Guide to Implementation of the Toward Zero Deaths National Strategy on Highway Safety (2022)

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7-1 7. Implementation 7.1 Overview and Background This section of the report focuses on methods used for implementing the tools and resources created in this project. These methods include webinars, workshops, and media and press releases. The webinars focus on introducing the seven critical elements of a TZD program to participants while also identifying strategies and structure of the program. The use and focus of the workshops are to demonstrate, train, and engage stakeholders and partners to develop and implement their safety programs by helping them identify areas of improvement. Lastly, the media and press releases are used to inform and engage the public about the purpose, goals, and mission of TZD and the role they can play in this effort. 7.2 Webinars Ten webinars were delivered between January and June 2019. All webinars were recorded and can be found here: https://www.dropbox.com/s/vcn9sq11zx0v0sd/NCHRP%20W324%20Video%20Files.zip ?dl=0. In total, 342 viewers participated in the webinars. Section 7.2.1 presents the webinar dates, titles, descriptions provided to participants, and speakers. Section 7.2.2 quantifies the webinar demographics, and Section 7.2.3 aggregates and summarizes in tabular format participant responses to webinar evaluations. 7.2.1 Webinar Dates, Titles, Descriptions, and Speakers January 30, 2019—Resources and Tools for Implementing a Zero-Fatality Goal Program Zero. It seems like an unattainable goal. But U.S. safety professionals and advocates are working diligently to prevent fatal crashes on our nation’s roadways so that everyone arrives at their destination safely. This webinar will provide an overview of the TZD National Strategy and introduce you to a suite of new tools and resources to help develop and implement a zero-fatality goal program. Speakers: • Gina Baas, Center for Transportation Studies, University of Minnesota • Tracie Leix, Michigan DOT • Patricia Ott, MBO Engineering • William Beans, MBO Engineering February 13, 2019—Vision and Goal Setting To reduce and eliminate traffic deaths and serious injuries, you need both a clear vision of what you want to achieve and a set of aggressive—but realistic—goals and strategies. This webinar will introduce vision- setting and action-planning for a program. Speakers: • Gina Baas, Center for Transportation Studies, University of Minnesota. • Beth Wemple, HDR. • Pam Langve-Davis, Montana DOT. • Steve Gallup, Lane County Public Works, OR.

7-2 February 27, 2019—Focused Safety Priorities and Strategies Setting priorities and allocating resources is imperative to a successful zero-fatality goal program. This webinar will provide resources to help you collect and analyze crash data as well as identify strategies for crash reduction—all of which are critical in setting those important safety priorities and strategies. Speakers: • Stephanie Malinoff, Center for Transportation Studies, University of Minnesota • Kim Kolody, Jacobs • Tariq Shihadah, Jacobs • Stephan Gage, Houston-Galveston Area Council March 13, 2019—Supporting Program Structure Most agencies lack unlimited resources to support TZD, so understanding needs and sharing resources at all levels is a core component for success. This webinar will provide information about structuring a TZD program, sharing resources, and collaborating with both internal and external stakeholders to help move toward zero deaths. Speakers: • Stephanie Malinoff, Center for Transportation Studies, University of Minnesota • Kim Kolody, Jacobs • Tariq Shihadah, Jacobs • Kristine Hernandez, MnDOT March 27, 2019—Technical Assistance and Training Ensuring that partners and stakeholders have the necessary technical assistance and training to develop and implement their safety programs is critical for the success of your TZD program. This webinar will guide you through identifying partners’ needs and introduce strategies for training and assistance. Speakers: • Stephanie Malinoff, Center for Transportation Studies, University of Minnesota • Kim Kolody, Jacobs • Tariq Shihada, Jacobs • Marie Walsh, Louisiana LTAP April 10, 2019—Key Partner/Stakeholder Engagement and Communication Implementing a successful TZD program takes a multitude of partners and stakeholders. This webinar will introduce a self-assessment tool for your agency’s engagement and communication practices and suggest strategies to get key partners on board and keep them engaged. Speakers: • Stephanie Malinoff, Center for Transportation Studies, University of Minnesota • Kathy Quick, Humphrey School of Public Affairs, University of Minnesota • Pam Fischer, Pam Fischer Consulting • Andrew Bennett, Nevada DOT April 24, 2019—Leadership and Safety Culture Successful safety programs require strong leadership and passionate safety champions—who are not necessarily one and the same. This webinar will discuss these roles, how to identify them, and several strategies to strengthen your organization’s traffic safety culture. Speakers: • Gina Baas, Center for Transportation Studies, University of Minnesota • Bernard Arseneau, HDR • Tom Sorel, North Dakota DOT

7-3 May 8, 2019—Implementation and Progress Monitoring Implementing too many strategies at once can stretch resources and reduce effectiveness. This webinar will demonstrate how to successfully implement safety strategies and introduce methods for monitoring and evaluating progress and adjusting when necessary. Speakers: • Stephanie Malinoff, Center for Transportation Studies, University of Minnesota • Richard Storm, HDR • Julia Kite-Laidlaw, NYC DOT • Michael Replogle, NYC DOT May 22, 2019—Engaging with Elected Officials (RESCHEDULED TO JUNE 19) Having the support of elected officials while developing and implementing your zero-fatality goal program is important. This webinar will share strategies for communicating with elected officials as well as offer ways you can help elected officials learn what they need to know about your zero-fatality goal program. Speakers: • Chelsea Arbury, Center for Transportation Studies, University of Minnesota • Beth Wemple, HDR • Catherine Ciarlo, Portland Bureau of Transportation June 5, 2019—Working with Nontraditional Stakeholders A huge part of the TZD goal is to involve everyone in the effort, so helping others understand what TZD is and how it works can bolster your champion and ambassador ranks. In this webinar, you will learn strategies for engaging and communicating with nontraditional stakeholders. Speakers: • Stephanie Malinoff, Center for Transportation Studies, University of Minnesota • William Beans, MBO Engineering • Julia Kite-Laidlaw, NYC DOT 7.2.2 Webinar Demographics During each webinar, participants were asked to identify which “E” they represented. Table 7-1 aggregates and summarizes the responses of attendees. Figure 7-1 illustrates the demographic percentages by practice type. Table 7-1. Webinar Participant Question: What “E” do you represent (Education, Engineering, Enforcement, Emergency Medical and Trauma Services)? * Category Count Education 46 Engineering 61 Enforcement 12 Emergency Medical and Trauma Services 14 Other (Government, Policy, Project Management) 2 No answer 69 All four 4 Total responses received 165 * Attendees were allowed to make multiple selections.

7-4 Figure 7-1. Webinar Participant Demographics by Practice Type 7.2.3 Webinar Evaluations All participants were asked to complete an evaluation following each webinar. The evaluation asked participates to rate how much they agreed with a series of statements. Tables 7-2 through 7-8 aggregate and summarize responses from all 10 webinars to each statement. Table 7-2. Evaluation Responses to: “The webinar met my expectations.” Rating Number of Responses Percentage of Responses Strongly agree 18 35% Agree 29 55% Neither agree nor disagree 4 8% Disagree 1 2% Strongly disagree 0 0% Table 7-3. Evaluation Responses to: “The speakers did a good job of presenting the content.” Rating Number of Responses Percentage of Responses Strongly agree 22 41% Agree 27 51% Neither agree nor disagree 4 8% Disagree 0 0% Strongly disagree 0 0% 22% 29% 6% 7% 1% 33% 2% Representation of Practice Types Education Engineering Enforcement Emergency and Medical and Trauna Services Other NA All 4 Es

7-5 Table 7-3. Evaluation Responses to: “The speakers did a good job of presenting the content.” Rating Number of Responses Percentage of Responses Table 7-4. Evaluation Responses to: “The presentation was easy to follow.” Rating Number of Responses Percentage of Responses Strongly agree 22 41% Agree 29 55% Neither agree nor disagree 2 4% Disagree 0 0% Strongly disagree 0 0% Table 7-5. Evaluation Responses to: “The content was informative” Rating Number of Responses Percentage of Responses Strongly agree 22 42% Agree 26 49% Neither agree nor disagree 5 9% Disagree 0 0% Strongly disagree 0 0% Table 7-6. Evaluation Responses to: “I will be able to use what I learned in today’s webinar.” Rating Number of Responses Percentage of Responses Strongly agree 18 34% Agree 27 51% Neither agree nor disagree 8 15% Disagree 0 0% Strongly disagree 0 0% Table 7-7. Evaluation Responses to: “Do you plan to watch more webinars in the series?” Rating Number of Responses Percentage of Responses Definitely yes 28 53% Maybe yes 23 43% Might or might not* 2 4% Probably not 0 0% Definitely not 0 0% * Participants were asked to explain why not. Response received: “I have viewed many TZD webinars and am mostly viewing webinars that may have new information.”

7-6 Participants were asked to “please share any additional comments or feedback.” Table 7-8 summarizes the responses received. Table 7-8. Evaluation Responses to: “Please share any additional comments or feedback.” Additional Comments and Feedback Received • More informative slides to follow speaker comments would be helpful. • These are great! Looking forward to the additional webinars. Perfect timing for us. • When will the presentation slides be available for downloading and sharing with others not able to participate in this webinar? • Great job. Thank you. • Great job. • Having the names of the presenters and organizers on the screen is effective for writing down notes and follow-up. Having contact info of lead presenters on an ending slide would be a plus. • Very nice. Thank you. I appreciate the links to specific documents and websites. • This was my favorite so far in the series. Overall, they all make a great use of time covering a wide range within the topic within the allotted time. • I was in NYC in April and was amazed at how the sidewalks are livings rooms, an extension of the home, a place where toddlers walk down the avenue unleashed, etc. What can be done to change the institution and societal culture to keep the sidewalks cleaner? The bags of uncollected trash truly stood out to me as an inhibitor of pedestrian travel. • Julia was a great presenter and had good examples of how to reach TZD. I would ask her to present again. • Audio was not working through computer, used WebEx browser and Mozilla, difficult to concentrate with one ear exposed to office noise. It wasn’t like this the last time I attended this webinar series. • The title could have been about pedestrians. I almost did not attend because we are in the data gathering plan writing stage. A follow-up survey was sent to all webinar and workshop attendees. Of those who responded, 64% are currently using information from the webinars/workshops in their daily work and 91% have shared what they learned with colleagues. Nearly two-thirds responded that their organization has started or furthered a zero goal fatality program since participating. 36% of respondents returned to view webinar recordings from the TZD website. 7.3 Workshops Workshops focused on introducing transportation professionals, along with the public, to the TZD program. These workshops were held across the country throughout 2019 at various conferences and meetings with a wide range of participants with various backgrounds. The aim of the workshops was to engage participants to understand the major goals of the initiative, learn how to use tools to institutionalize the national strategy, understand where their organizations fall on a continuum of program development, and learn strategies to engage with nontraditional partners. Table 7-9 summarizes the workshop information presented. Table 7-9. Summary of Workshop Information Presented Event Name Date Location Attendance Transportation Research Board Annual Meeting January 2019 Washington, D.C. 80 Lifesavers National Conference on Highway Safety Priorities March 2019 Louisville, Kentucky 40 NACo Legislative Conference March 2019 Washington, D.C. 60 NACo Annual Conference July 2019 Las Vegas, Nevada 55 Institute of Transportation Engineers Annual Meeting July 2019 Austin, Texas 55 National Transportation in Indian Country Conference September 2019 Big Sky, Montana 14

7-7 7.3.1 Transportation Research Board Annual Meeting in Washington, D.C. A three-hour workshop was held at the Transportation Research Board (TRB) Annual Meeting on January 13, 2019, at the Walter E. Washington Convention Center in Washington, D.C. The workshop consisted of participants hearing about the major goals of the Toward Zero Deaths: A National Strategy on Highway Safety and the Road Map for Implementing the TZD National Strategy on Highway Safety. Participants learned how to use tools to institutionalize the national strategy, understand where their organizations fall on a continuum of program development, and learn strategies to engage with nontraditional partners. Several speakers were featured throughout this workshop discussing different topics focused on TZD, why it matters, how to use the self-assessment tool for TZD program development and stakeholder involvement, and how to implement the TZD Strategic Communication Plan. 7.3.2 Lifesavers National Conference on Highway Safety Priorities in Louisville, Kentucky A four-hour workshop was held during the Lifesavers Conference on March 30, 2019, at the Kentucky International Convention Center in Louisville, Kentucky. The workshop focused on resources to get to zero and provided an overview of the products and tools used to develop and implement Toward Zero Deaths: A National Strategy on Highway Safety. Unique and successful communication and engagement stories were shared with participants as motivation for garnering stakeholder engagement and outlining a communication plan with reference to the TZD Self-Assessment Tool and How-to Guide. Katherine van den Bogert of the National Safety Council’s Survivor Advocate Network was a guest speaker who spoke on stakeholder engagement and communication planning pertaining to the TZD initiative. Toward the end of the workshop, all panelists came together for a roundtable discussion and Q&A session where workshop attendees were prompted to form questions that attempted to stump the panelists! 7.3.3 NACo Legislative Conference A presentation was given at the National Association of Counties (NACo) Legislative Conference on March 2, 2019, in Washington, D.C., to introduce local agency staff to the TZD National Strategy. NACo staff requested this presentation both to introduce the topic to their audience and to gauge interest for a longer workshop at their annual conference in July. The presentation focused on a broad overview of the project and resources created, including an overview of the content that would be presented at the workshop. Richard Sanders, County Engineer in Polk County, MN, also spoke to the ZF efforts his county had undertaken. Approximately 60 members of the Transportation Steering Committee and guests attended the presentation. Following the presentation, the team was asked to give a presentation at the NACo Annual Conference. 7.3.4 NACo Annual Conference A 75-minute presentation was given at the National Association of Counties (NACo) Annual Conference on July 13, 2019, in Las Vegas, Nevada. The presentation took a deeper look at elements of success from the TZD Road Map to Implementation, as well as small-group work. Robert Goralka of Marin County, CA, presented a case study from his county’s work. The presentation was attended by 55 conference participants. 7.3.5 Institute of Transportation Engineers Annual Meeting in Austin, Texas A four-hour workshop was held at the Institute of Transportation Engineers Annual Meeting in Austin, Texas, on July 21, 2019. The workshop was framed around the subjects covered in the Road Map to Implementation, as well as those covered in the national webinars. Topics discussed during the workshop included “Setting the Stage: Why Zero Matters,” “Partner and Stakeholder Engagement,” and “Focused Safety Priorities and Strategies.” The workshop featured guest speaker Stephan Gage of the Houston- Galveston Area Council, who shared a case study on his MPO’s ongoing safety program. Additionally, the workshop featured a series of breakout sessions in which audience members broke into table groups to discuss strategies for achieving the milestones outlined in the TZD Assessment Tools. Groups had 15 minutes to create a plan before sharing conclusions with the room.

7-8 7.3.6 National Transportation in Indian Country Conference A 90-minute session was held at the National Transportation in Indian Country Conference (NTICC) on September 19, 2019. Because the audience was not as familiar with the Toward Zero Deaths program, the presentation started with background information on TZD and explained what a zero-fatality goal program is, why the program is important, and the benefits of a collaborative approach to traffic safety. The remainder of the time was spent describing the tools and resources developed through this NCHRP project and showing examples of how the products can be used in tribal agencies. Audience members participated in discussions describing successful examples of stakeholder engagement and spent time brainstorming potential new stakeholders. 7.3.7 Workshop Evaluations Participants at all workshops except those at the TRB Annual Meeting and NTICC (these sessions were part of a larger conference that collected feedback from participants) were asked to complete an evaluation. Tables 7-10 through 7-14 aggregate and summarize the 56 responses received from participants in the Lifesavers, NACo, and ITE workshops held at the respective annual conference meetings. Table 7-10. Workshop Evaluation Aggregate Summary Workshop Evaluation (5 = above average –> 1=below average) The program covered the promised objectives. 4.56 The presenters were engaging and informative. 4.46 The interactive activities supported my learning. 4.39 The content was relevant and useful. 4.57 The tools presented were easy to understand. 4.32 Table 7-11. Evaluation Responses to: “What was most interesting and/or relevant about today’s presentation?” Lifesavers NACo ITE • NSC info (x2) • The TZD Assessment Tools • All good • Online self-assessment tool, benefits table and other resources available in the How-to Guide • I enjoyed the many perspectives and the passion! Thank you! • Everything! Stephanie always is fantastic • The TZD Communications Plan / marketing materials? I also liked Louisiana’s matrix of action plan – bonus • Real examples helped • The strategies discussions of toward zero deaths • Ways to engage other organizations • The communication effort • Comments about marijuana and its effects on driving • Most of the country is working toward this goal • Mentimeter (x2) • Percentage of deaths, interacting online • Perception survey questions were thought provoking • Seeing practical uses of the tools • Choose to interact with other participants • Definition of zero • All the available resources • Stephan – HGAC – very complex MPO but shows how data can be/used to weak down • Resources provided included real-life examples • Breakout discussions • Group assignments • Examples • Stephan’s presentation… realistic! • Views from different professional groups • Variety of speakers • Stakeholder engagement

7-9 Table 7-11. Evaluation Responses to: “What was most interesting and/or relevant about today’s presentation?” Lifesavers NACo ITE • The discussion about unconventional stakeholders and collaboration partners • Updates • The amount of information available to help with VZ for TZD campaigns • Houston’s VZ challenges and implementation • Case study from HGA council Table 7-12. Evaluation Responses to: “Will you apply information from today’s presentation to your work? How?” Lifesavers NACo ITE • Yes – get more survivor advocates involved • Yes – will complete the assessment • NSC survivor advocate network and tools available on TZD website to help build stronger TZD program • Yes, benchmark processes/methods utilized by other entities and apply to our tool set • We already are applying much of what was discussed, but I’ve also learned new information that will be helpful in our TZD and DZD efforts • Apply for NSO grants, weekly number of deaths email/social media posts • Will definitely use TZD info/website resources • Yes! I learned so much! I will be using the full resources • Yes – LA Plan, TZD document • Yes I will review the resources • Yes, starting coalition meetings • Yes, reaching high school students with the message that they are a part of TZD • Yes, we are looking at getting involved with TZD at the state level and this information will help inform those efforts • Yes, by actively trying to establish contacts • Yes, ND currently has a strategic plan. I will continue to submit safety improvements when grants become available • Yes • Bring it back to my board • Yes. Find out more on our programs, partners and facilitators • Research different “zero” project varieties • Yes, talk to sheriff, commissioners • To help local agencies • Yes, engage at my city and MPO • Yes. In teaching the subject • Yes through policy development • Yes, I will try • Yes. Writing policy for counties • Yes. Engagement with other staff • Work with communities • Yes, working to implement TZD • Yes. Share the information I learned with others • Actions that can be planned to achieve TZD goal • Yes, engaging leadership to discuss more involvement • More ideas to apply • Yes, a lot of online info, webinar, tool box can be used • Videos are great informational tools to use for safety committees meetings • Yes, new ideas and insight into improving/implementing our city’s VZ program

7-10 Table 7-13. Evaluation Responses to: “Do you have any suggestions for improvement?” Lifesavers NACo ITE • More interactive instead of presentations by the presenters • Overhead noise made it hard to hear (x2) • Have shared media for all presentations – where to find online or have pages to follow PowerPoint • Include more cast studies/success stories • Invite speakers from other states that have TZD efforts implemented – perhaps differently – local, regional, state – but successfully • Have the TZD documents available to go through • More action, less repeat of information known by most traffic safety professionals. What actions are being done, what challenges, what successes? • Be interested in actual case studies of what other entities have done to work toward zero deaths – what action taken • The quizzes were good engagement. Perhaps increase the level of engagement from the speakers, verbally and visually (PowerPoint pictures) • Don’t read • Final speaker should have had documents on screen • Clearer expectations from the beginning • I was not a good target audience wish I knew more about workshop goal • More case studies • No • Rephrase questions for breakout sessions • The entire workshop is very informative but long. If it can be done in 2 hours, it would be nicer • Multiple types of break outs; maybe a little more time for them • If possible, more material of case studies • Include effectiveness and improvements that can make a VZ program better. Include a case study of an actual project and what changes were done to implement VZ principles • Stick closer to your schedule/agenda Table 7-14. Evaluation Responses to: “Would you recommend this workshop to other people?* Why or why not?” Lifesavers NACo ITE • You always gain something. The overhead noise was a terrible distraction and difficult at times for me to hear others • Nice breadth of information • Especially to those not aware of TZD, it is very educational and provides an overview of TZD • For those that have TZD knowledge, the available tools and resources are great to learn about • It certainly improves safety concerns • Important across the board for all states • It is important and is going to require massive cooperation nationwide to accomplish • Good for those new to a zero-fatality goal • Very informative and easy to follow • Great topic, workshop has important takeaways • Reinforces issue and serves as introduction to subject for some • Need to understand importance / steps for VZ • Very interesting and timely • This is a great workshop for younger transportation professionals • New things can be learned in workshop • Makes you think and try to do both *Response totals were Yes: 48 and No: 0. The NTICC coordinators provided session evaluations following the conference. Because the questions were unique to NTICC, they are not included in the tables above. When asked, 100% of participants responded that the session improved their understanding of the topic. 78% of participants responded that they will definitely recommend the session to fellow conference attendees. A follow-up survey was also sent to all webinar and workshop attendees. Of those who responded, 64% are currently using information from the webinars/workshops in their daily work and 91% have shared

7-11 what they learned with colleagues. Nearly two-thirds responded that their organization has started or furthered a zero goal fatality program since participating. 7.4 Media and Press Releases 7.4.1 Press Release Drafted for General Publication Use 7.4.1.1 Overview The following is a press release generated by the research team for general publications’ use. It contains some overview of the history and purpose of the TZD national strategy, the importance of zero-fatality- based plans, and a description of some of the new resources available to support the creation and implementation of a TZD program. 7.4.1.2 Press Release Content Zero may seem like an impossible goal—especially when it comes to traffic-related deaths. But a new Road Map can help state, local, and tribal agencies as well as private industry turn that idea into a powerful movement to make zero a reality. Dubbed A Road Map for Implementing the Toward Zero Deaths (TZD) National Strategy on Highway Safety, this comprehensive suite of tools is now available at no cost on the national TZD website: www.towardzerodeaths.org. Developing a Road Map is critical as more and more states, cities, and local communities work to prevent roadway crashes, which claimed 37,133 lives in 2017, according to the NHTSA. So far, more than 45 states, along with dozens of local and tribal agencies, have adopted a zero-fatalities goal identified by the TZD brand or another moniker. Safety officials, however, acknowledge that it’s not enough to say “zero” is the only acceptable number. That’s why the Road Map’s guide document calls upon organizations to implement a comprehensive plan supported by a vocal and highly visible champion, a dedicated operations staff, and thousands of foot soldiers to do the work and produce results. “The importance of this can’t be overstated,” said Carlos Braceras, president of AASHTO. “Traffic-related deaths in the U.S. fell to a record low in 2013 and then started climbing the following year. That’s why the TZD Road Map was developed, to ensure each of these zero-based plans—and those to come—are fully implemented so that we reverse this trend and save lives.” The new TZD suite of tools includes: • The Road Map guide document, which identifies the essential elements for effectively implementing and sustaining a TZD program. It includes action step checklists along with state, local community, and private industry best practices. • Two self-assessment tools—Program Development and Implementation and Stakeholder Involvement—that identify a continuum of simple to more challenging tasks to help organizations determine the status of their TZD program. The tools also explain why each task is important and how to advance it to bring a Zero Vision to life. • The How-To Guide: Implementing the TZD Strategic Communication Plan, which identifies the elements needed to promote TZD adoption and sustainability; offers guide for targeting partners and tailoring communications to motivate them to implement program strategies; and discusses how to train and use ambassadors to convey messages that generate support, spark enthusiasm, and bolster the ranks. • A generic PowerPoint presentation, for use by partners and ambassadors, that complements the How-to Guide, explains why zero is the only acceptable goal, and encourages viewers to become “Zero Heroes” by adopting and modeling safety behaviors.

7-12 • Three online tutorials that address the benefits of partnering; provide tactics for connecting with and engaging public, government, and private-sector partners; and highlight how states and communities are working with partners to promote TZD. “The Road Map is designed to move TZD from an idea to a powerful movement supported by stakeholders and partners from multiple disciplines,” added Braceras. “States, communities, and organizations that use these and other resources available on the national TZD website will be well positioned to make zero a reality.” A webinar series will begin in early 2019 to build awareness of the Road Map for Implementing the TZD National Strategy on Highway Safety and provide tools for implementation. More details are available at www.towardzerodeaths.org. The Road Map was developed by a multidisciplinary team with input from state and local transportation officials and advocates. It was sponsored by AASHTO in cooperation with the FHWA and was conducted in the NCHRP, which is administered by TRB of the National Academies of Sciences, Engineering and Medicine. The Road Map can be found at www.towardzerodeaths.org. This work was sponsored by AASHTO in cooperation with the FHWA and was conducted in the NCHRP, which is administered by TRB of the National Academies of Sciences, Engineering, and Medicine. Project collaborators include the Center for Transportation Studies at the University of Minnesota, Jacobs, HDR Inc., MBO Engineering, Pam Fischer Consulting, and the Humphrey School of Public Affairs at the University of Minnesota. 7.4.2 Short-Form Article Drafted for General Publication Use 7.4.2.1 Overview The following is a short-form article generated by the research team for general publications’ use. It contains a description of some of the new resources available to support the creation and implementation of a TZD program. 7.4.2.2 Short-Form Article Content A new suite of tools designed to help state, local, and tribal agencies as well as private industry implement their zero-fatality plans is now available at no cost on the national TZD website (www.towardzerodeaths.org). The Road Map for Implementing the Toward Zero Deaths National Strategy on Highway Safety highlights what is necessary for a successful TZD program while accounting for unique jurisdictional characteristics. The Road Map was developed by a multidisciplinary team with input from state and local transportation officials and advocates. With the uptick in U.S. traffic-related deaths, a universal Road Map that helps states and cities turn their zero-fatality plans into action is welcome news. This comprehensive suite of TZD tools includes: • The Road Map guide document, which identifies the essential elements for effectively implementing and sustaining a TZD program. It includes action step checklists along with state, local community, and private industry best practices. • Two self-assessment tools that use a continuum of simple to more challenging tasks to help organizations determine the status of their TZD program. The Program Development and Implementation Tool is designed to help assess a program based on the essential elements outlined in the Road Map guide document. The Stakeholder Involvement Tool can aid in determining a program’s current level of stakeholder engagement and communications—both vital for bringing a TZD vision to life. • A How-to Guide for implementing the TZD Strategic Communications Plan, which identifies the elements needed to promote TZD adoption and sustainability and offers guide for targeting partners and tailoring communications to motivate them to implement program strategies. It also

7-13 discusses how to train and use ambassadors to convey messages that generate support, spark enthusiasm, and bolster the ranks. • A generic PowerPoint presentation, for use by partners and ambassadors, that complements the How-to Guide, explains why zero is the only acceptable goal, and encourages viewers to become “Zero Heroes” by adopting and modeling safety behaviors. • Three online tutorials for engaging the public, government agencies, and private-sector organizations. These tutorials address the benefits of partnering, provide tactics for connecting with potential partners, and highlight how states and local communities are working with partners to promote TZD. The Road Map is designed to move TZD from an idea to a powerful movement supported by stakeholders and partners from multiple disciplines. Organizations that use these and other resources available on the national TZD website will be well positioned to make zero a reality. This work was sponsored by AASHTO in cooperation with the FHWA and was conducted in the NCHRP, which is administered by TRB of the National Academies of Sciences, Engineering, and Medicine. Project collaborators include the Center for Transportation Studies at the University of Minnesota, Jacobs, HDR Inc., MBO Engineering, Pam Fischer Consulting, and the Humphrey School of Public Affairs at the University of Minnesota. 7.4.3 Long-Form Article Drafted for General Publication Use 7.4.3.1 Overview The following is a long-form article generated by the research team for general publications’ use. It contains some overview of the history and purpose of the TZD national strategy, the importance of zero fatality-based plans, and extensive descriptions of the new resources available to support the creation and implementation of a TZD program. 7.4.3.2 Long-Form Article Content When it comes to achieving zero fatalities, no universal Road Map is available to help get there—until now. The Road Map for Implementing the Toward Zero Deaths National Strategy on Highway Safety is a suite of free, downloadable implementation tools now available on the national TZD website (www.towardzerodeaths.org). Developed by a multidisciplinary team with input from state and local transportation officials and advocates from across the U.S., this new guide highlights what is necessary for a successful TZD program while accounting for unique jurisdictional characteristics. Development of a Road Map is critical as more and more states, cities, communities, and private industries recognize the need to act to prevent motor vehicle crashes, which claimed 37,133 lives in 2017, according to the NHTSA. So far, 45 states and dozens of local and tribal agencies have adopted a zero-fatalities goal, using the TZD brand or another moniker. But it’s not enough to say “zero” is the only acceptable number; it takes a comprehensive plan supported by a vocal and highly visible champion, a dedicated operations staff, and thousands of foot soldiers armed with the necessary resources to do the work and produce results. The importance of this work can’t be overstated; traffic-related deaths in the U.S. have been rising rather than declining since 2014. That’s why the TZD Road Map was developed: to ensure each of these zero- based plans—along with those yet to be developed—are implemented. This comprehensive suite of tools includes: • The Road Map for Implementing the TZD National Strategy on Highway Safety. This overview document identifies and explains the importance of the seven essential elements for effectively implementing and sustaining a TZD program and ultimately achieving zero deaths. Each element includes a checklist of short- and long-term action steps vital for launching or jump-starting a

7-14 zero-fatalities program, along with examples of how states, counties, local communities, and private industry are putting TZD into action. • Two self-assessment tools that use a continuum (gradually progressing from simple to more challenging tasks, culminating with implementation) to help determine the status of a TZD program. The Program Development and Implementation Tool is designed to gauge where a program is at in the TZD process and what it will take to move the program forward. For example, a state in the early stages of TZD implementation has likely adopted a zero-fatalities vision and possibly aggressive short-term goals, while a state with a more mature program has likely adopted both state and local roadway system goals that promote collaboration. The Stakeholder Involvement Tool helps determine the program’s current level of stakeholder engagement and communications, which are vital for bringing a TZD vision to life. A state with a young TZD program may be soliciting partner participation in developing the SHSP, which typically serves as the vehicle for implementing a zero-fatalities goal. A state with a more advanced TZD program, on the other hand, may be coordinating with stakeholders by sharing resources and jointly funding projects. Both tools work regardless of where a program is on the TZD spectrum. The tools explain why each task in the continuum is important and how to advance it through tips, tactics, and resources. • A How-to Guide for implementing the TZD Strategic Communications Plan. While the Communications Plan provides a detailed framework for TZD implementation that identifies target audiences and key messages along with strategies and tactics, the Guide homes in on the seven elements vital for promoting adoption and sustainability of the TZD approach at the state and local levels. The Guide makes the case for each element, indicating exactly where it can be found in the Communications Plan (for those seeking additional information) and provides examples of how agencies are putting the elements into practice. As the document points out, TZD implementation is not a solitary task—it takes an army of traffic safety professionals working with individuals from both the public and private sector to get the job done. That is why the Guide offers direction for identifying and targeting partners, including tactics for tailoring communication that will motivate partners to implement the TZD strategies. Detailed information discussing how to use trained ambassadors to effectively carry the TZD message into their local communities to generate support, spark enthusiasm, and bolster the ranks is also provided. • A generic PowerPoint (PPT) presentation, with speaker notes that can be tailored to the state or local community and audience, complements the Guide and is included in the suite of tools for use by partners and ambassadors. The slides are light on copy but visually appealing to pull in audience members and get them excited about TZD. It explains why zero is the only acceptable goal, reviews the TZD principles, and suggests actions the public can take to protect themselves and others on the road. The goal is to compel people to adopt key safety behaviors and to enlist them as “Zero Heroes” who convey the message to peers at work, home, school, and in the local community. A two-minute video, How Do We Move Toward Zero Deaths, is available on the national TZD website (www.towardzerodeaths.org/marketing/marketing-collateral/) and is the ideal way to cap off the PPT presentation. • Online tutorials for engaging the public, government agencies, and private-sector organizations in a TZD program. Building on the importance of partners, these short web-based trainings address the benefits of partnering with businesses, nonprofits, the courts, elected officials, schools, faith- based organizations, cultural groups, professional and neighborhood associations, the media, and individual community members. Tactics for connecting with these potential partners and helping them promote TZD, along with examples of state and local community best practices, are also provided. Each tutorial ends with a reminder about the full complement of Road Map tools and other free resources available on the national TZD website. States and communities

7-15 exploring adoption of a zero goal or in the early stages of launching a program will find the tutorials particularly helpful. Eliminating serious injuries and fatalities caused by motor vehicle crashes is possible—but only if there is commitment followed by action. The tools included in the Road Map are designed to move TZD from an idea to a powerful movement supported by stakeholders and partners from many disciplines in and outside of traffic safety. By using this suite of tools as well as other resources available on the national TZD website, states, communities, and individual organizations will be well positioned to make zero a reality. This work was sponsored by AASHTO in cooperation with the FHWA and was conducted in the NCHRP, which is administered by TRB of the National Academies of Sciences, Engineering, and Medicine. Project collaborators include the Center for Transportation Studies at the University of Minnesota, Jacobs, HDR Inc., MBO Engineering, Pam Fischer Consulting, and the Humphrey School of Public Affairs at the University of Minnesota. 7.4.4 Safety Champion Talking Points The following is a curated list of talking points for use by safety champions and advocates related to the history and purpose of the TZD national strategy, the importance of zero-fatality-based plans, and the new resources available to support the creation and implementation of a TZD program. • TZD is a national strategy to drive down motor-vehicle-related deaths on U.S. roadways to zero. • TZD promotes government, businesses, nonprofits, community groups, and individual citizens working together to develop and implement plans that change the culture so that safety is chosen over other competing priorities and lives are saved. • To help states, cities, communities, and organizations begin or jump-start a zero-fatality goal program, free tools and resources, including the TZD Road Map, are available at towardzerodeaths.org. The Road Map identifies what is needed to effectively implement and sustain a TZD program. It also includes self-assessment checklists to determine a program’s status and stakeholder involvement, a How-to Guide for communicating with key audiences, and online tutorials for engaging partners. • Nearly everyone will be impacted by a traffic crash in their lifetime, but no one should die. That’s why zero is the goal. If you don’t believe zero is possible, then what is the right number? Or let me put this in a more personal context: who in your family are you willing to give up if zero isn’t the goal? • Last year, (number) people died in traffic crashes on U.S. (or state/community) roadways. One of those victims was….(share a personal story of someone who died in a motor-vehicle-related crash). • It’s not enough to say zero is the goal: it takes a comprehensive plan and lots of people to implement it. It takes an army and we need You. You can help by: − Driving, walking, or biking safely on every trip and by modeling safe behaviors with your family and friends. (Use when talking with community members individually or in a group setting.) − Instituting and enforcing organizational safety policies and sharing safety best practices with your employees and customers. (Use when talking with a business, agency, or government representative.) − Calling on other local leaders—your peers—to join you in adopting a zero-fatalities goal and convening a meeting to begin the work of turning that goal into action. (Use when talking with elected or government officials, businesses, or nonprofit leaders.) − Reporting the cause of a traffic crash and what roadway users can do to protect themselves. This could include reminding readers (or viewers, or listeners) to always take the following

7-16 precautions: ride in a motor vehicle properly restrained by a seat belt or in a car seat, stow phones out of reach when driving, wear bright or reflectorized clothing when walking or biking at night, designate a driver or use a ride-sharing service when planning to drink alcohol, wear a helmet when riding a motorcycle or bicycle, get plenty of rest before driving, and take breaks on long trips. (Use when talking with the media.) − Making personal changes to model safe behaviors, such as:  committing to no mobile phone use while driving  always using a designated driver  setting your mobile phone to automatically respond to text messages while you’re driving, letting the sender know you will respond when you reach your destination You can learn more about the TZD national strategy at www.towardszerodeaths.org (or cite a local website or phone number, if one is available). This work was sponsored by AASHTO in cooperation with the FHWA and was conducted in the NCHRP, which is administered by TRB of the National Academies of Sciences, Engineering, and Medicine. Project collaborators include the Center for Transportation Studies at the University of Minnesota, Jacobs, HDR Inc., MBO Engineering, Pam Fischer Consulting, and the Humphrey School of Public Affairs at the University of Minnesota. 7.4.5 Web Search Insights Related to TZD Marketing Materials The following is an overview of some online coverage that the developed project resources have received at the time this report was drafted. This includes use of any of the media and press releases covered in sections 7.4, direct references to the TZD Road Map and other key deliverables of this research program, and more. Any coverage published after the publication of this report will not be included here. This information was gathered through a comprehensive online search. Road Map for Implementing the TZD National Strategy on Highway Safety • Mentioned under references in the June 12, 2019, issue of CenterLines newsletter (National Center for Bicycling and Walking): http://www.bikewalk.org/centerlines/centerlines2019/cl_issue_489.htm • “A Road Map Toward Zero Deaths” article posted on NACo website on March 3, 2019, which interviewed Bernie Arseneau: https://www.naco.org/articles/road-map-toward-zero-deaths Marketing Collateral webpage: Press release • Posted on APWA Nevada chapter’s Facebook page on Nov. 30, 2018: https://www.facebook.com/175819385805858/photos/zero-may-seem-like-an-impossible- goalespecially-when-it-comes-to-traffic-related/1877539188967194/ ITE International • Mentioned in the conference program section of website: https://www.ite.org/events- meetings/2019-joint-ite-international-and-texas-district-annual-meeting-and-exhibit/program/ NACo’s 84th Annual Conference • The July 14, 2019, workshop about the Road Map is posted at: https://www.naco.org/resources/conference-learning/national-toward-zero-deaths-strategy-road- map-implementation • Session listing at the conference: https://www.naco.org/events/national-tzd-strategy-road-map- implementation-works

7-17 7.5 Train the Trainer 7.5.1 Program Background Local agencies are key partners in adopting and implementing a TZD approach for addressing highway safety issues. Much of the TZD national strategy framework can be implemented at the local level, but it may be challenging to understand where to start. This train-the-trainer workshop provided tools and techniques for LTAP and Tribal Technical Assistance Program (TTAP) staff who focus on implementation of the TZD national strategy at a local level. After the training, LTAP and TTAP centers are able to decide on the most effective way to disseminate the information to their stakeholders. Additionally, attendees were introduced to the several tools developed by the research team. Additional details about the training program include: • Workshop Facilitators: Stephanie Malinoff and Ann Johnson, Center for Transportation Studies, University of Minnesota • Audience: The target audience for this workshop was LTAP and TTAP directors and their training staff. Other local agency staff interested in learning how to implement the national TZD strategy was a secondary audience. Once trained, the LTAP and TTAP staff can disseminate the information to local and tribal agency staff, NACE members, and other local stakeholders. • Workshop Format: The workshop featured a combination of large-group general information sessions and small-group activities. 7.5.2 Program Objective The objective of the workshop was to train participants to understand how the national TZD strategy can be implemented at a local level. The workshop gave participants strategies for how an LTAP or TTAP center can use the tools and implement them into their local training schedule and courses. It also outlined ways for local staff to develop stand-alone TZD workshops as well as additional resource materials and website content. LTAP and TTAP staff were encouraged to integrate examples and case studies from their own local area into the training program. Learning objectives included: • Describe the importance of the national TZD program. • Understand and use the assessment tools locally. • Describe the elements and development of the guide document, supporting tools, and case studies. • Use the guide document, supporting tools, and resources in local training and applications. • Develop ways to apply the guide resources and tools into their own safety planning and implementation processes. • Deliver local TZD outreach and training sessions. • Incorporate elements of the TZD national strategy into their existing training programs and materials. • Create a plan for integrating TZD materials into their local training, resources, and websites. 7.5.3 Training Evaluation All participants were asked to complete an evaluation following the training. Tables 7-15 through 7-19 aggregate and summarize the 26 responses received from the training session.

7-18 Table 7-15. Training Evaluation Aggregate Summary Training Evaluation (5 = above average –> 1=below average) The program covered the promised objectives. 4.3 The presenters were engaging and informative. 4.8 The interactive activities supported my learning. 4.6 The content was relevant and useful. 4.3 The tools presented were easy to understand. 4.3 Table 7-16. Evaluation Responses to: “What was most interesting and/or relevant about today’s presentation?” Comments and Feedback Received • Resources available • Everything! I really appreciated the walk-through of the TZD website and tools • Clear resources currently available • Videos, resources available • Learning more about TZD program; videos and personalization are vital • Conversation and other perspectives • Let me know that I should contact our TZD program in our state to see how we can partner with them • It is good to know what resources have been developed and are engaging • Case studies examples • Tools available, framework • Learning about the guides • Great presentation, but I thought that the group discussions were very useful • Good examples from audience • The resources online • Resources that are available to share • Very engaging presentation DOT/Local relationship is very relevant • Ideas for getting TZD down to local level • Tools of LTAP centers and how to get to them • The interview from the participants • Communications strategies for practitioners and not just for the general public • Assessment + checklist Table 7-17. Evaluation Responses to: “Will you apply information from today’s presentation to your work? How?” Comments and Feedback Received • Yes, resources • Yes, to educate myself just so I can bring the information to others and be a useful resource • Yes, will use newsletter, articles, and videos • Yes • Yes, include info into training • Possibly • I will need to dig in more, but I have not identified a use as of yet • Yes, I will introduce the concept and message to promote safety • Yes, as best I can

7-19 Table 7-17. Evaluation Responses to: “What was most interesting and/or relevant about today’s presentation?” Comments and Feedback Received • Contact my local TZD rep to determine if there are specific marketing materials /partners to use/implement • Yes—I’ll probably start by looking at newsletter articles and social media resources • Promote TZD in any areas of our work • Yes—access resources first • Yes. Adding a link to our newsletter • Yes. The How-to Guide will assist in implementing the strategies • Yes. Adapt decade of action for road safety program in Puerto Rico. Incorporate the checklist presented from NCHRP 17-64 • Yes- redefining LTAP role in safety strategies for our SHSP and also our locals • Yes, take pieces to incorporate into my material Table 7-18. Evaluation Responses to: “Do you have any suggestions for improvement?” Comments and Feedback Received • Not really an improvement but a supplement—maybe allow for more time for the interactive/table discussions, as everyone has much to offer to each other • Develop means to educate public on safety to try to change the culture on safety • The session was simply a presentation of resources and what should go into a TZD program • TZD for locals is difficult • More focus on local level and role for LTAP. Not everyone is as far along as Minnesota or has the safety culture they have; need to address the safety culture issue • The start of presentation seemed a bit disconnected from the meat of topic • Have a panel discussion • The content was very theoretical, with little application • Consider how to make TZD more relevant for local agency people—In a literal sense, as opposed to a programmatic goal • How to get locals to TZD (safety) training? i.e., “Top three ways to save a life in your community” vs. TZD training • Discuss at least two case studies in more detail • Would have helped to have received the TZD toolkits before the session—perhaps recommended that to potential attendees • More time on state/local LTAP examples

7-20 Table 7-19. Evaluation Responses to: “Would you recommend this workshop to other people?* Why or why not?” Comments and Feedback Received • If the name and objective were adjusted the meet the content, the session could be more useful • This is an important and relevant topic for everyone and the workshop helps explain how to implement it • Useful Information • Good outline and guide for developing safety program • Everyone should be aware of this program • Zero deaths is a worthwhile goal • For resources and sharing • A reminder to everyone that TZD should be a part of everyone’s world • Speakers are great and know their information • Ann and Stephanie are great resources • For initial LTAP directors is a must, Please consider a second level • Great for LTAPS and others looking to enhance their programs. Would like to see more focused videos/tools developed for specialized practitioners as highlighted in the “countdown” videos • Add more examples * Response totals were Yes: 22 and No: 1.