HIGHWAY SAFETY IN BLACK/AFRICAN-AMERICAN COMMUNITIES:
ISSUES AND STRATEGIES

Table of Contents

TECHNICAL REPORT DOCUMENTATION PAGE

ACKNOWLEDGEMENTS

EXECUTIVE SUMMARY

INTRODUCTION

1. Overview
2. Project Goals and General Approach

PROJECT METHODOLOGY

1. Site Selection Process
2. Profiles of Selected Sites
3. Field Research Methodology

FOCUS GROUP FINDINGS IN BLACK COMMUNITIES

1. Problem Identification
2. General Driving Practices
3. General Driving Issues
4. Perspectives on Drinking and Driving
5. Pedestrian Safety Issues
6. Seat Belt Usage
7. Support for Seat Belt Laws
8. Enforcement and Racial Profiling
9. Child Safety Seats/Restraints
10. Media and Outreach Opportunities
11. Local Leadership and Organizations
12. Ads and Media Messages
13. Key Factors to Successful Messages and Program

PERSPECTIVES OF NEEDS FROM AGENCIES, ORGANIZATIONS,
AND ACTIVISTS SERVING THE BLACK COMMUNITY

1. Importance of Outreach in the Black Community
2. Resistance or Barriers Encountered in Outreach to Black Communities
3. Trusted Messengers of Health and Safety Information
4. Perceptions in the Black Community About the Enforcement of Traffic Laws
5. Degree of Awareness/Knowledge in the Black Community of Traffic Safety Issues - Driver, Passenger, and Pedestrian
   
6. Major Driver-, Passenger-, and Pedestrian-Related Traffic Safety Problems
7. Effective and Ineffective Channels of Communication
8. Specific Cultural Issues to Consider When Working in the Black Community

KEY COMPARISONS BETWEEN FOCUS GROUPS AND ONE-ON-ONE DISCUSSIONS

SUMMARY OF THE TOP 11 FINDINGS AND IMPLICATIONS FOR
PROGRAM DEVELOPMENT

GUIDELINES AND STRATEGIES FOR PROGRAM DEVELOPMENT

1. Key Target Groups
2. Obstacles to Effective Message Reception
3. Key Informational Needs
4. Guidelines for Message Development
5. Channels of Delivery
6. Implementation

Appendices

1. 22 Rules For Selecting Counties
   
2. One-on-One Discussion Guide Template
   
3. Focus Group Moderator’s Guide
   
4. Focus Group Screener
   
5. Moderator’s Checklist
   
6. Traffic Safety Problems
   
7. Blue Ribbon Panel Recommendations
   

List of Exhibits

Exhibit 1 6 U.S. Counties That Represent the Black Population

Exhibit 2 County and State Data Measures Used for Site Selection Process

Exhibit 3 Black Population by Region and Sample County Statistics

Exhibit 4 Sample County Profiles

Exhibit 5 Ranking of Safety Issues by Age and Gender

Exhibit 6 Survey Questions and National Findings

Exhibit A-1 Six U.S. Population Groups by Community Size

Exhibit A-2 U.S. Black Population by Region

Exhibit A-3 Black Population by Size and Region

Exhibit A-4 Black Proportion of Population - Category Definition

Exhibit A-5 Ten Year Local Employment Growth Rate- Category Definition