How to design and implement a drinking and driving programme pdf ...
How to design and implement a drinking and driving programme pdf ...
How to design and implement a drinking and driving programme pdf ...
You also want an ePaper? Increase the reach of your titles
YUMPU automatically turns print PDFs into web optimized ePapers that Google loves.
Module 3: <strong>How</strong> <strong>to</strong> <strong>design</strong> <strong>and</strong> <strong>implement</strong> a <strong>drinking</strong> <strong>and</strong> <strong>driving</strong> <strong>programme</strong><br />
Table 3.8<br />
Publicity campaign components<br />
Campaign component<br />
Television advertising<br />
Radio advertising<br />
Press advertising<br />
Outdoor advertising, e.g.<br />
road signs, taxis, police<br />
vehicles, buses<br />
A project launch event<br />
A series of public relations<br />
activities<br />
Media interviews,<br />
presentations <strong>and</strong> articles<br />
A kit of activities <strong>to</strong> be<br />
undertaken in regional or<br />
local areas<br />
Activities <strong>design</strong>ed <strong>and</strong><br />
funded <strong>to</strong> operate in local<br />
communities<br />
Sponsorship of sporting<br />
<strong>and</strong> cultural events<br />
Publicity for the<br />
enforcement activities<br />
undertaken<br />
Interview key figures:<br />
police, celebrities <strong>and</strong><br />
religious leaders<br />
Community or school-based<br />
promotional events<br />
Reason for considering<br />
Large target audience reach. Communicate short key message.<br />
Visual <strong>and</strong> aural communication. Not good for detailed messages.<br />
Large target audience reach. Short message. Message while<br />
<strong>driving</strong> through car radio. Aural communication.<br />
Large target audience reach. Short message. Use as link <strong>to</strong> media<br />
public relations s<strong>to</strong>ries. Limited by literacy levels of audience. Can<br />
be basis of word-of-mouth communication.<br />
Short message targeting the audience while using the road. Can<br />
reach a range of road users. Can reinforce <strong>and</strong> extend TV <strong>and</strong><br />
press images.<br />
Broad public awareness, government exposure, free media<br />
exposure. Opportunity for two-way communication at media<br />
briefing. Can form the basis of word-of-mouth communication.<br />
More detailed explanations of initiative. In-depth analysis. Public<br />
credibility. Exposure for campaign figureheads. Can be linked <strong>to</strong><br />
public events <strong>and</strong> community meetings. Provides opportunity for<br />
local participation <strong>and</strong> <strong>to</strong> “localize” campaign messages.<br />
Detailed explanations of initiative. Public credibility. Exposure for<br />
campaign figureheads. Opportunity for two-way communication.<br />
Support for regional contributions, support for regional media<br />
<strong>and</strong> public relations activities. Opportunity <strong>to</strong> localize the issues.<br />
Potential <strong>to</strong> profile local figureheads. Basis of information for<br />
public or village meetings.<br />
Provide information <strong>to</strong> support continuing local media coverage.<br />
Can establish local ownership of issues <strong>and</strong> support action at<br />
local levels.<br />
Good for campaign positioning <strong>and</strong> br<strong>and</strong>ing. Can access highprofile<br />
<strong>and</strong> highly credible personnel. Link with specific road safety<br />
issue can be tenuous unless properly thought out.<br />
Enhance deterrent effect <strong>to</strong> generate short-term behaviour change.<br />
Powerful influence on immediate behaviour provided enforcement<br />
level is sufficient <strong>to</strong> be acknowledged by the public.<br />
Exposure for campaign figureheads. Campaign credibility.<br />
Opportunity for two-way communication.<br />
Enhance public/target group interest. Opportunity for positive<br />
behaviour reinforcement. Link <strong>to</strong> school curriculum teaching<br />
on road safety for children. Opportunity for parents’ road<br />
behaviour <strong>to</strong> be influenced through their children. May be a<br />
weak influence if community culture does not support assertive<br />
children’s behaviour.<br />
104