Changing driver attitudes to pedestrians.

The Christchurch Co-ordinating Committee for Traffic Safety has developed a long term strategy with the objective of targeting driver attitudes to pedestrians and monitoring changes in attitude and self reported behaviour. An initial campaign raised awareness in an advertising campaign comparing pedestrians with ducks. This campaign was evaluated in terms of messages recalled, attitudes towards pedestrians and self reported changes in behaviour. The next stage of the strategy targeted the issues leading to pedestrians being hit by drivers. Two years of pedestrian crashes were analysed. The results of the crash analysis and the initial survey were used to develop the next stage of the campaign with the message: "Pedestrians are unpredictable. Expect the unexpected. One in four road fatalities in Christchurch is a pedestrian". Changes in attitude after this campaign were monitored and compared with the earlier survey. Information was also distributed about the use of pedestrian signals. The survey gathered data on the understanding of the signals by pedestrians and motorists. The conclusions discuss the effects of targeted promotional campaigns on attitudes and reported behaviour. (a) For the covering entry of this conference, please see ITRD abstract no. E202275.