Development of Safety Information Materials and Media Plans for Elderly Pedestrians

Blomberg, Richard D.; Cleven, Arlene M.; Edwards, Joan M. · 1993 · ROSA P / United States. National Highway Traffic Safety Administration

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Summary

This study, conducted for the National Highway Traffic Safety Administration (NHTSA), addresses the disproportionate risk of pedestrian fatalities among older adults (aged 65+). Although elderly pedestrians account for only 7.7% of pedestrian accidents, they represent 22.7% of all pedestrian fatalities. The research aimed to develop targeted safety messages and media distribution plans to serve as countermeasures for specific accident types involving this demographic. The methodology involved analyzing extensive accident data sets from the United States, Australia, and Argentina, covering approximately 3,000 cases from the 1970s and more recent data from 1980–1988. Researchers identified four primary target accident situations: crashes involving vehicles turning at intersections (specifically left turns), other intersection crashes not involving turns, backing accidents, and issues related to pedestrian conspicuity. The study confirmed that elderly pedestrian accidents increase markedly during winter months when the sun angle is lowest, a phenomenon attributed to reduced visibility due to dark clothing and shadows. To ensure the developed messages were effective and realistic, the researchers employed an iterative process involving reviews by elderly discussion groups, gerontologists, pedestrian safety experts, and merchandising representatives. Key findings revealed that left-turning vehicles pose a greater danger than right-turning ones, particularly when the pedestrian is in the first half of the crossing. Other significant risks included "signal faith" (relying solely on traffic signals without checking for traffic), inadequate signal timing for slower walking speeds, and visual screening by other objects. Backing accidents were found to occur frequently in parking lots and driveways due to mutual inattention and poor rearward visibility. The analysis confirmed that the winter accident spike was consistent across both hemispheres, reinforcing the conclusion that conspicuity is a critical factor. The study produced a background paper titled *Walking Through the Years*, along with a slide series, presenter’s guide, and flyers. These materials provided specific behavioral advice, such as checking for traffic from all directions before crossing, waiting for a fresh green light, and wearing bright or fluorescent clothing during winter. For dissemination, the researchers developed media plans prioritizing organizations with established communication channels to the elderly, such as the American Automobile Association, the American Association of Retired Persons, and the National Safety Council. This approach aimed to leverage the credibility and reach of these groups to effectively distribute safety countermeasures to the target audience.

Key finding

Elderly pedestrian accidents increase markedly in winter months due to conspicuity issues, with left-turning vehicles at intersections and backing accidents being the most frequent crash types.

Methodology

dataset

Sample size: 3000

Provenance

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Summary generated by qwen3.6-27b-prismaquant on 2026-06-10; verification: verified.

Topics

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• pedal misapplication
• pedestrian behavior perception
• vru facing ehmi