Social and Behavioral Sciences Commons^™

Creating Safer Communities For The Use Of Active Transportation Modes In California: The Development Of Effective Communication Message Strategy For Vulnerable Road Users, Samer Sarofim, Aly Tawfik

Mineta Transportation Institute Publications

Despite increased efforts to improve safety in recent years (e.g., the Focus Cities Program in California), California continues to have a high rate of pedestrian and bicyclist fatalities. Currently, the state currently lacks a cohesive messaging strategy to improve behaviors related to pedestrian and cyclist traffic safety practices. To fulfill this need, this research showcases the differential effect of message framing on attitudes and intended behaviors related to pedestrian and cyclists traffic safety practices. This project investigated factors & risky behaviors contributing to accidents involving vulnerable road users, preventive measures to decrease accidents involving vulnerable road users, and more. The …