Rushing to the Game - Grandpa

Issue: Traffic Signals/Walk vs. Don't Walk

We see a grandfather with his grandson about to cross a busy street. The boy is wearing a little league uniform and carrying a baseball glove. The signal says, "Walk," so the grandfather grabs the boy's hand, and after looking left, right, and left again, they begin to cross the street. While grandfather and son are still in the crosswalk, the signal changes to flashing "Don't Walk." The grandfather looks confused and then panics. Grabbing his grandson's hand tighter, he tries to turn around and run back. The boy grabs his grandfather's arm and says, "No, grandpa. It's ok. I learned this in school" and quickly convinces his grandfather to keep going across the street.

Once safely on the other side, the boy says, "We learned that when the signal says 'Don't walk', you shouldn't start to cross the street. But if you're already crossing, you should keep going until you're safely on the other side." The grandfather smiles and says: "Thanks Ryan. Now I know what to do when the signal says walk or don't walk. And I'll always look left, right and left again before crossing the street." Cut to the U.S. Department of Transportation, Federal Highway Administration logo while a narrator says: "Every seven minutes a pedestrian is killed or injured. Walk safely. Follow the signals and always look left, right, and left again before you cross."

The group responded with the following statements:

• "Get rid of the statistics."
• "That was humorous."
• "It depends on the age of the kid and the old man. If it were a really old man it would make sense."
• "Coming from another country, I think this could be helpful."
• "I don't know if young children are going to understand what the ad is about."
• "I think the ad is good."

Pedestrian TV PSA3:

Concept 7: Firefighter

Issue: Retro-reflective Materials

We see firefighters on the scene of a fire, walking around in the dark. Their clothing shines in the dark, because it has retro-reflective materials on it. Some firefighters are also carrying a flashlight. One firefighter stops and addresses the camera. He says: "When you're a firefighter, it's important to be seen in the dark. So firefighters wear retro-reflective materials on their clothing." Cut to the firefighter in the station house. He is now wearing casual clothing, including several retro-reflective items, such as a t-shirt with retro-reflective stripe, jacket, and running shoes. He picks up some personal items and a flashlight, and heads out the door. It's nighttime and dark out. He says: "When I'm walking at night, I still wear retro-reflective clothing (gestures towards his clothes) and carry a flashlight because I know cars can see you from farther away and they can see you better than if you're wearing white. This shiny stuff saves lives and it could save yours." As we see him walk away into the dark, we hear a narrator say, "Every seven minutes a pedestrian is killed or injured. Walk safely and make sure you can be seen in the dark." While the narrator is talking, the firefighter get further and further away. We see a car go past him and we can see that from the car's perspective, the firefighter is visible from blocks away. Cut to the U.S. Department of Transportation, Federal Highway Administration logo.

The group had the following responses:

• Laughter from group. " That's funny."
• "I think reflective instead of retro-reflective."
• "The stuff they use for signs?"
• "I think it would be more effective if you saw someone who wasn't wearing the stuff and you could compare."
• "I think everybody's had that experience."
• "I see a lot of people wearing that stuff jogging."
• "I don't like the firefighter, because it needs to be more of an average person. I don't have anything in my closet that looks like a firefighter's uniform."
• "I think the firefighter works for kids."
• "Have joggers one wearing it and one not and the car swerves and barely sees the one without the reflective stuff."
• "The focus should be on staying on the sidewalk."

Print PSAs

Pedestrian Print PSA1: Dad & Son

PSA depicts father and son walking on a beach. The father is carrying a baseball. The son is entirely shaded and outlined. Bold text: "I saw the signal change, but I thought we had enough time to make it across... I was wrong. Obey the Traffic Signals. Don't take chances with your life." Smaller text: "Walking can be safe. Just make sure you follow the signals. When the signal says Don't Walk, you should not enter the crosswalk. But, if you are already crossing, keep going until you are safely across the street. When the signal says Walk, look both ways and then cross the street quickly, and safely. Every seven minutes a pedestrian is killed or injured. Walk safely. Follow the signals and always look left, right, and left again before you cross. It could save your life."

Participants had the following feedback for this concept:

• "That's better."
• "I think it's straight to the point. I like that one."
• "Are we saying that both of the people trying to go through the signal. Maybe it should be don't take chances with your lives."
• "The kid got killed - don't take chances."
• "I think the kid not being there says it all."
• "I think it is clear that the kid is dead."

Pedestrian Print PSA2: Boy in Wheelchair

PSA depicts boy in wheelchair, looking pensive. Bold text: "Dad thought we could make it across. Obey the Traffic Signals. Don't take chances with your life." Smaller text: "Most drivers are watching out for pedestrians, but sometimes traffic and other obstacles make it difficult to see people in the crosswalk. So don't take chances. Walk safely. Wait for the signal to say Walk, and always look left, right, and left again before you cross the street."

Participants responded to this concept as follows:

• "I like it. It is straight to the point and explicit."
• "It puts a lot of weight on the adult."
• "I think it is clear."
• "It's not that scary, it wouldn't scare me away from walking."
• "I spent three months in a wheelchair after getting hit."
• "I'd be watching a lot closer if I had been hit, but seeing the picture doesn't make me afraid to walk."

Pedestrian Print PSA3: Woman with Reflective Material

PSA depicts a young female pedestrian in a long coat with retroreflective trim. She is in an urban setting, with what appears to be a bridge railing behind her and a city skyline in the distance. Bold text: "Make yourself visible. Reflective items can save your life." Smaller text: When you're out at night, be safe. Wearing white helps, but wearing reflective clothing items and carrying a flashlight will make you much more visible. Every seven minutes a pedestrian is killed or injured. Walk safely. Make sure cars can see you in the dark."

Participants responded the this concept with the following remarks:

• "Reflective items" is better than retro-reflective."
• "Having the comparison of someone wearing it and not wearing it would be a better comparison."
• "Make it look like a pair of headlights shining on her."
• "I think that ties in to a lot of what you see in magazines."
• "That would catch someone's eye."
• "It makes it look cool."

Pedestrian Print PSA4: Firefighter

PSA depicts a male firefighter wearing his gear looking into the camera. In a smaller inset box on the right, a mother and child are walking holding hands and are wearing retroreflective items. Bold text: "Out at night? This shiny stuff could save your life. Make yourself visible. Be safe. Be smart. Be seen." Smaller text: "When you're a firefighter, it's important to be seen in the dark. So firefighters wear retroreflective materials on their clothing. When you're out at night, be safe. Wearing white helps, but wearing retroreflective clothing items and carrying a flashlight will make you much more visible. Every seven minutes a pedestrian is killed or injured. Walk safely. Make sure cars can see you in the dark."

Participants offered the following feedback to this concept:

• "I don't like the little picture. It takes away from the rest of it."
• "Get rid of the little picture."
• "I like the 'Be safe. Be smart. Be seen.'"
• "I like the layman's terms 'this shiny stuff.'"
• "I like the shiny stuff better than 'reflective items.'"
• "I would call it that 'shiny stuff.'"

Pedestrian Print PSA5: Tragedy

PSA depicts a policeman facing the camera. Behind the officer and to the right we see two EMTs working on a victim and a crumpled car behind them. Bold text: "This tragedy didn't have to happen. Obey the Traffic Signals. Don't take chances with your life." Smaller text: "Traffic signals and pedestrian warning signs let drivers know what to expect. Please, wait for the signal to say Walk, before you cross the street. Walk safely. Follow the signals and always look left, right, and left again before you cross. It could save your life.

Participants responded to this concept by sharing the following thoughts:

• "I don't think that necessarily has to be there. It might make more sense to make it close to the same size text."
• "Get rid of the cop, he doesn't need to be there."
• "I get that he's saying 'this tragedy didn't have to happen.'"
• "It seems to me that the person in the crash is the focus. The picture is too blurry."
• "Have the officer as part of the scene."

Pedestrian Print PSA6: Traffic Signals

PSA depicts the "Walk" and "Don't Walk" signs in inset boxes, with text on the right. Bold text: Obey the Traffic Signals. Don't take chances with your life." Smaller text: "Walking can be safe. Just make sure you follow the signals. When the signal says Don't Walk, you should not enter the crosswalk. But, if you are already crossing, keep going until you are safely across the street. When the signal says Walk, look both ways and then cross the street quickly, and safely. Every seven minutes a pedestrian is killed or injured. Walk safely. Follow the signals and always look left, right and left again before you cross."

Participants offered the following feedback to this concept:

• "I think the small type is fine, it doesn't detract from the rest of the ad."
• "What about pedestrians who are talking going across the street and aren't paying attention. That happens too."
• "You start talking and just keep walking."

A concept was offered verbally for the participants to consider that they appeared to like: We see the driver's perspective looking through the windshield, not showing the driver's face. We hear music or a news report. The driver is looking in the rearview mirror, adjusting the music and the temperature, looking around. The driver looks up to see pedestrians in his/her path and sees the look of fear and horror on the pedestrian's faces. We hear the driver and the pedestrians shout. The driver screeches to a stop just short of the pedestrians. We see the shaken pedestrians then continue across the road and we hear only the rapid heartbeat and heavy breathing of the driver, dropping slightly as we close the spot with campaign verbage on the screen.

Federal Highway Administration
Pedestrian Safety Countermeasures Education
LISBOA, Inc. Focus Group Quantitative Summary
Drivers & Pedestrians - Washington, DC
4/29/02

Two focus groups were held in Chevy Chase, MD with Metropolitan Washington, DC pedestrians and drivers. The purpose of these groups was to determine what sorts of public education messages would capture their interest and attention. The ultimate goal of this campaign, sponsored by the Federal Highway Administration (U.S. Department of Transportation), is to develop a public education campaign that will educate both pedestrians and drivers about existing engineering countermeasures designed to protect pedestrians. The first group consisted of nine 26 to 59 year old male and female pedestrians who had been exposed to traffic situations more than once during the past week. The second group consisted of ten 18 to 25 year old male and female drivers who had driven more than fifty miles within the past week.

After a warm up exercise the focus group participants were informed of the purpose of the research and the goal of the campaign. As part of the focus group discussion, the concepts developed for the pedestrian safety were presented to each of the focus group participants. The participants were instructed to record their initial impressions of the concepts on rating forms that had been provided to them. The rating scale was 1 to 5 with 5 representing "great," 4 signifying a rating of "very good," 3 indicated the concept was "OK," 2 categorized the idea as "needs work," and finally 1 was an "ineffective" rating. After the participants completed their quantitative assessment, the concepts, ideas, designs, slogans, and themes were discussed by the groups.

While the sample size is too small to assess statistical significance with any confidence, these ratings do provide additional information for assessing the participants' reactions to the television, radio, and print concepts. Below is a summary of the groups' ratings.

Overall, the ratings reflect the groups' positive evaluations of the driver concepts.

Driver Concepts Descriptive Statistics

Concept	N	Mean
Driver TV Concept 1	19	3.2632
Driver TV Concept 2	19	3.0526
Driver Radio Concept 1	19	3.0526
Driver Radio Concept 2	11	3.7273
Driver Radio Concept 3	10	2.7000
Driver Radio Concept 4	10	2.6000
Driver Print Concept 1	10	2.8000
Driver Print Concept 2	10	3.1000
Driver Print Concept 3	10	4.0000
Driver Print Concept 4	10	3.3000
Driver Print Concept 5	10	2.7000
Driver Print Concept 6	9	4.2222

 

Both the driver and pedestrian focus group participants rated the two driver television PSA concepts and the driver radio concept 1. However, the pedestrian group did not have enough time to rate the driver radio concepts 2-4 or the print concepts, so those ratings represent the driver group only.

Of the three driver concepts that were evaluated by both groups, there is almost no difference in their ratings.

	GROUP	N	Mean	Std. Deviation
Driver TV Concept 1	Pedestrian	9	3.2222	.8333
	Driver	10	3.3000	.4830
Driver TV Concept 2	Pedestrian	9	3.0000	.8660
	Driver	10	3.1000	.8756
Driver Radio Concept 1	Pedestrian	9	3.0000	1.0000
	Driver	10	3.1000	.9944

The pedestrian concepts were well received by the groups. Both the driver and pedestrian focus group participants rated the pedestrian television PSA concepts and the print concepts. However, the driver group did not have enough time to rate the pedestrian radio concept so that rating is for the pedestrian group only.

Pedestrian Concepts Descriptive Statistics

Concept	N	Mean
Pedestrian Radio Concept 1	9	3.3333
Pedestrian TV Concept 1	19	3.0000
Pedestrian TV Concept 2	19	2.9500
Pedestrian TV Concept 3	19	2.8000
Pedestrian Print Concept 1	19	4.0000
Pedestrian Print Concept 2	19	3.4000
Pedestrian Print Concept 2	19	2.6500
Pedestrian Print Concept 3	19	4.0500
Pedestrian Print Concept 4	19	3.2500
Pedestrian Print Concept 5	19	3.2500
Pedestrian Print Concept 6	16	3.0625

Overall, the pedestrian concepts were rated highly. Below is a table that summarizes a comparison of the ratings for the pedestrian and driver groups on the pedestrian concepts. Interestingly, the pedestrians rated the TV concepts at least 1 full point higher, on average, than the drivers did. Conversely, the drivers rated five of the six pedestrian print concepts higher than the pedestrians did.

Comparison of Pedestrian and Driver Group Ratings of Pedestrian Concepts

	GROUP	N	Mean	Std. Deviation
Pedestrian TV Concept 1	Pedestrian	9	3.7778	1.0929
	Driver	11	2.3636	.8090
Pedestrian TV Concept 2	Pedestrian	9	3.6667	1.1180
	Driver	11	2.3636	1.2863
Pedestrian TV Concept 3	Pedestrian	9	3.5556	1.1304
	Driver	11	2.1818	.6030
Pedestrian Print Concept 1	Pedestrian	9	3.3333	1.2247
	Driver	11	4.5455	.5222
Pedestrian Print Concept 2	Pedestrian	9	3.5556	1.4240
	Driver	11	4.4545	.6876
Pedestrian Print Concept 3	Pedestrian	9	2.1111	.7817
	Driver	11	3.0909	.7006
Pedestrian Print Concept 4	Pedestrian	9	3.5556	.8819
	Driver	11	3.2727	.4671
Pedestrian Print Concept 5	Pedestrian	9	3.2222	.8333
	Driver	11	3.2727	1.1037
Pedestrian Print Concept 6	Pedestrian	8	2.7500	1.1650
	Driver	8	3.3750	.9161

LISBOA, Inc.
Monday, April 29, 2002
6:00pm - Pedestrians

LISBOA, Inc.
Monday, April 29, 2002
8:00pm - Drivers

DRAFT RESPONDENT SCREENER FOR
NATIONAL PEDESTRIAN SAFETY
ENGINEERING OUTREACH CAMPAIGN

DRIVER GROUP II - DC

Note to Recruiter: Recruit twelve for a show of 8-10 participants for each group.

I am calling for LISBOA, Inc., a Washington D.C. communications firm that is developing a new campaign to improve traffic safety. We are recruiting participants for focus groups that will meet at Low Associates to discuss your thoughts and feelings about traffic safety and review some messages about driving. This group, which is scheduled on April 29, 2002 at 8pm, will last for approximately 2 hours. Each participant will receive $80.00 for his/her time. Would you be interested in participating? (If yes; continue - if no; thank and terminate). I need to ask you some questions to determine if you qualify to participate in the group.

1. 1. Age
   • 18-25, continue
   • Other, thank & terminate
2. 2. Gender
   • Male at least 5 per group, continue
   • Female at least 3 per group, continue
3. 3. Ethnicity
   • Asian/Pacific Islander at least 2 per group, continue
   • Hispanic, at least 2 per group, continue
   • Other at least 4 per group, continue
4. 4. Do you have a valid driver's license?
   • If yes, continue
   • If no, thank & terminate
5. 5. Approximately how many miles have you driven in the past week?
   (Note to Recruiter: if more than 50 miles per week, please record number of miles)
   • More than 50 miles per week, continue __________ miles
   • Less than 50 miles per week, thank & terminate
6. 6. How many days per week do you drive a car?
   • 4 days or more per week, continue
   • Fewer than 4 days per week, thank & terminate
7. 7. Is driving your primary means of transportation?
   • Yes, include at least 5 per group
   • No, continue
8. 8. Do you work outside of the home?
   • Yes, What is your occupation? __________________________________, continue
   • No, continue
9. 9. On what occasions do you drive? (Note to Recruiter: Record up to 3 answers)
   ____________________________________
   ____________________________________
   ____________________________________
   
   
10. 10. Are you, or any family member, employed with the Department of Transportation, the State DMV, or a law enforcement agency?
    
    
    • No; continue
    • Yes; thank and terminate
      
      
11. 11. Are you, or any family member, employed with a marketing, public relations, or market research company?
    
    
    • No; continue
    • Yes; thank and terminate
      
      
12. 12. Have you participated in a focus group research study during the past 6 months?
    • No; continue
    • Yes; thank and terminate
      
      Name: ________________________________________
      
      Address: ______________________________________
      
      ______________________________________________
      
      Telephone: ___________ (Home) ______________ (Work)
      
      Assigned to Group ____________________________

DRAFT RESPONDENT SCREENER FOR
NATIONAL PEDESTRIAN SAFETY
ENGINEERING OUTREACH CAMPAIGN

DRIVER GROUP II - DC

Note to Recruiter: Recruit twelve for a show of 8-10 participants for each group.

I am calling for LISBOA, Inc., a Washington D.C. communications firm that is developing a new campaign to improve traffic safety. We are recruiting participants for focus groups that will meet at Low Associates to discuss your thoughts and feelings about traffic safety and review some messages about driving. This group, which is scheduled on April 29, 2002 at 8pm, will last for approximately 2 hours. Each participant will receive $80.00 for his/her time. Would you be interested in participating? (If yes; continue - if no; thank and terminate). I need to ask you some questions to determine if you qualify to participate in the group.

1. Age
   
   
   • 18-25, continue
   • Other, thank & terminate
     
     
2. Gender
   
   
   • Male at least 5 per group, continue
   • Female at least 3 per group, continue
     
     
3. Ethnicity
   
   
   • Asian/Pacific Islander at least 2 per group, continue
   • Hispanic, at least 2 per group, continue
   • Other at least 4 per group, continue
     
     
4. Do you have a valid driver's license?
   
   
   • If yes, continue
   • If no, thank & terminate
     
     
5. Approximately how many miles have you driven in the past week?
   (Note to Recruiter: if more than 50 miles per week, please record number of miles)
   
   
   • More than 50 miles per week, continue __________ miles
   • Less than 50 miles per week, thank & terminate
     
     
6. How many days per week do you drive a car?
   
   
   • 4 days or more per week, continue
   • Fewer than 4 days per week, thank & terminate
     
     
7. Is driving your primary means of transportation?
   
   
   • Yes, include at least 5 per group
   • No, continue
     
     
8. Do you work outside of the home?
   
   
   • Yes, What is your occupation? __________________________________, continue
   • No, continue
     
     
9. On what occasions do you drive? (Note to Recruiter: Record up to 3 answers)
   
   
   ____________________________________
   ____________________________________
   ____________________________________
   
   
10. Are you, or any family member, employed with the Department of Transportation, the State DMV, or a law enforcement agency?
    
    
    • No; continue
    • Yes; thank and terminate
      
      
11. Are you, or any family member, employed with a marketing, public relations, or market research company?
    
    
    • No; continue
    • Yes; thank and terminate
      
      
12. Have you participated in a focus group research study during the past 6 months?
    
    
    • No; continue
    • Yes; thank and terminate
      
      Name: ________________________________________
      
      Address: ______________________________________
      
      ______________________________________________
      
      Telephone: ___________ (Home) ______________ (Work)
      
      Assigned to Group _______________________________