Traffic Safety Culture
Laura Schwab-Reese, MA
Cori Peek-Asa, PhD, MPH
University of Iowa
Injury Prevention Research Center
Lack of consistent definition is a barrier to
culture change.
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
Guldenmond, 2000; Schwab-Reese, Peek-Asa, McGehee 2013
crash
Traffic Safety Culture Definition
Cognition
Cognition:
-Values
-Beliefs about “normal”
behavior
-Expectations for violations
of “normal” behavior
Artifacts
Behaviors
Ward, Linkenbach, Keller, & Otto (2010)
Reported acceptability is one way to
measure cognition.
National Sample
70%
60%
50%
42%
40%
30%
20%
10%
9.80%
6.30%
3.60%
0%
Drive without
seatbelt
Text and drive
Talk on cell phone
and drive
Drive through
redlight
% Reported Acceptable
AAA, 2012
Traffic Safety Culture Definition
Behaviors:
Cognition
-Actions that exemplify the
culture
-Rituals
-Habitual Behaviors
-Reactive Behaviors
Artifacts
Behaviors
Ward, Linkenbach, Keller, & Otto (2010)
Self-reported behavior is one way to
measure behaviors.
National Sample
69%
70%
60%
50%
38.40%
40%
30%
22.30%
26.60%
20%
10%
0%
Drive without
seatbelt
Text and drive
Talk on cell phone
and drive
Drive through
redlight
% Reported Engaging in past 30 days
AAA, 2012
Measuring multiple constructs provides
a richer picture of the overall culture.
National Sample
69%
70%
60%
50%
42%
40%
30%
22.30%
38.40%
26.60%
20%
10%
9.80%
6.30%
3.60%
0%
Drive without
seatbelt
Text and drive
% Reported Acceptable
Talk on cell phone
and drive
Drive through
redlight
% Reported Engaging in past 30 days
AAA, 2012
Traffic Safety Culture Definition
Cognition
Artifacts:
-Symbols, expressions, and
tools
-Language
-Laws/Policies
Artifacts
Behaviors
Ward, Linkenbach, Keller, & Otto (2010)
Traffic signs are artifacts of the local culture.
Traffic Safety Culture Frameworks
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
Explaining Traffic Safety Culture:
Social Ecological Theory
Individual
Interpersonal
Community/Organization
Society
Explaining Traffic Safety Culture:
Social Ecological Theory
Ecological Perspective
Construct
Individual
Interpersonal
Community/Organization
Policy
Example: Cell Phone Use while Driving
-Teen belief about susceptibility to crash
-Teen knowledge about risks of cell phone use
- Parental expectations regarding ability to reach teen on
phone
-Peer use of cell phones while driving
-Community acceptance of cell phone use
-Behavior modeled by other members of the community
-School/work rules about cell phone use while driving
-Laws about cell phone use
-Enforcement of cell phone laws
Transforming Traffic Safety Culture
• 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
Linkenbach, Ward, Otto (2012)
Changing Traffic Safety Culture:
Action Framework
1. Plan &
Advocate
7. Evaluate
Effectiveness
& Needs
2. Assess
Culture
Individual
Interpersonal
Community/Organization
6. Implement
Strategies
Society
5. Pilot Test &
Refine
3. Establish
Common
Framework
4. Develop
Strategies
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 socioecologic 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

References
AAA Foundation. (2013). 2012 Traffic Safety Culture Index. Washington, DC: AAA
Foundation. Retrieved from:
https://www.aaafoundation.org/sites/default/files/2012TrafficSafetyCultureInd
ex.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/AC
TION_Framework_for_Traffic_Safety_Culture_v5_2012-12-31.pdf
Schwab 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_Fi
nal_Report.pdf.