Enhancing Traffic Safety Culture To Move Towards Zero Deaths Vision Zero Symposium Philadelphia, PA December 3, 2015

AAA Foundation Established in (c)(3) Not-For-Profit Research affiliate of AAA/CAA North American Focus Funded Through Generosity of: Mission: Identify traffic safety problems Foster research that seeks solutions Disseminate information & educational resources Saving lives through research and education

“One death is unacceptable, and one death every 15 minutes is outrageous.” “Vision Zero” is essential.”

To achieve Vision Zero we must enhance traffic safety culture, and to enhance the traffic safety culture, we must ultimately achieve Vision Zero.

Traffic Safety Culture “Implicit shared values and beliefs that determine the way in which society acts in matters that affect traffic safety.”

Existing Safety Culture Complacent, not outraged Do as I say, not as I do All drivers born in Lake Wobegon Safety is our top priority, but … We lack the political will to increase investment in highway safety Reluctant to set a TZD or Vision Zero goal

Enhanced Traffic Safety Culture “A social climate in which traffic safety is highly valued and rigorously pursued.”

Social Ecology [ Source: Nic Ward, WTI

Compendium and synthesis available Ignited national dialogue on the issue National survey of knowledge, beliefs, attitudes and behaviors

Culture of complacency Prevailing attitude: “Do as I say, not as I do.” TSCI - Key Findings - Individuals

Texting and ing while Driving 96%

Drowsy Driving

Red Light Running 94% 84%

Cell Phone Use Talking on the phone while driving 40% support a complete cell phone ban 70% agree “It should be forbidden to talk on the phone while driving.” 9% report regularly talking on the phone while driving (69% report doing so at least once in the past 30 days) 4% indicate they always or almost always talk on the phone while driving

Pennsylvania TSCI Attitudes, Beliefs, and Behaviors of drivers in PA generally align with those of U.S. drivers, with the following exceptions:

What can be done? Culture change is possible, but it is: Complex Long term No silver bullet No one size fits all solution

Significant Shifts in Health and Culture Source: CDC, Grant Baldwin, PhD, MPH Gwen Bergen, PhD, MPH Smoking Helmet Use & Return to Play Drunk Driving

What can we do? 10. Adopt “Vision Zero,” 9. Reframe the debate as a public health issue, 8. Educate and engage the public, 7. Refine public awareness campaigns, 6. Start early,

What can be done? 5. Focus on things that work, 4. Innovate, 3. Increase accountability and transparency, 2. Support more research and evaluations, 1. Be a Safety Ambassador

“ Never believe that a few caring people can’t change the world. For, indeed, that’s all who ever have.” Margaret Mead