Development of a Marketing Plan to Promote Pedestrian and Bicyclist Safety to Hispanic Audiences

The objectives of this FHWA/NHTSA project included: (1) the development of a plan for marketing pedestrian and bicycle safety issues/concerns to different Hispanic populations in the United States and (2) the development of materials in different formats that would be used to promote pedestrian and bicycle safety issues in the Hispanic community. Focus groups were conducted to better understand what information Hispanics need about pedestrian and bicycle safety. Using information gathered from these focus groups, as well as a literature search and a review of existing pedestrian/bicycle safety materials for Spanish-speaking audiences, the project team created a marketing plan. The project team also developed preliminary outreach materials: two radio PSAs (in Spanish), five bilingual brochures, and five bilingual flyers. These materials were tested by focus groups. In accordance with feedback received from the focus groups, FHWA, and NHTSA, the materials were revised. The project team also developed five bilingual color posters with nearly the same format and content as the flyers. All materials are available from FHWA.