Pedestrians
Pedestrian safety ads feature damage to cars, not people
With dozens of people struck by cars every month in the District, pedestrian and bicycle safety is a serious concern. The Metropolitan Washington Council of Governments (MWCOG) has introduced a new street safety campaign for 2011 with the intent of addressing inter-modal accidents.
However, the new ads from the Street Smart public safety program that are now appearing on area billboards and bus shelters send the wrong message. In the ads, a damaged car is shown after what appears to be an accident with a pedestrian or bicyclist, both of which are proportionally much larger.
The ads feature several warnings, such as "Get Real...Wait for the Walk" to "Watch for Bicyclists When Turning." But the defining feature in each image is that the car, not the pedestrian or cyclist, is the only injured party during a crash.
Previous ad campaigns from the MWCOG have been particularly noteworthy. One launched in 2008 depicts a car violently hitting a person on foot. The ads were clearly meant to shock both drivers and pedestrians into being more aware of their surroundings in order to avoid collisions; they were so effective that I still remember them now, several years later.
The new ads, on the other hand, remind me of times as a kid when I accidentally fell while walking. My dad would ask, jokingly, if the sidewalk was hurt in the fall, which took my mind off a skinned knee or bruised arm. While I was just fine after a minor stumble, pedestrians and bicyclists hit by vehicles are not often so lucky.
Everyone should follow traffic safety laws, but the idea that it's only the car that gets damaged in a pedestrian accident defies logic. MWCOG's Street Smart program is an important one, and this iteration of ads could be substantially less effective than what the council has produced in the past.
Correction: The ads as listed on the StreetSmart website have yellow borders reading "A Giant Pedestrian (or Bicycle) Safety Problem." Several people pointed out that this should be considered part of the creative. I've updated the images to include that, and also show both versions of the pedestrian and bicycle ads with different taglines.
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So the best they can do is to go after the most vulnerable road users? Are pedestrians REALLY the problem or is it the drivers? My money's on the latter...just judging by what I see everyday when I try to cross my little section of RI Ave. Freakin ridiculous!
by thump on Mar 25, 2011 12:46 pm • link • report
The previous PSAs showing the pedestrians, coffee (formerly) in hand, being hit by a vehicle, were much more effective.
by engrish_major on Mar 25, 2011 12:55 pm • link • report
What *might* serve to motivate that type of driver is the notion that their car is going to be heavily damaged by a crash with a bicyclist or pedestrian, or that it will at least be a greater inconvenience to be involved in a crash than it is to stop at crosswalks.
I had been hoping the last campaign's images might have served to at least remind my fellow downtown pedestrians that just because they have right of way, that doesn't mean there is some magical forcefield surrounding them when they step out into the street. However, that certainly doesn't seem to be in evidence from the behaviors I see every day (e.g., crossing in the middle of the street, crossing against the signal, distracted crossing [texting, talking on phone, fiddling with an iPod]).
by Prin on Mar 25, 2011 12:55 pm • link • report
I'm terrified that with these new ads, drivers will only look for pedestrians who tower above the city skyline!
by AR on Mar 25, 2011 12:56 pm • link • report
by Tina on Mar 25, 2011 1:02 pm • link • report
However, I can also see the ped perspective of these ads. At least for the first one, the key is the phrase "Get real..." The 100' woman crossing the street is often how entitled pedestrians feel, invulnerable. "Get real" instructs them to realize that they are NOT as the ad depicts.
However, that concept completely fails on the other two ads, especially since they're missing the only thing that ties the graphic to the message, the words "Get real."
by MDE on Mar 25, 2011 1:06 pm • link • report
by David C on Mar 25, 2011 1:09 pm • link • report
by David Alpert on Mar 25, 2011 1:12 pm • link • report
Again, I agree that the ads aren't effective, but I do not believe that they are purposely "pro-car."
by Amin on Mar 25, 2011 1:15 pm • link • report
Actually, the previous campaigns, although shocking, are targetted to the non-driver: "Cross like your life depends on it." This is for drivers, and I think it looks good.
(No I don't have a foot fetish. Geeze.)
by OctaviusIII on Mar 25, 2011 1:20 pm • link • report
by M on Mar 25, 2011 1:23 pm • link • report
by Ben Ross on Mar 25, 2011 1:39 pm • link • report
My complaint is that the bulk of the ads I've seen on buses and bus shelters advise pedestrians to wait for the walk signal. But the campaign also includes an ad that is more aimed at drivers and I haven't yet seen that one on the street.
by Mo on Mar 25, 2011 1:42 pm • link • report
(Heinlein)
by Omri on Mar 25, 2011 1:42 pm • link • report
I thought it was clever - the point of public safety advertising is to get people to think, and create a memorable image, and these ads seems to me more likely to capture and hold one's attention than the usual "cross with walk sign, be careful, yadda yadda, blah blah"
But from the reactions of people here (some of whom actually seem to think it is intended to advise drivers that their cars will be damaged if they hit somebody!), I now think its too subtle, and is likely to just confuse people.
by Mike on Mar 25, 2011 1:52 pm • link • report
http://goo.gl/j9gCU
(Onion article, contains 4-letter words.)
by MLD on Mar 25, 2011 2:06 pm • link • report
by SJE on Mar 25, 2011 2:18 pm • link • report
To follow Omri's comment: "If men were angels, no government would be necessary." (Federalist 51)
by SJE on Mar 25, 2011 2:22 pm • link • report
by Adam L on Mar 25, 2011 2:26 pm • link • report
Honestly the MPD simply needs to ticket jaywalkers and at the same time ticket drivers who refuse to stop for people crossing legally or those who block crosswalks.
by Ryan S. on Mar 25, 2011 2:42 pm • link • report
by GT on Mar 25, 2011 2:43 pm • link • report
I don't think they're actually trying to tell motorists that pedestrians can do serious damage to cars. If they wanted to say that, they wouldn't use a super-huge person.
by Tim on Mar 25, 2011 2:46 pm • link • report
While the headline makes a little more sense (the ads are still corny at best, ineffective at worst), that text doesn't appear on all the ads as printed.
by Adam L on Mar 25, 2011 2:48 pm • link • report
The Street Smart campaign always coincides with additional enforcement by police.
>You've only posted a portion of the creative. You've omitted the headline which reads, "A Giant Pedestrian Safety Problem"
The headline was added at the last minute specifically because the ad was confusing without it.
by BeyondDC on Mar 25, 2011 3:29 pm • link • report
I can understand how someone tried to come up with a clever idea and ended up with something that makes no sense to anyone but him. That's the danger of trying to brainstorm new ideas. But someone along the line should have pointed out that the result sucks.
by David desJardins on Mar 25, 2011 3:48 pm • link • report
by Bossi on Mar 25, 2011 3:57 pm • link • report
I don't know if I'm in the minority or what, but when I'm crossing the street I have a pretty good idea that I'm the most vulnerable user and I act accordingly. That the smart, involved, aware people here on GGW sorta kinda get the message of this PSA doesn't bode well for it's effectiveness on people who aren't smart/aware enough to pay attention crossing a street.
Again...the problem isn't pedestrians, it's careless drivers!
by thump on Mar 25, 2011 4:13 pm • link • report
I'm doubtful about that. Do you have evidence?
by David desJardins on Mar 25, 2011 4:16 pm • link • report
My second thought was that these are fairly close to my own fantasy ad: There's a car blocking a crosswalk (traffic light is red for the car) and Godzilla's giant foot is poised mid-air, about to come down and smash it. But my fantasy caption is just: "Don't block the crosswalk".
I also am not crazy about the "Cross after the bus leaves the stop" message. If the bus stop is in the middle of a block, we (generally) shouldn't be crossing there anyway. If it's right before a crosswalk, as many (including the one in the picture) are, then we either have the right of way (if we have a walk signal or if it's unsignaled) or we don't (if it's signaled and we don't have the light). I also don't understand how crossing before the bus left the stop led to the car being damaged. Both the bus and the ped look fine. The written message just encourages bus drivers to violate pedestrian rights, but I think the overall ad would just lead someone to go "Huh?"
I'm reading Peter Norton's "Fighting Traffic" book and one of the historical tidbits he includes is that in the 1920's, many cities had "traffic safety weeks" and some cities had marches -- in DC, there was a march that included graphic reminders of the consequences of traffic violence -- coffins, skeletons, etc. -- "parading" down Pennsylvania Avenue. Maybe we need to return to the past.
by Eileen on Mar 25, 2011 4:17 pm • link • report
No, the problem is careless people whether they be drivers, pedestrians or bicyclists.
by Some Ideas on Mar 25, 2011 4:27 pm • link • report
by David C on Mar 25, 2011 4:37 pm • link • report
Let's take bicycling. If we could change one thing cyclists do and one thing drivers do so as to make things safer, is this what we would choose? getting cyclist to obey traffic control devices and drivers to watch for cyclists when turning? It's not what I would choose. What does "watch for bicyclists" or pedestrians even mean? It's so innocuous as to not really give anyone a positive action.
For the bike ads, I'd go with "Always use lights and reflectors at night" and add that "though only 10% of cycling is at night, half of all fatalities occur after dark." And for drivers I'd go with "Give three feet when passing" (since asking them not to speed will probably have no effect) - I suspect many people don't know that's the law.
I'm not as well versed in causes of ped-car crashes, but my point is that the ads should be tied to 1) Behavior that is dangerous and 2) Behavior that can be changed.
by David C on Mar 25, 2011 4:47 pm • link • report
I invite you to go to any corner in any area of the city or it's surroundings with a pen, paper and a clipboard and mark each time you see a pedestrian NOT paying attention vs a driver NOT paying attention. To clarify, my idea of a pedestrian not paying attention would be someone who didn't look both ways before leaving the curb or looking down at a mobile device/book/paper etc. while stepping off and perhaps something else I'm not thinking of. Just talking on a phone or listening to an ipod would not, to me, constitute not paying attention. I would, however, consider a driver talking on a phone or listening to an ipod or reading to be not paying attention. The big difference to me is speed of the mode..the amount of distance one would cover in a second, let's say. That second of inattention in a vehicle traveling at 25 (the posted speed that no one obeys around here)=36.7 ft. If you're trying to text or dial a number you're talking 3-5 seconds??? Plenty of time to miss that pedestrian crossing legally in a crosswalk (marked or unmarked).
My biggest point with these PSA's is that they seem to target the most vulnerable users. Exactly the opposite of a good strategy.
by thump on Mar 25, 2011 4:53 pm • link • report
I think that's a strange choice. This might make cyclists more comfortable, but I don't think it's how most auto-bike collisions occur, from shading the distance and cutting it too close. They mostly occur in situations where for one reason or other the car or bike is just in the wrong place---cars drifting onto shoulders, right hooks, turning left and not seeing the bike at all---and the difference between 2 feet or 3 feet is completely irrelevant.
by David desJardins on Mar 25, 2011 4:53 pm • link • report
This isn't just unscientific, it isn't even on point. If you're going to make claims about the cause of most crashes, you have to look at actual crashes. It's entirely consistent with your anecdotal observations that speeding is endemic and yet most crashes are caused by other factors.
by David desJardins on Mar 25, 2011 4:55 pm • link • report
Yes. Is that so bad?
by Neil Flanagan on Mar 25, 2011 4:57 pm • link • report
No, obviously encouraging cycling is a good thing (imho). But it doesn't contribute to safety, which I thought was the point of these ads. It's just a different objective. I would make a different set of PSAs if I was trying to encourage cycling, than if I were trying to make it safer.
by David desJardins on Mar 25, 2011 5:07 pm • link • report
Even if what you say is true, what PSA would you create for this "Don't drift onto the shoulder"? "See cyclists who you don't see"? I'm trying to come up with something simple and proactive. Giving three feet with passing fits the bill.
the difference between 2 feet or 3 feet is completely irrelevant.
If someone misjudges it by 2 feet 2 inches it isn't. There are plenty of examples I could cite (Yoram Kauffman comes to mind) of cyclists who were killed by overtaking drivers who saw them, but misjudged the passing distance.
by David C on Mar 25, 2011 5:18 pm • link • report
Again, by targeting the most vulnerable road users, these PSA's miss the mark.
by thump on Mar 25, 2011 5:20 pm • link • report
Please do cite them, with evidence. Do you have the police report? I'm not specifically familiar with Yoram Kaufman's accident, but the only discussion of the circumstances that I could find online says that he was actually engaged in a turn at the time of the crash. I'd like to see your facts.
http://sports.groups.yahoo.com/group/cpabc/message/172
by David desJardins on Mar 25, 2011 5:26 pm • link • report
But there weren't any crashes in your data! So it can't tell you much of anything about how crashes occur. Maybe there are thousands of speeding, distracted drivers, but they mostly don't cause crashes, and the crashes tend to occur on the rarer occasions when a pedestrian is inattentive or misbehaves. You can only tell by looking at actual crashes.
by David desJardins on Mar 25, 2011 5:28 pm • link • report
And where is your data?
by Neil Flanagan on Mar 25, 2011 5:42 pm • link • report
by Tina on Mar 25, 2011 5:56 pm • link • report
Data for what? I'm saying the situation is unclear. You don't need data to be unsure about something; being unsure is exactly what happens in the absence of data.
by David desJardins on Mar 25, 2011 5:57 pm • link • report
His data tells us that speeding is endemic. Well, duh. I think we all knew that. But that doesn't tell us anything at all about how often speeding causes crashes.
by David desJardins on Mar 25, 2011 6:00 pm • link • report
by Tina on Mar 25, 2011 6:06 pm • link • report
by Tina on Mar 25, 2011 6:08 pm • link • report
by David desJardins on Mar 25, 2011 6:12 pm • link • report
No, there weren't any crashes...just a lot of close calls. NONE of them the fault of the user least able to protect herself.
The PSA's should go after drivers, not peds.
by thump on Mar 25, 2011 6:13 pm • link • report
Huh? That's precisely what I said, that the situation is unclear, and this is one of many possibilities. That's what the word "maybe" means: it might be true, or it might not be true.
by David desJardins on Mar 25, 2011 6:17 pm • link • report
So the hypothesis is wwhat causes these undesireable interactions. I hypothesize its because drivers do not feel they are expected to be cautious of pedetsrians and to give way to them. Its just as easy for a driver to disregard the right-of-way of a pedestrian while drving the speed limit, or even under it, as it is while speeding. One may further hypothesize that this careless attitude towards pedestrians contributes to speeding. But we are interested in the close call interaction, not speeding.
The next question is how to modify drivers behavior to reduce close call interactions and increase incidences of drivers' giving peds their right of way.
by Tina on Mar 25, 2011 6:22 pm • link • report
by David desJardins on Mar 25, 2011 6:27 pm • link • report
by SJE on Mar 25, 2011 6:37 pm • link • report
For those reasons, I would like to see more enforcement of existing laws (given the high probability/certainty of spotting illegal behavior in any given minute) and some more serious analysis of the causes in fatal and serious incidents.
by SJE on Mar 25, 2011 6:45 pm • link • report
Again my primary hypothesis is that drivers do not think they are seriously expected to respect pedestrians' right-of-way and this leads to close-calls, the causes of which are highly correlated with/the same as the causes of crashes. There is existing evidence to support this hypothesis. One example of this evidence is that the MPD has recognized that the greater cultural environment in which drivers are not seriously expected to respect pedestrians affects the judgement of officers in the way they handle car-ped crashes leading to repeated incidences in which officers have gone to hospitals to issue tickets to struck pedestrians (see GGW post from earlier this week)
by Tina on Mar 25, 2011 7:01 pm • link • report
I see good reasons to doubt this hypothesis. Are you saying that "the causes of the two types of incidences are highly correlated" is a fact, or is it part of your hypothesis? I've never seen any data that would support this claim, and I seriously doubt it.
For example, people overtaking without leaving as much room as they should is undoubtedly a source of "close calls", yet, from everything I have seen, it is very infrequently a source of crashes. Conversely, if a car turns left without yielding because the driver doesn't see the cyclist or the driver actually has the right of way, then a high percentage of "close calls" will actually become "crashes". The ratio of "close calls" to "crashes" seems to me likely to be very, very different in different types of situations.
by David desJardins on Mar 25, 2011 7:18 pm • link • report
This is hardly a statement of uncertainty. You are not being consistent in your fetishization of scientific process.
by Neil Flanagan on Mar 25, 2011 10:43 pm • link • report
It's also not the sentence that I wrote. It's a subordinate clause. How dishonest can you be? This is like taking someone who wrote, "I doubt that pigs can fly," and accusing them of claiming, "pigs can fly," by pulling those words out of the sentence as if they were a standalone quote.
by David desJardins on Mar 25, 2011 10:46 pm • link • report
by TGEoA on Mar 26, 2011 12:20 am • link • report
by Buntz on Mar 26, 2011 8:59 am • link • report
I find interesting that I have been very critical of the last Street Smart Campaign while Adam likes it.
How Cars Won the Early Battle for the Streets
http://www.baltimorespokes.org/article.php?story=20110207110910234
Alert: The head of Maryland's Highway Safety Office - improving pedestrian safety?
http://www.baltimorespokes.org/article.php?story=20110120171702960
New 'Get The F*** Outta The Road' Program Aims To Increase Pedestrian Safety
http://www.baltimorespokes.org/article.php?story=20100813104440316
(Notes how well our old campaign blended in with the Onion article.)
I have heard that part of this years enforcement for Maryland is to bring out of obscurity
§ 21-504. Drivers to exercise due care to avoid colliding with any pedestrian.
by Barry Childress on Mar 26, 2011 10:53 am • link • report
Secretary of Transportation Responds - Things have gotten better in the last three years
http://www.baltimorespokes.org/article.php?story=20110318114606250
by Barry Childress on Mar 26, 2011 10:58 am • link • report
I think I misread your original quote. I'm sorry for that. Nonetheless, the implication is highly counter-intuitive and runs against my experience and established science about reaction times, momentum, etc, and these alternative hypotheses are not helpful.
by Neil Flanagan on Mar 26, 2011 1:02 pm • link • report
Please do cite them, with evidence. Do you have the police report?
Police reports? Of course. I have hundreds of biycle fatality related police reports at my fingertips. Doesn't everyone?
Turn it down a notch there David, this is the comment section of a niche blog, not the Supreme Court.
I'm willing to take the time to dig up some more examples from my memory and the internet, but I'd need to know that I was doing more than trying to win a pissing contest [Though I do love a good pissing contest and I'm proud to say that I spent several years on the semi-pro pissing circuit in New England where accuracy scores more than distance].
I gave a suggestion for the education campaign. You thought it a strange choice. I explained why I thought it wasn't. Now you want me to prove that what I think is true.
How about you give me a better PSA. In the absence of a better PSA, I'm going to assume mine is the best, in which case this is all moot.
I'm not specifically familiar with Yoram Kaufman's accident, but the only discussion of the circumstances that I could find online says that he was actually engaged in a turn at the time of the crash. I'd like to see your facts.
Well, I knew Yoram. We worked together. I was there shortly after the crash (though I didn't know it at the time). Barry is a good guy, but I think his source is wrong. Yoram was hit on a long straight section of Soil Conservation Road, not anywhere near an intersection.
On the family's website they wrote "According to the driver, as she moved her vehicle across the double yellow line to get around Dad, he turned his head, noticed the oncoming vehicle, was startled, and collided with it." But frankly that doesn't sound realistic to me. No way you don't notice a car behind you or suddenly turn into it. I think she wasn't giving him enough space.
by David C on Mar 26, 2011 2:37 pm • link • report
http://www.nycbikemaps.com/spokes/look-new-nyc-bike-safety-ad-campaign/
Re: Yoram
Just after the crash there were two stories floating around one had Yoram trying to do a u-turn to avoid a difficult intersection and the other had him going straight.
I have been contacted by Yoram's family and the going straight is the correct story. The tragedy in this story IMHO is the driver was doing 50mph in a 35mph zone (IIRC) and not cited.
I will note my speculation in all this is I noticed a tendency to "explain" why Yoram ended up on the left side of the road with a left movement by Yoram. This is totally unnecessary as a fast passing car that "nicks" a cyclist handlebars will send the cyclist flying with a left vector.
Similarly with the resent crash in Baltimore, is there an effort to "explain" a right vector by the cyclist as the cyclist trying to pass on the right or did the car simply slow down and start turning while passing a cyclist causing the now faster cyclist handlebars to snap left, catapulting the cyclists with a right vector?
Again all this is speculation as I don't know how the investigation concluded its "facts." But it would be a real shame that evidence that should have shown that the car passed Yoram too close was misinterpreted as Yoram contributed to the crash and similarly with the crash in Baltimore.
I mention all this as someone needs to keep an eye on this issue to confirm or deny that the police are doing proper bicycle crash investigations or are they oversimplifying car physics onto bicycles?
by Barry Childress on Mar 27, 2011 10:58 am • link • report
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