A successful Summit has concluded. See the presentation notes from the breakout sessions!

2011 Event: Towards Zero Deaths: Knowledge to Action (TZD K2A)

• “One death is unacceptable. One death every 15 minutes is an outrage.” AAA Foundation for Traffic Safety
• Motor vehicle-related injuries are the leading cause of death for those age 5 – 34. Centers for Disease Control and Prevention
• The estimated annual cost of vehicle crashes is $230 billion. National Highway Traffic Safety Administration
• There were almost 30% more fatal crashes in rural areas than urban. Federal Highway Administration

While significant progress has been made in reducing fatalities and injuries associated with motor vehicles, over 33,000 people died as a result of motor vehicle incidents in 2009.

Single solutions like infrastructure improvements and vehicle design have had positive results, however, such strategies are insufficient towards achieving comprehensive transportation safety. We need multiple disciplines working together to transform the culture around driving – especially in rural areas where challenges regarding seat belt usage, impaired driving, and single vehicle crashes persist.

The 2011 National Summit for Rural Traffic Safety Culture convened July 11-13th in Big Sky, Montana. Building upon the last two Summits, this year, we focused our attention on developing an action plan to transform rural driving culture Towards Zero Deaths (TZD). A primary focus was on the rural needs, however urban needs have relevance.

In previous summits, we explored various definitions of culture and looked at their application within different areas of the traffic safety system (rural vs. urban, political, agency, etc.). During the 2010 Summit, Dr. Jeff Linkenbach introduced an approach used by the Center for Health and Safety Culture – the Positive Community Norms (PCN) model. This model provides an important framework based on projects with demonstrated outcomes for organizing and operationalizing the work of transforming culture. This year’s Summit focused on understanding the Positive Community Norms model and exploring how it might be used to move forward transforming rural driving culture Towards Zero Deaths.

The 2011 Summit combined informative presentations and interactive work sessions which resulted in important foundational work to guide efforts over the next several years in transforming rural traffic safety culture Towards Zero Deaths. Participants gained valuable skills which they can put to use to influence culture within their own organizations. The first day focused on developing a common understanding of the Positive Community Norms (PCN) model. During the second and third days, attendees heard brief presentations by a wide range of experts in their field focused on one step of the PCN process in the mornings. The afternoon sessions worked with a facilitator who was an expert in fostering safety culture transformation. He led the group in developing an action plan focusing on shifting rural driving culture Towards Zero Deaths.

The 2011 National Summit for Rural Traffic Safety Culture was be held in conjunction with the Montana Summer Institute For Positive Community Norms. Both events were hosted by the Center for Health and Safety Culture at the Western Transportation Institute with support, in part, by the AAA Foundation for Traffic Safety.

Our intention for this Summit was to move beyond informative presentations and towards action on this important work. The role of culture in improving the effectiveness of traffic safety systems is critical.

2011 Summit Proceedings

2011 event.....

Sponsored in part by:
Transportation Research Board NHTSA ATSSACDC

Endorsed by:
Roadway Safety Foundation Traffic Injury Research Found.American Traffic Safety Serv. Found.

Toward Zero Deaths
A coalition of highway safety partners is coordinating the development of a national safety plan and outreach program that is data-driven and includes key emphasis areas, projections of future needs, promising countermeasures, and expected improvements.
June 1, 2010 Webinar Recording

Yellowstone Public Radio Reports -

Distracted Driving, Part 3 of 3: Kyle Hayter, MHP Ride Along
aired February 23, 2010

Distracted Driving, Part 2 of 3: Roy Salyers Semi Ride-Along
aired February 23, 2010

Distracted Driving, Part 1 of 3
aired February 22, 2010

High-Crash Corridors
aired February 8, 2010

View the 2009 Summit Resolution and letter to President Obama by clicking here.