Ads Aim to Decrease Florida Pedestrian and Cyclist Fatalities

February 23, 2012

Florida is the deadliest state in the nation for pedestrians and is extremely dangerous for cyclists, according to a national study in USA Today.

The Miami area is especially prone to many of the accidents and injuries associated with high density pedestrian, cyclist and motorist traffic. The Florida Department of Transportation (DOT) is bringing awareness and a sense of urgency to the issue through its new public bicycle and pedestrian accident campaign.

Important Statistics Regarding Cyclist and Pedestrian Injuries and Fatalities

According to a national study in 2008, Florida had an especially high percentage of pedestrian and cyclist fatalities relative to its population:
- Florida has six percent of the population in the U.S.
- 11 percent of all U.S. pedestrian fatalities were in Florida;
- 17.4 percent of all U.S. bicyclist fatalities were in Florida;
- Four of the top 10 most dangerous metropolitan areas in the U.S. are in Florida; and
- Florida has been in the top three most dangerous states for cyclists and pedestrians every year since 2001.

Why is Florida so Deadly for Walkers, Runners and Cyclists?

According to USA Today, Florida DOT officials say it's very difficult to pinpoint the root cause for the Sunshine State's roadways being so dangerous for pedestrians and bicyclists. The debate centers on a behavior versus infrastructure argument: Is the state unsafe because of the behavior and actions of residents or is it the design of Florida's highways, streets, parks and even its regulations that are inherently less safe?

Although there are many factors to consider, both sides seem to agree on certain contributing issues:
- Population growth contributes to congested highways and traffic-related issues, particularly in urban centers such as the Tampa Bay and Miami areas;
- The tourist trade and vacation destination status of the Florida's Atlantic, Gulf Coast and panhandle beaches as well as amusement parks in the central part of the state such as Disney World; and
- Florida's warm and humid climate that allows for year-round outdoor travel and tourism.

Shocking Accident Footage Central to Florida DOT Campaign Agenda

Graphic video is the foundation of the new campaign to combat the problem of pedestrian fatalities in Tampa and across Florida. The real-life video clips show pedestrians and cyclists being hit by vehicles. The campaign even includes a warning for children prior to airing the graphic images.

DOT officials say the specific goal of the campaign is to reduce fatal accidents by at least 20 percent over the next three years in Tampa Bay and surrounding suburbs. The radio and television campaign also airs at the web address Seetheblindspots.com and was created for Florida DOT by the ad firm Dunn & Co.

The first airing of the advertisement debuted in the early morning hours in the first week of November and showed a pedestrian being struck and killed by a driver. The carnage is meant to show residents that anyone can be either a victim or the cause of a preventable death.

Some Miami and Tampa area groups, including some in the bicycling community, see the campaign as placing too much responsibility on cyclists. Many pedestrians and bike riders believe distracted driving and negligent motorists are the primary culprits behind the poor rating of road safety in Florida.

Final Touches to the Overall Campaign

Transportation officials in Miami and across Florida are also adding high visibility road markers and street signs at cycling and pedestrian crosswalks. The city and state transportation departments hope to use the combination approach to make the new blind spots campaign a constant reminder to drivers, bikers, cyclists and pedestrians alike. The hope is that this will decrease injuries overall and make Florida a safer place to live and visit -- and in which to walk, bike and run.

Article provided by Freidin Dobrinsky
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