spectrum that you see here. where we want to be fostering coalitions and changing organizational practices and influencing policy such as the previous item on the agenda and helping to provide education towards that first effort. so the perfect example is the training that mta just recently rolled out that is targeting drivers, but an organizational change at mta, reach all of those drivers who drive these huge trucks on our city streets. so this is an example of how we are addressing multiple-levels all at the same time. and so all of the agencies that have developed this strategy, we have committed to a certain set of criteria. it's an effort that we are putting forward as vision zero educational effort, that they will be meeting these criteria that we have some -- that were data-driven and that we have research that reflect the

various communities we have here in san francisco, making sure we're cultural competent with them and using best practices. >> so in terms of the actual program that we have identified and i will spend just a tinily bit of time -- i know last meeting was discussion of branding vision zero, but it all starts with needing a brand to rally behind. i know she explained that the brand is vision zero and we're asking people to buy into the concept that everybody has a role and we're asking people to pledge -- to make a pledge that they will personally do the things that they can do to make our streets safe. we have campaign -- media campaign elements, the safe streets campaign. we have identified multi-faceted campaigns. three of them that go after

violations of pedestrian and right-of-way and unsafe turns. these are the behaviors out on the streets that result in over 50% of the collisions that happen on our streets each year. this isn't to say that we won't have other smaller campaigns, but we feel by targeting these three major behaviors in a campaign that continues year after year, we have a better opportunity to see the change. i think that is one of the changes in terms of how we're doing education, that we are proposing just as audi doesn't run ads for their cars for two months and assume that you know all about their new car. they run them every night, month after month, year after year, because they know they are competing against a bunch of other messages and in order to get the brand loyalty, in order to get your attention, they have to continue. so we are proposing to do these three campaigns over the coming years.

additionally, we are proposing two campaigns to work -- again, to commissioner mar's comment earlier, directly with people who walk and people with bicycles to develop campaigns that help them walk safely, et cetera. these are not campaigns to blame them for being hit. but working with the advocacy groups to ensure that rules are followed on our streets and doing so in a way that keeps themselves and others safe. >> some of the near-term items that we would like to focus on is safe routes to school which is up and running now, but can be expand into the entire school district and in various other ways. we also would like to establish a safe streets for seniors program that was actually

mentioned earlier. and talking about working with the professional drivers, both large vehicles, taxis, muni, to educate them, but also that they can be serving as ambassadors for vision zero and spreading the word to their colleagues and peers. and we believe that we really need to integrate education into all of the other efforts. education effort on its own is not going to achieve vision zero. we need to have an integrated into capital projects. we need to have it integrated into enforcement and policy initiatives, any internal organizational trainings or public-private partnerships that we establish. utilizing our partners -- particularly the medical staff highlighting the human facing as supervisor mash had highlighted earlier. and doing some outreach and incorporating the muni drivers into the outreach that we do.

however, we need to build the staff capacity in order to achieve this right now. we just don't have the people power to reach all of these aspects at this point in time. >> so again, i know that a couple of weeks ago, we had a budget hearing, and the budget needs of the education part of vision zero were discussed. those were about $2.5 million out of the total $6 million. not here to make the case again for that, but did want to break this down for the next three years of what we have funded and what we don't? that the red on the table -- are the pieces that currently do not have funding identified. we are working, as i said, currently on a number of active transportation grants, including a $3 million one that would fund some of the activities out in 2017-2018. and we'll be working as well

with our various departments to identify ways to incorporate future programs into our budgets. lastly, i just really think we knew we were talking a little theoretically and thought we would look at a successful campaign that used the spectrum of prevention. the truth campaign, an anti-smoking campaign was funded by the tobacco settlements. i think there were two key things that this campaign did. the first thing it did was really step back and identify what it wanted to do, which was to get kids to stop smoking. somebody finally identified after 30, 40 years after telling kids smoking is bad for you, don't do it, it wasn't working and teenagers are not receptive to the "man" telling

them how to behave. so we found teenagers who were maybe open to smoke, but hadn't yet and identifying the messages that would be impactful to them. what they found very quickly was teenagers react against authority. so in this case, they had a big smoking corporations that were trying to get them to smoke. and the campaign was really developed around the idea if they got the truth, they could rebel against "the man" by choosing not to smoke. they launched social media campaigns and with trucks going to concerts that had grassroots and youth peers, who were there involved in activities during these activities. they informed the kids what was going on and they filmed videos. this is one of my favorites. they put together some hotel hangars that says "quiet, i have trouble sleeping because

of what my product does to people." they snuck into a hotel during a tobacco summit and filmed it and released it into the web and tv commercials et cetera as a part of the prank culture that was big in the mid-90s. we're not proposing that we're going to copy the truth campaign. it really -- you know, i think the lesson learned there you have to know your audience and you have to know how to communicate to them. what we have heard in the focus groups that we're doing is that people know that they are not supposed to speed and just telling them to stop speeding is probably not going to work. i think one of the key things of being data driven at the beginning of our education program is identifying the people who do speed and what are the messages that will get them to realize that they themselves should take that action and stop speeding? and then develop the messages for that. ? >> so we just presented a short list of what we would

like to achieve in next two to three years, and of course, this is at least a 10-year effort, if not longer. we have a laundry list of ideas that we can continue for that full decade. such as working with our visitors bureau, talking to people who are visiting our city, our commuters, developing a multi-modal safety curriculum and working with crossing guards, developing a toolkit for community organizations, and then, establishing a place streets program that. is just some of the short list and it's obviously not closed, but open to things as they evolve over the next ten years. but we want to make sure it meet our criteria, so we can continue to be innovative and achieve vision zero. that is the end of our presentation and we're very open to any questions that you may have. >> i just want to thank you for the presentation. i know that you have been working real hard on this

concept of the education campaign and you have come a long ways, i would say, from a year-ago -- less than a year-ago actually. the feeling amongst us were things were kind of scattered and it wasn't any common thought in trying to get the education program started, and i think this is a good beginning. we still have a long ways to go. i just wish you luck in this, and i will be there to support whatever you guys are going to do. so if no other comments, any public comment on this item? >> thank you. >> thank you. come on up. >> hi supervisor yee, i'm matt from the community ywca and run the bicycle program there and i

wanted to make sure that i called out the wonderful work that we have done through the mta over the past few years to expand bicycle safety and education through our schools. this year we'll reach over 850 kids ourselveses. we just hosted a professional development for sfusd teachers last week. and in an informal poll, the teachers that were there are reaching well over 4,000 kids a year with some form of bicycle safety education that both encourages kids to get out and be active, but also shows them ways to do that safely. i think this is a program that not only is reaching a lot of kids, but shows great promise for growth. there are tons of teachers within the sfusd that are excited to lead this programing and there are a lot of resources available to them. thank you. >> thank you. >> hello, my name is david. i wanted to talk about the

education portion, and the media part, too. so in my organization, chinatown development center we have worked with many organizations and schools in teaching the kids how to walk safely and how to bike safely and how to look around the streets. i'm wondering if mta will be working with the school districts to give classes of driver's ed, which we don't have any more, but a safety class where we teach them to walk safely and how to bike and drive safely? that is what i'm pretty much asking for. thank you. >> any other comments? >> commissioner yee, executive director, i wanted to thank you mta staff and ana from dph for presenting. we have do have some upcoming revenue opportunitis with sales tax and it's important for us to find a dedicated source of funding for education. i think that is just a reminder

to all of us that we need to find the dedicated source of fund, ideally locally. thank you >> appreciate your comments. any other comments? come on up. >> very briefly i think the educational needs to be revised at the state-level, having recently taken the driver's education exam, it was appallingly easy to pass. the ideal situation in my mind to do -- would be to do what they do in other countries, which is to actually require hours' of driving, supervised driving for new drivers, and particularly drivers under particular age. and also i want to commend the education people for an excellent plan. thank you. >> thank you. any other comments? seeing none, public comment is now closed. [ gavel ] i am again appreciate the efforts that are going on.

we still have a little ways to go. one of the things that i agree with mr. chang to find funding that is stable for this. we're using a three-prong approach and each of the three that we are using should be fully funded and not just have one or two of them be fully funded. if there is no other item, what are we going to do now? [laughter ] i believe, is there any other public comment for general statements? >> we'll call item 6. >> item 6 introduction of new items. any new commission items? >> i haven't had the chance

-- i didn't see the card, again madeline from folks for polk. would i like to introduce the idea that we have an agenda item in the future that deals with the polk street plan. there were some changes to it at the last-minute after any public input -- and the reasons for that change are unclear i would like to request that the mta reveal the reasoning, the particular change backpedals from safety on one block, where the pedestrian and cyclist crashes would point to the fact that, in fact, that amenity, meaning that way cycle way should be in place and further, it's a section of the road wide enough to accommodate it. which is why the team had originally planned to put it there. having said that i would like to have it treated as not just for one block on one street in our city.

but again, as emblematic of the process. we care very much about transparency, logic and data driving the process. having said that, too, if it is an agenda item, and i would prepare more material, i will not be here for the next meeting. so the deadline then for the bids for the street must be complete by the end of october. so i think steve or some other person can tell me the best way to proceed with that? again, i take very seriously having been in the trenches of the work on this, and the public outreach, and the people who have opposed it, i feel very strongly that it's a preemptive action for future endeavors. because the only thing that is understood is that the city stands firm on its commitments. thank you very much. >> okay. any other comments on this? seeing none, item no. 7.

>> item 7, public comment? >> any public comments? seeing none, public comment is now closed [ gavel ] mr. clerk. >> item 8, adjournment. >> okay. [ gavel ] meeting adjournedyou.

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