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

More documents

Recommendations

Info

Campaigns and awareness raising strategies in traffic safety — Deliverable D-1.1driving, pedestrians’ safety, etc. Most of them were launched on a singleoccasion and were thus not part of the long-term strategy (e.g. the sameconcept being repeated several times). Depending on the theme, mostcampaigns have been aimed at reducing violent behaviour (e.g. adherence tothe speed limits, sober driving) and/or stimulate the use of protectivemeasures (seat belts, child safety seats, visibility of pedestrians) with theultimate goal being the reduction in the number of road accidents andassociated fatalities (e.g. by persuading drivers to keep up with the speed limitit was intended to reduce the number of speed-related accidents).Accompanying measuresRecently, there has been a tendency to combine media campaigns withincreased police enforcement, although such an integrated approach is oftenstill unsystematic (e.g. the timing of media activity and enforcement do notexactly match). Increased enforcement also frequently stands alone (withoutthe media campaign) and is publicized in advance (e.g. in the newspapers,press-conferences, television-emissions). Also, in the last couple of yearsmuch more financial resources have been devoted to construct andimplement each campaign, which has significant implications for the moreeffective positioning of campaign’s messages. Previously,television and radiospots were often advertised outside prime time (because of financialconstraints).Evaluation characteristicsAlthough Slovenia has a lot of experiences with implementing campaignsmost of them have not been systematically evaluated. Campaigns weretraditionally either:a) not evaluated at all,b) assessed only in terms of awareness/recognition/recall (by meansof telephone polls) orc) informally evaluated – without structured methodology (in terms ofcampaign’s outputs, e.g. the number of leaflets delivered, thenumber of postcards returned; or in terms of coincidental descriptiveresponses from the affected/interested parties – local road safetycouncils, teachers, experts, etc.).A milestone towards a more scientific and systematic evaluation representsthe Euchires campaign in 2005. Its effectiveness was assessed by means ofdifferent measurement variables:reach/awareness/recognition/attractiveness of the campaign (after-only);observed behaviour (before-after) and self reported measures (before-afterstudy with a control group that was formulated on the level of supportiveaction – education in a few kindergartens). Similar evaluation methodologywas also used to evaluate the Euchires 2006 campaign.36
Campaigns and awareness raising strategies in traffic safety — Deliverable D-1.14.14 SWEDEN 14Time periodsCampaigns from the period 1966-2005 were found in the review. Many of themore ambitious and national campaigns lasting for a year or more werecarried out during the 1970’s and early 1980’s. Later, campaigns were oftencarried out on a local or a regional level.Type of campaignsThe message could be conveyed by a number of ways in a single campaign,typically by advertisements in newspapers and magazines, leaflets, billboardsand spots on television. Leaflets could for example be distributed by mail tovehicle owners together with other information from an authority or to targetedgroups such as parents of children aged 5-6 years. In other campaigns,leaflets could be made available at gas stations etc or handed out directly bypeople engaged in the campaign placed at companies, parking places etc.New techniques as DVD/video and Internet have not been used frequently.Level of campaignsBoth local and national campaigns have been carried out. Either a singlecounty or 2 or more counties have been targeted in regional campaigns. Localcampaigns have been carried out in cities (one or more), on streets with manyaccidents and at companies.ThemesSpeeding and drunk driving are the two most addressed undesired trafficbehaviour in Swedish campaigns. Another common theme is to increase useof safety systems as seat belts, bicycle helmets and restraint systems forchildren. Also to show consideration for vulnerable road users, groups such aschildren, cyclists, pedestrians and elderly have been specifically addressed inseveral campaigns. General traffic safety has been in focus in othercampaigns instead of specific types of accidents, but two examples of thelatter are single accidents and game collision.Evaluation characteristicsIn about half of the campaigns that were found in the review, only anevaluation afterwards was made and usually penetration and possible changein behaviour were addressed. The other campaigns, which were scored,carried out before and after studies but seldom with control groups/areas.14 Text provided by Sonja Forward, VTI37
Page 1 and 2: Campaigns and awareness raising str
Page 35: Campaigns and awareness raising str
Page 87 and 88:
Campaigns and awareness raising str
Page 89 and 90:
Page 91 and 92:
Page 93 and 94:
Page 95 and 96:
Page 97 and 98:
Page 99 and 100:
Page 101 and 102:
Page 103 and 104:
Page 105 and 106:
Page 107 and 108:
Page 109 and 110:
Page 111 and 112:
Page 113 and 114:
Page 115 and 116:
Page 117 and 118:
Page 119 and 120:
Page 121 and 122:
Page 123 and 124:
Page 125 and 126:
Page 127 and 128:
Page 129 and 130:
Page 131 and 132:
Page 133 and 134:
Page 135 and 136:
Page 137 and 138:
Page 139 and 140:
Page 141 and 142:
Page 143 and 144:
Page 145 and 146:
Page 147 and 148:
Page 149 and 150:
Page 151:
show all

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

Create successful ePaper yourself

Delete template?

Save as template?