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Campaigns and awareness raising strategies in traffic safety — Deliverable D-1.1Trinken und Fahren könnt ihr euch sparen“ (That’s the thing for me: you canforget drinking and driving), 2. “Gelassen läuft’s“ (Keep cool - keep moving)and 3. “Rücksicht ist besser“ (Consider Consideration).These campaigns served the purpose of intensifying the social responsibilityof each individual road user and of changing the behaviour in road traffic in asafety supporting way. The aim is to behave more considerate as a principlefor sharing the road space.Three types of campaignsCampaign 1 “Darauf fahr ich ab”: In 1998/1999 a road safety campaignagainst drinking and driving was carried out in 17 counties of 12 German“länder”. Young citizens (female 16-24 years, male 18-24 years) received aletter and an information brochure on the risks of drinking and driving.Different media outlets (e. g. local radio), poster advertising, personal lettersand public promotion supported this road safety campaign. In some countiesenforcement measures of the police had also been intensified during the roadsafety campaign.Evaluation characteristicsThe road safety campaign has been accompanied by several scientificanalyses to study the impact of the campaign. These scientific analysescomprise statistical accident analysis, time serious analysis andquestionnaires. The results have been summarized in a road safety relatedcost/benefit-analysis.Campaign 2: „Gelassen läuft’s“ (Keep cool - keep moving)For improving the general atmosphere between traffic participants theGerman Ministry of Traffic, Building and Urban Development has created thecampaign „Gelassen läuft’s“ (Keep cool - keep moving). According to someanalyses weak traffic participants have been especially endangered byincreasing aggression, stress and conceitedness. So a new attractive rolemodel for the behaviour in road traffic comprising self responsibility,sovereignty and aplomb should be introduced.The nationwide campaign started in March 2001 with posters, in newspapersand magazines over a duration of 12 months and was designed for adults.These classical media were accompanied by numerous other activities carriedthrough by partners of all social groups. In order to achieve a broader effectthis campaign was connected with the activities of the German Traffic Council(DVR) and the German Traffic Guard (DVW). An evaluation which has gonealong with this traffic safety measure has shown that public feedback hasbeen characterised by large acceptance.28
Campaigns and awareness raising strategies in traffic safety — Deliverable D-1.1Campaign 3: “Rücksicht ist besser“ (Consider Consideration)The German Ministry of Traffic, Building and Urban Development has startedthis traffic safety campaign in July 2004 and it was finished in March 2006. Inorder to achieve a broader effect this campaign was connected with theactivities of the German Traffic Council (DVR) and the German Traffic Guard(DVW). The core message was that people should behave more considerateand cooperatively in road traffic.4.7 GREECE 7Theme of campaignsThe following 10 campaigns are considered as the most complete in terms ofdesign, implementation, importance of theme addressed and evaluation (evenpotentiality of evaluation, where evaluation was not conducted within thecontext of campaign):- Bob Campaign,- Seatbelts and Helmets Campaigns (Tsalikis),- Seatbelt Campaign (KEPPA1),- Infant Car Protection Equipment (KEPPA2),- Helmet Campaign (KEPPA3),- Railway Crossing Safety (Hellenic Railways),- Picketing,- Smashed Cars,- Driving Behaviour (Larisa),- Drinking and Driving (Psomiadis)In the sample of 10 campaigns, 2 of them have as a theme the prevention ofalcohol usage if driving, 2 the usage of seatbelts, 1 the usage of helmets, 1the child car restraint equipment usage, while the other 4 the safe driving ingenerally.Time periodsThe 10 campaigns were conducted in the period from 1996 to 2007. Three ofthem (Bob Campaign, Seatbelts and Helmets Campaigns (Tsalikis) and InfantCar Protection Equipment) take place until today and are still on going .Type(s) of campaignsAll of the 10 campaigns have an approach through mass media (television,Radio, Press or Magazines), while more than the half of them includes anintegrated approach.7 Text provided by Teti Nathanail and Giannis Adamos, University of Thessaly29
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