United States Department of Transportation
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Highway Safety in Black/African-American Communities: Issues and Strategies
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2002-09-17
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[PDF-1.04 MB]
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Edition:Final report
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Abstract:As traffic safety needs and problems differ across populations, so are the strategies required to address them. Efforts to improve traffic safety in the Black community have been handicapped, however, by a lack of information on communication strategies that would be helpful in determining and shaping effective interventions. The purpose of this study was to identify traffic safety needs of Black communities within the United States and to determine effective means of directing traffic safety messages to these populations. Based on the research, specific guidelines for conducting interventions targeted to the Black community were produced. Information was collected from officials and representatives from local agencies and organizations through one-on-one discussions and with focus groups with members of the general public in six targeted locations across the United States. The six study sites were Berkeley County, SC; Cook County, IL; Jackson County, MO; Middlesex County, NJ; Oktibbeha County, MS; and Prince George's County, MD. Representatives from agencies and organizations identified the improper or nonuse of child safety seats as a major problem. Focus group participants ranked drinking and driving as the top or one of the top three problems. Aggressive/reckless driving and speeding were also given high priority by focus groups participants. When promoting traffic safety programs to Black populations, research participants recommended positive, realistic messages that portray truthful, ordinary Black people in believable situations. Families were identified as the most positive influences. Churches and schools were recognized as the most trusted and effective venues for reaching the Black community with traffic safety messages.
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