Focus Group Findings in Black Communities
This part of the report discusses the findings of the 48 focus groups that were held in Illinois, Maryland, Mississippi, Missouri, New Jersey, and South Carolina. Eight focus groups were held in each of six communities, targeting senior citizens (ages 60-79); parents with children under the age of 4; male teenagers (ages 16-19), female teenagers (ages 16-19); male young adults (ages 20-27); female young adults (ages 20-27); male adults (ages 28-45); and female adults (ages 28-45).
Findings are segmented into two sections:
- the problem identification section, discussing perceptions of traffic safety issues, which served as a foundation for the later discussion of message content and theme; and
- the media and outreach section, discussing promising modes of delivering safety messages, along with promising themes and message content.
Problem Identification
Focus group participants were asked to share their opinions and perspectives on a wide range of issues related to traffic safety. These included:
- general driving practices;
- general driving issues;
- drinking and driving;
- pedestrian safety;
- seat belt usage;
- seat belt laws;
- law enforcement and racial profiling;
- child safety seats/restraints;
- local leadership and organizations;
- ads and media messages; and
- key factors to successful messages and programs.
In reviewing participant responses and perceptions, it is clear that there are far more similarities than differences among focus group participants, regardless of age, gender, or focus group location. However, significant differences were observed on selected issues. The following discussion summarizes the similarities and differences the study team identified from the focus group feedback.
General Driving Practices
The focus groups included a range of people, including both drivers and nondrivers. Most nondrivers rode with friends or family; however, in some locations, nondrivers relied heavily on public transportation and in others, nondrivers walked or rode bicycles. There was no distinct pattern of one's likelihood of being a regular driver by age or gender. The two suburban communities on the eastern seaboard, Prince George's County and Middlesex County, had lower proportions of drivers than did the other communities, which may be partially due to the availability of large mass transit systems in those areas.
General Driving Issues
Consensus Findings
At the beginning of each focus group, participants were given a list of common highway safety problems and asked to rank the problems based on how serious they were in the Black community (Appendix F). Across all communities and all groups, the majority of participants ranked drinking and driving quite high in terms of importance. In most groups and communities, the majority of participants also ranked aggressive and reckless driving as one of the top three problems in the Black community. One participant noted that reckless driving is often a function of drinking, anger, or other issues, thus illustrating the relationship between dangerous driving behaviors. Speeding also was ranked as a significant problem.
Beyond the top three most important problems little consensus existed for the ranking of other problems.
The high profile of drinking and driving may be related to other issues, such as participants' definitions of the term "drinking and driving." This is discussed later in the report.
Respondents tended to be evenly split over whether traffic safety problems arise from a lack of knowledge of laws and safety issues, or whether they are a result of drivers knowing but ignoring laws and issues. No particular pattern by age, gender, or region was evident in these opinions.
Geography-Based Differences and Similarities
As stated above, there was general consensus on key issues. Some minor to moderate differences between specific communities existed.
For instance in Middlesex and Prince George's Counties, both east coast communities near metropolitan areas, participants ranked drinking and driving as important. In all of the Middlesex County groups, participants ranked drinking and driving as the greatest safety problem in their community. In Prince George's County, only one half of the focus groups ranked drinking and driving as the primary problem, though all of the Prince George's County focus groups ranked drinking and driving as one of the top three problems in the community. Prince George's County residents also consistently ranked aggressive and reckless driving, cell phone use, and nonuse of seat belts among the top three to five problems in the community. Middlesex County focus groups ranked speeding and aggressive/reckless driving, cell phone usage, nonuse of child seats and seat belts, and running stop lights as major problems.
The two small community sites tended to be similar in their concerns, in that the majority of participants in both Oktibbeha and Berkeley Counties ranked drinking and driving as the greatest problem. Participants in both communities also identified bad roads as a major problem, though road conditions were also mentioned in other communities.
"In Black communities, roads are poorly maintained and narrower."
Teenage female, Oktibbeha County, MS
A potentially significant issue raised more than once in the Mississippi focus groups was that literacy may be an issue in understanding laws and issues, particularly among the senior population.
When comparing the urban communities of Jackson and Cook Counties, the similarities between the two were striking; in 15 of the 16 focus groups in those counties, participants stated that drinking and driving was one of the three most serious problems. Parents in Cook County were the only urban group not to include drinking and driving among the top three problems. Instead, they indicated that poorly trained drivers, running stoplights, and cell phone usage were the top three problems in the community.
Differences and Similarities by Age and Gender
In keeping with the overall findings that overwhelmingly showed drinking and driving to be the major safety concern, each age group cited drinking and driving as their consensus top concern. For most groups, aggressive or reckless driving was also a significant concern.
The following table shows the top-ranked safety concerns among each of the age/gender groups who participated in the focus groups.
Exhibit 5
Ranking of Safety Issues by Age and Gender
|
AGE/GENDER GROUP
|
|
RANK OF SAFETY ISSUE
|
Teenage Girls
(16–19)
|
Young Adult Women (20–27)
|
Adult Women
(28–44)
|
Parents of Children Under 4
|
|
Top Issue
|
Drinking and
driving*
|
Drinking and driving*
|
Drinking and driving
|
Drinking and driving
|
|
Second Issue
|
Speeding*
|
Speeding*
|
Aggressive/reckless driving
|
Aggressive/ reckless driving
|
|
Third Issue
|
Aggressive/reckless driving*
|
Aggressive/reckless driving
|
(Nonuse of safety seats)
|
Nonuse of seat belts
|
|
RANK OF SAFETY ISSUE
|
Teenage Boys
(16-19)
|
Young Adult Men (20-27)
|
Adult Men
(28-44)
|
Senior Citizens
(60-79)
|
|
Top Issue
|
Drinking and driving
|
Drinking and driving
|
Drinking and driving
|
Drinking and driving
|
|
Second Issue
|
|
Aggressive/reckless driving
|
Cell phone use
|
Nonuse of seat belts
|
|
Third Issue
|
|
Seat belts and distractions
|
Aggressive/reckless driving
|
Aggressive/reckless driving
|
Notes:
1. Issues in parentheses were worthy of mention, but were not strong patterns.
2. Among teenage boys, fewer than three issues were mentioned with any strong patterns.
3. Issues with asterisks were mentioned in approximately equal proportions within an age group or target group.
Another general driving issue that was mentioned was the driving environment, specifically infrastructure such as road conditions, signage, and construction. Many participants cited the driving environment as being different (worse) in Black neighborhoods, which can create additional hazards for drivers and pedestrians. Adult Black men were most likely to hold this opinion, though all age groups mentioned it to some extent as an exacerbating factor in Black safety issues.
One other issue that arose was the concept of driving as a means to an end versus an activity in and of itself. For example, teenage boys tend to identify driving with status or "profiling." (Profiling here refers to the presentation of an attractive image or "looking good," i.e., "styling and profiling," as opposed to its use to describe selective enforcement.) This mindset appears to increase among men in the 20-27 age group, who often made statements about driving and related activities in terms of "being cool" and "showing off." The phenomenon then declines among adult men. The same pattern is seen among women, but to a much lesser extent.
"I'm always running late for something; so I tend to speed."
-Female teenager, Berkeley County, SC
"I do it [drive recklessly] just to see if I can do it."
-Male teenager, Berkeley County, SC
"Some lights hold you too long, I get impatient and just run it."
-Young adult male, Oktibbeha County, MS
"My car is like trained to go fast.
I have to put my foot in it. I get it from my father."
-Young adult female, Oktibbeha County, MS
"Some older people, when they get into their car are focused on safety.
Some people who have no responsibility do not care about safety.
They choose not to be responsible."
-Young adult female, Oktibbeha County, MS
"Teenagers who just get their license are doing everything correctly.
Older people forget the rules and think that they know everything."
-Teenage female, Prince George's County, MD
"Teenagers drive fast. Senior citizens cannot see the signs and drive slow."
-Teenage female, Prince George's County, MD
Although men cited aggressive driving as a concern, they thought it was less of a concern compared to women who cited it. Women cited speeding as a high concern, particularly teenagers and younger women.
"Young Black men tend to feel overconfident in comparison to young female drivers who tend to... concentrate more on driving and obeying laws."
-Parent, Prince George's County, MD
"Black males feel they own the roads... they automatically feel that (women) can't drive -
so there is some disrespect that goes on."
-Adult female, Prince George's County, MD
Perspectives on Drinking and Driving
Consensus Findings
When asked to explain why people drink and drive, participants responded with two basic theories, which transcend regional or demographic boundaries. One theory focused on the perception of becoming drunk. Participants theorized that drunk drivers seldom thought of themselves as drunk, seldom thought that they had had too much to drink, or did not realize how their alcohol consumption would affect them. This tendency to underestimate the impact of alcohol consumption on driver behavior and safety was illustrated in comments from several groups. One teen male suggested that, "When you are drunk you are more focused because you know if you get pulled over it will be a problem." A participant suggested that drinking and driving was "cool to do" and that people like to drive and don't want others driving their cars. In summary, drunk drivers rarely thought they had consumed enough to impair their driving, and therefore felt they could "handle it."
The second theory of why people drink and drive revolved more around planning or lack thereof, independent of the drinking issue. Drunk drivers were thought to be exercising poor judgment or planning ability, and did not think about transportation before (or while) they were drinking. One participant stated that drinking and driving is a matter of "not thinking ahead, just drinking." Other participants mentioned that drunk drivers get behind the wheel because they have no other option for getting home. As one focus group participant explained, "when you get drunk you have to get home." As a corollary to this issue, many participants cited "drinking and walking" as a pedestrian hazard, implying that even when a drinker makes the appropriate decision not to drive, he or she still can present a traffic hazard if no alternative means of transportation are available.
Throughout the focus groups, participants agreed that penalties were not severe enough, which motivated drunk drivers to continue practicing risky behavior.
Numerous participants across a wide range of cities and target groups said that drinking and driving was "more of a White problem," "not a problem in the Black community," or other similar statements. A group of respondents stated that Blacks get arrested for public drunkenness, not drunk driving. Others felt it was not an "obvious problem" in the Black community. At the same time, drinking and driving has always been considered a major threat to driving safety. There appears to be a strong perception that this threat arises from the White community, whose drivers then pose a threat to the Black community. One exception to these thoughts appears to be among adult males, who stated that it was a Black problem as well.
"I have not seen a White guy yet without a beer."
-Teenage male, Cook County, IL
"White people drinking tend to get more violent and reckless."
-Young adult female, Middlesex County, NJ
"Most Black people get cited for public drunkenness, not drinking and driving."
-Adult female, Oktibbeha County, MS
One complicating factor in assessing drinking and driving as a hazard is the actual definition of the term. "Drinking and driving" means different things to different people. There was no consistency in the way focus groups defined drinking and driving.
Overall, drinking and driving was assigned one of two definitions, with no strong pattern by age, gender, or region. The first definition is essentially that "drunk driving" is driving when one is not capable of controlling the vehicle in a safe manner. The second definition, less common but still oft-mentioned, is essentially "drinking while in the act of driving." This second definition implies that a person who gets intoxicated before entering a vehicle is not "drinking and driving" so long as he or she does not actually drink in the vehicle.
[What does "drinking and driving" mean?]
"It sounds like it means, don't drink while in your vehicle."
-Adult female, Cook County, IL
"Drinking in the car while driving."
-Young adult male, Jackson County, MO
"If you drink even one drink and then drive."
-Young adult male, Middlesex County, NJ
"Driving when you have higher than the legal amount in your system."
-Teenage female, Oktibbeha County, MS
"Physically driving with alcohol being consumed."
-Adult female, Jackson County, MO
"You are at home drinking and get in your car to go to the liquor store to
get some more liquor."
-Teenage female, Prince George's County, MD
"When you drink and the alcohol has exceeded the legal limit and then you drive."
-Young adult male, Middlesex County, NJ
"Falling over drunk and driving."
-Young adult female, Prince George's County, MD
Geography-Based Differences and Similarities
All participants believed that drinking and driving was a problem, but the reasons for this behavior were attributed to a variety of factors including peer pressure (Oktibbeha, Cook, and Middlesex Counties); habit and addiction (Cook County); people having a "don't care" attitude (Jackson, Oktibbeha, and Berkeley Counties); and people seeing themselves as invincible (Jackson and Cook Counties). Other reasons for this risky behavior include the belief that drunk drivers still have control over their behavior (Berkeley County); poor judgment and bad decisions (Prince George's and Cook Counties); and thinking that it's cool (Prince George's County). Oktibbeha County participants stated that drinking and driving is much more obvious on campus (Mississippi State University), although nonstudents also practice this risky behavior. Participants in all communities also stated that the laws are not enforced to the degree that they should be and are not strong enough.
"You know, they always say when whiskey's in, thinking's out."
- Senior citizen, Berkeley County, NC
"The people who drink and drive around here can handle it."
- Teenage male, Oktibbeha County, MS
Many participants in urban and suburban areas cited a preponderance of liquor stores in low-income areas, and expressed a concern that alcohol was too prevalent in the neighborhoods. For example, Jackson County residents noted the prevalence of liquor stores on every corner. One group suggested that there are "too many liquor stores, open too many hours, [and that it is] too easy for young people to get liquor." A Middlesex County group echoed this sentiment stating that there are "too many liquor stores in Black communities." This issue was not a concern in the smaller communities.
"White neighborhoods don't have liquor stores on every corner like the Black community."
-Adult male, Jackson County, MO
"[Drinking and driving] could be a problem, but never really noticed cause people
live really close in the neighborhood."
-Adult male, Middlesex County, NJ
A minority of participants in the Oktibbeha County focus groups made negative comments about alcohol consumption in general. This was the only geographic area where such an opinion was professed. While some residents in small southern communities may hold this opinion, it does not appear to be prevalent or accepted enough to be a useful tool for safety programs.
"I wish they would stop selling beer, period. Beer is no good for anyone. No alcohol"
-Young adult female, Oktibbeha County, MS
Differences and Similarities by Age and Gender
Teens stood out from adults when asked about drinking and driving. As a general observation, teens tended to provide excuses rather than simple explanations for drunk driving behavior. For example, one group said that it is "easy for teens to get alcohol." Some teens played down the behavior, though most ranked it very high as a safety issue.
"Even though I am only 17, I drink like most old men. I can drink and handle it."
-Teenage male, Cook County, IL
More teens than older drivers stated that drunk drivers had no other transportation option and therefore had to drive home after drinking. The perception of limited transportation was raised as a factor in this group more than others.
"I have a lot of friends who like to drink and get in the car.
That is why I do not want to ride with them."
-Teenage male, Oktibbeha County, MS
There was little variation in the perceptions of males and females regarding reasons for drunk driving. Both agreed that the laws and penalties are not severe enough. One focus group member stated that there is "too much drinking and driving" and that "people get away with it." Additional reasons for the behavior included "it's not just an alcohol problem, but a drug problem too," people are not being responsible, and people just want to relax.
"I think driving while high happens a lot too. But when you drive while you are high (drugs) you tend to be more alert and more paranoid. Can't be much of a problem 'cause you never hear of it."
-Young adult male, Middlesex County, NJ
Women more commonly called for stiffer enforcement as an answer to drunk driving. A group of Cook County female residents suggested increased penalties, including increased fines and enforcement, "will stop the problem."
"This is what you pay your taxes for. They could utilize this money for enforcement."
-Adult female, Cook County, IL
Pedestrian Safety Issues
Consensus Findings
When asked to discuss pedestrian issues, there was a high level of interest and concern in all communities and among all groups. Therefore, the first consensus finding is that this is an issue of universal interest. All other observations should be viewed from this perspective.
While jaywalking was not identified in all communities, it is a common pedestrian safety issue raised by a significant number of focus group participants. Most groups reported that pedestrians put themselves at risk by crossing outside of designated pedestrian walkways, walking against traffic lights, and walking without regard to drivers. Oftentimes, participants agreed that pedestrians taunt drivers by "strolling" across the street with a perceived attitude that dares the driver to hit them. Most participants also agreed that drivers put pedestrians at risk since they often ignore the pedestrian's right-of-way.
"Some drivers stop at lights and go up past the white line.
You do not know if they are going to stop or not."
-Teenage female, Prince George's County, MD
"We hit a pedestrian, an older woman, who was crossing the street just as the light was changing. She walked out from in front of a bus and we couldn't see her. Whose fault was it?"
-Young adult female, Oktibbeha County, MS
"(Pedestrians)... may not know what the driver is going to do
because drivers are confused themselves!"
-Young adult female, Prince George's County, MD
In all six communities, participants stated that their community lacks adequate crosswalks, traffic lights, pedestrian walkways, or sidewalks, which manifested different types of problems in different communities. All groups also noted that White neighborhoods seemed to have sufficient (or at least better) pedestrian safety crosswalks, signs, speed bumps, and traffic lights.
"Middlesex is in the Stone Age as far as [pedestrian] road signage."
-Adult male, Middlesex County, NJ
"There are not as many signs and crosswalks in the Black communities. I have driven all around the city [and Black communities have inferior infrastructure]."
-Young adult male, Cook County, IL
According to participants, neither drivers nor pedestrians have a thorough understanding of pedestrian rules of the road. Perhaps the most commonly cited error was pedestrians wearing dark clothing when walking at night.
"Kids walk in a group and won't get out of the way."
-Adult male, Oktibbeha County, MS
"Pedestrians wear dark clothing and walk at night -
I honestly don't think people know that it's dangerous."
-Young adult female, Middlesex County, NJ
Geography-Based Differences and Similarities
In comparing the communities, it is clear that there were more similarities than differences. The most obvious difference in pedestrian safety, however, was that participants in small community sites (Oktibbeha and Berkeley Counties) perceived a higher number of pedestrians who walked in the roads. These communities seem to have fewer traffic lights, sidewalks, and crosswalks within large subdivisions. One Oktibbeha County focus group participant commented, "you're walking on the road or in the ditch." The group went on to say that there were no crosswalks in town except near the college campus. Participants in Berkeley County often reported that a lack of sidewalks, accompanied by roadside drainage ditches or tall grass, forced pedestrians to walk on the side of the road. Participants in these two communities also stated that jaywalking is a problem, as is pedestrians' knowledge of traffic safety laws. Pedestrians are also unaware of their responsibility for their own safety (e.g., wearing clothing that increases visibility and walking on the appropriate side of the street or road).
"They do not maintain the roads in the Black community.
It endangers the drivers and the pedestrians are on the road."
-Adult female, Oktibbeha County, MS
"I walk in the ditch, it's safer."
-Senior citizen, Oktibbeha County, MS
Urban participants (Cook and Jackson Counties) also noted that there are not enough crosswalks for pedestrians to safely cross the street in a convenient manner. Residents of Prince George's County said that crosswalks were too distant and led to jaywalking. A Cook County group suggested that jaywalking was often done out of choice, but also out of necessity due to inadequate crosswalks and stop signs. Jackson County participants stated that pedestrians do not use the available crosswalks and should be more responsible for their actions. Cook County participants agreed that pedestrians put themselves at risk. Suburban (Prince George's and Middlesex Counties) participants also identified jaywalking as a major problem. Other focus group participants noted that pedestrians "think they have bumpers" and tend to walk out into the street at any time because they believe that they have the right-of-way and drivers must stop for them, even if they (the pedestrians) are breaking the law.
"KC is designed with boulevards and thoroughfares with high speed limits,
which isn't pedestrian friendly."
-Senior citizen, Jackson County, MO
Differences and Similarities by Age and Gender
All age and gender groups agreed that crosswalks, speed bumps, better timing of traffic lights, and more stop signs would increase pedestrian safety in the Black community. In addition, most groups agreed that pedestrians' knowledge regarding pedestrian safety laws (e.g., jaywalking) is lacking. The groups also agreed that pedestrians are more inclined to put themselves at risk, as opposed to drivers putting them at risk.
"They [pedestrians] are just stupid. Cannot wait to get to the other side of the street.
Walking out in between parked cars."
-Teenage male, Cook County, IL
There was agreement among men and women that education and training are needed in the area of pedestrian right of way rules for adults and children. Women in the "young mother" age range tended to be more concerned about children as pedestrians than other groups, although adult men also frequently voiced concern on this issue.
"People don't understand the need... to slow down and look out for kids."
-Parent, Prince George's County, MD
"We need to educate school kids better about how to cross the streets."
-Adult male, Cook County, IL
Seat Belt Usage
Consensus Findings
In each of the six communities, a substantial number of participants said they did not use seat belts on a full-time basis. Reasons most commonly cited for not using seat belts included wrinkling clothes, uncomfortable fit (particularly among women), driving only a short distance, and simply forgetting. Many also frequently reported that they often did not think about seat belts unless spurred on by some outside event, such as seeing a police car. A few participants made cultural statements such as, "Black people have not been taught the value of seat belts."
"When I got my first car, I asked what it was (seat belt).
It's not the first think I think of when getting into the car."
-Young adult male, Jackson County, MO
"They probably think that it is nerdy. Do not want to wrinkle their clothes. Black people like to profile. Boys have their seat back so far and so low that the seat belt will not work."
-Female teenager, Cook County, IL
"A seat belt won't be the thing to save my life; I've been in a wreck and I can take it;
I'm kind of big, I can take it; I'll be okay."
-Teenage male, Jackson County, MO
"I do not think that I am an unsafe driver just because
I do not wear a seat belt and speed sometimes."
-Adult female, Oktibbeha County, MS
"My daughter says that they are uncomfortable and
she can't stand to be buckled down and uncomfortable."
-Senior citizen, Oktibbeha County, MS
"It is very constricting and there are a lot of entertainment activities in the cars (DVDs, CDs).
I need to be able to reach everything."
-Young adult male, Cook County, IL
"I never wear my seat belt in the car. It is uncomfortable."
-Teenage female, Prince George's County, MD
Part-time usage was common, and many participants said that they make a decision to use or not use their seat belts on a trip-by-trip basis. These drivers, who were not limited to particular geographic areas or population groups, are aware of the safety benefits of seat belts, but decide to wear a belt based on the perceived risks of a particular trip. This decision was often based on factors such as the perceived skill of the driver when one was a passenger, the distance traveled, or a route that required highway travel. Another risk, enforcement, was often addressed only if a police car was spotted.
"If you're around a lot of people who don't wear it -
you don't want to look like the only person who does or vice-versa."
-Adult female, Prince George's County, MD
"I live in the country and I don't need a seat belt because there's no traffic."
-Teenage female, Oktibbeha County, MS
"When I'm in a high police territory, I make sure that I wear my seat belt."
-Teenage male, Jackson County, MO
"I don't like anything around my neck... But if I see the police, I will put it on."
-Young adult female, Prince George's County, MD
"I tend to be hardheaded, I have been in several accidents but still don't wear a seat belt unless
I am riding with someone that is driving crazy."
-Young adult female, Jackson County, MO
In most groups, stories about seat belts trapping people in cars, or "friends of friends" who would have been trapped if they had been wearing their seat belts during a crash, were common. A small proportion of people thought that seat belts have a negative safety benefit. Most people view seat belts as a tradeoff of risks, but most also recognize that the benefits far outweigh the risks. Participants who always wear seat belts do so because they believe wearing seat belts saves lives, people who wear them have a better chance of surviving a crash, and wearing them is a habit they started when they were younger.
"I depend on the airbag. The seat belt can keep me in if I need to get out."
-Adult male, Middlesex County, NJ
"Habit - just always have worn one."
-Adult male, Middlesex County, NJ
"2 out of 10 chance that you'll be worse off without a seat belt."
-Adult male, Oktibbeha County, MS
"I am used to wearing my seat belt all the time so I do not know why others do not."
-Teenage female, Prince George's County, MD
A significant exercise during the focus groups involved testing participants' reactions to NHTSA survey findings that the U.S. Black population is supportive of seat belt laws, even standard laws that allow drivers to be pulled over solely for nonuse of seat belts. When considering these findings, many participants viewed research with skepticism if the findings were not intuitive. Many participants stated that they did not believe the NHTSA survey results when the information did not match their perceptions.
Geography-Based Differences and Similarities
The reasons that people do or do not wear seat belts were similar regardless of the community being surveyed.
In comparing communities, Oktibbeha and Berkeley Counties, the two small communities in the study, ranked highest in percentage of focus group participants who claimed to always wear seat belts (49 percent of the total respondents). Even so, a Berkeley County group stated that there is no need to wear a seat belt in rural areas with low traffic volume. The small communities were followed by the urban communities, Jackson and Cook Counties (45 percent of the participants), and then the suburban communities, Prince George's and Middlesex Counties (42 percent of participants). However, these statistics are drawn from very small, non-random samples, and therefore offer only suggestions that perhaps seat belt use in the Black population does not have the strong urban/rural split that is seen in the general population. A quantitative research study would be necessary to determine if this pattern is valid.
Differences and Similarities by Age and Gender
In every age group, a significant proportion of participants were not full-time seat belt users. However, the reasons for not wearing belts full-time varied by age and gender.
First and foremost, seat belts are "not cool" to younger drivers. The term "not cool" was used consistently by most groups of 20-27-year-olds, particularly males, when describing seat belts.
"People are trying to 'style."
-Young adult male, Cook County, IL
"Most young Black people in this area are not going to wear it because it doesn't look cool."
-Young adult male, Middlesex County, NJ
"Young Black guys are too cool."
-Young adult female, Prince George's County, MD
The "cool" term was also used among teens (especially girls, but also boys) and young women, and was even found occasionally in the adult groups. One group of teen males collectively said, "It's nerdy to wear a seat belt." A focus group of young women (ages 20-27) noted that young Black men don't wear seat belts because "they are too cool and lean back too far." Nonetheless, the core of the "seat belts are not cool" camp appears to be 20-27-year-old men.
"Young drivers don't think seat belts are cool."
-Young adult female, Jackson County, MO
"Not cool. Mostly boys think this."
-Teenage female, Oktibbeha County, MS
Adult drivers were more likely to state traditional reasons (e.g., personal safety) for being full-time seat belt users, and also more likely to report that they had increased their seat belt use in response to a crash in the past. This may be due in part to the fact that adults have a longer driving history than younger drivers, hence a greater chance to experience a crash that produced a change in behavior. However, senior drivers did not report the same change-causing experience. Several people also reported that their seat belt decisions depended on who is in the vehicle with them, either driving or as a passenger.
"I wear it only when certain people are in the car."
-Young adult female, Oktibbeha County, MS
"If I ride in some of my relatives' (uncles, aunts, etc.) cars, I do not wear it because they are real good drivers. I wear it when I drive."
-Teenage female, Prince George's County, MD
Senior drivers did, on the other hand, profess a strong aversion to "being forced" to do something, whether it is wearing seat belts or anything else. While it was not confirmed that this attitude made senior drivers less likely to respond to enforcement as a means of encouraging seat belt use, this group, more than any other, rebelled against authority solely because they didn't want to be told what to do.
"If they are Black males like me, they don't like someone telling them what to do."
-Senior citizen, Oktibbeha County, MS
The difference between males and females in terms of seat belt usage was dramatic. More than twice as many females in the focus groups wore seat belts as males, whether full-time or intermittently. Oftentimes, females were motivated by their children and admitted that because they have children, they want to be safe and "around to raise them." Interestingly, females who never or rarely wore seat belts always used child safety seats for their children and buckled up when their children mentioned it or reminded them. In terms of those participants who never wear seat belts, men accounted for a higher number than women.
"When we get in the car, my wife immediately puts on a seat belt,
I'm not sure if that has something to do with my driving."
-Senior citizen, Oktibbeha County, MS
One unique finding expressed in numerous groups was that many Black men like to lean to the side while driving as an expression of personal style. However, "leaning" was not generally deemed to be unsafe or the cause of unsafe behavior. Wearing seat belts hinder one's ability to do that and are therefore shunned. In fact some Black males said that seat belts are another means for society to confine and keep the Black male down.
"People who lean back in (their) seats can't wear their seat belts."
- Young adult female, Prince George's County, MD
"Sometimes you just like to sit differently [leaning back] and the belts hurt where they hit the body."
-Young adult male, Oktibbeha County, MS
Support for Seat Belt Laws
When participants arrived for the focus groups, they were asked to answer three questions that were included in a national NHTSA telephone survey. Those three questions, along with the findings from the national survey, are provided below. During the focus groups, participants were asked to share their responses to the three questions, and were then told about the national survey findings. They were then given the opportunity to comment on those findings.
Exhibit 6
Survey Questions and National Findings
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1. How do you feel about laws that require drivers and front seat passengers to wear seat belts?
___ I favor these laws a lot.
___ I favor these laws some.
___ I do not favor these laws at all.
(National Statistics: Blacks are more likely to support the laws than the general public—94 percent versus 87 percent. Of Blacks, 72 percent favor them a lot and 21 percent favor them some. Nationally, 67 percent of the U.S. population favors them a lot, and 20 percent favor them some.)
Some States have standard seat belt laws, where law enforcement officers are allowed to pull over a driver for not wearing a seat belt, and other States have secondary seat belt laws. Secondary laws allow officers to issue tickets for not wearing seat belts, but they cannot pull a car over for that reason alone. They can only issue the ticket after stopping the car for another reason.
2. In your opinion, should police be allowed to stop a vehicle if they observe a seat belt violation when no other traffic laws are being broken?
___ Yes ___ No
(National statistics: Blacks are more likely to support such laws than the general public—68 percent versus 61 percent.)
3. Assume that you do not wear your seat belt at all while driving over the next six months. How likely do you think you will be to receive a ticket for not wearing a seat belt - very likely, somewhat likely, somewhat unlikely or very unlikely?
___ Very likely
___ Somewhat likely
___ Somewhat unlikely
___ Very unlikely
(National statistics: Blacks are more likely to believe that they will be ticketed than the general public—54 percent versus 43 percent.)
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Consensus Findings
Nearly all participants were aware their State had a seat belt law. In keeping with the latest NHTSA national survey results, the vast majority of focus group participants supported seat belt laws in general, and a smaller majority supported a standard law.
Most participants were surprised when shown the survey results that indicated strong national support in the Black population for seat belts laws even though the survey findings matched their personal opinions. Many found this fact so surprising that they questioned the survey findings.
"I'm surprised [at Black support for seat belt laws]
because most Blacks I know don't wear seat belts."
-Adult male, Oktibbeha County, MS
"People are not truthful on surveys."
-Adult female, Cook County, IL
"I have a problem with being stopped and ticketed when not wearing a seat belt. I'm doing no harm when I am not wearing a seat belt, I am driving safely but I get a ticket."
-Young adult male, Jackson County, MO
"I don't believe the answers; none of my friends would agree with those responses; Black people are only giving you the answers that they think you want rather than what they actually do."
-Senior citizen, Oktibbeha County, MS
Many participants were not surprised that Black respondents to the national survey were more likely to expect to get a ticket if they didn't wear their seat belt. This was attributed to the belief that Black drivers are more likely to be pulled over by law enforcement officials if all else is equal.
"People are more concerned about safety than profiling."
-Young adult male, Cook County, IL
"Another tool for White policemen to use unfairly against Blacks."
-Senior citizen, Jackson County, MO
Geography-Based Differences and Similarities
In all communities, participants strongly supported seat belt laws, and supported standard laws to a lesser extent. Most participants in each community were surprised at the support nationally for standard laws by the Black population.
"Sometimes people on a national basis think of Blacks as not favoring any laws. I am surprised."
-Teenage female, Prince George's County, MD
Most participants at each site also felt that Black drivers are more likely than Whites to be ticketed if they do not wear their seat belt, and were not surprised to learn that the NHTSA survey showed that same perception nationally. Geographic differences emerged when participants were asked why Blacks support seat belt laws when they feel that they are more likely to be ticketed than Whites. While responses varied, responses in Prince George's, Jackson, and Middlesex Counties were more likely to include statements that the two issues were independent of each other. As one young man in Prince George's County stated, support of the law and racial profiling "are two separate issues." In Berkeley, Oktibbeha, and Cook Counties, respondents were more likely to question the survey itself, either in terms of its execution or the veracity of the responses. One young woman in Cook County speculated that "no one tells the truth on surveys," a sentiment paralleled by a teenage girl in Berkeley County who stated, "those surveys must be done with rich Black people."
"Blacks are law-abiding and believe in law enforcement. We're just more subject to profiling."
-Adult female, Jackson County, MO
[First participant] "It is kind of like me. I support the law but I do not wear my seat belt all of the time." [Second participant] "If you do not obey the law, why would you support the law?" [First participant] "I think that it would benefit us. There are a lot of laws that you support,
but you don't have to face them every day."
-Two young adult females, Oktibbeha County, MS
Differences and Similarities by Age and Gender
While some opinions transcended age and gender, others showed strong patterns. To varying degrees, all age and gender groups showed strong support for seat belt laws in general, and a majority supported standard laws.
With regard to the apparent contradiction that Blacks support seat belt laws, while also believing that they are more likely than other groups to be pulled over for seat belt violations, adults tended to state that awareness and respect for laws should not be lessened by racial profiling. In other words, they were able to separate the conceptual issue of the law from the practical issue of being pulled over.
"We as African Americans know we get stopped more,
yet we are optimistic that the judicial system will work for us."
-Adult female, Prince George's County, MD
"Surprised, thought it [support of seat belt laws] would be higher. I would think people who would be against it would be the ones up to no good."
-Parent, Middlesex County, NJ
In contrast, younger drivers and teenagers who were surprised by the survey findings were more likely than adults to criticize the survey itself, speculating that Blacks know what the desired answer is on a survey and offer it regardless of their true opinions. Women, and particularly teenage girls, were skeptical about surveys in general from a methodological standpoint. Similarly, seniors were more likely to question the scope of the national surveys that show wide-spread Black support of seat belt laws. In particular, they raised the issue of how data was collected and who participated in the national surveys.
"It was all mothers being surveyed."
-Teenage female, Cook County, IL
"I think it was fake. Probably sounded like a nice thing to say."
-Teenage male, Cook County, IL
Enforcement and Racial Profiling
Consensus Findings
An overwhelming majority of participants agreed that racial profiling is a major problem in their community. In addition, it was clear to participants that traffic safety and enforcement of traffic safety laws have little to do with the reasons that people are stopped. A majority stated that Black males are stopped more often than females, and that young Black males are most likely to be stopped.
"Black people can only just obey the law and hope to not get stopped."
-Young adult male, Middlesex County, NJ
Some participants stated that Black drivers are almost guaranteed to be stopped when driving through predominantly White neighborhoods, merely by being present there. Many others stated that, in White neighborhoods, skin color (black or brown), combined with driving a "nice" vehicle, almost always leads to minority males being stopped by the police. Fewer than five focus group participants in the entire study did not believe that racial profiling was a problem in their community.
"Even though we are in favor of laws, there is a definite mistrust of the habits of law enforcement officers and their ability to treat Black people fairly. Black children must live by a different code of conduct while driving compared to White children."
-Adult female, Jackson County, MO
Even so, when asked if police should enforce seat belt laws, an overwhelming majority responded positively. Participants stated that they strongly support frequent and fair enforcement of traffic safety laws, and most participants were able to conceptually separate the issue of enforcement from the issue of profiling or harassment. When asked what could be done to eliminate racial profiling, participants suggested increased diversity in police forces, better screening of candidates for police forces, and more accountability for police officers.
"Sometimes the Black cop will be that way too. It is not just the White cops."
-Teenage male, Oktibbeha County, MS
While almost all participants, male and female, agreed that males are more likely to be stopped than females, some women stated that "profiling is an issue for women too." Another common perception was that police equate Blacks riding in "nice" cars to dealing drugs or otherwise target Blacks (especially young men) who drive "nice" cars.
Geography-Based Differences and Similarities
In Jackson, Cook, Berkeley, and Oktibbeha Counties, more participants noted that racial profiling occurs in White communities. On the other hand, Prince George's and Middlesex County participants did not distinguish between neighborhoods when they discussed racial profiling. This may be due to the fact that there are fewer White communities in areas where the majority of the population is Black (i.e., Prince George's County), and fewer Black communities in areas where Blacks constitute a small proportion of the population (i.e., Middlesex County). This is not intended to claim that racial profiling is more or less prevalent in these types of communities, but rather that geography is less of a basis for profiling.
In each of the six communities, the majority of participants favored enforcement of traffic safety laws, yet believe that they would be ticketed more often. When asked to explain this contradiction, participants in all communities stated that Blacks generally are law-abiding people and tend to support laws written to protect them and the general public. Blacks were also realistic and had experienced or witnessed racial profiling in both Black and non-Black communities.
"If a young Black man is driving a nice car -
police think he must be selling drugs so it's okay to stop [him]."
-Senior citizen, Oktibbeha County, MS
"I think there is some bias there, especially since PG County has high incomes for Blacks. Police officers believe that, "Oh you people think you're doing so great, well do I have something for you!'
-Parent, Prince George's County, MD
Differences and Similarities By Age and Gender
As in all other groups, seniors agreed that racial profiling is a problem, but no one in this age group stated that they had first-hand experience. This is compared to a large number of teens (ages 16-19), young adults (ages 20-27), and adults (ages 28-44) who did have personal experiences with profiling. One group of males (ages 28-44) commented, "profiling occurs, just obey the law and be respectful."
By far, more males than females are victims of racial profiling, according to participants. Regardless of age, all males stated that racial profiling is a major problem in the Black community and that they are at higher risk of being stopped because of their gender, particularly so if they are driving a "nice" car. They also noted that they tend to drive much more cautiously in White neighborhoods and, if possible, they avoid driving in White communities. On the other hand, females are less likely to have personal experience with racial profiling (although they are not immune), and they frequently reported seeing young Black males being stopped, or had friends and family members who were stopped by police for no apparent reason.
"Young Black men with a nice car - they are going to get pulled over."
-Young adult female, Middlesex County, NJ
"Police don't believe that guys can afford a nice car."
-Teenage female, Oktibbeha County, MS
"They get the boys more than girls."
-Teenage female, Berkeley County, SC
Child Safety Seats/Restraints
Consensus Findings
About one-third of the participants regularly transport children and the majority use child safety seats. Even if parents do not always use seat belts themselves, they tend to be much more diligent about restraining their children. Participants unanimously agreed that ensuring child safety in the car is the primary reason that they use child safety seats. Even though using child restraints is the law, participants generally are more concerned about child safety than complying with the law. The most frequently cited reason why parents do not use child safety seats was affordability, i.e., parents cannot afford them, though many participants stated that "not caring" or "neglect" may be a reason for some households. Other reasons stated are that seats are uncomfortable for children; the child can be trapped in the seat if there is a crash; and seats require too much space in the car, particularly for large families. While some parents complained that they could not see their child when using a car seat (presumably a rear-facing seat), one significant advantage was the fact that the child could be kept from moving around in the car.
"[An advantage of car seats is] I don't have to keep checking in the rear view to find them."
-Parent, Berkeley County, SC
"Kids don't like it - hollering and screaming. They get out of them.
The driver just can't take all that noise."
-Parent, Berkeley County, SC
"Some lower income people of any race can't afford seats. I see kids all the time who are not in seats. It may be lack of education."
-Young adult male, Cook County, IL
"Don't waste money on all those things."
-Young adult female, Berkeley County, SC
"Some Black parents are still riding around the road holding their children."
"Or the kids are standing up in the seat."
-Two adult males, Oktibbeha County, MS
"People, especially Black parents, believe if kids are in the back seat they are safe, even if they're not in a car seat 'They assume because they are in the back seat they are safe."
-Parent, Prince George's County, MD
Most participants knew that a child's height and weight determine which safety seat is appropriate for the child, though most did not know specific figures (this was not unreasonable since most were not parents of children of an age where it was necessary to know specifics). Many parents had rules of thumb for the progression of a child from a safety seat to a seatbelt. For example, one parent said that when the child can kick the back of the front seat, that child does not need a safety seat. Many others said that when the child is "too big" for a safety seat, it needs to be replaced. Other parents mentioned weight requirements in general, but not specific thresholds.
"[It's time to switch seats] when they weigh over 60 pounds or when their
legs touch the back of the front seat."
-Adult female, Jackson County, MO
As a final area of commonality, Black parents overwhelmingly rely on the instructions and guidelines provided with the safety seat for guidance on selection and installation. Few, if any, received other outside help, which might present problems for those who purchased second-hand seats or obtained "hand-me-downs."
"[People learn about installing car seats] on the box. A lot of them do not know because they do not purchase them new."
-Parent, Oktibbeha County, MS
Although participants had heard of booster seats, few knew who should use them, how they are installed, and why they need to be used. Most knew that booster seats are used to enhance safety, but many also questioned the extent to which safety is enhanced.
"[Booster seats are not safe because] They are too open."
-Young adult female, Middlesex County, NJ
Participants suggested a wide range of sites to inspect booster and safety seats to ensure proper installation. These suggestions included local health departments, community centers, stores where child seats are purchased, police and fire stations, and motor vehicle departments. While the participants were suspicious of police officers in terms of law enforcement, they trusted them to check child safety seats.
Geography-Based Differences and Similarities
Many issues regarding child safety seats drew a similar response across all six focus group communities, as described in the consensus findings above. The primary difference was in the locations suggested for child seat checkup events. In Oktibbeha County, participants most often suggested motor vehicle departments, car dealerships, and police stations. Jackson County was the only county where participants routinely suggested schools and churches as good sites for child seat checks. The suburban participants suggested that retail stores (e.g., Kmart, Toys "R" Us) are good sites to check on the installation of child safety seats. One could infer from these findings that different types of communities have different key geographic focal points or centers of activity.
(Following the completion of focus groups in Berkeley and Cook Counties, the focus group guide was changed and from that point forward, participants were asked about child seat inspection sites. Participants from Berkeley and Cook Counties did not contribute information to this question.)
Fewer participants from Prince George's and Middlesex Counties than in the other study sites stated that they did not use child safety seats, and participants from both of these communities noted that information on child safety seats (size, appropriateness of seats, installation instructions) could be obtained from TV and the Internet. In the small community sites, it appeared that participants have generally heard about booster seats, but they are unsure when to use them and what benefits they serve.
Differences and Similarities by Age and Gender
All participant groups, regardless of age or gender, supported using child safety seats. The perceived advantages in all cases surpassed the perceived disadvantages.
The major difference among age groups appeared to be exposure, since safety seats were familiar to all groups. Seniors appeared less likely than other age groups to transport children in motor vehicles, although those who were grandparents and transport grandchildren knew about child safety seats and used them all the time. While all groups were aware of safety seats, teens across the communities had limited knowledge of booster seats. Adults and young adults (ages 20-44) were the most consistent group to transport children in motor vehicles and to use safety seats, and were most aware of the details of child safety seats.
Females, much more often than males, stated that they routinely use child safety seats. Males tended to know much less about booster seats than females and were less sure about which safety seats were the most appropriate, after infant seats.
"They use them when they are babies, but when the kids get old they
don't upgrade or get the next type."
-Adult male, Middlesex County, NJ
"I require my grandchildren to use seat belts and generally don't see the use of child seats after the age of 3, rarely see booster seats in our neighborhoods."
-Senior citizen, Jackson County, MO
In terms of sites for child safety seat checks, females and males suggested similar sites with very little variance, including police and fire stations, day care centers (or locations with a lot of children), vehicle inspection stations, and motor vehicle departments. Teens were the only group that identified drive-through restaurants as possible sites for seat checks.
Teens were also more inclined to state that people do not use safety seats because they do not have (or want to take) the time to install the seats properly.
Men in the 20-27 age group appeared to be significantly less interested in safety seat issues than any other group. Comments from men in this age category included "buying the cheapest seat you can find," "picking up whatever you can get," and other comments that indicated a low level of interest. In terms of checkpoints, all participants wanted the checkpoints to be held in easily accessible places. Males in the 20-27 age group often wanted checkpoints to be in destination locations; in other words, they were generally not willing to go out of their way to have safety seats checked.
[How do people obtain car seats?] "Go to Wal-Mart and grab the cheapest one that they see."
-Young adult male, Oktibbeha County, MS
Media And Outreach Opportunities
Local Leadership and Organizations
Consensus Findings
The participants were asked to identify:
- Who would be effective in leading traffic safety efforts in the community;
- Who most influences people in their age group in the community;
- Who is trusted and who is not; and
- Which organizations and groups they interact with on a continuing basis that would be effective in delivering traffic safety messages.
A majority of participants stated that nonprofit organizations, churches, and schools are the most effective in leading traffic safety efforts in the community. The most trusted in leading traffic safety efforts were doctors, hospitals, and churches. Politicians and law enforcement were least trusted in the community. When asked for an explanation of their choices, most participants felt that politicians have their own agenda. In terms of law enforcement, the majority perceived the police to be insincere in their efforts to help the community and perceived some law enforcement officers as needing to be policed themselves. Although churches were considered to be trusted entities within the community, religious leaders were consistently found in both negative and positive categories when being considered for spokesperson roles. Therefore, the decision to use a religious leader should be made on the local level after consideration of the religious leader's reputation in the target audience. Any spokesperson should be selected with care and due consideration of the opinions of the local Black community. Churches and schools were most frequently named across all groups as consistent gathering places that could be used for delivering highway and traffic safety messages.
Geography-Based Differences and Similarities
In Oktibbeha and Berkeley Counties, participants consistently said that religious leaders are a positive influence. At these sites, participants named schools, religious organizations, and hospitals as good organizations to lead community efforts. Participants in Prince George's and Middlesex Counties identified peers, the media, and parents as positive influences. Prince George's and Middlesex County participants also named schools, religious organizations, and hospitals as positive community organizations. Likewise, participants in Jackson and Cook Counties named the media and parents as positive influences and commented that churches and schools were good groups to lead a traffic safety effort in the community.
"Doctors and hospitals have had the training, so people would believe them."
-Senior citizen, Oktibbeha County, MS
"Around here, people want you to "show me,' they just don't want to take anybody's word."
-Young adult male, Berkeley County, SC
"Schools are good because they reach kids while they are young to help them develop good habits. They have a captive audience."
-Young adult female, Cook County, IL
Differences and Similarities by Age and Gender
The most striking difference existed in who most influences their age groups in the community. Teens (ages 16-19) named media, celebrities, and school antidrug programs as most influential; young adults (ages 20-27) named the media, family, and church; and adults (ages 28-44) most often named family.
"Parents and peers would be effective."
-Adult male, Cook County, IL
"I'm influenced by television, friends, older brothers and sisters and
family members other than my parents."
-Teenage male, Prince George's County, MD
"Health care professionals are really good and local hospitals and paramedics because they are the first line of defense. They see all the accidents and victims."
-Adult female, Berkeley County, SC
Similarly, both males and females stated that school, church, and family were the strongest influences in the community. Male focus group participants stated that local law enforcement was not viewed as a positive influence in the community; females were not as consistent in this opinion as males. (This negative opinion of law enforcement was also highlighted earlier). Approximately 99 percent of the focus group participants viewed racial profiling as a problem in their community.
When asked about local leaders and organizations to lead community efforts, both males and females stated that they would rely on their church leaders and nonprofit groups (i.e., MADD, NAACP, etc.) rather than politicians. Coaches were cited as positive influences by male participants. Many male teenagers said they respect and will listen to what their coaches tell them.
Ads and Media Messages
Consensus Findings
Participants were asked to identify (a) ads and messages that work well in the Black community and to explain why they work; (b) ads and messages that were viewed negatively by the Black community and to explain what was wrong with them; (c) traffic safety messages that were memorable; and (d) messages with which Blacks identify.
Ads and messages that work well in the Black community and why they work
In general, participants said that ads with real-life situations and ordinary people tend to work best in reaching Black audiences because they are believable and usually they have a connection to the Black community. They are considered to be more trustworthy or credible.
"To deal with Black people, you have to make it relevant to us."
-Adult male, Berkeley County, SC
Ads that have music, rhythm, catchy tunes, and slogans also work well. Historically, music has been a staple part of Black culture across all ages and socioeconomic levels. Overall, the anti-smoking and the HIV/safe sex ads were viewed as effective examples.
Ads and messages that were viewed negatively and why
In general, participants did not like ads and messages that try to be too Black, too ethnic, or too urban. Many of the participants, particularly older ones, were resistant to messages that emphasize forced change. Many participants emphasized that messages should target changing the community's mindset about the benefits of traffic safety, rather than forcing the changes. As participants in Berkeley and Oktibbeha Counties advised: the key to a successful outcome is providing education to help people make the right choices.
"Should be more sensitive to your background and not make generalizations about people."
-Young adult female, Berkeley County, SC
"The Toyota SUV thing. I did not like the reference to Blacks and gold teeth.
It's a stereotype and insulting."
-Adult male, Cook County, IL
"Ads that always show Black people dancing around. They just show White people eating. We have to rap and sing when we go out. Why can't we just eat?"
-Teenage female, Cook County, IL
Traffic safety messages that are memorable
The commercial featuring the crash-test dummies overshadowed any other traffic safety message that participants could recall. Likewise, traffic safety messages showing videos of drunk driving victims ranked high among the participants. When asked if they had seen or heard any traffic safety messages directed toward the Black population, participants said the messages they have seen have been general and are not specific to the Black community.
Messages with which Blacks identify
A significant number of participants noted that Blacks identify with ads that are realistic and truthful, and which feature ordinary Black people. If celebrities are used, participants thought those messages would be more effective if they are delivered by local celebrities or celebrities who have been personally affected by an issue. Participants made no distinction between radio, television, and billboard ads. However, ads with too many facts and statistics do not work in the Black community. Some of the male participants said that they are suspicious of traffic safety statistics.
"Be honest and show the truth. If you are saying that 94% of Blacks support traffic safety,
show me how this is true."
-Adult male, Prince George's County, MD
"I don't believe the answers [on the traffic safety survey]; none of my friends would agree with those responses. Black people are only giving you the answers they think you want rather
than what they actually do."
-Senior citizen, Oktibbeha County, MS
Geography-, Gender-, and Age-based Differences and Similarities
No geographical, gender, or age differences were found regarding the effectiveness of fact-based messages and messages that contain music. However, a geographical difference in opinion was found for the most frequently identified characters in positive ads and messages. In all counties except Prince George's County, Michael Jordan and Magic Johnson were considered to be good influences in the Black community on issues such as sports and HIV/AIDS awareness. Prince George's County emphasized family, parents, peers, doctors, and paramedics as stronger influences than celebrities. Teens preferred using celebrities in advertisements. In addition, some of the most memorable advertisements across all geographical, gender, and age groups included athletic shoes, crash-test dummies, safe-sex campaigns, HIV/AIDS campaigns, drinking and driving, and anti-smoking ads (particularly the TRUTH campaign ads sponsored by the American Legacy Foundation). Participants did not differ on the choice of preferred media for advertising; billboard, radio, and television ads were all identified as viable delivery options.
Key Factors to Successful Messages and Programs
Consensus Findings
Participants were asked to identify factors that are most important when trying to reach and influence the Black population with traffic safety programs. The majority of participants stated that using positive role models and reality-based commercials would catch the attention of Black viewers. They felt that the community could identify more with people who are role models. Participants emphasized that role models do not need to be celebrities; however, if the celebrity is regularly identified with an issue and regularly participates in community activities, he or she might be more effective than a celebrity who did not. A parent in Berkeley County, SC said,
"Watching videos - some of my students think nothing is going to happen to them; because when the stars get in trouble, they get off [are not punished].
So my students think it is ok to get in trouble."
According to participants, reality-based commercials demonstrate that traffic crashes and fatalities can happen to anyone, without needing supporting statistics.
Geography-Based Differences and Similarities
Similarly, all of the communities stressed the importance of fact-based messages. Each community, however, provided additional key factors to successful messages. At two small community sites (Oktibbeha and Berkeley), participants consistently said that the key to a successful message was to provide education, regardless of the target audience. Participants in the two suburban counties (Prince George's and Middlesex) stressed that ads should use reputable people who are trusted in the community. Participants in the two urban counties, Jackson and Cook, stated that music and social gatherings might be used successfully to get the community's attention.
"The cigarette truth ads were pretty good;
it was the hard honest truth about ammonia and stuff in cigarettes."
-Adult male, Berkeley County, SC
"Commercials about the basketball star killed by drunk driving has a big impact."
-Teenage male, Jackson County, MO
"Friends being killed in accidents or Derrick Thomas killed in his SUV are powerful."
-Young adult female, Jackson County, MO
Differences and Similarities by Age and Gender
Teens (ages 16-19) stated that young people should be used to deliver messages. Young adults between the ages of 20 and 27 felt that reality-based commercials were most effective, and adults (ages 28-44) most often identified educational commercials as most important. Across focus groups, there were varying opinions of what constituted a successful message, and opinions varied with each age group. With increasing age, participants felt that rather than focusing on who is in the ad, greater emphasis should be placed on the content.
"Music, particularly rap artists, have a major influence on young people."
-Teenage female, Middlesex County, NJ
"Continual education. Consistent education and then there is no excuse for not knowing."
-Parent, Prince George's County, MD
Similarly, both males and females stated reality-based messaging is important. Male focus groups, however, also stated that they want to be entertained to hold their attention. Females emphasized the educational aspect of the ad as most important.
"Nike creates images of the way I like to see things be."
-Teenage female, Jackson County, MO
"People are more impressed by what you do - not what you say."
-Adult Male, Prince George's County, MD
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