Development of Safety Information Materials and Media Plans for Elderly Pedestrians

NHTSA - Behavioral Safety Researchhttps://doi.org/10.21949/15253241993PDFResearch PaperBlomberg, Richard D.Cleven, Arlene M.Edwards, Joan M.Dunlap and Associates, inc.United States. National Highway Traffic Safety AdministrationUnited States. National Highway Traffic Safety AdministrationNorth AmericaPedestriansAgedPedestrian accidentsPedestrian safetyPedestrian educationSafety programsPublic information programsMass mediaDOT-HS-808-132DA91-2-582DTNH22-89-C-07397Final reportThe objectives of this study were to: 1) develop pedestrian safety messages which will have a countermeasure effect on the specific types of accidents occurring to elderly pedestrians and 2) develop media plans for use by NHTSA in disseminating the information via various organizations. Prior research was reviewed and several recent accident data sets were obtained and analyzed to identify the types of accidents in which the elderly are involved. This effort resulted in identification of the following crash type groupings: Crashes involving vehicles turning at an intersection including Vehicle Turn/Merge and Turning Vehicle; "Other Intersection" crash types which do not involve turning movements; and the Backing crash type. In addition, it was confirmed that elderly accidents increase markedly in the winter months when the sun angle is lowest. This increase appears to be a problem of Conspicuity. Pedestrian safety messages were then developed for each of the four defined situations. The risks and behavioral advice were documented in a paper entitled Walking Through the Years intended as a reference document for potential distributors of the proposed countermeasures. Additional supporting materials included a slide series and presenter's guide to convey study results both to potential distribution organizations and to groups of elderly and a flyer version of the same material prepared for direct distribution to elderly target audiences. Organizations capable of reaching large numbers of the elderly were then identified and plans for use by NHTSA in disseminating the information were prepared. /Abstract from report summary page/129