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MARKET  RESEARCH  FOR  REVISITING THE PSA Directions:  In  this  document  is information relevant  to completely RETHINK and REVISIT your PSA treatments.  1- Read  all  the  market  research  here  to  identify  the  best  target  audience(s)  for  each  PSAs. 2 -With that audience in mind,  write  a new treatment for each PSA  to  aim  its  message  at  that   target  audience.  3 - For all of the new treatments, add  a  short  explanation  before  each  new  treatment identifying  who  your  target  audience  is  and  why  you  chose  that  demographic.  The audience comes from the market research findings, not your opinion about who you want to target.

1. PSA 1: Cycling in NYC:Ride smart and safe … on the streets.

MARKET  RESEARCH:  BICYCLING  IN  NYC(For  Ride  Smart,  Ride  Safe  PSA)

Cycling in the City—A Snapshot • According  to  the  New  York  Department  of  Transportation,  commuter  cycling

increased  262%  in  New  York  City  from  2000  to  2010.  And  as  bikeinfrastructure  continued  to  expand  on  city  streets,  general  cycling  increasedby  80%  between  2010  and  2015.

• About  three-­‐quarters  of  a  million  New  Yorkers  (778,000)  ride  a  bicycleregularly  (at  least  several  times  a  month)

• 25%  of  adult  New  Yorkers,  nearly  1.6  million  people,  ride  a  bike  (at  leastonce  in  the  past  year)

MARKET  RESEARCH  FOR  PSA  REVISIONS  

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• On  a  typical  day,  there  are  over  450,000  cycling  trips  made  in  New  York  City

Nearly all bicyclist fatalities (92%) occurred as a result of crashes with motor vehicles.

• Most crashes (89%) occurred at or near intersections.• Although they make up only 5–17% of vehicles on NYC roadways, large vehicles

(trucks, buses) accounted for almost one third (32%) of fatalities.• Nearly all (94%) fatalities involved poor driving or bicycle riding practices,

particularly driver inattention and disregarding traffic signals and signs.

Bicycle lanes and properly used bicycle equipment may reduce the risk of fatalities.

• Only one fatal crash with a motor vehicle occurred when a bicyclist was in amarked bicycle lane.

• Nearly all bicyclists who died (97%) were not wearing a helmet.• Most fatal crashes (74%) involved a head injury.

Men and children face particular challenges.

• Most bicyclists who died were male (91%), and men aged 45–54 had the highestdeath rate (8.3 per million) per age group.

• Among children aged 5–14, the death rate for boys was more than five timeshigher than for girls.

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2. MARKET  RESEARCH:  CLEAN  STREETS  &  SIDWALKS  FOR  HUMANS  & PETS  (For  PSA 2: If the sidewalk is your dog’s toilet, you are the flusher: Clean up after your dog.

Number  of  complaints  to  311  of  “dirty  conditions”  caused  by  dogs  (2014)  

• The  Bronx:  740• Queens:  728• Brooklyn:  614• Manhattan:  220• Staten  Island:  140

Number  of  summonses  given  for  failure  to  pick  up  after  one’s  dog:  

• The  Bronx:  140• Queens:  22• Brooklyn:  26• Manhattan:  17• Staten  Island:  1

Fines to dog walkers who fail to pick up after their animals: $250

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MARKET  RESEARCH  FOR  PSA  REVISIONS  

According to Bronx Borough President Ruben Diaz Jr.: "Increased enforcement of dog waste violations has been a major priority for my office for several years now. We have urged the Department of Sanitation to increase enforcement in the Bronx, and it's clear that those efforts are making an impact. Dog waste is disgusting, and the people who do not pick up after their dogs are just as disgusting."

Additional research: “Dog Waste Management,” Stephen J. Dubner and Steven D. Levitt, New York Times, Oct. 2, 20015

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3. MARKET  RESEARCH for  TEXTING  ETTIQUETTE  (Don’t slow the flow by texting and walking on a crowded sidewalk. When texting, step to the side so people can get by.)

According  to  DOT  statistics,  pedestrian  traffic  is  on  the  rise.  

According  to  the  New  York  Daily  News,  a  review  of  hospital  records  shows  that  “distracted  walking,  like  texting,  emailing,  Facebooking,  tweeting,  and  Instagraming  while  stepping  through  the  city  streets,  has  accounted  for  78%  of  pedestrian  injuries  across  the  country.”  

According   to   the   National   Highway   Traffic   Safety   Administration,   in   2012   in   NYC  127   pedestrians  were   killed   but   “specifics   about   their   distraction   levels   were   not  available.”  

Percentage  of  U.S.  population  owning  a  mobile  phone:  91%  

A  distracted  walking  study  of  35,000  teenagers  worldwide  found  that  fatalities  were  up  25%  in  the  past  five  years  (Source:  ABCNEWS,  Safe  Kids  Worldwide)  

“Walking  while  using  a  mobile  phone  can  be  especially  dangerous.  In  2010,  1506  pedestrians  were  evaluated  in  US  emergency  departments  due  to  injuries  sustained  while  using  a  mobile  phone  (Nasar  and  Troyer  2013).  The  majority  of  those  injuries  were  associated  with  talking  on  a  mobile  phone  (69.5  %),  but  9.1  %  were  associated  with  text  messaging  (Nasar  and  Troyer  2013).  As  texting  becomes  ubiquitous  among  mobile  phone  users,  injury  prevention  advocates  must  consider  the  increasing  risk  for  injury  among  pedestrians.  The  phenomenon  of  using  a  mobile  electronic  device  for  texting,  talking,  or  listening  to  music  by  a  pedestrian  has  been  called  ‘digital  distraction’.”  (Source:  “The  incidence  of  pedestrian  distraction  at  urban  intersections  after  implementation  of  a  Streets  Smarts  campaign,”  Pina  ViolanoEmail  author,  Linda  Roney  and  Kirsten  Bechtel,  Injury  Epidemiology,  15  August  2015)  

Additional  research:  “Texting  while  walking  in  New  Jersey  could  mean  jail  time,  $50  fine,”  New  York  Daily  News,  Alfred  Ng,  March  27,  2016  

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MARKET  RESEARCH  FOR  PSA  REVISIONS  

“Don't  walk  this  way:  Distracted  walking  takes  a  toll  on  New  Yorkers  as  smartphones  sending  users  to  the  ER,”  Meredith  Engel,  New  York  Daily  News,  August  6,  2014  

ABCNEWS  report  on  texting  and  walking:  http://abcnews.go.com/GMA/video/drivings whiltes textings riskss polices vehicles designeds catchs 19624989  

WHEN WRITING YOUR NEW TREATMENTS FOR THESE THREE PSAs, BE SURE TO ALSO WORK IN ANY EDITS OR SUGGESTED CHANGES I MADE ON YOUR FIRST ATTEMPT.