PROJECT CHARACTERISTICS |
PROGRAM AREA(S) |
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High media visibility |
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Motorcycle Safety |
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Innovative or non-traditional approach |
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Alcohol and Other Drugs |
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TYPE OF JURISDICTION |
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State |
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TARGETED POPULATION(S) |
JURISDICTION SIZE |
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General Population |
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2,595,000 |
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PROBLEM IDENTIFICATION
In 1996, the Kansas Bureau of Traffic
Safety reported 737 crashes involving motorcycles, 21 of which included
a fatality. During this time, although motorcycles comprised 2 percent of
all registered motor vehicles in the state, motorcycle riders and passengers
accounted for 4.3 percent of all fatal crashes. Because two-thirds of all
motorcycle crashes involving another vehicle were the error of the other
vehicle, traffic safety specialists surmised a twofold problem: motorcycle
riders not wearing protective head gear, and other drivers not aware of
motorcycle riders.
GOALS AND OBJECTIVES
The goal of the Share The Road motorcycle safety campaign was to
reduce crash-related injuries and fatalities involving motorcycles using
the following unique objectives:
- Increase the general population's awareness
of motorcycle riders
- Improve the image of motorcycle riders in
the state
- Reinforce motorcycle safety for motorcycle
riders
STRATEGIES AND ACTIVITIES
The Share The Road project was developed as a result of mid-project
analyses of a broader motorcycle safety effort initiated in 1995. Although
motorcycle safety efforts had generally improved Kansas crash statistics
involving motorcycle riders, traffic safety professionals recognized the
need for a non-traditional approach to achieving more positive results.
Initial traffic safety efforts had targeted motorcycle riders, however,
the new approach targeted the general population. The primary strategy was
an intensive motorcycle safety media campaign that featured the following
activities:
- Using the expertise of a media marketing firm,
a campaign was developed using radio, television, newspapers, and billboards
to address the need for all Kansans to Share The Road. All advertising
time and space were donated
- Two billboard designs were created with the
Share The Road message and displayed on billboards in Hutchinson,
Wichita, Manhattan, Topeka, Lawrence, and Kansas City
- All radio, television, and newspaper messages,
as well as messages on all other printed materials, were designed to promote
a change from negative to positive public perceptions about motorcycle
riders. Messages supported an image of the typical motorcycle rider as
one with which the general population could readily identifycitizens
with families who take seriously issues of safety and responsibility
- Kansas motorcycle safety materials were distributed
at motorcycle shows, at meetings of motorcycle clubs, at safety fairs,
and other community events where the general population could benefit from
the Share The Road message
RESULTS
The motorcycle safety campaign was conducted
during the 1997 fiscal year and was tested at the end of the fiscal year
in September 1997. A survey was developed and distributed randomly to 200
motorcycle riders and motorists identified through various mailing lists.
Sixty-four surveys (32 percent) were returned. The surveys measured public
awareness of the media campaign through response to questions such as:
- Are you aware of the motorcycle safety campaign,
Share The Road?
- Have you seen one of the motorcycle safety
campaign billboards?
- What factors would improve your chance of
avoiding a crash?
The responses to the campaign were positive,
and the Kansas Bureau of Traffic Safety anticipates a decrease in motorcycle
fatalities and injuries due in part to the success of the program. |
FUNDING |
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Section 402: |
$78,459 |
CONTACT |
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Debra Sinclair
Kansas Bureau of Traffic Safety
217 Southeast Fourth
Topeka, KS 66603
(785) 2963756 |
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National Highway Traffic Safety Administration |
Winter 1998 |