Reducing child pedestrian accidents through public education

The objectives of this study were to develop, produce, and field-test public information and education messages to reduce midblock dart and dash accidents among child pedestrians. An in-class film, poster, and six television spots were produced in which children were told to stop at the curb or outside edge of a parked car and look left-right-left for oncoming vehicles before crossing the street. These materials were distributed to schools, movie theaters, and television stations, city-wide, in Los Angeles, Columbus (Ohio), and Milwaukee. Survey results showed that children saw the materials and improved their safe street crossing knowledge. Behavioral observations showed that children crossed more safely. All three cities showed statistically significant pre versus post reductions in child accidents. Across the three cities, midblock darts and dashes by children 14 and younger dropped 21 %, and midblock darts and dashes involving 4-, 5-, and 6-year-olds dropped 31 %.