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Promoting Pedestrian and Bicyclist Safety to Hispanic Audiences

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Appendix D. Focus Group Testing Of Outreach Materials

After the preliminary outreach materials were developed, they were then tested by focus groups with Hispanic pedestrians and bicyclists. The objective was to ensure that the materials were effective, contextually meaningful, and would resonate with the Hispanic population. One focus group, with 11 participants, was held in Silver Spring, MD. Another focus group, with 12 participants, was held in Colorado Springs, CO. Both focus groups were conducted during October 2005.

The focus groups were asked questions that addressed the content of the materials, as well as the medium (e.g., print, audio/visual). Brochure questions included, "What do you think about the cover of the brochure? If you saw this brochure, do you think you would pick it up and read it? Why or why not?" Example PSA questions included, "What was your overall opinion about this script? What parts of the script did you like? Why? What parts of the script did you dislike? Why?" In addition, the focus groups were asked if any words or phrases in the materials were confusing or possibly offensive.

D.1 Feedback on Brochures and Flyers

In general, participants thought all the flyers and brochures were necessary and important for educational purposes; however, most participants suggested changing the cover graphic and text of brochures to more accurately portray the message.

D.2 Feedback on PSAs

Participants thought that with minor changes, the PSAs, like the brochures and flyers, were important for informing people of their rights and road safety, especially for those that are less literate. People thought both the first PSA and the third PSA were the most important to be played on radio stations, however, most did not like the portrayal of characters in the second PSA.

PSA #1 (MEN)


PSA #3 (Script)

It was recommended that the brochures be distributed though churches, schools, offices, stores, subway/metro stations, community centers, parks and through the mail. Participants noted Western Union, Hispanic restaurants, churches, Hispanic organizations (e.g., Casa de Maryland, Centro Católico Hispano), and country consulates as places to distribute flyers. Participants thought that the PSAs should be played on Hispanic-targeted radio stations in the morning or afternoon. It was also suggested that television commercials on this topic be developed as a way to inform the Hispanic community about pedestrian and bicycle safety.

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Page last modified on January 31, 2013.
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