5. PROGRAM EVALUATION (continued)5.2.5 Awareness of Program Activity Categories
Table 39 shows the category or type of awareness by Peoria neighborhood and survey wave, that is, awareness of program publicity, police involvement and roadway treatments. Significant increases in awareness of publicity from pre-program to follow-on respondents were obtained in all three Peoria neighborhoods. Publicity awareness increased from 10.5 percent to 51.4 percent in the 95 th Avenue neighborhood, from 33.3 percent to 66.7 percent in Desert Harbor , and from 40.5 percent to 68.1 percent in Bell Park .
Table 39 also shows a significant increase in awareness of roadway treatments for Peoria neighborhoods. Awareness increased from 23.7 percent to 77.9 percent for 95 th Avenue , from 14.0 percent to 45.1 percent for Desert Harbor and from 64.1 percent to 95.7 percent for Bell Park . The relatively low level of awareness of road treatments for 91 st Avenue in comparison to the other two neighborhoods is consistent with the fact that no road treatments were implemented in that neighborhood. The very large awareness of road treatments for Bell Park is likely the result of the speed humps that existed on 85 th Lane when the pre-program survey was done and the speed tables and 3-D markings that were installed on 84 th Avenue as part of the Heed the Speed program.
It is interesting to note that there was a decrease in awareness of police activities among both 95 th Avenue and Desert Harbor respondents. There was a non-significant drop from 50 percent to 37 percent in 95 th Avenue and a significant drop from 74.5 percent to 39.5 percent in Desert Harbor . In Bell Park there was a significant increase from 19 percent to 44.2 percent . There is no apparent explanation for these changes in awareness of police activities as they are not consistent with the special enforcement data presented earlier.
Table 40 provides similar data on the awareness of the different types of program activities by neighborhood and survey wave for Phoenix residents. This table shows a significant increase in awareness of publicity from pre- program to follow-on respondents for Sweetwater from 14.3 percent to 62.8 percent and a non-significant increase from 44.1 percent to 55.4 percent for Moon Valley . For Clarendon, a decrease in publicity awareness from 35.1 percent to 24.2 percent was noted. As indicated previously, this is likely due to the high baseline rate of awareness and the absence of an organized group in the Clarendon area to distribute program literature.
With regard to police involvement, all Phoenix neighborhoods showed an increase in awareness from pre-program to follow-on study waves. There were significant increases in the Sweetwater neighborhood from 35.7 percent to 66.3 percent and in the Moon Valley neighborhood from 39 percent to 58.3 percent . There was a non-significant increase in Clarendon from 12.1 percent to 18.2 percent .
Finally, with regard to roadway treatments, only residents of the Moon Valley neighborhood reported an increased awareness in roadway treatments. This was a large and statistically significant increase from 41.4 percent to 80.6 percent . Both the Sweetwater and Clarendon respondents reported a decrease in awareness of roadway treatments from pre-program to follow-on waves. However, they both reported a very high awareness of roadway treatments in both waves. Sweetwater respondents indicated a 76.7 percent pre-program awareness of roadway treatments and a 71.9 percent follow-on awareness. These data for Clarendon were 89.7 percent and 88.2 percent , respectively. These results are fully consistent with actual program activities as reported earlier. Moon Valley received new treatments during the program and had no pre-existing treatments. Sweetwater had pre-existing treatments on the side streets and received no new vertical treatments during the program. Clarendon had speed humps on the street itself when the program began and received no other roadway treatments.