Traffic Safety Culture

Laura Schwab-Reese, MACori Peek-Asa, PhD, MPH

University of IowaInjury Prevention Research Center

Broad Definition:• “aspects of the…culture which

will impact on attitudes and behavior related to increasing or decreasing risk”

Detailed Definition:• sum of the behaviors, cognitions,

and artifacts of the community towards traffic safety and the prioritization of safety at individual, interpersonal, community, and society levels that positively or negatively influences the likelihood of being in a traffic crash

Lack of consistent definition is a barrier to culture change.

Guldenmond, 2000; Schwab-Reese, Peek-Asa, McGehee 2013

Traffic Safety Culture Definition

Cognition

BehaviorsArtifacts

Cognition:-Values

-Beliefs about “normal” behavior

-Expectations for violations of “normal” behavior

Ward, Linkenbach, Keller, & Otto (2010)

Reported acceptability is one way to measure cognition.

0%

10%

20%

30%

40%

50%

60%

70%

9.80%3.60%

42.00%

6.30%

National Sample

% Reported Acceptable

AAA, 2012

Traffic Safety Culture Definition

Cognition

BehaviorsArtifacts

Behaviors:-Actions that exemplify the

culture-Rituals

-Habitual Behaviors-Reactive Behaviors

Ward, Linkenbach, Keller, & Otto (2010)

Self-reported behavior is one way to measure behaviors.

0%

10%

20%

30%

40%

50%

60%

70%

22.30%26.60%

68.80%

38.40%

National Sample

% Reported Engaging in past 30 days

AAA, 2012

Measuring multiple constructs provides a richer picture of

the overall culture.

0%

10%

20%

30%

40%

50%

60%

70%

9.80%3.60%

42.00%

6.30%

22.30%26.60%

68.80%

38.40%

National Sample

% Reported Acceptable % Reported Engaging in past 30 days

AAA, 2012

Traffic Safety Culture Definition

Cognition

BehaviorsArtifacts

Artifacts:-Symbols, expressions, and

tools-Language

-Laws/Policies

Ward, Linkenbach, Keller, & Otto (2010)

Traffic signs are artifacts of the local culture.

Theory simplifies and clarifies complex phenomena

• Separates irrelevant factors and organizes relevant ones

• Predicts how factors relate to each other

• Allows prediction based on prior knowledge

Traffic Safety Culture Frameworks

Explaining Traffic Safety Culture:Social Ecological Theory

Individual

Interpersonal

Community/Organization

Society

Explaining Traffic Safety Culture:Social Ecological Theory

Ecological Perspective Construct Example: Cell Phone Use while Driving

Individual-Teen belief about susceptibility to crash-Teen knowledge about risks of cell phone use

Interpersonal- Parental expectations regarding ability to reach teen on phone-Peer use of cell phones while driving

Community/Organization

-Community acceptance of cell phone use-Behavior modeled by other members of the community-School/work rules about cell phone use while driving

Policy -Laws about cell phone use-Enforcement of cell phone laws

• Improvements are made to the existing culture– not creating a new culture

• There is not one culture but many cultures.

• Transformation is not a simple process• Long-lasting• New elements• Considerable time commitment• Cyclical and repeated

Transforming Traffic Safety Culture

Linkenbach, Ward, Otto (2012)

1. Plan & Advocate

2. Assess Culture

3. Establish Common

Framework

4. Develop Strategies

5. Pilot Test & Refine

6. Implement Strategies

7. Evaluate Effectiveness & Needs

Changing Traffic Safety Culture:Action Framework

Individual

Interpersonal

Community/Organization

Society

Linkenbach, Ward, Otto (2012)

Changing Traffic Safety Culture:Plan & Advocate

Begin with a strategy session led by a nation leader

Collaborate with neighboring states with sound traffic safety

transformation plans

Identify key stakeholders and leaders of the culture transformation efforts

Changing Traffic Safety Culture:Assess Culture

Identify a set of standard measures to asses Iowa’s

current traffic safety culture

Include multiple levels of the socio-ecologic framework

Changing Traffic Safety Culture:Establish Common Frame

Coordinate planning session with key stakeholders

Conduct a series of community engagement activities to gain

perspective

Changing Traffic Safety Culture:Develop, Pilot-Test, Implement, &

Evaluate Develop a strategic plan and

portfolio of strategies Pilot test strategies with key

stakeholders Implement strategies

Evaluate the effectiveness of the strategies

Assess the ongoing needs

ReferencesAAA Foundation. (2013). 2012 Traffic Safety Culture Index. Washington, DC: AAA Foundation. Retrieved from: https://www.aaafoundation.org/sites/default/files/2012TrafficSafetyCultureIndex.pdf.Guldenmund, F.W. (2000). The nature of safety culture: A review of theory and research. Safety Science, 34(3), 215-57.Linkenbach, J., Ward, N., & Otto, J. (2012). An Action Framework for Transforming Traffic Safety Culture. Retrieved from: http://www.westerntransportationinstitute.org/documents/centers/culture/ACTION_Framework_for_Traffic_Safety_Culture_v5_2012-12-31.pdfSchwab Reese, LM., Peek-Asa, C., & McGehee, D. (2013). Traffic Safety Culture: The Public Health Perspective. Report to the Iowa Department of Transportation. Injury Prevention Research Center, University of Iowa.Ward, N.J., Linkenbach, J., Keller, S.N., & Otto, J. (2010) White Paper on Traffic Safety Culture. Retrieved from: http://www.westerntransportationinstitute.org/documents/reports/4W3048_Final_Report.pdf.