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Building a culture of safety in transportation is not dissimilar from building a culture of safety in health. Public health is widely known for protecting the public from diseases through milk pasteurization and chlorination of drinking water, and from injuries by implementing environmental and occupational safeguards and fostering behavioral change. Lifestyle and environmental changes that have contributed to the reductions in smoking and heart disease can also help change driving, walking and cycling behaviors, and environments. Stimulating a culture of safety on the road means providing safe and accessible transportation for all. The vision for a culture of traffic safety is to change the public’s attitude about the unacceptable toll from traffic injuries and to implement a systems approach to traffic injury prevention as a means for improving public health and public safety. Framing the motor vehicle injury problem in this way provides an opportunity for partnerships between highway safety and public health to improve the culture of safety.

Purpose – This chapter overviews surrogate measures of safety to help better understand the related challenges and opportunities. The chapter is meant to serve as a primer for practitioners looking for alternative methods of evaluating safety where crashes are lacking or are insufficient.

Approach – The historical perspective and the current state-of-the-art thinking are presented in an organised manner with a focus on fundamental concepts, traffic measurement techniques and estimation of the relationships between surrogate events and collisions.

Findings – An analysis of the published research and its findings indicates that traffic conflicts are the most promising surrogates. They enable evaluation of the safety implications of a wide range of road and traffic conditions. The required ecological consistency between conflicts and collisions can be ensured by sufficient nearness of conflicts to collisions. Several methods of estimating the relationship between conflicts and crashes are discussed. Behavioural measures of safety are also discussed. Although easier to measure than conflicts, behavioural measures should be used with caution. Research on surrogate measures of safety may provide a basis for improving microsimulation models as tools of safety evaluation.

Practical implications – Current changes in vehicle and road instrumentation affect safety at a rate that exceeds the efficiency of the traditional crash-based methods of safety analysis. Accurate and quick measurement of safety with surrogate measures offers a viable solution. They are also a necessary condition of gaining a better understanding of safety and finding more effective solutions for safety problems.

Our commitment to the goal of zero traffic fatalities and serious injuries requires consideration of innovative traffic safety thinking. There is growing recognition that this goal requires a change in our culture as it relates to traffic safety (traffic safety culture). And yet, there is no consensus about a definition for traffic safety culture, no explicit theory-based model to predict the effect of traffic safety culture, and no practical guidance for applying these models to develop effective culture-based strategies. This chapter seeks to address these omissions from both an academic and practitioner perspective.

This chapter proposes a standard definition of traffic safety culture based on a model that integrates relevant theories of willful and intentional behavior. Importantly, a set of 10 principles are identified that provide the context and foundation from which the definition and model are derived. An understanding of these principles provides the logic and purpose for developing strategies that can transform traffic safety culture:

• (1)

  Traffic crashes are a significant public health concern.

• (2)

  Most traffic crashes are caused by human behavior, not the roadway, vehicle, or environment (e.g., weather).

• (3)

  Human behavior is influenced by beliefs.

• (4)

  Beliefs develop based on experience (actual and vicarious) and socialization.

• (5)

  Socialization is the process whereby an individual develops beliefs which align with the culture of a group with which the individual identifies (social identity).

• (6)

  Individuals can form an identity with many different groups in their social environment, each with a different degree of bonding.

• (7)

  A stronger bond results in greater conformity and motivation to abide with the group culture.

• (8)

  The shared beliefs of a group that affect behaviors related to traffic safety are called traffic safety culture.

• (9)

  The traffic safety culture of a group emerges from actions taken by stakeholders across the social ecology.

• (10)

  Traffic safety culture strategies increase actions by stakeholders across the social ecology to improve traffic safety culture among various groups.

Traffic crashes are a significant public health concern.

Most traffic crashes are caused by human behavior, not the roadway, vehicle, or environment (e.g., weather).

Human behavior is influenced by beliefs.

Beliefs develop based on experience (actual and vicarious) and socialization.

Socialization is the process whereby an individual develops beliefs which align with the culture of a group with which the individual identifies (social identity).

Individuals can form an identity with many different groups in their social environment, each with a different degree of bonding.

A stronger bond results in greater conformity and motivation to abide with the group culture.

The shared beliefs of a group that affect behaviors related to traffic safety are called traffic safety culture.

The traffic safety culture of a group emerges from actions taken by stakeholders across the social ecology.

Traffic safety culture strategies increase actions by stakeholders across the social ecology to improve traffic safety culture among various groups.

For the academic, these principles can also serve as hypotheses that can be explored to expand our knowledge about traffic safety culture. For the practitioner, these principles represent the basic logic and impetus for transforming traffic safety culture. By effectively communicating these principles and their connecting logic, we can express the importance of traffic safety culture and the need for supporting resources with other stakeholders.