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The Michigan Department of Transportation (MDOT) partnered with the City of Grand Rapids on this bicycle safety education campaign, recognizing an increase in the use of bicycles for transportation, recreation, and health; and a need for addressing an increase in crashes. This project was designed to establish a template for a broad education campaign. MDOT encourages communities, metropolitan planning organizations, nonprofit groups, and others to utilize this playbook to understand how to focus local research efforts to ensure delivery of the right messages to the right audiences at the right times.
Implementing an effort like Driving Change may require an organization to engage experts in the field of crash investigation and analysis as well as marketing and behavior change. This playbook was created to address only one element of creating safer roadways: education! It is designed to outline the steps interested agencies and organizations should pursue and understand when considering a similar project in their community or region.