Perspectives of Needs From Agencies, Organizations, and Activists Serving the Black Community
As mentioned in the Introduction, the study team gathered information from two sources: (1) one-on-one discussions with local community leaders and traffic safety practitioners; and (2) focus groups with residents of the local population.
The purpose of the one-on-one discussions was to gather information on the following topics:
- How the agencies and organizations engage the black community;
- Methods that the agencies and organizations have found to be effective in working with the Black community;
- Types of messages and requests towards which the agencies/organizations have found the Black community responsive;
- Perspectives of the highway safety needs of the Black community, and how they fit with other needs;
- Perceived opportunities for promoting highway safety in the Black community.
Study team members obtained names of individuals to participate in the one-on-one discussions from NHTSA regional staff representatives and by identifying local organizations and individuals integral to local traffic safety or the Black community. The study team made every effort to ensure that the lists of identified community members and agencies/organizations were representative of the following community sectors:
- civic, voluntary, and fraternal organizations;
- faith-based organizations;
- young adult and youth-serving agencies;
- health and human services providers;
- community-based organizations;
- local businesses;
- educational institutions and organizations;
- professional associations;
- consumer groups;
- policy and advocacy groups;
- parent groups;
- neighborhood associations; and
- local media.
(It should be noted that the study team member who conducted the one-on-one discussions within a specific site was also part of the team to conduct the subsequent focus group sessions. This approach assured consistency in the information-gathering process and allowed the team member to become more knowledgeable about the dynamics and characteristics of a specific region or site.)
The discussion guides used were industry specific and included the following discussion topics:
- importance of outreach in the Black community and successful and unsuccessful outreach strategies;
- resistance or barriers encountered in outreach to Black communities;
- trusted messengers of health and safety information in the Black community/ leaders in promoting health and safety information in the Black community;
- perceptions in the Black community about the enforcement of traffic laws;
- degree of awareness/knowledge in the Black community about traffic safety issues;
- major driver, passenger, and pedestrian-related traffic safety problems within the Black community and
contributing factors;
- effective and ineffective channels of communication; and
- specific cultural issues to consider when working in the Black community.
These discussion guides were tailored to the 13 community sectors listed on the previous page. Following is a summary, by topic area, from each of the six communities:
Importance of Outreach in the Black Community
Berkeley County, SC. Most respondents felt that community outreach was critical to the effective promotion of programs or initiatives in Black communities, especially in the county’s rural areas.
One of the most successful types of outreach cited was participation in church-sponsored events.
“Church is an excellent way to reach females, who make most of those kinds of decisions (health and safety-related) in the household.”
“Ninety percent of that (outreach) takes place on Sundays in the churches around here.”
“Churches are important - especially in the rural areas -
and it’s important to get the leaders involved.”
Other successful outreach strategies mentioned included door-to-door promotions, visits to local eating and drinking establishments, and attending local sporting events. Unsuccessful strategies included collaborations with organizations or individuals the community does not trust and partnerships with too few organizations.
Cook County, IL. Outreach was also found to be important in reaching the Black community in Cook County. Here, the majority of respondents felt that participating in a few select, key events would be an effective outreach strategy. The Bud Billiken Parade was cited as an example of a successful outreach effort and was described this way by several respondents:
“It is a well planned, well-publicized, and well-attended event.”
“It presents a good opportunity to communicate with large segments of
Chicago’s Black community.”
In the opinions of several respondents, the “sense of community” in Cook County has dissipated since many of the public housing complexes have been torn down. In their opinions, strategies that do not unite communities would prove unsuccessful.
Jackson County, MO. Most respondents felt that outreach is important to promote programs in Jackson County. A few felt that participating in events where there are opportunities for dialogue and one-on-one communication has been a particularly effective strategy.
“When approaching a neighborhood, we ask "are you interested’ not 'we are going to do this.”
The most successful strategy is one-on-one and meeting face-to-face with individuals. The Chamber of Commerce knows the business community and the neighborhood groups
know the community residents.”
Also, the success of various outreach activities depends on the message and the target groups. Respondents noted that churches and schools are ideal venues for holding events.
“Give-a-ways and freebies are important tools for outreach. We call them 'wiz wiz, bang bangs.”
Middlesex County, NJ. According to most respondents, organized events such as health fairs and community festivals are excellent venues to reaching the Black community.
“It guarantees you an audience, especially if it’s popular.
Plus, you don’t have to spend as much time planning and organizing.”
Many suggested school events, particularly events that include children and extended family members, as an excellent strategy.
“Schools are good. I have found if you involve the children, then the parents are likely to support it”
Oktibbeha, MS. Community outreach was seen as important to making inroads in the Black communities in and around Oktibbeha County. Gaining access to key audiences through elementary and secondary schools, Mississippi State University, local Red Cross chapters, and the county hospital was noted as an effective strategy. These organizations were also recognized as very involved in the community.
“They are involved in health and safety anyway, like CPR training, some driver’s education and health fairs. Mississippi State also has extension sites all over the community.”
Prince George’s County, MD. Most respondents had some experience with outreach and they shared successful strategies and offered recommendations. Frequent suggestions included: working through existing events; partnering with organizations; starting small and building a presence over time; and in the faith community, taking time to locate the right church for outreach efforts.
“Some of the churches that are the most active in the community are the largest with 3,000-5,000 members, and have multiple layers. You have to get to engage the pastor first and then have him put you in touch with the right person in that church to make sure you get and stay involved.”
One thing you need to always remember, if the pastor doesn’t want it to happen,
it’s not going to happen.”
Resistance or Barriers Encountered in Outreach to Black Communities
Berkeley County, SC. Many respondents commented that the Black community in Berkeley County is divided along income and geographic lines. Because of this, some encountered problems reaching rural, less-educated, lower-income residents and described them as less trusting and more resistant to new ideas, programs, or activities.
“Many out in the rural areas are not forgiving of the past, and even current disparities that exist. It keeps going on... it’s a generational thing.”
The rural areas are unique. You definitely see a split down racial lines. Blacks in the rural parts tend to be less educated and they are not as quick to get involved in a program
where they can’t see an immediate benefit.”
Sometimes there is a lack of motivation from those less educated about general issues that affect them. Unfortunately, most only respond when a crisis happens
and they need some type intervention.”
When asked what resistance or barriers they faced in their outreach efforts to the Black community, the majority of respondents reported that many in the community did not trust “outsiders.” As one respondent explained,
“The Black community has been hoodwinked a lot... you must show that you are in it for the long haul and that you are committed.”
According to these respondents, the more urban, higher-income residents were more likely to be receptive to and show interest in new information.
Cook County, IL. Most respondents described local Black community members as generally having a strong distrust of law enforcement, government entities, Whites, and people outside their communities. As a result, many had encountered problems initiating programs.
Jackson County, MO. The majority of respondents did not indicate that they had experienced any resistance or barriers in their outreach to Black communities. Some felt, however, that a general lack of trust in the system and authority was a barrier. In their opinions, many citizens are leery of government and government agencies.
“We find that sometimes it’s an 'us versus them' mentality and that can work against a program.”
A barrier to success is when you do not ask permission to work within the community; when you don’t get them to buy in.”
Middlesex County, NJ. The majority of respondents overwhelmingly cited the busy work and personal schedules of many in the Black community in Middlesex County as a barrier to outreach, and many felt this to be true across income and education levels. Some went on to add that busy schedules, along with long commuting times, make it difficult to be effective in outreach.
Another common theme was that economic status and lack of education often contribute to difficulties in reaching some in the Black community.
“The wealthier and more educated will pay closer attention to what you are saying
whether or not it impacts them directly.”
This area is very diverse. There is a large socioeconomic band. New Brunswick is very urban; Plainsboro is middle class and suburban. You have to make adjustments when addressing folks or your message will fall on deaf ears.”
Oktibbeha County, MS. The majority of respondents did not indicate that they had experienced any resistance or barriers in their outreach efforts to Black communities, but several respondents did stress the importance of contacting key opinion leaders before attempting a project of any significant size. Suggestions included Ava Moore, a local businesswoman who at that time was leading the county’s race relations team; Roy Perkins, a local lawyer and alderman; and Dr. Mfanya Tryman, then director of the local NAACP and professor at Mississippi State University.
Prince George’s County, MD. As in Middlesex County, the majority of respondents cited the busy work and personal schedules of many in the Black community as a barrier to outreach.
Similarly, many felt this held true across income and education levels and, in this particular county, geographic location.
“There are a lot of two-income households here and people driving themselves and children to multiple places in the evening.”
After work and school activities really compete for people’s time.
That’s why partnering is so important.”
Trusted Messengers of Health and Safety Information
Berkeley County, SC. In some cases, respondents differentiated between those who would be trusted messengers in the county’s rural communities and those who would have more credibility in urban areas. In rural areas, ministers, nonprofit organizations, and social service agencies were most often mentioned as trusted messengers of information.
“For the Black community, especially in the rural areas, trust is key. Whoever is before the people has to build trust first and have the backing of people who are recognized and 'homegrown.’”
In the rural areas, where people tend not to be as educated, it is really important to use messengers that can break through their defensive attitudes.”
In the urban communities, community leaders (many of whom are elected officials), ministers, and Black police officers were noted as trusted messengers of health and safety information.
“Many of our police officers are from the community and people have grown up with them. They can read the community well and know how to get things done.”
Several respondents mentioned the NAACP as a trusted messenger because of their work on several issues important to the Black community, as well as their success with the Confederate Flag issue.
Representatives from faith, health, community and political organizations also were asked what local or national health programs or organizations they felt were effective at reaching the Black community. Respondents named national pharmaceutical companies, along with the local and national organizations that target Blacks with cancer and hypertension prevention messages.
Cook County, IL. The majority of respondents reported that celebrities, local personalities (radio personalities, not TV anchors), political leaders, and ministers were all trusted messengers of health and safety information in the Black community. However, some reported that police officers, other law enforcement officials, or government agencies would not be good choices.
“Members of the Black community have a strong distrust of law enforcement.”
People tend to be cynical about government entities in this county.”
Jackson County, MO. Leaders from community-based organizations, local sports and entertainment personalities, and religious and political figures were cited as trusted messengers. Not all agreed that health care professionals would be good messengers.
“This county is less progressive in dealing with health and safety issues. You really need leaders people know and recognize to promote a change in behavior.”
Names mentioned as trusted messengers included retired Lt. Colonel Jim Nunn from the organization Move-Up; local personality, Buck O’Neil; religious leader Emmanuel Cleaver, and any football player with the Kansas City Chiefs.
In fact, several respondents mentioned the sobering effect of the tragic death of Kansas City Chiefs player Derek Thomas. He was killed in a vehicular crash and was not wearing a seat belt.
“He was visible and popular in the community.
There have been buckle-up campaigns in his name since his death.”
Several national and local organizations were viewed as leaders in promoting health and safety information in the Black community, including Truman Medical, American Family Insurance, First Guard (a Black-owned HMO), and Emerging Market Manager (a business run by two women who sponsor health fairs, immunization drives, and other health and health-related activities).
Middlesex County, NJ. As in other counties, respondents believed that Black opinion leaders, religious leaders, and Black elected officials are all trusted messengers of health and safety information.
“A collaboration of individuals from these groups who are interested in
health and safety would be a good idea.”
The NAACP was one organization specifically mentioned by several respondents:
“The local NAACP does a good job tailoring messages and disseminating information.”
Individuals representing faith, health, community and political organizations were also asked what local or national health programs or organizations they felt were particularly effective at reaching the Black community. Programs promoting diabetes awareness and cancer prevention programs were mentioned as good examples of tailoring messages to the Black community.
Oktibbeha County, MS. The most trusted messengers of health and safety initiatives in this county include educators (active and retired), the clergy, health care providers, political figures, and the police. Law enforcement officials have a good reputation here and are generally well respected.
Prince George’s County, MD. The majority of respondents in this county said that fire department officials, well-known local opinion leaders, and health care professionals - ”especially to the more educated” - are trusted messengers of health and safety information. One respondent noted that young people typically react positively toward local professional athletes and entertainers. Several pointed out that:
“In this community, familiarity and comfort level is important! Even if you use people credible in the health and safety field, people have to recognize them.”
Names mentioned frequently included County Executive Wayne Curry and County Council President Dorothy Bailey.
The county health department, the larger local hospitals, and the MADD and DARE programs were all programs mentioned frequently as effective at reaching the Black community with messages.
Perceptions in the Black Community About the Enforcement of Traffic Laws
Berkeley County, SC. All respondents agreed that the Black community perceives disparities in the enforcement of traffic laws. The majority believed that Black residents in rural parts of the county have more problems with racial profiling than their counterparts in urban areas.
“Black people know that they are more likely to get stopped in the affluent, White areas of the county. You can’t even get the police to leave the city limits and enforce the laws in
the rural parts of the county.”
Some noted that police agencies in urban areas tend to be more aware of racial profiling. They are also better educated and trained, and therefore, more sensitive to this issue.
Suggestions for improvement included the following:
“Community leaders need to do a better job talking with police agencies and holding them accountable for their actions.”
Perceptions are being addressed by having officers keep logs of every person stopped. But the problem is that there is vague communication from the top. There should be more reporting back to the community on the status of programs in place to eliminate profiling.”
Cook County, IL. The majority of respondents reported that most Blacks are concerned about being stopped while driving by the police and feel they are more likely to be stopped than White drivers. The majority said that racial profiling is a problem and a growing issue in this county.
Jackson County, MO. For most respondents, racial profiling was seen as an important issue and problem in the Black community. Most stated that there was a perception that disparities exist in enforcing traffic laws. In fact, one of the respondents said that he was responsible for the enactment of the first piece of State legislation to address racial profiling.
“Folks have preconceived, negative notions about cops because of the profiling issue. And unfortunately many have not had a positive first experience.”
Some felt that the Black community does not have confidence in the process.
“Even though we have community policing and cops on bikes, there is still a need to talk more openly and frequently with community residents.
This issue needs to be acknowledged as a problem.”
Middlesex County, NJ. All respondents agreed that there is a perception in the Black community that disparities exist in the enforcement of traffic laws. One respondent said she felt Black drivers were more cautious because of this problem, and had a personal story.
“I was stopped three times in a month when I first moved to a White area of the county. I know Black kids who are afraid to visit other kids who live in White areas.”
An elected official pointed out that New Jersey was one of the first States to expose racial profiling as a serious problem. Still, in his opinion:
“It is a hypersensitive issue. There is a high desire for community policing, but as a result, police have been more aggressive than need be.”
Suggestions for improvements included:
“Police forces need to be more diverse.”
There should be emphasis placed on telling young people what the problems are and teaching them how to communicate with police officers when stopped.”
There needs to be more open and honest discussions, maybe through town meetings and forums.”
“Microphones and video cameras mounted in cars would be great!”
Oktibbeha County, MS. Although some respondents agreed that many Black residents believe they are stopped more often than White residents, other respondents disagreed and said it was not a major issue.
Prince George’s County, MD. There was unanimous agreement among the Black respondents that the Black community feels there are disparities in the enforcement of traffic laws.
“Young Black men who fit a certain 'profile’ are often stopped for no reason.
Officers seem to make snap judgments.”
Cops erroneously label Blacks as one thing or another.”
Some said that Black residents actually fear being stopped and that they believe Black motorists are cautious because of this.
“As an African American male, I know that I am more likely to be stopped. I spend a lot of time focused on that while I’m driving because I know it is dangerous to get entangled with the law.”
White respondents, on the other hand, did not view it as a major issue.
“I know that racial profiling is a huge problem elsewhere, but not here.”
Recommendations for improvements included:
“More education for young people on how certain behaviors might be perceived.”
Law enforcement should develop more partnerships around this issue.”
Degree of Awareness/Knowledge in the Black Community of Traffic Safety Issues - Driver, Passenger, and Pedestrian
Berkeley County, SC. Most respondents agreed that while there is a high level of awareness of traffic safety issues in the Black community, the levels of knowledge vary. Several noted that overall, there is less education about traffic safety laws and enforcement in the rural communities.
“Because of the problems in the rural communities with poor upkeep of the roads and the problems that causes for pedestrians, traffic safety issues are a priority.
But I would say there are some knowledge problems too.”
Most people seem to be clear on most driver-related issues, but others are clueless.”
People think they know the laws, but they really don’t. There are a lot of knowledge problems around pedestrian issues.”
Although access to child safety seats was not reported as a problem, the majority of respondents stated that improper use and nonuse of child safety seats was an issue for some.
“I hear a lot of parents complain about kids not wanting to be in the car seats and how the crying drives them crazy. So they take them out or they don’t restrain them at all.”
Hand-me-down safety seats are a problem, especially out in the country.
Many are damaged and too old to be used.”
Respondents also reported that in rural communities, where there tends to be less enforcement, adult seat belts are often used for small children. Many adults buckle multiple children in one seat belt if there are not enough seat belts to go around.
Cook County, IL. The majority of respondents said that both awareness and knowledge of traffic safety issues in the Black community are low, especially among lower income groups.
“With lower income groups, traffic safety does not come up; it is not on anyone’s agenda.”
The awareness of traffic safety issues in the Black community is generally low. The younger generation may be a little more knowledgeable, due to the influence of schools and the media, such as Nickelodeon, BET, and MTV. But for the most part, awareness is low.”
The majority of respondents believed there to be knowledge problems around requirements for, and proper use of, child safety seats.
“I really don’t think that the message that children are always safer in
the back has gotten through.”
Jackson County, MO. In Jackson County, respondents felt that both awareness and knowledge of traffic safety issues is weak.
“People do not seem to know enough about the correct way car seats are
supposed to fit into the car.”
In general, I think folks don’t practice what they know.”
Pedestrians seem totally oblivious to the laws and rules.”
Regarding the issue of child safety seats, a few respondents mentioned an initiative called the Car Seat Diversion Program, which has helped increase awareness and knowledge.
Middlesex County, NJ. The majority of respondents described the level of awareness about traffic safety issues as “low” to “moderate.”
“People just don’t think about it and don’t see the immediate applicability.”
Other transportation issues are more pressing, such as congestion, more bus service and the need for a sophisticated subway system.”
However, one respondent said she felt it was high because of the racial profiling issue.
Some respondents saw a knowledge gap with respect to child safety seats and attributed this to confusion about age, height, and weight requirements.
“There definitely needs to be more spot checks for safety seats.”
Oktibbeha County, MS. Most discussants reported that there is little awareness and knowledge of traffic safety issues in the Black community.
“No organizations have really taken on the traffic safety issue, except for some
small, temporary initiatives.”
However, some stated that people have recently become more aware and knowledgeable about seat belt laws because of increased enforcement.
Prince George’s County, MD. Respondents felt that both awareness and knowledge of traffic safety issues are generally high among Blacks.
“I think knowledge is high because there are so many traffic problems and tragedies. It’s not far from anyone’s mind.”
Awareness is high because Blacks tend to be profiled and everyone knows
it’s a problem in the county.”
However, some participants reported that knowledge problems exist with respect to pedestrian-related safety and safety seat use.
“Safety seats are difficult to use and that creates problems.”
There needs to be more spot checks for safety seat use.”
Major Driver-, Passenger-, and Pedestrian-Related Traffic Safety Problems
Berkeley County, SC. Participants cited road conditions, driving without a license or insurance, dangerous walking conditions for pedestrians, and early-model cars without proper restraints as important problems.
The factors most often mentioned as contributing to these problems included the tremendous amount of growth and redevelopment in the area; trucking on rural roads, which causes deterioration; lack of formal driver education; and lack of enforcement in rural areas.
“Lack of enforcement prompts some to drive without a license, insurance, and
cars that are just plain unsafe.”
There are no sidewalks. There is nowhere for people to walk and it causes the
roads to deteriorate faster.”
There is not enough driver education for young people. Kids drive younger here because they have to learn to operate farm equipment. They end up learning to drive from friends or older siblings who may not be the best teachers.”
Cook County, IL. Respondents cited improper use of child safety seats, small children seated in the front seat, lack of seat belt use, and driving while under the influence.
Jackson County, MO. Participants cited the lack of restraints, particularly on school buses, the lack of speed bumps and crosswalks, speeding, distracted drivers, high-speed police chases, road conditions, and the lack of crossing guards at schools.
There was no consensus on what factors contributed most to these problems.
Middlesex County, NJ. Respondents cited traffic congestion and related problems, aggressive driving, speeding, and the improper use and nonuse of child restraints.
Factors contributing to these problems included problems with the mass transit system; young people who are inexperienced drivers; “...congestion causes aggressive driving and speeding”; and the loss of school-sponsored driver education courses.
Oktibbeha County, MS. Respondents cited driving while under the influence, speeding, disobeying helmet laws, the improper use or nonuse of child safety seats, and frequent farming or heavy equipment accidents.
Participants reported the following as factors that contribute to these problems: economic concerns regarding purchasing helmets and child safety seats; young drivers “drag racing” down rural roads; and drivers with excessive numbers of passengers (especially children) and not enough restraints.
Prince George’s County, MD. Respondents cited aggressive driving, speeding, inattentive drivers, and inexperienced drivers.
Factors contributing to these problems included the abuse of drugs and alcohol, “the demise of driver education programs in public schools,” traffic congestion leading to “road rage,” and cell phone use.
Effective and Ineffective Channels of Communication
Berkeley County, SC. According to the vast majority of respondents, “word of mouth” and face-to-face communication are the most effective channels. Many respondents also felt that flyers and direct mailings were effective. Newspapers were almost always cited as the most ineffective channel of communication.
“Word of mouth is very effective - especially from the pulpit.”
Face-to-face dialogue is the most effective. A lot of people don’t read the newspaper.”
Cook County, IL. Television, radio, and newspapers were viewed as the most effective channels of communication in the Black community. However, it was reported that a large segment of the county’s Black community does not read the major newspapers. Many said that the smaller, local newspapers are more popular and are seen as more credible sources of information.
Jackson County, MO. For most respondents, “word-of-mouth” is the most effective channel of communication, with newspapers being the least effective. Seniors can most effectively be reached through the churches and neighborhood associations, and young people through the schools. Festivals and fairs were seen as effective, especially when reinforced with follow-up brochures and flyers.
Middlesex County, NJ. In this county, there was no consensus on the most or least effective channel of communication. Newspapers, radio, television, and schools were all mentioned as being effective. Several respondents felt that “word of mouth” would probably be ineffective, given the busy work, school, and personal schedules of most families.
Oktibbeha County, MS. Local TV stations were described as being very effective channels of communication, providing news, community concern programs, and bulletin boards. Churches and “word of mouth” were also mentioned as good channels. Radio was viewed as being almost as effective as local television.
Prince George’s County, MD. The majority of respondents felt that radio was the most effective channel of communication. Local newspapers were also mentioned as a preferred channel. Mainstream newspapers, however, were felt to be the most ineffective channel.
Specific Cultural Issues to Consider When Working in the Black Community
Berkeley County, SC. The cultural issue most frequently mentioned was the close relationship between family members in the Black community. Respondents said that Blacks in this county tend to feel very “rooted” in their communities, since many families have lived on and owned the same land for generations. Although the “inherent” trusting nature of most in the Black community was heralded by most respondents, many were quick to add that Blacks had become less trusting due to broken promises made by elected officials and large companies in the area.
Cook County, IL. Respondents noted that members of the Black community have a strong distrust of law enforcement and are cynical about government entities. In general, the community is distrustful of Whites and others from outside the immediate community.
Jackson County, MO. One socioeconomic factor raised was the mobility of Black families in Jackson County. Since they are often renters, they move around a lot. Neighborhood safety issues, such as feeling safe when going out in the evening, were also mentioned. And as in other sites, the busy lives of most families was mentioned by many respondents. Families in Jackson County are not unlike their counterparts in other urban areas of the country in that there is little time for weekend and evening activities, and outside interests often compete with work, family, and other priorities.
Middlesex County, NJ. The most common theme was the busy nature of most Black households in the county, with inordinate amounts of time spent in cars commuting between work, home, and outside activities.
One respondent commented that Blacks in Middlesex County are very sensitive to the racial disparities that they believe exist. They have experience with racial profiling in driving situations, as well as housing and employment problems.
Oktibbeha County, MS. Many Black residents reportedly believe that the police stop them more often than Whites. While some discussants agreed with this statement, others said it is not an issue.
Prince George’s County, MD. While no cultural issues specific to the Black community were commonly mentioned, some respondents did comment on the differences in perspectives of Blacks living “inside” and “outside” the Beltway. These people felt that Blacks living “inside,” or in the Washington, DC metropolitan area, were more aware of the “hottest” issues covered in the mainstream media than their counterparts living further away from the District of Columbia.
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