Final Detailed Findings Report for Marketing Plan and Outreach Materials that Promote Pedestrian and Bicyclist Safety to Different Hispanic Populations in the United States

NHTSA · 2005 · ROSA P / United States. Federal Highway Administration

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Summary

This report, commissioned by the Federal Highway Administration (FHWA) and submitted by Science Applications International Corporation in 2005, addresses the critical need for targeted pedestrian and bicyclist safety outreach to Hispanic populations in the United States. The research was motivated by alarming statistics: in 2003, 4,749 pedestrians and 622 bicyclists were killed in motor vehicle collisions nationwide. Specifically, an average of 545 Hispanic pedestrians and 79 Hispanic bicyclists are killed annually, a number projected to rise with the growing Hispanic population. The primary objective was to develop a marketing plan identifying the most effective methods, messages, and media for promoting safety to diverse Hispanic audiences, including recent immigrants, migrant workers, and U.S.-born Hispanics. The study employed a comprehensive literature review and analysis of existing safety campaigns and focus group data. Researchers examined documents from the FHWA, National Highway Traffic Safety Administration (NHTSA), and the Transportation Research Information Services database. Key data sources included a 2004 report by The Center for Applied Research and The Media Network, which analyzed Fatal Accident Reporting System (FARS) data from 1999–2003 and conducted eight focus groups with 62 Hispanic adults in Washington, D.C., New York, Miami, and Los Angeles. The review also evaluated specific initiatives such as the “Street Smart” campaign, the “Caminando a Través de los Años” program, and the “Madrina-Padrino” project to determine their efficacy and relevance. The findings revealed distinct patterns in crash demographics and communication preferences. Hispanic pedestrians and bicyclists accounted for approximately 16% of all such fatalities, with Hispanics of Mexican origin comprising roughly two-thirds of these deaths. Fatalities were disproportionately male and concentrated in the 21–29 age group. Crash locations were predominantly urban (nearly 80%) and often involved intersections on multi-lane roads. Focus groups indicated that participants possessed vague knowledge of U.S. traffic laws and signals. Effective communication strategies identified included bilingual materials (Spanish and English), visual-heavy content, and distribution through television, radio, churches, schools, and community centers. Messages leveraging the cultural importance of family and utilizing realistic, non-condescending tones were deemed most impactful. Conversely, impersonal approaches and aggressive enforcement-oriented messages were found ineffective. The report concludes that successful safety campaigns must be culturally tailored, emphasizing family values and utilizing trusted community channels. It highlights that while general awareness campaigns increased knowledge, they did not necessarily alter behavior, suggesting a need for more targeted interventions. The findings provide a framework for developing future outreach materials that address specific knowledge gaps, such as crosswalk usage and traffic signal meanings, while respecting the diversity within Hispanic communities. The report underscores the necessity of moving beyond generic safety messaging to implement strategies that resonate with the specific cultural and linguistic contexts of Hispanic pedestrians and bicyclists.

Key finding

Hispanics of Mexican origin and males aged 21 to 29 are disproportionately represented in pedestrian and bicyclist fatalities, with 16.3% of all pedestrian and 15.9% of all bicyclist fatalities occurring within this demographic.

Methodology

mixed_methods

Sample size: 62

Provenance

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Topics

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• public messaging
• demographic disparities