Communicating Safe Behavior Practices to Vulnerable Road Users (2023) / Chapter Skim
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Chapter 4 Toolkit of Outreach Strategies for Altering Unsafe Behavior
Pages 42-47

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From page 42...
... Messaging language and graphical concepts were iterated internally in collaboration with both a messaging expert and graphic designers, and initial concepts were presented to the project panel during a second interim briefing. Following an initial round of revisions incorporating panel feedback, these concepts were then presented to a stakeholder group comprised of safety advocates representing each VRU subgroup during a one-day, in-person workshop held at the National Academies' Keck Center in Washington, DC.
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From page 43...
... The team then used this information and the behaviors that put these groups at risk to interrogate the market segmentation data commonly collected by a variety of market research companies through regular mass surveys with the general public and other measures. The team sought to align the available variables from each company with the demographics and target behaviors of the VRUs to identify those organizations that could supply data on the largest sample with similar characteristics.
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From page 44...
... A, B, C, or D) ' Trip Context Walking In-road1 Target 2 Variables: Transportation method used on an average weekday or weekend: Walking' 11,234 (weighted to Road Entry Midblock vs.
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From page 45...
... Table 20.VRU Groups by Definitional Variables – Scenario 4 Motorcycles Riding Under the Influence of Alcohol MRI Simmons Definitional Characteristics Sample Size (Weighting) Variables Location of Sociocultural consumption of Target Variables: Context alcohol Currently Drive a Motorcycle' AND 'Consumed alcohol (beer, wine or liquor)
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From page 46...
... Further, sample sizes decreased as additional variables were cross-tabulated, limiting their power and ultimate generalizability. Thus, the media mixes rely on assumptions that there are sufficient urbanicity and behavioral similarities between groups and target segments that their media consumption would be similar when considered overall.
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From page 47...
... Part 2 of the toolkit is presented in an Excel workbook as Appendix G (separate attachment)
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Key Terms

  • media consumption
  • message concepts
  • sample campaign
  • simmons definitional
  • mri simmons

  • media channels
  • potential campaign
  • consumption variables
  • experiencing impaired
  • outreach strategies

  • project outputs
  • attitude variables
  • demographic data
  • communication channels
  • excel workbook

  • graphics templates
  • accompanying excel
  • lifestyle attitude
  • campaign mixes
  • pedestrians entering

  • consuming alcohol
  • target segments
  • final message
  • media sales
  • media buys

  • potential media
  • media mixes
  • media mix
  • message strategies
  • outreach message


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