OREGON
Motorcycle Safety Public Information Program

 (Outstanding Innovative Project)

PROJECT CHARACTERISTICS PROGRAM AREA(S)
  High media visibility
Outstanding collaborative effort
  Motorcycle Safety
       
TYPE OF JURISDICTION    
  State    
       
TARGETED POPULATION(S) JURISDICTION SIZE
  Motorcycle Operators   2,842,321


PROBLEM IDENTIFICATION
Although motorcycles made up just 2.2 percent of all registered vehicles in the State of Oregon in 1992, they were involved in 5.2 percent of all fatal traffic crashes; and nearly one-half of the victims of these crashes tested positive for either alcohol, other drugs or both. Another 45 percent of fatal motorcycle crashes involved nonendorsed or improperly licensed riders. One-half of these fatal crash victims have some alcohol or drug involvement. Moreover, although crashes are often caused by drivers of other types of vehicles who are not careful of cyclists, most such crashes involve riders who have not been trained to properly operate the bike.


GOALS AND OBJECTIVES
The TEAM OREGON Motorcycle Safety Program is a public education effort designed to reduce the rate injury and death resulting from motorcycle crashes. The program fosters and promotes awareness and safe operation of motorcycles among the driving public.


STRATEGIES AND ACTIVITIES
The program brought together representatives from the Traffic Safety Division, TEAM OREGON Motorcycle Training Program, the Governor's Motorcycle Safety Advisory Committee and motorcycle dealerships to design a comprehensive public information campaign. In addition, advertising time and space were donated by television and radio stations, newspapers and transit and billboard companies.

The information program for 1991 and 1992 included the following themes: drinking and riding, the "unrider," sharing the road and course promotion. Public information materials were developed to address these problems and how they contribute to or can prevent motorcycle crashes. A combination of radio public service announcements (PSAs), print advertisements, transit advertisements, brochures and posters were used.

The specific materials and themes used in 1991 and 1992 were as follows:

Drinking rider. The radio PSA "Think Fast" sought to convey the message that even with small amounts of alcohol, reaction times are slowed. "After a Few Beers, They Go Down Easy" was the theme used on posters and transit billboards to communicate the dangers of drinking and operating a motorcycle. Ten thousand posters were distributed to schools, Motor Vehicle Division offices, motorcycle dealerships, insurance agencies, health care facilities and police departments.

The "Unrider." This campaign targeted unlicensed motorcyclists. The print ad for it included statistics on the high percentage of riders involved in fatal crashes that are nonendorsed. The message was also included in motor vehicle registration mailings from the Department of Motor Vehicles.

Sharing the road. Billboards and transit advertisements with the theme "Equal Rights—Share the Road" were posted statewide. A radio PSA, "Jungle," illustrating the need to share the road with all vehicles was distributed to Oregon radio stations.

Course promotion. Materials with the theme, "Young Riders Have Something to Prove," were released to individuals to inform them that all persons under the age of 19 applying for a motorcycle endorsement must pass a TEAM OREGON rider education course.


RESULTS
Data show that fatal accidents involving motorcycles were at a 20-year low in 1989; fatal and injury crashes involving motorcycles comprised 2.71 percent of all vehicle crashes, down from an average 5.41 percent for the previous 5 years. A survey conducted in 1993 revealed that 92 percent of those surveyed "strongly agree" that automobile drivers should treat motorcycle riders with the same rights as other vehicles on the road.
 
FUNDING
  Section 402:
State:
Donated Time:
(estimate)
$10,000
$45,000
$100,000
CONTACT  
  Stan Porter
Motorcycle Program Coordinator
TEAM OREGON Motorcycle Safety Program
400 State Library Building
Salem, OR 97310
(503) 378–3669



NATIONAL HIGHWAY TRAFFIC SAFETY ADMINISTRATION

FALL 1998