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Campaigns and awareness raising strategies in traffic safety — Deliverable D-1.1unfastened in the rear seat, bashes out through the windshield indicating thatthis would be the final move of his life. The campaign was repeated in 2006and studies demonstrate need for new edition of seat belts campaign.Type of campaignsThe purpose of the project was to ensure high profile media coverage tothis nationwide seatbelt campaign. The campaign media included television,radio, cinemas, billboards, posters in clubs, discos, bus backs and there isintensive PR envelope. The campaign ran nationwide in September – October2005 and was supported by step-up enforcement of the seatbelt use by thepolice.A cycle of campaigns under the logo slogan “Turn on thinking” continues.Themes of this campaign cycles are Speeding, alcohol, seatbelts and roadusers. Smaller, but nationwide campaigns on alcohol and visibility of childrenhave been done according safety issues that vary with time of the year.Scale of campaignsMost of campaigns in Poland are local campaigns, initiated by cities,municipalities or private sector. The ”Last bash” campaign was nationwide.4.12 PORTUGAL 12Types and levels of campaignsSeveral different road safety campaigns have been regularly implemented inPortugal for many years, some of them particularly focussing on the themesalcohol and driving, speed, seat belts and child restraint systems, pedestriansand 2 wheeler user’s safety, with different communication strategy andapproach. Themes for the campaigns are mainly decided on the basis of dataand analysis on accidents and road user behaviour although at local levelthey are also decided on the basis of county specific problems.Road safety campaigns implemented at a national level are organized andfunded by the Ministry of Interior, until 2005, through the Traffic Directorate,and nowadays through the recently created National Road Safety Authority.Campaigns funded by the government are normally conducted by PortugueseRoad Safety Association that is responsible for the developing, organizationand implementation of nationwide campaigns.At a regional and local level, campaigns are also implemented and funded byauthorities and other partners in the community.12 Text provided by Alain Areal, PRP34
Campaigns and awareness raising strategies in traffic safety — Deliverable D-1.1Accompanying measuresTo advertise campaigns different communication strategies to reach differenttarget groups are used. Several campaign materials are used and chosenaccording to criteria of cost-effectiveness and the target group to beaddressed. Mass media campaigns are combined with additional measures,such as live demonstrations or awareness and information actions.Campaigns running period are normally decided according the availableresources, problem analyses, statistics data, and availability of target groupsthat is supposed to be receptive of media messages.Evaluation characteristicsCampaign evaluations in Portugal are not a regular practise. The PrevençãoRodoviária Portuguesa (PRP) started doing evaluations a few years ago andat present moment PRP evaluate all campaigns directed by us. It’s moreusual to carry out evaluations about campaign’s notoriety and perception thanto evaluate changes of behaviour.PRP started to carry out pre- and post-evaluations to see if changes havebeen brought about. PRP also measure the attitudes and behaviours of roadusers in general and compare these figures with those of previous years andgather the statistics on the number of performed controls. Concerningchanges in behaviour the evaluation is normally done by using pre-test andpost-test observations and comparison with rates measured in bothobservations. Post-tests on the perception and notoriety of the campaign isnormally done by a sample that is representative of the population.4.13 SLOVENIA 13Types, themes and scale of campaignsImplementing road safety campaigns is primarily the domain of the SloveneRoad Safety Council, the Ministry of Transport, and the Ministry of Health inco-operation with the police and other governmental and civil institutions.Preventive efforts can generally be classified in two broad categories:• Media campaigns (publicity, media component)• Local/small-scale actions (e.g. activities for schools/kindergartens inthe beginning of the school year; workshops for secondary schools;stands in shopping centres/local areas, etc.) – these activities are quitefrequent; sometimes they coincide with the media campaigns (asadditional/supportive measures) but they most often stand alone.Speaking of media campaigns, they have been generally implementednationally addressing a wide range of the major road safety issues such asspeeding, intoxicated driving, seat belt use, the use of mobile phones while13 Text provided by Marko Divjak, University of Ljubljana, Faculty of Arts (ULFF)35
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