Deliverable D 1.3 RESULTS OF META-ANALYSIS ... - cast-eu.org

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Campaigns and awareness raising strategies in traffic safety — <strong>Deliverable</strong> D-1.1Types of campaignsTraffic safety campaigns in Austria are common practice on various levels.The types of campaigns vary from information and awareness campaigns toeducational and combined campaigns. There are international traffic safetycampaigns (e.g. European Red Cross road safety campaign - the aim: is toreduce the number of children killed or injured in road traffic), nationalcampaigns (e.g. “stay alive-stop speeding”, “seatbelts save lives”), regionalcampaigns (e.g. “life is fast enough” , “safe – not too fast), and localcampaigns (e.g. “The traffic saving community Langenlois” – a campaign tomotivate people to change from car to other traffic modes). Nationalcampaigns are usually initiated by the ministry of traffic technology andinnovation or by the ministry of the interior. Regional campaigns are carriedout by the responsible traffic department of the provincial government, andlocal campaigns by the municipalities. There are, however, also otherinstitutions that set off traffic safety campaigns like the Traffic Club Austria,Car Touring Clubs or the different parties.Themes of campaignsThe themes are manifold: speed, alcohol, seatbelt, visibility, mobile-phoning,traffic safety and children, traffic safety and pedestrians, traffic safety andcyclists, etc. Enforcement is mainly involved in speed or alcohol campaigns.Mass Media campaigns are common for increasing seat-belt wearing rates,reducing speeding and the number of people who drink and drive. Directcommunication is primarily used in campaigns to increase the traffic safety forchildren.Evaluation characteristicsEven though there are lots of traffic safety campaigns carried out in Austria,hardly any detailed evaluation is done. In average, one out of four campaignsis somehow evaluated in an after studyThe evaluation mainly concentrates onthe awareness/recognition/recall and not on behavioural change. Before-afterstudies are the exception and are still not common. According to an employeeof the ministry of transport, innovation and technology, evaluation onlybecame a topic since 2005.4.2 BELGIUM 2When conducted?The Belgian Road Safety Institute (IBSR-BIVV) has extensive experience withroad safety campaigns ever since the first campaigns in Belgium were started(1960’s). At present, IBSR-BIVV runs 6 large-scale national campaigns eachyear. The duration of each national campaign is approx. 4 to 6 weeks.2 Text provided by Werner de Dobbelleer, IBSR/BIVV22
Campaigns and awareness raising strategies in traffic safety — <strong>Deliverable</strong> D-1.1Accompanying measuresThe campaigns always include billboards along the main road network, mostoften in combination with radio or television advertisements, and supported byinformation leaflets, brochures, internet websites, and/or promotionalmaterials. If applicable, they can be combined with education (e.g. child seatcampaign) and/or inform on new legislation (e.g. new priority rules).The campaigns are always combined with enhanced police enforcement. Theenhanced enforcement is always publicized at the start of the campaign. Incase of the drink driving campaign in the end of the year period, the enhancedenforcement is also publicized at mid-term (before New Year’s eve) and at theend of the campaign (mid-January).The national campaigns are also advertised locally by means of small-sizeposters that are sent to a network of public institutions, libraries,municipalities, police stations, schools etc. In the future, the volunteer’snetwork (Ikbenvoor – Jesuispour) will provide local support for the nationalcampaigns as well.Themes of campaignsThe campaign themes are defined according to the priorities set by theFederal Road Safety Commission (FCVV-CFSR) and the EuropeanCommission, with driving under the influence, speeding and the use ofrestraint systems as top priorities. The campaigns address attitudes as well asbehaviour, and by doing so try to reduce accidents. The final aim of eachcampaign is always to reduce the number of accidents and victims.Evaluation characteristicsEach campaign is evaluated by means of a post-test (after-measurement),conducted by an independent marketing research institute. The post-testmeasures awareness and appreciation of the campaign as well as attitudes,behavioural intentions and self-declared behaviour of the target audience. Ifpossible, these data are complemented by observed behaviour data (pre- andpost measurements), for example seat belt wearing rates.4.3 CZECH REPUBLIC 3Historic backgroundThe Czech Republic was a communistic state until November 1989, whenthere was a revolution and putsch. By that time everything was under statecontrol, the state police had a big authority. The month April officially becamethe National Month of Safety. Every year a safety theme was chosen (mainly3 Text provided by Eva Sedá, CDV23
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