Safe Routes Matters, June/July 2007

In this Issue:

Engaging the news media to broaden your SRTS reach

With the rise in funding and program movement, news media coverage surrounding Safe Routes to School has seen an increase in the past several years. In an analysis conducted by the National Center for Safe Routes to School, the number of U.S. news stories directly relating to Safe Routes to School jumped from 37 in 2000 to 462 in 2006. With headlines like "Lessons in Leg Power" (Minneapolis Star Tribune) and "Getting the Wheels in Motion" (Albany Times Union), the program has seen growth in both the quantity and quality of media coverage received.

While headway has been made in increasing media attention for SRTS, there is still great opportunity to expand the level of awareness for Safe Routes to School in the news media — and local SRTS programs play a critical role in doing this. Here are a few quick tips on increasing your media savvy at the local level.

  • Make sure you have something newsworthy to say. Your story should "hook" onto a newsworthy element, such as an existing national or state-level event, such as Walk to School Month, or involvement of a local official or celebrity.
  • Think visually. Kid-made posters or school mascots provide great visuals for the media, and they make photos of events more appealing.
  • Prepare for the media interview. Use talking points to ensure a consistent message about your Safe Routes to School program. Think ahead of time about people who might speak to the media for an interview — but make sure you discuss this with them beforehand.
  • Don't be afraid to pick up the phone and talk to a reporter or editor about your program or event — just make sure you target someone who covers a beat related to Safe Routes to School (education, physical activity, local issues, etc.) For television, the best time to call is between 10am-2pm and 7pm-10pm so that you are not calling during peak news broadcast hours.
  • When drafting a news release or media advisory, keep the length down to one or two pages and offer more detailed information on a Web site or through supplemental materials. It is also important to include accurate and complete contact information.
  • Approach your local media to discuss opportunities for teaming up on the promotion of Safe Routes to School. Contact the community affairs department to discuss potential partnerships, such as public service announcements.

For additional tips on working with the media and promoting your SRTS program, please visit www.saferoutesinfo.org/resources/marketing_tip-sheets.cfm

NCSRTS hosts 2nd Safe Routes to School State Coordinators National Meeting

Safe Routes to School (SRTS) State Coordinators gathered in Denver, CO, from May 15 – May 17 for the 2nd Annual Safe Routes to School State Coordinators National Meeting. Representatives from forty-nine States were in attendance at the meeting hosted by the National Center for Safe Routes to School (NCSRTS) and the Federal Highway Administration (FHWA).

The meeting was officially kicked off with opening remarks from Colorado Lt. Governor Barbara O'Brien. Permanent and interim SRTS Coordinators gathered to network and share information about SRTS programs in their states. They discussed application processes and procedures, school travel plans, partnership development, evaluation strategies, and heard about current programs and plans for the NCSRTS. The meeting also included a field visit to a Boulder, CO school, where attendees heard and witnessed the success of a Safe Routes to School program.

National Public Radio covers Safe Routes to School

Safe Routes to School received national media attention with a May 8, 2007 news story on National Public Radio's program Day to Day. The Federal Highway Administration and the National Center for Safe Routes to School worked with NPR Reporter Kathy Schalch to provide national perspective on the issues facing Safe Routes to School, background information for the story as well as referrals for local SRTS programs.

To access the audio of the story, please visit www.npr.org/templates/story/story.php?storyId=10073348

Spanish-language SRTS materials available

The National Center for Safe Routes to School now offers several SRTS-related materials in Spanish on the Center's Web site.

To access Spanish-language pedestrian safety tip sheets, please visit www.saferoutesinfo.org/resources/education_tip-sheets.cfm

To access Spanish-language SRTS talking points, please visit www.saferoutesinfo.org/resources/marketing_talking-points.cfm

To access a Spanish-language SRTS flier, please visit www.saferoutesinfo.org/resources/marketing_flyers.cfm

Safe Routes Snapshots: Delaware

Safe Routes Snapshots provides a brief profile of a Safe Routes to School state or local program that highlights a particular success or issue the program faced. To submit your program for Safe Routes Snapshots, please email news@saferoutesinfo.org.

Integrating Safe Routes to School within education at the State level

The Delaware Safe Routes to School program will be collaborating with the state's Department of Education to work towards integrating Safe Routes to School within the schools at the state level.

Sarah Coakley, Delaware's Safe Routes to School state coordinator, will be serving as a member on the Partnership Council, a new committee established by the State's Department of Education. This committee, housed within the Department's Connections to Learning Team, was developed to strengthen partnerships that can provide support to local and state education initiatives with the purpose of promoting safe, caring, and healthy school environments.

"With this formal recognition and support of the Department of Education, the foundation is laid for the SRTS program to be more than just a funding program and to have far-reaching impacts in Delaware," said Coakley.

The goal of this new committee is to engage agencies and organizations with expertise or interest in helping children achieve optimal well-being. The Council will be involved in discussing and prioritizing areas related to health and safety in Delaware public schools. One concept being discussed is the development of a resource database for schools to aid them in finding the needed resources to solve identified problems.

"If a school has identified that obesity, for example, is a problem they are facing, the database would identify the resources and programs available to address that problem," said Coakley. "And Safe Routes to School would be one of those resources listed."

Other organizations on the committee include Nemours Health and Prevention Services and the Delaware affiliates of the American Lung Association and the American Heart Association.

Coakley sees this as a valuable way to integrate Safe Routes to School within other organizations and departments within the State. "Not only will this be a valuable networking opportunity to inform others of the Safe Routes to School message, it will be a way to integrate SRTS into existing school programs and other non-profit organizations."

For more information on Delaware's Safe Routes to School program, please visit www.deldot.gov/information/community_programs_and_services/srts/index.shtml.

Featured Resource: "Why Safe Routes to School Matter" Video

The National Center for Safe Routes to School has developed a promotional video to highlight the reasons "Why Safe Routes to School Matter." The video highlights why the United States has seen a decrease in walking and bicycling to school, the consequences of this decrease and the ways Safe Routes to School are a part of the solution to this issue.

The Center offers two versions of the video. The first is an 8-minute overview and the second is a 10-minute version that includes case studies. The video is available on the National Center for Safe Routes to School Web site as a streaming video file as well as a download in a variety of file formats.

To access the video files, please visit www.saferoutesinfo.org/resources/marketing_videos.cfm

News Briefs

Active Living Resource Center Report examines City-Safe Routes to School

The Active Living Resource Center recently conducted a pilot study on the City-Safe Routes to School, a program for diverse populations in heavily urbanized environments. According to its Web site, the ALRC began work in 2006 on a SRTS program for diverse populations in heavily urbanized environments where schools are typically located in the middle of cities with row homes, multi-family dwellings and industrial neighbors. The idea was not to stop what was already happening but rather to make sure that the distribution of SRTS resources particularly the federal money and all of the resources that accompany it addresses and reaches all of its intended targets, including the underserved.

For more information on the report, please visit www.activelivingresources.org/saferoutestoschool8.php.

WV Governor presents about $1 million in SRTS program grants

On May 31, 2007, West Virginia Governor Joe Manchin joined representatives from the West Virginia Division of Highways and the Federal Highway Administration's West Virginia Division Office to award about $1 million in Safe Routes to School program grants to 11 projects across West Virginia.

"Sidewalks around schools need to be well-maintained and safe for our children," the governor said. "The Safe Routes to School program will help communities build, update and maintain a safe route for pedestrians. Not only will we encourage children to walk or bicycle to school, we will also improve safety and may even reduce traffic around schools. Put simply, this is a win-win for everyone involved � for teachers, school personnel, children and parents."

For more information on the West Virginia Safe Routes to School program, please visit www.wvdot.com/3_roadways/rp/SRTS/SRTSdefault.htm

California DOT awards $45 million for 88 SRTS programs

The California Department of Transportation (Caltrans) has awarded $45 million to California cities and counties to fund 88 projects for Safe Routes to School, a program designed to provide infrastructure and education to give students easier and healthier ways to safely travel to and from schools.

California expects to receive $68 million in federal funding for Safe Routes to School over the program's five-year lifespan. 70 percent of funds will go toward infrastructure projects like new crosswalks and signage; 20 percent will be allocated to non-infrastructure projects such as faculty and student education; and 10 percent will be used to develop standardized training, promotional materials, curriculums, and other resources.

Safe Routes to School benefits children in grade or middle schools, and improvements to the infrastructure must be made within two-miles of a school.

For the list of funded projects by region, visit www.dot.ca.gov/hq/LocalPrograms/saferoute2.htm.

NCSRTS and ITE to offer Safe Routes to School Web seminars

The National Center for Safe Routes to School is partnering with the Institute of Transportation Engineers to offer a series of Safe Routes to School Web seminars July 10-12, 2007. The series includes:

  • Overview of Safe Routes to School Program
  • Identifying Barriers and Engineering Solutions to Safe Routes to School
  • School Area Traffic Controls

The seminars focus on the transportation professional's role in creating safe routes to school. Registration for the series is $200. Individual course registration is $75 for each module. Early registration closes July 6. To register and for detailed course descriptions, go to www.ite.org/education/webinars.asp.

SRTS in the News

The following is a brief compilation of Safe Routes to School-related news stories from across the country. Web links to the following news stories are time sensitive, so some stories may not be accessible after the initial publication date or may require registration.

Charlottesville awarded Safe Routes to School grant
www.charlottesvillenewsplex.tv/news/headlines/8133282.html
WCAV-TV
June 22, 2007
Federal grant improves the walk to school
www.midweeknews.com/articles/2007/06/20/local/de%20kalb/dekalb03.txt
The MidWeek
June 20, 2007
Group: Walking, biking to school should be safer
www.zwire.com/site/news.cfm?newsid=18466005&BRD=1718&PAG=461&dept_id=74409&rfi=6
Kent County Daily Times
June 13, 2007
Caltrans awards Safe Routes to School funding
www.10news.com/news/13464870/detail.html
KGTV
June 7, 2007
Pitt County girl bikes through drive-to-school culture
www.wral.com/news/state/story/1463863/
WRAL-TV
June 2, 1007
Get off the couch: Get on your bike
www.seacoastonline.com/apps/pbcs.dll/article?AID=/20070524/LIFE06/705240324/-1/LIFE
Sea Coast Online
May 24, 2007
Teacher treks 14 miles to school
www.dissmercury.co.uk/content/dissmercury/news/story.aspx
?brand=DMAOnline&category=News&tBrand=DMAOnline&tCategory=news&itemid=NOED23 May 2007 09:09:00:540
Diss Mercury
May 23, 2007
Event to get students out of cars and on feet
digmo.org/stories/2007/05/18/event-get-students-out-cars-and-feet/
Columbia Missourian
May 18, 2007
Program Encourages Students to Bike, Walk
www.npr.org/templates/story/story.php?storyId=10073348
National Public Radio
May 8, 2007

For more news stories relating to Safe Routes to School, please visit the NCSRTS News Room at www.saferoutesinfo.org/news_room/

Safe Routes Matters is a free, online publication of the National Center for Safe Routes to School. No permission is needed to reprint from articles, but attribution is requested. To submit article ideas to Safe Routes Matters, please email news@saferoutesinfo.org.