Identification And Development Of Countermeasures For .

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August 1982Final ReportQU.S. Departmentof TransportationNotional HighwayTraffic SafetyAdministrationDOT HS-806-327Identification and Development ofCountermeasures for Bicyclist/Motor-Vehicle Problem TypesVolume II-Public Informationand Education MessagesBlomberg, R. D., Leaf, W. A., Hale, A.,Farrell, M. L. & Cross, K. D.*Dunlap and Associates, Inc.One Parkland DriveDarien, Connecticut 06820Contract No. DOT HS-7-01726Contract Amount 328,209sThis document is available to the U.S. public through the National Technical InformationService, Springfield, Virginia 22161

This document is disseminated under the sponsorshipof the Department of Transportation in the interestof information exchange. The United States Govern ment assumes no liability for its contents or usethereof.

Technical Report Documentation Page1. Report No.3. Recipient's Catalog No.2. Government Accession No.DOT HS 806 3274. Title and Subtitle5.Identification and Development of Countermeasures forBicyclist/Motor-Vehicle. Problem TypesReport DateAugust 19826. Performing Organization CodeVolume II - Public Information and, Education Messages8. Performing Organization Report No.7. Author's)Blomberg, R.D., Leaf, W.A., Hale, A.,Farrell M.L. & Cross, K.D.*9. Performing Organization Name and AddressEd-81-11-210.Dunlap and Associates, Inc.One Parkland DriveDarien, Connecticut 0682011. Contract or Grant No.DOT-HS-7-0172613.12.Work Unit No. (TRAIS)Type of Report and Period CoveredSponsoring Agency Name and AddressU.S. Department of TransportationNational Highway Traffic Safety Administratic;n400 Seventh Street, S.W.14. Sponsoring Agency CodeWashington, D.C. 2059015.Supplementary Notes*Dr. Cross is a Vice President of Anacapa Sciences, Inc., in Santa Barbara, Californiaand participated in this effort under subcontract.16. AbstractA detailed re-analysis of previously collected bicycle/motor-vehicleaccident data (Cross and Fisher, 1977) was conducted to definepotential countermeasures.Countermeasure development was thenundertaken in the areas of Public Education (this Volume), Training(see Volume 1) and Model Regulations (see Volume III). A set of10 TV spots in storyboard form, four radio scripts and a cameraready reproducible of a poster were developed. Recommendationsfor implementing and field testing the developed messages are included.17. Key Words18. Distribution StatementDocument is available to the U.S. publicthrough the National Technical InformationService, Springfield, Virginia 22161Messages; Bicycle Safety; Public Education; Public Service Announcements19. Security Clossif. (of this report)UnclassifiedForm DOT F 1700.7 (8-72)20. Security Clossif. (of this page)UnclassifiedReproduction of completed page authorizedi21. No. of Pages8822. Price

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ADDENDUMThe NHTSA approach toward alleviating the bicyclist/motor-vehicleaccident problem was three-fold. First, NHTSA conducted a study toidentify the specific accident situations victimizing bicyclists. TheAnacapa study (Cross and Fisher, 1977) provided an answer to thisquestion with its identification of 36 distinct accident types. Thesecond step taken was to develop prototype countermeasures in the areasof training, public information, and traffic-safety regulation forThe three volumes of the present report byspecific accident types.Dunlap and Associates describe 26 such countermeasures. The third stepin the approach called for NHTSA selectively to develop and test certainof the prototype countermeasures to see if they did indeed reduce targetCurrent funding priorities do not permit accomplishing theaccidents.Consequently, the scripts have not been made into films orthird step.tapes, nor have the countermeasures been tested for theiraccident-reducing abilities.However, even in their prototype formthese countermeasure ideas, have undergone a process of review andcritique by knowledgeable bicycle-safety people, and they do representour best thinking to date on how to reduce these accident problems.Therefore, those who are concerned with improving the safety ofbicyclists in traffic are urged to condider the ideas and advicecontained in these volumes while recognizing their necessarilyNHTSA would appreciate hearing from those who haveincomplete state.put these countermeasures to use especially if measures of effectivenesswere employed.iii

MEDIA PACKAGE SUMMARYTitle:Motorist Perceptual AwarenessTarget Problem:Motorists who fail to detect bicyclists who areclearly visible.Remedial Advice:"Think bicycle" when performing a search. Ifmotorists specifically look for bicyclists, theprobability that they will be detected shouldincrease.Media Forms:60 second TV Spot30 second Radio SpotV

MEDIA PACKAGE SUMMARYTitle:Wrong-Way RidingTarget Problem:Bicyclists who ride the wrong way (facingtraffic) thereby placing themselves in anunexpected position and generating unnecessaryconflicts.Remedial ' Advice:Always ride with traffic, i.e., "Go with theFlow. "Media Forms:30' second TV Spot30 second Radio Spot4-Color Postervi

MEDIA PACKAGE SUMMARYTitle:Bicyclist Trapped in Signalized IntersectionTarget Problem:Bicyclists who enter signalized intersectionswhen the signal shows yellow and cannot make itthrough before traffic starts. .Remedial Advice:Bicyclists should never enter an intersectionMotorists shouldduring a yellow signal phase.take a special look for bicyclists before startingfrom a signal.Media Forms:30 second TV Spot30 second Radio Spotvii

MEDIA PACKAGE SUMMARYTitle:Bicyclist Anti-RideoutTarget Problem:Bicyclists, particularly those under 12 years ofage,, who suddenly "ride out" of residentialdriveways or at other locations in residentialneighborhoods without stopping or searching formotor-vehicles.Remedial Advice:Stop and look left-right-left before entering thestreet.Media Form:60 second TV Spotviii

MEDIA PACKAGE SUMMARYTitle:Visual ScreensTarget Problem:Bicyclists who suddenly appear from behindobjects such as parked cars or hedges whichprevent oncoming motorists from detecting thebicyclist.Remedial Advice:Stop at the edge of the visual screen and lookleft-right-left before proceeding into theroadway.Media Form:30 second TV Spotix

MEDIA PACKAGE SUMMARYTitle:Stop Sign IntersectionTarget Problem:Bicyclists who ride through stop signs atintersections without stopping or searching fortraffic.Remedial Advice:Stop at all stop signs and look left-right-leftbefore starting again.Media Form:60 second TV Spotx

MEDIA PACKAGE SUMMARYTitle:Bicyclist/ Parked CarTarget Problem:Bicyclists who collide with the opening doors ofparked cars and/or weave in and out of parkingspaces.Remedial Advice:Follow a straight path alongside parked cars andfar enough from them to avoid an opening door.Media Form:30 second TV Spot

MEDIA PACKAGE SUMMARYTitle:Bicyclist Awareness/ Grossing MotoristTarget Problem:Bicyclists who are struck, particularly byturning motor-vehicles, because the bicyclisterroneously concluded that he or she had beenseen by the motorist and that the motorist wouldyield.Remedial Advice:Never assume you are seen, and look for cuesthat a car in the act of turning is about to moveforward.Media Form:60 second TV Spotxii

MEDIA PACKAGE SUMMARYTitle:Bicyclist Overtaking Cars on RightTarget Problem:Bicyclists who overtake cars on the right atintersections thereby placing themselves in themotorist's blind spot.Remedial Advice:Always ride in the gaps between motor-vehicles,and never overtake them in the motorist's blindspot.Media Form:30 second TV Spotxiii

MEDIA PACKAGE SUMMARYTitle:Bicyclist Unexpected Left TurnTarget Problem:Bicyclists who suddenly and without a rearwardsearch turn left into the path of an overtakingmotor-vehicle.Remedial Advice:Always look behind before moving left.rely on listening for traffic.Media Form:30 second TV SpotxivDo not

MEDIA PACKAGE SUMMARYTitle:Motorist Anti-RideoutTarget Problem:Motorists exiting commercial driveways who donot search effectively for bicyclists, particularlythose in unusual locations, i.e., on sidewalks tothe motorist's right.Remedial Advice:Look left-right-left and be sure to look farenough to see a fast-moving bicycle beforeexiting a driveway.Media Form:30 second Radio Spotxv

FOREWORDThis report is the second volume of the final report of contract numberDOT-HS-7-01726 between the U. S. Department of Transportation, NationalHighway Traffic Safety Administration (NHTSA) and Dunlap and Associates,The objective of the study was to develop countermeasures forInc.bicycle/motor-vehicle accidents by utilizing the results of previousNHTSA-sponsored research which identified specific problem types andcountermeasure approaches.An interim report on this project was previously,published. *This volume is devoted to a discussion of the public information andeducation messages developed.Volume I addresses methods employed in theVolume IIIstudy and a description of the developed training countermeasures.is devoted to the developed regulatory approaches to the prevention ofbicycle/motor-vehicle accidents.The full-size copies of the storyboards andthe actual mechanical of the poster discussed in this Volume were submittedseparately.*Casey, S.M., Cross, K.D., Leaf, W. A, & Blcmberg, R.D.Bicyclists'Inclination and Ability to Search Behind Before Turning Left. Interim Report,. DOT-HS-805-813.Avai as e NTIS.February Ixvii

ACKNOWLEDGEMENTSDevelopmental efforts of this type rely heavily upon numerous agenciesThis study was noand individuals for information, guidance and rom many sourcesexception.Dr.AlfredJ.Farina, Jr., whoto whom the authors are greatly indebted.served as Contract Technical Manager for the National Highway Traffic SafetyAdministration (NHTSA), was helpful and supportive throughout the effort andcontributed in both a creative and review capacity.Edward F. Kearney, Executive Director of the National Committee onUniform Traffic Laws and Ordinances (NCUTLO) and John W. English, formerlyNCUTLO's Research Director, drafted the regulatory language and providedunique insights, both as experts in traffic law and as accomplished bicyclists.Messrs. Mitchell Laub, Joseph Saxe and Stanley Miller of Saxe Mitchell, Inc.,provided the creative development for the public education messages andinputs on the publicity requirements for the Model Regulations.Dr. Steven M. Casey of Anacapa Sciences was a major contributor to thestudy and was the principal author of one of its interim reports.Many others contributed their talents to this effort in a variety of ways.In particular, the authors wish to thank:Dr. Pamela T. Anikeef (N:.TSA)Mr. Frank Bennett (Califo.i:a Department of Education)Mr. Daniel Burden (Florida State Bicycle Coordinator,Mr. Dean Childs (American Automobile Association)Ms. Jean E. Davis (Richfield, Minnesota Department of Public Safety)Mr. Kurt DiLorenzo (Hastings, Minnesota Police Department)Mr. Bob Doeden (Richfield, Minnesota Department of Public Safety)Mr. John Fegan (Federal Highway Administration)Mr. John Fitzpatrick (Sarat3ga, N. Y. bicycle store owner)Ms. Julie Goss (Hastings, Minnesota Police Department)Mr. Ralph Kirsch (National Legislative Director, :.,; ague of AmericanWheelmer.)Mr. Roger Kurrus (NHTSA)Ms. Katie Moran (Executive Director, Bicycle Federation)Dr. Bonita Dostal Neff (Michigan State Bicycling Coordinator)Mr. Lawrence Pavlinski (NHTSA)Dr. Tom Powell (University of Minnesota)Mr. Daryl Skrabak (Bicycle Activist)Mr. Ronald Thompson (Wisconsin Pedestrian/ Bicyclist ProgramCoordina or)Ms. Sharon K.' Wagner (Minnesota Community Bike ProgramCoordinator)Mr. William C. Wheeler (NHTSA)Mr. William C. Wilkinson, III (Bicycle Manufacturers Association)Mr. John Williams (Editor, Bicycle Forum)Mr. Curtis B. Yates (North Carolina State Bicycle Coordinator)To all of the others we may have forgotten, we apologize and extend oursincerest appreciation for their contributions.xix

TABLE OF CONTENTSPage1.INTRODUCTION111.APPROACH2III. GENERAL CONSIDERATIONSA.B.C.D.IV.6CampaignThe Spokesperson--Right RiderProductionField Test Considerations6789THE MESSAGES12A.B.C.D.E.F.G.H.1.JK.13152122Motorist Perceptual AwarenessWrong-Way- RidingBicyclist Trapped in Signalized IntersectionBicyclist Anti-R'deoutVisual ScreensStop Sign IntersectionBicyclist/ Parked CarBicyclist Awareness/ Grossing MotoristBicyclist Overtaking Cars on RightBicyclist Unexpected Left TurnMotorist Anti-RideouREFERENCES2527293133353741APPENDIX A - Bicycle/Motor-Vehicle Accident ProblemType Summariesxx;.

LIST OF FIGURESPageMotorist Perceptual Awareness TV Spot(60 seconds)14Figure 2.Motorist Perceptual Awareness Radio Spot16Figure 3.Wrong-Way Riding TV Spot(30 seconds)18Figure 4.Wrong-Way Riding Radio Spot19Figure 5.Wrong-Way Riding Poster(Red, yellow, green and black- approximate size 17 x 22 inches)20Bicyclist Trapped in Signalized IntersectionTV Spot (30 seconds)23Bicyclist Trapped in Signalized IntersectionRadio Spot24Bicyclist Anti-Rideout TV Spot(60 seconds)26Visual Screens TV SX. t(30 seconds;28Stop Sign Intersection TV Spot(60 seconds)30Bicyclist/ Parked Car TV Spot(30 seconds)32Bicyclist Awareness/ Crossing Motorist TV Spot(60 seconds)34Bicyclist Overtaking Cars o z Right TV Spot(30 seconds)36Bicyclist Unexpected Left Turn TV Spot(30 seconds)38Motorist Anti-Driveout Radio Spot40Figure 1.Figure 6.Figure 7.Figure 8.Figure 9.Figure 10.Figure 11.Figure . 2.Figure 13.Figure 14.Figure i5.xxii

I.INTRODUCTIONThis report presents the public information and education (PI&E)messages developed as part of a study entitled "Identification and Developmentof Countermeasures for Biciiclist/Motor-Vehicle Problem Types."The effortwas funded by contract number DOT-HS-7-01726 from the U. S. Department ofTransportation, National Highway Traffic Safety Administration (NHTSA) toDunlap and Associates, Inc.The method used to generate and select countermeasure ideas fordevelopment is covered in detail in Volume I of this report.This volume willtherefore be devoted to a description of the approach employed to turn aselected countermeasure concept into a finished message design ready for finalproduction.Each of the message designs developed will also be discussed indetail.Before turning to the specifics of the study, it is essential to define theterm "message" as used herein. For the purpose of this effort and most otherNHTSA work in bicycle and pedestrian safety, a message has been defined asan educational countermeasure suitable for distribution through the massmedia. Alternatively, a "message" might be thought of as information which isdistributed in a manner such that the distributing agency does not have directcontrol over the specific individuals who receive the material.An informationalcountermeasure for which distribution is designed to be on, the -basis ofindividual target audience members has typically been considered a "training"countermeasure in NHTSA's programs.This distinction, although somewhat artificial,as been successful inseparating accident countermeasures, particularly for children, intoconceptually satisfactory ar.d operationally meaningful categories.Moreover,the classification of materials as training or -message countermeasures inaccordance with their initial design intent has apparently not been a deterrentto their effective use in the other delivery modality.For example, the WillyWhistle pedestrian safety film produced for NHTSA as a "message" undercontract number DOT-HS-4-06952 (Blomberg, et al., in process) has beensuccessfully used by the Urban Pedestrian SaTty Demonstration Project inDade County, Florida as part of an in-school training program (contractnumber DOT-HS-7-01808).By design, the current effort was limited to delivering message productswhich were fully developed creatively but had not been executed in their finalmedia form. Specifically, this resulted in storyboards for the cinematic media,scripts for radio and mechanicals (camera-ready copy . rom which printingplates can be made) for printed media. In fact, 10 storyboards, four radioEach of thesescripts and a poster were developed anc. are described herein.products was the output of a systematic approach which is described in theChapter III discusses elements which are common to thenext chapter.production and testing of all of the messages and Chapter IV presents eachitem, its rationale and suggestions for its final production.

II.APPROACHVolume I of this final report detailed the methods used to generatecountermeasure concepts which had potential for implementation as messages,training programs or model regulations.This Chapter describes the criteriaused for determining that a countermeasure was amenable to a messageapproach and the steps taken to develop the final message forms.The approach used to develop the media materials described herein wasthe same one previously used to produce highly effective pedestrian safetymessages (cf., Blomberg and Preusser, 1974; Blomberg et al., in process). Itis based upon the following guiding principles 0 Behavioral Orientation - When possible, remedial advice shoulda re.;s specific behaviors rather than simply highlighting a hazardand allowing the target audience to derive its own solutions.Thisdoes not preclude, however, focusing on knowledge/ awarenesschanges if data are available indicating that tho absence ofknowledge is predisposing people to become a. cident involved. Creative/ Research Synergism - A combination of media and researchskills and ,access to an in- epth accident data base are inherent toMoreover, the interaction between the mediathe entir& approach.and research professionals throughout the creative process isessential. Realistic Expectation - Public education objectives must be realistic.Success depends on establishing behavioral goals which canreasonably be accomplished by television spots, posters, etc., andavoiding goals which recuire, fir instance, a detailed in-depthtraining program to accc-mplish the required communication and/orbasic lid-style changes.The behavioral orientation and creative/research synergism werefacilitated during this study by access to the extensive accident data basecollected by Cross and Fisher (1977) at Anacapa Sciences, Inc.These datawere available in machine-readable form so they could be analyzed to providespecific input to the development of each message.Also, Dr. Kenneth D.Cross, the principal investigator for the accident study, was a subcontractoron this effort.Thus, a wealth of anecdotal information and interpretive skillswith respect to the Cross and Fisher (1977) data were readily available to thecurrent effort.Creative skills were provided by the staff of Saxe Mitchell, Inc., aSaxe Mitchell professionals had workedfull-service advertising agency.previously with Dunlap and Associates, Inc., in the development of successfuland well-received pedestrian safety messages. ;:-fence, all parties had realisticexpectations for the messages developed herein as a consequence of previousIn fact the current effort can truly be viewed as aanalogous experience.multi-level refinement of the approach used in the area of pedestrian safety.The Cross and Fisher (1977) accident study was modeled after and expandedupon the ground breaking pedestrian accident research of Snyder andKnoblauch (1971).The nrese- t bicycle accident co}utermeasures effort, in-G

turn, built upon the approach of previous successful pedestrian accidentcountermeasure efforts (cf. Blomberg and Preusser, 1974; Blomberg et al.,1982; Blomberg, Hale and Kearney, 1974; Hale, Blomberg and Kearney, 1980)which used the Snyder and Knoblauch (1971) data as input.It is important to realize that the entire process by which thebicycle/motor-vehicle accident message countermeasures were created was datadriven."Data, primarily the detailed accident study of Cross and Fisher(1977), were the basic input to the developmental effort and the "groundtruth" against which interim ideas and products were assessed. In short, theaccident data provided the structure, the content and the projected impact foreach message.They also formed the basis for recommendations concerningfield test plans by indicating sample size and strategy requirements and theability to discriminate among the effects of any similar countermeasures at thesame location.The use of accident data early and late in the development process wascritical.Data defined the problem, and data helped structure messageobjectives.Data were also instrumental during the creative developmentprocess itself.They indicated accident types for which messages had to bedeveloped, and they pointed toward opportunity areas or specific situations forwhich highly efficient yet simple, behavioral remedies were possible.Forinstance, the data showed that child rideouts from. residential drivewaysconstituted a large percentage of the total accident problem.Therefore, inany overall attempt to reduce bicycle accidents, it seemed essential to dealwith this specific problem area.Conversely, any set of messages which didnot address this type of problem could not possibly adequately address thechild. bicycle accident problem.The special situation or opportunity area, was also detectable from theCross and Fisher (1977) data. For example, such a special situat on existedwith respect to a subset of Problem Type 17, "Motorist Overtaking:Bicyclist'sPath Obstructed" (Cross and Fisher, 1977, p. 238), in which bicyclists collideOn a percentage basis, this accident type involveswith opening car doors.only a small (less than 1%) proportion of the total accident problem.However,the situation, predisposing factors and precipitating factors leading to thisaccident were all very well define:::.This led to the derivation of simpleremedial advice which was considered amenable to a message approach.It also proved beneficial to develop messages based or. precipitating andpredisposing factors as well as accident types.Precipitating factors areessentially behavioral errors committed by a bicyclist: or motorist which lead toan accident occurrence.Wrong-way riding, i.e., riding facing traffic, was afrequent precipitating factor in several accident types and, therefore, was thefocus of a message. Predisposing factors are environmental or personal, e.g.,Thehealth, conditions which increase the likelihood of a behavioral error.presence of a visual screen such as a fence or hedge was a frequently citedpredisposing factor that became a message theme.The foregoing disc-c.ssion may be considered a macroscopic view of theOn the microscopic or individual message level it wasapproach undertaken.also necessary to apply a set of principles to guide the creative process.These principles, derived from previous efforts (cf. Blomberg and Preusser,1974; Blomberg et al., in process), can be summarized as follows:-3

(1) The target audience should receive some new piece;. of safetyinformation (i. e. , not justbe safe") concerning the existenceand/or avoidance of a hazard.(2) The presentation should be straightforward such that it is clear thatthe message is about safety.(3) The theme of each message should be homogeneous (i.e., integrated,concise) .(4) The safety information must be "sold" to the audience such that theyunderstand the concepts and are motivated to perform therecommended behaviors. or adopt the suggested attitudes.(5) Developed messages should have appeal or entertainment valuesufficient to:a.b,gain and hold the attention of the audienceinsure an opportunity to obtain media time or space(6) Showing completed unsafe behavior should be avoided.(7) Showing completed safe or correct behaviors is necessary,particularly for children.(8) Meeia selection and presentation strategy should be such as toinsure both reaching the widest possible audience and multipleexposure to the same individual.Obtaining at least a singleexposure to as many members of the target audience as possible isreasonable if the attitudinal or behavic-: al change requested is clear,concise and not a burden to adopt.These principles are based, to a great extent, on the realities of currentmass media,, public service advertising.Given the competition among sourcesfor the relatively acarce public service (free) media time and space, messagesmust be developed which can work quickly.They must have the potential toconvey their advice. in a single viewing as the audience may have littleopportunity for repeated viewings.This is particularly true for adult-orientedmaterials for which the competition for available public service slots isparticularly fierce.In this same context, it is important to consider the pc-L' ential of amessage to misinform the audience, particularly if it is only partially received.Thus, principles such as avoiding the showing of completed unsafe acts arereasonable given the possibility that someone, particularly a child, might beprompted to engage in unsafe behavior after viewing it in the media.The last, yet often the most important, consideration in messagedevelopment was the selection of a medium or delivery mechanism for eachThe choice of a medium or set of media for the delivery of each ofmessage.the developed messages took into consideration numerous critical factoryincluding: Message complexir yTarget audience-4

o0Media characteristicsImmediacy of the mediumLimitations on media purchasing by Government agenciesMedia selection had to consider each of these if transmission, i.e., number oftarget audience members who received and understood the message, was to bemaximized.Further, these factors often operated in opposite directions,thereby creating a need to trade-off among alternative solutions.For example,the more complex messages targeted for young children presented a uniqueproblem.If the message were to be delivered in the detail needed to explainall of its concepts, the target audience would almost surely not attend to it.On the other hand, simple, short presentations consistent with the attentionspan of children might not be capable of conveying the message content.While there is no absolute solution to this dilemma, it would appear that thevisual media offer the greatest potential for the effectiveness of the morecomplex messages.Thus, as a general rule during this effort, as messagecomplexity increased and in particular, as the characteristics of the desiredbehavior represented more of radical departure from existing behavior, morereliance was placed on the visual media.Words did not appear as effective inpromoting adoption of complex behaviors as did pictures and demonstrations.For all ages, but particularly for the young, it was considered easier to mimicthan to interpret. In addition, visual media, especially audio-visuals, tend tobe inherently more attention grabbing than pure audio or printed media.The decision to concentrate on mass visual media, specifically television,for the message countermeasures was also made in the context of the entirepackage of countermeasures developed by this study.Training programs (seeVolume I) which rely heavily on the printed word and controlled or repeatedexposure of the target auc.'ence were included.Model regulations (Volume III)detailing permitted and prohibited behaviors were also pi oduced.Hence, itseemed natural to complete the entire countermeasures package with materialssuitable for the mass med.

III.GENERAL CONSIDERATIONSAll of the developed messages evolved from the same process which wasbased on the accident data collected by Cross and Fisher (1977).Eachmessage was carefully designed to adhere as closely as possible to the messageprinciples enumerated in the previous Chapter.Therefore, the messageswould be expected to display some similarities because of their commonheritage.However, the association among the messages, by design, goes wellbeyond a superficial resemblance.The rationale for developing the messagesas a coordinated set or "campaign" will now be addressed followed by adiscussion of the character developed to act as the campaign spokesperson andgeneral production and field testing issues.A.CampaignThe most likely use of messages developed under Federal contract is aspublic service media announcem--nts.While it is possible that a third party,e.g., a private company, might like the spots and purchase air time for them,such an occu

Dunlap and Associates, Inc. One Parkland Drive 11. Contract or Grant No. Darien, Connecticut 06820 DOT-HS-7-01726 13. Type of Report and Period Covered 12. Sponsoring Agency Name and Address U.S. Department of Transportation National Highway Traffic Safety Administratic;n 400 Seventh Street, S.W. 14. Sponsoring Agency Code Washington, D.C .

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