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Campaigns and awareness raising strategies in traffic safety — Deliverable D-1.13. DEFINING CAMPAIGNSA major finding in the GADGET and the INFOEFFEKT projects was that puremass media campaigns, i.e. campaigns using only television, radio and/ornewspapers and no other accompanying measure, did not have any effect atall on accidents (Delhomme et al, 1999; Vaa et al, 2004). As the CASTAnnexe 1 very often refersto “mass media campaigns” as if this type ofcampaigns were the sole/main focus of the CAST project, we were concernedthat the CAST project could be biased in the sense that it would focus toomuch on ineffective mass media campaigns and too little on other types ofcampaigns. There could then be a danger of excluding campaigns which havebeen effective, especially more local campaign types utilizing more personalcommunication and education than communication by mass media channels,which in the INFOEFFEKT project had been confirmed to be very effective insome cases (Vaa et al, 2004).A special topic in this debate was whether one can – or should – distinguishbetween “Information” and “Education”. One could ask: When is it“Information” and when is it “Education”? “Which are the “cardinal criteria” thatcould separate these concepts? Another concern was that mass mediacommunication channels as television, radio, newspapers plus leaflets,posters also can be applied locally, i.e. in counties, municipalities, companies.Is it then a “Mass media campaign”?Based on this concern, and a discussion in CAST Steering Committee onwhether “education” could or should be an element in what we would like todefine as a campaign, we raised a debate on the Vienna Plenary meeting inApril 2007.With this as a starting point, IBSR as the co-ordinator picked up the glove andinitiated a discussion on this issue which arrived at a conclusion which we findsatisfactory. We will here put forward the main topics and conclusions fromthis discussion.For a start, the CAST project adopted the definitions which had previouslybeen applied both in the GADGET and the INFOEFFEKT project. Thesedefinitions are as follows:Rice & Atkin, (1994: 365):1) [Campaigns are] ….”purposeful attempts to inform,persuade, or motivate attitude and(or) behaviourchanges towards safety in a relatively well-defined andmore or less wide audience generally for noncommercialbenefits to the individuals and/or society atlarge;18
Campaigns and awareness raising strategies in traffic safety — Deliverable D-1.12) campaigns are typically within a given time period bymeans of organised communication activities involvingmedia often complemented by interpersonal support;Elliott, (1993):3) road safety campaigns are very often combined withother actions (enforcement, education, legislation,commitment, rewards, etc.), or as Elliott (1993: 2)quote “ mass media campaigns need to be viewed asan integral support element for other countermeasures- a signposting role. ”.Of these definitions, only definition amendment 3) explicitly uses “massmedia” as a key concept. Rice and Atkin give their 1994-definition an updatein their recent book (Rice and Atkin; 2000):“Purposive attempts to inform, persuade, and motivate a population (orsub-group of a population) using organised communication activitiesthrough specific channels, with or without other supportive communityactivities.”In another project, Coffman (2002) elaborated another definition – or perhapsmore a description – of what a “campaign” actually is:“Public communication campaigns use the media, messaging, and anorganized set of communication activities to generate specificoutcomes in a large number of individuals and in a specified period oftime. They are an attempt to shape behavior toward desirable socialoutcomes. To maximize their chances of success, campaigns usuallycoordinate media efforts with a mix of other interpersonal andcommunity-based communication channels.”No doubt, (road safety) campaigns are indeed difficult to define in concreteterms as “campaigns” will comprise a huge range of activities that in somesense might be labelled “attempt(s) of mediating significant message(s) to anaudience through a variety of communication channels”. One conclusion ofthe discussions was that it is the communication – or the quality and typeof communication that is of significant importance, not the media or themedia channels as such.Werner de Dobbelleer at BIVV/IBSR searched the literature on campaignsand campaign definitions and provided several definitions which were broughtinto a fruitful discussions subsequently. De Dobbeleer’s final definitionproposal was stated as follows:“Purposive attempts to inform, persuade, and motivate apopulation (or sub-group of a population) to change its attitudeand/or behaviour to improve road safety, using organizedcommunication activities involving specific media channels withina given time period, often complemented by other supportive19
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