I t’ s Up to All o f Us Na tive Child a nd Yo uth Pe de stria n Sa fe ty in Ca lifo rnia
I t’ s Up to All o f Us T r ibally Cultur ally Re le vant Pe de str ian Safe ty Me ssaging Pr oje c t Conduc te d by the National Indian Justic e Ce nte r
Ab o ut the Pro je c t F ro m June 1 to Se pte mb e r 15, 2013, NI JC will e ng a g e trib a l c o mmunitie s a nd o rg a niza tio ns to de ve lo p trib a lly c ultura lly re le va nt pe de stria n sa fe ty me ssa g e s tha t ma y b e inc o rpo ra te d into the e duc a tio na l te mpla te s c o nta ine d in CDPH’ s Co mmunic a tio n fo r Pe de stria n Sa fe ty, Risk, Re spo nse a nd Cha ng e Wo rkb o o k http:/ / www.c dph.c a .g o v/ He a lthI nfo / injvio sa f / Do c ume nts/ Ma ste rRiskCo mmWo rkb o o k.pdf
Pro je c t Ac tivitie s Ac tivity De sc r iption Status A Surve y CA trib e s a nd trib a l o rg a niza tio ns to ide ntify Surve y ha s b e e n c ultura lly re le va nt se c o nda ry ‐ me ssa g e s pe rta ining to fina lize d a nd is c hildre n a nd yo uth pe de stria n sa fe ty to b e use d to ta ilo r c irc ula ting via e -ma il, “I t’ s Up to All o f Us” e duc a tio na l te mpla te s fo r Ca lifo rnia list se rv, ma il a nd o nsite trib e s a nd Na tive pe o ple . e ve nts. Due 9/ 1/ 2013. B Ada pt I UAU e duc a tio na l te mpla te s with the se c o nda ry F a c t she e t with na tio na l me ssa g e s a nd pro duc e a “fa c t she e t” o n Na tive c hild a nd sta te AI / AN da ta a nd yo uth pe de stria n sa fe ty in Ca lifo rnia ha s b e e n dra fte d. Due 9/ 1/ 2013. C Pro mo te trib a l inc o rpo ra tio n o f the me ssa g e s b y pro viding Pre se nta tio n ma te ria ls a wo rksho ps, T T AP tra ining s a nd b y distrib uting the de ve lo pe d; te mpla te s a nd fa c t she e t using the T T AP we b site via pre se nta tio ns o ng o ing . do wnlo a da b le PDF file s, a nd via the T T AP ne wsle tte r. Due 9/ 15/ 2013. D Pro duc e a nd disse mina te via the T T AP we b site a nd b y e - Sto ryb o a rd dra fte d. b la st, a 5-10 minute PSA po dc a st pro mo ting a wa re ne ss o f Re se a rc h a nd ima g e s the c ultura lly re le va nt I UAU me ssa g e s a nd me tho ds in o b ta ine d. Due whic h Ca lifo rnia trib e s a nd o the r re le va nt sta ke ho lde rs 9/ 1/ 2013. c a n use the te mpla te s a nd fa c t she e t a t the lo c a l le ve l. E Pro duc e summa ry re po rt a nd invo ic e fo r CDPH Due 9/ 20/ 2013.
Surve y to Da te https:/ / www.surve ymo nke y.c o m/ s/ Pe d Sa fe tyMe ssa g e
Surve y Re spo nse s fo r Me ssa g e s Pro te c ting the future a nd he a lth o f the trib a l c o mmunity b y driving sa fe ly Sa fe ty is a c o mmunity e ffo rt Pro te c ting the trib a l yo uth put a t risk with unsa fe driving We c a n ma ke c hildre n sa fe r. Ro a ds a re no t a pla yg ro und. T e xting a nd c e ll pho ne c a lls a re a distra c tio n.
Co mmunic a tio n fo r Pe de stria n Sa fe ty: Risk, Re spo nse & Cha ng e Califor nia De par tme nt of Public He alth (CDPH) Pe de str ian Safe ty Pr ogr am (Pe dSafe )
Wha t is Pe de stria n Sa fe ty Me ssa g ing ? A pe de stria n sa fe ty me ssa g e sho uld b e It’s a me ssage a b rie f sta te me nt tha t ra ise s a wa re ne ss that the a mo ng pe de stria ns, drive rs a nd o the r pe de str ian will ro a d use rs a b o ut risks to pe de stria n sa fe ty a nd ma y a lso e nc o ura g e r e me mbe r ! It’s a me ssage b e ha vio ra l c ha ng e to re duc e tho se risks. A pe de stria n sa fe ty me ssa g e is e ffe c tive that modifie s whe n the me ssa g e is re le va nt to a pe de str ian pa rtic ula r risk, a g e g ro up, ro a d use r be havior . a nd/ o r e a sy to re me mb e r. It’s a me ssage Unlike broad public c ampaigns, a that inc r e ase s c ulturally re le vant pe de strian safe ty safe ty and me ssage is about you and othe r pe de strians in your c ommunity ! awar e ne ss!
Purpo se o f the Wo rkb o o k Co mmunitie s a re re c o g nizing the b e ne fits o f b uilding he a lthie r a nd g re e ne r c o mmunitie s. One s tha t a re a c c e ssib le thro ug h wa lking a nd b i king . And a s we e nvisio n, c re a te a nd pro mo te the se he a lthie r ste ps, a nd g e t mo re pe o ple o ut wa lking , we ne e d to e nsure tha t pe de stria ns re ma in sa fe . T his Wo rkb o o k e xplo re s me tho ds to c o nduc t o utre a c h a nd o rg a nize a ro und pe de stria n sa fe ty issue s a nd pre pa re a nd re spo nd to pe de stria n c ra she s in a wa y tha t pro mo te s e duc a tio n a nd c ha ng e . T hro ug ho ut the Wo rkb o o k, CDPH e mpha size ho w r isk c o mmunic atio n a nd c o mmunic atio n fo r k to g e the r to c re a te sa fe r c hange wo r pe de stria ns e nviro nme nts. T he Wo rkb o o k is pre se nte d in two pa rts. Pa rt One fo c use s o n c ha ng ing pe rc e ptio ns a nd b e ha vio rs a nd pro vide s stra te g ie s fo r b uilding a nd disse mina ting c o mmunity c ha ng e me ssa g e s tha t c a n c re a te a nd suppo rt pe de stria n - frie ndly e nviro nme nts . Pa rt T wo fo c use s o n c o mmunic a tio n during a pe de stria n - invo lve d c o llisio n a nd se rve s a s a g uide to he lp yo u write a nd imple me nt a risk c o mmunic a tio n pla n tha t c le a rly de fine s yo ur g o a ls, o b je c tive s a nd a c tio ns so tha t yo u a re pre pa re d to re spo nd to the me dia a nd the pub lic in a pe de stria n – invo lve d c o llisio n.
Purpo se o f the Wo rkb o o k I f yo u a re re spo nsib le fo r impro ving pe de stria n sa fe ty in yo ur c o mmunity, this wo rkb o o k pro vide s to o ls, stra te g ie s a nd te mpla te s fo r c o mmunic a ting pe de stria n sa fe ty me ssa g e s. T he c o nte nt c a n b e mo difie d to me e t the ne e ds a nd a ddre ss c o nc e rns uniq ue to yo ur c o mmunity.
Ho w c a n T rib e s use this wo rkb o o k? Me dia advoc ac y a llo ws c o mmunity g ro ups to stra te g ic a lly e xpre ss the ir sid e o f a n issue in a ma nne r tha t a pplie s pre ssure fo r a nd pro mo te s so c ia l c ha ng e . It is a pro c e ss o f d isse mina ting info rma tio n thro ug h me d ia c o mmunic a tio ns, e spe c ia lly whe re the a im is to e ffe c t a c tio n, c ha ng e po lic y, o r influe nc e the pub lic 's vie w o f a n issue . Risk Risk c ommunic ation fo c use s o n c o mmunic a ting kno wle d g e a b o ut ha za rd s a nd Co mmunic a tio n thre a ts, a nd a c tio ns the pub lic c a n ta ke to minimize the m. Risk c o mmunic a tio n fo r pe d e stria n sa fe ty is und e rta ke n b y skille d sub je c t - ma tte r e xpe rts, suc h a s tra ffic sa fe ty e ng ine e rs, pub lic info rma tio n o ffic e rs, la w e nfo rc e me nt a nd o the rs within a Co mmunity va rie ty o f pub lic he a lth, tra nspo rta tio n a nd re la te d d isc ipline s. Risk c o mmunic a to rs No rm Cha ng e a c t o n b e ha lf o f pub lic o r priva te se c to r e ntitie s to info rm a nd he lp pre pa re the pub lic fo r a po te ntia l a d ve rse e ve nt o r o utc o me . m c hange is a b ro a d e r stra te g y tha t c o mb ine s b e ha vio ra l, Community nor Pro te c ting le g isla te d a nd e nviro nme nta l shifts to a c hie ve c o mmunity wid e c ha ng e . T his Pe d e stria ns stra te g y invo lve s me ssaging , o r “c hange c o mmunic atio n.” With c ha ng e c o mmunic a tio n we c a n: • Pro mo te a c ha ng e in the b e ha vio r o r b e lie f o f ind ivid ua ls, c o mmunitie s a nd institutio ns c o nc e rning pe d e stria n sa fe ty. • Re a c h spe c ific a ud ie nc e s with re le va nt pe d e stria n sa fe ty me ssa g e s. • Impa c t the fa c to rs tha t influe nc e b e ha vio r, inc lud ing physic a l, e nviro nme nta l, po lic y o r institutio na l.
Wo rkb o o k – Pa rt One : Co mmunic a ting fo r Cha ng e Co mmunity No rm Cha ng e a nd Pe de stria n Sa fe ty Re a c hing yo ur a udie nc e thro ug h Me ssa g ing Me ssa g e De ve lo pme nt Pa rtne r a nd Sta ke ho lde r Co mmunic a tio ns
Wo rkb o o k – Pa rt T wo : Co mmunic a tio n fo r Pe de stria n Sa fe ty Risk Co mmunic a tio n Ove rvie w Me dia Outre a c h Spo ke spe rso ns a nd Me ssa g e s Risk Co mmunic a tio n Pla nning a nd Re spo nse
Multi-Pro ng Appro a c h T o b e suc c e ssful in re duc ing pe de stria n risk, thro ug h c ha ng ing a c o mmunity’ s a ttitude s a nd b e ha vio rs (so c ia l no rm c ha ng e ), the a ppro a c h sho uld inc lude a va rie ty o f a c tio ns tha t fo c us o n: E ng a g ing sta ke ho lde rs/ pa rtne rs to b uild c o mmunity 1. b uy-in; I mpro ving o r c ha ng ing the physic a l e nviro nme nt 2. whe re po ssib le ; E duc a ting pe de stria ns a nd drive rs o n sa fe ty 3. me a sure s; a nd Me ssa g ing tha t impa c ts pub lic a ttitude s a nd 4. b e ha vio rs.
Me ssa g ing Stra te g y Who is yo ur a udie nc e ? Are yo u trying to c ha ng e the ir b e ha vio r? Ho w c a n yo u re a c h the m with yo ur me ssa g e ? Are sig ns b e tte r tha n so c ia l ne two rks? I s timing o f the me ssa g e impo rta nt? Se e Wo rkshe e t o n Po pula tio n a nd Me ssa g ing Cha ra c te ristic s a s a te mpla te e xa mple
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