Highway Safety in Black/African-American Communities: Issues and Strategies

Cordy, Sylvia; Raines, Kevin; Singletary, Judith; Tillery-Larkin, Rochelle · 2002 · ROSA P / United States. Department of Transportation. National Highway Traffic Safety Administration

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Summary

This report addresses the critical need for culturally relevant traffic safety interventions within Black/African-American communities in the United States. Motivated by the statistical over-representation of this population in traffic fatalities and injuries, alongside a projected 13% population growth from 2000 to 2010, the study aimed to identify specific safety needs, social norms, and effective communication strategies. Previous efforts had been hindered by a lack of understanding regarding how concerns and priorities in Black communities differ from the mainstream population. The research sought to determine which messages resonate, which are rejected, and the most effective channels for delivery to guide federal, state, and local program development. The methodology involved qualitative data collection across six strategically selected counties—Berkeley County, SC; Cook County, IL; Jackson County, MO; Middlesex County, NJ; Oktibbeha County, MS; and Prince George’s County, MD. These sites were chosen using an optimization algorithm to represent diverse economic, demographic, and social environments. Data were gathered through 45 one-on-one discussions with community leaders, activists, and service providers, and 48 focus groups with Black community members. The focus groups were segmented by age and gender, covering eight specific demographic groups, including teens, young adults, parents, and seniors, to capture varied perspectives. Key findings revealed distinct priorities between community leaders and the general public. While agency representatives identified the improper use of child safety seats as the primary issue, focus group participants ranked drinking and driving, aggressive driving, and speeding as the top concerns. Participants expressed significant distrust toward law enforcement due to perceptions of racial profiling, viewing police as poor messengers for safety campaigns. Instead, churches, schools, local health providers, and families were identified as the most trusted sources. Regarding seat belt usage, inconsistent compliance was linked to perceptions of driver confidence and a desire to appear "cool," particularly among young males. Messages were found to be most effective when they were positive, realistic, and featured ordinary Black people in believable situations, rather than using graphic imagery or heavy statistics, which were often viewed with skepticism. The significance of this study lies in its provision of specific guidelines for developing targeted traffic safety programs. It concludes that successful interventions must address informational gaps, such as clarifying the risks of drinking and driving and the proper use of child restraints. Program designers are advised to utilize trusted community messengers, localize religious outreach, and tailor messages to specific subgroups like the "Hip-Hop" generation or young males. The report emphasizes that messages should promote change by choice rather than force, acknowledging the community's resistance to enforcement-heavy approaches. By addressing obstacles such as distrust of law enforcement and skepticism toward statistical data, the findings offer a framework for creating culturally competent safety initiatives that effectively engage Black populations.

Key finding

Focus group participants ranked drinking and driving as a top safety concern, whereas agency representatives identified improper child safety seat usage as the major problem, and both groups identified churches and schools as trusted venues for safety messages.

Methodology

mixed_methods

Sample size: 93

Provenance

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

Topics

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• demographic disparities
• traffic safety culture
• public messaging

Information type

What kind of knowledge this paper contributes, grouped by family — independent of topic (what it is about) and method (how it was studied).

• Empirical Findings: observational prevalence