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Campaigns and awareness raising strategies in traffic safety — <strong>Deliverable</strong> D-1.14.15 SWITZERLAND 15bfu – Council for Accident Prevention in Switzerland is a non-governmental,private foundation (founded 1938). The bfu has a large knowledge andexperience in the development, implementation and evaluation of traffic safetycampaigns (during the last 20 years bfu has implemented three to fournational campaigns per year). When doing road safety campaigns bfu oftencollaborates with other bodies as the Swiss Road Safety Fund, automobileclubs, insurances or the police. The former is (co)financing most of the roadsafety campaigns in Switzerland (via non-occupational accident insurancepremiums).Types and scales of campaignsThe core elements of a national mass media campaign headed by bfu arebillboard advertising, television-spots and sometimes radio-spots. InSwitzerland advertising along streets is not allowed with an exception for roadsafety. Bfu has the possibility to placard on its own 350 "Mahnwände" (aboutfour times the F4-format) on motorway accesses and along rural roads.Furthermore bfu has – through special agreements with the local authorities –the possibility to placard on special mobile advertising column (format F4) inthe communities (directly beside the roads). television-spots and radio-spotson road safety have lower charges than commercial advertising. Bfu oftencombines mass media campaigns with personal contacts with the target group(e.g. in discos, parking garages, on events, police controls) and distributesleaflets, give-aways etc.Furthermore there are smaller (more regional or even local) campaignsimplemented through local authorities or local associations (e.g. of residentsin a quarter) – without participation of bfu.Themes of campaignsThe topics of the campaigns sometimes have a long tradition (e.g. an annualcampaign at the start of a new school year) or are the product of politicalinterests (e.g. campaigns on speeding from local authorities) without anyrelation to its importance regarding accidents. But more and more campaigns– at least regarding the big national campaigns which are (co-)financed by theSwiss Road Safety Fund – are based on research. The research departmentof bfu strongly demands a scientific situation analysis from its partners beforedeveloping a mass media campaign.Topics of national mass media campaigns during the last few years with bfuparticipationor bfu-lead:- annual campaign at the start of the new school year- annual campaign to promote helmet wearing when cycling15 Text provided by Esther Walter, BfU38
Campaigns and awareness raising strategies in traffic safety — <strong>Deliverable</strong> D-1.1- 2000 and 2001: campaign to raise the risk awareness of young drivers- 2001, 2002, 2003: campaign to promote daytime running lights- 2004: campaign about alcohol and driving to inform about the newlegislation (0.5 ‰ BAC when driving)- 2005, 2006, 2007: campaign to promote seat belt wearing- 2007: campaign to promote a correct adjustment of the head restraintsOther campaigns:- 2006, 2007: campaign to raise the risk awareness of motorcyclists- 2006: campaign against speeding / racersEvaluation characteristicsWe are further urging an evaluation with at least one pre-and post--measurement on different levels (outcome, impact and process evaluation) –if possible with a control group which is quite difficult in national campaigns. Avery basic evaluation has become a standard for most campaigners. But torecommend a professional evaluation is still hard work.39
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