The transformation of our national traffic safety culture was recognized as a necessary condition for achieving our nation’s traffic safety goals (reducing injuries and fatalities), including the Toward Zero Deaths vision. However, current research and practices are not sufficient to implement a strategic program for cultural transformation.  This project developed a process and guidelines for developing, implementing, and evaluating strategic programs for cultural transformation that were integrated within existing traffic safety planning processes of traditional and non-traditional traffic safety partners. Several products were created, including a reference guide (handbook) for transforming culture across all levels of our society (including examples demonstrating the application of these guidelines) and a series of recorded workforce development video lectures to support the implementation of the handbook guidelines.

For more information, please visit TRB NCHRP 17-69.

Sponsor: National Cooperative Highway Research Program
Start Date: 07/01/14
End Date: 06/30/17
PI: Ward