Transcript It’s Up to All of Us - National Indian Justice Center

It’s Up to All
of Us
Native Child and Youth
Pedestrian Safety in
California
It’s Up to All of Us
Tribally Culturally Relevant Pedestrian Safety
Messaging Project
Conducted by the National Indian Justice Center
About the Project

From June 1 to September 15,
2013, NIJC will engage tribal
communities and organizations to
develop tribally culturally relevant
pedestrian safety messages that
may be incorporated into the
educational templates contained
in CDPH’s Communication for
Pedestrian Safety, Risk, Response
and Change Workbook
http://www.cdph.ca.gov/HealthInfo/injviosaf
/Documents/MasterRiskCommWorkbook.pdf
Project Activities
Activity
Description
Status
A
Survey CA tribes and tribal organizations to identify
culturally relevant secondary‐messages pertaining to
children and youth pedestrian safety to be used to tailor
“It’s Up to All of Us” educational templates for California
tribes and Native people.
Survey has been
finalized and is
circulating via e-mail,
list serv, mail and onsite
events. Due 9/1/2013.
B
Adapt IUAU educational templates with the secondary
messages and produce a “fact sheet” on Native child
and youth pedestrian safety in California
Fact sheet with national
and state AI/AN data
has been drafted. Due
9/1/2013.
C
Promote tribal incorporation of the messages by providing
a workshops, TTAP trainings and by distributing the
templates and fact sheet using the TTAP website via
downloadable PDF files, and via the TTAP newsletter.
Presentation materials
developed;
presentations ongoing.
Due 9/15/2013.
D
Produce and disseminate via the TTAP website and by eblast, a 5-10 minute PSA podcast promoting awareness of
the culturally relevant IUAU messages and methods in
which California tribes and other relevant stakeholders
can use the templates and fact sheet at the local level.
Storyboard drafted.
Research and images
obtained. Due
9/1/2013.
E
Produce summary report and invoice for CDPH
Due 9/20/2013.
Survey to Date
https://www.surveymonkey.com/s/Ped
SafetyMessage
Survey Responses for
Messages
 Protecting
the future and health of the
tribal community by driving safely
 Safety is a community effort
 Protecting the tribal youth put at risk with
unsafe driving
 We can make children safer.
 Roads are not a playground.
 Texting and cell phone calls are a
distraction.
Communication for
Pedestrian Safety:
Risk, Response &
Change
California Department of Public
Health (CDPH)
Pedestrian Safety Program (PedSafe)
What is Pedestrian Safety
Messaging?
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A pedestrian safety message should be
 It’s a message
a brief statement that raises awareness
that the
among pedestrians, drivers and other
pedestrian will
road users about risks to pedestrian
remember!
safety and may also encourage
behavioral change to reduce those risks.  It’s a message
A pedestrian safety message is effective
that modifies
when the message is relevant to a
pedestrian
particular risk, age group, road user
behavior.
and/or easy to remember.
 It’s a message
Unlike broad public campaigns, a
that increases
culturally relevant pedestrian safety
safety and
message is about you and other
awareness!
pedestrians in your community!
Purpose of the Workbook
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Communities are recognizing the benefits of building healthier and
greener communities. Ones that are accessible through walking and bi
king. And as we envision, create and promote these healthier steps,
and get more people out walking, we need to ensure that pedestrians
remain safe.
This Workbook explores methods to conduct outreach and organize
around pedestrian safety issues and prepare and respond to pedestrian
crashes in a way that promotes education and change.
Throughout the Workbook, CDPH emphasize how risk communication
and communication for change work together to create safer
pedestrians environments.
The Workbook is presented in two parts. Part One focuses on changing
perceptions and behaviors and provides strategies for building and
disseminating community change messages that can create and
support pedestrian - friendly environments . Part Two focuses on
communication during a pedestrian - involved collision and serves as a
guide to help you write and implement a risk communication plan that
clearly defines your goals, objectives and actions so that you are
prepared to respond to the media and the public in a pedestrian –
involved collision.
Purpose of the Workbook
 If
you are responsible for improving
pedestrian safety in your community, this
workbook provides tools, strategies and
templates for communicating pedestrian
safety messages.
 The content can be modified to meet the
needs and address concerns unique to
your community.
How can Tribes use this
workbook?
Media advocacy allows community groups to strategically express their side of an
issue in a manner that applies pressure for and promotes social change. It is a
process of disseminating information through media communications, especially
where the aim is to effect action, change policy, or influence the public's view of
an issue.
Risk
Communication
Community
Norm Change
Protecting
Pedestrians
Risk communication focuses on communicating knowledge about hazards and
threats, and actions the public can take to minimize them. Risk communication for
pedestrian safety is undertaken by skilled subject - matter experts, such as traffic
safety engineers, public information officers, law enforcement and others within a
variety of public health, transportation and related disciplines. Risk communicators
act on behalf of public or private sector entities to inform and help prepare the
public for a potential adverse event or outcome.
Community norm change is a broader strategy that combines behavioral,
legislated and environmental shifts to achieve community wide change. This
strategy involves messaging, or “change communication.”
With change communication we can:
• Promote a change in the behavior or belief of individuals, communities and
institutions concerning pedestrian safety.
• Reach specific audiences with relevant pedestrian safety messages.
• Impact the factors that influence behavior, including physical, environmental,
policy or institutional.
Workbook – Part One:
Communicating for Change
Community Norm Change and Pedestrian Safety
Reaching your audience through Messaging
Message Development
Partner and Stakeholder Communications
Workbook – Part Two:
Communication for Pedestrian
Safety
Risk Communication Overview
Media Outreach
Spokespersons and Messages
Risk Communication Planning and Response
Multi-Prong Approach

To be successful in reducing pedestrian risk,
through changing a community’s attitudes and
behaviors (social norm change), the approach
should include a variety of actions that focus on:
1.
2.
3.
4.
Engaging stakeholders/partners to build community
buy-in;
Improving or changing the physical environment
where possible;
Educating pedestrians and drivers on safety
measures; and
Messaging that impacts public attitudes and
behaviors.
Messaging Strategy
 Who
is your audience?
 Are you trying to change their behavior?
 How can you reach them with your
message? Are signs better than social
networks?
 Is timing of the message important?
 See Worksheet on Population and Messaging
Characteristics as a template example
Worksheet Templates
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Population and Message Characteristics (P. 20)
Pedestrian Safety Message Map (P. 24)
Identifying your Stakeholders (P. 33)
Planning Your Collaboration – A Step Ladder
Approach (P. 34)
Template Press Statement (P. 46)
Developing Media Interview Q & As (P. 53)
Developing your Media List (P. 59)
Media Contact Log (P. 63)
Identifying Media Spokesperson(s) (P. 71)
Checklist for your Communication Response (P. 79)
Our
Focus
Message Map Template
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•
See page 23 – 27
A Message Map identifies a Key Message,
which should address the following three
elements:
•
•
•
•
What do we know about the problem?
What are the Risks associated with this problem
Action(s) to be Taken
The information gathered to address the
elements above may be used to complete
the message map.
Message Map Template
Three elements
How or why do we know
what we know?
Culture is a shared
experience and may be
of a community, people
or even an age group.
La Jolla Band of Luiseño Indians
KEY PEDESTRIAN SAFETY MEASURES
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MAIN MESSAGES
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These are overarching messages that follow the Message Map
construct in the Risk Communication Workbook – What We Know,
What’s the Risk, and What Action Should be Taken. These messages
align with and support the broader “It’s Up to Us” campaign that is in
the early stages of development.
These messages can be further developed with supporting messages
so that the La Jolla Tribe has a complete Message Map (a.k.a. Talking
Points) that they can draw from in developing specific materials such
as fact sheets, flyers, website content and social media messages on
Twitter and Facebook.
Too many people have been injured or even killed in pedestrian
traffic accidents on the La Jolla Indian Reservation. [What We Know]
We’re all at risk, but children are in greatest danger. [What’s the Risk}
It’s up to all of us – drivers, people on foot, parents, and the whole
community - to help protect our people. [Action to be Taken]
La Jolla Band of Luiseño Indians
KEY PEDESTRIAN SAFETY MEASURES
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SUPPORTING MESSAGES
Message #1 – What We Know
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Too many people have been injured or even killed in pedestrian traffic
accidents on the La Jolla Indian Reservation.
Roads on the reservation are narrow, and pedestrians use the shoulders as
walkways.
Brush hampers visibility on many roads.
There is poor signage, and crosswalks are not marked for pedestrians.
Children don’t have enough space to wait safely at school bus stops.
Message #2 – The Risks
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We’re all at risk, but children are in greatest danger.
Children are easily distracted and don’t look carefully for traffic hazards.
Children may be unsupervised while waiting at school bus stops.
Children do not understand and follow safety practices and traffic laws.
Drivers may drive too fast, engage in dangerous behavior like texting while
driving, and fail to be alert for pedestrians.
La Jolla Band of Luiseño Indians
KEY PEDESTRIAN SAFETY MEASURES
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Message #3 -- Action to be Taken
It’s up to all of us – drivers, people on
foot, parents, and the whole
community - to help protect our
people.
It’s Up to Drivers …..
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Drivers need to be alert for
pedestrians.
Slow down.
Drive responsibly.
Don’t text while driving.
Watch out for pedestrians beside the
roadway, crossing the road, and at
school bus stops.
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It’s Up to Parents…..
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It’s Up to Tribal Leaders and Every
Member of the Community to keep
our people safe
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It’s Up to Pedestrians….
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Pedestrians need to be aware at all
times and avoid dangerous behavior.
Stay at the side of narrow roads.
Be alert for traffic from both directions.
Know and obey the traffic laws.
Parents need to make sure
children are safe.
Teach children pedestrian safety
measures and traffic laws.
Supervise children at dangerous
bus turnarounds.
Set a good example.
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The community needs to get
actively involved in traffic safety.
Set an example for the rest of the
community and model how we
take care of one another.
Make pedestrian safety education
a priority.
Communicate efforts to the
public.