[2.7 MB, 12 pgs.]
Summer 2010 | Vol. 12 | No. 4
Nebraska Motorcycle Safety Efforts on the Move
By Fred Zwonechek
Administrator, Nebraska Office of Highway Safety
Prior to 2009, motorcycle fatalities had been increasing dramatically. To combat this trend, many State Highway Safety Offices increased their focus on motorcycle safety.
With the availability of the federal Section 2010 Motorcyclist Safety Grants, the Nebraska Office of Highway Safety has aggressively explored and utilized a variety of marketing strategies to promote motorcycle awareness as the riding season gets underway. Each spring presents a challenge to remind other motorists to be aware that motorcycles/scooters/mopeds are once again part of the vehicle mix.
Our program has targeted younger motorists by using movie theater screen messages, supported by outdoor billboard advertising. In addition, we obtained permission to use a series of motorcycle safety posters created by Purdue University Professor Marifran Mattson, PhD., which included a diamond shaped warning sign with a motorcycle and rider in silhouette.
In the past two years, Nebraska has used this silhouette warning sign with the “Watch for Motorcycles Everywhere” message on gasoline pump top mini-billboards in counties with the highest number of registered motorcycles. Reaction by motorists and motorcyclists has been very favorable and corresponded with reductions of crashes in targeted areas.
This year, Nebraska has added billboard advertising on the side of trucks. We are able to select trucks that are traveling on the roadways where the majority of motorcycle/vehicle crashes occur. This in-traffic messaging targets all motorists and pedestrians in the area covered, as the trucks are making deliveries all day, six days a week. Because of this high visibility, a significant increase in the daily impressions of this message is expected. It is all about getting attention through message repetition.