car / bike pre-campaign research. research background survey conducted december 2010 target...

Car / Bike Pre-Campaign Research

Research Background

• Survey conducted December 2010• Target audience: 18 years and older• Sample size: 615 phone interviews

(statewide)• Margin of error +/- 4.0%• Independent data collected by Dan Jones &

Associates• Instrument design, project management,

data analysis by PPBH

Demographics - County

Demographics - Education

Do you ride a bicycle on the road?

Do you have an immediate family member who rides a bicycle on the road?

People driving cars generally obey the rules of the road more often than bicyclists

Mean: 3.34

Many bicyclists don’t follow the rules of the road.

Mean: 3.19

How often do you see bicyclists breaking the laws of the road?

Bicyclists and motorists should be required to follow the same rules.

Mean: 4.37

Motorists need to be better educated on how to drive around bicyclists.

Mean: 3.75

From what you know or have heard, does Utah have specific laws about driving around bicyclists?

If “Yes” on Utah’s laws* how familiar are you with these laws about driving around cyclists?

How did you learn about driving around cyclists?

How much room in feet do motorists need to give bicyclists when passing them?

Are bicyclists legally entitled to use most public roads in Utah?

How dangerous is it for a bicyclist to ride on a main road?

Bicyclists and motorists are equally responsible for preventing accidents involving bikes and cars.

Mean: 4.53

25. Are crashes primarily the fault of car drivers, bicyclists or both?

30. Does the phrase, “Share the Road” pertain more to:

Campaign Elements

Logo

Billboards

Campaign Elements

Earned media:

• TV news stories

• Print news stories

• Online news stories

Paid media:

• Radio ads

• Billboard ads

• Print ads

• Online ads

www.RoadRespectUtah.org

Ride Across Utah Community Involvement

• Opportunities for local dignitaries to ride

• Riders from each community

• Events in each community

Ride Across Utah

LoganOgden

Davis Co.

MantiMoabWayne Co.PanguitchHurricane

Salt Lake CityPark CityOrem

Questions?