TWG 3 Comments about Print PSAs
Federal
Highway Administration
Pedestrian Safety Countermeasures Education
TWG
3 Comments about Print PSAs
LISBOA, Inc.
9/24/02
Print 1: Children at Crosswalk
- Change
to "stop for pedestrians."
- You
cannot see facial/reactions of children.
Other than the title, no indication of pedestrian.
- Mixing
"walk" and hand icon.
- Good
image and message.
- "Watch"
instead of "stay alert" for pedestrians.
- Onus
on kids! Why not stop?
- Big
sister should be holding younger brother back.
- Faces
- Mixed
message - can't tell who this is directed to.
- Really
like - clear image, no ambiguity. Would
be more realistic if older child were holding back younger.
Descriptive Statistics
|
N
|
Mean
|
Std. Deviation
|
PRINT 1
|
17
|
5.2353
|
1.3933
|
Valid N
|
17
|
|
|
(Note:
Ratings were on a 1-7 scale)
Print 2: Crumpled
Baby Stroller in Crosswalk
- Check
grammar in text - sentence structure is incomplete.
- Stop
for pedestrians at any intersection.
- Stroller
is not recognizable as a stroller - use a different type of stroller or don't
collapse it.
- Stroller
could be more recognizable.
- Good
image and message.
- Stroller
needs more damage add teddy bear.
Revise (reduce/simplify) text.
- Maybe say "I didn't see them in the
crosswalk" Visual image implies parent
and child.
- Stroller
did not look like a stroller.
Descriptive Statistics
|
N
|
Mean
|
Std. Deviation
|
PRINT 2
|
17
|
5.2941
|
1.160
|
Valid N
|
17
|
|
|
(Note:
Ratings were on a 1-7 scale)
Print
3: EMTs
- Picture
doesn't suggest pedestrian.
- Don't
like "think of the impact."
- Like
it, but needs a more clear photo to depict a pedestrian collision.
- Hard
to make connection to motor vehicle - pedestrian crash.
- Very
moving. But see the point of
"paramedic" too much. White words
harder to see.
- Like
ethnic ambiguity.
Descriptive Statistics
|
N
|
Mean
|
Std. Deviation
|
PRINT 3
|
17
|
4.8235
|
1.550
|
Valid N
|
17
|
|
|
(Note:
Ratings were on a 1-7 scale)
Print 4: Family Photo
- Connect
to roadway.
- Want
to have intersection in background.
- Needs
crosswalk visual added.
- Very
accusatory of driver. Photo doesn't do
much for me. I wouldn't have continued
reading after the first sentence to get the message.
- Ties
in with TV & Radio PSAs.
- The
best. Say "My Mom."
Descriptive Statistics
|
N
|
Mean
|
Std. Deviation
|
PRINT 4
|
17
|
4.8824
|
1.763
|
Valid N
|
17
|
|
|
(Note:
Ratings were on a 1-7 scale)
Print
5: Pedestrian Traffic Signals 1
- Change
color of text.
- A
little less slant on sign. Check hands
and actual sign.
- Check
manual on uniform traffic control devices (MUTCD) and see if this is the
correct sign.
- Could
put person crossing in background - out of focus.
- Clean,
clear message. Check signs.
- Very
clean message.
- Changes
are needed in the sign.
- Don't
think people will bother to read.
Descriptive Statistics
|
N
|
Mean
|
Std. Deviation
|
PRINT 5
|
17
|
5.5294
|
1.178
|
Valid N
|
17
|
|
|
(Note:
Ratings were on a 1-7 scale)
Print
6: Pedestrian Traffic Signals 2
- Emphasize
"flashing" more; change hand direction.
- Straighten
the hands and check direction of hand.
- Don't
slant.
- Hand
should not be slanted.
- This
would be rated higher if it were in color.
- Straighten
signs & fix signage.
- Need
flashing hand to show more flash.
Walking symbol needs to be lighter.
- Simple,
good for posters.
- Graphic
is boring, but brevity is good.
Descriptive Statistics
|
N
|
Mean
|
Std. Deviation
|
PRINT 6
|
16
|
5.1875
|
1.046
|
Valid N
|
16
|
|
|
(Note:
Ratings were on a 1-7 scale)
Print
7: Firefighter
- Text
too small, use different firefighter.
- Reflective
vs. retro-reflective. You are using
reflective where the term retro-reflective applies.
- Use
the same fireman. He looks mean. I also liked the original one that was on
the website much better. Layout is
better.
- Would
be better less bright - put both characters in the park with a little,
light. Improve contrast - other format
better.
- Use the same firefighter as in video. Change layout. Like slogan - "Be safe. Be smart. Be seen."
- Hard
to see "shiny stuff." Would rather use
"reflective material."
- Make
clothing harder to see. A bit too many
words.
- Use
other guy - would rank higher.
- Good,
clear graphic.
Descriptive Statistics
|
N
|
Mean
|
Std. Deviation
|
PRINT 7
|
17
|
5.1176
|
1.536
|
Valid N
|
17
|
|
|
(Note:
Ratings were on a 1-7 scale)
Print
8: Mom & Daughter in Crosswalk
- Message
is too vague.
- Use
the girl looking back? "It's worth the
time to cross safely." Show them
looking for traffic - not the bird's eye view.
Small "s" on seen. "Walk with
your child, teach them how."
- I
like the image and message - "slow down."
- Good
slogan. Use crosswalks.
- Use
crosswalks. Walk with your children -
teach them how. Insert look both ways
and keep looking for cars. How does "Be
safe. Be smart. Be seen." Relate to this?
- Pedestrians
not looking.
- Don't
like bird's eye view.
- Message
- cross safely is clear, at least to me.
- I
like "walk with your child: teach them
how."
- Take
the time - It's worth the time.
- Like
overhead shot.
Descriptive Statistics
|
N
|
Mean
|
Std. Deviation
|
PRINT 8
|
17
|
5.1765
|
1.333
|
Valid N
|
17
|
|
|
(Note:
Ratings were on a 1-7 scale)
Print
9: Boy in Wheelchair
- Aimed
at children, not tested with them.
- The
child shouldn't be making these decisions when he's so young.
- Too
many mixed messages, also wrong message to pedestrians.
- Not
clear why kid in wheelchair.
- Inappropriate
- child at fault.
- Puts
the onus on the child. Not targeted to
25 to 60. Child may be too young. Conflicts with other ADA ped. Messages. Child may be too young to handle making that
decision alone.
- Wrong
message for a different target group.
- Not
good if target is kids.
- Shouldn't
just say signals - really saying thought I could make it across.
- Good,
clear image.
Descriptive Statistics
|
N
|
Mean
|
Std. Deviation
|
PRINT 9
|
17
|
3.7647
|
1.888
|
Valid N
|
17
|
|
|
(Note:
Ratings were on a 1-7 scale)
Print
10: Tragedy (Police Officer)
- Need
to have image of "ped" signal in picture.
I'm not sure average public knows what "pedestrian signal" means.
- Pedestrian
signal is for pedestrians, not drivers.
Mixing walk and red hand (icon) is confusing. Good authority figure.
- Pedestrian
signals are for pedestrians not for drivers.
- Would
like to see image of the car with broken windshield, dent on hood in background. Good image and message.
- Add: "Keep looking both ways and keep looking for
drivers."
- Several
technical problems - can't tell what they are working on.
- Can't
really tell that this was a pedestrian collision.
- Blames
pedestrians.
Descriptive Statistics
|
N
|
Mean
|
Std. Deviation
|
PRINT 10
|
17
|
4.2353
|
1.480
|
Valid N
|
17
|
|
|
(Note:
Ratings were on a 1-7 scale)
General
Comments:
- Could
print ads for drivers be more specific about scenarios and the specific desired
behaviors eg. "When making a left turn, check for pedestrians to your
left. When making a right turn, look
left for on-coming traffic and look right for pedestrians."
- Overall,
lot of text. Can you get the message
across with less text and more graphics?
- Please
consider using a still photo of the girl turning around looking the viewer in
the face.
- Delete
all small-pint text. Not needed. Distracts.
- Maybe
focus on just 2 messages. One message
would be the meaning of the crosswalk signs.
The other message could be the image of the girl.
- Slow
down - watch for me and stop.
- Child
looking back over shoulder - slow down - Watch for me! At bottom "think of the
impact you can make."
- "Speed
is lethal to pedestrians."
- In
all cases we do not use diagonal crosswalks 1, 8, 9, 2, - will not relate to
our area.
- What
happened to little girl looking back?
- Please
refrain from using signal or marked crosswalks - pedestrians should be
respected at all legal crosswalk areas - important
message to motorists.
- Overall
- thought radio & TV PSAs were much better & stronger.
- All
body copy too light & too small hard to read. Bold all type.