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Campaigns and awareness raising strategies in traffic safety — Deliverable D-1.1activities (enforcement, education, legislation, commitment,rewards, etc.).” (Werner de Dobbelleer, July 2007)At this point of discussion it became apparent that the CAST-project and theWPs may need different definitions which means that the option of having a"working definition" is a good idea, and perhaps necessary. It also becamequite obvious that the definitions may be categorized as either "descriptive" -i.e. what a campaign actually is or has been, and "normative" – i.e. "what acampaign ideally should look like".The differences between for example WP1 and WP3, can be illustrated asfollows: WP1 would like to sample all types of campaigns, "good or bad","ineffective or effective", while WP3 - in their Manual, obviously would bemuch more concerned with defining the best way of performing campaigns.So, with that background, it would be apparent that WP1 and WP3 will preferto define campaigns differently. Based on this, we decided on the followingthe “working definition” in WP1 in the CAST project:“Purposive attempts to inform, persuade, and motivate behaviour changesin a relatively well-defined and larger audience in order to improve roadsafety, typically within a given time period, by means of organizedcommunication activities involving specific media channels oftencomplemented by interpersonal support and/or other supportive activitiesas enforcement, education, legislation, commitment, rewards, etc.”Hence, this is the definition which we have used in WP1 to search for studiesand for inclusion in the database we use for meta-analysis.20
Campaigns and awareness raising strategies in traffic safety — Deliverable D-1.14. NATIONAL CAMPAIGN EXPERIENCESThe description of the national campaign experiences in CAST-partnercountries are different. Some give a general description of campaigning intheir country, some mention those campaigns included in the CAST databaseand some concentrates on the description of important campaigns. This mightbe confusing for the reader. On the other hand it underlines the fact that thereare significant differences between the countries.Based on information that was revealed in the Oslo workshop, it becameapparent that partner countries were not on equal footing regarding pastexperience with road safety campaigns. As a consequence of thesedifferences, we proposed to add a short description of campaign traditions ineach of the partner countries. A request was sent to each CAST partnerasking for a “1-page description” of each of the participating countries. Thefollowing topics were proposed as guidance regarding how to describecampaigns in each of the countries:• Number of campaigns conducted?• When conducted? (Time periods)• Type(s) of campaigns: Mass media only?• Additional measures used? Information/education/New legislation?• Any experience with “Publicized enforcement?• Local campaigns? (counties, cities, municipalities, companies)• Themes: behaviour/accidents addressed• Evaluation characteristics (”awareness after” only, before-after…..)The national descriptions below comprise 15 European countries.4.1 AUSTRIA 1When conducted?With respect to the duration there are long term campaigns (e.g. “apple &lemon” - continuous since 1994: pupils "punish" fast drivers with lemons, anddrivers with appropriate speed receive apples as a present, campaign iscarried out on a national level; or fair and safe – I take part” – annual since2001 the self-motivation and self-control regarding speeding, alcohol and seatbelt wearing shall be increased by information and various activities,campaign is carried out on a regional level), and short term campaigns (e.g.“life is fast enough” – local campaign carried out in 2003; during two weekspeople were informed of the introduction of 30km/h zones in the city of Grazby folders, banners and various activities).1 Text provided by Karin Ausserer, FACTUM21
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