Stop on Red Campaign, September 5 - 7, 2007

Red light running is a significant cause of traffic-related injuries in Dane County , and was a top concern of Dane County neighborhood leaders, law enforcement officials, health and medical professionals, and businesses who participated in the Coalition's first Community Traffic Summit in 2001. Each year, Safe Communities joins with neighborhoods, local police and traffic engineering departments to identify high-crash intersections and conduct a media campaign to reduce red light running. We're fortunate this year to have the support of Allstate Foundation. Funding from Allstate Foundation will enable us to air stop on red public service announcements and fund a yard sign effort at high crash intersections in Dane County.

Fitchburg Police Department hosted Safe Communities 2007 Stop on Red Campaign kickoff at the intersection of Verona Road and Williamsburg Way to highlight the problem of red light running throughout Dane County on September 5, 2007.

Campaign activities, including increased enforcement by Dane County police departments at high crash intersections, ran throughout September. Sponsored by The Allstate Foundation, local Allstate agent Susan Kempfer-Weeks presented Safe Communities with a check to support the campaign.

Campaign partners posted “Burma Shave” signs at high crash intersections.

For many of us, trying to ‘beat the light’ has become a way to save a few minutes when we’re in a hurry. Or, it’s become habit to speed up when we see a yellow light, instead of slowing down and stopping. Another problem is driver distraction: when drivers aren’t paying attention or are distracted by other passengers, they may run red lights or stop signs. Typically it is the driver who followed the law and stopped on red that is injured, not the driver who caused the crash by rear-ending the car in front.

Whatever the reason, red light running is costly, in terms of injuries, traffic tickets and damage to vehicles. Red light and stop sign running are top causes of motor vehicle-related death and injury historically. Angle collisions can result in very serious head injuries to passengers in vehicles that are hit broadside by motorists running red lights or stop signs. Whiplash, and injuries to the back, knee, ankle, wrist and hand are also common. All this for a time savings of 45 seconds to 1 minute – the average time it takes for a stop light to cycle back to green.

City of Madison Police Department is targeting intersections with a history of crashes that are also in the vicinity of high schools. These intersections are “benchmark” locations where the department hopes to demonstrate real reductions in crashes through education and enforcement activities.

The campaign also featured a youth-focused stop on red commercial developed by Momentum Marketing Communications which aired during the month of September.

Safe Communities members, with Public Health of Madison/Dane County in the lead, are conducted observational studies before and during the campaign to measure its impact (click here to view findings). The intention is to collect data to present to area policymakers, including City of Madison’s Pedestrian, Bicycle and Motor Vehicle Commission, to review whether pursuing the option of photo-enforcement at high crash intersections is warranted. In 2002, the coalition undertook similar studies and observed a red light running incident every 40 seconds at some high crash intersections. The number of drivers running red lights at these intersections went down during the campaign, but in most cases resumed at the same level after the campaign was over.

For information about The Allstate Foundation and its teen safe driving initiatives, visit www.ProtectTeenDrivers.com or www.KeepTheDrive.com

Targeted Intersections and Participating Police Departments

• Mineral Point and Gammon Road
• Highway 51 and Pflaum Road
• East Washington Avenue and 1st Street
• Park and Regent Street
• Northport Drive and Sherman Avenue
• Verona Road and Williamsburg Way
• Hwy. PD and Seminole Highway
• Century at Highway Q
• Highway 12 at K and P

Participating Police Departments

• Fitchburg
• Madison
• Middleton
• Monona
• Verona
• University of Wisconsin
• Dane County Sheriff’s Office

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