Program area Problem ID / Counter Measure Strategies 23
Countermeasure Strategy: Data Collection and Analysis
Impacted Projects:22-06-11, 22-07-07
With so many things changing collecting data needs to be constantly managed. The aim of this innovative
countermeasure is to find new data collection formats, while continuing to analyze all data to identify and
direct programs for enforcement and outreach efforts.
We know that engaging in dangerous driving behaviors, such as speed, distraction, impairment, and not
buckling up increases one’s chances of being killed or injured in a crash, and makes roadways less safe for
everyone. From 2015-2019, speeding was a factor in one in four fatal crashes, distraction contributed to 12% of
fatal crashes, and about a quarter of fatal crashes involved impairment. Everyone knows that these behaviors
are unsafe. However, determining public perceptions regarding the risk of engaging in these behaviors and of
receiving a citation, and the measuring the frequency in which people engage in dangerous driving behaviors,
can help direct outreach and education in order to target misconceptions and make our roadways safer.
Minnesota has had successful outcomes when using data to drive strategies for education, outreach, and
enforcement.
Minnesota conducts an annual, reflective attitude and behavior survey to gage public opinion on a variety of
traffic safety issues. The results of the survey are analyzed and used to identify problem areas and target
demographics. The medium of the survey is currently being reevaluated to maximize response rates and
effectiveness. The assumption of problems need data to support and drive the direction of the programs and
projects.
We have chosen this countermeasure as one of our strategies because Minnesota is confident in using data
driven solutions. Crash data analyses have been proven effective at helping to direct traffic safety efforts,
thereby helping Minnesota achieve our serious injury and fatality performance targets.
Countermeasure Strategy: Communications and Outreach: Supporting Enforcement
Impacted Projects: 22-04-05, 22-04-09, 22-06-01, 22-06-02, 22-06-03, 22-06-04, 22-06-07, 22-06-08,
22-06-09, 22-06-10
This countermeasure focuses on high visibility communications and outreach, which includes paid
advertising, a variety of educational media (including newsletters and web-based outreach), in person
presentations, and traffic safety conferences and events. This has been proven effective, especially when
accompanied by enhanced enforcement efforts, in improving seat-belt and impaired driving enforcement.
Awareness of enforcement has declined since 2017 according to Minnesota’s 2020 behavior survey. Among the
general population TV and billboards were the most common sources of enforcement awareness; interestingly,
the percentage has dropped which shows the need for this and other community outreach. The survey also
showed young unmarried males have consistently been more likely to believe they would be stopped for driving
drunk, particularly when aware of enhanced enforcement, again showing a need to provide outreach of extra
enforcement. The survey showed that online ads and social media are most effective at reaching young people,
the target population for much of our traffic safety messaging. However, partially due to outreach and
communications, the numbers of both impaired-related fatalities and unbelted motor vehicle fatalities have
declined significantly in the past 20 years, as have traffic fatalities overall.
Minnesota funds distribution of the NETS (Network of Employers for Traffic Safety) newsletter and coordinated
media releases related to impaired-driving and seatbelt enforcement campaigns, outreach at health fairs, traffic
safety meetings for Minnesota Employers, and representation at traffic safety conferences. Minnesota also
supports regional coalitions in their efforts to reach out to their communities with traffic safety messaging, and
supports an annual traffic safety conference and regional workshops for all stakeholders to share ideas and
develop strategies. Minnesota also funds outreach, education, and enforcement resources to address senior
driver issues.
Minnesota is confident in using Countermeasure That Work (Chapter 2: Seat Belts and Child Restraints; 3:
Communications and Outreach 3.1 Supporting Enforcement. We have chosen this countermeasure as one of
our strategies because supplementing enforcement with outreach has been proven time and again to maximize
the impacts of both).