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Campaigns and awareness raising strategies in traffic safety — Deliverable D-1.1Additional measures usedIn the case of campaigns, where integrated approaches were implemented –i.e. for 6 out of 10 campaigns, the additional measures concern mostly thelaw/police enforcement, the education and the driving schools.Scale of campaignsAmong the 10 half of them were local or regional (Infant Car ProtectionEquipment (KEPPA2), Helmet Campaign (KEPPA3), Smashed Cars, DrivingBehaviour (Larisa), Drinking and Driving (Psomiadis)) and the other halfnational (Bob Campaign, Seatbelts and Helmets Campaigns (Tsalikis),Seatbelt Campaign (KEPPA1), Railway Crossing Safety (Hellenic Railways),Picketing).Evaluation characteristicsAmong the 10 campaigns, an evaluation has only been conducted in 4 ofthem. “Bob Campaign” used a comparison of accidents before and afterimplementation as an evaluation method, “Seat Belt Campaign-KEPPA1”made an observational study of 2250 drivers and passengers, and “HelmetCampaign (KEPPA3) used interviews of motorcycle riders.4.8 ITALY 8Who carries out road safety campaigns in Italy?At a national level, a number of organizations, public and private, investmoney on road safety campaigns:1) Ministries (mainly Transportation, Health, Interior Affairs)2) Insurance companies (National Association of Insurance Companies)3) Police corp authorities4) Foundations5) Highway companiesItaly do have the particular situation, many decision makers do state that “wehave a road safety problem! Let’s do a campaign!” and one can a usualoverestimation of the power of the campaigns that leads to a number ofcampaigns carried out, but they are mainly seen as a good and immediatereaction to the polemics raised by the road accident toll. Overall, the numberof road safety mass media campaigns in Italy is quite high, also because it isused as most immediate answer to the public attention of a problem.8 Text provided by Gian Marco Sardi, SIPSiVi30
Campaigns and awareness raising strategies in traffic safety — Deliverable D-1.1Scale and types of campaignsAt a national level, mainly television and radio spots are concerned.Campaigns are rarely accompanied by enhanced enforcement; and whenthey are, it is quite difficult to see evidence or explicit links between theinitiatives. At a lower level, Regions, Provinces and Municipalities carry outroad safety campaigns: One might see collaboration/co sponsorship of privateorganisations.There is no clear strategy or explicit decision, at least at national level, butfear arousing appeals messages, with shocking images in television spots aremainly adopted. At a national level, television and radio spot are mainlyadopted. The collaboration, either at vertical (same field, different level, e.g.from municipality up to province, region and ministry) or horizontal level (samelevel, different field e.g. between ministries of different types, as transport andhealth) is very rare, if not absent. The target group is rarely defined, even if wecan see campaigns mainly and generally aiming at young drivers withspeeding and drinking and driving as main issues.Theme of campaignsThe topic is rarely defined, but recently an higher number of campaigns havebeen registered with alcohol related problems. Note: even if we have aspecific argument chosen for the campaign (alcohol in this case) unfortunatelyoften this specificity is not only dedicated to the road safety issue: e.g. oftenthe organisation involved are in the health frame (public or private) and theyoften choose as a strategy to start from an alcohol related issues(consequences of alcohol assumption/abuse/addiction) and extendingafterwards the problem to the drinking and drive issue.Evaluation characteristicsIt is difficult to obtain detailed reports of the evaluation of campaignsindependently from the level (national/local) and evaluation seems to be reallyrare. When it is present, evaluations are only on the form of aftermeasurementsregarding the opinion of the campaign (if the campaign wasliked or not).4.9 THE NETHERLANDS 9Themes and time periodsThe use of road safety campaigns to increase road safety has gainedprominence in the Netherlands since the eighties. Over the years thecampaigns have concentrated on various themes: speeding, safety distance,drink driving, bicycle lightning, seat belts, aggression, the introduction of newlegislation, etc.9 Text provided by Paul Schepers, The Transport Research Centre AVV (part of the Ministryof Transport, Public Works and Water Management31
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