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Suggested Citation:"Front Matter." National Academies of Sciences, Engineering, and Medicine. 2018. A Strategic Approach to Transforming Traffic Safety Culture to Reduce Deaths and Injuries. Washington, DC: The National Academies Press. doi: 10.17226/25286.
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Suggested Citation:"Front Matter." National Academies of Sciences, Engineering, and Medicine. 2018. A Strategic Approach to Transforming Traffic Safety Culture to Reduce Deaths and Injuries. Washington, DC: The National Academies Press. doi: 10.17226/25286.
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Suggested Citation:"Front Matter." National Academies of Sciences, Engineering, and Medicine. 2018. A Strategic Approach to Transforming Traffic Safety Culture to Reduce Deaths and Injuries. Washington, DC: The National Academies Press. doi: 10.17226/25286.
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Suggested Citation:"Front Matter." National Academies of Sciences, Engineering, and Medicine. 2018. A Strategic Approach to Transforming Traffic Safety Culture to Reduce Deaths and Injuries. Washington, DC: The National Academies Press. doi: 10.17226/25286.
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Suggested Citation:"Front Matter." National Academies of Sciences, Engineering, and Medicine. 2018. A Strategic Approach to Transforming Traffic Safety Culture to Reduce Deaths and Injuries. Washington, DC: The National Academies Press. doi: 10.17226/25286.
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Suggested Citation:"Front Matter." National Academies of Sciences, Engineering, and Medicine. 2018. A Strategic Approach to Transforming Traffic Safety Culture to Reduce Deaths and Injuries. Washington, DC: The National Academies Press. doi: 10.17226/25286.
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Suggested Citation:"Front Matter." National Academies of Sciences, Engineering, and Medicine. 2018. A Strategic Approach to Transforming Traffic Safety Culture to Reduce Deaths and Injuries. Washington, DC: The National Academies Press. doi: 10.17226/25286.
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Suggested Citation:"Front Matter." National Academies of Sciences, Engineering, and Medicine. 2018. A Strategic Approach to Transforming Traffic Safety Culture to Reduce Deaths and Injuries. Washington, DC: The National Academies Press. doi: 10.17226/25286.
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Suggested Citation:"Front Matter." National Academies of Sciences, Engineering, and Medicine. 2018. A Strategic Approach to Transforming Traffic Safety Culture to Reduce Deaths and Injuries. Washington, DC: The National Academies Press. doi: 10.17226/25286.
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Below is the uncorrected machine-read text of this chapter, intended to provide our own search engines and external engines with highly rich, chapter-representative searchable text of each book. Because it is UNCORRECTED material, please consider the following text as a useful but insufficient proxy for the authoritative book pages.

A Stra ACKNOWLED This work was with the Feder which is admin Medicine. COPYRIGHT I Authors herein persons who o Cooperative R purposes. Per FMCSA, FRA, product, metho uses will give a request permis DISCLAIMER The opinions a are not necess or the program The informatio edited by TRB tegic A GMENT sponsored by t al Highway Adm istered by the T NFORMATION are responsibl wn the copyrigh esearch Progra mission is give FTA, Office of d, or practice. ppropriate ack sion from CRP nd conclusions arily those of th sponsors. n contained in t . W pproac to Red Ce W he American As inistration, and ransportation R e for the authen t to any previo ms (CRP) gran n with the unde the Assistant Se It is expected th nowledgment o . expressed or im e Transportatio his document w NC eb-Only h to Tra uce De nter for Hea estern Tra Montana Bo Cambrid Bet sociation of St was conducted esearch Board ticity of their m usly published o ts permission to rstanding that n cretary for Res at those reprod f the source of a plied in this re n Research Bo as taken direct HR Docume nsform aths a lth and Safe nsportation State Unive zeman, MT with ge Systema hesda, MD  ate Highway an in the Nationa (TRB) of the N aterials and for r copyrighted m reproduce ma one of the mate earch and Tec ucing the mate ny reprinted or port are those o ard; the Nation ly from the subm P nt 252: ing Tra nd Injur ty Culture Institute rsity tics Con d Transportatio l Cooperative H ational Academ obtaining writte aterial used he terial in this pub rial will be used hnology, PHMS rial in this docu reproduced ma f the researche al Academies o ission of the a ffic Saf ies tractor’s Repor n Officials (AAS ighway Resea ies of Science n permissions f rein. lication for clas to imply TRB, A, or TDC endo ment for educat terial. For oth rs who perform f Sciences, Eng uthor(s). This m ety Cult t for NCHRP Pr Submitted Ja HTO), in coop rch Program (N s, Engineering, rom publishers sroom and not AASHTO, FAA rsement of a p ional and not-fo er uses of the m ed the researc ineering, and M aterial has not ure oject 17-69 nuary 2016 eration CHRP), and or -for-profit , FHWA, articular r-profit aterial, h. They edicine; been

The National Academy of Sciences was established in 1863 by an Act of Congress, signed by President Lincoln, as a private, non- governmental institution to advise the nation on issues related to science and technology. Members are elected by their peers for outstanding contributions to research. Dr. Marcia McNutt is president. The National Academy of Engineering was established in 1964 under the charter of the National Academy of Sciences to bring the practices of engineering to advising the nation. Members are elected by their peers for extraordinary contributions to engineering. Dr. C. D. Mote, Jr., is president. The National Academy of Medicine (formerly the Institute of Medicine) was established in 1970 under the charter of the National Academy of Sciences to advise the nation on medical and health issues. Members are elected by their peers for distinguished contributions to medicine and health. Dr. Victor J. Dzau is president. The three Academies work together as the National Academies of Sciences, Engineering, and Medicine to provide independent, objective analysis and advice to the nation and conduct other activities to solve complex problems and inform public policy decisions. The National Academies also encourage education and research, recognize outstanding contributions to knowledge, and increase public understanding in matters of science, engineering, and medicine. Learn more about the National Academies of Sciences, Engineering, and Medicine at www.national-academies.org. The Transportation Research Board is one of seven major programs of the National Academies of Sciences, Engineering, and Medicine. The mission of the Transportation Research Board is to increase the benefits that transportation contributes to society by providing leadership in transportation innovation and progress through research and information exchange, conducted within a setting that is objective, interdisciplinary, and multimodal. The Board’s varied committees, task forces, and panels annually engage about 7,000 engineers, scientists, and other transportation researchers and practitioners from the public and private sectors and academia, all of whom contribute their expertise in the public interest. The program is supported by state transportation departments, federal agencies including the component administrations of the U.S. Department of Transportation, and other organizations and individuals interested in the development of transportation. Learn more about the Transportation Research Board at www.TRB.org.

C O O P E R A T I  V E  R E S E A R  C H  P R O G R A M S  CRP STAFF FOR NCHRP Web-Only Document 252 Christoper J. Hedges, Director, Cooperative Research Programs Lori L. Sundstrom, Deputy Director, Cooperative Research Programs Camille Crichton-Sumners, Senior Program Officer Megan A. Chamberlain, Senior Program Assistant Eileen P. Delaney, Director of Publications Natalie Barnes, Associate Director of Publications Kathleen Mion, Senior Editorial Assistant NCHRP PROJECT 17-69 PANEL AREA SEVENTEEN: TRAFFIC--SAFETY Terecia W. Wilson, Clemson University, Prosperity, SC (Chair) Lindsay Arnold, AAA Foundation for Traffic Safety, Washington, DC Leanna Depue, Belton, TX James M. "Jim" Ercolano, New York State DOT, Albany, NY Katie R. Fleming, Minnesota DOT, Roseville, MN Joe Horton, California DOT, Sacramento, CA Andrew "Andy" Kaplan, Port Authority of New York and New Jersey, Jersey City, NJ Kristy K. Rigby, Utah Department of Public Safety, Salt Lake City, UT Marie B. Walsh, Louisiana State University, Baton Rouge, LA Chimai Nguyen Ngo, FHWA Liaison Kelly K. Hardy, AASHTO Liaison Bernardo Kleiner, TRB Liaison AUTHOR ACKNOWLEDGMENTS The Center for Health and Safety Culture at Montana State University (MSU), Bozeman, Montana and Cambridge Systematics, Inc. performed the research reported herein under NCHRP Project 17-69. The authors are grateful to Peter Kissinger (CEO of AAA Foundation for Traffic Safety), Wes Lum (California Department of Transportation, retired) and Barry Watson (CEO of Global Roadway Safety Partnership) for their review and comments of the research in this report.

Contents Summary ............................................................................................................................. 1 Background ......................................................................................................................... 3 Chapter 1: An Introduction to Terminology and Theory ................................................... 5 1.1 Traffic Safety and Public Health ............................................................................... 5 1.2 The Role of the Road User ........................................................................................ 6 1.3 The Role of the Social Environment ......................................................................... 7 1.4 Defining Traffic Safety Culture .............................................................................. 10 1.5 Modeling Traffic Safety Culture ............................................................................. 12 1.6 Measuring Traffic Safety Culture ........................................................................... 14 1.6.1 Measuring Behavior ......................................................................................... 22 1.7 Analyzing Traffic Safety Culture Data ................................................................... 22 1.7.1 Descriptive ....................................................................................................... 23 1.7.2 Prediction ......................................................................................................... 25 1.7.3 Assessment ....................................................................................................... 27 1.7.4 Evaluation ........................................................................................................ 30 1.8 Traffic Safety Culture-Based Strategies ................................................................. 32 1.9 Examples of Traffic Safety Culture-Based Strategies ............................................ 34 1.9.1 Value-Based Strategy Example ....................................................................... 34 1.9.2 Normative Belief-based Strategy Example (Perceived Norms) ...................... 36 1.9.3 Normative Belief-based Strategy Example (Prototype Image) ........................ 37 1.9.4 Control Belief-based Strategy Example (Perceived Control) .......................... 38 1.10 TSCB Strategies and Roadway Safety Campaigns ............................................... 39 1.11 Laws and Enforcement as TSCB Strategies ......................................................... 42 1.12 Developing a Strategic Approach to Transform Traffic Safety Culture ............... 42 Chapter 2: Guidance on a Process to Develop a Strategic Approach .............................. 48 2.1 Introduction ............................................................................................................. 48 2.1.1 Leading the Process ......................................................................................... 48 2.1.2 Level of Society ............................................................................................... 50 2.1.3 Process Overview – Phases and Steps ............................................................. 50 2.2 Guidance for Strategic Approach ............................................................................ 52 v

Step 1.1 Create concern ............................................................................................ 55 Step 1.2 Identify, select and recruit stakeholders ..................................................... 56 Step 1.3 Form or join a coalition .............................................................................. 60 Step 2.1 Gather prevalence and consequence data ................................................... 62 Step 2.2 Assess traffic safety culture ........................................................................ 64 Step 2.3 Assess existing strategies / system interactions .......................................... 66 Step 3.1 Prioritize traffic safety behavioral hazards ................................................. 69 Step 3.2 Prioritize traffic safety culture beliefs ......................................................... 71 Step 3.3 Prioritize strategies and opportunities for system change .......................... 73 Step 3.4 Develop logic models for change ............................................................... 77 Step 3.5 Develop a program of strategies spanning the social environment ............ 79 Step 4.1 Plan for strategy development .................................................................... 81 Step 4.2 Plan for piloting strategies including evaluation ........................................ 83 Step 4.3 Implement and evaluate pilot ...................................................................... 85 Step 4.4 Revise strategies based on evaluation ......................................................... 87 Step 5.1 Plan for implementation and monitoring .................................................... 88 Step 5.2 Implement strategies ................................................................................... 89 Step 5.3 Monitor evaluations and revise strategies as needed .................................. 90 Chapter 3. Integrating the Strategic Approach into Agency Planning Processes ............ 91 3.1 Organization Safety Culture ................................................................................... 91 3.2 Transformation of Organization Safety Culture ..................................................... 93 3.3 Safety Planning Process .......................................................................................... 94 Chapter 4. Conclusions and Next Steps ............................................................................ 97 4.1 Conclusion .............................................................................................................. 97 4.2 Next Steps ............................................................................................................... 98 References ....................................................................................................................... 100 Appendix A – A List of Talking Points Based on the Introduction to Help Gain Leadership Support for Traffic Safety Culture Paradigm .............................................. A-1 Appendix B – Guidelines for Design of Surveys (Task 2 Report) ................................. B-1 Appendix C – Samples Required in Representative Surveys ......................................... C-1 vi

Appendix D – Existing Traffic Safety Data Sources ...................................................... D-1 Appendix E – Guidance on Best Practices for Data Collection .......................................E-1 Appendix F – Recommendations for Information Included in Request for Proposal (RFP) for a Survey of Traffic Safety Culture...............................................................................F-1 Appendix G – Traffic Safety Stakeholders ..................................................................... G-1 Appendix H – Sample Prioritization Process................................................................... H-1 Appendix I –Overview of Strategy Development Process ................................................I-1 Appendix J – Checklist to Examine Organization Readiness to Integrate Traffic Safety Culture Strategic Approach into Existing Safety Planning Processes............................... J-1 Appendix K – Frequently Asked Questions (FAQ)......................................................... K-1 vii

viii List of Figures Figure 1. Diagram of relationship among project tasks and objectives. ............................. 4 Figure 2. The role of factors in the physical and social environments that increase crash risk (modified from Eiksund, 2009) .................................................................................... 6 Figure 3. Levels of social grouping within the social environment. .................................. 8 Figure 4. Example of social identity derived from membership in social categories. 9 Figure 5. Definition of culture of shared thoughts among groups in social environment that influences deliberate behaviors. ................................................................................. 10 Figure 6. Integrated model used in this project to specify components of culture and their predicted influence on deliberate behaviors. .................................................................... 12 Figure 7. Example of predictive analysis to identify components of traffic safety culture that predict intention to speed. .......................................................................................... 27 Figure 8. Example of assessment analysis to determine which behavioral beliefs predict attitudes about speeding .................................................................................................... 29 Figure 9. Example of assessment analysis to compare belief strength between (A) speeders and (B) non-speeders. ....................................................................................................... 30 Figure 10. Illustration of elements of strategy design and implementation that should be included in evaluation phase of analysis ........................................................................... 31 Figure 11. Example of logic model for student driver distraction curriculum to change beliefs about distracted driving ......................................................................................... 34 Figure 12: Award winning Embrace Life campaign (Sussex Safer Roads Partnership, 2015) ........................................................................................................................................... 35 Figure 13. Example of “Montana Cares about Kids” to emphasize defining value of Montana culture in preparation for a future campaign on protecting children from underage drinking ............................................................................................................................. 36 Figure 14. Example of strategy to change perceived norms about bystander intervention. ........................................................................................................................................... 38 Figure 15. “Safe on all roads” campaign using a positive prototype image to increase seat belt use in Montana on tribal lands. (MDT, 2013) ........................................................... 39 Figure 16. Example of safety campaign to increase perceived control for passengers to intervene with unsafe driving on public buses. ................................................................. 40 Figure 17. Illustration of proposed strategic approach to transform traffic safety culture by integrating strategies to align stakeholder actions with goals of TSCB strategies for road user behavior. .................................................................................................................... 45 Figure 18. Summary of strategic approach used in Utah to align stakeholder actions with goals to increase seat belt use ........................................................................................... 46

ix Figure 19. Illustration of traffic safety culture (see Figure 6) as the framework to change actions of stakeholder A, B, C and D to influence road user culture and behaviors. ....... 47 Figure 20. Safe-system strategic approach to traffic safety (adapted from Government of South Australia, 2012) ...................................................................................................... 48 Figure 21. Process to Transform Traffic Safety Culture ................................................... 51 Figure 22. Example Logic Model ..................................................................................... 78 Figure 23 General model of organization safety culture (based on Guldenmund, 2000; Johnson, 1992, Schein, 1992). .......................................................................................... 92 Figure 24. Illustration of traffic safety culture as a central theme within the Strategic Highway Safety Plan (SHSP) for the Minnesota Department of Transportation (MnDOT, 2014) ................................................................................................................................. 95

x List of Tables Table 1. Summary of Traffic Safety Culture Components ............................................... 15 Table 2. Advantages and Disadvantages of Various Methods of Measuring Traffic Safety Culture............................................................................................................................... 19 Table 3. Summary of Meta-analysis of Roadway Safety Campaign Effectiveness (Vaa et al., 2009) ........................................................................................................................... 42 Table 4. Summary of Stakeholders and Activities by Level ............................................. 50 Table 5. Summary of Strategic Process ............................................................................ 52 Table 6. Potential Resource and Roles by Sector ............................................................. 58 Table 7. Comparison of Qualitative and Quantitative Evaluation Approaches ................ 86 Table 8. Number of Completed Surveys Required Assuming Random Selection ......... C-1 Table 9: Process to Develop a Custom Survey................................................................E-1

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TRB's National Cooperative Highway Research Program (NCHRP) Web-Only Document 252: A Strategic Approach to Transforming Traffic Safety Culture to Reduce Deaths and Injuries provides guidance on developing a strategic approach to transform the traffic safety culture of road users and stakeholders. The goal is to use this approach to sustain improvements in traffic safety for all road users, including non-motorized users. For the purpose of this project, traffic safety culture is defined as the values and beliefs shared among groups of road users and stakeholders that influence their decisions to behave or act in ways that affect traffic safety.

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