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Highway Safety Behavioral Strategies for Rural Areas (2023)

Chapter: Conclusions and Suggestions Moving Forward

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Page 126
Suggested Citation:"Conclusions and Suggestions Moving Forward." National Academies of Sciences, Engineering, and Medicine. 2023. Highway Safety Behavioral Strategies for Rural Areas. Washington, DC: The National Academies Press. doi: 10.17226/27196.
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Page 126
Page 127
Suggested Citation:"Conclusions and Suggestions Moving Forward." National Academies of Sciences, Engineering, and Medicine. 2023. Highway Safety Behavioral Strategies for Rural Areas. Washington, DC: The National Academies Press. doi: 10.17226/27196.
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Page 127
Page 128
Suggested Citation:"Conclusions and Suggestions Moving Forward." National Academies of Sciences, Engineering, and Medicine. 2023. Highway Safety Behavioral Strategies for Rural Areas. Washington, DC: The National Academies Press. doi: 10.17226/27196.
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Page 128

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126 Conclusions and Suggestions Moving Forward Although Phase 1 of the project did not yield the anticipated results, the research team believes they were able to create a toolkit and training that will be extremely useful for practitioners working to adapt and implement behavioral strategies in rural and tribal areas. The toolkit and training are also complementary to the recently released GHSA, State Farm funded, report America’s Rural Roads: Beautiful and Deadly (GHSA 2022). Suggestions for assessing the effectiveness of the guidance are shown in Table 40.

127 Table 40: Suggestions for Assessing the Effectiveness of the Guidance Outcomes Indicators Potential Methods Awareness Awareness of the guidance document and training video Number of documents/ resources that reference the guidance Survey of rural and tribal professionals who might be involved in traffic safety regarding the resources they use Survey of individuals who provide technical assistance on rural and tribal traffic safety (e.g., LTAP directors) Web search of references to guidance Utilization Downloads of the guidance Analytics on the training video (number of times watched, video completion rate) Number of copies distributed at conferences Website analytics Tracking at conferences Beliefs & Behaviors Self-efficacy (i.e., confidence) on developing logic models, traffic safety planning, identifying/selecting/ adapting countermeasures/ strategies, evaluative thinking Willingness to adapt a countermeasure/strategy Behaviors including developing a logic model, planning, identifying/selecting/adapting countermeasures/strategies, and evaluative thinking (e.g., establishing and tracking process measures) Self-report survey of guidance users (perhaps include link in the guidance and/or require sharing email address when downloading) Reports by technical assistance providers (e.g., LTAPs) about others who are using the guidance Consequences Deployment of countermeasures/ strategies in rural and tribal settings Deployment of adapted countermeasures/strategies in rural and tribal settings More evaluations of adapted countermeasures/strategies in rural and tribal settings Self-report survey of guidance users (perhaps include link in the guidance and/or require sharing email address when downloading) Stories from practitioners (perhaps collected online from a link in the document) Reports by technical assistance providers (e.g., LTAPs) about others who are using the guidance

128 Additionally, the project identified a few additional research suggestions including: • Evaluations for behavioral strategies in rural areas. There is a great need for evaluations of evidence-based strategies in rural settings that also contain a control group. • Definition of rural. Many agencies and organizations continue to try to find the best data analysis to help further quantify the definition of rural, unique rural characteristics, and rural risk factors. This project was able to build off previous research conducted on this topic and although the results were found to have a lot of variation by county and road type with the small sample size of data available, there is the opportunity for future research to continue building off of this methodology with additional data. • Countermeasures for Agriculture and Extraction counties. This research project identified a uniqueness in this county type related to culture and norms surrounding speeding and drunk driving. There is an opportunity for additional research on this topic to identify and evaluate a relevant countermeasures program. • Rural specific education programs. This project identified that rural specific education, both school driver’s education programs and public awareness campaigns are valuable. However, few of these programs exist. There is an opportunity to create and evaluate more rural specific educational programs or rural specific information to include in existing programs. This information would be valuable for both rural and urban drivers.

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Rural roads have a higher risk of fatality or serious injury than urban roads due to factors such as varying terrain, wildlife, and long distances between services.

BTSCRP Web-Only Document 4: Highway Safety Behavioral Strategies for Rural Areas, from TRB's Behavioral Transportation Safety Cooperative Research Program, documents the overall research effort that produced BTSCRP Research Report 8: Highway Safety Behavioral Strategies for Rural and Tribal Areas: A Guide. Supplemental to the document is a PowerPoint presentation that outlines the project.

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