Appendix E. Revised Outreach Materials

In accordance with the suggestions made by focus group participants and FHWA and NHTSA, the outreach materials were revised. For example, Figure E-1 shows a revised front side of the brochure on alcohol. The title was changed from "No sabía" / "I didn't know" to "¿Usted sabía?" / "Did you know?" The title and the fact are now in a larger font. The "X" showing where a crash could occur has been replaced by the outline of a person on the pavement.

Appendix C. Preliminary Outreach Materials

The project team developed two radio PSAs (entirely in Spanish – the scripts include English translations), one text PSA (in Spanish, with an English translation), five bilingual brochures, and five bilingual flyers.

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.

2. Marketing Plan

This section summarizes the recommendations for marketing pedestrian and bicycle safety to Hispanic audiences based on analysis and synthesis of the information from the literature review, focus groups, and review of Hispanic outreach materials.

Table 2-1 summarizes the results of the literature search and focus groups in terms of responses to the key questions (listed in the first column). Sections 2.1 through 2.4 present the recommendations for marketing pedestrian and bicycle safety to Hispanic audiences.

1. Introduction

On a yearly basis, pedestrians represent about 4,808 highway fatalities and bicyclists represent about 728 highway fatalities. Statistics suggest that a disproportionate amount of persons killed and injured in traffic crashes are Hispanic immigrants. Census data indicate that the Hispanic population of the United States is growing faster than any other group, and problems with the safety of Hispanics on roadways will only increase as more and more Hispanics immigrate to the United States.

Quality Assurance Statement

The Federal Highway Administration provides high-quality information to serve Government, industry, and the public in a manner that promotes public understanding. Standards and policies are used to ensure and maximize the quality, objectivity, utility, and integrity of its information. FHWA periodically reviews quality issues and adjusts its programs and processes to ensure continuous quality improvement.

DOT Form F 1700.7

Executive Summary

The objectives of this FHWA/NHTSA project include: (1) the development of a plan for marketing pedestrian and bicycle safety issues/concerns to different Hispanic populations in the United States and (2) the development of materials in different formats that will be used to promote pedestrian and bicycle safety issues in the Hispanic community. This marketing plan presents the recommendations about the audience, the safety issues to be addressed, the types and format of messages, the media, and the potential methods of dissemination of the outreach materials.

Promoting Pedestrian and Bicyclist Safety to Hispanic Audiences

Task Order Number: SA06B030

Submitted to:

VI. References

Agran, P.F., Winn, D.G., Anderson, C.L., Del Valle, C "Family, Social and Cultural Factors in Pedestrian Injuries Among Hispanic Children" Inj Prev, Sept.,1998; (3)pp 188-93;. Dept of Pediatrics and Health Policy and Research, Univ. of Calif., Irvine, CA, 92697-5800, USA.