Work Zone Speed Management (2015)

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84 chapter eleven SURVEY ON STATE DOT WORK ZONE PUBLIC OUTREACH EFFORTS In addition to the Engineering and Enforcement survey dis- cussed in chapter ten, an online survey was undertaken to gain an understanding of how U.S. state DOTs are conducting public outreach related to work zone speeding and general work zone safety. An invitation to participate in the survey was distributed to members of the AASHTO Standing Committee on Public Information. Supplemental invitations were made to FHWA Work Zone Peer Exchange participants if their state did not respond to the initial AASHTO survey invitation. Responses were received from DOT officials in 42 U.S. states. The sur- vey instrument is attached as Appendix C and the responses to open-ended questions are tabulated in Appendix D. The respondents to the Public Information Survey were generally not the same individuals who responded to the Engi- neering and Enforcement Survey. Typically, the Public Infor- mation survey respondents were DOT public information officers or members of their staff. Most DOTs conduct public outreach on a number of safety- related themes. As indicated in Table 18, the majority of sur- vey respondents indicated that they believe work zone safety is one of the most important safety-related public outreach messages. This contrasts to some degree with the main themes of current traffic safety marketing by NHTSA, which include campaigns on bicycle safety, child car seats, distracted driv- ing, drunk driving, motorcycle safety, older drivers, pedestrian safety, school bus safety, seat belts, speed prevention (not specific to work zones), and teen safety (NHTSA 2015). As detailed in Table 19, respondents indicated that general statewide work zone safety campaigns are the most frequently used approach. Work zone safety outreach campaigns are also sometimes conducted in conjunction with major construction projects; however, campaigns targeted toward sites with a his- tory of work zone crashes appear to be relatively rare. Table 20 summarizes the responses regarding the types of media used to communicate work zone public outreach mes- sages. Press releases were mentioned most often, followed by social media such as Twitter and Facebook. Respondents indicated that their agencies make moderate use of radio and television PSAs, driver education materials, and videos posted on the agency’s website or YouTube. Paid advertising for work zone safety messages (including television, radio, online, and print advertisements) appears to be relatively rare, and many agencies commented that they have little or no budget for purchasing advertising. Other communication methods mentioned by participants included media events, billboards, transit advertisements (advertisements on the inte- rior or exterior of buses and trains), pump-top placards at gas stations, table tents at restaurants, posters or video displays at highway rest areas, and moving billboards on tractor-trailers. Most agencies noted that they use similar strategies for small and large media markets, although Arizona DOT reported that they focus on newspapers and websites in the smaller markets, and television and radio in the larger markets. Some respon- dents commented that their agencies typically schedule news conferences around major construction projects, which typi- cally occur in larger urban areas. As indicated in Table 21, formal evaluations of the effec- tiveness of work zone safety campaigns appear to be quite rare, with only two of the 42 respondents indicating that their agency has done an evaluation. Taken as a whole, the survey response data suggest that agencies are attempting to spread the word about work zone safety through low-cost and no-cost media, and generally lack the resources necessary to conduct work zone safety campaigns on a larger scale. This interpretation is supported by a number of survey comments describing funding con- straints. For example, a Missouri DOT respondent observed, “The more a message is seen or heard, the better it is remem- bered. If a larger advertising budget existed, we could reach more markets with a more frequent message.” An Iowa DOT respondent commented, “With budget restrictions our staff and dollars are stretched pretty thin. We have to balance work zone campaigns with all other safety campaigns as well as normal day-to-day communications.” Similarly, a Tennessee DOT respondent commented, “One of the biggest challenges is that . . . we do not spend money on advertising. Since there is no dedicated safety funding that would allow us to reach a broader audience through advertising, we must rely on social media, YouTube and our own website, press releases, etc.” By definition, PSAs are unpaid advertisements aired by tele- vision and radio stations on behalf of government agencies and nonprofit organizations (FCC 2007). Stations typically air PSAs during unsold advertising time spots. Table 22 summarizes the survey respondents’ satisfaction with the quality and quantity of PSA airtime provided by television and radio stations. Most agencies reported that their work zone safety out- reach efforts are primarily scheduled to occur in April during

85 Survey respondents had definite views about the themes that would be included when creating new work zone safety outreach campaigns. As shown in Table 24, protecting worker safety was by far the most highly ranked theme, followed by driver safety and reducing distractions. Some respondents com- mented on the importance of telling the stories of individual workers, drivers, and passengers involved in work zone casu- alties. Some participants also commented on the difficulties of selecting work zone messages that are appropriate for all types of work zones. For example, a New Hampshire DOT respon- dent commented, “Work zones come in many different sizes and complexity. [It is] difficult to come up with a solution that can equally be applicable to all work zones. Interstate speed requirement and safety is vastly different than on a local two lane roadway.” A related perspective is evident in an Oregon DOT respondent’s comment, “Everyone knows they should slow down and be alert in work zones, most people intend to do the right thing, but they still don’t do it consistently. People just tend to be very self-involved when they are in their cars.” Another perspective was offered by an Indiana DOT respon- dent, “Our focus has moved away from speeding to behaviors that crash statistics have shown lead to work zone crashes and fatalities. These include following too closely, failure to yield, and improper lane change.” In summary, the survey findings indicate that all or nearly all state DOTs are engaged in work zone safety outreach efforts. Protecting worker and driver safety were viewed as the most important messages. Because of staffing and funding constraints, agencies generally rely on low-cost or no-cost National Work Zone Awareness Week, an annual event spon- sored by FHWA. Several respondents mentioned the need for continued reminders throughout the construction season. Some agencies based in colder climates noted that in the late fall they conduct additional safety campaigns focusing on winter road maintenance. Survey participants were asked to rate their perceptions of the overall level of compliance with work zone speed limits in their respective areas. As shown in Table 23, the majority of respondents rated compliance only “good” or “fair” and 14% of respondents described compliance as “poor.” TABLE 18 PERCEIVED IMPORTANCE OF WORK ZONE SAFETY RELATIVE TO OTHER DOT PUBLIC OUTREACH SUCH AS IMPAIRED DRIVING, MOTORCYCLE SAFETY, PEDESTRIAN SAFETY, AND RAILROAD CROSSING SAFETY Level Percent Very High 36 High 38 Medium 26 Low 0 Very Low 0 No Response 0 TABLE 19 RESPONSES TO “WHAT KINDS OF WORK ZONE SAFETY CAMPAIGNS DO YOU CONDUCT?” (multiple responses allowed) Campaigns Percent General statewide campaigns 94 Campaigns targeted toward specific major construction projects 58 Campaigns targeted toward specific smaller construction projects 11 Campaigns targeted toward geographic areas with a history of work zone crashes 11 Other 11 Type of Media Very Often Often Occasionally Rarely Never No Response Press Releases 52% 33% 12% 0% 0% 2% Twitter 29% 33% 10% 14% 5% 10% Facebook 31% 29% 12% 12% 7% 10% Driver Education Materials and Handbooks 12% 29% 19% 24% 2% 14% Radio PSAs 10% 29% 26% 12% 7% 17% Videos on YouTube 10% 29% 21% 14% 10% 17% TV Public Service Announcements (PSAs) 5% 31% 29% 14% 10% 12% Videos on Agency Website 7% 26% 21% 17% 7% 21% Paid Advertising on Radio 10% 17% 26% 24% 12% 12% Print PSAs 10% 14% 31% 21% 7% 17% Paid Advertising on TV 2% 14% 17% 29% 24% 14% Paid Web Advertising 5% 10% 10% 29% 26% 21% Paid Print Advertising 0% 7% 14% 45% 17% 17% TABLE 20 MEDIA TYPICALLY USED BY STATE DOTS FOR WORK ZONE PUBLIC OUTREACH

86 techniques such as press releases, social media, unpaid PSAs, and their own websites. Only two of the 42 respondents reported that their agencies have conducted an evaluation of their campaigns’ effectiveness. Respondents often expressed doubt about the adequacy of the scope of these efforts and commented on the difficulty of changing driver behavior in the absence of additional funding for advertising purchases. Some officials expressed interest in establishing a coordi- nated national work zone safety campaign. Public Compliance Percent Excellent 0 Very Good 5 Good 40 Fair 36 Poor 14 No Response 5 TABLE 23 RESPONSES TO “OVERALL, HOW GOOD IS PUBLIC COMPLIANCE WITH WORK ZONE SPEED LIMITS IN YOUR AREA, IN YOUR OPINION?” Theme Very High High Medium Low Very Low No Response Protecting the Safety of Workers 74% 17% 2% 0% 0% 7% Protecting the Safety of Drivers 57% 33% 2% 0% 0% 7% Reducing Distractions While in Work Zone 60% 26% 7% 0% 0% 7% How Often Work Zone Fatalities Occur 43% 43% 5% 2% 0% 7% Paying Attention to Flaggers 40% 43% 7% 2% 0% 7% Reducing Speed While in Work Zone 50% 31% 12% 0% 0% 7% How Often Work Zone Crashes Occur 31% 48% 12% 2% 0% 7% Paying Attention to Work Zone Signs 43% 36% 12% 2% 0% 7% Protecting the Safety of Passengers 43% 33% 12% 2% 0% 10% Expecting Delays/Being Patient 36% 36% 21% 0% 0% 7% Penalties For Work Zone Traffic Violations 19% 36% 29% 10% 0% 7% TABLE 24 IMPORTANCE OF VARIOUS THEMES WHEN CREATING NEW WORK ZONE SAFETY OUTREACH CAMPAIGNS Effectiveness Evaluated Number % Yes 2 5 No 37 88 No Response 3 7 TABLE 21 PROPORTION OF AGENCIES THAT HAVE CONDUCTED FORMAL EVALUATIONS OF THE EFFECTIVENESS OF THEIR WORK ZONE PUBLIC INFORMATION CAMPAIGNS Quality and Quantity of PSA Airtime TV Radio Excellent 2% 10% Very Good 33% 24% Good 38% 48% Fair 10% 7% Poor 5% 5% No Response 12% 7% TABLE 22 RESPONDENT PERCEPTIONS REGARDING THE QUALITY AND QUANTITY OF PSA AIRTIME PROVIDED BY TELEVISION AND RADIO STATIONS