Fall 2008 Spring 2009 ReviewTPB Technical Committee

10/2/2009, Item #6

TPB Technical Committee10/2/2009, Item #6

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The “Street Smart” Campaign

• Concentrated waves of Radio, Transit, and Internet advertising designed to

change driver, pedestrian, and cyclist behavior

• Supported by concurrent law enforcement

• Funded by Federal Funds with voluntary matching contributions from WMATA, TPB Member Governments, since Fall 2002

• Run twice annually since 2007• Fall and Spring waves • November 2008 and March-April 2009

• FY 2009 budget was $700,000– Spring 2009 $430,000

• Details at http://streetsmart.mwcog.org

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FALL 2008 CAMPAIGN

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SPRING 2009 CAMPAIGN

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SPRING 2009 CAMPAIGN

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Tips Cards

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Crosswalks Cards

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All Materials in English and Spanish

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CAMPAIGN HIGHLIGHTS

Fall 2008 Campaign:•570 radio spots

•16 transit shelters

•500 interior bus cards

•150 bus kings

•Internet – in-banner videos thru advertising.com and on wtopnews.com

•525 posters / 82,000 handouts

Spring 2009 Campaign:•1,010 radio spots

•57 transit shelters

•1,024 interior bus cards

•200 bus backs

•Internet advertising on wtopnews.com

•4,400 posters / 105,000 handouts

Spring 2009 Campaign:•1,010 radio spots

•57 transit shelters

•1,024 interior bus cards

•200 bus backs

•Internet advertising on wtopnews.com

•4,400 posters / 105,000 handouts

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ADDED & EARNED MEDIA

Total Added and Earned Media: $284,316• Earned Media Value (combined total): $100,649

• Campaign launch events earned more than 4.4 million media impressions with

48 broadcast hits at least 14 print/online articles

• Added Value (combined total): $183,667

• $63,387 in free radio spots

• $109,930 in free outdoor including transit shelters, interior bus cards, bus kings and bus backs

• $10,350 in free internet advertising

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Kick-Off Press Event March 25Reeves Center, District of Columbia

• Patrick Burke, Assistant Chief of Police, DC MPD

• Penny Gross, COG Chair• William Euille, Mayor, City of Alexandria• Gabe Klein, Director, DDOT• J. Walter Tejada, Arlington County Board• Tom Didone, Captain, Montgomery County

Police Department• Peter Moe, Maryland Highway Safety Office• Eric Gilliland, Executive Director, Washington

Area Bicyclist Association

Speakers:

ENFORCEMENT

38,961 citations and 4,803 warnings were issued to motorists, pedestrians and cyclists in

Alexandria, Fairfax County, Montgomery County and the District of Columbia during the campaign. *

* Actual numbers may be higher. This statistic was based on the actual number of Enforcement Reports received at the conclusion of the campaign.

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2008 FATALITIES IMPROVEStreet Smart participants had 29 fewer pedestrian and bicyclist fatalities than in 2007.

Source: 2008 NHTSA State Traffic Safety Information; MSHA Maryland Highway Safety Office; DDOT 2008 Safety Facts

Jurisdiction 2007 Fatalities 2008 Fatalities +/- Change

District of Columbia*

27 15 -12

Charles County 5 1 -4

Frederick County 1 0 -1

Montgomery County*

17 16 -1

Prince George’s County

29 41 +12

Arlington County* 1 1 -

City of Alexandria* 2 0 -2

Fairfax County* 18 4 -14

City of Fairfax 0 0 -

City of Falls Church 0 0 -

Loudoun County 3 0 -3

City of Manassas 0 0 -

City of Manassas Park

0 0 -

Prince William County

6 6 -

Total 109 84 -25*Provided funding for Street Smart in FY 2009, and reported carrying out pedestrian safety-related law enforcement.

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SPRING 2009 MESSAGE AWARENESS

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13

31

47

27

60

3533

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40

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For drivers: how strictly do you think police in your area enforce the “Yield or Stop for pedestrians” law in crosswalks?

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34

42

37

2423

50

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From 2009 Trend Report 16

For Pedestrians: How strictly do you think police in your area enforce “Crossing against the signal” and improper street

crossing laws?

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71*

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3735

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35

4040

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* Spike in April 2007 may be due to higher incidence of fatalities during that time period and media coverage.From 2009 Trend Report 17

FY 2010 Funding

• Letters requesting voluntary contributions from TPB member governments were sent February 18, 2009

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Source Oct-02 Apr-04 Jun-05 Mar-06 Mar-07Fall 2007 & Spring 2008

Fall 2008 & Spring 2009

Fall 2009 & Spring

2010 (to date)

DDOT* $100,000 $100,000 $100,000 $100,000 $100,000 $200,000 $200,000  TBD

DC MPD*     $80,000   $30,000    

Maryland SHA* $115,000 $100,000 $58,000 $50,000 $100,100 $130,300 $130,000 $143,000

Virginia DMV* $100,000 $100,000 $75,000 $100,000 $75,000 $100,000 $100,000 $100,000

WMATA           $150,000 $150,000 $150,000

LocalGovernmentContributions $100,000 $90,000 $80,000 $91,300 $113,700 $158,500 $120,600 $54,800

               

PrivateSponsorship         $10,000    

               

Grand Total $415,000 $390,000 $393,000 $341,300 $428,800 $738,800 $700,600 $447,800

* Federal pass-through

Street Smart Funding, 2002-2009

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Local Government ContributionsSource Oct-02 Apr-04 Jun-05 Mar-06 Mar-07 FY 2008 FY 2009 FY 2010 (to date)

City of Alexandria $5,000 $5,000 $5,000 $6,800 $6,800 $6,800 $6,800 $7,000

Arlington County   $10,000 $10,000 $10,100 $10,100 $10,100 $10,300

City of Bowie              

Charles County, urbanized area              

City of College Park             $600

City of Fairfax       $1,100      

City of Frederick              

City of Falls Church       $500 $500    

Fairfax County $50,000 $50,000 $50,000 $52,800 $52,800 $52,800 $54,800 $5,000

Frederick County              

City of Gaithersburg           $3,100 $3,100

City of Greenbelt       $500      

Loudoun County              

City of Manassas              

City of Manassas Park       $700   $700  

Montgomery County $45,000 $10,000 $10,000 $10,000 $40,600 $45,000 $45,000 $42,000

Prince George's County   $15,000 $5,000 $5,000   $37,100  

Prince William County              

City of Rockville       $2,900 $2,900 $2,900  

City of Takoma Park       $900       $800

Total Local $100,000 $90,000 $80,000 $91,300 $113,700 $158,500 $120,600 $54,80020

FY 2010 Funding & Activities

• Confirmed budget is $447,800– Likely budget (with DDOT funds) is around $650,000, down from

$700,000 last year– Local funding support fell, Federal/State funds increased. – Sufficient for Fall & Spring campaign waves

• Fall Wave - November– Media, Enforcement, Public Relations– Will use existing materials

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