DOT - Generational Planning for Pedestrian Safety - MRAS

The United States Department of Transportation (DOT), through the General Services Administration (GSA), is conducting market research to address the pressing issue of pedestrian safety. This initiative is spearheaded by the National Highway Traffic Safety Administration (NHTSA), an operating mode within DOT, whose mission focuses on saving lives, preventing injuries, and reducing traffic-related healthcare and economic costs. The primary goal of this project is to develop effective interventions targeting pedestrian safety across different generational groups, in response to a worrying increase in pedestrian fatalities. In 2022, 7,522 pedestrians were killed in traffic crashes in the United States the highest number since 1981 highlighting the urgent need for innovative solutions.

This project seeks to understand how generational differences impact pedestrian safety behavior and how educational interventions can be tailored accordingly. It will involve comprehensive research and information gathering, beginning with a literature review to assess existing knowledge on generational learning styles related to traffic safety. The findings from this review will guide the development of data-driven interventions designed to address gaps in current behavioral countermeasures for pedestrian safety. A key aspect of this work will be producing a publishable report that outlines these generational findings, highlighting any gaps or lessons learned.

In addition to identifying educational strategies that resonate with different generations such as Gen Z, Gen Alpha, and Millennials the project aims to pilot test these strategies with age-appropriate audiences. The ultimate objective is to formulate a forward-thinking five-year plan that leverages innovative approaches to tackle pedestrian fatalities and severe injuries effectively. This plan will also focus on overcoming transportation safety barriers faced by communities of color, underserved populations, marginalized communities, and people with disabilities.

The success of this initiative relies heavily on collaboration with various stakeholders including schools, educators, State Highway Safety Offices (SHSOs), law enforcement agencies, community-based organizations, healthcare providers, local officials, faith-based organizations, and other relevant entities engaged in pedestrian safety efforts. These partnerships are crucial for ensuring that the developed programs are inclusive and capable of addressing specific challenges faced by diverse communities across the nation.