Communicating Safe Behavior Practices to Vulnerable Road Users (2023) / Chapter Skim
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Chapter 2 Background and Literature Review Foundational to the development of successful outreach messages is an understanding of the scientific basis for behavioral change for each population under consideration. Here, the research team conducted a deep dive into the literature surrounding general behavioral change as well as the history of specific public health change programs, both within and outside the transportation domain.
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This project focused on improving roadway safety for pedestrians, bicyclists, and motorcyclists, who are among the most physically vulnerable users on U.S. roadways and who account for a substantial portion of roadway deaths.
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Behavior Change Theory Summary Table Table 4. Summary of Theories Abbreviation Theory Name Keywords Summary Notable Limitations Example Reference(s)
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Abbreviation Theory Name Keywords Summary Notable Limitations Example Reference(s) PWM Prototype Cognition & Emphasizes that heuristics underly Gerrard et al.
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Theory of Reasoned Action (TRA) The Theory of Reasoned Action (TRA)
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Practical advantages of the model included its applicability to practitioners, enabling a theoretical foundation to be translated into practice in a relatively straightforward manner given the discrete stages that individuals are expected to transition through. The SCM is distinguished from more behavioristic models like the TRA by focusing specifically on internal states (like "motivation")
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levels may transfer to traffic safety behavioral change, as will be seen below in the discussion of Ward et al.'s (2018) model of traffic safety culture change.
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Engquist, 1992) , and the development of intervention programs has been based on these and other related studies (e.g., Champion et al., 2006)
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them as bases for specific models of how to adapt theoretical models of behavior prediction into actionable plans to translate research findings into campaigns for public health and roadway safety. Knowledge to Action Framework (K2A)
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that can affect receptivity, including factors like the credibility and attractiveness of the communicator, demographics and cultural values of the audience, style and modality of the message itself, etc. The PHM provides a valuable condensation of several behavioral theories discussed above that have the potential to directly support VRU safety message development.
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undesirable behavior. For example, in this study, they suggested that demonstrations of how cannabis can affect memory and attention, resulting in driving frustrations, may be more beneficial in behavioral change than trying to scare message recipients.
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age students have also been shown to engage in high levels of alcohol consumption and binge drinking, which suggests alcohol intoxication is a normative behavior and therefore more accepted (Hingson et al., 2009; Presley et al., 2002)
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Politically, residents of rural areas tend to be more conservative (Gimpel et al., 2020; Pew Research Center, 2018) , which has been associated with reduced trust of government and medical experts (Baumgaertner et al., 2018)
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associated with lower perceived risk (Ngueutsa & Kouabenan, 2017)
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numerous ways of identifying motivations, including the use of specific tools like value ladders (the Ward model) to identify high-level factors that can influence behavior.
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internet users utilize ad blockers that limit the reach of groups advertising on websites, social media platforms, etc. Finally, as noted in the section on Traffic Safety Culture above, when developing messaging campaigns, it is important to take cultural aspects into account in all aspects of campaign development.
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Data Availability/Quality and Campaign Evaluation When determining the best way to design and deploy behavioral change messages, it is important to consider the best way(s) to evaluate the degree to which messaging campaigns accomplish their intended goals.
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Outcome Description Example Measurement Variables Metric Behavior • To what extent do road users exhibit actual • Number of traffic citations behavior change following campaigns, • Frequency/severity observations of relative to pre-campaign behaviors? specific behaviors • Traffic citations associated with specific o From dedicated observations risky behaviors, such as speeding or DUIs o From roadside surveys • Naturalistic driving data can be used to assess risky driving behaviors, such as distracted or drowsy driving • Traffic cameras can also provide observation data about behaviors Reduced • At the highest level, have campaigns • Number of crashes by crash type Crashes achieved their ultimate goal of reducing • Number of crashes in a specific locality crashes in the target area?
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severity with the goal of preventing fatalities. Unfortunately, miscommunication and misunderstanding occur, as rules and regulations may overlap among VRU groups.
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Pedestrians Pedestrians Bicyclists Motorcyclists •Nightime road-entry •Alcohol & decision- •People aged 46–65 •Alcohol use at night behavior making at night in urban locations Figure 1. VRU groups and behaviors Data Sources.
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Table 7. Search Terms Campaigns Behaviors/Characteristics VRU Groups Communications Middle aged Gender and risk perception Pedestrian campaigns Cycling safety Gender and risk taking Bicyclist Traffic safety campaign Motorcycle safety Protective behaviors for acute Motorcyclist Transportation safety Running safety injuries campaign Walking safety Helmet use (cyclist)
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Figure 2. Process for article inclusion When conducting the environmental scan, studies published between 2011 and 2021 that were listed as references in key papers or other gray literature within that time frame were included.
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down to 1,933 articles deemed potentially relevant based on screening by title. Initial abstract review led to the exclusion of an additional 1,547 articles that were not about behavioral change campaigns targeting pedestrians, bicyclists, or motorcyclists, or did not describe the components of the communication campaign.
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Table 8. VRU Campaign Findings Effective Promising Domestic International Total VRU Group Campaigns Campaigns Campaigns Campaigns Campaigns Pedestrian Communication and 3 5 5 3 8 Education Campaigns Bicyclists Communication and 2 0 1 1 2 Education Campaigns Pedestrian and Bicyclists 3 5 6 2 8 Communication and Education Campaigns Motorcyclists Communication and 3 1 3 1 4 Education Campaigns Total 11 11 15 7 22 Assessment Conclusions Campaigns targeting VRU groups can benefit from a theoretical framework or foundation Theoretical foundation and incorporation of theoretical constructs have consistently been part of road safety and health communication campaigns.
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(Bailey et al., 2015; New York State Governor's Traffic Safety Committee, 2021) indicated that pedestrian safety communication campaigns may benefit from incorporating various communication channels that not only improve education about pedestrian safety, but also improve the infrastructure and walkability of neighborhoods, as well as improve law enforcement policies and regulations for jaywalking or walking while intoxicated.
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Limitations Given the nuances of the four specific high-risk scenarios for the VRU groups of interest, there are limitations to this literature review and environmental scan. First, the literature review initially yielded a large number of articles for evaluation because of the broad scope of the terms.
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