Deliverable 6.5. Presentation CAST on conferences Final version Public

Campaigns and awareness raising strategies in traffic safety — Deliverable D-6.5

Deliverable 6.5 Presentation CAST on conferences Final version Public CAMPAIGNS AND AWARENESS RAISING STRATEGIES IN TRAFFIC SAFETY Contract No TREN-05-FP6TR-S07.59641-019520-CAST

Project Coordinator: Belgian Road Safety Institute (IBSR/BIVV) Author(s): Alain Areal (PRP) Date: 17 November 2009 Sixth framework programme Priority sustdev-2004-3.4.1.4.5. Sustainable surface transport priority


Title

Presenting and distributing main deliverables: Manual

Author(s)

Alain Areal (PRP)

Editor(s)

Alain Areal (PRP)

Date

17/11/2009

Report Number

Deliverable 6.5

Version status

Final version

Distribution

Public

QA check

N/A


TABLE OF CONTENTS 1- Introduction ……………………………………………………………………………...4 2- List of participations in conferences by partner……………………………………4 3- Dissemination material used by partner…………………………………………....11 3.1 - DTU – Denmark …………………………………………………………………...…11 3.2 - FACTUM – Austria …………………………………………………………………..17 3.3 - IMOB – Belgium ……………………………………………………………………..19 3.4 - IBDIM – Poland ……………………………………………………………………...24 3.5 - IBSR – Belgium ……………………………………………………………………...37 3.6 - INRETS – France ………………………………………………………………….163 3.7 - Ministry of Transport NL – The Netherlands …………………………………….188 3.8 - PRP – Portugal . …………………………………………………………………...228 3.9 - SIPSIVI – Italy ……………………………………………………………………..275 3.10 - UTH – Greece ……………………………………………………………………290 3.11 - VTI – Sweden …………………………………………………………………….332 3.12 – ISEC ……………………………………………………………………………...374 4 – Conclusions ………………………………………………………………………..382


1- Introduction Work Package 6 objective is to disseminate the knowledge and technology produced within the CAST project among several target groups, the most important being field workers and policy makers. The aim of this specific deliverable is to disseminate CAST project and final results in conferences around European Union and other countries where the knowledge produced may contribute to the improvement of prevention and road traffic safety.

2- List of participations in conferences by partner

Actual dates

type (conference, exhibition…)

type of audience

countries addressed

size of partner audien reponsible/inv ce olved

17-19 May 2006 4-6 October 2006 25-27 October 2006 11 November 2006

Conference in Gdank

Gambit 2006

Congress in Warsaw

Road safety experts Road safety experts Road Safety Campaign actors

3-6 July 2007

European Congress of Psychology, Prague

Mainly Psychologists

European and non-European

50 100

04 December 2007

Seminar on road safety campaigns

Regional road administration

Poland, Olsztyn

20

17-18 December 2007 7 January 2008

Palacky Univerzity Presentation of the CAST project Scientific study group

University students

Czech Republic

Denmark

8

DTU transport

31 January 2008 25 Feb 2008

RODRIGUE project seminar AutoClub seminar

France, Paris

20

IBDiM

Poland, Warsaw

40

IBDiM

26 March 2008

National Road Safety Council conference Information on Polish campaign for ETSC monthly Conference "Not drinking on Polish roads"

Traffic safety experts and students Consortium members Journalists and road safety experts Road safety experts General public

Poland, Warsaw

60

IBDiM

Road safety and communication experts

Poland, Lublin

April 2008

17 April 2008

8 May 2008

VI Transport Systems Tematics UTH Workshop

Union of Polish Metropolitan Areas conference

Poland (and others) Poland (and others) Poland (and others) Greece

IBDIM IBDIM IBDIM UTH UL FF, University of Ljubljana, Faculty of Arts IBDiM CDV

IBDiM

Local government Poland, Warsaw officials

50

IBDiM

50

IBDiM


14 May 2008

Road Safety Workshop, University of Thessaly, School of Civil Engineering,Volos, Greece Turin, Workshop of the Regional Board of Psychology of Piedmont

Road Safety Greece, Belgium Experts, Students, General Public Psychologists Italy working in Traffic Safety

4th International Congress on Transport Research in Greece, Athens, Greece.Organised by Hellenic Institute of Transportation Engineers, Hellenic Institute of Transport, National Technical University of Athens Newsletter nº1 dissemination on PRI General Meeting

Transportation Experts, Transposrtation Actors, General Public

All

Road safety experts

U.A.E.; Netherlands; Tunisia; Emirates;Switzerla nd; France; Finland; Canada; Sweden; Slovenia; Morocco; Jordan; Spain; Portugal; czech republic; Belgium

31 August -4 September 2008

4th International Congress on Traffic & Transport Psychology, Washington, DC, USA

Transportation & Traffic Experts, Transportation & Traffic Actors, Psychologists, General Public

All

500

UTH

01 September 2008

CAST Project webpage uploaded in the website of the Transportation Engineering Laboratory of Universtiy of Thessaly (www.este.civ.uth.gr) Road Safety Workshop, Road Traffic Police, Drama, Greece. Organised by Road Traffic Police of Drama, Greece AutoClub seminar

All

Greece + others

infinite

UTH

Road Safety Actors, Road Safety Experts,General Public Journalists and road safety experts Czech Army members

Greece

1000

UTH

Poland, Warsaw

40

IBDiM

27 May 2008

28-30 May 2008

15 June 2008

20 November 2008

25 February 2008 March 2008

Traffic development workshop of Road Safety deparment of Army Academy in Vyskov city, organised by Czech Army Traffic dpt.

Czech Republic

50

UTh

Worksh SIPSiVi op particip ants: about 100 800 UTH

PRP

CDV


8-9 September 2008

23 October 2008

28 October 2008 29 Oct 2008 04 December 2007 17 December 2008

INTERNATIONAL CONFERENCE ON THE OCCASION OF CDV 15th ANNIVERSARY, Brno plenary session of the association of driving schools professionals, Driving Schools Association of Czech Republic Meeting with the Belgian provinces Polish Transport Conference Seminar on road safety campaigns

Presentation CAST project and results on High Level Group - EC 5 February Seminar of The Road 2009 Traffic Aggression in Czech Republic, influnce on drivers, Palacky University, 12 February CAST presentation on 2009 'Landelijke studiedag' in Leiden, NL 18-19 February Congress in Rabat, 2009 Morocco 19 February CAST presentation 2009 Seminar Enforcement How to control road safety? Brussels, BE 25-26 February CAST presentation 2009 Dresdner Forum Prävention „Kampagnenwechsel", Dresden, DE 26 February Novara, Workshop for 2009 Local Police Authority, Local Police Authority of Regione Piedmont 19 March 2009 Seminar, Linköping, Sweden 16 March 2009 Lecture on CAST recommentdations for successful road safety campaigns, social marketing and fear appeals, Ghent, Belgium 21 March 2009 1ª Motorcycles seminary

Road safety, communication experts, general public Road safety experts

EU road safety institutions and general public

CDV

Czech road safety institutions, driving schools

CDV

Local mobility experts Road safety experts Regional road administration

Belgian provinces

20

IBSR

Poland, Warsaw

50

IBDiM

Poland, Olsztyn

20

IBDiM

High Level Group members

EU countries

40

IBSR

Road safety experts

Czech Republic, Slovakia

traffic experts, decision-makers

the Netherlands

80-90

IBSR

Road safety experts policy makers, police responsibles and experts accident insurers

Northern Africa

75-100

VTI

Belgium

200

IBSR

Germany

500

IBSR

Local Police Officers

Italy

about 300

SIPSiVi

Librarians

Sweden

15

VTI

Students Department of Communication, University of Ghent

Belgium

IBSR

practitioners and general public

Portugal

PRP

CDV


25 March 2009

CAST presentation Rail way Meeting of the "Awareness communication day at level crossings" experts Task Force, UIC Brussels

40 Austria, Belgium, Bulgari, Czech Republic, Denmark, Estonia, Finland, France, Germany,Greece, hungary, Ireland, Italy, Latvi, Netherlands, Poland, Potugal, Slovak Republic, Slovenai, Spain, Sweden

IBSR

01 April 2009

Conference, Örebro, Sweden Presentation of CAST at the COST 358 "pedestrian quality needs" meeting

Traffic safety experts road planners, psychologist, architects, sociologists, engineers

Sweden

VTI

22 April 2009

CAST presentation ETSC,The ShLOW Camp Show me How Slow! Brussels, BE

students who will run a local campaign or concrete actionto reduce speeding

Germany, Austria, Czech Republic, Greece, Spain, UK, Poland, Netherlands,Belgi um, Sweden

22 April 2009

Tranquilidade Conference

Practitioners

Portugal

24 April 2009

CAST presentation at IBSR, Belgium

Belgian road safety experts

Belgium

30

IBSR

5 May 2009

Conference in Norrköping, Sweden

Staff within the health sector

Sweden

50

VTI

5 May 2009

Lecture on CAST recommentdations for successful road safety campaigns, Kortrijk, BE CAST presentation ETSC,The ShLOW Camp Show me How Slow! Brussels, BE

Students Bachelor Social Safety

Belgium

25

IBSR

students who will run a local campaign or concrete actionto reduce speeding

Germany, Austria, Czech Republic, Greece, Spain, UK, Poland, Netherlands,Belgi um, Sweden

30

IBSR

European Transport Research and Innovation Week Seminar, Linköping, Sweden

Road safety experts

EU road safety institutions and general public Sweden

1 April 2009

6 May 2009

11 – 15 May 2009 14 May 2009

Staff at Linköping university

50-100

COST 358 is a consortium from countries all over Europe and Israel

FACTUM

30

IBSR

PRP

CDV

25

VTI


14 -15 May 2009

Poster CAST recommendations for successful road safety campaigns - Velocity Recycling Cities, Brussels

19 May 2009

Seminar, Stockholm, Sweden

representatives of European and non-European of the academic coutnries world, NGOs, research institutes, the bicycle industry, public institutions, governments and citizens

>500

IBSR

Politicians responsible for traffic safety Cast Workshop Road Safety Awareness – Raising Road Actors, Road Safety Campaigns, Safety Experts, Organised by UTh, Communication Technical Chamber of experts, General Greece - Magnesia Public Chapter, Volos GR Palermo, Congress on Road Safety Road Safety Experts, campaign practitioners, decision makers

Sweden

15

VTI

Greece, Belgium

100

UTh (IBSR)

Italy

Seminar, Borlänge, Sweden

The Swedish Road Administration Symposium ‘Effectief Road safety and campagne voeren, hoe communication bereik je dat? In campaign Rotterdam, The experts, publicity Netherlands agencies... Conference (non-scientific) Traffic safety workers from all of the country

Sweden

Congre SIPSiVi ss particip ants: about 300 20 VTI

4 June 2009

INIR - Road safety behaviour

5 June 2009

BRNOSAFETY 2009, an International Conference on Road Traffic Safety, BVV Trade Fairs Brno, in cooperation with the “Innovation in Transport” cluster Conference, Okinawa, Japan

22 May 2009

29 May 2009

3 June 2009

4 June 2009

4 June 2009

12 June 2009 15 June 2009

CAST final dissemination conference in Italy, La Valutazione dell'efficacia delle campagne per la sicurezza stradale, CAST convegno Roma, IT

the Netherlands, Belgium

100

SWOV, Min. Of Transport NL, IBSR, IMOB

Denmark

ca. 200 DTU transport

Road Safety experts and practiotioners Road safety experts

Portugal

PRP

EU road safety institutions and general public

CDV

Traffic psychologists

Japan, Norway, Denmark, Finland

50-100

VTI

Road Safety Experts, campaign practitioners, decision makers

Italy

200

SipSiVi (IBSR)


16 June 2009

Provincial traffic officers

Belgium

15

IBSR

WHO and EU, politicians and policy makers, researchers, representatives from road safety organizations, youth organizations, communication specialists and many more Road safety experts professionals in the social marketing field (NGO expert group on noncommercial marketing) physicians or medical researchers

All

300

IBSR

All

VTI

Belgium

150200 10

IBSR

CAST presentation on Meeting Expert group "Alcohol, drugs, medicines and driving", EU Commission, Brussels, BE French abridged version of Road safety, the CAST manual communication experts, general public

EU countries

30

IBSR

6 July 2009

Prague, EFPA Congress

Road safety experts/ mainly psychologists plus publication on Minutes of the Congress

All

9 July 2009

CAST presentation on European Youth conference on Road Safety, Brussels, BE CAST Workshop in France, Paris

Young people working in road safety NGOs

EU countries

Road Safety Campaign actors

France, Belgium, Swizterland

24-26 June 2009

25 June 2009 25 June 2009

30 June 2009

June 2009

9 July 2009 14 July 2009

CAST presentation"Effectief campagnevoeren" on Provincial meeting, Brussels, BE PRI World Congress 2009 “Young people and innovative road safety solutions” in Rotterdam, the Netherlands

PRI Congress, Rotterdam. The Netherlands Presentation for Stichting Marketing

France, Belgium, Swizterland (and all countries where french is read)

Presentation of CAST to Practitioners, road Portugal Governement, Road Safety safety experts authorities and other practitioners, Lisboa, Portugal

INRETS

Congre SIPSiVi ss particip ants:ab out 5000 attendin g the worksh op:abo ut 200 50 IBSR

50-100

INRETS (PRP, ISEC, IBSR) PRP and ISEC


17 July 2009

Conference, Barcelona, Spain

07 September 2009

CAST presentation on Internal staff meeting, IBSR, Belgium Matera, Congress of National Police Corp

10 October 2009

13 November 2008

January 2010

International Symposium on “Management Systems of Traffic Safety” in Abu Dhabi U.A.E.;

Annual meeting of the Transportation Research Board, Washington DC, USA 6-8 OCTOBER INTERNATIONAL 2009 SYMPOSIUM “TOWARDS SAFER ROADS” TRIPOLI

Road safety experts, Local and regional councils Belgian road safety experts of IBSR Road Safety Experts and Practitioners

Spain

50-75

VTI

IBSR

10

IBSR

Italy

Road Safety experts and practiotioners

the Netherlands; Tunisia; Emirates;Switzerla nd; Syria; USA; France; Finland; Canada; Sweden; Slovenia; Morocco; Jordan; Spain; Portugal; Egypt; Algeria; Saudi Arabia, Oman, Bahrain

Congre SIPSiVi ss particip ants: about 500 PRP

Transportation professionals

All

Road Safety Experts and practitioners

the Netherlands; Tunisia; Emirates;Switzerla nd; Syria; USA; France; Finland; Canada; Sweden; Slovenia; Morocco; Jordan; Spain; Portugal; Egypt; Algeria; Saudi Arabia, Oman, Bahrain

approx. IMOB 100

PRP


3- Dissemination material used by partner All partners were asked to send all documentation used to disseminate CAST project. Information received was gathered and joined in this document by partner as follows. 3.1 - DTU – Denmark

2

DTU Transport, Danmarks Tekniske Universitet

Der er behov for klare retningslinier! Start: 1. februar 2006 Rapport: foråret 2009

• Hvordan skal man planlægge og gennemføre effektive kampagner? • Hvordan skal man måle effekt? • Hvordan skal man dele erfaringer?

Trafiksikkerhedskampagner er en metode til at påvirke trafikanters viden, holdninger og opfattelser, som påvirker dem til mere trafiksikker adfærd, men …

CAST: Campaigns and Awareness-raising Strategies in Traffic safety

Hvad er CAST?

17:30 Afrunding af 1. dag 19:00 Middag

Gribskov kommunes strategiske plan - ved Lovisa Glerfoss Roskilde kommunes pressearbejde - ved Inge Banke og Lars Elmsted, Teknisk Forvaltning Godt samarbejde med politi i Bornholms regionskommune - ved Politikommissær Jan Egelund Nielsen, Bornholms Politi

16:30 Kommunale cases

- ved Lars Barfoed, Transportminister

15:30 Kaffe 16:00 Regeringens grønne transportpolitik og trafiksikkerheden

Frederiksberg kommunes trafiksikkerhedspolitik

15:00 Kommunale cases

Fartkampagnen og de sociale medier Nye målgrupper for kampagner - ved Julie Budtz, Rådet for Større Færdselssikkerhed Q8´s motivation for at være sponsor - ved Helle Dahlgren Skov, marketingschef, Q8

12:00 Frokost 13:00 Fællesmødet åbnes 13:15 Tema fart

Program 3. juni

Tidspunkt: 3-4. juni 2009. Sted: Munkebjerg Hotel, Munkebjergvej 125, 7100 Vejle. Deltagere: Politikere og embedsmænd fra kommunerne, repræsentanter fra Politiet, Rådet for Større Færdselssikkerhed, de regionale færdselssikkerhedsudvalg, Vejdirektoratet samt presse. Mødeleder: Frank Hagerup, Vejdirektoratet, Vejcenter Sjælland

FÆLLESMØDE 2009 Landsmøde for færdselssikkerhedsaktører i Danmark

3


• Landsdækkende kampagner • Del af en langsigtet strategi • Fælles temaer: Fart, sprit, seler, unge • Samme medievalg: TV, Radio, annoncer, pjecer og Internet • Budskaber er informative, emotionelle, konfronterende eller en blanding

Mange fællestræk ved hidtidige EU trafikkampagner

11:30 Nyt fra Rådet for Større Færdselssikkerhed, de regionale færdselssikkerhedsudvalg samt Rigspolitiet 12:00 Frokost og afrejse

- ved Jon Schwartz, Rådet for Større Færdselssikkerhed

11:00 Selekampagnen, premiere

- ved Gitte Carstensen, DTU Transport

10:15 Kaffe 10:30 CAST-projektet

- ved Peter Fjeldsted, Københavns Kommune

9:50 Koordinationsgruppens arbejde

- ved Sven Krarup Nielsen, Vejdirektoratet

9:30 Status for skadestuedata

- ved Anna Sjöberg, Rådet for Større Færdselssikkerhed

12:00 9:00 Det strategiske samarbejde på børn/unge-området med TrygFonden

Program 4. juni

4


• forudgående problemanalyse • målgruppeanalyse • målgruppedialog og – test • teoretisk fundering • pre-test af budskaber, kampagnematerialer og procesevaluering • klart definerede kampagnemål • grundig evaluering • kampagne rapportering • eller begrænset budget til evaluering

.. også et fællestræk er at der er generelt ikke er:

Mange fællestræk ved hidtidige EU trafikkampagner ..

Gitte Carstensen

15 europæiske lande deltog: Østrig, Belgien, Holland, Tjekkiet, Frankrig, Tyskland, Grækenland, Portugal, Schweiz, Italien, Polen, Slovenien, Norge, Sverige og Danmark

- et EU-projekt om, hvordan man bedst laver kampagner

CAST

8

5


Kampagnemanualen


• Udvikle et stærkt og innovativt værktøj til at gennemføre en grundig effektevaluering og afrapportering af kampagner

• Tilvejebringe en manual med klare retningslinier for design, implementering og evaluering af succesfulde kampagner.

Formål med CAST projektet:

9

6


kampagner

Kommunikations

og

for trafiksikkerhed

Teoretisk baggrund

1. Del

Retningslinier for design, implementering og evaluering af trafiksikkerhedskampagner.

2. Del

Kampagnemanualen:


Vurdering af værktøjer • Anvendelse af værktøjerne på 2 rigtige kampagner • 2 workshops med diskussion af projektets foreløbige resultater

Værktøjer til praktikerne i trafikkampagnearbejdet • Manual • Evalueringsværktøj • Afrapporteringsværktøj

• Gennemgang af teorier og modeller for trafikantadfærd og hvordan man påvirker adfærd • Effekt af kampagner • Karakteristik af trafiksikkerhedskampagner og evalueringer • Gennemgang af evalueringsdesigns

http://www.cast-eu.org – results and deliverables.

Teoretisk grundlag for kampagnearbejdet

Resultatet:

Kampagnemanualen:


10


Generel introduktion til Trafiksikkerhed • Ulykkesudvikling og karakteristika for dødsulykker i EU • Ulykkesårsager • Trafikant adfærdsmodeller • Teorier om ændring af adfærd

1. Del : Teoretisk baggrund for trafiksikkerhed og kommunikationskampagner

7

Det publicerede resultat – Fokus på det praktiske arbejde



11

14

.

• Kan testes

• Giver mulighed for at beskrive/forklare sammenhænge

• Fanger vigtige variable

Hvorfor arbejde med teoretiske modeller?

15

12


• Angiver minimums værktøjer

• Enkel at bruge

• Best practice manual tilpasset kampagners karakteristika

• Praktisk værktøj til forskere og praktikere til at evaluere en kampagne

Evalueringshåndbogen


• Evaluering af kampagner

• Værktøjer i kommunikationsarbejdet

• Budskaber

• Målgrupper

• Kampagneerfaringer til at øge effekt af kampagner

• Kampagnetyper

•Generel introduktion til trafiksikkerhedskampagner

Kampagnemanualen – 1. del (fortsat)

16

13



Kampagnerapportering

Afsluttende evaluering og konklusioner

Før- evaluering og kampagneimplementering

Design af kampagne og evaluering

Situationsanalyse

Indledende arbejde

Rapport er vigtig, så andre kan lære af erfaringerne. Rapportens struktur er beskrevet kort

Foretage under- og/eller eftermålinger, analysere data og drage konklusioner

Foretage førmålinger og udføre kampagnen

Udvikle kampagnestrategi og -budskab og designe evalueringen (hvad skal måles og hvordan)

Analysere problem og mulige løsninger, definere målgruppe og hvordan man når den

Identificere problemet, finde samarbejdspartnere, lave budget mv.

Retningslinier for design, implementering og evaluering af trafiksikkerhedskampagner

Kampagnemanualen 2. Del:

Brug af skræmmekampagner

CAST Campaigns and Awareness-raising Strategies in Traffic safety


18

Brugen af skræmmekampagner går ud fra den antagelse, at når man skaber emotionel spænding (frygt), vil folk blive mere motiverede til at acceptere budskabet I kampagnen

“Så kan de lære det…….”

Skræmme-kampagner


- Findes kun på engelsk

- En del erfaringer og anbefalinger stammer fra kampagner noget tilbage i tiden

• Evt. appendiks

Retningsliner og eksempler for hver enkelt punkt

- Meget omfattende og ikke brugervenlig for praktikere

• Referencer

Gitte Carstensen DTU Transport

17

+ Mange gode konkrete eksempler

• Evaluering

• Konklusioner og anbefalinger

+ Klare retningslinier for det praktiske arbejde

+ Grundig indføring i baggrund og teoretisk grundlag for kampagnearbejdet

Sammenfatning

• Kampagnestrategi

• Baggrund

Hvad skal rapporteres?

Rapporteringshåndbog

19

Protection motivation theory


• Koordinationsgruppen vil planlægge og gennemføre seminarer om effektive kampagner – og CAST manualen vil blive indarbejdet i dette arbejde.

- 10 gange så mange midler til kampagneindsatser

- 3 gange flere kampagnemedarbejdere

• Hvis retningslinier og anbefalinger skal følges bogstaveligt vil der være behov for

• Krav til at producere effektive kampagner understreger betydningen af det koordinerede kampagnesamarbejde samarbejde som fællesmødet og koordinationsgruppens arbejde er udtryk for

Melding fra Jesper Sølund:

Hvad kan vi bruge CAST til i DK

• Nøje forundersøgelser er nødvendige før igangsætningen af kampagner.

• Effekten kan være afhængig af, hvad du måler på (viden, holdninger, intentioner eller faktisk adfærd)

Konklusionen er ikke klar og entydig

Introducerer en emotionel side af reaktionen • Når den oplevede trussel er høj og den oplevede effektivitet af den foreslåede foranstaltning også er høj, vil man være motiveret til at kontrollere faren. Når fare-kontrol-processer dominerer, reagerer individer på faren og ikke på deres frygt. (PMT) • Når den oplevede trussel er høj, men den oplevede effektivitet af foranstaltningerne er lav, vil man blive motiveret til at kontrollere frygten. Når frygt-kontrolprocesser dominerer, reagerer individer på deres frygt og ikke på faren.

Extended Parallel Process Model (EPPM)

•

•

•

•

•

Følelsen af frygt - individuelle forskelle i opfattelsen af skræmmebilleder + individuelle reaktioner på frygt Relevans - er truslen relevant for personen? Tilbøjelighed til at mene, at budskabet er rettet mod andre end en selv (især mænd) Foranstaltningens effektivitet - forskningen lægger stor vægt på dette punkt. Hvor let er det at følge de gode råd? (spirituskørsel og høj hastighed som eksempel) Defensive reaktioner - forsvarsreaktioner, der letter følelsen af frygt, men ikke afværger faren (denial, reactance etc.) Køn og alder - skræmmekampagner mindre effektive overfor unge mænd – mere effektive overfor kvinder

Mange faktorer spiller en rolle for skræmmekampagners effekt

• Etiske perspektiver

• Risiko for defensive reaktioner

• Mange andre faktorer spiller en rolle

Hvor skræmmende skal budskabet være?


3.2 - FACTUM – Austria

17:30 Thematic – guided walk in Belgrade

14:00 Parallel sessions of the Working Groups – continued 17:30 end of session

13:00 Lunch

11:30 Parallel sessions of the Working Groups

10:15 Working Group 4 progress 10:35 Karen Ausserer and Ralf Risser on Campaigning 11:05 Daniel Sauter on Progress regarding the Data Availability Study

10:00 Coffee break

Wednesday, April 1st 2009 9:00 1. Welcome 9:15 2. Adoption of the agenda, minutes of the 5th MC meeting in Lisbon 3. Status of the COST Action 3.1. General status of the Cost Action 3.2. News from the COST office 3.3. COST Mid-term evaluation – progress report 3.4. Working Group participation 3.5. Short Term Scientific Mission 3.6. National Committees of support 3.7. Final Conference - progress made - establishment of Steering Group for Final Conference - publication of Handbook (focus on digital <> printed) 4. General Planning - MC, WG and SMG meetings - deadlines for the scientific work; deliverables 5. Update Budget Plans 2009 and 2010 - budget for Final Conference - budget for printing of Final Report - budget for website costs

Draft Agenda:

Faculty of Architecture Building of Faculties of Technical Sciences Bulevar Kralja Aleksandra 73 11000 Belgrade – Serbia

Page 2

Voorschoten/Delft 15-2-2009 RM

Homework Miscellaneous 7.1. Reviewers 7.2. Draft outline of the handbook & spreadsheet writers names 7.3. Update of Glossary 7.4. Template for PQN articles/Handbook sections 7.5. National projects – 2 minute presentations 7.6. Additional financing 7.7. Related PhD postings 7.8. External interests and ties - OECD PUSH co-operation 7.9. Walk21 conference in New York October 2009 call 7.10. ICTCT Workshop in Leeds 7.11. Support for Israel International Conference on vulnerable road users 7.12. External interests 7.13. Reimbursement forms

16:30 8. Closing

6. 7.

15:20 Second part of the Management Committee meeting:

15:00 coffee break

14:30 Plenary feedback of WG conclusions

13:30 Parallel session of the Working Groups – conclusions

Parallel sessions of the Working Groups - continued

Venue:

9:00

Thursday April 2nd 2009

12:30 Lunch

Page 1

April 1st and 2nd , 2009

Dates:

Draft Agenda 6th Pedestrians’ Quality Needs MC


3.3 -IMOB – Belgium

Fax +32(0)11 26 91 99 Tel +32(0)11 26 91 11 E-mail {kris.brijs, stijn.daniels, tom.brijs, geert.wets}@uhasselt.be

23 24 25

4

The campaign was meant to address vehicle drivers as well as front- and rear seat occupants. However, the standard visual stimulus imaged a person’s face behind a broken windshield, thereby suggesting the focus was somewhat more on drivers and front seat passengers. The depicted person is a young male, highlighting the elevated risk level within this age and gender group. Although the campaign material contains those specific elements, the campaign was generally intended to reach the whole population of vehicle drivers and passengers as a non-specific target group (5).

The campaign used of a set of different media, such as television spots, posters, a website, leaflets, brochures and car stickers. As previously shown by Silverans et al. (6) the public perception of the risk to get fined for not wearing seat belts was rather low. The local police services were therefore requested to raise their enforcement activities regarding the non-use of seat belts during the period of the campaign.

1.2 STUDY PURPOSE

In existing literature it is advised to couple the effectiveness assessment of behavioral change interventions (such as the one under study here) to a thorough understanding of the targeted problem behavior itself (7, 8). Therefore, the use of evidence-based theories for the explanation of behavior is encouraged. We decided to use the Theory of Planned Behavior (TPB) (9) as an organizing framework. Besides its extensively supported validity, we motivate this decision by the fact that Şimşekoglu and Lajunen (10) recently found a TPBbased model to have the best fit for the explanation of seat belt use compared to competing models such as the Health Belief Model.

However, recent findings challenge the basic assumptions underlying TPB, especially when it comes to studying repetitive behavior. Indeed, there is growing evidence that decisions concerning frequently recurrent behavior (such as having to decide on wearing set belt or not), cannot be explained exclusively in terms of consciously planned behavior.

Two alternative processes have been proposed. One approach is to see the (non-)use of seat belts as a matter of habit, implying it is some kind of automatically triggered response, with

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119

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132 133

FIGURE 1 Central campaign slogan (Source: www.bivv.be)

windshield as a metaphor for the potential severity of the consequences of being involved in an accident while being unbuckled.

Brijs, Daniels, Brijs and Wets

Keywords: evaluation, campaign, seat-belt, theory of planned behavior, habit, repeated behavior

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102

100 101

37 38 39

Number of words = 6129 Number of Figures = 2 Number of Tables = 3 Words counted: 6129 + 5*250 = 7379 words

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Paper submitted: July 30, 2009

*Corresponding author

27

26

Transportation Research Institute Hasselt University Wetenschapspark 5, bus 6 BE-3590 Diepenbeek Belgium

Kris Brijs*, Stijn Daniels, Tom Brijs, Geert Wets

AN EXPERIMENTAL APPROACH TOWARDS THE EVALUATION OF A SEAT BELT CAMPAIGN WITH AN INSIDE VIEW ON THE PSYCHOLOGY BEHIND SEAT BELT USE

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2

5

2

160

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Based on the foregoing, we formulate the two main purposes of this study as follows. On the one hand, the aim was to test whether being exposed to a seat belt campaign would affect (or not) those variables that are identified by the TPB as key determinants of behavior. On the other hand, the goal was to verify which of the three alternative hypotheses on the use of seat belts would receive most support, i.e. the planned behavior hypothesis, the habit hypothesis or the past/repeated behavior hypothesis. In order to be able to do so, we extended the classic TPB-questionnaire with a measure for habit and past/repeated behavior.

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The second experimental group was exposed to the campaign in a very direct and attentive way. While the questionnaires were completed, the campaign billboard (see Figure 1) was

Participants were university and high school students, recruited at Hasselt University and its association partners. The evaluation was carried out by means of a three group after-only design with the use of one control group and two experimental groups. The experimental groups consisted of students following courses at one location whereas students at three other locations were selected as control group. The first experimental group was exposed to a number of campaign billboards in the central hall of the main university building. This central hall is an obligatory passing point whenever students go to the lecture rooms. This group was expected to be largely unaware of the non-attended information. This situation approaches the real traffic situation in which road users are confronted with billboards alongside highways. This group is further called the pre-attentive group (see Yoo (16) for a detailed discussion of the ‘pre-attentive’ concept). The entire pre-attentive group filled out the questionnaire on the same day as their exposure to the stimulus (billboards).

2.1 DESIGN

METHOD

Even though the notions of a habit and past/repeated behavior are closely related to one another, Ajzen (15) agrees they are fundamentally different and therefore, should be explicitly distinguished from each other, especially when it comes to the development of strategies to change them if necessary.

A highly similar, but alternative hypothesis has been advanced by Thøgersen (12) and Eriksson (13). Instead of seeing highly repetitive behavior as some kind of fully automated stimulus-response reaction, they consider it to be a form of repeated past behavior. The latter is to be understood as an originally ‘reasoned’ behavior being recycled over time without the whole underlying reasoning being unfolded whenever the behavior is to be implemented by the subject. Yet, without ever having transformed into a deeply ingrained habit, the original underlying reasoning can be re-activated and re-evaluated, for instance by changing the situational context in which the desired target behavior is to be performed. In cases such as these, the variable past/repeated behavior typically outperforms the effect generated by traditional TPB-variables when it comes to the prediction of behavior. Yet, to the difference with habit, past/repeated behaviour does not completely annihilate the effect emanating from traditional TPB-variables (14).

absolutely no reasoning behind it and extremely difficult to change because it concerns no conscious involvement of the subject anymore (11). Typically, in situations alike, the variable habit neutralizes the effect emanating from the classical TPB-variables.


A Belgian national safety belt campaign was evaluated by means of a questionnaire survey in a student sample. The evaluation was done through a three group after-only design with the use of one control group and two experimental groups. The first experimental group, the attentive group, was exposed to the campaign material in a very direct, attentive way, whereas the second experimental group, the pre-attentive group, was exposed rather inattentively. The framework of the Theory of Planned Behavior (TPB) was extended with a habit and a past behavior variable in order to verify whether seat belt usage is to be understood as habitual, repeated or planned behavior. In terms of campaign effect, the comparison of the pre-attentive group and the control group revealed no significant differences. However, the attentive group and the control group differed significantly regarding perceived behavioral control (confidence), perceived behavioral control (motivation), habit, past behavior, behavioral intention and behavior. In terms of explaining seat belt usage, linear regression models were fitted and gave most support for the repeated behavior hypothesis. According to the latter, using seat belts is recycling an originally reasoned behavior, yet without systematically going through the whole underlying reasoning every time a situation in which the decision to wear a seat belt (or not) presents itself. The practical implications of these findings are discussed more in detail.

ABSTRACT


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The final version of the questionnaire was pre-tested on a group of 26 subjects in order to find out whether instructions as well as questions were clear and whether wording had to be changed or not. The questionnaire consisted of two sections. The first section asked for respondent-related background information. The second section focused on the campaign theme (i.e., seat belts) and measured the different variables appearing within the TPB together with two additional variables (i.e., habit and past behavior). More in detail, the TPB-section was operationalized following the instructions provided by Francis et al. (17). Methodologically, for this kind of research, it is essential to respect the socalled ‘correspondence principle’, i.e., the fact that all constructs appearing in the TPB are measured at the same level in terms of target, action, context and time (18). Therefore, subjects should receive a very precise situational context serving as a reference point for answering the questions throughout the entire survey.

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In general, seven constructs were measured, i.e., attitude (ATT), subjective norm (SN), perceived behavioral control (PBC), behavioral intentions (BI), habit (HAB), past behavior (PB) and behavior (B). We briefly discuss how these constructs were operationalized and what their reliability was in terms of Cronbach’s alpha.

The driving context selected for this study is represented by Figure 2, and was included as a visual stimulus at the beginning of the questionnaire. The color photo was accompanied by the following instruction: “While filling out the questionnaire, imagine yourself in the situation depicted below somewhere in the coming three months as a car driver or a car passenger.”

2.3 QUESTIONNAIRE

All data were collected by means of self-report measures. Subjects completed classical selfadministered paper-pencil survey questionnaires. For each response session, lecturers were asked to offer 30 minutes time within their course in order to enable students to complete a questionnaire. A total of 575 questionnaires were suitable for further analysis, of which 197 in the pre-attentive group, 168 in the attentive group and 210 in the control group. All participants were aged between 18 and 25 years (mean age=20, 311 male and 264 female). 86% had a driving license. 183 184 185 186 187 188 189

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2.2 PROCEDURE 182

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The control group consisted of students from two associated high schools that never need to enter the building where the campaign material was shown. They were therefore not exposed to the campaign stimulus and could not interfere with the two treatment groups. 179 180 181

projected on a screen in front of the lecture room. In the introductory briefing and in the questionnaire students were explicitly asked to look at the projected campaign material. This group is further called the attentive group.


The central slogan of the campaign was: “The safety belt. One second changes everything” (Dutch: “De gordel, ’t is zo gebeurd”, French: “La ceinture, une seconde qui change tout”). The message was threefold: on the one hand it refers to the ease of wearing a seat belt. Fastening the seat belt is very convenient, is quickly done and should happen routinely: it takes only one second. On the other hand it refers, supported by the picture of the broken windshield, to the unexpected and sudden nature of an accident. In addition to that, the campaign’s reference picture can be qualified as a soft fear appeal with the image of a broken 93 94 95 96 97 98 99

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To increase the use of seat belts the Belgian Road Safety Institute decided to launch a national campaign on seat belt use. The target campaign ran between June and August 2004 and was part of a longer term strategy to increase the use of seat belts and other protective devices. More specifically the aim of the campaign was to increase the seat belt wearing rate by 2005 to 67% in the front seats and 55% on the rear seats. By 2009 the target was to reach 87% on front and 75% on rear seats (5).

1.1 TARGET CAMPAIGN BACKGROUND

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As an attempt to improve wearing rates, the Belgian government has invested in the development of large scale seat belt programs where use is made of different educational strategies such as multi-media spots and roadside billboards together with waves of publicity supported intensified enforcement. This study is meant to analyze and evaluate the effectiveness of such a previously implemented seat belt campaign.

A 2004-survey revealed why people refrain from always using their seat belt. The three most important reasons were forgetfulness (“I don’t think about it”), discomfort (“restricts freedom to move”) and negligence (5).

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Research by Vis & Eksler (4) on usage rates of protective systems in the EU-27 concludes it remains unsatisfactory low and improved only marginally between 2005 and 2007. Interestingly, Belgium is among the worst performers in terms of unconditioned seat belt usage even though wearing seat belts is mandatory in Belgium for car drivers and front passengers since June 1975. From 1991 onwards the seat belt has become compulsory also on the rear seats. In 2000 the compulsory seat belt wearing was extended to all motor vehicles (such as trucks and busses) on any seat that is equipped with seat belts (5).

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Nonetheless, overwhelming proof for the seat belt’s effectiveness as a safety promoting device is in sheer contrast with the amount of motorized vehicle occupants who still refrain to make (continuous) use of safety restraints while driving. The World Report on Road Traffic Injury Prevention (3) asserts that the extent of non-users remains significant, even in some well-developed and highly-motorized countries with low rates of front seat belt wearing and generally low rates of rear seat belt use.

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INTRODUCTION

Compulsory seat belt wearing has become part of highway codes worldwide, probably because seat belts are among the most effective measures for the maintenance and enhancement of (personal) safety in traffic (1). Curtis et al. (2) for instance, see safety belts as the single most effective means to reduce fatal and non-fatal injuries.

1

3

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60


Behavioral intentions (α= .79) were operationalized by two 7-point unipolar scales (1 = disagree, 7 = agree). Items were formulated in terms of preparedness and probability of wearing seat belt in the future.

Habit (α= .82) consisted of three items on a 7-point unipolar scale (1 = disagree, 7 = agree). The questions asked whether wearing a seat belt was something subjects did spontaneously

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.032

.234

.166

-.016

.029

PBC1 (confidence)

PBC2 (motivation)

.901

-.512

.000

.000

.031

.609

The aims of this study were twofold. First, we wanted to find out whether a seat belt campaign would exert a (significant) effect on a series of variables known to be crucial determinants of behavior. Secondly, we wished to verify which of the three potential hypotheses for the explanation of seat belt usage (i.e., habit, planned, or past/repeated behavior) would receive most support from the data.

4.386

8.745

2.165

DISCUSSION AND RECOMMENDATIONS

.048

.067

.038

.018

.000

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.582

PB

3.532

p

.390

.285

4

.083

HAB

.046

t

.860

-1.070

327

-.009

PBC2 (motivation)

.210

.161

PBC1 (confidence)

.033

.217

Std. Error

BI N = 575, R2 = 0.72

.028

326

-.232

Treatment

estimate

Parameter

Constant

Model

TABLE 3 Regression of Behavior on Intentions, Perceived Behavioral Control, Habit and Past Behavior

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.000

.368

The regression analyses show that the main determinants of people’s self-reported scenariospecific behavior are past behavior (PB), behavioral intentions (BI), and PBC1 (confidence) with past behavior being the most powerful predictor. In line with results above, habit does not play a role of importance.

9.495

.312

.000

.000

.917

.000

Subsequently, a model was fitted with ‘Bscenario’ (behavior) as the outcome variable. The results are provided in Table 3.

.053

-1.013

4.256

5.757

.105

8.946

p

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PB N= 575, R2 = 0.70

.039

.041

t

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.500

.015

.003

ATT

HAB

.176

1.578

Constant

Treatment

.028

Std. Error

Parameter

estimate

Model

TABLE 2 Regression of Behavioral Intentions on Attitude (ATT), Perceived Behavioral Control (PBC, 1 = confidence, 2 = motivation), Habit (HAB) and Past Behavior (PB)

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Perceived behavioral control was also measured with four 7-point unipolar scales (1= disagree, 7 = agree). Questions were aimed at uncovering whether wearing the seat belt would be easy (or not), would be dependent exclusively on the subject (or not), would be dependent upon the subject’s own will (or not), and finally, whether the subject was confident (or not) in that s/he would be wearing a seat belt. Principal component factor analysis with varimax rotation for this construct suggested a two-factorial structure. The first factor was labeled PBC 1 (confidence) (α= .77) and stands for the idea of the individual trusting s/he will perform the target behavior (i.e., wearing a seat belt). The second factor was named PBC 2 (motivation) (α= .58) and was more related to the individual’s control over the target behavior being dependent upon being intrinsically motivated to do so. These findings are in line with Kraft et al. (19) and Manstead and Van Eekelen (20). More in detail, they show how perceived behavioral control is in fact multi- rather than single dimensional. More in detail, they propose a three-factorial (i.e., perceived control, perceived confidence and perceived difficulty) or a two-factorial (i.e., perceived difficulty and perceived confidence) structure.

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Subjective norm (α = .67) was captured with four 7-point unipolar scales (1= disagree, 7 = agree). Items were worded in terms of how people being important to the subject think (or not), wish (or not), accept (or not) and approve (or not) the subject should be wearing the seat belt.

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Attitude (α= .85) was assessed by means of four 7-point bi-polar (-3, +3) scales (i.e., wearing seat belt is disadvantageous/advantageous, bad/good, positive/negative, unacceptable/acceptable).

FIGURE 2 Visual stimulus evoking the reference road scene

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Next to that, for each of the identified constructs, scores on the different items were averaged and divided by the total number of items per construct. These index scores served as input then for subsequent analyses. In order to test whether campaign stimulus exposure generated an effect on the study participants, a series of non-parametric independent sample t-tests with comparison of mean scores on each construct between the different groups, was executed. Comparisons were made not only between the control group and both the pre-attentive and the attentive group, but also between the pre-attentive and the attentive group in order to find out whether a difference in effect would occur in function of the type of exposure (i.e., attentively or pre-attentively). Finally, a series of OLS regression analyses were done in order to examine which of the three alternative hypotheses for the explanation of seat belt usage received most support from the data.

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4.2 EXPLANATION OF SEAT BELT USAGE When it comes to the explanation of seat belt usage, results of the regression analyses in general support the past/repeated behavior hypothesis. The past behavior variable, to be understood as an indication of past seat belt usage frequency under various situational conditions (i.e., inside/outside built-up areas, during day/night, with good/bad weather), was the most prominent determinant of both subjects’ future behavioral intentions and behavior in terms of (being willing to) wear the seat belt in the reference situation that was visualized by the photograph at the beginning of the questionnaire. Put differently, wearing seat belts (or not) is retaking behavior repetitively performed at other occasions before, without necessarily going through the whole original underlying reasoning of why (or why not) to make use of the seat belt every time the decision to use the seat belt

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In order to raise this exposure-awareness several stimulus-related aspects could be taken into account. For instance, in the case of billboards alongside the road, special attention should go to their exact positioning (do they really fall within the visional scope of the driver, are they located at places where there is not too much interference with or hindering from other road and infrastructural elements, etc.) as well as to their style and design characteristics (do the colors attract attention, is the picture shown not too complicated, is the link between text and image easily to process, etc.). In case of TV- or radio-spots, broadcasting should be carefully planned in order to avoid that the message gets lost in the information clutter surrounding it. Another approach to maximize people’s awareness of a safety promoting stimulus is the strategy of repeated exposure with the target group being confronted several times with the same (or a related) message. As argued by Whittingham et al. (23), pre-testing campaign material as well as its implementation is of essential importance for the effectiveness of an intervention.

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Thus, being exposed to a campaign stimulus as such does not necessarily guarantee that the stimulus will generate an effect in the subject. In addition, the subject’s awareness state should be considered as well. Consequently, in striving for a maximum of effectiveness, campaign planners and designers would do best in paying attention more explicitly to the fact that the stimulus per se doesn’t pass unnoticed. The fact that people are unaware of being exposed to a campaign stimulus can be related to both characteristics of the stimulus itself (the stimulus doesn’t trigger attention for instance because the colors or the images used do not stand out sufficiently, or, in case of roadside billboards, the stimulus can be badly located) as to characteristics of the environment that take people’s attention away from the stimulus (for instance, again in case of billboards or posters, the stimulus might not trigger attention because the driver is maneuvering and therefore focuses more narrowly on the road, not on the scene surrounding the road, or attention goes rather to a traffic sign or a exit lane located nearby a safety billboard than to the billboard itself, etcetera).

As for the first objective, results indicated that indeed, being exposed (or not) to the campaign, generated significant differences for some important determinants of behavior. However, this study clearly shows that the type of exposure (i.e., under full awareness or rather unaware) should be taken into account as well. Interestingly, subjects being exposed to the campaign stimulus, while being unaware of this, do not differ significantly from subjects under control conditions.

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4.1 CAMPAIGN EFFECT

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No significant differences could be established between the pre-attentive and the control group. Interestingly however, coefficients for the means indicated that values obtained for the

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3.1 T-TESTS

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RESULTS

Subsequently, an exploratory principal component factor analysis with varimax rotation was performed on each of the measured constructs, together with an assessment of Cronbach’s alpha as a test for reliability. As already discussed, perceived behavioral control was the only construct that further split up into two different factors.

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2.4 DATA ANALYSIS

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Data analysis was done with SPSS 16.0. First, data were screened and cleaned where necessary. We checked for potential outliers and missing values were replaced by item mean scores.

Behavior was measured by means of a single item on a 7-point unipolar scale (1= never, 7 = always). It was formulated in terms of whether the respondent wears a seat belt in a situation as the one evoked by the photo. As such, the behavior variable probes for what we will be referring to from now on as ‘scenario-specific behavior’ (= Bscenario).

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Past behavior (α= .96) contained six items on a 7-point unipolar scale (1= never, 7 = always) and asked respondents about wearing a seat belt when driving inside built-up areas, outside built-up areas, when having bad weather, when having good weather, when driving on a highway, and during daytime driving. Let us remind here also that past behavior, a variable standing for frequency of performing a certain type of behavior in the past, is not the same as habits (for a more detailed discussion on this, see for instance Ajzen (15)).

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(or not), automatically (or not) and whether they sometimes forgot to wear the seat belt (or not). This operationalization was drawn from De Pelsmacker and Janssens (21). The last item was reversely coded.


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Secondly, the prominent role of perceived behavioral control (confidence) suggests subjects should be encouraged in their opinion that using seat belts in itself is a very useful, but at the same time a very easy thing to do. Even more importantly, people should be offered strategies to resist non-use in cases where such a temptation might be more likely (such as under time pressure, while being busy in mind, if driving outside the city centre on a quite rural road, when having to make a lot of stops, or when traveling short distances, etc.). Thirdly, for people who did not demonstrate the desired behavior in the past, it might not be sufficient to change their current lack of motivation for instance by having them start thinking about the pros and cons of using seat belts and persuade them of the necessity of wearing this safety device. It is rather typical for such persons to state they will wear seat belts more in the future without ever really adapting their behavior accordingly. A possible outcome here would be to encourage and train such people in planning future seat belt usage. Indeed, empirical research shows that people consciously planning when, how and where they will implement a newly formed intention, are significantly higher in actually performing the targeted behavior (28, 26).

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From a practical perspective, we see three potentially fruitful approaches for the promotion of seat belt usage. Firstly, since attitude (i.e., an overall evaluative assessment of the pros and cons of wearing seat belts) appears to be a significant determinant of future intentions to wear a seat belt, further strengthening the perceived advantages of seat belt usage will indirectly reaffirm subjects in their motivation to buckle up.

From an academic point of view, two specific implications can be drawn from the current study. Firstly, our findings plead in favor of extending the standard TPB-framework more specifically when highly repetitive behaviors are being studied, which is in line with previous recommendations advanced by fundamental (empirical) research on the TPB (24, 25, 26, 27). Secondly, the formal structure of the TPB-model seems to replicate well in our data. That is, left aside subjective norm, behavioral intentions are indeed determined by attitude and perceived behavioral control (confidence) while behavior is related to intentions and (again) perceived behavioral control (confidence). This can be seen as an additional validation of the TPB’s underlying structure.

Understood as such, this makes the assumption that seat belt usage is in fact a habit (i.e., a completely automated ‘stimulus-response’ type of reaction with no reflection behind it whatsoever) rather unlikely.

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12

presents itself. The fact however that originally, some basic form of ‘conscious’ reasoning has taken place, can be deduced from the finding that there is a remaining significant effect emanating from classic TPB-variables. More in detail, besides being determined by past behavior, future intentions to wear seat belts were also influenced by attitude and perceived behavioral control (confidence), implying that some deliberation in terms of overall evaluation and self-confidence is at stake. For self-reported behavior also, the effect generated by past behavior did not eradicate a statistically significant influence exerted by behavioral intentions and perceived behavioral control (confidence).


In accordance with traditional procedure, in a first step, we focused on behavioral intentions as the final outcome variable. Data for the three groups were merged and a dummy variable (Treatment) was included to indicate the difference between control group on the one hand and the experimental groups on the other hand. The results are provided in Table 2. Behavioral intentions are mainly explained by attitude, perceived behavioral control (confidence) and past behavior. Interestingly, habit remains insignificant as a determinant of behavioral intentions.

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3.2 REGRESSION ANALYSES

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Interestingly, mean values for the attentive group were systematically higher than those for the pre-attentive group. This seems to suggest that the conditions under which a campaign stimulus is being processed (i.e., the subject being fully aware or unaware of the fact that he/she is exposed to a stimulus), influences the size of the effect that stimulus might have on certain target variables.

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Furthermore, the t-tests show that significant mean differences could be found between preattentive and attentive groups for control beliefs, PBC1 (confidence), PBC2 (motivation), habit, past behavior and behavior. Again, the, differences were rather small according to the Cohen’s d.

Cohen’s d 0.26 (small) 0.32 (small) 0.38 (small) 0.26 (small) 0.37 (small) 0.34 (small) 0.33 (small)

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Subjective norm (SN)

Groups M SD t(p) control 5.82 1.23 2.56 (.011) attentive 6.10 0.88 control 6.32 1.24 3.10 (.002) PBC1 (confidence) attentive 6.66 0.76 control 5.71 1.55 3.64 (.000) PBC2 (motivation) attentive 6.24 1.19 control 6.50 1.18 2.55 (.011) Behavioral intentions (BI) attentive 6.77 0.70 control 5.89 1.59 3.59 (.000) Habit (HAB) attentive 6.40 1.04 control 6.42 1.18 3.33 (.001) Past behavior (PB) attentive 6.76 0.68 control 6.33 1.44 3.24 (.001) Behavior (Bscenario) attentive 6.73 0.80 NOTE Cohen’s d was calculated and interpreted as proposed by Rosenthal & Rosnow (22)

TABLE 1 Results for t-tests at the factor level (attentive group vs. control group)

294 Variables

Table 1 shows the results of the t-tests for the comparison between the attentive group and the control group. Only results with significant differences are included. Although the sizes of the differences were small (as indicated by the Cohen’s d), significant differences were found for the variables subjective norm, perceived behavioral control (confidence), perceived behavioral control (motivation), behavioral intentions, habit, past behavior and scenariorelated behavior.

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9

pre-attentive group were in all but three cases higher, thus more favorable/more likely in terms of seat belt use, than those for the control group, which is in the expected direction. This can be seen as a suggestive indication of the fact that the campaign under study tends to produce a (very limited) effect even when subjects are not explicitly aware of being exposed to a campaign stimulus, albeit that the effect remains statistically insignificant.


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To end with, this study has its limitations, implying its results should be interpreted with care. A first issue is the use of a cross-sectional survey. Even though it provides first indications, strictly taken, such an approach prevents us from according real causal status to the effects found. A longitudinal approach is therefore required.

Secondly, scholars are rather skeptical about the use of student samples. Still, the merits of student samples should not be overlooked (29). In our case however, there is something to say in favor of selecting students as ‘model type’ respondents, because the campaign under study was tailored more precisely at young adolescents. Next to that, meta-analyses stemming from various disciplines and research areas have shown that effect sizes do not always differ significantly between student and non-student samples (30).

A third potential shortcoming is in the random assignment of respondents being performed at the group (i.e., school) instead of the individual level. As such, finding a difference on the output variables between the treatment and the control groups might still be caused by other factors than the intervention itself, such as a systematic difference between samples on a certain background variable.

Finally, with a post-measurement only design, there is no ‘basic’ measure to which the scores on the output variables for the treatment and control groups can be compared. The lack of such a within-group point of comparison makes it difficult determine the exact size of the intervention’s effect.

6

This research was part of the EU-project “Campaigns and Awareness-Raising Strategies in Traffic Safety” (CAST) and received funding from the European Community's Sixth Framework program. The content of this paper reflects only the authors' views. The European Community is not liable for any use that may be made of the information contained herein.

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From: Sent: To: Subject:

Stijn DANIELS

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Secondly, in terms of explaining the mechanism that drives seat belt usage, this study is supportive of the past/repeated behavior hypothesis, meaning subjects use seat belts on the basis of an originally formed reasoning without retaking this whole underlying reasoning every time a situation where the use of a seat belt is implied, presents itself.

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10.30 - 16.00 uur, aansluitend borrel World Trade Center, Rotterdam.

1

KpVV organiseert deze dag samen met het Belgisch Instituut voor de Verkeersveiligheid (BIVV), de SWOV en het Ministerie van Verkeer en

De nieuwste inzichten over gedragsbeïnvloeding, de invloed van campagnes, de logische stappen om effectief campagne te voeren en het evalueren van verkeersveiligheidcampagnes; het komt allemaal aan bod op 4 juni tijdens het symposium Effectief Campagne voeren.

Tijd: Locatie:

Donderdag 4 juni 2009

Antwoorden voor de verkeersveiligheidspraktijk

Symposium 'Effectief campagne voeren, hoe bereik je dat?'

UITNODIGING

DE NYS Julie [[email protected]] maandag 4 mei 2009 11:30 Stijn DANIELS Uitnodiging: Symposium '' Effectief campagne voeren, hoe bereik je dat?''

ACKNOWLEDGEMENTS

Two general conclusions can be drawn from this paper. Firstly, in terms of campaign effectiveness, the seat belt campaign investigated here seems to exert only a small effect on some traditionally mentioned determinants of behavior. In addition to that, the way in which people are exposed to a campaign stimulus (i.e., attentively or pre-attentively) might influence the stimulus’ effectiveness.

CONCLUSIONS AND LIMITATIONS

5

419 420 421 422 423

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418


Ajzen, I. Residual Effects of Past on Later Behavior: Habituation and reasoned action perspectives. Personality and Social Psychology Review, Vol. 6, 2002, pp. 107-122.

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Gedragsbeïnvloeding: nieuwe inzichten Samenwerking tussen opdrachtgever, onderzoeker en reclamebureau Campagnes op lokaal niveau Evaluatie in de praktijk Voorlichting in relatie tot andere ondersteunende maatregelen

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2

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Contactpersoon is Ankatrien Boulanger: [email protected]

Meer informatie en inschrijving Op een speciale website vindt u alle actuele informatie over dit symposium en kunt u zich inschrijven.

De afdeling communicatie is over het algemeen verantwoordelijk voor het voeren van campagnes, daarom wil ik u vragen deze uitnodiging naar uw communicatie-collega (of andere geïnteresseerden) door te sturen.

In het slotdebat kunt u zelf uw mening naar voren brengen. Tijdens de borrel kan er nog worden nagepraat

• • •

• •

Programma Na een passende aftrap biedt de dag keuze uit een vijftal sessies. U kunt er drie volgen:

Waterstaat. Aanleiding voor deze dag zijn de resultaten van het Europese onderzoeksproject CAST (Campaigns and Awarenessraising Strategies in Traffic Safety).

Wittenbraker, J., B. L. Gibbs, and L. R. Kahle. Seat Belt Attitudes, Habits, and Behaviors: An Adaptive Amendment to the Fishbein Model. Journal of Applied Social Psychology, Vol. 13, 2006, pp. 406-421.

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489 490 491 492 493

Eriksson, L. Pro-Environmental Travel Behavior: The Importance of Attitudinal Factors, Habits, and Transport Policy Measures. Unpublished PhD Dissertation, Umeå University, 2008..

Thøgersen, J. Understanding Repetitive Travel Mode Choices in a Stable Context: A Panel Study Approach. Transportation Research Part A, Vol. 40, 2006, pp. 621-638.

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486 487 488

484 485

(11)

Verplanken, B., and H. Aarts. Habit, Attitude, and Planned Behaviour: Is Habit an Empty Construct or an Interesting Case of Goal-Directed Automaticity?. European Journal of Social Psychology, Vol. 10, 1999, pp. 101-134.

Ajzen, I. The Theory of Planned Behaviour. Organizational Behaviour and Human Decision Processes, Vol. 50, 1991, pp. 179-211. Şimşekoglu, Ö., and T. Lajunen. Social Psychology of Seat Belt Use: A Comparison of Theory of Planned Behavior and Health Belief Model. Transportation Research Part F, Vol. 11, 2008, pp. 181-191.

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476 477 478 479 480 481 482 483

Delhomme, P., W. De Dobbeleer, S. Forward, and A. Simões. Manual for Designing, Implementing, and Evaluating Road Safety Communication Campaigns. ISBR-BIVV, Brussels, 2009.

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473 474 475

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Bartholomew, L.K., G. S. Parcel, G. Kok, and N.H. Gottlieb. Planning Health Promotion Programs: An Intervention Mapping Approach. Jossey-Bass, San Francisco, 2006.

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Presentation of the Campaign “De gordel, ’t is zo gebeurd/ La ceinture, une seconde qui change tout”, Press Conference June 2th, Brussels, Belgian Road Safety Institute, www.bivv.be. Accessed Oct. 29, 2008.

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465 466 467

470 471 472

Vis, M. A., and V. Eksler. Road Safety Perfromance Indicators: Updated Country Comparisons. Deliverable D3.11a of the EU FP6 project SafetyNet, 2008.

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463 464

Silverans, P., M. Drevet, and W. Vanlaar. Attitudemeting Verkeersveiligheid 2003 2004, Brussels, Belgian Road Safety Institute, 2005.

Peden, M., R. Scurfield, D. Sleet, D. Mohan, A. A. Hyder, E. Jarawan, and C. Mathers. World Report on Road Traffic Injury Prevention. Publications of the World Health Organziation, Geneva, 2004.

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460 461 462

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Curtis, K. M., S. W. Rodi, and M.G. Sepulveda. The Lack of an Adult Seat Belt Law in New Hampshire: Live Free and Dy? Accident Analysis and Prevention, Vol. 39, 2007, pp. 380-383.

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457 458 459

468 469

Routley, V., J. Ozanne-Smith, D. Li, M. Yu, J. Wang, J. Zhang, Z. Tong, M. Wu, P. Wang, and Y. Qin. China Belting Up or Down? Seat Belt Wearing Trends in Nanjing and Zhoushan. Accident Analysis and Prevention, Vol. 40, 2008, pp. 1850-1858.

REFERENCES

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453


(24) Sutton, S. Predicting and Explaining Intentions and Behavior: How Well Are We Doing?. Journal of Applied Social Psychology, Vol. 28, 1998, pp. 1317-1338. (25) Conner, M., and C. J. Armitage. Extending the Theory of Planned Behavior: A Review and Avenue for Further Research. Journal of Applied Social Psychology, Vol. 28, 1998, pp. 1429-1464. (26) Armitage, C. J., and M. Conner. Social Cognition Models and Health Behaviour: A Structured Review. Psychology and Health, Vol. 15, 2000, pp. 173-189. (27) Rhodes, R.E., and K. S. Courneya. Modelling the Theory of Planned Behaviour and Past Behaviour. Psychology, Health and Medicine, Vol. 8, 2003, pp. 57-69.

518 519 520 521 522 523 524 525 526

532 533

Evaluatie in de praktijk

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Effect op geobserveerd gedrag Effect op opinie, attitude, intenties, sociale normen,… Observaties gordelgebruik+ survey (internet, tel) bij repr. steekproef Nl. populatie (n= 935 vòòr, 1505 na campagne)

(1) Doel: Effectevaluatie (2) Methode: voor- en nastudie zonder vergelijkingsgroep (3) Meetvariabelen en -methode

Voorbeeld (2)

Effect op ongevallen? Effect op gedrag? Geobserveerd of zelfverklaard Effect op attitude, intenties, sociale normen,…? Beoordeling van de campagne zelf: hoe vaak gezien/gehoord, appreciatie, kunnen navertellen boodschap,…

(4) Uitvoeren

– – – –

(1) Doel van de evaluatie vastleggen (formatief, procesevaluatie, effectevaluatie, …) (2) Keuze evaluatiemethode (voor-na studie, met/zonder vergelijkingsgroep, experimenteel onderzoek,…) (3) Keuze meetvariabelen en meetmethode:

Hoe een evaluatie opzetten?

Universiteit Hasselt – Instituut voor Mobiliteit (IMOB) Wetenschapspark 5 bus 6 3590 Diepenbeek tel +32 11 269156 e-mail [email protected]

Stijn Daniels

Rotterdam, 4 juni 2009

Symposium “Effectief campagne voeren, hoe bereik je dat?”

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Welke evaluatie?

Haalbaar en betaalbaar?

Effect op zelfverklaard gedrag Effect op attitude, intenties, sociale normen,… Gestructureerde vragenlijsten bij 575 studenten

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deel (bv. rapportering) uitvoeren in eigen beheer Samenwerking zoeken met hogeschool/univ. studenten Niet elke doelgroep vereist massamedia

Evaluatiebudget al vastleggen bij de prille opzet van de campagne Evaluatiebudget uitdrukken in % van het campagnebudget Goed afwegen: méér of betere campagnes? Kosten in de hand houden:

Vaak geen tijd/geld voor evaluatie Sterkere designs meestal ook arbeidsintensiever en dus duurder Geloofwaardigheid evaluatie verhoogt indien onafhankelijk uitgevoerd Mogelijke hulpmiddelen:

– – –

(1) Doel: Effectevaluatie (2) Methode: nastudie met vergelijkingsgroep (3) Meetvariabelen en -methode

Voorbeeld (1)

Formatieve evaluatie (“hoe kan ik de campagne beter maken?”) (vb. pre-test bij 20 mensen) Summatieve evaluatie (“heeft de campagne gewerkt?”) (vb. gebruik van refl. materiaal verhoogd?) Procesevaluatie (“Is de uitvoering verlopen zoals gepland?”) Economische evaluatie (“zijn de baten van de campagne groter dan de kosten?”) Meta-analyse (resultaten van verschillende campagnes samenvoegen)

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(30) Verlegh, P. W. J. and J.-B. E. M. Steenkamp. A review and meta-analysis of country-oforigin research. Journal of Economic Psychology, Vol. 20, 1999, pp. 521-546.

(29) Enis, B. M., K. K. Cox, and J. E. Stafford. Students as Subjects in Consumer Behavior Experiments. Journal of Marketing Research, Vol. 9, 1972, pp. 72-74.

(23) Whittingham, J. R. D., R. A. C. Ruiter, F. Zimbile, and G. Kok. Experimental Pretesting of Public Health Campaigns: A Case Study. Journal of Health Communication, Vol. 13, pp. 216-229.

515 516 517

530 531

(22) Rosenthal, R., and R. L. Rosnow. Essentials of Behavioral Research: Methods and Data-Analysis (2nd edition). NY: McGraw Hill, 1991.

513 514

(28) Gibbons, F. X., M. Gerrard, H. Blanton, and D. W. Russell, D.W. Reasoned Action and Social Reaction: Willingness and Intention as Independent Predictors of Health Risk. Journal of Personality and Social Psychology, Vol. 74, 1998, pp. 1164-1180.

(21) De Pelsmacker, P., and W. Janssens, W. The Effect of Norms, Attitudes and Habits on Speeding Behaviour: Scale Development and Model Building and Estimation. Accident Analysis and Prevention, Vol. 39, 2007, pp. 6-15.

510 511 512

527 528 529

(20) Manstead, A. S. R., and S. A. M. Van Eekelen. Distinguishing Between Perceived Behavioral Control and Self-Efficacy in the Domain of Academic Achievement Intentions and Behaviors. Journal of Applied Social Psychology, Vol. 28, 1998, pp. 1375-1392.

(19) Kraft, P., S. Rise, S. Sutton, and E. Roysamb. Perceived Difficulty in the Theory of Planned Behaviour: Perceived Behavioural Control or Affective Attitude?. British Journal of Social Psychology, Vol. 44, 2005, pp. 479-496.

(18) Ajzen, I., and M. Fishbein, M. The Influence of Attitudes on Behavior. In: D. Albarracin, B.T. Johnson, and M.P. Zanna (Eds.), The Handbook of Attitudes. Mahwah, NY: Lawrence Erlbaum Associates, 2005, pp. 173-221.

506 507 508 509

503 504 505

500 501 502

(17) Francis, J. J., M. P. Eccles, M. Johnston, A. Walker, J. Grimshaw, R. Foy, E. F. S. Kaner, L. Smith, D. and Bonetti, D. Constructing Questionnaires Based on the Theory of Planned Behaviour: A Manual for Health Services Researchers. Centre For Health Services Research, Univesity of Newcastle, 2004.

496 497 498 499

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(16) Yoo, C. Y. Preattentive Processing of Web Advertising. Unpublished PhD. Dissertation, University of Texas at Austin, 2005.


494 495

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Aanbevelingen CAST-project

Campagneblootstelling Campagnedoelstellingen + gedrag

Voor en na de campagne Indien mogelijk met vergelijkingsgroep

Demografische kenmerken en achtergrondvariabelen doelgroep Beschrijvende statistiek Inferentiële statistiek (effectgrootheden en betrouwbaarheidsintervallen)

Maak de resultaten bekend

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Data-analyse

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Hoe meten?

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Kies voor de evaluatie meetvariabelen die toelaten om na te gaan of de doelstellingen van de campagne werden gerealiseerd Kies een correcte evaluatiemethode, rekening houdend met zowel de kwaliteit als met de haalbaarheid Besef dat elke methode voor- en nadelen biedt Wat meten?

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3.4 - IBDIM – Poland

PAMIĉû

DZIAàANIE

NAGRODA

UWAGA

skuteczna kampania spoáeczna speánia strategiczne zadania zarówno na poziomie dziaáaĔ reklamowych jak i dziaáaĔ PR:

Liczba ofiar wypadków drogowych (podziaá wiekowy )

Barbara Król Sekretariat Krajowej Rady BezpieczeĔstwa Ruchu Drogowego

PRĉDKOĝû – PRZYGOTOWANIE SKUTECZNEJ KAMPANII SPOàECZNEJ

4

1

PROBLEM

Schemat dziaáania

EWALUACJA

PRZYCZYNA

PARTNERZY INTERESARIUSZE

CEL

STATYSTYKA, BADANIA

NARZĉDZIA KANAàY KOMUNIKACJI

ALOKACJA BUDĩETU

KREACJA - UNDP

ARGUMENTACJA

GRUPA DOCELOWA

2

kampanie spoáeczne mogą siĊ skáadaü z róĪnych form komunikacji: DZIAàAē REKLAMOWYCH SáuĪących budowaniu zasiĊgu (dotarcie do jak najwiĊkszej iloĞci ludzi z grupy docelowej) DZIAàAē PR SáuĪących pogáĊbianiu tematu (spotkania, warsztaty, seminaria, publikacje)

kampania spoáeczna to zestaw róĪnych dziaáaĔ zaplanowanych w konkretnym czasie, skierowanych do okreĞlonej grupy docelowej, którego celem jest doprowadzenie do wzrostu wiedzy, zmiany myĞlenia lub zachowania wobec okreĞlonego problemu spoáecznego.

Kampania spoáeczna

5

Kampania „PrĊdkoĞü” – co i do kogo?

Grupa osób maáo doĞwiadczonych Brawura i brak wyobraĨni Gáówni sprawcy media w tym kina typu Multipleks = kampania w duĪych miastach

Grupa 18-25 lat

Ty zdąĪysz zwolniü! MoĪesz jeszcze zwolniü!

1: 2: 3: 4:

3

Zmiana hasáa. W kampanii spoáecznej musimy jasno komunikowaü, co chcemy, aby zrobiá adresat. Call to action! Dopasowanie caáej kreacji opartej na zaáoĪeniu, Īe jeszcze przed chwilą ktoĞ Īyá, moĪemy jeszcze sáuchaü jego gáosu, ale tam juĪ nikogo nie ma…

1: Grupa kierowców bardziej doĞwiadczonych i o mocniej wyrobionych nawykach oraz przekonaniach 2: Osoby bardziej zainteresowane zmianami w przepisach 3: Druga najbardziej zagroĪona grupa 6 4: raczej TV niĪ Multipleksy

Grupa 30-45 lat

SzybkoĞü jest ĞmiercionoĞna. Zwolnij! KtoĞ zdąĪyá na spotkanie, Ola nie zdąĪyáa odsáuchaü wiadomoĞci. Zwolnij!

3.

1. 2.

Harmonogram dziaáaĔ (konkretne daty, ĞwiĊta)

Jakimi narzĊdziami bĊdziemy siĊ posáugiwaü, aby osiągnąü ten cel – narzĊdzia i kanaáy komunikacji.

Adresat – grupa docelowa, do kogo siĊ zawracamy?

Opis celu kampanii.

Zdefiniowanie powodów i przyczyn danego problemu spoáecznego.

Dobre zdefiniowanie problemu.

Tworzenie kampanii nie powinno zaczynaü siĊ od kreacji, od wymyĞlania pomysáu na hasáo, plakat czy film. Reklama jest jedynie czubkiem góry lodowej i zwieĔczeniem caáej strategii komunikacji, dlatego wáaĞnie naleĪy i przygotowaü siĊ do podejmowanych dziaáaĔ!

Przygotowanie do kampanii

Solution

5 444

61 182

5 712

64 661

Deaths

Injuries

* It is 4 times higher than in leading European countries

2005

2004

Recent statistics:

with legal regulations and effective enforcement

COMBINED

Education and other awareness activities

dangerous behavior of road users ¾excessive speed ¾alcohol ¾non-use of protective devices

Contributory factors:

¾ 820 000 accidents ¾ 100 000 individuals killed ¾ 1 million injured

Last 15 years (1991 – 2004):

ROAD SAFETY IN POLAND – KEY FACTS

7

Action

among others:

„LAST BASH” BASH” - first campaign promoting seat belt use

Series of campaigns „TURN ON YOUR THINKING” THINKING”

9to raise social conscience on effective enforcement and unavoidability of penalties

9 to promote education by using media campaigns

objectives, strategy and benchmarks in line with the EU Directives

National Road Safety Program for Poland (2005 – 2013)

leader and coordinator of road safety activities at the national level

National Road Safety Council

ROAD SAFETY ACTIONS IN POLAND

Road and Bridge Research Institute

Kamila KoliĔ KoliĔska

first Polish jump into professional safety campaigns

„THE LAST BASH” BASH”

Objectives Target Group Message Media Creative concept Materials Accompanying actions

CAMPAIGN EFFECTIVENESS

a. b. c. d. e. f. g.

CAMPAIGN ORGANISATION & DEVELOPMENT

SITUATION ANALYSIS - REPORT FROM THE RESEARCH

ROAD SAFETY IN POLAND & SEAT BELT USE

¾600 people yearly (10%) could be saved if 90% of car users were regularly using seat belt

¾Recent studies estimate the effectiveness of seat belts about 50%

belts are a proven countermeasure for reducing the injury and mortality associated with traffic accidents

¾ Seat

PROBLEM TO BE ADDRESSED – why seat belts belts?

4.

3.

2.

1.

CONTENT OF THE PRESENTATION

41 27

Men

62

Women

Men

WHY DO RESPONDENTS NOT USE SEAT BEALTS?

not comfortable illusory control lack of habit (forgetfulness)

WHY DO RESPONDENTS USE SEAT BEALTS?

seat belts help to save life in accident

to avoid punishment

it is a habit

ATTITUDES & BEHAVIOR

43

47

83

91

85

86

Elderly %

ATTITUDES & BEHAVIOR

24

31

69

86

74

82

Adult %

Signalco, 15th measurement series - June-July 2005

Back seat

80

68

Men Women

75

Women

Youth %

SITUATION ANALYSIS - RESEARCH RESULTS

54% of passengers does not use seat belt on back seats

28% of drivers and passengers does not use seat belt on front seats

72% of drivers use seat belt regularly

Front seat

Driver

Position in Sex the car

SEAT BELTS USE BY GENDER, AGE AND SEATING POSITION

PROBLEM TO BE ADDRESSED – seat belt use in Poland


Results

505 700 drivers & 252 500 passengers

15 measurement series

periodical data collection on seat belt use in Poland

Report for 2002-2005

“Analysis Analysis of Selected Aspects of Road Users’ Users’ Behavior” Behavior

PROBLEM TO BE ADDRESSED – seat belt use in Poland

Percentage %

o

42

63 61 57

66 60

48

64

71 63

69

60

73 73 68 57

75 67

57

74

70

76

66

76

83 80 79 67

87

67

79 81

87 79

66

81

l e d ns er ry ity uo ro ut de iv tio ke d nt ro ec in dr di le oc co th m ng in on m uc re of c in lo b f ce o k e lt n r s u d i e a i r c id ra rs ffi nf af di he co ot ve ha

51

60

71 72

Seat belt use - depending on situation. Percentage of the answer "I use always in this situation".

55

72

SEAT BEALTS USE – SITUATION BASED

d te ar ee ou ec sp tr av w or le lo sh n tf e

0

10

20

30

40

50

60

70

80

90

face-to face questionnaire interview (CAPI)

METHOD

• 1000 interviews – representative, drivers over 18 years old • 200 interviews –over representation, young drivers 18-24 years old • 800 interviews – representative, non-drivers over 15 years old

SAMPLE

- problem description in terms of numbers

- verify data from qualitative study

Non Drivers 18-24

Non Drivers 15+

Drivers 18-24

Drivers 18+


- 9 focus group interviews (10 people each) - 10 individual interviews with policemen

- not representative - respondents did not use seat belt regularly

· drivers · passengers · professional drivers · policemen

- 4 groups of road users were explored

100

QUANTITATIVE STUDY find problems specific for seat belt use outline recommendations for campaign

RESEARCH OBJECTIVES

- what respondents think of seat belts - attitudes - do they and when use seat belts – behaviors - which arguments for seat belts are effective

QUALITATIVE STUDY


Percentage %

l na tio na

s ad ro

m

ys wa or ot

84

Drivers 18-24

Drivers 18+

0

10

20

30

40

50

60

70

80

63

t ea ts on r F

73

81 69

ck Ba

23

at se

34

37

19

Non Drivers 18-24

Non Drivers 15+

Drivers 18-24

Drivers 18+

0

10

20

30

40

50

60

70

37

50 50

Women Men

63

18-24 yrs

43

57

55

45

25-29 30-39 yrs yrs

50 50

43

40-49 yrs

57

53

50-59 yrs

47

33

60+

67

User Non-user

SOFT SPOT metaphoric

•doesn’t frighten • they rather relax

9not appreciated 9not convincing 9not showing the actual danger 9to much relying on audience’s speculation 9would not work because:

* Psychological test STAI (State-Trait Anxiety Inventory) Charles Spielberger - To estimate emotional effect of the spot * Positions where “anxiety” is understood as a temporary, situation-based emotional state was taken into account – to find out which spot was provoking more emotional involvement

58 from 81 respondents showed an increase in anxiety rate (but never as high as in hard spots)

STAI RESULTS 81 from 86 respondents showed an increase in anxiety rate

9more convincing 9adequate to road safety issues 9showing reality of the accident 9going straight to the point 9involving imagination

HARD SPOT shocking, dynamic

RESPONDENTS OPINIONS ON CREATIVE CONCEPT

ea ar

66

86

Seat belt use - as a passenger. Percentage of the answer "I use always in this situation".

• • • •

46

66

Forgetfulness

51

59

Forgetting to use seat belt. Percentage of the answer "Yes".

Drivers 18+ Drivers 18-24 Non Drivers 15+ Non Drivers 18-24

• • • •

crash of two cars individual on the wheel-chair driver or passenger being killed bash through a front window

Visual elements:

accident’s effects should be showed spots should be shocking individual dramas are more convincing than statistics audio-visual effects should be related to accident

IDEAS CONSISTENT WITH OPINIONS ON EXISTING SPOTS

CREATIVE CONCEPT - RESPONDENTS IDEAS


0

10

20

30

40

50

60

70

SEAT BEALTS USE - FORGETFULNESS

SEAT BEALTS USE – SEATING POSITION


p -u ilt bu

62

82

90



SEAT BEALTS USE BY GENDER & AGE

ca lo

ds oa lr

69

73

86

Seat belt use - depending on situation. Percentage of the answer "I use alway s in this situation".

Percentage %


0

10

20

30

40

50

60

70

80

90

100

SEAT BEALTS USE – ROAD TYPE BASED


Percentage %

Percentage %

No need to focus on reasons for or seat belt effectiveness Focus on back seats passengers and minority of non-users

Seat belts are accepted, perceived as effective

– „careless” people - who are aware of the risk but they prefer illusory comfort than safety

– „forgetful” people who forget fastening their belt (as new drivers or new car owners and passengers, who don’t have an habit yet)

– they don’t use seat belt regularly, but they admit it is important and necessary to buckle up

young people aged 18-24, who study or work

Campaign addressed to

– Lowest percentage of seat belt use

– Highest accidents rate

Young people – the most in danger:

–

Promotion of using seat belt on the back seats

THE LAST BASH – TARGET GROUP

Seat belts are avoided on back seats

Urban environment to be used in scenarios and images

Police controls should concentrate on built-up areas /cities

Campaign should promote reminding of seat belt use to other car users

Lack of habit to use seat belt and forgetfulness

Situations when misused - well defined

Fact of not having total control on situation should be stressed

Illusory sense of control

Disliked only for practical reasons

SUGGESTION

RESEARCH STATEMENT

SITUATION ANALYSIS - RESEARCH SUGGESTIONS

•

•

•

•

In accident, an unfastened back seat passenger can kill the person in the front seat

Back seat passengers are in the same danger as those on the front

Accident can happen everywhere – also in the city and even at low speed

Accidents are unpredictable and unavoidable, no one can entirely control the situation

Yourself or someone close to you may be involved in an accident at any time and everywhere. You should buckle up! Always!

THE LAST BASH – MESSAGE

• Coordinated by National Road Safety Council

• Is going to be recalled

• First of a series of long term awareness campaigns „Turn on thinking”

• Ended on 31st of October 2005

• Started on 14th of September 2005

THE LAST BASH – GENERAL INFO

•

•

billboards - 400 buses – 119 in 8 cities LCD on gas stations – 240 with 3 650 000 emissions posters in pubs & clubs – 1137 posters in 495 places (2 547 000 clients) brochures – 103 000 by car windows

INTERNET - special web page www.pasybezpieczenstwa.pl 291 990 visitors (till 4 January 2006)

CINEMAS – 73 in 13 cities – 1 039 499

– – – – –

OUTDOOR

RADIO – 306 emissions in 3 radio stations – 1 400 000

• •

TV – 2595 EMISSIONS IN 12 TV STATIONS – 10 000 000 spectators Total emission time 11 h 50 min 9 sec

THE LAST BASH – MEDIA

>> The campaign was to contribute to create a new social norm of using seatbelt

– Produce / develop an habit of fastening seatbelt on the back seats

– Fight / combat illusory ideas on seatbelt

– Convince drivers and passengers that road accidents may happen to everyone, they are completely unpredictable and non using seat belt may cost their life

Obtain an increase in seat belt use :

•

•

THE LAST BASH – CAMPAIGN OBJECTIVES

9crash tests records

9media adds to play and download •

Taxi drivers – brochures distribution, reminding passengers to buckle up

Catholic Church – campaign posters in 10 000 churches

•

9information about the use of seatbelt

NGO – 7 organisations participated in preparing materials, including financial support

•

9speed calculator

Police – frequent inspections on seatbelt use

•

ASSOCIATED ACTIONS

THE LAST BASH – INTERNET SITE www.pasybezpieczenstwa.pl

9crash simulator

THE LAST BASH – VIDEO

THE LAST BASH – CREATIVE CONCTEPT VISUALISATION

POSTERS

BUSES

Analysis of accident statistics

Observation study

Target group survey

THE LAST BASH – CAMPAIGN EFFECTIVENESS

BILLBOARDS

BROCHURES

THE LAST BASH – MATERIALS

of

te

n

le

0

10

20

30

40

50

60

70

80

90

r ca

te ou tr or sh

70

w lo

64

&

89% non-drivers

d ee sp

71

m re

69

in

d de

68

in

77

th

ec

ity

ej

er

re sa

ed

uo

dit on tc

78 77

ul fic dif

cl bu

77 77

e ok

oth

l op pe

77 76

io

k ris

ns

nt co of

81 82

ng lo

84

No important behavior change

l ro

86

ute ro

83 82

of

te n

0

10

20

30

40

50

60

70

80

le a

c ve

ar

30

sh

40

or

o tr

ute

40

l ow

47

sp

ee

d

40

re m

48

in d

ed

60

in

66

o th

ity

er s

c th e

47

wo

57

ul

d

o th

53

ar e

gh

er s

l au

47

bu

d if

c

fic

o

ul

u led

56

tc

67

on

d

o iti

ris

ns

56

ko

73

fc

t on

ro

l

58

l on

76

o gr

ha

co

69

ve

u te

53

n

e fi d

nc

e

44

55

Non-drivers 18-24 after campaign

Non-drivers 18-24 before campaign

use seat belts more frequently

• 29% front seat passengers

• 26 % front seat passengers

Non-drivers declarations on seat belt use before & after campaign

Drivers 18-24 after campaign

Drivers 18-24 before campaign

• 29 % drivers Results

January 2006

November 2005

September 2005

76%

79%

75%

74% 76%

July 2005

Driver

May 2005

Measurement series

78%

84%

79%

74%

71%

Front Seat Passenger

48%

50%

46%

38%

39%

Back Seat Passenger

“Analysis Analysis of Selected Aspects of Road Users’ Users’ Behavior” Behavior

66%

69%

66%

63%

62%

Young Drivers

OBSERVATION STUDY - BEHAVIOR

98% drivers

93% of the target group

• Prompted campaign awareness (recognition)


Use your seat belt ALWAYS

e av

65 64

80% non-drivers

TARGET GROUP SURVEY – ATTITUDES & BEHAVIOR

Drivers declarations on seat belt use before & after campaign

100

&

* 47% among population 18 + (representative sample)

91% drivers

85% of the target group


* additional survey for comparisons – national, representative population of adults

face-to face questionnaire interview (CAPI)

METHOD

Target group: • 250 interviews – drivers 18-24 years old, 8 major cities • 250 interviews – non-drivers 18-24 years old, 8 major cities

SAMPLE

estimate campaign awareness estimate attitudes and behavior change

• Spontaneous campaign awareness (recall)

TARGET GROUP SURVEY – CAMPAIGN AWARENESS

RESEARCH OBJECTIVES


TARGET GROUP SURVEY

Reinforcement of existing opinions and behaviors

Percentage %


P ercentage %

15 12 6 Outdoor

9 6 TV

67

19

66

Radio

10 2

18

69

not included

remembered

interested

persuaded

Respondents engagement in campaign message in different media.

5026

4600 October

2004

Year

652

565

2004

567

538

2005

People killed

10% less fatalities

4386

4573

2005

Accidents

September

Month

ACCIDENT RATES

6214

5838

2004

5444

5731

2005

People injured


2 FROM 3 NONNON-USERS CONVINCED TO USE SEAT BELTS

ALL MEDIA WERE PERSUASIVE AT THE SAME LEVEL

10% 0%

30% 20%

50% 40%

70% 60%

90% 80%

100%

TARGET GROUP SURVEY – MEDIA PERSUASIVE POWER


Different design and music

Different religious, political approaches

Different law – not the same BAC law in all EU

Different subjects perception – BAC, speed >< fatigue

Cultural dimensions

Seat belts use among target group still not regular (NOT ALWAYS)

In some road situations increase of seat belt use was declared

Influenced reinforcement of existing behaviors

Widely noticed and accepted within the target group

THE LAST BASH

CONCLUSIONS


2

During 1978-83, the Dutch cultural anthropologist Geert Hofstede conducted detailed interviews with hundreds of IBM employees in 53 countries. Standard statistical analysis of fairly large data sets patterns of similarities and differences among the replies were determined. He formulated his theory that world cultures vary along consistent, fundamental dimensions. Since his subjects were constrained to one multinational corporation's world-wide employees, and thus to one company culture, he ascribed their differences to the effects of their national cultures. (One weakness is that he maintained that each country has just one dominant culture.)

Hofstede's Dimensions of Culture

THANK YOU!

3

In the 1990s, Hofstede published a more accessible version of his research publication in Cultures and Organizations: Software of the Mind [Hofstede]. His focus was not on defining culture as refinement of the mind (or "highly civilized" attitudes and behavior) but rather on highlighting essential patterns of thinking, feeling, and acting that are wellestablished by late childhood. These cultural differences manifest themselves in a culture's choices of symbols, heroes/heroines, rituals, and values.


ROAD SAFETY CAMPAIGNS

- THE POLISH

CULTURAL DIMENTIONS

4

1

The overwhelming majority of respondents were in favour of the more graphic, powerful, frightening spots. Nearly all of the respondents believed that this type of message was more convincing and adequate to road safety issues. Some doubts surfaced whether such spots were not too brutal to be shown on television without any limitation. The major concern was whether children could watch such images.

Findings - Shocking spots

• Power-distance • Collectivism vs. individualism • Femininity vs. masculinity • Uncertainty avoidance • Long- vs. short-term orientation

Hofstede identified five dimensions and rated 53 countries on indices for each dimension, normalized to values (usually) of 0 to 100. His five dimensions of culture are the following:


8

5

The question is whether a high anxiety level will make the audience wear seat belts? That question may be answered by reference to the verbal statements : they described the frightening spot as the one which would persuade them to use seat belts, change their habits and behaviour as drivers or passengers.

STAI test analysis

Four advertising spots: two shocking spots and two metaphorical spots We alternated the sequence of showing the shocking spot and the mild spot in each group: Hard spot 1 (the Spanish spot); Hard spot 2 (the British spot); Soft spot 1 (the bowling spot); Soft spot 2 (the watermelon spot).

Advertising spots

9

6

The overwhelming majority of respondents did not like soft advertising spots because: It is unconvincing; Do not reflect the true hazard, are not related to danger on the road, cars. You have to think real hard to understand the hidden message. It does not frighten, but amuses, relaxes. Did not relate the hazard to themselves.

Metaphorical spots

The test enables us to capture emotional changes caused by advertising spot presentations.

The STAI test differentiates between the temporary state anxiety in a specific situation and the trait anxiety which is a relatively constant personality trait.

The STAI (State- Trait Anxiety Inventory) test

10

7

People remember safety campaigns that linked specific actions with publicity campaigns People had a preference for anxiety provoking safety messages Quality of life, family and community values as positive motives in safety campaigns.

Conclusions and implications regarding Visibility of road safety campaigns

The anxiety increase was far less pronounced than in the case of the shocking spots. The anxiety of pedestrians increased after viewing the watermelon spot; There was practically no change in the anxiety score after viewing the bowling spot.

STAI test analysis

14

11

People accept the norm of wearing a seat belt, They understand the reasons, They believe in their usefulness. The image of belt users is positive Those not using belts find it inconvenient They minimise the risk of their driving environments, They exaggerate the potential risk of using belts

Conclusions and implications regarding safety belts

15

12

generate media interest in road safety issues

get across specific messages to target audiences

encourage broader support from private sector partners

complement police and local authority activities

ensure that there is a high profile for road safety as a matter for general concern

Road safety publicity aims to:

They overestimate their driving competence Campaigns need to focus on rear seats, Campaigns should address mundane urban environment Family and friends have positive influence as models and reminders Concern for others is a strong incentive for belt use Police enforcement has great potential for increasing use rate Newer cars and improved design will raise use rate

Conclusions and implications regarding safety belts

16

13

It is easier to use alternative way of transportation such as taxi, special bus, or designated driver;

Nobody can predict and avoid a crash;

Crashes take place not only on highways but also in towns at low speeds;

Your nearest or yourself may be involved in a crash any time and everywhere. Never drink and drive.

Message „You and sober driver”

Youngsters are the most at risk - they show the highest fatality ratio

Target group

National publicity using a mix of emotion and facts that raise the profile of road safety. We utilise a range of media channels - TV, radio, press, posters, ambient etc. - to provide a national platform to stimulate complementary regional and local authority activity and to encourage private sector companies to cascade messages to their employees and customers. A range of free publicity material is made available to local authorities and others to promote consistency of messages at national and local level. Each campaign is based on the topic research and is careful evaluated.

Basic approach

20

17

Next step would be local program

The „You and sober driver” campaign run in July 2006 in: few TV stations All Cinema City movie theaters internet outdoor formats: billboards, posters in pubs & discos, LCD on fuel stations and in taxis

On the Air

- they ignore the consumption of alcohol the amount of it; „I feel good so I can drive”; „I eat a lot so it doesn’t matter”

- they have an illusion to master the traffic situation and believe to be in control of the risk; „I’ll drive slowly and carefully”; „I’ve done it many times and nothing ever happened to me!”

Two main reasons:

Why people drink and drive? – research results, April 2006

21

18

LUTY

MARZEC

KWIECIEē

MAJ

CZERWIEC

LIPIEC

SIERPIEē

WRZESIEē

POħDZIERNI K

LISTOPAD

Part of Long Term Awareness Activities

STYCZEē

GRUDZIEē

A special umbrella „Turn on Thinking” was designed for use in all road safety campaigns

„Last Bash” was the first campaign of a series of national awareness activities in the field of road safety under a common headline „You and sober driver” is the second one of the series

The campaign does not use the logo either of the Ministry of Transport or the National Road Safety Council

NIECHRONIENI UĩYTKOWNICY DRÓG

PRĉDKOĝû

ALKOHOL

PASY BEZPIECZEēSTWA

PROBLEM

Road Safety advertising has become a key priority for next years. In the past, advertising was spread and not focused on specific themes such as drink drive and seatbelts. In recent years we have communicated well prepared messages. In September 2005, we launched a new campaign under one banner – TURN ON THINKING! - to unite our various road safety messages.

Next road safety campaigns

22

19

leaflets and fresheners

Taxi companies - 1 000 taxi drivers distributed campaign

Catholic Church - 10 000 parishes across Poland put up campaign’s posters, Sunday mass on life protection and responsibility.

participated

of producing materials on their own and actively

NGO’s support - 7 organizations covered the expenses

Partners in „Last bash” campaign

Creative Concept

26

23

0

10

20

30

40

66% eager to fasten seatbelts

prompted campaign awarness

spontaneous campaign awarness

50

60

70

80

90

85

93

100

TNS OBOP

85% spontaneous campaign awareness among target group (91% drivers and 80% non-drivers) 93% prompted campaign awareness among target group (98% drivers and 89% non-drivers)

Campaign „Last bash”evaluation

Posters in toilets of pubs, clubs and restaurants

27

24

broadcasting.

very strong impact on the behaviour of road users one month after the

• During the campaign (Sep.-Oct. 2005) in road crashes was 118 less fatalities than in the same period of time in 2004. Drop by 10%, while Sep.-Oct. are the most dangerous and causing most deaths months on Polish roads for years! 210 people less died if we take into account the fact that campaign have had still

• The strongest impact was achieved in the target group by position in the car (back seat occupants) – the use of seatbelts raised by 32%

• The campaign made a difference in the target group by age (young people): 10% increase in seatbelt use

Summary Results of „Last bash” campaign

LCD screens on gas stations

28

25


3.5 - IBSR – Belgium

Belgisch Instituut voor de Verkeersveiligheid

Affiches Radiospots ’s avonds en ’s nachts Een website met een spel Een klein pakket: een kussen, een deurhanger, een folder en een CD met relaxatiemuziek.

9. Slachtofferbejegening

x x x x

De campagne loopt via vooraf getest materiaal:

Deze campagne is een verlengde van CAST, start begin november en richt zicht tot jongeren. Het wil een oplossing aanbrengen voor de vermoeidheid achter het stuur. Om opnieuw voldoende wakker te zijn, stelt de campagne een 15 minuten durende slaappauze voor tijdens of vóór het traject.

8. PITSTOP

De campagnekalender van het BIVV is klaar en wordt eind deze week goedgekeurd op een hoger niveau. Het BIVV stelt voor om het hele jaar door weekendcontroles te houden gekoppeld aan BIVV-campagnes (radiospots, affiches, …). Oost-Vlaanderen houdt alvast twee controles per weekend, maar de resultaten ervan worden niet meer gepubliceerd. Limburg verwijst naar de SLIM-acties, in Antwerpen zijn er de VODCA-controles. In Luik, Waals-Brabant en Namen zijn er geen specifieke weekendcontroles.

7. Campagnekalender

De Bobcampagne zal de aandacht er deze keer op vestigen hoe je een Bob kan bedanken. Daartoe zal een ludiek bedankboekje worden uitgedeeld. Op basis van het aantal negatieve ademtesten tijdens de campagne van 2007, worden er door het BIVV 160.000 exemplaren van deze boekjes beschikbaar gesteld. Er zal nog een gemeenschappelijke omzendbrief naar de zones worden gestuurd.

6. Bobcampagne

Op de eindconferentie van het CAST-project zullen de onderzoeksresultaten, aanbevelingen en richtlijnen toegelicht worden en hoe je die als campagnemaker of onderzoeker in de praktijk kan omzetten. Je bent dan ook van harte welkom op maandag 26 januari en dinsdag 27 januari in Brussel (Thon Hotel). Deelname aan deze conferentie is gratis en inschrijven kan tot 19 november.

Ondanks de vaak zware campagne-investeringen, weten campagnemakers achteraf doorgaans niet of die investeringen succesvol zijn gebleken. Zonder zorgvuldig uitgevoerde evaluatiestudies en een degelijke rapportering is het zeer moeilijk om de efficiëntie van een communicatiecampagne aan te tonen. Toch gelooft CAST dat toekomstige campagnes heel wat kunnen leren uit vorig onderzoek.

efficiënte verkeersveiligheidscampagne, en anderzijds een krachtig instrument voor het uitvoeren van een effectiviteitsstudie. Op deze manier draagt CAST zowel Europees, nationaal als lokaal bij tot een veiliger verkeer.

Het rapport ‘Evolutie van de verkeersveiligheid in België: 2000-2006’ is beschikbaar op de website http://bivvweb.ipower.be/observ/observatorium_nl.htm.

De dienst van de gouverneur: o Organiseert de verkeersveilige nacht op 5 december 2008 en de verkeersveilige dag op 27 februari 2009. o Realiseert een werkgroep ‘schoolroutekaart’ in samenwerking met de gemeente Wetteren. o Is betrokken bij de werkgroep grensoverschrijdend drugstoerisme, in het kader van het provinciaal veiligheidsoverleg. De procureur-generaal heeft trouwens de speekseltest aanbevolen. De mobiliteitscel voorziet: o Een dodehoekkoffer o Een fiets- en een zichtbaarheidskoffer o ‘Suske en Wiske’-borden

De politie houdt regelmatig de SLIM-acties (alcohol) De politiezones zullen meer controleren op alcohol, snelheid en drugs. De provincie voorziet een fietskoffer en een technische fietsuitrusting.

Er lopen vormingsacties in hogescholen in samenwerking met de politie, waarbij de gouverneur logistieke ondersteuning voorziet (laptops e.d.). Er loopt een werkgroep rond snelheid, alcohol en drugs. Op initiatief van de procureur-generaal van Bergen kregen de politiezones een vragenlijst doorgestuurd in verband met deze thema’s. Alle gegevens zijn verwerkt en worden op het provinciaal veiligheidsoverleg van 4 december 2008 voorgesteld. Doel is om de noden en middelen van de politiezones te achterhalen om te handhaven op snelheid, alcohol en drugs.

Er loopt een campagne rond hoffelijkheid in het verkeer: het afstand houden, het rijgedrag op rotondes en de problematiek van de oversteekplaatsen voor voetgangers worden aangepakt. Dat gebeurt via een radiospot, een wedstrijd, een folder en stages om hoffelijk te leren rijden.

x x

De provincie verleent steun aan nieuwe initiatieven. Er zijn heel wat rijvaardigheidsstages in de provincie.

Waals-Brabant:

x

Provincie Luik:

x

x

Provincie Henegouwen:

x x x

Provincie Limburg:

x

x

Oost-Vlaanderen:

10. Rondetafelgesprek: nieuwe initiatieven van de provincies

Het BIVV heeft een Franstalig pakket ontwikkeld voor slachtofferbejegening. Dit pakket bevat zowel materiaal voor de slachtoffers (/nabestaanden) zelf als voor de politie: fiches om te bejegenen, een informatiefolder, een knuffelbeertje, ... Dit pakket bestaat ook in het Nederlands.

De inbreuken worden ter plaatse geobserveerd, en dat enkel voor bestuurders en passagiers voorin. In 2008 zien we een positieve evolutie: de gordeldracht bedraagt ongeveer 80%. De doelstelling van de Staten-Generaal is daarentegen nog niet bereikt, dus is er nog werk voor de boeg. Verder is het verschil tussen de gordeldracht bij de bestuurder en de gordeldracht bij de passagier voorin weggewerkt. De gordeldracht blijkt ook te verschillen naargelang het

In 2007 organiseerde het Netwerk Verkeer tweemaandelijks een vormingsdag voor de verkeerscoördinatoren. Dit werd echter onhoudbaar, zodat het BIVV vanaf 2009 nog twee vormingen per jaar zal voorzien. Het handboek ‘Politie en verkeer. Wegwijs in handhavingscommunicatie.’ is afgerond en bezorgd aan de politiezones en diensten die het handboek hebben aangekocht. Het Netwerk plant een volgend handboek over risicoanalyse. Dit handboek zou de politiediensten een hand moeten aanreiken bij de interpretatie van verkeersongevallen en bij de vertaling daarvan naar controles en actieplannen.

In samenwerking met de ISBL de conduite moedigt de provincie het economisch en ecologisch rijden aan. Er is een educatiepiste beschikbaar.

Er zijn preventiecampagnes in het vijfde en zesde leerjaar, maar ook in het vijfde en zesde middelbaar. Op initiatief van de gouverneur is er een spot ontwikkeld. Die spot werd opnieuw geactualiseerd. In de provinciale scholen ging er een tekenwedstrijd door naar studenten toe.

De volgende vergadering zal doorgaan op 16 juni 2009, om 10u op het BIVV.

11. Diversen

x

x

x

Namen:

x

x

Campaigns and Awareness-raising Strategies in Traffic Safety (CAST) is een onderzoeksproject ondersteund door de Europese Commissie. Om de verkeersveiligheid te verhogen, ontwikkelde dit project twee handige en toepasbare instrumenten: enerzijds een handboek met duidelijke richtlijnen voor het ontwerp, de realisatie en de evaluatie van een

5. CAST (zie folder)

x

Het artikel van het tijdschrift Via Secura over de resultaten van de gedragsmeting ‘Het rijden onder invloed van alcohol 2007’ wordt bijgevoegd aan dit verslag.

x

x

Gordeldracht (zie presentatie)

Om alle tijdstippen te meten, voerde het BIVV de snelheidsmetingen uit gedurende een volledige week per plaats. In totaal werden 150 plaatsen willekeurig gekozen, maar werd achteraf een verificatie doorgevoerd zodat elke plaats aan de vereiste criteria voldeed. De radar mat het vlot verkeer (minimum vijf seconden tussen twee voertuigen) en grofweg het voertuigtype. Het BIVV voerde de analyse zowel door naar de gemiddelde snelheid als naar de V85. Het gedrag van de bestuurders die tot de V85-groep behoren blijkt niet noemenswaardig veranderd in vergelijking met de bestuurders uit de groep ‘gemiddelde snelheid’. Het stedelijke karakter maakt dat bestuurders minder snel rijden in Brussel. Tenslotte toont de analyse een prangend probleem aan: in de zones 30 bedraagt de gemiddelde snelheid 49,3 km/u, en de V85 zelfs 59,1 km/u.

Snelheid (zie presentatie)

Op vraag van de provincie Vlaams-Brabant heeft het BIVV er gordelmetingen gehouden: een pretest, een sensibilisatiecampagne in winkels, garages, parkings, enzovoort, een handhavingsluik en vervolgens een posttest. Daaruit blijkt de gordeldracht in Vlaams-Brabant gestegen te zijn tussen 2006 en 2008. Waar de provincie voordien achterop lag, heeft het Vlaanderen ondertussen bijgebeend. Een andere vaststelling is dat vrouwen de gordel meer droegen dan mannen, maar dat de gordeldracht bij mannen in de provincie enorm gestegen is ten opzichte van de situatie in heel België. Dit is dankzij extra inspanningen het geval voor zones 30 en 50 km/u-regimes. Voor snelheidsregimes van 70 km/u is wel een daling van de gordeldracht vastgesteld.

snelheidsregime. Bij lagere snelheidsregimes en kortere afstanden wordt de gordel minder gedragen. Nochtans redt de gordel vooral levens bij lagere snelheden. Daarnaast is er vooral qua zones 30 een verschil per gewest: In Wallonië klikt men zich minder vast (58%). Als we de gordeldracht in België in een Europees perspectief plaatsen, dan stellen we vast dat ons land wel vooruitgang boekt, maar nog steeds een slechte leerling blijft.

4. Netwerk Verkeer

Alcohol (zie artikel Via Secura)

b. Gedragsmetingen

Op 17 juni werd het Observatorium voor de Verkeersveiligheid gelanceerd in aanwezigheid van de Staatsecretaris voor Mobiliteit. Door het ontwikkelen van verkeersveiligheidsindicatoren, het verzamelen en analyseren van kwantitatieve gegevens wil het BIVV via dit Observatorium de het beleid objectiveren, monitoren en bijsturing aanbevelen. Daartoe voorziet het BIVV een partnership met de federale en lokale politiediensten, de FOD Economie, de FOD Justitie, verzekeringsmaatschappijen enzovoort. Het Observatorium publiceert niet alleen statistiekenrapporten met gedrags- en attitudemetingen, maar ontwikkelt ook nieuwe analysemethoden en tracht de oorzaken van verkeersongevallen in kaart te brengen. Ze communiceert haar resultaten en bevindingen via de Federale Commissie voor de Verkeersveiligheid aan het Interministerieel Comité en verder aan beleidsverantwoordelijken op het lokale tot het internationale niveau.

2. Het Observatorium voor de Verkeersveiligheid (zie presentatie)

De heer Decorte stelt dat het interessant kan zijn om deze cijfers per wegtype te bekijken. De heer Casteels verduidelijkt dat er enkel een onderscheid wordt gemaakt tussen autosnelwegen en andere wegtypes.

Het dodental per provincie naargelang de bevolkingsdichtheid geeft een genuanceerder beeld. Buiten Henegouwen is het aantal verkeersdoden volgens de bevolkingsdichtheid gedaald. De heer Wagelmans vraagt of deze curve naast de doelstelling van de Staten-Generaal voor de Verkeersveiligheid kan worden geplaatst, als verdeelsleutel naar het beleid. Het BIVV vermoed dat dit mogelijk is aangezien de doelstelling van de Staten-Generaal ook is omgezet per miljard afgelegde voertuigkilometers, en bekijkt dit intern.

Het aantal ongevallen ’s nachts verschilt sterk naargelang de provincie. Vooral in het Brussels Hoofdstedelijk Gewest blijkt een hoog percentage doden 30 dagen voetganger te zijn. Het dodental bij fietsers ligt dan weer hoger in de Vlaamse provincies. Dat is niet verwonderlijk aangezien er ook meer wordt gefietst dan in Wallonië. Wat de vrachtwagens betreft, scoort Antwerpen hoog qua dodental, terwijl Brussel juist een laag aantal vertoont.

Per provincie wordt het mogelijk om na te gaan welke parameters de cijfers beïnvloeden. Zo gebeuren de meeste verkeersongevallen op rechte wegen (geen kruispunten) en bij de helft van de verkeersongevallen is er geen ander voertuig betrokken. Snelheid, alcohol, vermoeidheid en de weginfrastructuur vormen dus belangrijke oorzaken voor deze ongevallen.

Deze cijfers geven slechts een onderschatting van het probleem weer, omdat niet alle ongevallen worden doorgegeven aan de politie. België boekt vooruitgang, maar heeft tegelijk nog een hele weg af te leggen: we gaan voorlopig enkel de nieuwe EUlidstaten vooraf. Daarnaast bleek de doelstelling in 2006 nog niet gehaald. Verder vinden er door het stedelijk karakter in Brussel minder ernstige ongevallen voor.

a. Letselongevallenanalyse per provincie (zie presentatie)

3. Onderzoeksresultaten

De aanwezigen keuren het verslag van het vorige provinciaal overleg goed.

1. Het verslag van de vorige vergadering wordt goedgekeurd.

Verontschuldigd

Mevrouw Adriaensen, handhavingsmedewerker Gedrag en Beleid (BIVV) De heer Akkermans, onderzoeker Gedrag en Beleid (BIVV) De heer Casteels, onderzoeker Gedrag en Beleid (BIVV) De heer Decorte, verbindingsambtenaar provinciebestuur Waals-Brabant De heer Decraemer, WPR (vertegenwoordigt de heer Deblaere) De heer De Neve, campagnemedewerker Communicatie (BIVV) De heer De Pauw, onderzoeker Gedrag en Beleid (BIVV) Mevrouw De Smet, attaché provinciebestuur Oost-Vlaanderen Mevrouw Gillard, attaché provinciebestuur Luik (vertegenwoordigt de gouverneur) De heer Merckx, medewerker Gedrag en Beleid (BIVV) Mevrouw Quenon, attaché provinciebestuur Namen De heer Riguelle, onderzoeker Gedrag en Beleid (BIVV) De heer Van Hecke, attaché provincie Limburg De heer Vaillant, verbindingsambtenaar provinciebestuur Henegouwen De heer Wagelmans, Vaste Commissie van de Lokale Politie

Aanwezig

VERSLAG PROVINCIAAL OVERLEG 28 oktober 2008

Telefoon 02/244 15 11 - Telefax 02/216 43 42

Haachtsesteenweg 1405 - B-1130 Brussel

vzw

ISEC - Portugal

¾ Final conference – Brussels – 26-27 January 2009

DTU - Denmark

BfU - Switzerland

UTh - Greece

INRETS - France

RfSF - Denmark

VTI - Sweden

ULFF - Slovenia

PRP - Portugal

IBDiM - Poland

TØI - Norway

Min. of Transport - the Netherlands CDV - Czech republic

¾ End: 31 January 2009

IBSR/BIVV- Belgium

SWOV - the Netherlands

SIPSiVi - Italy IMOB - Belgium

FACTUM - Austria

Partners

BASt - Germany

Coordinator

19 partners coming from 15 countries

Consortium

¾ Start: 1 February 2006

¾ Road safety campaigns are recognised as a way of influencing knowledge, attitudes and beliefs of road users; thereby have an impact on the behaviour, But: how to conduct effective campaigns???

¾ CAST: Campaigns and Awareness-raising Strategies in Traffic safety

CAST?

Project funded by the European Commission, Directorate-General Energy & Transport, under the 6th RTD Framework Programme

CAST

Interviews with practitioners Advertising agencies Researchers Literature review Own experiences

ÎSix steps to design, implement and evaluate a campaign

Î Step-by-step guide based on

CAST instrument: manual

– no information about the supportive activities – media production costs and evaluation costs are hardly known Î no cost-benefit and/or cost-effectiveness analyses – measurement variables are often not consistent with the pre-set objectives

Most road safety campaigns: no profound situational analysis of the problem and target group not based on a theoretical model no pre-test of the message, campaign materials… not clearly defined campaign objectives no evaluation (reports) or just one after measurement evaluation reports – not complete

Current situation road safety campaigns

VI- WRITE A FINAL REPORT

V- EVALUATION AND DRAW CONCLUSIONS

IV- IMPLEMENTATION OF THE BEFORE EVALUATION AND IMPLEMENTATION OF THE CAMPAIGN

III- DESIGN THE CAMPAIGN AND THE EVALUATION

II- SITUATION ANALYSIS

I - GETTING STARTED

Six steps

¾ Enhancing road safety by means of effective road safety campaigns

¾ Developing a powerful and innovative tool for conducting a proper effectiveness evaluation

¾ Providing a manual with clear guidelines for the design, implementation and evaluation of successful campaigns

Main aims of CAST

road user model proposals for variables to be measured (meta-analysis) background on road safety and communication campaigns a typology of road safety campaigns and their evaluation comparing research designs

Identification of the problem

Î Define general campaign aim

STEP 1 Getting started

Six steps of the campaign process

Application evaluation tool on real campaigns Conducting 2 road safety campaigns with the aid of the manual Organising 2 workshops for discussion of the project’s interim results

¾ Assessment of these instruments

¾ Instruments for campaign practitioners Manual Evaluation tool Reporting tool

¾ Theoretical reports

3 types of CAST results

Specific target audience – segmenting Details about the elaboration of the message Road safety communication features

Human behaviour and how to influence it Theoretical models to change unsafe behaviour Different campaign types (integrated or not) + marketing strategy factors Key elements of successful road safety campaigns

ÎTheoretical background

CAST Report: Background on road safety and communication campaigns

Communication with road users - interests and needs of the target group! Overview of persuasion techniques/models

How can we influence such behaviour?

General models to predict or explain behaviour Synthesis Æ eclectic road user model

What influences the behaviour we want to change?

Descriptions of possible campaign themes In case behaviours regulated by law Î integrated campaigns

Which kinds of road user behaviour should campaigns target?

R o ad en v

V eh ic les

’T h e b est feelin g ’

Ac t/T arg et feelin g

F u n c tio n al b a la nc e

Production agency

Researchers

Coordination and supervision

Initiator

Production of campaign materials

Evaluation design, data processing and interpreting evaluation results

Literature reviews, complementary research needed for the campaign

Campaign design and strategy

Advertising agency

Media hire

O rien tin g re flex

U n co n scio u s

E m o tio n s

K n o w le d g e s to ra ge

A c co u n t o f feelin g s

C o n scio u s

F eelin g s

S o m atic M arkin g

Campaign team Media buying agency

O th er ro ad u s ers

The M onito r

Launching the campaign, generate free publicity

Public Relations agency

O ther facto rs

Interaction patterns

M otives

P erso n ality traits

Eclectic model (Vaa, 2007)

Sensory storage

CAST Report: Road user model and persuasion techniques

Deep motivation

Identification of the problem Campaign partners and stakeholders Campaign budget (EVALUATION!!) Campaign team

In-depth study of the problem (target audience) and possible solutions Existing sources and/or additional research

Î Conversion general aim into specific objectives

STEP 2 Situational analysis


Î Define general campaign aim

STEP 1 Getting started


Which are the main predictors and main motivations underlying the problem behaviour (and if possible safe behaviour)?

Analysing the problem behaviour in depth

Explaining the motivations underlying the behaviour

Benefit from experience of past initiatives

Defining the target audience

Research on theoretical models

Past campaigns and other actions

Marketing studies on the target audience

Integrated campaign or not, scope, develop message (approach), choose media,, … PRE-TEST!!

Process evaluation Outcome evaluation Economic evaluation

Î Evaluation methodology

Î Campaign strategy

STEP 3 Design campaign and evaluation


What are the target audience’s characteristics? How can the target audience be reached and influenced? Which stage of behaviour is it at?

How to use elements from other successful road safety campaigns as a basis for your campaign? How were the campaigns evaluated?

Which behaviour is at the origin of road accidents or constitutes a problem? Is the behaviour intentional or nonintentional?

Qualitative and quantitative studies (databases, statistics, observations and surveys)

Questions it permit to answer

Aim

Sources of information

Different sources of information

Ready to use questions, specific examples Can you isolate the effect of integrated campaigns? Several CAST recommendations in stead of one best practice

Descriptive but also inferential statistics

How to analyse the campaign success?

Before and after measurement Regional-local campaigns: control/comparison group

How to measure?

Always measure campaign exposure Campaign objectives + behavioural (concepts model!)

What to measure?

Why evaluation? Minimum standards

Scope, objectives, target group, supportive activities, apriori knowledge, (budget)

Outcome evaluation Definition of determinative characteristics of RSC

CAST instrument: Evaluation Tool

No standardisation of campaign evaluations

Limitations

221 studies 433 individual campaign effects

CAST database

New knowledge about the weaknesses of the method since GADGET Îimprovement of robustness of results

CAST meta-analysis

Estimating: ¾ the overall effect of RSC ¾ factors that are associated with these effects

CAST report: meta-analysis

Focus on information for practitioners Chapter on how to analyse data?

Assess reliability and validity Selection of campaigns Different themes, target groups, scopes, activities, media plans, evaluation designs Use of theoretical model: Theory Planned Behaviour Key elements: beliefs, intentions, perception of risks, norms, past behaviour Results:

Assessment CAST instrument: evaluation tool

Accident model – short, personally delivered, enforced campaigns with feedback / on-road messages

Metaregression

not beneficial to increasing seatbelt use, but addressing detection risk may decrease accident levels

Beneficial to focus on target group Emotional and rational appeal advantage; explicit use of shock or humour no advantage Addressing risk of harm

Subgroup analyses

Î Campaigns do work (quite well) but what make them work?

Overall effect for all campaign themes Beneficial outcomes associated with on-road delivery, personal influence/communication, enforcement (further research!)

Results

CAST report: meta-analysis

the campaign process the evaluation methodology Results: success or not?

¾ Guidelines for fieldworkers and researchers for reporting the campaign and its effects in a standardised way ¾ A template (boxes to fill out) to write down

CAST instrument: Reporting tool

ÎProcess evaluation

Press conferences, press releases, media event…

ÎLaunching campaign

External agencies, book media space

ÎBefore period evaluation ÎProducing campaign materials

STEP 4 Implementation phase


Fatigue

¾ Campaign theme?

Belgium and Greece

¾ Where?

Design and implement a road safety campaign as a practical test of the manual

¾ What?

Assessment manual – real campaign

Which elements did (not) work How can future campaigns improved?

ÎCollect cost-effectiveness information ÎDraw clear conclusions

Compare data before and after the campaign Use statistics to measure the effectiveness!

ÎDuring and/or after period evaluation ÎData analysis

STEP 5 Complete evaluation and draw conclusions


radio spots (youngsters' stations, weekend nights), 4 weeks small posters in IBSR network (youth clubs,...)˫ small posters in cafés/restaurants (tbc)˫ online campaign: website with information + viral marketing elements information leaflet field actions: sleep-ins + volunteer network

Campaign elements

18-25 year old car drivers + all drivers

Target audience

If you feel tired, take a nap!

Central message

CAST campaign in Belgium

Standardised structure Report content and structure

ÎReporting tool

improvement future campaigns, research, dissemination,, …

ÎWhy?

STEP 6 Writing a final report


Availability of (local) data regarding the problem behaviour (fatigue statistics?) Time and budget estimation (new theme) Difficulties in confirming the presence of the involved partners and stakeholders during the campaign process

Results assessment manual


CAST future?

Posters and leaflets TV spot Radio spot˫ Web broadcasting gadgets

CAST instruments + CAST reports ¾ Designing and implementing road safety campaigns in EU (and non-EU) countries following the CAST guidelines ¾ Executing evaluation of campaigns following the CAST standards + advices for improvement future campaigns ¾ Dissemination: all CAST partners should instruct and advise practitioners in and outside the field of road safety (government departments, companies,…) example: ACEM

Campaign elements

Professional drivers: taxi drivers, truck drivers, bus drivers

Target audience

Driving tired is deadly dangerous (fear arousal)

Central message

CAST campaign in Greece

www.cast-eu.org

more information about CAST


DTU - Denmark

BfU - Switzerland

ISEC - Portugal

UTh - Greece

BASt - Germany

RfSF - Denmark

VTI - Sweden

ULFF - Slovenia

PRP - Portugal

IBDiM - Poland

TØI - Norway

CDV - Czech republic

INRETS - France

Min. of Transport - the Netherlands

IMOB - Belgium

SIPSiVi - Italy


FACTUM - Austria

Partners


Landelijke studiedag 12 februari 2009 Leiden

Ankatrien Boulanger, CAST coördinator Werner De Dobbeleer, CAST handboek/ campagne

gedragscampagnes: CAST project

Efficiënte en integrale aanpak van

Meeste campagnes: nationaal niveau, campagneperiode maximum 1 maand, deel van een meerjaren strategie algemene thema’s zoals snelheid, gordel en rijden onder invloed frequent gebruikte mediakanalen (vaak gecombineerd): televisie, radio spot, billboards, folders, gratis pers en internet stijl boodschap wordt beschreven als informatief, emotioneel en confronterend geïntegreerde campagnes (handhaving) …

Huidige situatie verkeersveiligheidcampagnes

¾ Eindconferentie – Brussel – 26-27 januari 2009

¾ Einde: 31 januari 2009

¾ Start: 1 februari 2006

¾ Nood aan duidelijke richtlijnen

¾ Hoe effectiviteit meten?

¾ Hoe effectieve campagnes ontwerpen en uitvoeren?

¾ Verkeersveiligheidcampagnes zijn erkend als een middel om kennis, attitude, en overtuigingen van de weggebruiker te beïnvloeden; en daarmee ook het gedrag te veranderen, MAAR:


CAST?

IBSR/BIVV- België

– voorbeelden van ontbrekende informatie: steekproef methode, representativiteit, selecte of aselecte steekproef, responsgraad…

Meeste campagnes: geen evaluatie(rapporten) of enkel nameting meestal geen controlegroep geen (niet voldoende) evaluatiebudget evaluatierapporten– niet compleet

Huidige situatie evaluatie van campagnes

Coördinator

19 partners uit 15 verschillende landen

Consortium

¾ Ontwerpen en uitvoeren van verkeersveiligheidcampagnes in Europa (en verder) volgens de CAST richtlijnen ¾ Evaluatiestudies volgens de CAST standaarden + aanbevelingen voor toekomstige campagnes ¾ Adviesrol CAST partners– kennis verspreiden voorbeeld: ACEM, UIC

Toekomst CAST?

Meeste campagnes: geen diepgaande analyse van het probleem en de doelgroep doelgroep werd niet bevraagd op voorhand geen theoretische basis geen voorafgaande test van de boodschap/slogan, campagnematerialen… geen duidelijke gedefinieerde doelstellingen geen grondige evaluatie (analyse) geen volledig campagne (en evaluatie) rapport

Zwakke elementen van huidige campagnes

Doelgerichte acties die informeren, overtuigen, en gedragsveranderingen aanmoedigen met het oog op het verbeteren van de verkeersveiligheid, bij een omschreven maar ruim publiek, gedurende een bepaalde periode, door middel van georganiseerde communicatieactiviteiten waarbij mediakanalen vaak gecombineerd worden met persoonlijke communicatie of andere ondersteunende activiteiten zoals handhaving, educatie, wetgeving, engagement, beloningen, enz.

Definitie campagnes

¾ Verbeteren van de verkeersveiligheid door middel van effectieve verkeersveiligheidcampagnes

¾ Ontwikkelen van een krachtig en innovatief instrument om de effectiviteit van campagnes te meten op een aangepaste en dus efficiënte manier

¾ Aanbieden van een handboek met duidelijke richtlijnen voor het ontwerpen, uitvoeren en evalueren van succesvolle verkeersveiligheidcampagnes

Belangrijkste doelstellingen CAST project

geen gestandaardiseerde en/of volledige evaluatierapporten

¾ Beperking

gewogen gemiddelde van de effecten

¾ CAST meta-analyse

221 studies 433 individuele campagne-effecten (ongevallen of gedrag)

¾ CAST database (basis GADGET – INFOEFFEKT)

CAST rapport: effecten van verkeersveiligheidcampagnes - meta-analyse

¾ Uittesten van deze instrumenten Toepassing evaluatie-instrument op bestaande campagnes Ontwerpen van 2 verkeersveiligheidcampagnes op basis van de richtlijnen uit het handboek

¾ Instrumenten voor de praktijk Handboek Evaluatie-instrument Rapporteringinstrument

¾ Theoretische rapporten Weggebruikermodel Campagne-effecten en doorslaggevende factoren (metaanalyse) Theoretische achtergrondkennis communicatiecampagnes Indelingen verschillende types campagnes en hun evaluatiemethodologie Vergelijken onderzoeksdesigns

3 types CAST resultaten

Beschrijving van mogelijke campagnethema’s Wanneer gedrag kan gereguleerd worden door een wet Î geïntegreerde campagnes

Op welk gedrag van een weggebruiker kan een campagne zich richten?

CAST rapport: weggebruikermodel en overtuigingstechnieken

¾ Welke factoren spelen hier een rol?

¾ Hoe goed werken ze?

VRAGEN ¾ Werken verkeersveiligheidcampagnes?


Duidelijke doelgroep Persoonlijke beïnvloeding Emotionele en rationele aanpak Focus op maatschappelijk normen, pakkans…

Road infrastructure and road environment Legal framework, licensing and enforcement Vehicle

Speed choice driver (violation)

Road user

Poor anticipation unexpected Events (slip)

Other road users

Distraction (laps)

Errors Violations

Unsafe Unsafe acts acts

Campaigns addressing behaviour changes

Korte, persoonlijke campagnes (intimiteit, vertrouwen) Communicatie op/langs de weg zelf (directheid) Handhaving met feedback Risicoperceptie <-> humor, angst? Initieel gedrag?

Reason’s Suisse cheese model

¾ Multivariate (meta-regressie) analyses In theorie succesvolle campagnes indien:

¾ Bivariate (subgroep) analyses: Aanwijzingen dat een campagne effectiever is indien:

Welke factoren spelen hier een rol?


Theoretische gedragsmodellen voorspellen en verklaren het gedrag synthese Æ eclectisch model

Wat beïnvloedt het gedrag dat we willen veranderen?




Gepercipieerde Gepercipieerde gedragsgedragscontrole controle

Gepercipieerde Gepercipieerde sociale socialedruk drukof of subjectieve subjectieve normen normen

Gedrag Gedrag

Theorie van gepland gedrag

Intentie Intentie

Transtheoretisch Model of Change

Voorbeeld theorie fasen van gedragsverandering

Controle Controle overtuigingen overtuigingen

Normatieve Normatieve overtuigingen overtuigingen

GedragsGedragsovertuigingen overtuigingen

Gunstige Gunstigeof of ongunstige ongunstige houding houdingten ten opzichte opzichtevan van het hetgedrag gedrag





U n co n scio u s

E m o tio n s



C o n scio u s

F eelin g s


O ther facto rs


M otives


Society/ Society/Structures Structures (sociology) (sociology)

Communication Communication between betweenroad roadusers users (social (socialpsychology) psychology)

Individual Individual (psychology) (psychology)

Infrastructure Infrastructure (technology, (technology, psychology, psychology,sociology) sociology)

Mode, Mode,“vehicle” “vehicle” (technology, (technology, psychology, psychology,sociology) sociology)

Communicatie met weggebruikers - diamant

R o ad en v

V eh ic les


The M onito r

Eclectisch model (Vaa, 2007)

Sensory storage

Voorbeeld theorie om gedrag te voorspellen

Deep motivation

• Gedetailleerde handleiding om campagnes te ontwikkelen, uit te voeren en te evalueren • Gebaseerd op bestaand onderzoek en bevindingen uit CAST-project • Voor campagnemakers en iedereen die bij campagnes betrokken is

CAST handboek

Communicatie met de weggebruikers – interesses en noden van de doelgroep! Overzicht overtuigingstechnieken

Hoe beïnvloeden we dit gedrag?






•

Verkeersgedrag en gedragsverandering Campagnes en marketingfactoren Kenmerken van succesvolle campagnes Doelgroepkeuze en segmentering Campagneboodschappen Communicatiemiddelen Evaluatie

–

– –

•

•

•

• •

Face-to-face, 615 autobestuurders, België Risicoperceptie: vermoeidheid = 4e belangrijkste ongevalsfactor (na snelheid, alcohol, drugs) Zelfgerapporteerd gedrag: 1/3 rijdt slaperig (min. 1x/jaar) - vooral mannen, 18-34 jarigen, beroepschauffeurs, hogere sociale klassen Populaire remedies: frisse lucht, muziek, korte pauze, koffie 1/3 kent geen enkele remedie

België: geen registratie vermoeidheid bij ongevallen Internationaal: groeiend besef, vermoeidheid speelt rol in 10-20% van alle ongevallen Meer informatie nodig Æ enquête

Aanbeveling: campagne baseren op statistieken en onderzoek

Stap 1: Aan de slag

• Aanbevelingen

– Stappenplan voor ontwikkelen, uitvoeren en evalueren van campagnes – Campagnecyclus = 6 stappen

• Praktijk

– – – – – – –

• Theorie & achtergrond

CAST handboek – inhoud

• 15 minuten slapen (“powernap”)

– Maatregel voor bestuurders

• 17 h wakker = 0,5 promille alcohol

– Vermoeidheid verhoogt ongevalsrisico

• >50% privébestuurders rijdt min. 1x/jaar vermoeid • Jongeren en beroepschauffeurs lopen verhoogd risico

– Vermoeidheid komt frequent voor

• Half-automatisch mentaal proces • Compensatiestrategieën zijn onvoldoende om risico uit te schakelen

– Vermoeidheid beïnvloedt rijgedrag

• Literatuuronderzoek (ERSO, SWOV,…)

Stap 2: Situatie-analyse

1.Aan de slag 2.Situatie-analyse 3.Campagne & evaluatie ontwerpen 4.Vóórmeting & campagne uitvoeren 5.Evaluatie vervolledigen & conclusies formuleren 6.Eindrapportage

Campagnecyclus = 6 stappen

Stappenplan

• Onvoldoende kennis van risico’s • Onderschatting van overgang tussen vermoeidheid en slaap > risicoperceptie • Geen persoonlijke ervaring met gevolgen > risicoperceptie • Tekenen van vermoeidheid negeren > risicobereidheid • Druk om bestemming te bereiken > motivering • Geen pakkans of strafkans

– Bestuurders weten wanneer ze slaperig worden, toch blijft de meerderheid rijden – Factoren die dit gedrag verklaren:

• Literatuuronderzoek - gedragsmodellen (UTh)


– UTh (Griekenland) – BIVV (België)

• Partners

– België en Griekenland

• Waar?

– Ontwikkeling en uitvoering van verkeersveiligheidscampagne – Volgens CAST-aanbevelingen – Praktijktest van handboek – Thema: slaperigheid

• Wat?

CAST – campagnes

• Gepercipieerde efficiëntie van oplossing verbeteren door informatie over correcte remedie • Gepercipieerde “kosten” van oplossing verminderen door sociale drempel weg te nemen

– Haalbaarheid oplossing vergroten

• Overtuigingen ivm persoonlijke kwetsbaarheid beïnvloeden

– Inschatting van dreiging beïnvloeden

• Strategieën

Stap 3: Campagne-ontwerp

• Verhoogd risico omwille van leefstijl (ERSO) • Gevoeliger voor negatieve effecten van vermoeidheid (ERSO + UK Dept for Transport)

– Autobestuurders, 18-25 jaar, hoofdzakelijk mannen

• Aanbeveling: specifieke doelgroep afbakenen


Effectiviteit andere oplossingen verminderen Belang “zo snel mogelijk thuis raken” verminderen Belang van mening vrienden en verwanten verminderen Persoonlijke risico-inschatting verhogen

• “powernap” verhogen

– Zelfgerapporteerd gedrag

• Intenties “powernap” verhogen • Intenties andere remedies verminderen

– Gedragsintenties

• • • •

– Overtuigingen

• Kennis effectieve oplossing (“powernap”) verhogen

– Kennis

• Aanbeveling: specifieke doelstellingen formuleren


– Algemene risico-inschatting goed – Persoonlijk risico soms lager ingeschat – Kennis toegepast voor lange trajecten, niet voor korte ritten of gekende reisweg – Meeste problemen in vroege ochtend, na nachtje uit – Belangrijkste motivatie: zo spoedig mogelijk naar huis om te slapen (emotioneel + sociaal beïnvloed) – Sociale drempel Æ wegnemen om gewenst gedrag te vergemakkelijken

(kwalitatieve pilot, 20 autobestuurders 18-25 jaar)

• Onderzoek: gedragspredictoren voor doelgroep


“even dutten is de beste remedie tegen slaperigheid achter het stuur”

– Centrale boodschap:

• Aanbeveling: eenduidige, geloofwaardige en duidelijke boodschap formuleren


motivatie voor veilig gedrag is functie van inschatting van dreiging & oplossing voor dreiging

– Protection Motivation Theory (PMT)

• Aanbeveling: campagnestrategie baseren op gedragsbeïnvloedingstheorie


Stap 3: Evaluatie-ontwerp

radiospots (jongerenzenders, weekendnachten), 3 weken online campagne: website met informatie + online game gadget: PITSTOP pakket posters via BIVV netwerk (jeugdhuizen,...) informatiefolder PITSTOP deurhangers Acties op terrein: “sleep-ins” + uitdelen PITSTOP-pakketten

– Totale populatie (autobestuurders, 18+): 1.203 – Bestuurders 18-25: 598 – 49% mannen (N=589), 51% vrouwen (N=614)

• Steekproef

– voor/nameting (online enquête, quasi-experimenteel design met vergelijkingsgroep)

• Methode

– – – – – – –

• Campagne-elementen

– PITSTOP Æ “even pitten” + “energie bijtanken”

• Creatief concept

– medio november – medio december 2008

• Timing


– 33 % herinnert zich minstens 1 element (18-25, N=598) – radiospot: 60% - website: 14% - pitstop pakket: 12%

• Herinnering (recall)

1750 radiospots 20.000 folders 15.000 posters 15.000 deurhangers 10.000 Pitstop pakketten Website: ca. 25.000 unieke bezoekers – ca. 5.500 Pitstop pakketten verdeeld – 14 acties op het terrein – ca. 4.500 Pitstop pakketten verdeeld

– – – – – –

• Blootstelling (exposure)

Stap 5: Resultaten en conclusies


• • • •

Zeer duidelijk: 83% Geloofwaardig: 82% Informatief: 78% Realistisch: 69%

• Campagneboodschap (N=340)

• Origineel: 65% • In het oog springend: 63% • Aantrekkelijk: 61%

• Campagnebeeld (N=340)

• Appreciatie


• Kennis (> response efficiency) • Overtuigingen (> response efficiency, response costs, severity, vulnerability) • Gedragsintenties (> protection motivation) • Zelfverklaard gedrag

– Effectevaluatie (outcome evaluation)

• Objectieve blootstelling (aantal verspreide berichten) • Subjectieve blootstelling (aantal ontvangen berichten binnen doelgroep)

– Procesevaluatie

• Kwalitatieve pretest van campagnemateriaal

– Formatieve evaluatie

• Aanbeveling: rigoureus evalueren


13%

5%

Met passagiers praten

Radio

Koffie

5%

11%

12%

18%

24%

NA

30%

NA

NA

72%

50%

58%

55%

24%

32%

27%

21%

36%

Korte pauze

Pitstop

Raam openen / radio aan / praten met passagiers

24%

Niet van toepassing wegens niet vermoeid

Neen

Ja

51%

39%

10%

VOOR

53%

37%

10%

NA

(18-25, N=598) Ik heb de afgelopen maand een pitstop genomen…

(18-25, N=598) Volgende keer als ik me moe voel…

VOOR

• Zelfgerapporteerd gedrag

NA

68%

47%

59%

56%

VOOR


Veilige parkeerplaats zou me kunnen overtuigen pitstop te nemen

Ik neem een pitstop zelfs als vrienden/familie dat afkeuren

Vrienden/familie verwachten dat ik pitstop neem

Thuis raken is belangrijkst

• Gedragsintenties


24%

15%

Raampje openen

21%

Korte pauze

VOOR

Andere remedies (18-25, N=598)

• Overtuigingen

22%

VOOR

24%

27%

27%

73%

70%

32%

NA

VOOR

– Overtuigingen ivm persoonlijke motivatie en sociale drempel – Gedragsintenties ivm pitstop – Zelfgerapporteerd gedrag ivm pitstop – Belangrijkste drempel: onveiligheidsgevoel op parkings

• Niet gewijzigd

– Overtuigingen over effectiviteit andere remedies – Gevoel van persoonlijke onkwetsbaarheid – Gedragsintenties ivm andere remedies

• Gedeeltelijke afname

– Kennis over effectieve remedie

• Hoge herinneringsscore (vooral radio) • Hoge appreciatiescores • Toename


Ik rij beter dan anderen, zelfs als ik moe ben

Ik loop minder risico dan anderen

Vermoeidheid verhoogt ongevalsrisico

(18-25, N=598)

(18-25, N=598)

Pitstop

• Overtuigingen / Risico-inschatting

• Overtuigingen


Beste remedie = pitstop (18-25, N=598)


• Kennis


Pauze

Discussie met ochtendsprekers en de zaal, o.l.v. de dagvoorzitter

Lunch

12.35 uur

13.00 uur

12.05 uur Regionale aanpak verkeersveiligheid/ regionale vertaling strategienota - Integrale aanpak: hoe dan? - Bepalen van een gezamenlijke strategie; waar zetten we op in? - Organisatie van samenwerking cq afstemming tussen verschillende overheden en partijen Sipke van der Meulen, secretaris ROF

11.35 uur Ontwikkelingen op het gebied van handhaving, normnaleving en verkeersveiligheid - Nieuwe ideeën op basis van de visie politieverkeerstaak - Hoe zijn deze ideeën concreet te vertalen Ron Berkhout, docent/onderzoeker Politieacademie

11.05 uur

10.35 uur Efficiënte en integrale aanpak van gedragscampagnes Binnen het Europese CAST-project zijn "best practice" richtlijnen opgesteld om toekomstige verkeersveiligheidcampagnes op een meer efficiënte manier te kunnen voorbereiden, uitvoeren en evalueren. Daarbij wordt ook de noodzaak benadrukt om campagnes te combineren met andere maatregelen. Concrete resultaten en aanbevelingen. Ankatrien Boulanger, CAST-projectcoördinator en Werner de Dobbeleer, verantwoordelijke CAST campagnes, beiden werkzaam bij het Belgisch Instituut voor de VerkeersVeiligheid (BIVV)

10.10 uur Strategisch Plan Verkeersveiligheid 2008 - 2020 - Toelichting op actuele ontwikkelingen vanuit de landelijke overheid; van strategisch plan naar actieplan Uitgenodigd: Christian Zuidema, hoofd afdeling verkeersveiligheid Ministerie Verkeer en Waterstaat

10.00 uur Opening door de voorzitter Pieter van Bekkum, zelfstandig adviseur en voormalig hogeschooldocent Verkeerskunde NHTV Breda

PROGRAMMA 9.30 uur Ontvangst en registratie

Organisatie: Leids Congres Bureau i.s.m. Verkeerskunde Donderdag 12 februari 2009 Locatie: Holiday Inn Leiden

Integrale Aanpak van Verkeersveiligheid

Landelijke studiedag

• Focussen op persoonlijke motivatie / sociale drempels • Focussen op veilige plaatsen voor pitstop

– Lessen voor toekomstige campagnes

• Aanbeveling: resultaten en conclusies bekendmaken

Stap 6: Eindrapportage

16.00 uur

Borrel

15.00 uur Thema D. Shared Space als filosofie bij verkeersveiligheidsbeleid - Wat is Shared Space en wat is het niet? - Op welke manier draagt Shared Space bij aan de verkeersveiligheid? - Ervaringen en resultaten - Shared Space in de toekomst Rob Duvergé, Provincie Fryslân, voormalig projectmanager Europees Shared Space project

14.00 uur Thema C. Emoties in het verkeer; de mens rijdt zoals hij leeft Waarom gedragen mensen zich onverantwoord in het verkeer? Waarom valt het effect van verkeersmaatregelen soms tegen en hoe kunt u ongevalstatistieken gebruiken om de verkeersveiligheid te vergroten? Na het bijwonen van deze workshop heeft u meer inzicht in de psyche van de automobilist (en overige weggebruikers), kunt u effectiever gebruik maken van statistieken bij uw verkeersveiligheidsbeleid en wordt u succesvoller in het beïnvloeden van het verkeersgedrag. Adriaan Heino, verkeerspsycholoog en senior adviseur RisicoBeheer Centraal Beheer Achmea

SESSIE II: Emoties en subjectieve veiligheid

15.00 uur Thema B. Integrale en effectieve aanpak rondom scholen - Combineren van communicatie, infrastructuur, handhaving en educatie. - Afstemming van maatregelen op de wensen en behoeften van kinderen, ouders en scholen. - Toepassing van zelfreflectie en techniek als nieuwe ontwikkelingen Erik Donkers, algemeen directeur VIA

14.00 uur Thema A. Verkeersveiligheid en ouderen Het aantal oudere verkeersdeelnemers neemt toe. Hoe ervaren zij verkeersveiligheid? Hoe kunnen wegbeheerders, samen met bijvoorbeeld ouderenbonden, inspelen op deze doelgroep? Heeft de BROEM-cursus eigenlijk wel zin? In de Gemeente Heuvelrug is meer dan 50% van de populatie 50+. Hoe spelen zij in op deze doelgroep met verkeersveiligheidsmaatregelen? Ragnhild Davidse, onderzoeker SWOV Edwin Thoen, adviseur verkeer Gemeente Utrechtse Heuvelrug

SESSIE I: Doelgroepgerichte maatregelen

14.00 uur Middagprogramma Deelnemers kiezen voor sessie I of sessie II. Elke sessie bestaat uit twee bijdragen van een uur, waarin een thema wordt besproken en ruime gelegenheid is voor discussie.

– campagne baseren op statistieken en onderzoek – specifieke doelgroep afbakenen – campagnestrategie baseren op gedragsbeïnvloedingstheorie – specifieke doelstellingen formuleren – eenduidige, geloofwaardige en duidelijke boodschap formuleren – rigoureus evalueren – resultaten en conclusies bekendmaken

• Aanbevelingen:

Samenvatting

En transport en commun: Prenez depuis la gare centrale le métro (ligne 1A: Roi Baudouin ou 1B: Erasme) jusqu’à l’arrêt De Brouckère. Vous continuez ensuite à pied sur le boulevard Emile Jacqmain pendant environ cinq minutes. La rue du Pont Neuf se trouve à votre gauche. En voiture: La rue du pont Neuf est accessible via le boulevard Emile Jacqmain par le boulevard Léopold II, le boulevard du Botanique ou le boulevard Anspach. Le stationnement est possible au parking de Brouckère (sur la place de Brouckère), au parking 58 (rue de l’évêque) ou au parking Alhambra (boulevard Emile Jacqmain 14).

De Brouckère.

Possibilités d’accès: L’auditoire Fortis, rue du Pont Neuf, est facilement accessible en transports en commun et se situe près de la place

Les inscriptions se clôtureront le 10 février 2009. Votre réservation vous sera confirmée. N.B.: Pour les magistrats, la prise en charge par le service formation du SPF Justice a déjà été sollicitée. Pour obtenir davantage d’informations, n’hésitez pas à contacter Madame Natalie Stuyck: [email protected] ou 02 244 15 06.

Les frais de participation s’élèvent à € 75 et doivent être payés après réception de la facture. En cas d’impossibilité d’assister à la journée d’étude, il est demandé de nous en avertir avant le 14 février 2009, à défaut de quoi nous exigerons, sauf cas de force majeure, le paiement.

Lieu: Auditoire Fortis, Rue du Pont Neuf 17, 1000 Bruxelles Interprétation simultanée: français/néerlandais. Inscription: Inscription électronique via http://bivvweb.ipower.be/behaviour_conference_190108/inscription.aspx.

19 février 2009

COMMENT GARDER LA SÉCURITÉ ROUTIÈRE SOUS CONTRÔLE?

JOURNÉE D’ÉTUDE SUR LA POLITIQUE CRIMINELLE

ISBR

www.cast-eu.org

[email protected] +32 2 244 15 82 [email protected] +32 2 244 15 41

Hartelijk dank!

Le 19 février 2009, l’IBSR organise une journée d’étude intitulée ‘Comment garder la sécurité routière sous contrôle?’. Lors de ce colloque, nous souhaitons porter un regard sur l’avenir et donner la parole aux responsables politiques, à la police et aux experts afin de débattre ensemble du thème de la politique criminelle en matière de circulation.

11:50:

11:30:

11:10:

10:15: 10:20: 10:50:

9:50:

9:35:

9:20:

Accueil Discours de bienvenue Introduction – Monsieur E. Schouppe, Secrétaire d’Etat à la Mobilité La politique criminelle sur base de données chiffrées en Belgique: une nécessité? – Madame M. Scheers, IBSR Les attitudes et perceptions quant au risque objectif et subjectif d’être pris – Monsieur P. Silverans, IBSR Les facteurs de succès de la politiq politique de sécurité routière en France – Bureau de la Sécurité Routière de la Gendarmerie Nationale de France Questions / Réponses Pause La gestion et l’évaluation des plans d’actions en matière de circulation – Monsieur F. Koekelberg, Commissaire Générale de la Police Fédérale La sécurité routière comme septième fonctionnalité de base: l’effet attendu pour la sécurité routière? – Monsieur D. Van Nuffel, Président de la Commission Permanente de la Police Locale Les défis de la politique de sécurité routière au niveau judiciaire – Monsieur F. Jodts, Conseiller du Ministre de la Justice Les poursuites transfrontalières: état de la question – Monsieur J-P. Gailly, Directeur Général Mobilité et Sécurité Routière du Service Public Fédéral Mobilité et Transports

15:20: 16.00:

14:30:

14:15:

13:45:

12:05: 12:15: 13:15: 13:30:

Questions / Réponses Lunch CAST – Madame A. Boulanger, IBSR Présentation des initiatives de TISPOL – European Traffic Police Network Le traitement administratif des infractions – Madame D. Brognez, IBSR & Monsieur F. Vlaminck, Police Fédérale Le traitement administratif des infractions aux Pays-Bas – Monsieur P. Enkelaar, ‘Nederlandse Politieacademie’ Perspectives d’avenir de la politique criminelle en matière de circulation – Débat sous la houlette de Monsieur W. De Dobbeleer, IBSR Avec: Monsieur P. Derweduwen, Président de la Commission Fédérale pour la Sécurité Routière – Monsieur L. De Witte, Président du Vlaams Forum voor Verkeersveiligheid – Monsieur Th. Papart, Juge de Police – Monsieur L. Van Ausloos, Substitut du Procureur Général auprès la Cour d’appel de Mons – Prof. Dr. T. Vander Beke, UGent Institute for International Research on Criminal Policy Questions / Réponses – Monsieur W. De Dobbeleer, IBSR Clôture


BIVV - STUDIEDAG OVER VERKEERSHANDHAVING HOE HOUDEN WE DE VERKEERSVEILIGHEID ONDER CONTROLE? 19 Februari 2009 BRUSSEL

Ankatrien Boulanger, CAST coördinator



Les hommes et responsables politiques sont formels: pour améliorer davantage la sécurité routière, un renforcement des contrôles est indispensable! Mais est-ce bien réaliste? Quelles sont les conditions annexes? Et la population, est-elle du même avis? Quel est l’impact des contrôles routiers? Quelles sont les mesures efficaces et celles qui ne le sont pas? Comment la politique criminelle en matière de circulation a-t-elle évolué ces dernières années ? Quelles sont les perspectives d’avenir? Quels défis devons-nous relever?

19 février 2009

Journée d’étude - Comment garder la sécurité routière sous contrôle?

8:30: 9:00: 9:10:

Programme:







¾ Verkeersveiligheidcampagnes – gedragsverandering MAAR zwakke elementen huidige werkwijze, DUS


CAST?

Met het openbaar vervoer: Neem vanuit Brussel-centraal de metro (lijn 1A: Koning Boudewijn of 1B: Erasmus) tot halte De Brouckère. Vervolgens volgt u via het De Brouckèreplein gedurende vijf minuten de Emile Jacqmainlaan. De Nieuwbrug bevindt zich aan uw linkerkant. Met de wagen: De Nieuwbrug is via de E. Jacqmainlaan zowel bereikbaar langsheen de Leopold II-laan, de Kruidtuinlaan als de Anspachlaan. Parkeermogelijkheden: parking De Brouckère (op het De Brouckèreplein), parking 58 (Bisschopstraat 1) of parking Alhambra (E. Jacqmainlaan 14).

De Brouckèreplein.

Bereikbaarheid: Het Fortis-auditorium in de Nieuwbrugstraat is gemakkelijk te bereiken via het openbaar vervoer en ligt nabij het

U kunt zich inschrijven tot 10 februari 2009. Reservaties worden bevestigd. N.B.: Voor de magistraten werd de tussenkomst van de FOD Justitie al aangevraagd. Voor meer informatie kunt u terecht bij Natalie Stuyck: [email protected] of 02 244 15 06.

De deelname bedraagt € 75 en dient betaald te worden na ontvangst van de factuur. Gelieve ons vóór 14 februari 2009 te verwittigen indien u niet aanwezig kan zijn op de studiedag. Bij gebrek hieraan vorderen we de betaling, tenzij bij overmacht.

Inschrijving: Inschrijven kan elektronisch via http://bivvweb.ipower.be/behaviour_conference_190209/inscription.aspx.

Simultaanvertaling: Nederlands/Frans.

Plaats: Fortis Auditorium, Nieuwbrugstraat 17, 1000 Brussel

19 februari 2009

HOE HOUDEN WE DE VERKEERSVEILIGHEID ONDER CONTROLE?

STUDIEDAG OVER VERKEERSHANDHAVING

BIVV

11:50:

11:30:

11:10:

10:15: 10:20: 10:50:

9:50:

9:35:

Onthaal Verwelkoming Inleiding – De Heer E. Schouppe, Staatssecretaris voor Mobiliteit Datagestuurde handhaving in België: een noodzaak? – Mevrouw M. Scheers, BIVV Attitudes en percepties over de pak- en strafkans – De heer P. Silverans, BIVV De succesfactoren van het Franse handhavingsbeleid – Bureel Verkeersveiligheid van de Franse ‘Gendarmerie Nationale’ Vraag en antwoord Pauze Monitoring en evaluatie van het actieplan van de Federale Politie – De heer F. Koekelberg, Commissaris-generaal van de Federale politie Verkeersveiligheid als zevende basisfunctionaliteit: het verwachte effect voor de verkeersveiligheid? – De heer D. Van Nuffel, Voorzitter van de Vaste Commissie van de Lokale Politie De uitdagingen voor het strafrechtelijk verkeersveilig heidsbeleid – De heer F. Jodts, Adviseur van de Minister van Justitie Grensoverschrijdende vervolging: stand van zaken – De heer J-P. Gailly, Directeur-generaal Mobiliteit en

Consortium

Het BIVV organiseert op 19 februari 2009 een studiedag met als thema “Hoe houden we de verkeersveiligheid onder controle?”. Met deze studiedag willen we een blik werpen op de toekomst en laten we beleidsmakers, politieverantwoordelijken en experts aan het woord om samen met u te debatteren over het thema verkeershandhaving.

9:20:

8:30: 9:00: 9:10:

Programma:

15:20: 16.00:

14:30:

14:15:

13:45:

12:05: 12:15: 13:15: 13:30:

Verkeersveiligheid van de Federale Overheidsdienst Mobiliteit en Vervoer Vraag en antwoord Lunch CAST – Mevrouw A. Boulanger, BIVV Voorstelling van de TISPOL-initiatieven – European Traffic Police Network Administratieve afhandeling van overtredingen – Mevrouw D. Brognez, BIVV & De heer F. Vlaminck, Federale Politie Administratieve afhandeling in Nederland – De heer P. Enkelaar, Nederlandse Politieacademie Toekomstperspectieven van de verkeershandhaving – Panelgesprek onder leiding van De heer W. De Dobbeleer, BIVV Met: De heer P. Derweduwen, Voorzitter Federale Commissie voor de Verkeersveiligheid – De heer L. De Witte, Voorzitter Vlaams Forum voor Verkeersveiligheid – De heer Th. Papart, Politierechter – De heer L. Van Ausloos, Advocaat-generaal bij het Hof van Beroep te Bergen – Prof. Dr. T. Vander Beke, UGent Institute for International Research on Criminal Policy Vraag en antwoord – De heer W. De Dobbeleer, BIVV Afsluiting

Coördinator

IBSR/BIVV- België


Politici en beleidsverantwoordelijken hebben er de mond vol van: meer controles zijn nodig om de verkeersveiligheid verder te verr hogen! Maar is dit wel haalbaar? Welke zijn de randvoorwaarden? En de bevolking, is die dezelfde mening toegedaan? Wat is het effect van de verkeerscontroles? Wat werkt er? En wat niet? Hoe is het verkeershandhavingsbeleid de voorbije jaren geëvolueerd? Wat zijn de toekomstperspectieven? Wat zijn de uitdagingen?

19 februari 2009

Studiedag - Hoe houden we de verkeersveiligheid onder controle?

RfSF - Denmark

VTI - Sweden

ULFF - Slovenia

PRP - Portugal

IBDiM - Poland

Korte, persoonlijke campagnes (intimiteit, vertrouwen) Communicatie op/langs de weg zelf (directheid) Handhaving met feedback Duidelijke doelgroep Focus op maatschappelijke normen, risicoperceptie… Emotionele en rationele aanpak

¾ Werken verkeersveiligheidcampagnes? ¾ Hoe goed werken ze? ¾ Welke factoren spelen hier een rol?

221 studies - 433 individuele effecten gewogen gemiddelde van de effecten minpunt – kwaliteit evaluatierapporten

¾ CAST database

CAST THEORIE: META-ANALYSE

DTU - Denmark

BfU - Switzerland

ISEC - Portugal

UTh - Greece

BASt - Germany

TØI - Norway



INRETS - France


SIPSiVi - Italy

IMOB - Belgium

FACTUM - Austria

Partners

• Voor campagnemakers en iedereen die bij campagnes betrokken is

– Theorie & achtergrond – Praktijk – 6 stappenplan – Aanbevelingen

• Gedetailleerde handleiding om campagnes te ontwikkelen, uit te voeren en te evalueren • Gebaseerd op bestaand onderzoek, praktijkervaring en bevindingen uit CAST project

CAST HANDBOEK


¾ Ontwikkelen van een krachtig en innovatief instrument voor het meten van de effectiviteit van campagnes op een aangepaste en dus efficiënte manier



Op welk gedrag kan een campagne zich richten? Wat beïnvloedt het gedrag dat we willen veranderen? Hoe beïnvloeden we dit gedrag?

¾ campagne baseren op statistieken en onderzoek ¾ specifieke doelgroep afbakenen ¾ campagnestrategie baseren op gedragsmodel

CAST PRAKTIJK: AANBEVELINGEN



¾ Theoretische rapporten Weggebruikermodel Campagne-effecten en doorslaggevende factoren (metaanalyse) Theoretische achtergrondkennis communicatiecampagnes Indelingen verschillende types campagnes en hun evaluatiemethodologie Vergelijking onderzoeksdesigns



R o ad en v

V eh ic les

lapses

Sensory storage

Rule based mistakes Knowledge based mistakes

mistakes

• • •

violations

campaigns

Routine violations (speeding) Exceptional violations Acts of sabbotage

Intended acts





U n co n scio u s

E m o tio n s



C o n scio u s

F eelin g s


The M onito r

O ther facto rs


M otives



• •

Basic error types

slips

Unintended acts

Unsafe Acts

Op welk gedrag kan een campagne zich richten?(Reason, 1990)

Deep motivation

Legal framework, licensing and enforcement Vehicle


Road user


Other road users

Distraction (laps)

Errors Violations




Hoe beïnvloeden we dit gedrag? Voorbeeld theorie gedragsverandering

Road infrastructure and road environment

Reason’s Suisse cheese model




Gedrag Gedrag


Intentie Intentie

¾ campagne baseren op statistieken en onderzoek ¾ specifieke doelgroep afbakenen ¾ campagnestrategie baseren op gedragsbeïnvloedingmodel ¾ specifieke doelstellingen formuleren ¾ eenduidige, geloofwaardige en duidelijke boodschap formuleren ¾ rigoureus evalueren






www.cast-eu.org

[email protected] +32 2 244 15 41

Hartelijk dank!

¾ In praktijk?

Kies een aangepast onderzoeksdesign Vergelijk verschillende fases en verschillende activiteiten van de campagne

¾ In theorie?

Media-activiteiten Ondersteunende activiteiten zoals handhaving, educatie… Ontbrekende informatie in campagnerapport

¾ Meten van het geïsoleerd effect van de verschillende campagneactiviteiten?

Geïntegreerde campagnes: wat is het effect?

18.00 Uhr

16.00 Uhr

14.00 Uhr

TEIL 2:

14.00 Uhr

13.40 Uhr

13.25 Uhr

13.05 Uhr

12.45 Uhr

TEIL 1:

Begrüßung, Eröffnung der Veranstaltung

12.30 Uhr

Ende

UK PT (angefragt)

V 4: Vorstellung erfolgreicher Präventionsmaßnahmen der UVT

LASI (angefragt)

V 3: Stellenwert der neuen Kampagne in der GDA

Martin Rüddel und Elke Rogosky, DGUV

V 2: Entwicklung der Ziele der Kampagne

Prof. Dr. Günter Rothe, DGUV

V 1: „Sicher fahren und transportieren – Zahlen, Daten, Fakten“

„Sicher fahren und transportieren1“ aus Sicht der Unfallversicherung

für Gabelstapler, Krane, Fliehkraftmodell für Gabelstapler; Fahrradsimulator etc.

M 4: Mehrzweckhalle: Mobiler Simulator, Gurtschlitten, Überschlag-Simulator, Kipp-Simulator

Fahrer-Assistenzsysteme, etc.

M 3: Zubehör; Schulungs- und Infomaterialien; Computer Based Trainings; Diagnostik,

lernen kann

M 2: Verkehrssicherheits-Aktionen der UVT, aus denen man für die nächste Kampagne

Marktplatz und Kaffee

Moderation: Dr. Dirk Windemuth, DGUV

DAS THEMA DER KAMPAGNE „SICHER FAHREN UND TRANSPORTIEREN“

M 1: Haut, Trägerkampagnen und Evaluationsergebnisse

Marktplatz und Kaffee

Chris Chilvers, SUVA (angefragt)

Wie wirksam sind Präventions-Kampagnen? Kampagnen der Schweizer Unfallversicherung

Ankatrien Boulanger, Belgian Road Safety Institute

Wie wirksam sind Präventions-Kampagnen? Straßenverkehrskampagnen

Gregor Doepke, DGUV

Was lernen wir aus den beiden zurückliegenden Kampagnen für zukünftige Kampagnen?

Henning Krüger, Fleischerei-BG

Rückblick auf die Präventionskampagne „Haut“ aus der Sicht eines UV-Trägers

Moderation: Fritz Bindzius, DGUV

RÜCKBLICK „PRÄVENTIONKAMPAGNE HAUT“

Vorstandsvorsitzender der DGUV

Buffet im BGAG

12.00 Uhr

Abendessen

für Gabelstapler, Krane, Fliehkraftmodell für Gabelstapler; Fahrradsimulator etc.

08.30 Uhr

TEIL 3:

Leitung: Dr. Michael Geiler, BGN

WS 12: Evaluation der Trägerkampagnen

Leitung: Matthias Wilhelm, BGW

WS 11: Sichere Mobilität von Menschen mit Behinderungen

Leitung: Wolfgang Kurz, UK BW

WS 10: Verkehrssicherheit bei Rettungs- und Einsatzfahrten verbessern

Leitung: Dr. Birger Neubauer, BGF

WS 9: Gesundheitsprobleme, Sekundenschlaf, Schlaf-Apnoe-Syndrom und Verkehrssicherheit

Leitung: BG BAU; VBG (in Abstimmung)

WS 8: Verkehrssicherheit in die Gefährdungsbeurteilung implementieren

Leitung: Werner Diedrich, UK PT

WS 7: Sichtbarkeit verbessern

Leitung: Jochen Lau, DVR

WS 6: Regelbefolgung verbessern – Verkehrserziehung für alle

Leitung: BBG, StBG

WS 5: Unfälle auf innerbetrieblichen Verkehrswegen reduzieren

Leitung: Alfons Grösbrink, BG BAHNEN

WS 4: Unfälle bei Vermischung öffentlichen und nichtöffentlichen Verkehrs reduzieren

Leitung: BGHW, EUK, BGM (in Abstimmung)

Entladung/Umschlag)

WS 3: Unfälle beim innerbetrieblichen Lastentransport reduzieren (inklusive Be- und

Leitung: Dr. Torsten Kunz, UK Hessen

WS 2: Fahrradunfälle insbesondere bei Kindern und Jugendlichen senken

Leitung: Michael Garz, BGF

WS 1: Ladungssicherung verbessern

WORKSHOPS zu branchen- und trägerübergreifenden Fachthemen (parallel)

DONNERSTAG, 26. FEBRUAR 2009

19.30 Uhr

Mehrzweckhalle: Mobiler Simulator, Gurtschlitten, Überschlag-Simulator, Kipp-Simulator

Gespräche und Aperitif auf dem Marktplatz 4:

Programmentwurf (Stand 29.11.2008)

MITTWOCH, 25. FEBRUAR 2009

8. Dresdner Forum Prävention „Kampagnenwechsel“


18.15 Uhr

Informatie voor doelgroep, sponsors… Kosten rechtvaardigen Lessen voor toekomstige campagnes en hun ondersteunende activiteiten

evaluatiegegevens en campagneresultaten

¾ Beschikbaarheid relevante, kwaliteitsvolle

FEEDBACK


¾ campagne baseren op statistieken en onderzoek ¾ specifieke doelgroep afbakenen ¾ campagnestrategie baseren op gedragsbeïnvloedingmodel ¾ specifieke doelstellingen formuleren ¾ eenduidige, geloofwaardige en duidelijke boodschap formuleren ¾ rigoureus evalueren ¾ resultaten en conclusies bekendmaken


Arbeitstitel

Olaf Petermann, BGETF

Die Querschnittsthemen: Ergebnisse der Workshops

N. N., Kampagnendesigner nach Ausschreibung

Corporate Design der Kampagne

Dr. Annekatrin Wetzstein und Esin Taskan, BGAG

Evaluation

Martin Rüddel und Elke Rogosky, DGUV

Organisation

CAST?

Buffet, anschließende Heimreise

Dr. Walter Eichendorf

Zusammenfassung/Schlusswort/Verabschiedung

V 4:

V 3:

V 2:

V 1:

Das Konzept der Kampagne „Sicher fahren und transportieren1:


26-27 January 2009, Brussels

DTU - Denmark

BfU - Switzerland

ISEC - Portugal

BASt - Germany

Final Conference

RfSF - Denmark

VTI - Sweden

ULFF - Slovenia

PRP - Portugal

IBDiM - Poland

TØI - Norway

Min. of Transport - the Netherlands CDV - Czech republic INRETS - France



FACTUM - Austria

Partners


IBSR/BIVV- Belgium

Dresden 25 February 2009


Ankatrien Boulanger CAST coordinator BIVV-IBSR

Wie wirksam sind Präventions-Kampagnen? Strassenverkehrskampagnes

UTh - Greece

Coordinator


Consortium

[email protected] Haachtsesteenweg 1405 B-1130 BRUSSELS 0032 2 244 15 41

The main CAST recommendations will be illustrated by means of the Belgian PITSTOP-campaign against fatigue behind the wheel, which was designed and implemented within the framework of the CAST project.

Based on 221 existing campaign reports 173 studies were applicable for entries into a database for subsequent meta-analysis and estimation of effects. It became clear that road safety campaign work and moreover they work well. The meta-analysis of this data reveals what makes road safety campaigns work. An answer to this question will be given. Furthermore CAST developed a manual that contains both a theoretical background and practical guidelines on how to carry out campaign in a proper way. This practical tool outlines six fundamental steps needed to complete the entire campaign process. After the situation and the problem behaviour have been analysed, the campaign strategy should be defined and based on an overall social marketing approach and theoretical models of change. One of the most important CAST recommendations concern the identification and the profound analysis of the target group, with the purpose of defining the adequate campaign strategy and the proper media channels in order to reach the target group. This preresearch allows creating a tailor made and thus more effective message of the road safety campaign.

Road safety campaigns play a part in the effort to improve road safety and are therefore an important road safety policy tool. Measuring the effects of these campaigns on behaviour and designing (more) effective road safety campaigns are the main challenges for CAST (Campaign Awareness-raising Strategies in Traffic safety). CAST is a research project, supported by the European Commission, aiming to enhance traffic safety by means of effective road safety campaigns. Both a manual and an evaluation tool for campaigns has been developed and in the last 3 years. The manual consists of clear guidelines to design and implement an effective campaign. The evaluation tool enables a thorough assessment of the effects. Both tools encourage the proper design and evaluation of road safety campaigns in all EU countries. By providing relevant, high quality campaign evaluation data CAST will enable to ensure that new campaigns are well-found and will achieve maximum effect.

Ankatrien Boulanger CAST coordinator

BIVV-IBSR

Wie wirksam sind Präventions-Kampagnesn? Strassenverkehrskampagnen.

Abstract



¾ Need for clear guidelines!

¾ How to measure the effectiveness?

¾ How to conduct effective campaigns?

¾ Road safety campaigns are recognised as a way of influencing knowledge, attitudes and beliefs of road users; thereby have an impact on the behaviour, But:


1

12:30 Uhr

12:15 Uhr

10:45 Uhr



¾ What factors influence this?

¾ How well do they work?

¾ Do road safety campaigns work?

¾ CAST database

QUESTIONS:


¾ Limitations

takes weighted average of effects

¾ Meta-analysis?


CAST THEORY: meta-analysis




Main aims of CAST


Most road safety campaigns: no profound situational analysis of the problem and target group target group is not consulted on beforehand no theoretical basis no pre-test of the message, campaign materials, no process evaluation… no clearly defined campaign objectives no profound evaluation (analysis) no complete campaign (and evaluation) report

Current weaknesses road safety campaigns



Final Conference




ANSWERS:

3

3




¾ Instruments for campaign practitioners manual evaluation tool reporting tool



Identifies a clear target group Communicates a tailor-made message Lasts a short duration Uses personal communication Uses on road delivery (immediacy) Combines enforcement with feedback Combines rational and emotional content Addresses social norm, detection risk, risk of harm...


Final Conference

Base the campaign on statistics and research Select a specific target audience Base the campaign strategy on a theoretic model Formulate specific objectives Formulate an unambiguous, credible and clear message Ensure rigorous evaluation Disseminate the results

CAST MANUAL: RECOMMENDATIONS

¾ Indications that campaign effects improve where a campaign


¾ What will be said? ¾ How it will be said? ¾ By whom?

How to create an effective message?

• For campaign makers, practitioners, decision makers, researchers…

– Theory & background – Practice – 6 steps – Recommendations

• Practical and detailed guidelines for the design, implementation and evaluation of successful road safety campaigns • Based on research in Europe, practical experiences of campaigners and advertising agencies, and CAST results

CAST MANUAL

be adopted.

The place and time where the safe behaviour should

The perceived cost of adopting the safe behaviour.

behaviour.

The perceived benefits of adopting the safe

safe behaviour (e.g., frequency, place of adoption).

The characteristics of the problem behaviour and/or

the main predictors of behavioural change).

The specific objectives of the campaign (based on

¾ What will be said?


GETTING STARTED SITUATION ANALYSIS DESIGN THE CAMPAIGN AND THE EVALUATION IMPLEMENTATION OF THE BEFORE EVALUATION AND IMPLEMENTATION OF THE CAMPAIGN V EVALUATION AND DRAW CONCLUSIONS VI WRITE A FINAL REPORT

I II III IV

CAMPAIGN CYCLUS = 6 steps

CAST MANUAL


Final Conference


www.cast-eu.org


THANK YOU!

By whom? One or more spokespersons to deliver the message. High credibility Well-known personalities can increase acceptance of the campaign message.


Final Conference

Dresden 25 February 2009 Project funded by the European Commission, Directorate-General Energy & Transport, under the 6th RTD Framework Programme

Ankatrien Boulanger CAST coordinator BIVV-IBSR

Wie wirksam sind Präventions-Kampagnen? Strassenverkehrskampagnes




Final Conference

Bei vielen Verkehrssicherheitskampagnen: keine profunde umstandsbezogene Analyse des Problems und der Zielgruppe Zielgruppe wird vorher nicht untersucht keine theoretische Basis keine Voruntersuchung der Botschaft, Kampagnenmaterialien, keine Prozessevaluation… keine eindeutig definierten Kampagnenziele keine profunde Evaluation (Analyse) kein vollständiger Report der Kampagne (und Evaluation)

Gegenwärtige Schwächen von Verkehrssicherheitskampagnen

¾ Abschlusskonferenz – Brüssel – 26-27 Januar 2009

¾ Ende: 31 Januar 2009

¾ Beginn: 1 Februar 2006

¾ Bedarf nach klaren Richtlinien!

¾ Wie kann die Effektivität gemessen werden?

¾ Wie können effektive Kampagnen durchgeführt werden?

¾ Verkehrssicherheitskampagnen werden als eine Möglichkeit gesehen auf Wissen, Einstellungen und Meinungen von Verkehrsteilnehmern Einfluss zu nehmen, um wiederum das Verhalten zu beeinflussen, aber:

¾ CAST: Campaigns and Awareness-raising Strategies in Traffic safety (Kampagnen und Aufmerksamkeitssteigernde Strategien in der Verkehrssicherheit)

CAST?

IBSR/BIVV- Belgium

¾ Die Verkehrssicherheit stärken mittels wirkungsvoller Verkehrssicherheitskampagnen

¾ Ein leistungsfähiges und innovatives Werkzeug zur Durchführung von Wirksamkeitsuntersuchungen entwickeln

¾ Ein Handbuch mit klaren Richtlinien für den Entwurf, die Implementierung und die Evaluation von erfolgreichen Kampagnen bereitstellen.

Schwerpunkt von CAST

Koordinator

19 Partner aus 15 Ländern

Konsortium

Final Conference

RfSF - Denmark

VTI - Sweden

ULFF - Slovenia

PRP - Portugal

IBDiM - Poland

TØI - Norway



SIPSiVi - Italy

Anwendung des Evaluationswerkzeugs auf echte Kampagnen Durchführung von 2 Verkehrssicherheitskampagnen mit Hilfe des Manuals Organisieren von 2 Workshops zur Diskussion der Zwischenergebnisse des Projekts

¾ Erfassung dieser Instrumente

¾ Instrumente für Kampagnenplaner/-koordinatoren Manual Evaluationswerkzeug Berichtswerkzeug

Verkehrsteilnehmermodell Vorschläge für Variablen, die gemessen werden sollten (Meta-Analyse) Hintergrundinformationen über Verkehrssicherheit- und Kommunikationskampagnen eine Typologie von Verkehrssicherheitskampagnen und ihrer Evaluation Vergleich von Untersuchungsdesigns

¾ Theoretische Berichte

3 verschiedene CAST Ergebnisse


DTU - Denmark

BfU - Switzerland

ISEC - Portugal

UTh - Greece

BASt - Germany

INRETS - France


IMOB - Belgium

FACTUM - Austria

Partner

eine klare Zielgruppe definiert ist eine maßgeschneiderte Botschaft kommuniziert wird eine Kampagne von kurzer Dauer ist persönliche Ansprache/Kommunikation benutzt wird auf der Straße ein Bezug hergestellt wird (unmittelbar) Vollzug mit Feedback kombiniert wird rationale und emotionale Inhalte kombiniert werden soziale Normen, Risiken, Gefährdungen angesprochen werden

¾ Hinweis darauf, dass Kampagneneffekte sich verbessern, wenn

CAST THEORIE: Meta-Analyse

¾ Welche Faktoren haben darauf einen Einfluss?

¾ Wie gut wirken sie?

¾ Wirken Verkehrssicherheitskampagnen?

¾ CAST Datensatz

Fragen:

•

•

•

Praktische und ausführliche Richtlinien für den Entwurf, die Implementierung und die Evaluation von erfolgreichen Verkehrssicherheitskampagnen Basiert auf der Forschung in Europa, den praktischen Erfahrungen von Kampagnenmachern und Werbeagenturen, sowie CAST Ergebnissen – Theorie & Hintergrund – Praxis – 6 Schritte – Empfehlungen Für Kampagnenplaner/koordinatoren, Entscheidungsträger, Forscher…

CAST MANUAL

Keine standardisierte Kampagnenevaluation

¾ Grenzen

gewichteter Durchschnitt der Effekte

¾ Meta-Analyse?

221 Studien 433 einzelne Kampagneneffekte



3

CAST MANUAL

Final Conference

I STARTEN II SITUATIONSANALYSE III DIE KAMPAGNE UND DIE EVALUATION FESTLEGEN IV DURCHFÜHRUNG DER NULLMESSUNG ZUR EVALUATION UND IMPLEMENTIERUNG DER KAMPAGNE V EVALUATION UND ABLEITUNG VON SCHLUSSFOLGERUNGEN VI ABSCHLUSSBERICHT SCHREIBEN

Kampagnen Zyklus = 6 Schritte


¾ Welche Faktoren haben darauf einen Einfluss?

¾ Wie gut wirken sie?

Antworten: ¾ Wirken Verkehrssicherheitskampagnen? 3



Final Conference

basieren sie die Kampagne auf Statistiken und Forschung wählen sie eine spezifische Zielgruppe basieren sie die Kampagne auf einem theoretischen Modell formulieren sie spezifische Ziele formulieren sie eine eindeutige, glaubwürdige und klare Botschaft stellen sie eine entscheidende Evaluation sicher verbreiten sie die Ergebnisse

CAST MANUAL: EMPFEHLUNGEN

ein oder mehrere Vertreter sollten die Botschaft übermitteln hohe Glaubwürdigkeit bekannte Persönlichkeiten können die Akzeptanz der Kampagnenbotschaft erhöhen

Durch wen?

Wie kann eine effektive Botschaft entwickelt werden?

¾ Was wird mitgeteilt?

¾ Was wird mitgeteilt? ¾ Wie wird es mitgeteilt? ¾ Durch wen?


Final Conference

CAST Kampagne in Belgien

werden soll.

Der Ort und die Zeit, wo das sichere Verhalten gezeigt

Verhaltens.

die erkannten Kosten bei der Aneignung des sicheren

sicheren Verhaltens.

der wahrgenommene Nutzen bei der Aneignung des

sicheren Verhaltens (z.B., Frequenz, Ort der Aneignung).

Die Eigenschaften des Problemverhaltens und/oder des

Verhaltensänderung).

auf den wichtigsten Prädiktoren für die

Die spezifischen Zielsetzungen der Kampagne (basiernd



• • • • •

Inhoud

Final Conference

Voorstelling BIVV Het belang van voorlichting Aanpak Het CAST-project Voorbeeld: PITSTOP-campagne


CAST Kampagne in Griechenland

Even voorstellen: het BIVV

www.cast-eu.org


Danke!

Sinds 1986 Officiële instelling Leunt aan bij Federale Overheidsdienst Mobiliteit Raad van Beheer: overheid + privésector (autokeuring, verzekeraars, belangenverenigingen) • Voorzitter: federaal staatssecretaris Mobiliteit

• • • •

het Belgisch Instituut voor de Verkeersveiligheid (BIVV)

Cursus “Sociale Marketing en Gezondheidscommunicatie” Universiteit Gent, 16 maart 2009

Werner De Dobbeleer Afdeling Communicatie – BIVV

Voorlichtingscampagnes en hun effecten

• 2/3 van alle verkeersongevallen is rechtstreeks te wijten aan gedragsfactoren (onrechtstreeks: 96%) – Overdreven en onaangepaste snelheid – Rijden onder invloed (alcohol, drugs, geneesmiddelen) – Niet-dragen veiligheidsgordel –…

• Advies inzake rijopleiding & beoordeling • Rijgeschiktheidsbeoordeling (CARA) • Onderzoeken in kader van herstel van het recht tot sturen • Onderzoek factoren die rijgedrag beïnvloeden (psychosociaal, handhaving,…) • Voorlichting (campagnes en acties) en opvoeding (educatief materiaal, acties)

Æ Gedragsverandering is belangrijk om verkeersveiligheid substantieel te verbeteren

Voorlichtingscampagnes

• Aanbevelingen & richtlijnen inzake herinrichting • Advies aan wegbeheerders (Gewesten – provincies – gemeenten) voor concrete projecten

Activiteiten wegomgeving

Activiteiten weggebruikers

– weggebruikers – voertuigen – wegomgeving

ÆActiviteiten gericht op

Het belang van voorlichtingscampagnes

• Voorbereiding en opvolging reglementering homologatie en technische eisen • Homologatieproeven • Controle apparatuur autokeuring

• Verkeersveiligheid en verkeersleefbaarheid bevorderen door…

– voorlichting en opvoeding – onderzoek en advies

Activiteiten voertuigen

Doelstellingen en activiteiten BIVV

Legal framework, licensing and enforcement

Vehicle


Road user


Other road users

Distraction (laps)

Errors Violations


Gedragsbeïnvloedingscampagnes

Transtheoretical Model of Change

Stappen in gedragsverandering


Reason’s Swiss cheese model

Voorlichtingscampagnes • Zes grote campagnes per jaar • Thema’s: prioriteiten vastgelegd door Staten-Generaal voor de Verkeersveiligheid (2002-2007): snelheid, gordel, zwakke weggebruikers, alcohol • In samenwerking met sponsors, gewesten,… • Meerjarenstrategie per thema

1° In de belangstelling brengen / aandacht trekken 2° Informeren 3° Overtuigen 4° Ondersteunen: geheugensteun, meer diepgaande info, behouden van je publiek… 5° Publiek behouden Al te vaak zijn communicatieacties vooral gericht op “in de aandacht komen” of op “informeren”

Sociale marketing

Communicatiefasen

– Beïnvloeden van kennis, attitudes, gedrag – Gesteund op sociale marketing en gedragsbeïnvloedingsmodellen – Geïntegreerde aanpak (voorlichting + ondersteunende activiteiten)

• Doel: weggebruikers aanzetten tot veilig en verantwoord verkeersgedrag • Strategie:

Voorlichtingscampagnes

Aanpak – Humor – Emotioneel – Positieve bekrachtiging

• Huidige campagnes:

– Angstinductie – Moraliserend

• Vroeger:

Aanpak

Oudst bekende aanpak (vanaf jaren ’60) Onmiddellijk effect (schok) Veranderen van mening, niet gedrag Effect verdwijnt sneller dan bij andere types van boodschappen • Herhaling > gewenning > afname van schrik • Te harde boodschap > wordt verworpen • Essentieel: uitwijkmogelijkheid bieden

• • • •

Angstinductie

• Geen goede resultaten • Wekt afkeer op • Beter de bestuurder of weggebruiker op zijn verantwoordelijkheid te wijzen

Moraliserend

• Negatieve / positieve emoties • Identificatie met goede gedrag en sociale afkeuring van het negatieve gedrag

Emotioneel

• beter gememoriseerd op lange termijn • meest efficiënt om vooroordelen weg te werken

Humor

• • • • • • • • •

specifiek en unidimensioneel kort overtuigend geloofwaardig duidelijk makkellijk te begrijpen de aandacht trekkend concreet realistisch

Boodschap

• Zachte aanpak • Humor, positieve emotie, identificatie met goede bestuurder • Toon is bij uitstek positief • Beloningsprincipe

Positieve bekrachtiging

• Doeltreffendheid = subjectieve + objectieve pakkans verhogen

Campagnes dienen versterkt te worden door toezicht!

• Voorlichting “an sich”-> weinig dwingend beïnvloedingsinstrument • Voorlichting + verscherpte politiecontrole -> verkeersgedrag wordt sneller beïnvloed

Geïntegreerde aanpak

DTU - Denmark

BfU - Switzerland

ISEC - Portugal

UTh - Greece

BASt - Germany

RfSF - Denmark

VTI - Sweden

ULFF - Slovenia

PRP - Portugal

IBDiM - Poland

TØI - Norway



INRETS - France


SIPSiVi - Italy

IMOB - Belgium

FACTUM - Austria

Consortium

• 2006 tot 2009

• Hoe effectiviteit meten?

• Hoe effectieve campagnes ontwerpen en uitvoeren?

• Nood aan duidelijke richtlijnen

• CAST: Campaigns and Awareness-raising Strategies in Traffic safety

CAST?

Het CAST project

¾Ontwikkelen van krachtig en innovatief evaluatie-instrument om effectiviteit van campagnes te meten

¾Duidelijke richtlijnen opstellen voor ontwerpen, uitvoeren en evalueren van verkeersveiligheidcampagnes

Doelstellingen CAST

• Project funded by the European Commission, Directorate-General Energy & Transport, under the 6th RTD Framework Programme

• Coördinatie: BIVV

• 19 partners, 15 landen

• Onderzoek naar efficiënte en integrale aanpak van gedragscampagnes

Het CAST project

¾specifieke doelstellingen formuleren ¾eenduidige, geloofwaardige en duidelijke boodschap formuleren ¾rigoureus evalueren ¾resultaten en conclusies bekendmaken

CAST aanbevelingen (2)

¾ Werken verkeersveiligheidcampagnes? ¾ Hoe goed werken ze? ¾ Welke factoren spelen hier een rol?

221 geëvalueerde campagnes - 433 individuele effecten gewogen gemiddelde van de effecten

¾ Database:

CAST meta-analyse




CAST HANDBOEK

Aanwijzingen dat een campagne effectiever is indien: Duidelijke doelgroep Persoonlijke beïnvloeding (directe communicatie) Emotionele / rationele aanpak Focus op maatschappelijk normen, pakkans… Korte, persoonlijke campagnes (intimiteit, vertrouwen) Communicatie op / langs de weg zelf (directheid) Handhaving met feedback

Welke factoren spelen een rol?



Stappenplan

Op welk gedrag kan een campagne zich richten? Wat beïnvloedt het gedrag dat we willen veranderen? Hoe beïnvloeden we dit gedrag?

¾campagne baseren op statistieken en onderzoek ¾specifieke doelgroep afbakenen ¾campagnestrategie baseren op gedragsmodel

CAST aanbevelingen











Praktijkvoorbeeld: de PITSTOP campagne






• Waar?


• Wat?

CAST – campagnes •

–

– –







• • • •

– Overtuigingen


– Kennis

• Specifieke doelstellingen


• •

•

• •

België: geen registratie vermoeidheid bij ongevallen Internationaal: groeiend besef, vermoeidheid speelt rol in 1020% van alle ongevallen Meer informatie nodig Æ enquête

Statistieken en onderzoek

Stap 1: Aan de slag






• Eenduidige, geloofwaardige en duidelijke boodschap formuleren

• Strategieën










• Specifieke doelgroep


– – – – – – –






• Timing




• Campagnestrategie gedragsbeïnvloedingstheorie





– – – – – –


Stap 5: Resultaten


• • • •





• Appreciatie

Stap 5: Resultaten




– Procesevaluatie



• Rigoureus evalueren


Andere remedies (18-25, N=598) Frisse lucht VOOR: 24% - NA: 18%

• Overtuigingen

Beste remedie = pitstop (18-25, N=598) VOOR: 22% - NA: 30%

• Kennis

Stap 5: Resultaten


• Steekproef


• Methode





• Overtuigingen / Risico-inschatting (18-25, N=598) “Ik loop minder risico dan anderen” VOOR: 32% - NA: 27%

Stap 5: Resultaten

www.cast-eu.org

www.bivv.be

Werner De Dobbeleer: [email protected]

Dank u!

• Gedragsintenties (18-25, N=598) Volgende keer als ik me moe voel… Andere remedies: VOOR: 36% - NA: 32% Pitstop: VOOR: 21% - NA: 24% (niet significant)

Stap 5: Resultaten

– – – –

4.

3.

2.

1.

CONFERENCEROOM,UICBRUSSELS

25MARCH2009,9.30Ͳ15.30

PURPOSEOFTHEPROJECT(GENERALSTRATEGYATLX) MAINACTIONSTAKENINDECEMBER(COMMONLOGO/MESSAGE/TEMPLATES) MAINACTIONSSINCE(SIGNATUREOFTHEEUROPEANROADSAFETYCHARTER) NEWCOUNTRIESANDORGANISATIONSJOIGNINGTHEPROJECT MANAGEMENTOFTHISTASKFORCE(COMPOSITION,NETWORK)

JoinedͲupcommunication FollowͲupjointactivitiesandmeetingswithpossiblepartners DG TREN coͲorg Press conference on 25 June (organisation, participants, speeches) Common press release/press pack to be dispatched (using templates returned previously, educational material to be uploaded and promoted throughELCFwebsite)

Inputforpresspacktobereturnedwithcommentsby4thMay o Commonpressrelease Translationintonationallanguages

NEXTSTEPS

Tourdetableofenvisaged/plannednationalcommunicationactions Methodologyandstrategicapproach ContactingTV/press/radio/magazines KeyStakeholders

Stateofplay(ALL) Report/updateontemplatesreturnedinJanuary Tourdetableofcurrent/existingevents/projects Nextsteps Evaluating the effectiveness (Presentation and Recommendations from the CASTprojectteam) COMMUNICATIONSTRATEGYANDSUPPORT(13H15Ͳ15H30)

EUROPEANAWARENESSCAMPAIGN(10H00Ͳ12H30)

25February2009

MEETINGOFTHE “AWARENESSDAYATLEVELCROSSINGS” TASKFORCE

WELCOMEANDINTRODUCTIONS(9H30Ͳ10H00)

AGENDA

Overtuigingen ivm persoonlijke motivatie en sociale drempel Gedragsintenties ivm pitstop Zelfgerapporteerd gedrag ivm pitstop Belangrijkste drempel: onveiligheidsgevoel op parkings

• Niet gewijzigd





Stap 5: Conclusies

DTU - Denmark

BfU - Switzerland

ISEC - Portugal

UTh - Greece

BASt - Germany

RfSF - Denmark

VTI - Sweden

ULFF - Slovenia

PRP - Portugal

IBDiM - Poland

TØI - Norway



INRETS - France


SIPSiVi - Italy

IMOB - Belgium

FACTUM - Austria

Partners


UIC meeting 25 March 2009 - Brussels

CAST






¾ Road safety campaigns are recognised as a way of influencing knowledge, attitudes and beliefs of road users; thereby have an impact on the behaviour, But: how to conduct effective campaigns???


CAST?

IBSR/BIVV- Belgium




Main aims of CAST

Coordinator


Consortium


I II III IV


CAST MANUAL

¾ Designing and implementing road safety campaigns in EU (and non-EU) countries following the CAST guidelines ¾ Executing evaluation of campaigns following the CAST standards + advices for improvement future campaigns ¾ Advise role of the CAST partners – dissemination of the CAST guidelines example: ACEM, UIC

CAST future? road user model proposals for variables to be measured (meta-analysis) background on road safety and communication campaigns a typology of road safety campaigns and their evaluation comparing research designs

•

•

•

– UTh (Greece)˫ – IBSR-BIVV (Belgium)˫

Partners

– Belgium and Greece

Where?

– design and implement European road safety campaigns – according to the recommendations in the CAST manual – as a practical test of the manual – possible themes: fatigue or driver distraction (emerging issues)

What?

2 campaigns of the CAST project



¾ Instruments for campaign practitioners manual evaluation tool reporting tool



Disseminate the results

Ensure rigorous evaluation

Formulate an unambiguous, credible and clear message

Formulate specific objectives

Base the campaign strategy on a theoretic model

Select a specific target audience

Base the campaign on statistics and research





CAST MANUAL




How to measure?

Always measure campaign exposure Campaign objectives + behaviour (concepts model!)

What to measure?

CAST - minimum standards

• Practical advice to enable a proper effectiveness evaluation study of a campaign + ready to use questions and specific examples • Based on research in Europe, practical experiences of campaigners and researchers • For campaign makers, practitioners, researchers…

CAST EVALUATION TOOL

Scope Target group Objectives Supportive activities

¾ advantages and disadvantages Î use complementary techniques

¾ Data collection techniques:

¾ certain degree between validity and applicability costs ¾ other practical issues

¾ Selection of a design:

¾ Important to assess the right variables in relation to the specific campaign objectives

CAST - general recommendations for evaluation

¾ Identification of attributes with significant implications for evaluation

Budget Campaign stakeholders A-priori information

¾ Appropriate evaluation methodology ~ campaign characteristics ¾ Identification of factors outside the campaign itself

What do I need to know about the campaign that I want to evaluate?

www.cast-eu.org


THANK YOU!

issues about how to isolate the effects of the media campaign

¾ Supportive activities

clearly defined objectives can be seen as criteria for campaign’s success or failure implications for data collection techniques / measurement variables

¾ Objectives

clear specification implication for choice research design

¾ Target group

scale on which to measure effectiveness implications for e.g. research design

¾ Scope

Determinative attributes for evaluation

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DTU - Denmark

BfU - Switzerland

ISEC - Portugal

UTh - Greece

BASt - Germany

Final Conference

RfSF - Denmark

VTI - Sweden

ULFF - Slovenia

PRP - Portugal

IBDiM - Poland

TØI - Norway


INRETS - France


IMOB - Belgium

SIPSiVi - Italy


FACTUM - Austria

Partners


ShlOW Brussels 22 April 2009

Ankatrien Boulanger CAST coordinator IBSR

The CAST project

Most road safety campaigns: national scope, lasting up to one month and being part of the long-term strategy general themes as speeding, seat belt use and intoxicated driving frequently used media channels (often combined): television, radio advertising, billboards, leaflets, free press and internet message appeal described as informative, emotional and confronting integrated campaigns …


¾ 26-27 January 2009: Final CAST conference – Brussels

¾ End: 31 July 2009







CAST?

IBSR/BIVV- Belgium

– examples of missing information: sampling method, assignment procedures, random or nonrandom selection of subjects, response rate…

Most road safety campaigns: no evaluation (reports) or just one after measurement mainly no control group no (not enough) evaluation budget evaluation reports – not complete

Current situation evaluation of campaigns

Coordinator


Consortium

Coordination and Quality Assurance

Manual

Conducting 2 campaigns with the aid of the manual

Evaluation Tool Reporting tool

Application evaluation tool on real campaigns

Road user models Meta-analysis

Structure of the project



Dissemination










Main aims of CAST




QUESTIONS:



CAST future?




¾ Limitations


¾ Meta-analysis?

3

3

be adopted.



behaviour.











ANSWERS:

¾ CAST database







•


•

•





CAST MANUAL


Partners


Where?


What?












I II III IV


CAST MANUAL

simple to use tool should contain a minimum tool ready to use questions with specific examples clear statements regarding feasibility or not of measuring the isolated effect of the media campaign itself!

¾ in practice:

integrated campaigns

¾ a practical tool to help researchers/practitioners evaluate a single campaign ¾ a best practice manual depending on the characteristics of the campaign

Evaluation tool – objectives












¾ Objectives


¾ Target group


¾ Scope


campaign objectives are not clearly defined Î success criteria for campaign? measurement variables are often not consistent with the pre-set objectives no profound data analysis no evaluation costs Î no CBA or CEA in case of an integrated campaign Î information about the supportive activities is missing …

¾Weaknesses of current evaluation reports in EU countries

Evaluation tool – introduction







Before – after Multiple intervention groups/periods In practice?

Choose a proper design Comparison between different phase and elements of the campaign

CAST – isolated effect of an integrated campaign

data collection method Æ DC techniques + measurement variables ÅÆ campaign objectives

the campaign process the evaluation methodology campaign results: success or not?

¾FINAL STEP – report and disseminate results ¾Guidelines for fieldworkers and researchers for reporting the campaign and its effects in a standardised way ¾A template (boxes to fill out) to write down in a standardised structure

CAST REPORTING TOOL

Combination of implications will determine the appropriate evaluation methodology for a campaign All evaluation components are related:

Each campaign attribute has its particular implication for the evaluation

¾ One decision tree?

CAST - determination proper evaluation

www.cast-eu.org


THANK YOU!




How to measure?


What to measure?


BIVV 24 april 2009

1.Aan de slag – “Getting started” 2.Situatie-analyse 3.Campagne & evaluatie ontwerpen 4.Vóórmeting & campagne uitvoeren 5.Evaluatie vervolledigen & conclusies formuleren 6.Eindrapportage

Le cycle d’une campagne = 6 étapes

Etapes


Werner De Dobbeleer

gedragscampagnes: CAST project CAST handboek en PITSTOP campagne


– UTh (Grèce) – IBSR

• Partenaires

– Belgique et Grèce

• Où ?

– Ontwikkeling en uitvoering van verkeersveiligheidscampagne – Selon les recommandations du manuel CAST – Praktijktest van handboek – Thème : fatigue au volant

• Quoi ?

Campagnes CAST

• Manuel détaillé pour développer, implémenter et évaluer des campagnes • Basé sur données de recherche existante et résultats du projet CAST • Pour les practiciens dans le domaine des campagnes et toute personne concernée par les campagnes de sensibilisation

Le manuel CAST

•


–

– –

•

•

•

• •


België: geen registratie vermoeidheid bij ongevallen Internationaal: groeiend besef, vermoeidheid speelt rol in 10-20% van alle ongevallen Plus d’information nécessaire Æ enquête

Recommandation: baser la campagne sur des statistiques et des résultats de recherche

Stap 1: Aan de slag

• Aanbevelingen


• Praktijk

– – – – – – –




(étude pilot qualitative, 20 conducteurs de voitures, 18-25 ans)

• Recherche : prédicteurs de comportement pour le groupe cible

Etape 2: Analyse de situation









• Recherche de littérature (ERSO, SWOV,…)


la motivation pour effectuer le comportement sécurisant est lié à l’évaluation de la menace et de la solution

• Recommandation : baser la stratégie de la campagne sur un modèle théorique • Protection Motivation Theory (PMT)




• Recherche de littérature – Modèles de comportement (UTh)




• Overtuigingen ivm persoonlijke kwetsbaarheid beïnvloeden (vulnérabilité personnelle)


• Strategieën



– Conducteurs de voitures, 18-25 ans, masculin

• Recommandation : définir un groupe cible spécifique





– Comportement auto-rapporté (zelfverklaard gedrag)


– Intentions de comportement

• • • •

– Croyances


– Connaissance

• Recommandation : formuler des objectifs spécifiques



– Evaluation des effets (outcome evaluation)


– Evaluation de procès


– Evaluation formative

• Recommandation : évaluer rigoureusement


“un petit somme est la meilleure remède contre la fatigue au volant”

– Message central:

• Recommandation : formuler un message univoque, crédible et clair





• Echantillon


• Méthode

– – – – – – –





• Timing


58%

50%

72%

59%

47%

68%




NA

55%

56%

13% 5%

Met passagiers praten Radio Koffie


24%

27%

27%


36%

21%

27%

VOOR


32%

24%

24%

NA

• Intentions de comportement

Pitstop

32%

5%

11%

12%

18%

24%

NA

30%

NA

Etape 5 : Résultats et conclusions

24% 15%

Raampje openen


73%

VOOR 21%

Korte pauze

Korte pauze

NA

70%

VOOR 22%


• Croyances

Pitstop


• Connaissance



VOOR

(18-25, N=598)


• Croyances / Perception du risque

(18-25, N=598)

VOOR



• • • •

• Message de la campagne (N=340)


• Visuel de la campagne (N=340)

• Appréciation


• Croyances





– – – – – –



39%

51%

Neen


53%

37%

10%

NA


• Aanbevelingen:

Samenvatting

10%

Ja

VOOR


• Comportement auto-rapporté


www.cast-eu.org


Merci !


• Niet gewijzigd







Brussel 24 April 2009

Ankatrien Boulanger, CAST coordinator Werner De Dobbeleer, CAST manuel / Pitstop campagne

CAST project



• Recommandation : publier les résultats et les conclusions

Etape 6 : Rapport final

IBSR/BIVV- België







RfSF - Denmark

VTI - Sweden

ULFF - Slovenia

PRP - Portugal

IBDiM - Poland





DTU - Denmark

BfU - Switzerland

ISEC - Portugal


BASt - Germany

TØI - Norway


CDV - Czech republic INRETS - France


SIPSiVi - Italy

IMOB - Belgium

FACTUM - Austria

Partners

UTh - Greece


Coördinator


Consortium







CAST?

3



3

Duidelijke doelgroep Een op maat gemaakte boodschap Korte campagneperiode Persoonlijke beïnvloeding/communicatie Communicatie op/langs de weg zelf (directheid) Handhaving met feedback Emotionele en rationele aanpak Focus op maatschappelijk normen, pakkans, risicoperceptie…

¾ Aanwijzingen dat een campagne effectiever is indien:

ANTWOORDEN:

¾ Werken verkeersveiligheidcampagnes?

CAST THEORIE: meta-analyse


¾ Beperking






CAST THEORIE: meta-analyse


Toekomst CAST?











Gedrag Gedrag


Intentie Intentie

Wat beïnvloedt het gedrag dat we willen veranderen? Voorbeeld theorie om gedrag te voorspellen




R o ad en v

V eh ic les

lapses


mistakes

• • •

violations

campaigns Routine violations (speeding) Exceptional violations Acts of sabbotage

Intended acts





U n co n scio u s

E m o tio n s



C o n scio u s

F eelin g s


The M onito r

O ther facto rs


M otives



• •

Basic error types

slips

Unintended acts

Unsafe Acts


Sensory storage


Deep motivation













campagneproces Evaluatie methodologie Campagneresultaten en conclusies

¾Overzicht van een gestandaardiseerde structuur (‘template’)

¾Richtlijnen voor campagnemakers, onderzoekers… om het campagneproces en de evaluatieresultaten op een gestandaardiseerde en volledige manier te rapporteren

¾Eindrapportages – resultaten en conclusies bekendmaken

CAST RAPPORTERINGSINSTRUMENT


Hoe beïnvloeden we dit gedrag? Voorbeeld theorie gedragsverandering

www.cast-eu.org


Hartelijk dank! Merci beaucoup!


CAST HANDBOEK

Campaigns and Awareness-raising Strategies in Traffic Safety (CAST) is een onderzoeksproject ondersteund door de Europese Commissie. Om de huidige tekortkomingen inzake verkeersveiligheidcampagnes aan te pakken, werden binnen dit project een aantal handige en praktijkgerichte instrumenten ontwikkeld: onder meer een handboek met duidelijke richtlijnen om campagnes te ontwerpen, uit te voeren en te evalueren, en een krachtig instrument om effectiviteitstudies te verrichten. Binnen dit Europees project werden de bestaande contradicties inzake verschillen tussen de theorie en de praktijk van verkeersveiligheidcampagnes geanalyseerd en besproken; daarnaast werden de succesfactoren geïdentificeerd die de slaagkansen van campagnes verhogen. In deze lezing zullen de belangrijkste resultaten en aanbevelingen van het CAST project uiteengezet en geïllustreerd worden aan de hand van de PITSTOP-campagne tegen slaperigheid aan het stuur. Deze campagne werd in het kader van het project in België georganiseerd.

11u30: Verwelkoming door de Heer Patric Derweduwen 11u35: Voorstelling van het Observatorium voor de Verkeersveiligheid - Peter Silverans 11u45: Voorstelling van het CAST Project - Ankatrien Boulanger & Werner De Dobbeleer 12u20: Vragen 12u30: Napraten en Lunch

Programma:

CAST Project Om de evolutie van de verkeersveiligheid efficiënter op te volgen en te evalueren, richtte het BIVV in 2008 het Observatorium voor de Verkeersveiligheid op. Doel van dit observatorium is om alle verkeersveiligheidsgerelateerde gegevens te kwantificeren en te analyseren. Naast een analyse van verkeersongevallen en verkeersgedrag, zet het BIVV ook samenwerkingsverbanden op met alle betrokken actoren die een bijdrage kunnen leveren aan de kwantificering van het verkeersveiligheidsbeleid en het evalueren van de effecten. Daartoe werkt het BIVV samen met alle organisaties die nuttige gegevens ten dienste willen stellen van het beleid. Zo legt het Observatorium voor de Verkeersveiligheid de basis voor objectieve onderzoeksgegevens waarop de Federale Commissie voor de verkeersveiligheid zich baseert bij het formuleren van aanbevelingen aan de overheid. Het Interministerieel Comité houdt hier vervolgens rekening mee bij de beleidsbepaling.

Locatie: Grote vergaderzaal

Observatorium voor de Verkeersveiligheid

Datum: Vrijdag 24 april 2009

Deze VV-Pauzes zullen om de 2 maand georganiseerd worden. Inschrijven is verplicht en kan online gebeuren via de volgende link: N:\ Lib\Events\VV-Pauze_Pause-SR. Het aantal plaatsen is beperkt tot 20 omwille van organisatorische redenen en er zal voor de deelnemers een broodje worden voorzien. Afhankelijk van de interesse zal er een bijkomende VV-Pauze georganiseerd worden. De VV-Pauzes zullen plaatsvinden in de grote vergaderzaal. Indien u ingeschreven bent en niet aanwezig kunt zijn, gelieve tijdig een seintje te geven.

Dus dit is de uitgesproken kans om meer te weten te komen over de verschillende activiteiten van het BIVV en deze toegankelijk te maken voor iedereen. Meer bepaald zullen er presentaties gegeven worden door collega’s over onderwerpen waar zij aan werken of gewerkt hebben en die informatief kunnen zijn voor iedereen. Er is tevens ruimte voorzien voor vragen en discussies over de voorgestelde onderwerpen en thema’s.

Momenteel is niet iedereen op de hoogte van de taken of projecten waar de medewerkers van het BIVV mee bezig zijn. Om deze lacune op te vullen, organiseert het BIVV de “VV-Pauze” (Verkeersveiligheid-Pauze) om het personeel een overzicht te geven van het reilen en zeilen binnen onze organisatie en de interne communicatie te bevorderen.

VerkeersVeiligheid-Pauze

• Praktisch advies om een het effect van een campagne te meten op een grondige manier + voorbeeldvragen en specifieke evaluatievoorbeelden • Gebaseerd op Europees onderzoek en praktijkervaringen • Voor campagnemakers, onderzoekers…

CAST EVALUATIE INSTRUMENT

Campaigns and Awareness-raising Strategies in Traffic Safety (CAST) est un projet de recherche mené avec le soutien de la Commission européenne. Afin de combler les lacunes actuelles en matière de campagnes de sécurité routière, une série d’instruments faciles d’usage et axés sur la pratique ont été conçus dans le cadre de ce projet. Un manuel reprenant des directives claires pour le développement, la réalisation et l’évaluation des campagnes a été rédigé. Ce manuel constitue également un outil solide pour réaliser des études d’efficacité. Par ailleurs, les contradictions entre la théorie et la pratique des campagnes de sécurité routière ont fait l’objet d’analyses et de discussions et il a été procédé à l’identification des facteurs de succès permettant d’augmenter les chances de réussite des campagnes. Cette « Pause Sécurité Routière » sera l’occasion de présenter les principaux résultats et recommandations du projet CAST et de les illustrer au moyen de la campagne PITSTOP contre la somnolence au volant, qui a été organisée en Belgique dans le cadre de ce projet.

vroeg

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Hiervoor is het noodzakelijk dat u bij uw komst het

worden gehouden.

tijdig door aan de vakdocent. In de mate van het mogelijke zal hiermee rekening

Didactische ondersteuning (overhead, beamer, kopies). Geef uw wensen hieromtrent

voorziene formulier (door de vakdocent aan u bezorgd) invult en ondertekent.

euro voor een dagdeel.

per km en, indien nodig, een prestatievergoeding van 50 euro voor een lesuur of 125

Een verplaatsingsvergoeding aan een door KATHO vastgesteld tarief van 0,31 euro


DTU - Denmark

BfU - Switzerland

ISEC - Portugal

BASt - Germany

RfSF - Denmark

VTI - Sweden

ULFF - Slovenia

PRP - Portugal

IBDiM - Poland

TØI - Norway

Min. of Transport - the Netherlands CDV - Czech republic INRETS - France



FACTUM - Austria

Partners

¾ Einde: 31 januari 2009 + verlenging!

IBSR/BIVV- België

Gastcollege IPSOC 05 mei 2009 KORTRIJK Project funded by the European Commission, Directorate-General Energy & Transport, under the 6th RTD Framework Programme




UTh - Greece

Coördinator


Consortium

DOORNIKSESTEENWEG 145 B-8500 KORTRIJK - TEL. +32 (0)56 26 41 50 - FAX +32 (0)56 21 58 03 - CONTACT: [email protected]

Veerle Dupont

Mvg

parking reserveren.

het IPSOC-gebouw gelegen is). Op drukke dagen kan de vakdocent voor u een plaats op de

het schoolgebouw (volg de parkeerroute die u leidt naar de achterzijde van de campus waar

In bijlage vindt u een routebeschrijving naar de campus. Er is voldoende parkeerplaats aan

professionals van de opleiding en het expertisecentrum.

Verder nemen we u op in ons databestand zodat u uitgenodigd wordt op de activiteiten voor

-

-

verder voor:

inhoud van het college en legt met u een datum vast.

De vakdocent die u contacteerde maakt met u de nodige afspraken omtrent omvang en

voor het docententeam en het expertisecentrum.

inbreng van professionals uit het werkveld bijzonder belangrijk, zowel voor studenten als

opleidingsonderdeel.

vakdocent

Van harte welkom in de opleiding Bachelor in de Maatschappelijke Veiligheid.

Beste gastdocent,

EXPERTISECENTRUM MAATSCHAPPELIJKE VEILIGHEID BACHELOR IN DE MAATSCHAPPELIJKE VEILIGHEID KATHO DEPARTEMENT IPSOC







CAST?

11h30: Mot de bienvenue par Monsieur Patric Derweduwen 11h35: Présentation de l’Observatoire pour la Sécurité Routière - Peter Silverans 11h45: Présentation du projet CAST - Ankatrien Boulanger & Werner De Dobbeleer 12h20: Questions 12h30: Discussion et Lunch

Programme:

Projet CAST

Afin de suivre et d’évaluer plus efficacement l’évolution de la sécurité routière, l’IBSR a mis sur pied en 2008 l’Observatoire pour la Sécurité Routière. Ce dernier a pour but de quantifier et d’analyser toutes les données de sécurité routière. Outre l’analyse des accidents de la circulation et du comportement routier, l’IBSR tend également à collaborer avec tous les acteurs concernés, susceptibles d’apporter une contribution à la quantification de la politique de sécurité routière et à l’évaluation des effets. L’Institut coopère, pour ce faire, avec toutes les organisations désireuses de mettre des données utiles au service de la politique. L’Observatoire pour la Sécurité Routière pose ainsi la base pour des données d’étude objectives sur lesquelles la Commission Fédérale pour la Sécurité Routière s’appuie pour formuler ses recommandations aux autorités. Le Comité Interministériel en tient ensuite compte dans la prise de décisions.

Lieu: Grande salle de réunion

Observatoire pour la Sécurité Routière

Date: Vendredi 24 avril 2009

Ces “Pauses Sécurité Routière” seront organisées tous les 2 mois. Pour y participer, vous devez impérativement vous inscrire. Vous pouvez, pour ce faire, utiliser le lien suivant: N:\Lib\Events\VV-Pauze_Pause-SR. Pour des raisons organisationnelles, le nombre de places est limité à 20. Des sandwichs seront prévus pour les participants. En fonction du succès rencontré, un nouveau rendez-vous sera fixé. Les “Pauses Sécurité Routière” se tiendront dans la grande salle de réunion. Si, malgré votre inscription, vous ne pouvez pas être présent, veuillez nous en avertir le plus rapidement possible.

Il s’agit donc d’une réelle occasion d’en savoir plus sur les différentes missions de l’IBSR et de les rendre accessibles à tout un chacun. Lors de ces rencontres, des collègues présenteront des sujets sur lesquels ils travaillent ou ont travaillé et susceptibles d’intéresser tout le monde. Les participants auront également la possibilité de poser des questions sur les sujets et les thèmes exposés et d’en discuter.

Pour l’instant, les membres du personnel de l’IBSR ne sont pas toujours au fait des tâches ou des projets qui occupent leurs collègues. Pour remédier à cette situation et favoriser la communication interne, l’IBSR organise une “Pause Sécurité Routière” au cours de laquelle il proposera au personnel un aperçu de ses activités quotidiennes.

Pause Sécurité Routière





Meeste campagnes: nationaal niveau, campagneperiode maximum 1 maand, deel van een meerjaren strategie algemene thema’s zoals snelheid, gordel en rijden onder invloed frequent gebruikte mediakanalen (vaak gecombineerd): televisie, radio spot, billboards, folders, gratis pers en internet stijl boodschap wordt beschreven als informatief, emotioneel en confronterend geïntegreerde campagnes (handhaving) …

Manual





Structuur van het project

– voorbeelden van ontbrekende informatie: steekproef methode, representativiteit, selecte of aselecte steekproef, responsgraad…

Meeste campagnes: geen evaluatie(rapporten) of enkel nameting meestal geen controlegroep geen (niet voldoende) evaluatiebudget evaluatierapporten– niet compleet




Dissemination








¾ Beperking







Toekomst CAST?

3

3



¾ Werken verkeersveiligheidcampagnes?

ANTWOORDEN:

CAST RAPPORT: Meta-analyse


Definitie campagnes

¾ Aanwijzingen dat een campagne effectiever is indien: Identificatie van een duidelijke doelgroep Communicatie met een een op maat gemaakte boodschap Gedurende een korte periode Gebruik van persoonlijke communicatie Gebruik van communicatie langs de weg (directheid) In combinatie met handhaving met feedback Combinatie van een rationele en emotionele aanpak Focus op sociale norm/invloed, pakkans, risico-inschatting...

CAST RAPPORT: Meta-analyse







Vehicle

Reason’s ‘gatenkaas model’

Road user

Other road users

Errors Violations

Onveilige Onveilige handelingen handelingen

Campagnes die focussen op gedrasverandering

ongeval









lapses


mistakes

Unsafe Acts

• • •

violations

campaigns Routine violations (speeding) Exceptional violations Acts of sabbotage

Intended acts







Gedrag Gedrag


Intentie Intentie


• •

Basic error types

slips

Unintended acts






U n co n scio u s

E m o tio n s



C o n scio u s

F eelin g s


The M onito r

O ther facto rs


M otives


¾ Wat zal er gezegd worden? ¾ Hoe zal het gezegd worden? ¾ Door wie?

Hoe een effectieve boodschap formuleren?

R o ad en v

V eh ic les


Sensory storage


Deep motivation vertoond worden.

De plaats en moment waar het veilig gedrag moet

vertonen.

De waargenomen barrières om het veilig gedrag te

vertonen

De waargenomen voordelen om het veilig gedrag te

vertoning…).

gedrag (zoals frequentie, motivaties, plaats van

De kenmerken van het probleemgedrag en/of veilig

basis van de belangrijkste gedragsdeterminanten).

De specifieke doelstellingen van de campagne (op

Wat?









Hoe?





Stappenplan

Door wie? 1 of meerdere woordvoerders die de boodschap brengen. Hoge geloofwaardigheid Bekende personen kunnen het aanvaarden van de campagne boodschap verhogen.



Wat?

campagne baseren op statistieken en onderzoek specifieke doelgroep afbakenen campagnestrategie baseren op gedragsbeïnvloedingtheorie specifieke doelstellingen formuleren eenduidige, geloofwaardige en duidelijke boodschap formuleren rigoureus evalueren resultaten en conclusies bekendmaken


Partners


Waar?

– Ontwikkeling en uitvoering van verkeersveiligheidcampagne – Volgens CAST aanbevelingen – Praktijktest van handboek – Thema: slaperigheid

CAST – campagnes

Aanbevelingen


Praktijk

– – – – – – –

Theorie & achtergrond


CAST handboek: AANBEVELINGEN




CAST HANDBOEK

Gemakkelijk in gebruik Instrument zou een ‘minimuminstrument’ moeten bevatten Vragen klaar om te gebruiken met specifieke voorbeelden Duidelijke standpunten over de mogelijkheid (of niet) om het geïsoleerd effect van de mediacampagne zelf te meten!

¾ In praktijk:

Schaal Doelgroep Doelstellingen Ondersteunende activiteiten

¾ Identificatie van kenmerken met significante gevolgen voor de evaluatiestudie:

Budget Belangengroepen van de campagne A priori informatie

¾ Aangepaste en geschikte evaluatiemethodologie ~ campagnekenmerken ¾ Identificatie van de factoren bepaald buiten de campagne zelf

¾ Een praktisch hulpmiddel om onderzoekers/praktijkmensen te helpen bij het evalueren van hun campagne ¾ Een ‘best practice’ handboek met richtlijnen afhankelijk van de kenmerken van de campagne

Geïntegreerde campagnes

Wat moet ik weten over de campagne die ik wil evalueren?

• Praktisch advies om een geschikte effectiviteitstudie uit te voeren + voorbeeldvragen en campagnevoorbeelden • Op basis van Europees onderzoek, praktijkervaringen van campagnemakers en onderzoekers • Voor campagnemakers, praktijkmensen en onderzoekers

CAST EVALUATIE-INSTRUMENT

Evaluatie-instrument: doelstellingen

CAST campagne in Griekenland

Probleem – hoe kan je deze effecten isoleren van het effect van de media-activiteiten

¾ Ondersteunende activiteiten

Duidelijk gedefinieerde doelstellingen bepalen de succescriteria van een campagne Gevolgen voor data collectie technieken / de te meten variabelen

¾ Doelstellingen

Duidelijke specificatie of niet? Gevolg voor keuze onderzoeksdesign

¾ Doelgroep

Schaal waarop je je effectiviteit moet meten Gevolgen voor o.a. het onderzoeksdesign

¾ Schaal

Bepalende kenmerken voor de evaluatiestudie

Campagnedoelstellingen zijn niet duidelijk gedefinieerd Î succescriteria van de campagne? De gemeten variabelen zijn vaak niet consistent met de vooropgestelde doelstellingen Geen diepgaande data-analyse Evaluatiekosten zijn niet gekend Î KBA of KEA? In het geval van een geïntegreerde campagne Î informatie omtrent de ondersteunende activiteiten ontbreekt …

¾Zwakke elementen van de huidige evaluatierapporten in EU

Evaluatie-instrument: inleiding

¾ Voordelen en nadelen Î gebruik technieken complementair

¾ Dataverzameling technieken:

¾ Zeker afweging tussen validiteit en toepasbaarheid (kosten) ¾ Andere praktische problemen

¾ Keuze van het design:

¾ Belangrijk om de juiste variabelen in relatie met de specifieke campagnedoelstellingen


¾ In praktijk?

Kies een aangepast onderzoeksdesign Vergelijk verschillende fases en verschillende activiteiten van de campagne

¾ In theorie?

Media-activiteiten Ondersteunende activiteiten zoals handhaving, educatie… Ontbrekende informatie in campagnerapport

¾ Meten van het geïsoleerd effect van de verschillende campagneactiviteiten?

Geïntegreerde campagnes: wat is het effect?

Dataverzameling methode Æ DV technieken + metingvariabelen ÅÆ campagnedoelstellingen

Het volledige campagneproces De evaluatiemethodologie campagneresultaten: succes of niet?

¾Een model (kaders om in te vullen) om je campagneinformatie in een gestandaardiseerde structuur neer te schrijven

¾Richtlijnen voor praktijkmensen en onderzoekers voor het rapporteren van de campagne en de effecten op een gestandaardiseerde manier

¾LAATSTE STAP – rapporteer en verspreid de resultaten

CAST RAPPORTERINGSINSTRUMENT

Combinatie van deze implicaties zal de geschikte en aangepaste evaluatiemethodologie bepalen voor die campagne Alle evaluatiecomponenten zijn gerelateerd:

Elke campagne-eigenschap heeft zijn specifieke implicatie voor de evaluatie

¾ 1 beslissingsboom?

CAST – determinatie van een geschikte evaluatie

CAST campagne in Belgie

Beschrijvende maar ook toetsende/inferentiële (verklarende) statistieken (verbanden)

Hoe analyseer ik het succes van mijn campagne?

Voor en na meting Regionale / lokale campagnes: controle / vergelijkingsgroep

Op welke manier meet ik?

Meet altijd campagneblootstelling Campagnedoelstellingen + gedrag (gedragsdeterminanten model!)

Wat moet ik meten?

CAST - minimum standaarden

–

– –



•

•

•

• •






•

Stap 1: Aan de slag























– – – – – – –






• Timing






• Strategieën








• • • •

– Overtuigingen


– Kennis






– Procesevaluatie









21%

24%

15%

13%

5%

Korte pauze

Raampje openen


Radio

Koffie

VOOR


• Overtuigingen

22%

VOOR

5%

11%

12%

18%

24%

NA

30%

NA





68%

47%

59%

56%

VOOR

72%

50%

58%

55%




24%

27%

27%

73%

70%

32%

NA

VOOR

(18-25, N=598)

(18-25, N=598)

Pitstop


• Overtuigingen

NA



• • • •




• Appreciatie







– – – – – –



• Kennis



• Steekproef


• Methode


32%

36%






24%

21%

Pitstop

24%

27%

Korte pauze

NA

VOOR

51%

39%

10%

NA

53%

37%

10%


• Aanbevelingen:

Samenvatting


Neen

Ja


VOOR






www.cast-eu.org


Hartelijk dank!


• Niet gewijzigd






Maatschappelijke veiligheid

50 uur studiebelasting per focusgroep

Korneel Holvoet

[email protected]

056/26.40.33

118

Contacturen

Studiebelasting

Docent(en)

E-mailadres

Telefoon

Bureau

FOCUS VERKEERSVEILIGHEID BaMV/ 1

3 gastcolleges

1 verwerkend college

o

o

1 opdracht om de leerstof te verwerken

1 inleidend college

o

5 seminaries van 3 uur

2008-2009


maken van de verkeersveiligheid in een schoolomgeving.

Inzicht hebben in de praktische toepassing van de leerstof. In staat zijn een doorlichting te

definiëren, beschrijven en positioneren

De actoren, overheden en disciplines die een rol spelen bij verkeersveiligheid kunnen

bestudeerde facetten.

Het thema helder en correct kunnen definiëren en beschrijven in al zijn besproken en

omvangrijke

met

zelfstandig

te

verwerken

teksten.

inhoudstafel, is opgedeeld in hoofdstukken of thema’s.

- Werkdocumenten en structuurschema’s die door de experts/docent worden bezorgd

- Je eigen nota’s

Studiewijzer

2008-2009

wetgevingsteksten, …) aangeboden worden.


Op Toledo zal aanvullend lesmateriaal (powerpoint-voorstellingen, verdiepend tekstmateriaal,

2. Toledo

Deze

bundel wordt bij aanvang van de focusgroep ter beschikking gesteld. Ze bevat een

- Een

1. Cursusmateriaal

Leermiddelen

literatuurbundel

Studiewijzer

2008-2009


De paper wordt ingediend conform de afspraken (infra) ten laatste op maandag 22 mei.

geschreven stuk.

docent én mogelijks een expert uit het werkveld. De beoordeling gebeurt aan de hand van het

focusgroep integreer je in een eigen paper. Deze paper wordt beoordeeld door de begeleidende

De paper vormt het sluitstuk van de focusgroep. De kennis en inhoud die je verworven hebt tijdens de

ALGEMEEN

Verplichte opdracht in het kader van evaluatie

OPDRACHTEN Wat we nog meer van jou verwachten

Praktijkmodellen kunnen toepassen

-

een kritische manier en met verstand van zaken te benaderen. Of m.a.w. beide bepalen je cijfer op je

werkstuk.

Veiligheidsproblemen kunnen analyseren en een plan van aanpak kunnen opstellen.

-

groepsdiscussies

gastdocent. Beide beoordelen in overleg of je de focusgroep voldoende hebt benut om het thema op

Hij/zij zal erover waken dat de leerstof wordt verwerkt. De expert levert expertise en treedt op als

Een kritische houding aannemen in het omgaan met materiaal en bronnen en in

-

werkveld. De begeleidende docent neemt de rol op van organisator en begeleider van het leerproces.

thema & de opdracht.

Informatie kunnen opzoeken, selecteren op basis van kwaliteitscriteria en relevantie voor het

Informatie kunnen presenteren en verwerken in een paper

-

-

Beroepsgerichte vaardigheden en methoden:

-

-

-

Competenties in beroepsgerichte expertise

Eindcompetenties

literatuurbundel, voorbereiden van de seminaries) individueel en zelfstandig uit te voeren.

je in staat bent een deel van de opdrachten (schrijven van een paper, doornemen van de

In de Focusgroep ligt een grote verantwoordelijkheid bij de individuele student. We gaan ervan uit dat

Startcompetenties

COMPETENTIES & LEERDOELEN Wat we van jou verwachten

Studiewijzer

keuze. Dit keuzevak ondersteunt de focusgroep en je stage

2. Een keuzevak geeft je programma een persoonlijk tintje. Je verdiept je in een domein naar

Organisatieleer en Bestuurskunde,…

groepsdynamische methoden en vakinhoudelijk door Bijzondere Vraagstukken Sociologie,

De focusgroep is in je programma geen zwevend geheel. Het vak wordt ondersteund door

1. De focusgroep introduceert je in de expertise die rond een bepaald thema werd verzameld.

genereert:

terreinen van dit werkveld dichter bij te bekijken en je te bekwamen in de expertise die dit terrein

jaar bouwen hierop voort. Ze geven je op verschillende manieren de kans bepaalde aspecten of

opleidingsonderdelen Werkveldverdieping in het tweede jaar en Werkveldspecialisatie in het derde

die bepalen hoe veiligheid in een welbepaalde context wordt bestudeerd en aangepakt. De

Werkveldoriëntatie in kaart gebracht. Je leerde de taal en termen kennen, de actoren en beleidslijnen

In het eerste jaar werd het werkveld van de Bachelor in de Maatschappelijke Veiligheid in het vak

werkveld in zijn geheel en in haar meest boeiende en actuele onderdelen.

Stapsgewijs en met een steeds groter wordende keuzeruimte en zelfstandigheid verken je het

Het traject Werkveldoriëntatie, -verdieping en specialisatie kristalliseert de expertise op het terrein.

Situering van het opleidingsonderdeel in het curriculum

voorbeelden inzicht in de thematiek rond verkeersveiligheid.

Verkeersveiligheid krijg je aan de hand van relevante inhoudelijke achtergrond en praktische

veiligheid een vraagstuk is dat heel wat expertise en kennis van het domein vraagt. In de focus

focusgroepen gespreid over 2 jaar en wil je op die manier introduceren in 5 domeinen waarin

levensdomeinen: vrije tijd, milieu, verkeer, gezondheid, werk,… Tijdens de opleiding kies je 5

spectrum aan sectoren en actoren. Het thema profileert zich immers ook verschillende

Het werkterrein van de Bachelor in de maatschappelijke veiligheid omvat niet alleen een breed

Verantwoording van het vak binnen de opleiding

verkeerscoördinator te werk, hoe worden communicatiecampagnes opgezet, …

slachtoffers, wat zijn de mogelijke maatregelen om de veiligheid te bevorderen, hoe gaat een

verkeersonveiligheid: wat zijn de belangrijkste oorzaken, welke groepen zijn de belangrijkste

krijgen in het complexe geheel van verkeersveiligheid. We maken een uitgebreide analyse van de

De focusgroep wordt begeleid door een docent in nauwe samenwerking met meerdere experts uit het

Begeleiding

werktijd, die je besteedt aan voorbereiden, verwerken van de leerstof, schrijven van je paper.

Deelnemen aan een focusgroep betekent intensief werken. Reken buiten de contacturen op 50 uur

-

-

dat de student een paper schrijft. Meer informatie over de opdracht vind je verder.

Deze focusgroep doorloopt een werken studieproces van 6 seminaries. Afsluitend wordt verwacht

Onderwijskundige werkvormen

van verwerken.

Tijdens het eerste college wordt ruimschoots stilgestaan bij het doel van de focusgroep en de manier

Instapbegeleiding

ORGANISATIE & BEGELEIDING Wat je van ons mag verwachten

2008-2009

15 contacturen per focusgroep

Studiepunten

Studiewijzer

2/3BaMV

2 STP

Programmajaar

Opleidingsonderdeel Focusgroep

Traject

KATHO-IPSOC 2008-2009

Bachelor in de Maatschappelijke Veiligheid

FOCUS VERKEERSVEILIGHEID

buurlanden liggen. Nog heel wat werk aan de winkel dus. Met deze focus proberen we inzicht te

aandacht op beleidsniveau. Toch moeten we vaststellen dat onze resultaten ver onder deze van onze

verkeerslachtoffers per jaar. Verkeersveiligheid is een hot item en krijgt vanzelfsprekend dan ook veel

Het aantal verkeersdoden zakte in 2008 voor het eerst onder de psychologische grens van duizend

Korte omschrijving van de vakinhoud

SITUERING Wat je moet weten over dit vak Inleidend college

Afsluitend college (met oa verkeersgetuige)

(gastdocent A. BOULANGER – CAST project-coördinator)

Opstellen Communicatiecampagnes rond verkeersveiligheid

(gastdocent V. SEYS – Verkeerscoördinator Politiezone Gavers)

De verkeerscoördinator

(gastdocent L. KLUPPELS – BIVV)

Invalshoeken van verkeersveiligheidsbeleid

2008-2009


een analyse van de verkeerssituatie van de omgeving rond de school (maak hiervoor gebruik

bedenkingen, adviezen, aanbevelingen, … ter verbetering van de verkeersveiligheid …

x x

Lettertype Verdana, grootte 11 x

vrijdag 27 maart 2009.

Maak een top-3 van scholen die je wil bespreken en stuur dit door per e-mail ten laatste op

2008-2009


Elektronische versie doormailen naar [email protected], dezelfde dag.

de linker bovenhoek en NIET in mapjes

In twee exemplaren in te dienen ten laatste op maandag 22 mei 2009 bij K. Holvoet, nieten in

Via Toledo wordt bekend gemaakt welke school je moet behandelen.

Studiewijzer

•

•

•

•

PRAKTISCHE AFSPRAKEN

correcte inhoud en een overzichtelijke paper! Let op je taal, vermijd zeker taal- en typfouten!

Zorg bovendien voor een verzorgde lay-out, een aangenaam taalgebruik, een duidelijke structuur, een

Inhoudstafel in het begin, bronnenlijst achteraan

Interlinie 1,25

x

Voorblad met alle relevante info (cf. BB – verplicht te gebruiken!) x

x

Je paper wordt ingediend volgens volgende afspraken:

RICHTLIJNEN BETREFFENDE DE VORM

literatuur, andere cursussen, tijdschriften, … (zorg wel voor een correcte bronvermelding!)

Maak uiteraard gebruik van alle mogelijke bronnen: de gastcolleges, interviews met sleutelfiguren,

een analyse van de maatregelen, projecten, … inzake verkeersveiligheid

x

van foto’s, kaartjes, …)

een summiere beschrijving van de school

x x

Hoe ga je tewerk? Gestructureerd. Iedere paper bevat minstens:

preventiepiramide, …) kijkt naar de verkeersveiligheid in en rond de school.

verkeersveiligheid. Het is de bedoeling dat je vanuit een integrale visie (veiligheidsketen,

De papers hebben met elkaar gemeen dat ze verband dienen te houden met diverse aspecten van

school, er mogen geen dubbels of overlappingen zijn.

voorkeur een school gelegen in de gemeente/provincie waar je woont. Elke student kiest een andere

Voor aanvang van de focus kies je één school waarrond je een paper zult schrijven. Je kiest bij

RICHTLIJNEN BETREFFENDE DE INHOUD

Studiewijzer

8. MOBIEL 21 vzw; Veilige schoolroutes in kaart. Werkboek voor gemeenten, 2006

7. MOBIEL VLAANDEREN; Stappenplan voor het opstellen van een schoolvervoerplan. Uit: het mobiliteitshandboek – Afl.15, september 2002 / 311

Actieplannen 6. BIVV; Handboek voor het opstellen van de actieplannen verkeersveiligheid, 2004

Communicatiecampagnes 5. CAST; Manual for Designing, Implementing, and Evaluating Road Safety Communication Campaigns (extracts), Januari 2009.

Verkeershandhaving 4. BROGNEZ, D.; VLAMINCK, F.; Kiezen voor administratieve of strafrechtelijke afhandeling van verkeersovertredingen (extracts); 2009

3. FEBIAC, Veiligheid en infrastructuur; januari 2003; p.19-34

2. DEPARTEMENT MOBILITEIT EN OPENBARE WERKEN. AFDELING BELEID MOBILITEIT EN VERKEERSVEILIGHEID, Verkeersveiligheid dieper geanalyseerd. Uit : Verkeersveiligheidsplan Vlaanderen; juni 2008, p.37-67

Algemeen 1. FEDERALE COMMISSIE VOOR DE VERKEERSVEILIGHEID, Verslag Statengeneraal voor de verkeersveiligheid, maart 2007

Inhoudstafel van de cursus

Dinsdag 12 mei:

Dinsdag 5 mei:

Dinsdag 28 april:

Donderdag 23 april:

Dinsdag 21 april:

Structuurschema van de focus

Heb je inzicht in de materie?

Is het correct wat je schrijft?

o

o

In je paper moet je laten zien dat je alle expertise uit de focusgroep beheerst.

Heb je de expertise verwerkt en hoe heb je dat aangepakt?

o

Je paper/werkstuk wordt vooral beoordeeld op kwaliteit:

Laat je niet misleiden door het aantal lestijden van 3u per week. Houd rekening met de 50

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2008-2009

voorbereiding en gezien de deadline voor je paper.

alleen is onvoldoende. Dit vak is intensief gezien de verwachtingen naar zelfstudie en

uur studiebelasting die per focusgroep werd berekend. Het bijwonen van de seminaries

.POEBZ

Studiewijzer

x

STUDEERTIPS & STUDIEPLANNER Wat helpt

worden. Bij onvoldoende wordt de paper herschreven.

De evaluatie van het werkstuk kan na de proclamatie in juni met de begeleidende docent besproken

Feedback

-

-

beantwoorden aan de vooropgelegde criteria m.b.t. de inhoud.

Je paper/werkstuk moet worden ingediend volgens de afspraken (datum en vormgeving) en

Evaluatiecriteria

Je krijgt een cijfer op 20 voor je paper. Dit eindcijfer wordt bekend gemaakt in de juni-examenperiode.

duidelijke afspraken gemaakt wat betreft omvang en verwachtingen.

docent én de betrokken experts. Bij aanvang van elke focusgroep wordt door de begeleidende docent

verzamelde en verwerkte expertise integreert. Deze paper wordt beoordeeld door de begeleidende

Na afloop van iedere focusgroep schrijf je een individuele inhoudelijke werkstuk waarin je de

Paper-werkstuk

Moment van evaluatie & herkansing

focusgroep wordt de indiendatum van de paper door de docent vastgelegd.

kwaliteit van je paper/werkstuk die je voor deze focusgroep zal schrijven. Bij aanvang van de

Van dit vak wordt geen klassiek examen georganiseerd. De evaluatie gebeurt op basis van de

Assessmentvorm (examenvorm)

EVALUATIE / ASSESSMENT Hoe we evalueren

Beschouw dit vak niet als een reeks lessen waarin je enkel komt luisteren. Bereid de

Volg de actualiteit.


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Aanvaard dat een focusgroep meer vragen dan antwoorden kan opleveren.

5VFTEBZ

Studiewijzer

x

Beschouw de begeleidende docent niet als expert.

Daag je zelf uit en zoek linken tussen de opleidingsonderdelen.

x x

Beschouw jezelf als verzamelaar van expertise en laat je prikkelen door nieuwsgierigheid.

x

seminaries voor. x

x

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DTU - Denmark

ISEC - Portugal

BASt - Germany

INRETS - France

Final Conference

RfSF - Denmark

VTI - Sweden

ULFF - Slovenia

PRP - Portugal

IBDiM - Poland

TØI - Norway


¾ End: 31 July 2009

IBSR/BIVV- Belgium



FACTUM - Austria

Partners


ShLOW Brussels 06 May 2009


The CAST project

UTh - Greece

Coordinator


Consortium

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Main aims of CAST

Most road safety campaigns: national scope, lasting up to one month and being part of the long-term strategy general themes as speeding, seat belt use and intoxicated driving frequently used media channels (often combined): television, radio advertising, billboards, leaflets, free press and internet message appeal described as informative, emotional and confronting integrated campaigns …


CAST future?

– examples of missing information: sampling method, assignment procedures, random or nonrandom selection of subjects, response rate…

Most road safety campaigns: no evaluation (reports) or just one after measurement mainly no control group no (not enough) evaluation budget evaluation reports – not complete

Current situation evaluation of campaigns



Manual



Structure of the project





Dissemination


3



3



ANSWERS:






QUESTIONS:











CAST MANUAL


¾ Limitations


¾ Meta-analysis?


¾ CAST database



Final Conference


I II III IV


CAST MANUAL

Final Conference


Final Conference






Final Conference










be adopted.



behaviour.








•

•

•




Partners


Where?


What?


campaign objectives are not clearly defined Î success criteria for campaign? measurement variables are often not consistent with the pre-set objectives no profound data analysis no evaluation costs Î no CBA or CEA in case of an integrated campaign Î information about the supportive activities is missing …

¾Weaknesses of current evaluation reports in EU countries

Evaluation tool – introduction


simple to use tool should contain a minimum tool ready to use questions with specific examples clear statements regarding feasibility or not of measuring the isolated effect of the media campaign itself!

¾ in practice:

integrated campaigns

¾ a practical tool to help researchers/practitioners evaluate a single campaign ¾ a best practice manual depending on the characteristics of the campaign

Evaluation tool – objectives





Each campaign attribute has its particular implication for the evaluation










How to measure?


What to measure?





¾ Objectives


¾ Target group


¾ Scope








Before – after Multiple intervention groups/periods In practice?

Choose a proper design Comparison between different phase and elements of the campaign

CAST – isolated effect of an integrated campaign

RaphaëlMURAT

JamesLeahy

FlaviadeSouza

PatrickKayemba JosepLluísCastells DaveHolladay

DaveHorton MassimilianoAmirfeiz RiccardoCanesi NicolasPressicaud

EmmanuelleRamond MichaelJones

RikHouthaeve BernardDehaye RosellaOttaviani ManuVilé BernardDehaye CarmenSanchez ThomasStokell BernardDehaye BOULANGERAnkatrien JanPelckmans

28

30

31 32 33

34 35 36 37

38 39

40 41 42 43 44 45 46 47 48 49

AllyMenary GianniRondinalla LorraineGammon LucIntPanis

23 25 26 27

29

AlisonKennedy MioSuzuki

FideliusKrammel ZbynekSperat JohnParkin JORDIMANUELGALI DamienOtuama ChrisBrouwers EmanuelRoche nicolasmartin

15 16 17 18 19 20 21 22

BrettHondorp AlbertoMarescotti PeterGovaerts WimRechmann

9 10 11 12

13 14

WillemBosch ElisabethKlein BartChristiaens TadejBrezina MichaelMeschik PhilipLoy AlbertoMarescotti JoshuaPoppel

1 2 3 4 5 6 7 8

Author

SelectedpostersVeloͲcity2009

posternumber

Country

CyclingnetworkinZwolle TheNetherlands ExtendingtheSpringtime:DesigningThermallyComfortableBicyclePaths Canada Cyclingandshopping TheNetherlands RecyclingrailrightͲofͲwayforbicycleuse:Vienna’sfirstCyclingHighway Austria AssessingthebicyclemasterplanofLinz,Austria Austria Cycling:whoneedsfacilities? UnitedKingdom Graffitid'asfalto Italy RecreationalCyclingTourism:IncreasingtheSizeofthePublicPelotoninNorth US America BicyclePlanningforDubaiandQatar US Roundaboutforbicycle Italy LuikersteenwegN3SintͲTruiden Belgium Newsystematicsforplanningurbanenregionalnetworkofbicyclepathsinthe TheNetherlands DutchprovinceofNoordͲBrabant Recyclingcities…findingnewspacesforcyclinginoldtowns UnitedKingdom TheunstipulatedPoliciesandEvaluationsbycyclistsofbicyclingspaceatthe Japan intersectionsinEurope SurveyandEvaluationofBicycleInfrastructure Austria ConsequencesofBicycleTrafficnotͲfriendlyLegislatureintheCzechRepublic CzechRepublic Theimportanceofaccountingforeffortinplanningbicyclenetworks UnitedKingdom BICIͲON:BARCELONABIKEHOUSEPROJECT Spain Ireland’sfirstNationalCyclingPolicy Ireland Masterplanfietsprojectantwerpen Belgium ThebicycleeconomyinFrance France TestingantiͲtheftdevicesforbikes:anecessaryadditiontothedevelopmentof France bikemarking CycleParkingforschools Ireland Promotingpracticalexperimentationamonginfrequentbicycleriders Spain HolbornUnlocked:cycleparking+wayfinding+placemaking=regeneration UnitedKingdom ASystematicanalysisofHealthrisksandphysicalActivityassociatedwithcycling Belgium PoliciES Vélomagg’,acomprehensiverangeof“cycleservices”asanintegralpartof France publictransport Bus/cyclelanesasacatalystfortherecyclingofstreets:AcasestudyofDublin,a Ireland “climber”city. Ongoingresearch:DevelopingaSpatialMultimodalNetworkModeltoAssess TheNetherlands (Potential)BicycleͲBusIntegrationLevelinMultimodalTrips BicycletaxiinKampala,Uganda,Africa Uganda Thenew“Ambicia’t”publicbicyclesysteminthecityGranollers Spain IntegratingCyclingwithPublicTransportThroughEffectiveUseofExisting UnitedKingdom Resources Tocycleornottocycle:makingdailychoicesinurbanenvironments UnitedKingdom Cyclingmobilityinhillycities:thefoldingbikes+localtransitsolution Italy CCBSͲBikeSharingTownsClub:theItalianexperience Italy TwoͲwheelersIntermodalSystem:contributingtoimprovetheconditionsof France travelinruralandsparselypopulatedsuburbsbysettingupsecuredtwoͲ wheelersparkinginsmallrailwaystationsandnearbusstops. FreebicyclesinNantes France U.S.BICYCLEANDPEDESTRIANDOCUMENTATIONPROGRAM:EstimatingBicycles US andPedestriansBasedonFacts PlanningbikeparksinthehistoricalcityofBruges. Belgium Apermanentdistrictcycletrainingcircuit Belgium Ciclopoli Italy Mobike Belgium Biketowork Belgium Alternativeworkingpunishment–reͲeducationontheroad Belgium GettingmorepeoplecyclingͲHowdoweachievebehaviourchange? UnitedKingdom Catchingthecycletraintoschool Belgium CastͲproject Belgium CyclingͲTrackHotlineImprovestheSafetyofCyclistsinFlanders Belgium

Postertitle



CAST REPORTING TOOL

HeinerMonheim WouterFlorizoone WouterFlorizoone AndySalkeld JolandavanOijen HirotakaKoike

56Ͳ60 61 62 63 64 65 SeigneretCatherine

MartinvanMaarseveen

66 67

100

93 94 95 96 97 98 99

91 92

87 88 89 90

85 86

84

81 82 83

74 75 76 77 78 79 80

73

71 72

70

69

Postertitle

TheroleofbicycleͲleasingformobilitymanagementschemes CycleSkillsNetworkAudit KOPRIVNICAͲCITYTRANSFORMEDBYBICYCLES BikeDoctorEvents LivinglifeinthecyclelaneͲcreatingagenerationofconfidentcyclistsinNew Zealand RADLUSTͲaGermanMotivationCampeignanditsprogress ikKyotoͲasuccesfullcommutertransportcampaigninFlanders 3millionBelgiansringtheirbikebelltogoforshopping Bikes4AllͲBikeRecyclinginLeicester MarketOrientedBicyclePolicy

Country

Germany Belgium Belgium UnitedKingdom TheNetherlands Japan

Germany UnitedKingdom Hungary UnitedKingdom NewZealand

DevelopmentofBicycleMapShowingSafetyandComfortofRoadEnvironment TheResourceCentreofPignonsurRue,Informationandadviceonmobilityfor France everyone,inLyonandontheweb THECYCLINGACADEMICNETWORK,Aresearchagendatosupportcycling TheNetherlands inclusiveplanning. Towhatextentdoesabicyclefriendlyspatialplanningencouragepeopletouse TheNetherlands HansNijland thebicycleinsteadofothermeansoftransport? TimJones ToWhatExtentDoesResidentialProximitytoUrbanTrafficͲFreePathsGet UnitedKingdom PeopleonBicycles? Whatcitydoyouwant! TonnyBosch TheNetherlands Anderlecht,cyclepathcommuneofBrussels.AreͲcyclingconventionbetween Belgium AgnesLoonis localauthorityandcyclists’organizations. ModellingtheInterͲRelationshipsbetweenUrbanFormandtheNeighbourhood TheNetherlands DeepthiDurgi TravelBehaviour ChrisBrouwers Afairytail:cycleͲhighͲwaysintotheheartofAntwerp Belgium ReͲCyclingMelbourne–ACityontheThreshold. AnthonyBarton Australia Whatmakesaneighbourhoodbikeable?FindingsofaCanadianStudy Canada MeghanWinters PARENTALTAXIinitiativeͲ"Getout,geton,getmoving!" NadineKrieger Germany Interactionsbetweenhealth,economy,andtransport.Systemicscheme. JeanͲLucSaladin France TheeconomiceffectsofcyclinginAustria MartinEder Austria Quantifyingthedeterminantsofbicycleuse.Ageostatisticalapproachfor GregoryVandenbulck Belgium Belgium. DeVeloCities–countrieswithdevelopingcyclingculture Hungary JánosLászló EnsuringtheSafetyandUsabilityofCyclingSchemes SteveCardno UnitedKingdom CommuterCycleRouteHucknallRoad,Nottingham,UKͲDevelopmentand SteveBrewer UnitedKingdom Delivery Theroleofcyclingintheprocessofsocialcohesionandsustainablecity daggerston TheNetherlands developmentinmetropolitanareasintegratedinprogrammescofinancedbythe EuropeanUnion.CasesfromLatinAmerica,Europe,AfricaandAsia. CyclingHelsinki MattiHirvonen Finland THEBICYCLEPARTNERSHIPPROGRAMANDGRASSROOTSBICYCLEADVOCACY GiselleXavier Brasil GROUPS:THEEXPERIENCEOFVIACICLO,FLORIANÓPOLIS,SOUTHERNBRASIL AlessandroMeggiato ReggioaPedali Italy Hove,EdegemandMortsel(HEM):thegoldentriangleforthebicycle DirkDeWeerdt Belgium YotamAvizoharandAmyLipman Cyclesofchange:PromotingcyclingasamodeoftransportinIsrael Israel VELOCITY&VELOMONDIALCONFERENCES;INTERNATIONALCOOPERATION GiselleXavier Brasil PROGRAMSANDCYCLINGINFLORIANÓPOLIS,SOUTHERNBRASIL takeiteasy KlausSchröder Germany RobertLogie Italy "Canyouaffordtothinkabouturbanmobilitywithoutthinkingoffoldingbikes?" HumanPoweredVehiculesandVelomobiles:improvingbicycleefficiency JeanͲCharlesGosselin France YvesBertin HONEY,ISHRUNKTHECITYorTheSuburban...Velomobile France Innovativetoolsforbicyclepromotion:AwebͲbasedbicycletripplanningtool MeghanWinters Canada BikeͲrailintegrationasameansofreducingcardependence HenriettaSherwin UnitedKingdom CyclewaymaintenanceinSweden AnnaNiska Sweden Reductionofbicyclistinjuriesandfatalitiesbybetterdesignedcars TheoZeegers TheNetherlands TheuseofbicyclesinGermany,Netherlands&Denmark–Acomparisonof Germany IngoFroboese individualmotivation&utilization Evarim,effectsofelectricbicyclesonsustainablecitydevelopment.Anew daggerston TheNetherlands impulseandinnovationorathreadforthecyclingmovement?

GretaWieskotten MarkStrong HelenaHecimovic RogerStocker GerryDance

posternumber 50Ͳ51 52 53 54 55

Author

www.cast-eu.org


THANK YOU!

Coordinator

Partners:

Author

106 107 108

102 103 104 105

JulienAllaire EmeseMAKO FENERONDidier

KeltieCraig MarilynJohnson BerrydeJong adamthorpe

JohanDiepens

more general knowledge of road safety campaigns

development of new campaign strategies

identification of succes factors

easier accessible and adequate campaign information more relevant, high quality campaign evaluation data valuable information for conducting meta-analyses

Standardised structure for evaluation reports

TheNetherlands

Country

PITSTOP, de enige remedie bij slaperigheid achter het stuur. Vergeet open raampjes, luide muziek, power drinks en andere lapmiddeltjes. 15 minuten pitten, even stretchen en je kan weer veilig op weg. Voorkom een nachtmerrie en neem tijd voor een PITSTOP! De volledige campagne en je gratis PITSTOPpakket vind je op www.pitstop.be

REPORTING TOOL

Canada Stayinginthelines:acomparisonofdriverinteractionwithcyclinginfrastructureaAustralia PedelecPowertothePeople TheNetherlands Bikeoff.orgͲdesignresourcesgeneratedtocommunicateresearchfindingsto UnitedKingdom designersandpolicymakerswhenconsideringcycleparkinginfrastructure. L'heureuxcyclage,anetworkofreͲcyclingworkshopsinFrance France PerceptionofvariouscycleroutesamongHungariancyclists Hungary VeloFranco:aninternationalnetworkofFrenchͲspeakingcyclingͲfriendlycities France

Pedelecsselllikehotcakes.Whataretheeffectsandhowdoauthoritiesinthe Netherlandsreact? ATwoͲWheeledDancewiththeCity

Postertitle

101



Before and after measurements If possible define control/comparison group

How to measure?

Always measure campaign exposure Campaign objectives + behaviour

What to measure?

Minimum standards for an evaluation study

EVALUATION TOOL



Formulate unambiguous, credible and clear message


Base the campaign strategy on a theoretical model



General recommendations for successful campaigns

MANUAL

For campaign makers, practitioners, decision makers, researchers...

3 PRACTICAL TOOLS

Enhancement of road safety by means of effective public awareness campaigns Clear guidelines for designing, implementing and evaluating road safety campaigns Developing a tool for conducting proper effectiveness evaluations

AIMS

How to conduct effective campaigns? How to measure their effectiveness?

Project co-financed by the European Commission - Directorate General Energy and Transport

Campaign and Awareness-raising Strategies in Traffic safety

Contact: A. Boulanger, BIVV-IBSR: [email protected]

www.cast-eu.org

posternumber

Belgisch Instituut voor de Verkeersveiligheid vzw - Haachtsesteenweg 1405 - 1130 Brussel - Verantw. Uitg. P. DERWEDUWEN - Vrij van zegel

• Detailed manual to design, implement and evaluate road safety campaigns • Based on existing research and findings from CAST • For campaign practitioners and anybody involved in road safety campaigns

CAST Manual

During the workshop the following topic areas will be covered: 1. The European Commission’s policy on road safety research, with emphasis on the media campaigns, and the CAST project 2. The CAST project added value in the design and evaluation of road safety media campaigns 3. The CAST campaigns, implemented during the project lifecycle, specifically, the Greek road safety campaign (Eyes on the Road campaign, with the slogan: “Sleep but not at the wheel”), and the Belgian road safety campaign (“Pit Stop” campaign) 4. The road safety actions implemented by bodies activated in road safety in Greece 5. The different perspectives on the effectiveness of road safety campaigns, by a panel of experts in the domain

The aim of the workshop is to inform the public and private bodies who are active in the field of road safety, for the implementation and evaluation of road safety campaigns, as it has been suggested by the research project CAST.

The Road Safety Workshop entitled « Road Safety Awareness – Raising Campaigns » is organized within the context of the European Research Project CAST (Campaigns and Awareness-raising Strategies in Traffic safety), by the Transportation Engineering Laboratory of the University of Thessaly in cooperation with the TEE (Technical Chamber of Greece), Magnesia Chapter. The workshop will take place in Volos, on the 22nd of May 2009 at the TEE (Technical Chamber of Greece) building, November 2nd and Xenofontos str.

CAST Workshop «Road Safety Awareness – Raising Campaigns»

Workshop schedule Registration - Coffee What is CAST about? A project overview. Ankatrien Boulanger, Belgian Road Safety Institute. The CAST Manual: Steps and recommendations to build a successful road safety campaign. Werner De Dobbeleer, Belgian Road Safety Institute. Road Safety Action «eyes on the road»: Design, Implementation, Evaluation. Teti Nathanail, Giannis Adamos, University of Thessaly. Coffee break Welcome greetings The effects of sleepiness on driving. Venetia Tsara, Paschalis Steiropoulos, Hellenic Sleep Disorder Centre. Actions and suggestions of the Institute of Transport. Yiorgos Giannopoulos, Dimitris Margaritis, Hellenic Institute of Trasport - Centre of Research and Technology, Hellas. Road Safety Institute (I.O.AS. «Panos Mylonas»). Informative actions on road safety. Vasiliki Danelli - Mylona, I.O.AS. «Panos Mylonas». Actions and perspectives of the Hellenic Institute of Trasportation Engineers on road safety. Constantinos Antoniou, Hellenic Institute of Trasportation Engineers. Lunch break Actions of the Road Safety Observatory, Technical Chamber of Greece. Ioanna Karakaidou, Road Safety Observatory, Technical Chamber of Greece. Road safety campaigns and the Attiki Odos motorway. Pantelis Kopelias, Attiki Odos motorway. Road safety campaigns and the Rion-Antirrion Bridge motorway. Panayiotis Papanikolas, Gefyra Rio - Antirrio. Coffee break Round table discussion Closure

– Recommendations to build successful campaigns

– Step-by-step guide for designing, implementing and evaluating road safety communication campaigns

2/ Practical guidelines

– Road user behaviour, marketing factors, key elements of successful campaigns, evaluation,…

1/ Theory and background

CAST Manual – content

15.20 – 15.50 16.00 – 17.00 17.30

15.00 – 15.20

14.40 – 15.00

13.20 – 14.20 14.20 – 14.40

13.00 – 13.20

12.40 – 13.00

12.20 – 12.40

11.00 – 11.30 11.30 – 12.00 12.00 – 12.20

10.40 – 11.00

10.20 – 10.40

9.00 – 10.00 10.00 – 10.20

Cast Workshop Awareness – Raising Road Safety Campaigns.

CAST Workshop Volos, 22 May 2009

Getting started Situation analysis Designing the campaign and the evaluation Before-measurement and campaign implementation 5. Completing the evaluation and drawing conclusions 6. Writing a final report

1. 2. 3. 4.

Campaign cycle: 6 steps


Belgian Road Safety Institute (IBSR-BIVV)

Werner DE DOBBELEER

The CAST Manual: Steps and recommendations to build a successful road safety campaign

– best remedy: 15 minutes of sleep (“powernap”)

• 17 h awake = 0,05 BAC

– fatigue increases crash risk

• over 50% of private drivers at least 1x/year • young drivers & professional drivers: increased risk

• high risk group due to lifestyle • more vulnerable to effects of fatigue

– 18-25 year old car drivers, mainly men

• Recommendation: select a specific target audience

• Literature review: fatigue (ERSO)

1/3 do not know how to reduce fatigue

popular countermeasures: fresh air, music, short break, coffee

self-reported behaviour: 1/3 has driven while too tired during last year (especially men, 18-34 aged, professional drivers, social upper class)

• knowledge of general risk is OK • personal risk apprehension is not always present • knowledge is applied for long journeys, not for short distances / known itineraries • problem concentrated in early morning (after night out) • main motivation: get home asap to sleep > emotional + socially influenced • social threshold for safe behaviour should be removed

– Qualitative pilot study, 20 car drivers, 18-25 y.o.: personal perceptions and motivations

• Main behaviour predictors for target audience

Step 2: Situation analysis

•

•

•


– fatigue deteriorates driving behaviour – fatigue is quite frequent

More information needed -> survey (615 car drivers, Belgium) – Results:

–

risk perception: fatigue = 4th most important accident factor (after speeding, alcohol, drugs)

International studies: fatigue is major factor in 10 to 20 % of accidents, growing awareness

–

•

Belgium: no registration of fatigue as accident factor

–

Recommendation: base the campaign on statistics and research

– IBSR-BIVV (Belgium)

•

Step 1: Getting started

– UTh (Greece)

• Partners


• Where?

– theme: fatigue

– practical test of the manual

– according to CAST guidelines and recommendations

– design and implement a road safety campaign

• What?

CAST campaigns


1. Base the campaign on statistics and research 2. Select a specific target audience 3. Base the campaign strategy on behavioural change theory 4. Formulate specific objectives 5. Formulate an unambigous, credible and clear message 6. Ensure rigorous evaluation 7. Publish the results and conclusions

General recommendations

– Central message: “if you feel tired, take a 15 minute powernap” – Campaign title: PITSTOP (> link with Formula 1 races: pitstop to refuel with energy) – Campaign slogan: “PITSTOP. The only remedy against fatigue behind the wheel.”

• Recommendation: formulate unambigous, credible and clear message

Step 3: Campaign design

– Protection Motivation Theory (PMT): motivation for safe behaviour is linked to personal appraisal of threat and possible coping solutions

• Recommendation: base campaign strategy on behavioural change theory


• 12 Nov – 15 Dec 2008 • small posters in youth clubs, schools, libraries,… • radio spots on youngsters' stations, weekend nights, 4 weeks • information leaflet distributed through IBSR network

Step 4: Campaign implementation

• increasing response efficiency > provide knowledge about effective countermeasure (powernap) • decreasing response costs > remove social barriers to perform safe behaviour

– increase coping appraisal by

• influencing beliefs on personal vulnerability

– increase threat appraisal by

• Campaign strategy:


– Information on fatigue and effective solutions – Online game on fatigue

• PITSTOP website


• Decrease other solutions or keep driving

• Increase powernap behaviour

– Self-reported behaviour

• Decrease intention to choose other solutions or keep driving

• Increase intention to take powernap (protection motivation)

– Behavioural intentions

• Increase personal risk perception (vulnerability)

• Decrease beliefs on other solutions, getting home asap, opinions of friends and family (response efficiency, response costs)

– Beliefs

• Increase knowledge of effective solution (response efficiency)

– Knowledge

• Recommendation: formulate specific objectives


22%

21%

24%

15%

13%

5%

Short break

Fresh air

Talk to passengers

Radio

Coffee

BEFORE

Other remedies (18-25, N=598)

• Beliefs

Pitstop

5%

11%

12%

18%

24%

AFTER

30%

Safe parking place could convince me to take a PITSTOP

68%

47%

59%

Friends/family expect me to take a PITSTOP I will take a PITSTOP even if friends/family disapprove

56%

Getting home asap is most important

BEFORE

72%

50%

58%

55%

AFTER

32%

70%

BEFORE

I am a better driver 24% than others, even when tired

I run less risk than others

Fatigue increases accident risk

(18-25, N=598)

AFTER

(18-25, N=598)

Best remedy = PITSTOP (18-25, N=598)

BEFORE

• Beliefs / Risk perception

• Beliefs

• Knowledge

27%

27%

73%

AFTER

Step 5: Results and conclusions

– 33 % remember at least 1 campaign element (18-25, N=598) – Radio spot: 60% - website: 14% - pitstop gadgets: 12%

• Recall

– 1750 radio spots, 20.000 leaflets, 15.000 posters, 15.000 door hangers, 10.000 Pitstop gadgets distributed – Website: 25.000 unique visitors – 14 field actions

• Recommendation: Publish results and conclusions • Exposure



– Method: before / after measurement (online survey, quasi-experimental design with comparison group)

• Knowledge (> response efficiency) • Beliefs (> response efficiency, response costs, severity, vulnerability) • Behavioural intentions (> protection motivation) • Self-reported behaviour

– outcome evaluation:

• objective exposure (number of messages distributed) • subjective exposure (number of messages received in target audience)

– process evaluation:

– formative evaluation: qualitative pre-test

• Recommendation: Ensure rigorous evaluation

Step 4: Evaluation


– Petrol stations – Discotheques and nightclubs

• Field actions: distribution of PITSTOP gadgets by IBSR volunteer network


21%

36%

PITSTOP

Fresh air / radio / talk to passengers

32%

24%

[email protected]

THANK YOU!

27%

Short break

AFTER

BEFORE

39%

10%

AFTER

53%

37%

10%


Volos 22 May 2009


What is CAST about? A project overview

Not applicable because 51% not tired

No

Yes

I have taken a PITSTOP during last month…

Next time I feel tired…

24%

(18-25, N=598)

BEFORE

• Self reported behaviour

(18-25, N=598)

Steps 5: Results and conclusions

• Behavioural intentions


High recall rate (mainly radio) Increased knowledge of effective remedy Partial decrease in wrong beliefs on other remedies Increased personal vulnerability Partial decrease in behavioural intentions on other remedies


¾ End: 31 July 2009







CAST?

– Focus on personal motivations / social threshold – Focus on safe places for PITSTOP

• Lessons for future campaigns

– – – – –

• Conclusions

Steps 5: Results and conclusions

IBSR/BIVV- Belgium




Main aims of CAST

Coordinator


Consortium






Final Conference

RfSF - Denmark

VTI - Sweden

ULFF - Slovenia

PRP - Portugal

IBDiM - Poland



DTU - Denmark

BfU - Switzerland

ISEC - Portugal

UTh - Greece

BASt - Germany

TØI - Norway




SIPSiVi - Italy

IMOB - Belgium

FACTUM - Austria

Partners

•

•

•


Partners


Where?


What?










¾ CAST database

QUESTIONS:




CAST MANUAL


¾ Limitations


¾ Meta-analysis?





I II III IV

3

3


CAST MANUAL




ANSWERS:





How to measure?


What to measure?












CAST REPORTING TOOL



www.cast-eu.org


THANK YOU!



Each campaign element has its particular implication for the evaluation



Mancare un’uscita

Applicazione errata del Codice della Strada

•

•

Inesperienza

Distrazione e disattenzione

Età e personalità

Stato mentale (affaticamento)

•

•

•

•

Roma, 15 giugno 2009

Caratteristiche del compito

•

Modificate da:

Dimenticare di guardare

•

Azioni non intenzionali


Final Conference

Azioni Pericolose

Final Conference

Mancanza No precautions di precauzione Traffic violations Trasgressione delle regole del Codice della Strada

Conoscenza

Motivazione

Personalità ed età

Genere

Stato mentale (aggressività)

•

•

•

•

•

Modificate da:

• •

•

Intended Azioni intenzionali Actions


CAST Final Conference Rome 15 Giugno 2009

Cosa c’è in te che ti fa agire così pericolosamente? Cosa è che ti spinge a correre tutti questi rischi?

Final Conference


Final Conference

1. ...sotto l’influenza di alcol, droghe e farmaci 2. ...oltre i limiti di velocità 3. ...senza allacciare la cintura di sicurezza/seggiolini per bambini 4. ...in moto/bici senza casco 5. ...in bici senza luci/catarinfrangenti al buio

Quanti di voi non hanno mai guidato...

Domanda: ma voi agite in maniera pericolosa intenzionalmente?



CAST Final Conference Rome 15 Giugno 2009

...e una campagna può cambiare quel “qualcosa”……?


Final Conference

1) ...posizionato correttamente il poggiatesta (passeggero e conducente) 2) ...utilizzato dispositivi ad alta visibilità (pedone) 3) ...guidato in stato di stanchezza fisica e mentale 4) ...guidato in stato di distrazione/sovrapensiero 5) ...considerato il livello di sicurezza dell’auto al momento dell’acquisto (EuroNcap 5 stelle)

Quanti di voi non hanno mai...

Domanda: ma voi agite in maniera pericolosa intenzionalmente?

Final Conference

Domanda: quali sono i limiti e le potenzialità delle campagne?

Conclusioni: ridurre le azioni umane pericolose per migliorare la sicurezza

*Sabey&Tailor (1980)

– Il 65% degli incidenti vede una responsabilità diretta – Il 96% degli incidenti vede un ruolo di concausa

Azioni Umane Pericolose (Human unsafe acts* )


•

•

•

Human Unsafe Acts

Mancare un’uscita

Applicazione errata del Codice della Strada

•

•

Distrazione e disattenzione

Età e personalità

Stato mentale (affaticamento)

•

•

•

efficacia non obbligatori •Regole principali non basate su sicurezza

• specchietti ad alta


• incrociare utenti vulnerabili con veicoli pesanti

Infrastruttura ed ambiente stradale

Evoluzione di un errore latente

veicolo

Final Conference

• compito di guida molto complesso

• potenzialità di conseguenze gravi

Personalià ed età

Genere

Stato mentale (aggressività)

•

•

•

Bassa percezione dei pericoli del ciclista

Errori Violazioni

• il ciclista non viene visto • al ciclista non viene concessa la precedenza (violazione/errore?)

Motivazione

•

Altri utenti della strada

Conoscenza

•

Azioni Azioni Pericolose Pericolose

Mancanza No precautions di precauzione Traffic violations Trasgressione delle regole del Codice della Strada

Modificate da:

• •

•

Intended Azioni intenzionali Actions

Utente della strada

Final Conference

• bassa visuale

Quadro legislativo, nomativa per la patente e il sistema di controllo

Inesperienza

•


Caratteristiche del compito

•

Modificate da:

Dimenticare di guardare

•

Azioni non intenzionali

Azioni Pericolose



Errore latente



Utente della strada

Individuale Individuale

Final Conference

veicolo

Final Conference

Errori Violazioni

Azioni Azioni pericolose pericolose

incidente !! + Ferito grave/decesso


Sociale Sociale

• Le azioni umane pericolose non intenzionali sono difficili da eliminare.

• non è progettato tenendo conto di tutti i criteri di sicurezza

• Il traffico stradale oggi è intrinsecamente pericoloso

Un approccio sistematico di Sicurezza Stradale


veicolo


Final Conference

• Informare/ formare conducente veicolo pesante


Sociale Sociale

2008

Utente della strada


Final Conference

• Informare/formare ciclista


Errore latente


1958

Errori Violazioni


Come percepiamo il pericolo?



Utente della strada

Final Conference

veicolo



Sociale Sociale

Errori Violazioni


- 63%

•Incroci-> rotatorie

Final Conference

- 25%

•80 ->60 zone



- 22%

• 50->30 zone

Effetti di un approccio sistematico di sicurezza






Quadro legislativo, nomativa per la patente e il sistema di controllo Utente della strada


Scelta di andare veloce conducente (violazione)

Utente della strada

Final Conference

veicolo


Final Conference

veicolo

Errori Violazioni


Scarsa capacità di anticipazione di un evento imprevisto (slip)


Sociale Sociale

Distrazione (laps)

Errori Violazioni


Campagne dirette a Cambiamento comportamentale


Sociale Sociale

Campagne dirette a Approccio sistematico di sicurezza

Final Conference


Final Conference

• Violazioni intenzionali????

• errori e distrazioni non intenzionali

• Il traffico è intrinsecamente pericoloso

In conclusione: perchè ci comportiamo in maniera così pericolosa?


• Rinforzare atteggiamenti positivi

• Sviluppare l’accettazione di nuove misure/provvedimenti

• Accrescere la consapevolezza di un problema

Ruolo delle campagne (sistema di sicurezza)

Final Conference



Base the campaign strategy on behavioural change theory


Formulate an unambigous, credible and clear message


Publish the results and conclusions

1.

2.

3.

4.

5.

6.

7.

CAST recommendations to design, implement and evaluate road safety campaigns


– Stimolare azioni di precauzione – Stimolare il rispetto delle regole del CdS

• Azioni pericolose intenzionali

– Aumentare la consapevolezza del problema – Aumentare l’accettazione delle misure – Rinforzare atteggiamenti positivi

• Azioni pericolose non intenzionali

Come può contribuire una campagna?

CAST Conference Rome, 15 June 2009

•

risk perception: fatigue = 4th most important accident factor (after speeding, alcohol, drugs) self-reported behaviour: 1/3 has driven while too tired during last year (especially men, 18-34 aged, professional drivers, social upper class) popular countermeasures: fresh air, music, short break, coffee 1/3 do not know how to reduce fatigue

• •

• •

More information needed -> survey (615 car drivers, Belgium) – Results:

International studies: fatigue is major factor in 10 to 20 % of accidents, growing awareness

– –

Belgium: no registration of fatigue as accident factor

–

Recommendation: base the campaign on statistics and research

Situation analysis


Belgian Road Safety Institute (IBSR-BIVV)

Werner DE DOBBELEER

Effects of road safety campaigns: the PITSTOP campaign against fatigue behind the wheel

– best remedy: 15 minutes of sleep (“powernap”)

• 17 h awake = 0,05 BAC



– fatigue deteriorates driving behaviour – fatigue is quite frequent

• Literature review: fatigue (ERSO)

Situation analysis

• Belgian case: the PITSTOP campaign


• Where?

– theme: fatigue

– practical test of the manual

– according to CAST guidelines and recommendations

– design and implement a road safety campaign

• What?

CAST campaigns

• increasing response efficiency > provide knowledge about effective countermeasure (powernap) • decreasing response costs > remove social barriers to perform safe behaviour




• Campaign strategy:

Campaign design

• high risk group due to lifestyle • more vulnerable to effects of fatigue


• Recommendation: select a specific target audience

Situation analysis

• Decrease other solutions or keep driving

• Increase powernap behaviour


• Decrease intention to choose other solutions or keep driving

• Increase intention to take powernap (protection motivation)

– Behavioural intentions

• Increase personal risk perception (vulnerability)

• Decrease beliefs on other solutions, getting home asap, opinions of friends and family (response efficiency, response costs)

– Beliefs

• Increase knowledge of effective solution (response efficiency)

– Knowledge

• Recommendation: formulate specific objectives

Campaign design

• knowledge of general risk is OK • personal risk apprehension is not always present • knowledge is applied for long journeys, not for short distances / known itineraries • problem concentrated in early morning (after night out) • main motivation: get home asap to sleep > emotional + socially influenced • social threshold for safe behaviour should be removed

– Qualitative pilot study, 20 car drivers, 18-25 y.o.: personal perceptions and motivations


Situation analysis

– Central message: “if you feel tired, take a 15 minute powernap” – Campaign title: PITSTOP (> link with Formula 1 races: pitstop to refuel with energy) – Campaign slogan: “PITSTOP. The only remedy against fatigue behind the wheel.”

• Recommendation: formulate unambigous, credible and clear message

Campaign design


• Recommendation: base campaign strategy on behavioural change theory

Situation analysis

– Method: before / after measurement (online survey, quasi-experimental design with comparison group)

• Knowledge (> response efficiency) • Beliefs (> response efficiency, response costs, severity, vulnerability) • Behavioural intentions (> protection motivation) • Self-reported behaviour


• objective exposure (number of messages distributed) • subjective exposure (number of messages received in target audience)



• Recommendation: Ensure rigorous evaluation

Evaluation types and methods

• 12 Nov – 15 Dec 2008 • small posters in youth clubs, schools, libraries,… • radio spots on youngsters' stations, weekend nights, 4 weeks • information leaflet distributed through IBSR network

Campaign implementation

– 33 % remember at least 1 campaign element (18-25, N=598) – Radio spot: 60% - website: 14% - pitstop gadgets: 12%

• Recall

– 1750 radio spots, 20.000 leaflets, 15.000 posters, 15.000 door hangers, 10.000 Pitstop gadgets distributed – Website: 25.000 unique visitors – 14 field actions

• Exposure

Evaluation results

– Information on fatigue and effective solutions – Online game on fatigue

• PITSTOP website


BEFORE 22%

AFTER 30%

13% 5%

Coffee

15%

Talk to passengers Radio

24%

Fresh air

BEFORE 21%

Short break

(18-25, N=598)

5%

11%

12%

18%

24%

AFTER

• Beliefs regarding other remedies

Pitstop

Best remedy = PITSTOP (18-25, N=598)

• Knowledge

Evaluation results

– Petrol stations – Discotheques and nightclubs

• Field actions: distribution of PITSTOP gadgets by IBSR volunteer network


59%

47%

68%

Friends/family expect me to take a PITSTOP

I will take a PITSTOP even if friends/family disapprove

Safe parking place could convince me to take a PITSTOP

72%

50%

58%

55%

37%

53%

39%

No

Not applicable because 51% not tired

10%

10%

AFTER

Yes

BEFORE

No significant change

I have taken a PITSTOP during last month…

(18-25, N=598)

• Self reported behaviour

Evaluation results

56%

Getting home asap is most important

AFTER

27%

I am a better driver 24% than others, even when tired


– Focus on personal motivations / social threshold – Focus on safe places for PITSTOP

• Lessons for future campaigns

Æ YES YOU CAN evaluate road safety campaigns! Æ YES YOU CAN have results even with 1 single campaign!

– – – – –

• Conclusions

Conclusions

27%

32%

I run less risk than others

73%

70%

AFTER


BEFORE

(18-25, N=598)

BEFORE

• Beliefs / Risk perception

(18-25, N=598) – No significant change

Evaluation results

• Beliefs regarding PITSTOP solution

Evaluation results

AFTER

32%

24%

24%

[email protected]

THANK YOU!

36%

21%

PITSTOP

Fresh air / radio / talk to passengers

27%

Short break

BEFORE

Next time I feel tired…

(18-25, N=598)

• Behavioural intentions

Evaluation results


DTU - Denmark

BfU - Switzerland

ISEC - Portugal

UTh - Greece

BASt - Germany

Final Conference

RfSF - Denmark

VTI - Sweden

ULFF - Slovenia

PRP - Portugal

IBDiM - Poland

TØI - Norway



INRETS - France


SIPSiVi - Italy

IMOB - Belgium

FACTUM - Austria

Partners


Rome 15 June 2009


The CAST project




¾ End: 31 July 2009







CAST?

IBSR/BIVV- Belgium




Main aims of CAST

Coordinator


Consortium




CAST MANUAL




3


I II III IV

CAMPAIGN CYCLUS = 6 steps + RECOMMENDATIONS

CAST MANUAL

How well do they work? 3 Indications of success factors of road safety campaigns

Do road safety campaigns work?

¾ Questions/answers


¾ Meta-analysis?


¾ CAST database





Manual Evaluation tool Reporting tool

¾ Instruments for campaign practitioners







How to measure?


What to measure?





CAST REPORTING TOOL


www.cast-eu.org


THANK YOU!






DTU - Denmark

BfU - Switzerland

ISEC - Portugal

UTh - Greece

BASt - Germany

RfSF - Denmark

VTI - Sweden

ULFF - Slovenia

PRP - Portugal

IBDiM - Poland

TØI - Norway



INRETS - France


SIPSiVi - Italy

IMOB - Belgium

FACTUM - Austria

Partners


16 juni 2009 BRUSSEL


CAST antwoorden voor de verkeersveiligheidpraktijk

Effectief campagne voeren:






¾ Einde: 31 juli 2009





¾ Verkeersveiligheidcampagnes – gedragsverandering MAAR


CAST?

IBSR/BIVV- België

¾ Theoretische rapporten Weggebruikermodel Campagne-effecten en doorslaggevende factoren (meta-analyse) Theoretische achtergrondkennis communicatiecampagnes Indelingen verschillende types campagnes en hun evaluatiemethodologie Vergelijken onderzoeksdesigns


Coördinator


Consortium

¾ resultaten en conclusies bekendmaken

¾ rigoureus evalueren

¾ eenduidige, geloofwaardige en duidelijke boodschap formuleren

¾ specifieke doelstellingen formuleren

¾ campagnestrategie baseren op gedragsbeïnvloedingmodel

¾ specifieke doelgroep afbakenen

¾ campagne baseren op statistieken en onderzoek

AANBEVELINGEN SUCCESVOLLE CAMPAGNES

Werken verkeersveiligheidcampagnes? Hoe goed werken ze? Indicaties succesfactoren

¾ Vragen/antwoorden




¾ CAST database


• Praktisch advies om het effect van een campagne te meten op een grondige manier + voorbeeldvragen en specifieke evaluatievoorbeelden • Gebaseerd op Europees onderzoek en praktijkervaringen • Voor campagnemakers, onderzoekers…





¾ Voor campagnemakers, onderzoekers…

Campagneproces Evaluatie methodologie Campagneresultaten en conclusies

¾ Richtlijnen om het campagneproces en de evaluatieresultaten op een gestandaardiseerde en volledige manier te rapporteren ¾ Overzicht van een gestandaardiseerde structuur (‘template’)

CAST RAPPORT INSTRUMENT




CAST HANDBOEK

www.cast-eu.org


Hartelijk dank!





19.00 - 24.00

16.00 - 18.00

15.30 - 16.00

14.00 - 15.30

12.00 - 14.00

PRI’s 50th anniversary dinner cruise

Mr. L. Woltring (Netherlands), Advisor, Gender issues and Young people learning in traffic.

Mr. F. Lieshout (Switzerland), Technical Officer responsible for the development of the global youth network for road safety at the World Health Organization (WHO)

Mr. R. Trottein (France) President of L’Action de Sécurité Routière en Europe (LASER) in the UN road safety collaboration

Mr. F. Wegman (Netherlands), Director of the Dutch Road Safety Research Institute (SWOV)

Mr. J. Bangsgaard (England), Director of International Relations of the Federation International de l’Automobile (FIA) Foundation

Mrs. I. Kardacz (Belgium), Head of Road Safety Unit of the European Commission, DG Transport & Energy (EU)

Break

Mr. G. van Woerkom (Netherlands), General Director of the Dutch Tourist Club (ANWB).

Mrs. K. Peijs (Netherlands), Chairwoman of the Dutch Traffic Safety Association (VVN).

Mr. C. Eurlings (Netherlands), Minister of Transport, Public Works and Water Management for the Netherlands

Mr. H. Vervat (Netherlands), Alderman of the City of Rotterdam

Mr. J. Goos (Netherlands), President - la Prévention Routière Internationale (PRI): ‘Word of welcome and announcement of PRI World Congress resolution’.

Mrs. L. Dotulong and Mrs. N. Beyer

Opening and welcome by the chairwomen:

Registration and lunch

Wednesday 24 June

“Young people and innovative road safety solutions”, 24– 25 - 26 June 2009, Rotterdam, The Netherlands

11th PRI World Congress 2009

Programme

CAST campagne in België

15.45 - 17.00

15.15 - 15.45

14.00 - 15.15

12.30 - 14.00

11.00 - 12.30

10.30 - 11.00

09.00 – 10.30

Thursday 25 June

Chairman: Mr. H. Al Housani (United Arab Emirates) Mr. W. Vlakveld (Netherlands), Senior Researcher of the Dutch Road Safety Research Institute (SWOV) Mr. A. Chraibi (Morocco), General Secretary of the Comité National de

Traffic Safety Issues

Break

Chairman: Mr. Afif Frigui (Tunisia) Mrs. A. Krasnodemska (Ukraine), Vice-President Ukrainian Road Safety Association. (URSA) Mrs. J. Lacroix (Germany), Senior Staff Member International Relations German Road Safety Council (DVR). Mr. S. Anthony (United Kingdom), SA Screen Media Digivan Resource. Students of the College and the University of Groningen (Netherlands), with ‘Serious gaming’. Representative of MTV/TMF (Netherlands), strategy policy development.

Lifestyle and New media

Lunch

Mrs. B. Hajer (Tunisia), Researcher young people and road safety of the Association Tunisienne de la Prévention Routière (ATPR) Mr. C. Gradina (Romania), Associata Victimelor Accidentelor de Circulatie (AVAC). Mrs. M. Hernándes-Sánchez (Cuba), Medical Doctor specializing in Children and Teenagers Health and Traffic from the National Institute of Hygiene, Epidemiology and Microbiology

Chairman: Mr. M. Järvinen (Finland) Mrs. I. Diaconu (Romania), Program Coordinator for Romania of the Global Road Safety Partnership (GRSP). Mr. R. Rakgoale (South Africa), Chief Executive Officer Road of the Road Traffic Management Corporation (RTMC). Mr. A. Silveira (Argentina), President of Luchemos por La Vida (‘Let’s fight for life’).

Best practices (road safety ambassadors/gender approach)

Break

Mr. D. Verhoeven (Belgium), Senior Advisor Communication Department of Flemish Ministry of Transport.

Mrs. S. Forward ( Sweden ), Researcher of the Swedish National Road and Transport Research Institute (VTI). Mrs. I. Buuron (Netherlands), Coordinator Children and Young people of the Dutch Institute for Consumer Safety.

Mrs. A. Boulanger (Belgium), Researcher of the Belgium Institute for Road Safety (BIVV) and project manager CAST-project. Mr. A. van Schepen (Netherlands), Senior Staff Member Drink and Drive Programme, Dutch Traffic Safety Association (VVN).

Campaigns (structure, models and manual/communication with visualisations and images).

Kick off by Mr. C. Wildervanck (Netherlands), traffic psychologist, the PaauwenPen Producten.

Chairman: Mr. P. Gustin (France)


Drinks reception at Rotterdam City Hall

PRI General Meeting (for PRI Members only) VAMOS meeting (for current and new VAMOS members)

14.30 – 16.30 16.45 – 18.00

Coordinator

IBSR/BIVV- Belgium


Consortium

Lunch

Mr. J. Goos (Netherlands), PRI president “Congress resolution”.

Resolution

Mrs. K. Verdel (Netherlands), Campaign strategist and media specialist and former staff member of the Obama campaign team.

Chairman: Mr. J. Trigoso, (Portugal) Mr. T. Vanderbilt (USA), publicist. Mr. A. Avenoso (Belgium), Executive Director European Transport Safety Council (ETSC). Mr. A. Pearce (Switzerland), Managing Director Global Road Safety Partnership (GRSP)

International Agenda Setting (Closing session)

Break

A film will be shown: ‘Twist your world’

13.00 – 14.00

12.45 – 13.00

11.30 - 12.45

11.00 - 11.30

09.00 - 11.00 Mrs. M. Bronsema (Netherlands) TeamAlert and YourWorld work shop. Parallel session 2 Title: ‘Enter our way’. How to communicate between young people and adults to make roads safer for young people.

Mr. B. Žlender, project manager (Slovenia) Mr. J. Vandaele (Belgium) Mrs. Piippa and Mrs. Tuomikoski (Finland) Mr. J. Trigoso (Portugal) Mrs. R. Toutouza (Greece) Mr. K. Meliska (Slovakia) Mrs. M. Markl (Slovenia) Mrs. N. Dajani (Jordan) Mr. W. Gielingh (Netherlands)

Chairman: Mr. P. Derweduwen (Belgium) VAMOS project, a joint PRI – EU project aimed at involving volunteers in Parallel session 1 road safety projects showing results after 3 years VAMOS project.

09.00 - 11.00

Friday 26 June

18.00 - 19.00

Prévention des Accidents de la Circulation (CNPAC). Mr. K. Kulanthayan (Malaysia), Senior Lecturer at Department of Community Health, Faculty of Medicine and Health Sciences Faculty of Engineering Mr. A. Fantoma (Italy), Head Department of Youth - Council of Ministers - Alcohol and Drugs Mr. A. Mahjoub (Tunisia), President of Scientific Committee of the Association Tunisienne de la Prévention Routière (ATPR)


DTU - Denmark

BfU - Switzerland

ISEC - Portugal

UTh - Greece

BASt - Germany

Final Conference

RfSF - Denmark

VTI - Sweden

ULFF - Slovenia

PRP - Portugal

IBDiM - Poland

TØI - Norway




SIPSiVi - Italy

IMOB - Belgium

FACTUM - Austria

Partners


Rotterdam 25 June 2009

CAST coordinator BIVV-IBSR

Ankatrien Boulanger

successful road safety campaigns

The CAST project:




Main aims of CAST


¾ End: 31 July 2009


Need for clear guidelines!

How to measure the effectiveness?

How to conduct effective campaigns?



CAST?



¾ A template (boxes to fill out) to write down in a standardised structure

¾ Guidelines for fieldworkers and researchers for reporting the campaign and its effects in a standardised way

¾ FINAL STEP – report and disseminate results

CAST REPORTING TOOL






¾ Belgian case: the PITSTOP campaign

Belgium and Greece

¾ Where?

design and implement a road safety campaign according to CAST guidelines and recommendations practical test of the manual theme: fatigue

¾ What?

CAST campaigns

¾ For campaign makers, practitioners, decision makers, researchers…

Theory & background Practice – 6 steps Recommendations

¾ Practical and detailed guidelines for the design, implementation and evaluation of successful road safety campaigns ¾ Based on research in Europe, practical experiences of campaigners and advertising agencies, and CAST results

CAST MANUAL


I II III IV


CAST MANUAL

¾ Based on research in Europe, practical experiences of campaigners and researchers ¾ For campaign makers, practitioners, researchers…

ready to use questions and specific examples information on research designs, data collection techniques and measurement variables minimum standards

¾ Practical advice to enable a proper effectiveness evaluation study of a campaign


small posters in youth clubs, schools, libraries,… radio spots on youngsters' stations, weekend nights, 4 weeks information leaflet distributed through IBSR network campaign website (information on fatigue and effective solutions + online game on fatigue) field actions: distribution of PITSTOP gadgets by IBSR volunteer network

CAMPAIGN IMPLEMENTATION (NOV-DEC ’08)

Qualitative pilot study, 20 car drivers, 18-25 y.o.: personal perceptions and motivations

– Main behaviour predictors for target audience

high risk group due to lifestyle more vulnerable to effects of fatigue


¾ Recommendation: select a specific target audience

– Belgium: no registration of fatigue as accident factor – International studies: fatigue is major factor in 10 to 20 % of accidents, growing awareness – More information needed Æ survey – Literature review: fatigue (ERSO) Æ best remedy: 15 minutes of sleep (“powernap”)

¾ Recommendation: base the campaign on statistics and research

SITUATION ANALYSIS


Focus on personal motivations / social threshold Focus on safe places for PITSTOP

Lessons for future campaigns

¾ Recommendation: Publish the results and the conclusions Conclusions

formative evaluation: qualitative pre-test process evaluation: objective and subjective exposure outcome evaluation: Method: before / after measurement (online survey, quasiexperimental design with comparison group)

¾ Recommendation: Ensure rigorous evaluation

EVALUATION & CONCLUSIONS


¾ Recommendation: base campaign strategy on behavioural change theory

SITUATION ANALYSIS





Base the campaign strategy on a behavioural change theory




Central message: “if you feel tired, take a 15 minute powernap” Campaign title: PITSTOP (> link with Formula 1 races: pitstop to refuel with energy) Campaign slogan: “PITSTOP. The only remedy against fatigue behind the wheel.”

¾ Recommendation: formulate unambiguous, credible and clear message

Knowledge, beliefs, behavioural intention and behaviour - ‘powernap’

¾ Recommendation: formulate specific objectives

CAMPAIGN DESIGN


DTU - Denmark

BfU - Switzerland

ISEC - Portugal

BASt - Germany

INRETS - France

RfSF - Denmark

VTI - Sweden

ULFF - Slovenia

PRP - Portugal

IBDiM - Poland

TØI - Norway



IBSR/BIVV- België



FACTUM - Austria

Partners

UTh - Greece

Coördinator


Consortium


Presentatie voor de Stichting Marketing 25 juni 2009 BIVV, Brussel

Werner De Dobbeleer, BIVV Afdeling Communicatie


Voorstelling CAST project Voornaamste bevindingen van CAST Voorstelling CAST handboek Voorstelling PITSTOP-campagne







CAST?

www.cast-eu.org


THANK YOU!


• • • •

INHOUD

• Verbeteren van de verkeersveiligheid door middel van effectieve verkeersveiligheidcampagnes

• Ontwikkelen van een krachtig en innovatief instrument voor het meten van de effectiviteit van campagnes op een aangepaste en dus efficiënte manier

• Aanbieden van een handboek met duidelijke richtlijnen voor het ontwerpen, uitvoeren en evalueren van succesvolle verkeersveiligheidcampagnes


Meeste campagnes: nationaal niveau, campagneperiode maximum 1 maand, deel van een meerjarenstrategie algemene thema’s zoals snelheid, gordel en rijden onder invloed frequent gebruikte mediakanalen (vaak gecombineerd): televisie, radio spot, billboards, folders, gratis pers en internet stijl boodschap wordt beschreven als informatief, emotioneel en confronterend geïntegreerde campagnes (handhaving) …


• Uittesten van deze instrumenten • Toepassing evaluatie-instrument op bestaande campagnes • Ontwerpen van 2 verkeersveiligheidcampagnes op basis van de richtlijnen uit het handboek

• Instrumenten voor de praktijk • Handboek • Evaluatie-instrument • Rapporteringinstrument

• Theoretische rapporten • Weggebruikermodel • Campagne-effecten en doorslaggevende factoren (metaanalyse) • Theoretische achtergrondkennis communicatiecampagnes • Indelingen verschillende types campagnes en hun evaluatiemethodologie • Vergelijking onderzoeksdesigns voor evaluatie


– voorbeelden van ontbrekende informatie: steekproefmethode, representativiteit, selecte of aselecte steekproef, responsgraad…

Meeste campagnes: Geen evaluatie(rapporten) of 1 enkele nameting Meestal zonder controlegroep Geen of onvoldoende budget voor evaluatie Evaluatierapporten zijn niet compleet


• Ontwerpen en uitvoeren van verkeersveiligheidcampagnes in Europa (en verder) volgens de CAST richtlijnen • Evaluatiestudies volgens de CAST standaarden + aanbevelingen voor toekomstige campagnes • Alle CAST partners hebben een adviesrol – kennis verspreiden voorbeeld: ACEM, UIC

Toekomst CAST?

Meeste campagnes: geen diepgaande analyse van het probleem en de doelgroep doelgroep werd niet bevraagd op voorhand geen theoretische basis geen voorafgaande test van de boodschap/slogan, campagnematerialen… geen duidelijke gedefinieerde doelstellingen geen grondige evaluatie (analyse) geen volledig campagne- (en evaluatie-) rapport


Duidelijke doelgroep Persoonlijke beïnvloeding Emotionele en rationele aanpak Focus op maatschappelijk normen, pakkans…

Korte, persoonlijke campagnes (intimiteit, vertrouwen) Communicatie op/langs de weg zelf (directheid) Handhaving met feedback Risicoperceptie <-> humor, angst? Initieel gedrag?

¾ Multivariate (meta-regressie) analyses In theorie succesvolle campagnes indien:

¾ Bivariate (subgroep) analyses: Aanwijzingen dat een campagne effectiever is indien:

Welke factoren spelen hier een rol?

CAST report: effecten van verkeersveiligheidcampagnes - meta-analyse


Definitie campagnes



CAST Report: weggebruikermodel en overtuigingstechnieken


¾ Beperking



221 studies 433 individuele campagne effecten (ongevallen of gedrag)





Vehicle


Road user

Reason’s Swiss Cheese Model


Other road users

Distraction (laps)

Errors Violations




















Gedrag Gedrag


Intentie Intentie







Voorbeeld theorie om gedrag te voorspellen

R o ad en v

V eh ic les



O ther facto rs


M otives



CAST handboek




U n co n scio u s

E m o tio n s



C o n scio u s

F eelin g s


The M onito r


Sensory storage


Deep motivation

•


–

– –

•

•

•

• •




Stap 1: Aan de slag

• Aanbevelingen


• Praktijk

– – – – – – –















Stappenplan






• Partners


• Waar?


• Wat?

CAST – campagnes





• Strategieën











• • • •

– Overtuigingen


– Kennis


















• Steekproef


• Methode

– – – – – – –





• Timing





– – – – – –




• • • •





• Appreciatie





– Procesevaluatie





13%

5%


Radio

Koffie

5%

11%

12%

18%

24%

NA

30%

NA

NA

72%

50%

58%

55%

24%

32%

27%

21%

36%

Korte pauze

Pitstop


24%


Neen

Ja

51%

39%

10%

VOOR

53%

37%

10%

NA



VOOR


NA

68%

47%

59%

56%

VOOR








24%

15%

Raampje openen

21%

Korte pauze

VOOR


• Overtuigingen

22%

VOOR

24%

27%

27%

73%

70%

32%

NA

VOOR


• Niet gewijzigd









(18-25, N=598)

(18-25, N=598)

Pitstop


• Overtuigingen




• Kennis


14:45: - The research project CAST (presentation from Ms Ankatrien Boulanger, coordinator)

15:15: - News from the Member States:

16:15: - Contribution/suggestions from the group to the next European road safety action programme (2011-2020)

16:45: - Conclusions and next meeting.

(5)

(6)

(7)

(8)

Commission européenne, B-1049 Bruxelles / Europese Commissie, B-1049 Brussel - Belgium. Telephone: (32-2) 299 11 11. Office: DM24-2/87. Telephone: direct line (32-2) 2986409. Fax: (32-2) 2965196. Internet: http://europa.eu.int/comm/dgs/energy_transport/index_en.html

17:00: End of the meeting

14:15: - The main aspects of the EMCDDA annual report on the state of the drugs problem in Europe (Mr Brendan Hughes)

(4)

Lunch

11:15: - Update of the project DRUID (project coordinator, Mr Horst Schulze, and work package leaders)

(3)

12:30 – 14:15:

11:00: - Background of the working group: Mr Alain Verstraete (Chairman)

- EU road safety policy: Mr Joël Valmain

- Role of the working group vs EU-road safety policy: Ms Isabelle Kardacz, HoU Road Safety

- "Tour de table": introduction of the new members

AGENDA 10:00: - Adoption of the agenda

START 10:00 A.M. - END FORESEEN AT 17:00 P.M. LOCATION: BRUSSELS, RUE DE MOT, 24- ROOM 3/47

(2)

(1)

TREN E3/EGP/JV/mv/D(2009)

Brussels,

MEETING ON TUESDAY 30 JUNE 2009 WORKING GROUP “ALCOHOL, DRUGS, MEDICINES AND DRIVING”

DIRECTORATE E - Inland Transport Road Safety

DIRECTORATE-GENERAL FOR ENERGY AND TRANSPORT

EUROPEAN COMMISSION






Brussels 30 June 2009


Ankatrien Boulanger


The CAST project:


• Aanbevelingen:

Samenvatting


¾ End: 31 July 2009







CAST?

www.cast-eu.org


Hartelijk dank!

IBSR/BIVV- Belgium




Main aims of CAST

Coordinator


Consortium

Final Conference



RfSF - Denmark

VTI - Sweden

ULFF - Slovenia

PRP - Portugal

IBDiM - Poland



DTU - Denmark

BfU - Switzerland

ISEC - Portugal

UTh - Greece

BASt - Germany

TØI - Norway




SIPSiVi - Italy

IMOB - Belgium

FACTUM - Austria

Partners

3 3 How well do they work? Indications of success factors of road safety campaigns

Do road safety campaigns work?

¾ Questions/answers


¾ Meta-analysis?


¾ CAST database









Manual Evaluation tool Reporting tool

¾ Instruments for campaign practitioners




¾ How to analyse the campaign success?


¾ How to measure?


¾ What to measure?





CAST MANUAL





CAST REPORTING TOOL


I II III IV


CAST MANUAL




SITUATION ANALYSIS










CAMPAIGN DESIGN


Belgium and Greece

¾ Where?


¾ What?

CAST campaigns










START & SITUATION ANALYSIS


Focus on personal motivations / social threshold Focus on safe places for PITSTOP














www.cast-eu.org


THANK YOU!

BfU - Switzerland



DTU - Denmark

ISEC - Portugal

BASt - Germany

INRETS - France

Final Conference

RfSF - Denmark

VTI - Sweden

ULFF - Slovenia

PRP - Portugal

IBDiM - Poland

TØI - Norway


¾ End: 31 July 2009

IBSR/BIVV- Belgium



FACTUM - Austria

Partners

UTh - Greece

Coordinator


Consortium







CAST?


Brussels 9 July 2009


Ankatrien Boulanger


The CAST project:








Main aims of CAST road user model proposals for variables to be measured (meta-analysis) background on road safety and communication campaigns a typology of road safety campaigns and their evaluation comparing research designs





CAST REPORTING TOOL







Belgium and Greece

¾ Where?


¾ What?

CAST campaigns




CAST MANUAL





CAMPAIGN DESIGN


I II III IV


CAST MANUAL










START & SITUATION ANALYSIS

High recall rate (mainly radio) Increased knowledge of effective remedy Partial decrease in wrong beliefs on other remedies Increased personal vulnerability Partial decrease in behavioural intentions on other remedies Focus on personal motivations / social threshold Focus on safe places for PITSTOP








SITUATION ANALYSIS

(café, thé, boisson à l’orange, gâteaux)

13h00 Déjeuner

12h30 Questions / Débat

Un exemple avec la campagne PITSTOP Werner De Dobbeleer, Institut Belge de Sécurité Routière (IBSR – Belgique)

Patricia Delhomme

11h45 Éléments-clés pour préparer efficacement une campagne

Maria Pinto, Laboratoire de Psychologie de la Conduite (INRETS – France)

11h20 Six étapes essentielles pour maximiser les chances de succès d’une campagne de communication en sécurité routière

11h00 Pause café


Julien Chappé, Laboratoire de Psychologie de la Conduite (INRETS – France) Patricia Delhomme

10h15 Modèles de changement du comportement utiles pour préparer et évaluer les campagnes en sécurité routière

Anabela Simões, Institut Supérieur d’Éducation et de Sciences, Universitas (ISEC – Portugal)

09h45 Rôle du facteur humain dans les accidents

José Trigoso, Prévention Routière Portugaise (PRP – Portugal)

Présentation du projet CAST

Patricia Delhomme, Laboratoire de Psychologie de la Conduite (INRETS – France)

09h30 Discours d’ouverture

17h10 Fin

INRETS Laboratoire de Psychologie de la Conduite 25, allée des marronniers Satory 78 000 Versailles

Patricia Delhomme

17h00 Discours de clôture

dans les campagnes de communication en sécurité routière animée par Jose Trigoso Comment augmenter l’efficacité des campagnes ? Qu’est-il possible de faire rapidement ? Qu’envisagez-vous de faire ultérieurement ? …..

16h00 Table ronde réunissant divers acteurs impliqués


15h45 Pause café


Maria Pinto

15h15 Importance de la standardisation d’un compte-rendu de campagne et de sa diffusion

Illustration de l’évaluation des résultats avec la campagne « PITSTOP » Werner De Dobbeleer

Un exemple d’évaluation du processus du lancement d’une campagne et de sa diffusion avec la campagne « Attaché à la vie » Nathalie Wirtner Julmi, Bureau de Prévention des Accidents, (BPA – Suisse)

Julien Chappé Patricia Delhomme

14h00 Comment évaluer une campagne de communication en sécurité routière ?

PROGRAMME


CAST

www.cast-eu.org


THANK YOU! Denfert-Rochereau

St-Jacques ou Glacière

(rue au nord de l’Hôpital Sainte-Anne)

ACCÈS FIAP Jean Monnet 30 rue Cabanis 75014 PARIS

secrétariat : 01 30 84 39 30

[email protected] et [email protected]

INFORMATIONS COLLOQUE Maria Pinto INRETS – LPC 25 Allée des marronniers, Satory, 78000 Versailles

INSCRIPTION OBLIGATOIRE par coupon réponse joint

COLLOQUE INRETS PARIS – FIAP – 09 JUILLET 2009

Les Campagnes de Communication en Sécurité Routière : Comment Augmenter leurs Chances de Réussite ?

FIAP - Paris Jeudi 09 juillet 2009

Comment Augmenter leurs Chances de Réussite ?

Les Campagnes de Communication en Sécurité Routière :

Dans le cadre du projet Européen CAST le Laboratoire de Psychologie de la Conduite de l’INRETS vous invite au colloque

Campaigns and AwarenessRaising Strategies in Traffic Safety

ÎSix steps to design, implement and evaluate a campaign

Interviews with practitioners Advertising agencies Researchers Literature review Own experiences

Î Step-by-step guide based on

CAST instrument: manual

INRETS-LPC Maria Pinto Colloque « les campagnes de communication en sécurité routière » 25, allée des marronniers Satory 78 000 Versailles

09h15 Accueil des participants









À affranchir au tarif en vigueur

COUPON RÉPONSE À NOUS RETOURNER IMPÉRATIVEMENT AVANT LE 25 JUIN 2009 PAR :

Courrier (n’oubliez pas d’affranchir ce coupon) Courriel en précisant toutes les informations ci-dessous à [email protected]

Société ou organisme : ………………….…………………………………………………....... ……..........…… Nom : ………………………………………………………………………………………………………………… Adresse : ………………………………………………………………………………………….………………… Code postal : ……………………………………Ville : …………………………………..………....................... Tél : …………………….……………………….………… Fax :…………….………………….………………… Courriel : …………………………………………………………….@.............................................................. Assistera au colloque du 09 juillet : OUI NON Participera au déjeuner : OUI NON

(le nombre de places étant limité, merci de bien nous communiquer votre courriel pour recevoir une confirmation d’enregistrement)

Aan de slag Situatieanalyse Campagne & evaluatie ontwerpen Vóórmeting & campagne uitvoeren Evaluatie vervolledigen & conclusies formuleren Eindrapportage

Opsporen van het probleem Campagnepartners en belanghebbenden Budget (ONDERZOEK & EVALUATIE!!) Startvergadering met campagnepartners Campagneteam

Î Bepaal de algemene campagnedoelstelling

STAP 1 Aan de slag

6 basisstappen campagnecyclus

1. 2. 3. 4. 5. 6.

CAMPAGNECYCLUS = 6 STAPPEN + AANBEVELINGEN

CAST HANDBOEK

Advertising agency

Media hire

Media buying agency

Researchers Evaluation design, data processing and interpreting evaluation results

Literature reviews, complementary research needed for the campaign

Coordination and supervision

Initiator

Production of campaign materials

Production agency

Campagneteam

Opsporen van het probleem

Campaign design and strategy

Î Bepaal de algemene campagnedoelstelling

STAP 1 Aan de slag

Launching the campaign, generate free publicity

Public Relations agency


Grondige analyse van het probleem (doelgroep segementeren?) en mogelijke oplossingen Beschikbare informatie of bijkomende informatie

Î vertalen algemene doelstelling in specifieke doelstellingen

STAP 2 Situatieanalyse









Explaining the motivations underlying the behaviour

Benefit from experience of past initiatives

Defining the target audience

Research on theoretical models

Past campaigns and other actions

Marketing studies on the target audience

Welke campagne-elementen hadden (g)een aantoonbaar effect Hoe kunnen toekomstige campagnes worden verbeterd?

Î Informatie verzamelen over de ksotprijs en de rendabiliteit Î Duidelijke conclusies trekken

Vergelijk gegevens voormeting en nameting Statistische analyse om campagne-effect te meten! Zijn specifieke campagnedoelstellingen bereikt?

Î Evaluatiemeting(en) tijdens en/of na uitvoeren Î Analyse evaluatiegegevens

STEP 5 Evaluatie vervolledigen & conclusies formuleren


What are the target audience’s characteristics? How can the target audience be reached and influenced? Which stage of behaviour is it at?

How to use elements from other successful road safety campaigns as a basis for your campaign? How were the campaigns evaluated?

Which are the main predictors and main motivations underlying the problem behaviour (and if possible safe behaviour)?

Analysing the problem behaviour in depth

Qualitative and quantitative studies (databases, statistics, observations and surveys)

Questions it permit to answer

Which behaviour is at the origin of road accidents or constitutes a problem? Is the behaviour intentional or nonintentional?

Aim

Sources of information

Informatiebronnen

Geïntegreerde campagne?, schaal, inhoud boodschap (stijl), media… PRE-TEST!!

Meetvariabelen, methodes dataverzameling, planning…

Proces, uitkomst, economische evaluatie?

Evaluatiedoelstellingen

Verbeteren van toekomstige campagnes, onderzoek, verspreiding informatie en kennis…

Gestandardiseerde structuur Garantie alle noodzakelijke informatie

Î rapporteringsinstrument

Î Waarom?

STEP 6 Eindrapportage


Î Bepalen evaluatiemethodologie

Î Ontwikkelen campagnestrategie

STAP 3 Campagne & evaluatie ontwerpen









AANBEVELINGEN SUCCESVOLLE CAMPAGNES

Feedback op vorige stappen? Corrigerende acties?

ÎProcesevaluatie

Afstemmen alle (geïntegreerde) activiteiten, persconferentie, aankondigingen in de pers, startevenement…

ÎCampagne uitvoeren

Externe agentschappen, media-ruimte boeken

ÎVoormeting uitvoeren ÎCampagnemateriaal produceren

STEP 4 Vóórmeting & campagne uitvoeren


www.cast-eu.org

Meer info?


3.6 - INRETS – France

`

`

Cependant peu de connaissances sur les meilleures pratiques pour concevoir, mettre en œuvre et évaluer les campagnes Ń Peu de campagnes sont évaluées de façon à savoir si elles sont ou non efficaces Ń Rares sont les campagnes qui sont basées sur des modèles théoriques ou des pratiques réussies Ń Compte rendus de campagnes sont peu accessibles et des informations importantes font souvent défaut

Moyen très important pour convaincre les gens d’adopter des comportements sécuritaires

Constat sur les campagnes de communication en sécurité routière (1)

Publication in the monthly magazine of INRETS current events : AXES (49), Septembre 2009.

`

Ń Préparation Ń Évaluation Ń Rédaction et diffusion des compte rendus de campagne

Des efforts sont à faire pour augmenter leurs chances de réussite

Constat sur les campagnes de communication en sécurité routière (2)

[email protected]

Laboratoire de Psychologie de la Conduite - INRETS

Patricia Delhomme

Ouverture du colloque

`

`

`

Faire connaître le manuel

en œuvre et évaluer une campagne de communication en sécurité routière

Dans le cadre du projet européen CAST, rédaction d’un Manuel pour concevoir, mettre

Pour augmenter l’efficacité des campagnes de communication dans le domaine des transports routiers et donc la sécurité routière

But du colloque

Colloque INRETS/– Paris – 9 juillet 09

Campaigns and Awareness-raising Strategies in Traffic safety :

Projet CAST :



Nordbakke, S. Peters, H. Phillips, R. Pinto, M. Ranucci, M.-F. Sardi, G.M. Trigoso, J. Vaa, T., Veisten, K. Walter, E.

x Intégrées à un programme de sécurité routière

x Combinées avec des supports interpersonnels et/ou d’autres actions

x Isolées

`

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`

`

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`

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Colloque INRETS / CAST – Paris – 9 juillet 09

Delhomme, P. De Dobbeleer, W. Forward, S. Simoes,A. Adamos, G. Areal, A. Chappé, J. Eyssartier, C. Loukopoulos, P. Nathanail, T.G.

Types de campagnes

`

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20 auteurs (chercheurs et professionnels des campagnes), 10 organismes dans 9 pays

Ń Ń Ń Ń Ń


Décideurs/commanditaires Professionnels des campagnes de communication Chercheurs et enseignants Étudiants …

S’adresse aux

Ń D’entretiens au niveau international auprès de différents acteurs de sécurité routière Ń De résultats de recherche Ń De l’expérience des auteurs

Sur la base

GUIDE POUR CONCEVOIR, METTRE EN ŒUVRE ET EVALUER UNE CAMPAGNE DE COMMUNICATION EN SECURITE ROUTIERE

CONNAISSANCES THEORIQUES SUR LA SECURITE ROUTIERE ET LES CAMPAGNES DE COMMUNICATION


PARTIE II

PARTIE I

Présentation du manuel CAST

`

`

une campagne de communication en sécurité routière

Manuel pour concevoir, mettre en œuvre et évaluer

pour informer, persuader ou motiver des changements de croyances et/ou de comportement, afin d’améliorer la sécurité routière auprès de l’ensemble des usagers de la route ou d’un groupe cible bien défini, au cours d’une période de temps précise, au moyen d’activités de communication coordonnées impliquant des canaux médiatiques spécifiques souvent combinés avec des supports interpersonnels et/ou d’autres actions de support telles que les contrôles routiers, l’éducation, la législation, l’augmentation de l’engagement personnel, les récompenses, etc.

L’évaluation

Les messages

Le public cible

Les éléments clés pour accroître l’efficacité des campagnes

Les différents types de campagnes et les média

Modèles du changement de comportement

Rôle du facteur humain dans les accidents de la route

Accidents de la route

PARTIE I


6. Rédiger le compte rendu et assurer sa diffusion

5. Compléter l’évaluation et émettre des conclusions

4. Réaliser l’évaluation de la phase « avant la campagne » et lancer la campagne

3. Concevoir la campagne et son évaluation

2. Analyser la situation

1. Se mettre en route

PARTIE II

Présentation du manuel

`

`

`

Dans le cadre du projet CAST, nous avons défini les campagnes de communication en sécurité routière comme des actions significatives :

Sur quel type de campagnes nous sommes-nous focalisés ?

Partenaires

Merci de votre attention

3

ACCROITRE L’EFFICACITE DES CAMPAGNES DE COMMUNICATION EN SECURITE ROUTIERE

Principal objectif du CAST

Projet financé par la Commission Européenne, Directorat Général Énergie & Transport

CAST

4

1

QUESTIONS:

Manuel

Réaliser 2 campagnes avec l’aide du manuel

Instrument d’Évaluation Instrument de Rapport

Application d’un instrument d’évaluation de campagnes réelles

Modèle d’usager routier Meta-analyse

Structure du Projet

Besoin d’orientations claires, supportées par des recherches et des faits, et non par les ”opinions” des décideurs.

• Comment évaluer leur efficacité ?

• Comment réaliser des campagnes efficaces ?

Coordination et garantie de qualité

`

• “CAST”: Campaigns and Awareness-raising Strategies in Traffic safety

“CAST”

Dissémination 5

2

Paris, le 9 Juillet 2009

Comportement intentionnel – road rage

Colloque CAST

Comportement non intentionnel – déficiente fixation de la voiture transportée

Comportement Humain et accidents

Validation du manuel • Réaliser 2 campagnes de sécurité routière avec l’aide du manuel • Organiser 2 workshops pour discussion des résultats provisoires du projet

Instruments pour les exécuteurs des campagnes • Manuel

Rapport sur les résultats de méta-analyse • Identification des éléments clés de réussite pour de futures campagnes

3 types de résultats CAST

6


Colloque CAST

Les actes risqués contribution directe dans 65% des accidents

96% des accidents routiers sont reliés au conducteur

Les actes risqués commis par l’opérateur humain sont responsables de la grande majorité des accidents

Sabey & Taylor (1980)

Actes risqués


Colloque CAST Paris, 9 Juillet 2009

Rôle des Facteurs Humains dans les Accidents

Colloque CAST


Colloque CAST

- L’application de cette compréhension à la situation en jeu (conduite automobile).

- La compréhension et la prévisibilité des capacités et limitations humaines,

Le domaine scientifique qui, ayant en vue l’optimisation des IHM, concerne principalement:

L’ensemble des facteurs qui déterminent la performance d’une tâche (IHM), en tant que mode opératoire et résultat;

Facteurs Humains – de quoi on parle?



Colloque CAST


Types d’erreurs de base

Colloque CAST

Campagnes

Taxonomie des actes risqués


– Les conséquences, qui couvrent une diversité de cas (de l’inconvenance banale à la perte de vies et biens).

– Le timing, qui est le moment auquel les ingrédients causaux se combinent pour dépasser toutes les défenses du système;

Au véhicule (défaillances techniques);

À l’environnement (conditions latentes du système),

Au comportement individuel, à l’état du conducteur et son activité (distraction, fatigue, alcool ou drogues, erreurs, violations, etc.),

– Les ingrédients causaux, qui sont latents et peuvent être reliés

Reason & Hobbs, 2003:

Composantes essentielles des accidents

Colloque CAST


Colloque CAST

Le contrôle routier a toujours porté sur le comportement du conducteurs mais la recherche sur les Facteurs Humains a montré que le comportement est surtout orienté par les caractéristiques de l’environnement.

L’approche centrée sur le système assume que l’humain est faillible et que les erreurs sont la conséquence inévitable des conditions inadéquates qui résident à l’intérieur du système.

Dans une approche centrée sur le système, les erreurs commises par l’opérateur humain sont considérés en conjonction avec le rôle des différentes conditions latentes qui résident à l’intérieur du système.

La recherche sur l’erreur humaine a depuis toujours suivi une approche centrée sur le sujet.

Reason, 1997; Regan et al, 2005:

Une approche systémique pour un système routier tolérant à l’erreur


ņ Actions visant des changements de comportement (campagnes).

ņ Dissémination d’information, de connaissances relatives à des comportements de risque et aux limites des capacités fonctionnelles humaines,

Que faut-il faire?

Dans ce scenario l’usager de la route est l’acteur principal dont le comportement est déterminant de la sécurité.

En fonction de nombreux facteurs (internes et externes à chaque individu) la gestion de ces interactions peut être simple ou complexe et donner lieu à un accident.

Dans cet espace partagé il y a de multiples interactions ayant toutes des objectifs de sécurité et efficience du voyage.

L’environnement routier est un espace partagé par les différents usagers de la route.

Le comportement individuel et social

Colloque CAST


Colloque CAST

Leus erreurs humaines et les infractions sont très difficiles à éliminer.

La conception du système routier ne prend pas en compte les connaissances relatives à l’erreur humaine et aux conditions qui favorisent l’erreur.

La circulation routière est intrinsèquement dangereuse

etc.

Conducteurs âgés

Conducteurs agressifs

Conducteurs inexpérimentés

Une approche systémique pour la Sécurité Routière


Très difficiles à éliminer Résultent de conditions particulières (l’individu et l’environnement) Les accidents résultent de la combinaison de différents facteurs Donc, il faut prévoir une combinaison de mesures



Colloque CAST

Conditions contributives du véhicule

Influence technique

Campa gnes des sy stèmes de tran sport

Conditions contributives du cadre légal et du contrôle de la route

Influence légale


Sécuri té

Conditions contributives de l’nfrastructure et de l’environnement routier

Influence structurale et organisationnelle

Les autres acteurs

Conditions contributives du conducteur

Influence individuelle

Changem

Conditions contributives des autres usagers de la route

Influence sociale

Colloque CAST

Erreurs Violations

Actes risqués

portemen t

es

ent de co m

Campagn

La Sécurité Routière comme responsabilité partagée


– Attirer l’attention des concepteurs et autorités vers les risques locaux, – Donner des consignes pour agir en toute sécurité, – Emettre des signes d’alerte quand le danger est éminent, – Rétablir le système à l’état normal suite à une situation d’accident, – Limiter et éliminer les risques qui dépassent une barrière (repenser les défenses), – Fournir les moyens de fuite et protection en cas de défaillance d’une ou plus barrières.

• Ces barrières doivent accomplir au moins une des fonctions suivantes (Reason, 1997):

Les barrières défensives contre la progression d’un acte risqué


Influence légale


Influence technique




Influence sociale

Colloque CAST

Erreurs Violations

Actes risqués


ņ Multiplicité de tâches qui n’ont pas de relation avec la conduite

ņ Utilisation abusive du téléphone embarqué et d’autres éléments du véhicule

Les facteurs de distraction

Colloque CAST

Où les campagnes peuvent-elles agir ?


Faiblesses du système



Les différentes catégories du système routier qui peuvent représenter les barrières préventives de l’évolution des actes risqués

Absence de contrôle r outier


Influence légale

Pneus en mauvais


Influence technique

Conducteur inexpérimenté



Pression d’un autre conducteur


Influence sociale


ņ Dette de sommeil

Colloque CAST

ņ Consommation d’alcool, médicaments, drogues

L’état du conducteur

Accident

Colloque CAST

Doublage inapproprié

Erreurs Violations

Actes risqués



Évolution d’une défaillance latente

Route en mauvais état du à une pluie intense


structurale et organisationnelle

Application du modèle de Reason (fromage Suisse) au système routier mettant en évidence les conditions latentes qui passent par les trous qui existent dans les défenses Influence

Dépassement des limites de vitesse Alcool au volant Agressivité Utilisation des éléments de sécurité

•…

Colloque CAST

• Gilets de réflexion

• Feux de vélo le soir/nuit

• Casques

• Sièges enfants

• Ceintures de sécurité

FIAP – 9 juillet 09

[email protected] ; [email protected]

Julien Chappé & Patricia Delhomme Laboratoire de Psychologie de la Conduite – INRETS

Modèles du Changement de Comportement Utiles pour Préparer et Evaluer les Campagnes en Sécurité Routière


ņ ņ ņ ņ

Les comportements


Colloque CAST


¾ évaluer l’effet de la campagne

¾ construire la campagne

¾Identifier les principaux facteurs visant à prédire et à expliquer le comportement que l’on cherche à modifier

Intérêt Intérêt des des modèles modèles théoriques théoriques


Ce qu’on ne veut pas


3. 3.Modèle Modèledu duchangement changementde decomportement comportement

2. 2.Modèle Modèledu dutraitement traitementde del’information l’information

1. 1.Modèles Modèlesde deprédiction prédictiondu ducomportement comportement

Plan Plan


[email protected]



Intention comportementale

(Ajzen, 1980)

Comportement

Comment présenter l’information dans le message

¾ Comment les individus analysent, reçoivent et traitent l’information présentée dans un message ?

2.Modèle 2.Modèle de de traitement traitement de de l’information l’information

Contrôle comportemental perçu

Normes subjectives

Attitudes

X

X

X


X

X

Contrôle Comportemental Perçu

X

X

Auto-efficacité

X

X

Intention


utilisation d’indices

(Petty & Cacciopo, 1986)

PRECONTEMPLATION

ACTION


PREPARATION CONTEMPLATION

(Prochaska & DiClemente, 1983)

MAINTIEN

FIN

Modèle Transthéorique du Changement

Modèle de Motivation à la Protection

Modèle du Comportement Planifié

Normes subjectives

Ex : Modèle de Probabilité d’Elaboration (MPE)

(Rogers, 1975, 1983)

COMPORTEMENT

Risque perçu

3.Modèle 3.Modèle du du changement changement de de comportement comportement


(Intention comportementale)

Attitude

Facteurs Facteurs qui qui prédisent prédisent le le comportement comportement

2.Modèle 2.Modèle de de traitement traitement de de l’information l’information

(Efficacité de la réponse + Autoefficacité)

EVALUATION DES CAPACITES à FAIRE FACE A LA MENACE

(Gravité + Vulnérabilité) MOTIVATION à la PROTECTION

Ex 2: Modèle de la Motivation à la Protection (MMP)

Ex 1 : Modèle du Comportement Planifié (MCP) EVALUATION DE LA MENACE

1.Modèles 1.Modèles de de prédiction prédiction du du comportement comportement

1.Modèles 1.Modèles de de prédiction prédiction du du comportement comportement

1.Semettreenroute

¾ Tenir compte des stades de changement de comportement

¾ Des modèles du traitement de l’information permettant de prédire quel message pourra engendrer le plus de changements (croyances, comportement)

¾ Importance de connaître les différents facteurs prédictifs du comportement ou du changement de comportement à prendre en compte pour préparer une campagne

¾ Possibilité d’intégrer des facteurs au modèle existant (ex: MCP)

¾ Similitudes avec terminologies différentes ¾ Distinctions

¾ Différents modèles théoriques présentés dans le manuel pour prédire, expliquer les comportements:

Conclusion Conclusion

Identifieretdéfinirleproblème Analyserlecontexte Impliquerdespartenaires Prévoirlebudget Réunirlespartenairesdelacampagne Lancerunappeld’offreetconstituer l’équipedelacampagne

1.SEMETTREENROUTE

LaboratoiredePsychologiedelaConduiteǦ INRETS [email protected]

MariaPinto

Sixétapesessentiellespourmaximiserleschances desuccèsd’unecampagnedecommunication ensécurité routière

LesCampagnesdeCommunicationenSécurité Routière: CommentAugmenterleursChancesdeRéussite? 09juillet09

Lancement de la campagne générant de la publicité gratuite

Agence de relations publiques

Coordination et supervision

Commanditaire

Production du matériel de la campagne

Agence de production

Les différents membres de la campagne et leurs interactions

Revues de littérature, recherches additionnelles nécessaires à la campagne, conception de l’évaluation, traitement des données et interprétation des résultats

Chercheurs

Conception et stratégie de la campagne

Agence publicitaire

Achat de média

Agence d’achat de média

6 Rédiger le rapport final & assurer sa diffusion

5 Compléter l’évaluation et émettre des conclusions

4 Réaliser l’évaluation de la phase Avant la campagne et mettre en œuvre la campagne

3 Concevoir la campagne et l’évaluation

2 Analyser la situation

1 Se mettre en route

4.Réaliserl’évaluationdela phaseAvantlacampagne etmettreenœuvrela campagne

2.Analyserlasituation

Effectuerl’évaluationdelaphaseAvantla campagne Produirelematérieldelacampagne Mettreenœuvrelacampagne Contrôlerlaparutiondumatérieldela campagneetretournersinécessaireversles étapesprécédentes

4.REALISERL’EVALUATIONDELAPHASEAVANTLA CAMPAGNEETMETTREENŒUVRELACAMPAGNE

3.Concevoirlacampagneet l’évaluation

Définirlesobjectifsdel’évaluation Choisirleplanetl’échantillondel’évaluation Développerlesmesurespourl’évaluation Définirlesméthodesetlesoutilsderecueildesdonnées Planifierl’évaluation

Concevoirl’évaluationdelacampagne

Développerlastratégiedelacampagne

5.Compléterl’évaluationet émettredesconclusions

3.CONCEVOIRLACAMPAGNEETL’EVALUATION

Traiteretanalyserlesdonnéesrecueillies pourlesévaluations(duprocessus,desrésultats,

Cyclecomplet

Émettredesconclusionsclairesà proposde lacampagne

6 Rédiger le rapport final & assurer sa diffusion






Rassemblerlesinformationsdecoûtetde rentabilité

économique)

Réaliserl’évaluationpourlesphasesPendant et/ouAprèslacampagne

5.COMPLETERL’EVALUATIONETEMETTREDES CONCLUSIONS

Mercipourvotreattention

6.Rédigerlerapportfinalet assurersadiffusion

[email protected]

Patricia Delhomme Laboratoire de Psychologie de la Conduite - INRETS

Éléments-clés pour préparer efficacement une campagne

EnlignesurInternet

Formatstandard

Caractéristiquesdurapport

6.REDIGERLERAPPORTFINALETASSURERSA DIFFUSION

1

Analyser la situation

Concevoir la campagne

2.

3.


`

Ń Etudes de marché sur le public cible


Ń Campagnes et autres actions antérieures attestées comme étant efficaces

Ń Recherches basées sur des modèles théoriques permettant d’expliquer les motivations à adopter le comportement

Ń Etudes qualitatives et quantitatives sur le comportement à risque (base de données, statistiques, observations, enquêtes…)

Rechercher les informations existantes à partir de 4 sources

A) Analyse approfondie du problème et de ses solutions possibles – Comment ?

Se mettre en route

1.

Préparer une campagne

5

2

Rassembler des informations utiles pour concevoir l’évaluation de la campagne

Fixer les objectifs spécifiques à atteindre

Définir comment agir sur les motivations à adopter le comportement à risque et impliquer la cible

Décider s’il faut ou non segmenter la population

Analyser de manière approfondie le problème, les solutions envisagées et la population ciblée

`

Synthèse

Identifier les informations manquantes, non actualisées ou non spécifiques au public cible afin de déterminer les recherches complémentaires à mener

Informations existantes


Recherches additionnelles

Informations ????

A) Analyse approfondie du problème et de ses solutions possibles – Synthèse

`

`

`

`

`

2. ANALYSER LA SITUATION

6

3


ŃMeilleure compréhension du public cible (caractéristiques, styles de vie, loisirs, …) et de la façon de l’atteindre (avec quels media, lieux et moments) et de l’influencer

Ń Le public cible

ŃSolutions déjà utilisées, pour apprendre des expériences passées et éviter des erreurs dans le futur

Ń Comment ce problème a été traité auparavant

ŃMotivations recueillies reflèteront d’autant mieux celles des individus ciblés qu’elles concernent un groupe spécifique d’usagers, par ex. les plus concernés par le problème

Ń Les motivations à entreprendre le comportement à risque

ŃUsagers les plus concernés par ce problème, conscience du problème, comportement volontaire ou non, si les usagers cherchent à résoudre ce problème, si oui comment, …

ŃOrigines du comportement, fréquence, lieu, moment, conséquences, …

Ń Le comportement à risque

Informations sur :

`

Recueillir les informations manquantes auprès du public cible

Recherches additionnelles


Synthèse actualisée

- Mieux connaître les caractéristiques de la cible - Savoir si ce comportement est perçu comme à risque et que fait le public cible pour y remédier - Identifier auprès du public cible les motivations à commettre le comportement

A) Analyse approfondie du problème et de ses solutions possibles – Synthèse

`

A) Analyse approfondie du problème et de ses solutions possibles – But ?

7

4


`

`


Choisir ceux qui permettront de tester la campagne selon les objectifs spécifiques

Ń Echantillons

Ń Les mesures, méthode

Ń Les plans de recherche

Examiner dans les compte rendu de campagnes et autres actions antérieures réussies, si possible en lien avec le comportement à modifier :

8

11

La question se pose si la campagne concerne un groupe plus spécifique et que ce groupe est hétérogène. La connaissance des sous-groupes permettra de pouvoir plus facilement les atteindre, en adaptant la stratégie de communication à chacun des segments selon leurs caractéristiques.

Ń Ex. dans le cas d’une nouvelle loi

La question ne se pose pas si l’on cible la population générale

E) Rassembler des informations pour préparer l’évaluation de la campagne

`

`

B) Décider s’il faut ou non segmenter


Quels média utiliser ? Réalisation de tests afin de déterminer la meilleure stratégie média auprès du groupe ou des segments cibles

Cibles : jeunes automobilistes dans le cadre d’une campagne contre l’alcool au volant Rôle d’une personne importante pour le jeune automobiliste : la petite amie pour inciter le jeune automobiliste à ne pas consommer d’alcool lors de sorties en voiture

Les motivations qui expliquent le plus le comportement ou le changement de comportement : - comportement à risque - comportement sécuritaire

C.

B.

A.


Développer l’outil d’évaluation de la campagne

Elaborer le message proprement dit

Sélectionner les supports média ayant le meilleur impact

3. Concevoir la campagne et son évaluation

`

`

`

Stratégie :

C) Définir comment agir sur les principales motivations et atteindre la population

12

9

`


Le plan média définira quand et où le message apparaîtra (durée de présentation des spots ou taille des espaces publicitaires, fréquence de diffusion des messages selon la durée de la campagne et le budget alloué, …)


Ń Augmenter les connaissances du groupe cible sur le comportement à risque.

Ń Modifier les croyances : les attitudes, les normes subjectives, le contrôle perçu, le risque perçu, …

Objectifs secondaires

Ń Diminuer la fréquence du comportement à risque.

Ń Diminuer le nombre d’infractions;

Ń Diminuer le nombre et la gravité des accidents;

Objectifs primaires

Se fixer des objectifs réalistes (test de l’effet de la campagne)

A. Sélectionner les supports media

`

`

`

D. Transformer le but général en objectifs spécifiques à atteindre

13

10



PRE-TESTS : Tâche de listage d’idées, changements …

Vitesse dépassée = vie perdue/points perdus sur le permis

Vitesse respectée = vie sauvée/points conservés sur le permis

Vaut-il mieux focaliser le message sur les conséquences : - à respecter les limitations de vitesse - à ne pas les respecter ?

Comment présenter l’information ?

b. Comment le dire ? (2)

c. Par qui le faire dire ?

b. Comment le dire ?

a. Quoi dire ?

B. Elaborer un message efficace

17

14

Agir sur les principales motivations

`

une personne à haute crédibilité des personnalités connues

` `

Un ou plusieurs personnages peuvent délivrer le message


Daugmenter l’acceptation du message de la campagne

`


EX. recherche sur la prédiction de transgressions des limitations de vitesse chez les jeunes automobilistes (Pressions ressenties pour dépasser les vitesses autorisées diminuent, le contrôle perçu à dépasser les vitesses diminue)

Apporter des connaissances sur le risque

`

Atteindre les objectifs spécifiques fixés en lien avec les facteurs qui ont le plus de poids pour prédire et expliquer le comportement du groupe cible

c. Par qui le faire dire ?

`

a. Quoi dire ?

18

15

Crédible

Sérieux

Stratégie de Message Efficace

Clair

Pertinent


`

`

`

`


Planifier l’évaluation de la campagne

Définir les méthodes et les outils de recueil des données

Choisir le plan de l’évaluation et définir l’échantillon

Définir les variables/mesures des types d’évaluations à effectuer

C. Développer l’outil d’évaluation de la campagne et planifier son évaluation

Persuasif

Attrayant

Consistent

b. Comment le dire ? (1)

19

16


Baser la campagne sur des statistiques et des recherches

Sélectionner un public cible spécifique

Traduire le but général en objectifs spécifiques (sur base de modèles théoriques)

Concevoir la stratégie et le planning de la campagne (sur base de modèles théoriques)

Formuler le message (clair, compréhensible, crédible, pertinent, persuasif…)

Soigner la mise en oeuvre de la campagne

Assurer une évaluation rigoureuse

Diffuser les résultats

1.

2.

3.

4.

5.

6.

7.

8.

Recommandations générales

`

20

•

Æ Nécessité d’avoir plus d’informations Æ recherches additionnelles

Etudes internationales : la fatigue au volant est un facteur majeur dans 10 à 20 % des accidents. Intérêt croissant.

–

–

Belgique : la fatigue au volant n’est pas reprise parmi les facteurs d’accidents Æ pas de données disponibles

–

Recommandation: Baser la campagne sur des statistiques et des recherches

Etape 1 : Se mettre en route


Colloque CAST Paris, 9 juillet 2009

Institut Belge pour la Sécurité Routière (IBSR-BIVV)

Werner DE DOBBELEER

Eléments-clés pour préparer efficacement une campagne : un exemple avec la campagne PITSTOP

– 1 sur 3 ne connaît aucun remède

– Remèdes populaires : air frais, musique, pause-détente, café

– comportement déclaré : au cours des 12 derniers mois, 1 sur 3 avoue avoir conduit un véhicule en étant trop fatigué (chiffre plus important pour hommes, 18-34 ans, conducteurs professionnels, classes sociales supérieures)

– perception du risque en général : correcte (fatigue = perçue comme 4e facteur d’accidents après la vitesse, l’alcool, les drogues)

• Résultats:

• Premiers indices sur le comportement qui pose problème: étude quantitative (enquête, 615 conducteurs de voitures, mars 2008, Belgique)

Etape 2 : Analyser la situation

– IBSR-BIVV, CE, AXA, Q8 (Belgique)

– UTh, CE, sponsors locaux (Grèce)

• Partenaires

– Belgique et Grèce

• Où ?

– Thème: fatigue au volant

– Pour tester le manuel dans la pratique

– Selon les étapes et les recommandations du manuel CAST

– Conception et mise en oeuvre d’une campagne de sécurité routière

• Quoi ?

Campagnes CAST

– Protection Motivation Theory (PMT): la motivation pour se protéger contre une menace est liée à l’évaluation de la menace et d’éventuelles solutions

• Recommandation: choisir un modèle théorique comme base pour la stratégie de la campagne

• Augmenter l’efficacité de la réponse Æ améliorer la connaissance du seul remède efficace (pause-sommeil) • Diminuer le coût lié à la réponse Æ enlever les barrières sociales au comportement sécurisant

– Augmenter l’appréciation de la solution

• Modifier les croyances sur la vulnérabilité personnelle

– Augmenter l’appréciation de la menace

• Stratégie de la campagne :

• Les objectifs spécifiques serviront de base pour évaluer les effets de la campagne

• Basés sur le modèle théorique (Protection Motivation Theory)

– [Comportement observé, accidents : impossible]

– Comportement déclaré


– Croyances

– Connaissance

• Objectifs spécifiques en termes de

• Recommandation: formuler des objectifs spécifiques

Etape 3 : Concevoir la campagne



– Motivation principale : rejoindre la maison aussitôt pour dormir > influence émotionnelle + sociale

– Le problème se concentre tôt le matin (après une nuit de sortie)

– Le comportement est adapté pour des longs trajets (pauses régulières), pas pour de courtes distances ou des trajets connus

– Perception personnelle du risque parfois incorrecte

– Connaissance générale du risque correcte

• Résultats :

• Principaux prédicteurs de comportement pour le public cible : étude qualitative (connaissance, perceptions et motivations, 20 conducteurs de voitures, 18-25 ans)


– Barrière sociale pour le comportement sécurisant

– Plus vulnérables aux effets de la fatigue (effets combinés fatigue + inexpérience)

– Groupe spécifiquement à risque à cause de leur style de vie (vie active, sortir tard la nuit…)

• Recommandation : sélectionner un public cible spécifique • Choix du public cible sur base de l’étude quantitative & revue de littérature • Conducteurs de voitures privées, 18-25 ans, hommes


– Seul remède efficace: 15 minutes de sommeil (“powernap”, pause-sommeil)

• 17 h sans sommeil = alcoolémie de 0,5 pour mille

– La fatigue au volant augmente le risque d’accident

• Risque accru pour les jeunes conducteurs et les conducteurs professionnels

• Plus de 50% des conducteurs de véhicules privés sont concernés au moins 1x par an

– La fatigue au volant est un phénomène assez fréquent

– La fatigue au volant déteriore le comportement sur la route

(Observatoire européen de la sécurité routière, ERSO – mai 2009)

• Revue de littérature sur la fatigue au volant


• Dépliant d’information distribué par le réseau IBSR

• Spots radio sur des stations pour jeunes, les nuits de week-end, 4 semaines

• Affichettes dans les maisons de jeunes, les écoles, les bibliothèques publiques…

• Durée : 12 nov – 15 déc 2008

• Lancement : 12 nov 2008, conférence de presse à Bruxelles

Etape 4 : Mise en oeuvre de la campagne

– Augmenter la perception du risque personnel (> vulnerability)

– Diminuer les fausses croyances sur les solutions inefficaces, l’importance d’arriver à la maison aussitôt que possible, les opinions des amis et de la famille (> response efficiency, response costs)

• Croyances

– Augmenter la connaissance de la solution effective (> response efficiency)

• Connaissance


– Discothèques et autres lieux de sortie

– Possibilité de commander le PITSTOP PACK gratuit (gadget)

– Stations service Q8

– Jeu en ligne

• Actions sur le terrain: distribution de PITSTOP PACKS par le réseau des volontaires de l’IBSR


– Baseline : Un PITSTOP ? C’est un petit somme, le seul remède contre la fatigue au volant

– Slogan : Ne pas déranger mon PITSTOP

– Titre de la campagne: PITSTOP (> lien avec courses automobiles Formule 1 : “pit stop” = endroit pour faire le plein, recharger d’énergie)

– Message central: “si vous êtes fatigué, faites une pause-sommeil de 15 minutes”

• Recommandation: formuler un message clair, compréhensible et crédible


– Information sur la fatigue au volant et le seul remède efficace

• Site web PITSTOP (www.pitstop.be)


– Diminuer le recours à d’autres solutions ou de continuer à conduire

– Augmenter le bon comportement (pause-sommeil)

• Comportement déclaré

– Diminuer l’intention de choisir d’autres solutions ou de continuer à conduire

– Augmenter l’intention de faire une pause-sommeil (> protection motivation)

• Intentions de comportement


de construire un savoir cumulé

d’identifier les éléments clés de futurs succès

d’éviter de refaire les mêmes erreurs pour les campagnes futures

de constituer un argument pour rechercher des financements pour de futures campagnes

´

´

´

´


de nourrir le corpus des campagnes déjà évaluées

´

Les évaluations permettent …

[email protected]

MERCI !

6 Rédiger le rapport final






Quand s’occuper de l’évaluation ?


Laboratoire de Psychologie de la Conduite – INRETS [email protected] ; [email protected]

Julien Chappé & Patricia Delhomme


Comment évaluer une campagne de communication en sécurité routière ?

Les résultats de cette d'évaluation constituent un préalable à l’évaluation des résultats

Savoir si la campagne se déroule comme prévu et atteint le public cible Æ mesures de l'exposition objective et subjective de la campagne.

Déterminer si la campagne est efficace ou non, et si oui sur quelles dimensions (connaissances, risques perçus, attitudes, normes subjectives, CCP, comportements observés et accidents, etc.)

«

²

²

Groupe exposé exposé à la campagne (expé (expérimental) Groupe non exposé exposé à la campagne (té (témoin)

x

x

Avant

o

Pendant

Moment


x

x

Aprè Après


Analyse du coût-efficacité (relie le coût de la campagne à ses résultats) Analyse du coût-bénéfice (relie les bénéfices monétaires au coût de la campagne)

Evaluer si les effets de la campagne justifient son coût

Evaluation économique

«

Evaluation des résultats

«

«

Evaluation du processus

Plan de recherche

´

´

´

Types d’évaluation

x

x

Avant

o

Pendant

x

x

Aprè Après


- données auto-rapportées : 1 semaine avec la campagne - données de comportement observé : enregistrer le comportement de façon à ce qu’il soit stable -> prévoir plus temps pour l’observer et l’enregistrer - données d’accidents (moyennes) : les accidents avant la campagne devront porter sur la même période en remontant au moins sur 5 ans (ex: janvier-juin)

Groupe exposé exposé à la campagne Groupe non exposé exposé à la campagne

Moment

Pour préparer l’évaluation de la phase AVANT

femmes jeunes hommes d’ d’âge moyen

– si la cible de la campagne est les hommes jeunes ĺ les comparer à:

Si la campagne est nationale :

1 dé département où où la campagne est lancé lancée 1 dé département où où elle ne l’l’est pas

– possibilité possibilité de comparer 2 dé départements :

Si la campagne est locale :

Importance d’avoir un Groupe témoin



– Déterminer si une diffé différence entre deux groupes ou plus sur le plan de diffé différentes mesures (ex. moyenne, variance, proportion) peut ou non être expliqué expliquée par la campagne

Statistiques infé inférentielles

visualisation graphiques (ex. histogrammes)

dispersions des donné données (ex. écartscarts-types)

tendances centrales (ex. pourcentages, moyennes, mé médianes)

effectif

– Décrire les caracté caractéristiques des participants, les mesures

Statistiques descriptives

Analyse des données

– Accidents (nombre et gravité gravité)

– Comportements ré réels : vitesse, alcool, ceinture, …

Connaissances : lé législation, risques, … Croyances : Risques perç perçus, Appré Appréhension du risque, Attitudes, Normes subjectives, CCP, … Comportements (pré (présents, intention comportementale)

de chance que les résultats soient dus aux effets de la campagne et non au hasard.

« 95%

Seuil de significativité Į = .05

Seuil de significativité d’un effet


Conditions et outils identiques pour chacune des phases d’évaluation

Méthode et outils adaptés au type d’évaluation et au type de données à recueillir

pourcentages sont différents qu’ils le sont statistiquement


= ce n’est pas parce que des moyennes ou des

´

Æ

Æ

– moment de l’l’accident (jour/nuit, semaine/WE), …

– type d’ d’accident (tué (tués, dommages corporels, dé dégâts maté matériels),

des compagnies d’ d’assurance …

Accidents : bases de donné données provenant de l’l’Observatoire, des hôpitaux,

Comportement observé observé : enregistrement de la vitesse, alcootest, …

Donné Données autoauto-rapporté rapportées : entretiens, questionnaires, …

Choisies en fonction du budget, du timing et des objectifs de la campagne

– Mesures autoauto-rapporté rapportées

Techniques de recueil des données

Mesures

– Evaluation des effets : mesure des effets de la campagne en termes de connaissance, croyances, intentions de comportement et comportement déclaré. Méthode : enquête online avant/après avec groupe de comparaison (autre groupe d’âges)

– Evaluation du processus : suivre le déroulement de la campagne, mesurer la diffusion et la réception des messages. Méthodes : système de comptage + enquête online

– Evaluation formative : pré-test du visuel et du slogan. Méthode : discussion de groupe

• Recommandation: assurer une évaluation rigoureuse

Etape 4 : Evaluation

Effets sur les comportements/accidents et donné données autoauto-rapporté rapportées Effets sur les comportements/accidents uniquement (attention, souvent les accidents ne sont pas relié reliés au type de comportement ciblé ciblé par la campagne) Effets sur les donné données ou quelques donné données autoautorapporté rapportées uniquement (un changement sur ces dimensions montre que la campagne a eu un effet même si le comportement n’ n’a pas été modifié modifié)

Les effets : 3 cas de figure


Test de l’effet de la campagne en fonction de ses objectifs

1750 spots radio 20.000 dépliants 15.000 affichettes 15.000 cartons PITSTOP Website: 25.000 visiteurs uniques 10.000 PITSTOP packs 14 actions sur le terrain

• 33 % se rappellent au moins 1 élément de la campagne, dont : – Radio : 60% – Site web : 14% – PITSTOP pack : 12%

– Réception du message (“recall”) – groupe 18-25 ans

• • • • • • •

– Diffusion du message (“exposure”)

• Recommandation: diffuser les résultats • Evaluation du processus


Rédaction des conclusions

Analyses statistiques des données

Recueil des données

Choix des mesures

Objectifs de la campagne

Rédaction des conclusions

• Croyances par rapport aux solutions inefficaces, importance d’arriver à la maison aussitôt que possible, opinions des amis et de la famille (> response efficiency, response costs) • Perception du risque personnel (> vulnerability)

– Croyances

• Connaissance de la solution efficace (> response efficiency)

– Connaissance

– Sur base des objectifs spécifiques / facteurs du modèle théorique :

• Evaluation des effets



Colloque CAST Paris, 9 juillet 2009

Institut Belge pour la Sécurité Routière (IBSR-BIVV)

Werner DE DOBBELEER

Comment évaluer une campagne de communication en sécurité routière ? Illustration de l’évaluation des résultats avec la campagne PITSTOP

27%

27%

32%

24%

Je cours moins de risques que les autres

Je suis un meilleur conducteur que les autres, même en étant fatigué

73%

70%

APRES

La fatigue au volant augmente le risque d’accident

AVANT

• Croyances / Perception du risque (groupe 18-25 ans)


• Pratique du bon comportement (pause-sommeil) • Recours à d’autres solutions ou continuer à conduire

– Comportement déclaré

• Intention de faire une pause-sommeil (> protection motivation) • Intention de choisir d’autres solutions ou de continuer à conduire


– Sur base des objectifs spécifiques / facteurs du modèle théorique :

• Evaluation des effets


AVANT 22%

APRES 30%

15% 13% 5%

Parler aux passagers Radio Café

APRES

5%

11%

12%

18%

24%

59%

Mes amis / ma famille espèrent que je fasse un PITSTOP

68%

APRES

72%

50%

58%

55%

Air frais / radio / parler aux passagers

PITSTOP

36%

21%

27%

AVANT

32%

24%

24%

APRES

Ne s’applique pas car pas fatigué

Non

Oui

51%

39%

10%

AVANT

53%

37%

10%

APRES

Au cours du mois passé, j’ai fait un PITSTOP…

La prochaine fois que je me sens fatigué…

Pause-détente

• Comportement déclaré (groupe 18-25 ans)


Un lieu sûr pour se garer pourrait m’inciter à faire un PITSTOP

47% Je ferai un PITSTOP même si mes amis / ma famille ne sont pas d’accord

56%

Rejoindre la maison est le plus important

AVANT

• Croyances (groupe 18-25 ans)


• Intentions de comportement (groupe 18-25 ans)


24%

Air frais

AVANT 21%

Pause-détente

Autres remèdes

• Croyances (groupe 18-25 ans)

Pitstop

Remède efficace = PITSTOP

• Connaissance (groupe 18-25 ans)


FIAP - 9 juillet

Laboratoire de Psychologie de la Conduite - INRETS [email protected]

Maria Pinto

Importance de la standardisation d’un compte-rendu de campagne et de sa diffusion

– Se concentrer sur les motivations personnelles et la barrière sociale – Se concentrer sur les endroits sûrs pour faire un PITSTOP

• Leçons pour des campagnes futures

– Taux de rappel élevé (surtout radio) – Accroissement de la connaissance du seul remède efficace – Diminution partielle des fausses croyances sur les autres remèdes – Accroissement de la perception du risque personnel – Diminution partielle des intentions de comportement pour les autres remèdes

• Conclusions


1

FIAP - 9 juillet

9 l’expérience acquise

9 les résultats

9 la stratégie de la campagne

9 le contexte

• Présenter de façon objective et critique

Pourquoi rédiger un compte-rendu ?

(1/2)

• OUI, il est possible d’évaluer des campagnes de sécurité routière ! • OUI, il est possible d’obtenir des effets même avec 1 seule campagne !

• Conclusions finales


2

(2/2)

FIAP - 9 juillet

pour mesurer les effets de la campagne, etc.)

• Mener des méta-analyses : identifier des critères efficaces ou développer de nouvelles méthodologies (modèles théoriques, plan et variables utilisées

campagnes, aux sponsors, investisseurs, chercheurs et grand public

• Retours aux partenaires impliqués dans la

• Directives pour les besoins futurs

Pourquoi rédiger un compte-rendu ?

[email protected]

MERCI !

3

• •

• •

Échelle de la campagne : locale, régionale, nationale Porté Portée de chaque mé média choisi Duré Durée et fré fréquence de la diffusion médiatique ...

FIAP - 9 juillet

Évaluation Conclusions et principales recommandations

– Lancement de la campagne

• Type (ex. contrôles routiers) • Échelle : nationale, régionale, locale • …

– Activités de support

• • • •

– Type de média et plan média

• Conception : idée phare, slogan • Contenu : en fonction du but général & des objectifs spécifiques de la campagne, du public cible, du modèle théorique, etc. • Structure : uni- ou bivarié, cadrage + ou -, etc. • ...

– Message

Background Stratégie de la campagne

Corps principal du rapport

FIAP - 9 juillet

Par qui a-t-elle été menée ? Comment a-t-elle été menée ? Les effets (s’il y en a) sont-ils dus à la campagne ? Quels types d’évaluation ont été menées (du processus, des résultats, et/ou économique) – Sur quelles dimensions la campagne a-t-elle été évaluée – Quels éléments de la campagne ont été particulièrement efficaces, et lesquels ne l’ont pas été ? – Les effets ont-il été mesurés à cout, moyen, et/ou long terme ?

– – – –

– Pourquoi avoir mené une campagne ?

• Répondre aux questions suivantes

• Etre rédigé sous un format standard

Caractéristiques du compte-rendu

7

4

– – – – – – –

et 6)


FIAP - 9 juillet

Background But général Objectifs spécifiques Stratégie de la campagne Méthodes d’évaluation utilisées, participants et procédure Résultats principaux Conclusion et recommandations

Page de titre (titre, auteurs, etc.) Remerciements Résumé (15 lignes - 300 mots) et mots-clés (entre 3 Table des matières Résumé long (3 - 4 pages)

Type de donné données collecté collectées Méthode et outils utilisés pour le recueil des données Résultats Participants : nombre / groupe, nombre total, âge, etc. Matériel : procédure de conception des enquêtes, etc. Procé Procédure : nombre d’enquêteurs ; consigne ; plan d’évaluation, etc. Résultats : données ; tests statistiques ; etc.

FIAP - 9 juillet

• Conclusions et principales recommandations

– Évaluation économique – Discussion

• • • •

– Évaluation des résultats :

• • •

– Évaluation du processus :

• Background • Stratégie de la campagne • Évaluations

• • • • •

Contenu et structure du rapport

8

5

– auteurs du rapport – équipe de campagne

• Index des auteurs

FIAP - 9 juillet

– matériel utilisé (ex. questionnaires) – tableaux et graphiques volumineux

• Annexes

– bibliographie – bases de données – sites web

• Références

Contenu et structure du rapport

FIAP - 9 juillet

• Stratégie de la campagne • Évaluation • Conclusions et principales recommandations

– Public cible – But général de la campagne – Modèle(s) théorique(s) utilisé(s) et principaux facteurs prédictifs du comportement – Objectifs principaux

de littérature et de recherches additionnelles si nécessaires)

– Définition du problème et analyse de la situation (revue

• Background


9

6

FIAP - 9 juillet

• Publication des résultats dans des journaux scientifiques, actes de conférences, etc.

– Site web du commanditaire – Base de données européenne (www.erso.com) ou internationale (www.safetyweb.com)

• Disponible sur Internet

Diffusion du rapport

10

Denfert-Rochereau




secrétariat : 01 30 84 39 30











13h00 Déjeuner



Patricia Delhomme




11h00 Pause café










17h10 Fin INRETS Laboratoire de Psychologie de la Conduite 25, allée des marronniers Satory 78 000 Versailles

Patricia Delhomme





15h45 Pause café


Maria Pinto






PROGRAMME



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3.7 - Ministry of Transport NL – The Netherlands

CAST Symposium June 4th 2009

Symposium Opening by chairwoman Eva Kuit

11.00 – 11.45

Elective session, round II

Elective session, round III

Discussion and debate by moderators

13.30 – 14.15

14.30 – 15.15

15.30 – 16.00

Middelburg in beweging

Gemeente Middelburg

Session 2: Cooperation between campaign organiser, researcher and advertising agency Moderator: Koos Tamis (Ministerie van Verkeer en Waterstaat) Organiser (Dutch): Peter van Vendeloo (Tabula Rasa) Researcher (Dutch): Cees Meijer (Stichting Consument en Veiligheid) Advertising agency (Belgian): Piet Wulleman (Germaine)

Session 1: New insights into influencing behaviour Moderator: Divera Twisk (SWOV) Dutch Speaker: Christine Swankhuisen (Tabula Rasa) Belgian Speaker: Katarina Panic (Universiteit Gent)

Elective sessions

Reception

Closing word by chairwoman Eva Kuit

Lunch

12.30 – 13.30

16.00 – 17.00

Elective session, round I

11.45 – 12.30

Overview of elective sessions by moderators

CAST overview by Ankatrien Boulanger (Project coordinator, BIVV)

Registration

10.30 – 11:00

Programme

On June 4th a symposium on the means to achieving effective road safety campaigns was held in the World Trade Center in Rotterdam. This symposium, organised by SWOV, BIVV, KPVV and Ministerie van Verkeer & Waterstaat, was meant to disseminate the results of European CAST (Campaigns and Awareness-raising Strategies in Traffic safety) project and provide practitioners with relevant information and insight into how to set up an effective road safety campaign. All symposium attendees received the CAST manual.

2


4–in–1 project

The symposium was attended by 100 people. Roughly 90% of the attendees completed an evaluation form. The results of the evaluation were favourable: people thought the symposium was well organised and found the electives interesting. All elective sessions earned high scores (earning 7 out of 10 and upwards).

Evaluation

Session 5: Combining road safety campaigns with other means of influencing behaviour Moderator: Werner de Dobbeleer (BIVV) Dutch Speaker: Dirk-Jan van der Vis (Gemeente Middelburg) Belgian Speaker: Stefaan Vannieuwenhuyse (Police zone Grensleie)

Session 4: Evaluation put into practice Moderator: Ankatrien Boulanger (BIVV) Dutch Speaker: Robert Coffeng (Oranjewoud) Belgian Speaker: Stijn Daniels (Universiteit Hasselt)

Session 3: Local campaigns Moderator: Wilma Slinger (KpVV) Dutch Speaker: Jacqueline van der Spek (ROV Utrecht) Belgian Speaker: Walter Dillen (Traffic police Antwerpen)

3


Voorbeeld: - Staandehoudactie in 30 km/h-gebieden; - Overleg met verkeerswerkgroepen.

Met name gericht op 30 km/h gebieden - Verbeteren infrastructuur (snelheidsremmers); - Communicatieplan; - Handhaving (op snelheid).

4–in–1 project

4

5

8



Doel: • Gedragsverandering bewerkstelligen; • Veiligheid van voetgangers en fietsers bevorderen;

Staandehoudacties in 30 km/h gebieden



Doel behalen door: • Controleren op snelheid in 30 km/h-gebied; • Belonen van goed gedrag (bij een snelheid tot en met 30 km/h); • Aanspreken bestuurders (bij een hogere snelheid dan 30 km/h); • Bekeuren bij (forse) snelheidsovertredingen.


9

6



In samenwerking met: • Verkeerspolitie; • Veilig Verkeer Nederland; • Kinderen van basisscholen; • Gemeente.


10

7


Conclusie: • De boodschap en de campagne blijven herhalen.

Bevindingen: • Staandehoudacties worden goed ontvangen; • Ruim vijf jaar ervaring met zeven inzetten per jaar; • Veel aandacht vanuit de media.



14

11

12


Symposium 4 juni 2009 ROTTERDAM





CAST?

In 2009 • 38% < 30 km/h • 50% = 30 km/h – bekeuringsgrens • 12% > Bekeuringen

13










Aanvang project • 30% < 30 km/h • 50% = 30 km/h – bekeuringsgrens • 20% > Bekeuringen

Indicatieve meting:


IBSR/BIVV- België




CAST HANDBOEK

Coördinator


Consortium

RfSF - Denmark

VTI - Sweden

ULFF - Slovenia

PRP - Portugal

IBDiM - Poland


DTU - Denmark

BfU - Switzerland

ISEC - Portugal

UTh - Greece

BASt - Germany

TØI - Norway



IMOB - Belgium

SIPSiVi - Italy SWOV - the Netherlands

FACTUM - Austria

Partners






www.cast-eu.org


Hartelijk dank!








AANBEVELINGEN SUCCESVOLLE CAMPAGNE

Nieuwe inzichten

Gedragsbeïnvloeding



Katarina Panic: Universiteit van Gent

Christine Swankhuisen: Tabula Rasa/Universiteit Leiden





• Het is effectiever te laten zien hoe het moet, dan het ongewenste gedrag te tonen.

• De context waarin mensen in aanraking komen met de boodschap is even belangrijk als de boodschap zelf.

• Routinegedrag kun je niet met communicatiecampagnes veranderen

• Weggebruikers laten hun gedrag door argumenten beïnvloeden .

• Hoe meer angst een boodschap opwekt, hoe meer effect ze heeft .

Stellingen

Æ Dit is fout

Hoe meer angst een boodschap opwekt, hoe meer effect ze heeft

Almost every smoker thinks about quitting. It’s time you acted on it. Our quit Advisors will provide you with practical tips and a listening ear. Save your life, call 1800 438 2000 ‘

But we think you need to know it gets much harder when you don’t quit.

‘We won’t tell you smoking is a harmful habit. After all, you already know that. We won’t tell you quitting is hard. You know that too.

Extended Protection Motivation Model (Witte, 1992):

• Crashtest site gordelcampagne België http://www.klikvast.be/

Voorbeeld: dragen autogordel

‘This can happen to you. Use your head, wear a helmet!’

Æ Dit is fout

Weggebruikers laten hun rijgedrag door argumenten beïnvloeden

‘Every year over 11.000 people die on our roads and 30.000 are seriously injured. (…) The sad truth is that 40% of these cases could have been prevented by simply wearing a helmet. When you think about it, there are no excuses’.

• Verkeersgedrag is in hoge mate automatisch gedrag: daar denken we niet (meer) bewust over na.

• Argumenten spelen geen rol bij het beïnvloeden van verkeersgedrag

• 95% van ons gedrag is automatisch gedrag






Stellingen

– Doorzettingsvermogen: succesvolle campagnes lopen vele jaren

– Interventieprogramma’s (campagne in combinatie met beleid, handhaving) meer effect

– Realistische verwachtingen: 1,5% gedragsverandering per jaar is heel goed.

– Kennis van sociaal-psychologische interventies: wat heeft bewezen effect op gedrag van groepen mensen?

Dat kan wel. Maar het vraagt wel iets van opdrachtgevers en campagnemakers:

Beïnvloeding automatisch gedrag

– Experimenteel onderzoek John Bargh – Onderzoek Tabula Rasa voor Rijkswaterstaat

• Snelheid

Toepassen op verkeersgedrag:

Kansrijke mogelijkheden : invloed van woorden en beelden (priming)






Stellingen

• Hoffelijkheid

Toepassen priming verkeersgedrag (2)

Æ Dit is onjuist

Routinegedrag kun je niet met communicatiecampagnes veranderen

• Resultaat: onmiddellijk in ‘fear control’ na het programma. Aard van de spot is niet meer belangrijk.

• High fear programma + spot

• Low fear programma + spot

How Much Fear is too Much?






Stellingen

Æ Dit is juist

De context waarin mensen in aanraking komen met de boodschap is even belangrijk als de boodschap zelf

Stellingen

Public Service Announcement

Interactief deel (extra informatie)






• Online enquête

TV Programma

• Stimuli:

– Voorstelling Onderzoek:

The Impact of an interactive threat appeal : How Much Fear is too Much?

– Het wekt de indruk dat het ongewenste gedrag heel normaal is (‘Als zo veel mensen zonder helm rijden, kan ik dat ook doen’)

• Voorbeeld: kort lontje

– Het activeert onbewust het ongewenste gedrag

Het laten zien van ongewenst gedrag is niet effectief

Ongewenst gedrag: tegengesteld effect

Æ Dit is juist

Het is effectiever te laten zien hoe het wel moet, dan het ongewenste gedrag te tonen

Toepassing op verkeersgedrag: alcohol

• Voorbeeld kort lontje


Het laten zien van ongewenst gedrag is om verschillende redenen niet effectief


• BoB-campagne • http://www.youtube.com/watch?v=V0 0hGk9V_D0&feature=related

• Handhavingsspotje Bob http://www.pvvh.nl/smartsite.shtml?i d=55192

Toepassing op verkeersgedrag: alcohol (2)

Door alle commotie van de afgelopen maanden staat de softdrugsproblematiek in Castenburg al ruim op de kaart. Het is volgens ons daarom niet nodig het probleem breed te agenderen en de bevolking ervan bewust te maken.

Wij willen de campagne volledig concentreren op de risico’s voor de verkeersveiligheid van rijden na gebruik van cannabis. Aandacht voor andere aspecten (zoals geluid- en stankhinder, parkeeroverlast, etc.) vertroebelt de boodschap en doet afbreuk aan de kracht van de communicatie.

Ons gevoel is dat iedereen inmiddels wel weet welke gevolgen softdrugsgebruik heeft. Kennis is er voldoende. Daarom mikken we in deze campagne vooral op een mentaliteitsverandering, vooral bij jongeren tussen 16 en 25 jaar. Bezoekers van de coffeeshop zijn daarbij een logische doelgroep.

Om veel media-exposure te genereren en de doelgroep in het hart te raken, kiezen we voor een simpele en niet mis te verstane boodschap. Tonen van de risico’s staat daarbij voorop. Dat mag best pittig en confronterend. We houden jongeren een spiegel voor, maar zonder ze te isoleren of te criminaliseren.

x

x

x

x

Otto van Spiegel creatief directeur/managing partner

In deze tijden van economische malaise hoef ik jullie niet uit te leggen hoe belangrijk deze opdracht voor ons bureau is. Go for it!

Als reclamebureau gaan we voor effectieve, opvallende én spraakmakende communicatie. Dat betekent scherpe keuzes qua doelstelling, doelgroep en kernboodschap. Een campagne vol compromissen werkt niet.

x

Briefing voor het brand team van Van Spiegel & De Kraal, op basis van een quick and dirty-analyse van de casus-Castenburg en de creatieve sessie in café De Tap

Startbijeenkomst campagne ‘Castenburg tegen drugsoverlast’ op 4 juni 2009

Van Spiegel & De Kraal Maatwerk in communicatieadvies en reclameproducties




• Routinegedrag kun je niet met communicatiecampagnes veranderen .


Stellingen

Een keuze voor een duidelijk afgebakende doelgroep is noodzakelijk. Belangrijk is bij wie een houdings- en gedragsverandering moet plaats vinden, om bij te dragen aan oplossing van een maatschappelijk probleem. In die zin ligt het voor de hand de campagne primair te richten op bezoekers van de coffeeshop. Aangezien softdrugsgebruik in alle leeftijdscategorieën voorkomt, is het af te raden de doelgroep te beperken tot jongeren. Recent onderzoek toont aan dat een qua formulering en toonzetting positief handelingsperspectief de grootse kans biedt op gedragsverandering. Het gewenste gedrag moet centraal staan. Zeker bij ‘randgroepen’ (zoals bijvoorbeeld softdrugsgebruikers) is een harde en confronterende benadering af te raden. ‘Een spiegel voorhouden’ stoot af en roept verdedigingsmechanismen op. Een focus op de risico’s van cannabis voor de rijvaardigheid kan contraproductief werken, omdat over het effect van cannabis geen eenduidigheid bestaat. Uit sommige studies blijkt een verhoogd risico bij automobilisten, maar andere studies geven daar geen indicaties voor. De combinatie met alcohol is wel aantoonbaar gevaarlijk.

x

x x

x

Drs. Leo B.G. de Hond programmaleider ‘Mens, drugs en communicatie’

Gezien de binnen ons instituut aanwezige kennis en expertise verwacht ik dat u een significante bijdrage kunt leveren aan de effectiviteit en kwaliteit van de beoogde campagne.

Onderzoek wijst uit dat campagnes met heldere doelen, gerichte doelgroepselectie en een eenduidige boodschap het meeste effect sorteren. Brede agenderings- en bewustwordingscampagnes blijken om die reden vaak hun doel te missen. De boodschap van dergelijke campagnes is veelal te vaag en te weinig activerend voor de doelgroep.

x

Advies voor de direct betrokken KcDS-medewerkers, op basis van desk research naar relevante communicatietheorie en empirisch onderzoek

Betreft: Startbijeenkomst campagne ‘Castenburg tegen drugsoverlast’, 4 juni 2009

Kenniscentrum ‘Drugs en Samenleving’ Toegepast wetenschappelijk onderzoek ter ondersteuning van landelijk en regionaal drugsbeleid

Na afloop volgt een plenaire afsluiting. Namens elke tafel presenteert een vertegenwoordiger de strategie en de slogan. De focus ligt daarbij vooral op de interactie tussen de partijen aan tafel: Hoe kwamen de strategische keuzes tot stand? Welke knelpunten en dilemma’s kwam men daarbij tegen? De drie deskundigen

Opdracht Gezien de onrust onder de bevolking dringt de gemeenteraad aan op snelheid. De wethouder kiest daarom voor een onconventionele aanbestedingsprocedure. Er komen drie rondetafel-sessies, waarbij vertegenwoordigers van de gemeente, reclamebureau Van Spiegel & De Kraal en kenniscentrum ‘Drugs en Samenleving’ samen de hoofdlijnen van de campagnestrategie opstellen. Belangrijkste vragen hierbij zijn: welke doelgroep(en), communicatiedoelstelling(en) en kernboodschap kiezen we? Aansluitend bedenken de drie delegaties een slogan, waarin de gemaakte strategische keuzes tot uiting komen. Elke sessie staat onder begeleiding van een onafhankelijke deskundige. Die zal vanuit zijn communicatie-expertise het proces kritisch volgen en indien nodig - in goede banen proberen te leiden.

Na de reeks recente ongevallen is de roep om ingrijpen door de gemeente verhevigd. Lokale politici en media eisen snelle maatregelen om de verkeersveiligheid te waarborgen. Enkele raadsfracties pleiten voor verdergaande maatregelen, om ‘onze burgers te beschermen tegen grootstedelijke uitwassen van het gedoogbeleid’. Suggesties lopen uiteen van cameratoezicht en een pasjessysteem tot directe sluiting van de coffeeshop. Wethouder Piet van Rookhuijzen ziet voorlopig echter weinig opties voor een harde aanpak. De coffeeshop beschikt over alle vereiste vergunningen en bij controles zijn geen overtredingen geconstateerd. Scherper politieoptreden tegen het rijden onder invloed van cannabis is vooralsnog niet haalbaar bij gebrek aan een wettelijke norm en een gevalideerd detectie-instrument. Op korte termijn acht de wethouder alleen communicatie inzetbaar. Hij stelt daarom aan de gemeenteraad voor ‘door middel van brede en grootschalige voorlichting een aanzet te geven tot agendering en bewustwording van de lokale softdrugsproblematiek’.

Recent is daar nog een ernstig probleem bijgekomen: een forse toename van de verkeersonveiligheid binnen de gemeente en op de aansluitende provinciale weg. Volgens de politie en actiegroep Castenburg Veilig hangt dat probleem direct samen met de populariteit van ‘De groene hemel’. Bezoekers van de coffeeshop blijken verantwoordelijk voor minstens drie ongevallen in het laatste half jaar. Bij twee daarvan was alleen sprake van blikschade, maar in één ongeval liep een fietser zwaar hoofdletsel op. De betrokken automobilisten kwamen uit de coffeeshop en waren aantoonbaar onder invloed van cannabis.

In de gemeente Castenburg, alom bekend als de parel van de grensstreek, is de idyllische rust sinds twee jaar verdwenen. Reden is de komst van coffeeshop ‘De groene hemel’. Begonnen als een uit de hand gelopen hobby van uitbater Rob de Lianon, beschikt de coffeeshop inmiddels over een uitgebreide klantenkring in de wijde omgeving. Dagelijks komen er ruim 300 bezoekers uit Nederland en Vlaanderen. Dit tot ongenoegen van de grote meerderheid van de inwoners van Castenburg. Zij zien zich geconfronteerd met diverse vormen van overlast: van stank en lawaai tot wildplassen en dubbel parkeren. Ouders en schoolhoofden klagen dat het gezinsleven en studieprestaties lijden onder het toenemend softdrugsgebruik van de lokale jeugd. Winkeliers in de buurt van de coffeeshop zien hun inkomsten dalen. Castenburg is zijn onschuld verloren.

Campagne ‘Castenburg tegen drugsoverlast’

De gemeente is voorstander van een integrale probleembenadering. Daarbij worden de risico’s voor de verkeersveiligheid gepresenteerd als één van de negatieve gevolgen van softdrugsgebruik naast en in samenhang met andere vormen van overlast (zoals geluid- en stankhinder, parkeeroverlast etc.). De gemeente wil dat de campagneboodschap gericht wordt op zowel de veroorzakers van de problemen (klanten van de coffeeshop) als degenen die overlast ervaren (inwoners, verkeersdeelnemers, ondernemers). Dit sluit aan bij de wens de problematiek breed te agenderen en onder alle betrokken geledingen in de samenleving een bewustwordingsproces op gang te brengen. De campagneboodschap moet vooral uitstralen dat de gemeente (en in het bijzonder wethouder Van Rookhuijzen) het probleem zeer serieus neemt en daadkracht wil tonen. De belofte luidt: Castenburgers, u kunt op uw gemeente vertrouwen!

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x

CAST-stappenplan voor de ontwikkeling, uitvoering en evaluatie van verkeersveiligheidscampagnes

Stap 3: Ontwerp van de campagne en de evaluatie (Designing the campaign and the evaluation) x Maak duidelijke keuzes ten aanzien van de schaalgrootte, de doelstellingen (kennis, houding en/of gedrag) en de doelgroepen x Formuleer een zo concreet mogelijke kernboodschap met een begrijpelijk en uitvoerbaar handelingsperspectief x Kies een bij de doelgroep en kernboodschap passende tone of voice x Bepaal op basis van de bovenstaande keuzes welke mix van media en communicatiemiddelen gewenst en haalbaar is x Test vooraf het campagneconcept en de belangrijkste middelen x Maak een plan voor het evalueren van de effecten van de campagne x Maak een plan voor de implementatie, met een heldere verdeling van inhoudelijke, financiële en logistieke verantwoordelijkheden

Stap 2: Analyse van de uitgangssituatie (Analysing the Situation) x Verzamel informatie over aard, omvang, motivaties en leefstijl van mogelijke doelgroepen x Inventariseer de bepalende factoren van het probleemgedrag en mogelijke oplossingen daarvoor x Selecteer de kennis-, houdings- en gedragsaspecten die je met de campagne wil beïnvloeden

Stap 1: Een start maken (Getting started) x Maak een probleemanalyse op basis van onderzoeksresultaten en statistisch materiaal x Inventariseer relevante stakeholders en potentiële campagnepartners x Organiseer een startbijeenkomst met stakeholders en partners x Vorm een campagneteam met een heldere verdeling van verantwoordelijkheden

Het samenwerkingsproces tussen opdrachtgever, onderzoeker en reclamebureau moet vooral gestalte krijgen tijdens de eerste 3 fases in het CAST-stappenplan voor de ontwikkeling, uitvoering en evaluatie van verkeersveiligheidscampagnes. Per stap staan hieronder enkele essentiële noties die kunnen bijdragen aan optimalisering van de samenwerking en de effectiviteit van de campagne. Voor meer uitgebreide informatie wordt verwezen naar het CAST-handboek en samenvatting daarvan.

Leerpunten en aanbevelingen uit het CAST-project

Samenwerking tussen opdrachtgevers, onderzoekers en reclamebureaus

Chantal de Beus – Van Rookhuijzen, senior-communicatieadviseur

Met collegiale groet,

Ik wens u een constructieve en vruchtbare vergadering toe.

De gemeente geeft de voorkeur aan een brede bewustwordingscampagne over de schadelijke gevolgen van softdrugs, naar het voorbeeld van ‘Drank maakt meer kapot dan je lief is’. Kennisoverdracht moet daarbij centraal staan.

x

Aanwijzingen voor de delegatie van de gemeente Castenburg, op basis van de notulen van de gemeenteraad en intern overleg met wethouder Van Rookhuijzen

Notitie campagne ‘Castenburg tegen drugsoverlast’ Ter voorbereiding van de startbijeenkomst d.d. 4 juni 2009

Gemeente Castenburg Sector Klantcontact, afdeling Externe communicatie

geven vervolgens hun indrukken en oordeel over de wijze van samenwerking en resultaten.

4 juni 2009

3

4 juni 2009

• ROV initiator en praktische map ontwikkeld (tips en voorbeelden 30km-acties) • Projectgroep formeren (gemeente, bewoners, politie, ROV, VVN) • Communicatieplan: doel, doelgroep, boodschap, partners, afzender, tijd, activiteiten en media

• Afname van de snelheid (gedrag aanpassen) • Bewoners hiervan bewust maken (zijn vaak de klagers en de overtreders)

4 juni 2009

Symposium effectief campagne voeren 4 juni 2009

Deelsessie 3: campagnes op lokaal niveau

4

1

Regionaal Orgaan Verkeersveiligheid Utrecht

Proces 30km campagne

R egionaal O rgaan V erkeersveiligheid U trecht

Doel 30km campagne

6 Writing the Final Report

5 Completing the Evaluation and Drawing Conclusions

4 Conducting the before-period Evaluation and Implementing the Campaign

3 Designing the Campaign and the Evaluation

2 Analysing the Situation

1 Getting Started


4 juni 2009

4 juni 2009

5

2

¾ Aandacht voor verkeersveiligheid blijft nodig

¾ Beleidsuitvoering in samenwerking met de partners

¾ ROV richt zich op het menselijk aspect

Missie ROV

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4 juni 2009

4 juni 2009

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4 juni 2009

4 juni 2009

• Openingsacties na infra-aanpassing • Ontwerpwedstrijd 30km verkeersborden op scholen • Kennistest 30km in locale kranten

Voorbeelden 30km campagne

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4 juni 2009

Voorlichting (acties en voorlichtingsavonden) aanvullend op handhaving

infrastucturele aanpassingen

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In 2009 samenwerking gestart met verkeerspolitie Utrecht Team Subjectieve Verkeersveiligheid (TSV). TSV handhaaft in 30km-zones bij veel klachten van bewoners (3 maanden) TSV afspraak met gemeente na handhaving

Voorbeelden 30km campagnes

4 juni 2009

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4 juni 2009

4 juni 2009

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4 juni 2009

4 juni 2009

Actieve bewonersgroep inschakelen Gemeenteraadsleden bij acties inschakelen Combineren met handhaving Snelheden nemen tijdelijk af dus regelmatig korte herhalingscampagnes

• Lange looptijd nieuwe inrichting • Gemeenten weinig capaciteit/prioriteit campagnes • Soms moeilijk bewoners te activeren mee te werken aan campagne • Politie mag niet handhaven in 30km-zones, moeilijk om plaatselijke politie erbij te betrekken

• • • •

Tips effectieve campagnes

Dilemma’s/belemmeringen

Lokale Politie Antwerpen – CP Walter Dillen

Verkeerscampagne

4 juni 2009

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- Kunnen campagne mee uitdragen en vorm geven door een affiche aan het raam te hangen. Het is de bedoeling om zoveel mogelijk netwerken aan te spreken en de campagne een groot draagvlak te geven.

Tertiaire doelgroep: Alle Antwerpenaars

- Ook zij moeten zich aan de verkeersregels houden. Uit cijfers van de politie blijkt dat ‘wild oversteken’ door voetgangers dé belangrijkste oorzaak is van ongevallen met zwakke gebruikers.

Secundaire doelgroep: De zwakke weggebruiker

- Campagne richt zich in eerste plaats op hun gedrag.

Primaire doelgroep: De chauffeurs

Doelgroepen verkeerscampagne

2

De lokale verkeerspolitie van Antwerpen

Het weerkerende en verbindende element is: ‘het verkeer is van iedereen’. Idealiter doet de campagne dus meer dan enkel wijzen op het belang van een correcte snelheid en bevat ze ook elementen uit het STOPbeleid: aangepaste snelheid, correct parkeren, zwakke weggebruiker, zone 30, …

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Doet een sterk beroep op het verantwoordelijkheidsgevoel van iedereen in de stad.

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Burgers/netwerken/organisaties

- reclamebureau - fotograaf - bouwer internetsite

Externe partners

6

- Dienst Marketing & Communicatie

Bestuurlijke Overheid Stad Antwerpen:

- Verkeerspolitie - Dienst Communicatie - Dienst Financiën

Lokale Politie Antwerpen

Campagnepartners

3

Geeft – in deze volgorde - prioriteit aan Stappers, Trappers, Openbaar vervoer en Privaat (auto)vervoer. Wat veilig is voor voetgangers en fietsers is dit bij uitbreiding voor alle weggebruikers.

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Uitgangspunt verkeerscampagne: STOP-principe

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Voorbeelden campagnebeeld

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- September/najaar: terug naar school / mobiliteitsmaand

Timing

- Door uitbreiding naar andere thema’s (vb. correct parkeren) wordt participatie gestimuleerd: vb. “Namens alle fietsers, merci om correct te parkeren.”

- Snelheid: “Ook minder snel, kom je er wel”

Thema:

- Grootschalige participatieve weerkerende verkeerscampagne (2007 - ….)

Format:

- Basisplan verkeersveiligheid 2007-2012

Basis

Setting verkeerscampagne

AdviesAdvies- en ingenieursbureau Oranjewoud Postbus 40, 4900 AA Oosterhout tel 01620162-487512 ee-mail [email protected]

Robert Coffeng

4 juni 2009, Rotterdam

Symposium “Effectief campagne voeren, hoe bereik je dat?” dat?”


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Participatie scholen

Grip op Gedrag…

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1. 2. 3. 4. 5.

Participatieve campagnesite

probleemanalyse gedragsanalyse plan van aanpak gedragsbeïnvloeding evaluatie

Maak je eigen raamaffiche

Engagement

foto: www.sharkschool.com

Waarom evalueren?

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Enlargement

Engineering

Education

Ruimer kader verkeersbeleid

achterhaal doelstelling en belang onderdeel van aanpak, eventueel in delen word medemede-eigenaar of participeer bereik, begrip, waardering grip op campagne of hoe verleid je je sponsor/opdrachtgever?

foto: www.ehjongeren.punt.nl

kost tijd en geld goed voorbereid, dus zal wel goed zijn nieuwe taak / nieuw project conflicterende doelstelling wie krijgt de schuld? lange duur campagnes geweest is geweest…… geweest……

Hoe overtuig je je sponsor/opdrachtgever?

En onze praktijk dan? inzicht in resultaten verantwoording van resultaten bijsturen van de campagne nieuwe inzichten verkrijgen kennisontwikkeling profileren van afdeling of organisatie

Ervaringen

Als je het verleden begrijpt, kun je de toekomst verbeteren…

frequentie / monitoring rapport: overzicht, registratie & advies dubbel doelgroepgericht resultaat: kennen, kunnen, willen, doen en zeker ook de samenwerking herhalen, herhalen en nog eens herhalen breed uitdragen!

Aanbevelingen voor evaluatie…

Onze ervaring…

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Robert Coffeng


Welke evaluatie?



kijk ook buiten je vak leer van het effect ben in contact met je doelgroep

Om te onthouden…


Hoe rapporteer je over de resultaten van je campagne?

Hoe waarborg je de kwaliteit van een evaluatie met een klein budget?


(4) Uitvoeren

– – – –


Welke evaluatiemethode kan ik gebruiken?

Hoe overtuig je opdrachtgevers en sponsors van het belang van een goede evaluatie?

Waarom is het belangrijk om te evalueren?

Vragen

– – –



Voorbeeld (1)


Stijn Daniels




PROCESEIGENAAR VERKEER

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Stefaan VANNIEUWENHUYSE

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of de formule…

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Combinatie van voorlichting met andere vormen van gedragsbeïnvloeding!


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Voorbeeld (2)

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Commissaris Stefaan VANNIEUWENHUYSE


2

SAMEN ZORGEN VOOR EEN VEILIGERE SCHOOLOMGEVING ?!

Het traject van onze PZ GRENSLEIE… GRENSLEIE…

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…doen wat we zeggen en zeggen wat we doen… doen….

-uitbouwen een coherent snelheidsbeleid zowel op preventief als repressief vlak -uitbouwen van partnerships in kader van VVF, in het bijzonder met de scholen en aanverwante organisaties -uitbouwen van de dienst verkeer als kennis- en adviescentrum voor zowel eigen collega’s als externe partners (mobiliteit/analyse)

Een blik op onze strategische doelstellingen verkeer


• • •

Data-analyse

• •

Hoe meten?

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Engagement

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SensibilisatieSensibilisatie-communicatiecommunicatie-overlegoverleg-respect 4

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Enforcement

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Engineering

Partnership

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Education

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de 4 E’s – link elementen excellente politiezorg



Gemeente Middelburg


Het is niet evident een evident partner… partner… te zijn en te blijven !!!

mensen

middelen

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Streven naar DE WIN-WIN SITUATIE ?!

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4–in–1 project


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Laten we samen blazen !?, voor meer veiligheid

Ik wens u nog een vruchtbaar ‘integraal’ campagnetraject !

3


In samenwerking met: • Verkeerspolitie; • Veilig Verkeer Nederland; • Kinderen van basisscholen; • Gemeente.



Voorbeeld: - Staandehoudactie in 30 km/h-gebieden; - Overleg met verkeerswerkgroepen.

Met name gericht op 30 km/h gebieden - Verbeteren infrastructuur (snelheidsremmers); - Communicatieplan; - Handhaving (op snelheid).

4–in–1 project

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Doel: • Gedragsverandering bewerkstelligen; • Veiligheid van voetgangers en fietsers bevorderen;


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Doel behalen door: • Controleren op snelheid in 30 km/h-gebied; • Belonen van goed gedrag (bij een snelheid tot en met 30 km/h); • Aanspreken bestuurders (bij een hogere snelheid dan 30 km/h); • Bekeuren bij (forse) snelheidsovertredingen.


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Aanvang project • 30% < 30 km/h • 50% = 30 km/h – bekeuringsgrens • 20% > Bekeuringen

Indicatieve meting:

In 2009 • 38% < 30 km/h • 50% = 30 km/h – bekeuringsgrens • 12% > Bekeuringen



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Conclusie: • De boodschap en de campagne blijven herhalen.

Bevindingen: • Staandehoudacties worden goed ontvangen; • Ruim vijf jaar ervaring met zeven inzetten per jaar; • Veel aandacht vanuit de media.



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Symposium 4 juni 2009 ROTTERDAM





IBSR/BIVV- België








BfU - Switzerland


RfSF - Denmark

VTI - Sweden

ULFF - Slovenia

PRP - Portugal

IBDiM - Poland


DTU - Denmark

ISEC - Portugal


BASt - Germany

TØI - Norway




SIPSiVi - Italy

IMOB - Belgium

FACTUM - Austria

Partners

UTh - Greece

CAST HANDBOEK

Coördinator


Consortium







CAST?






www.cast-eu.org


Hartelijk dank!








AANBEVELINGEN SUCCESVOLLE CAMPAGNE

Nieuwe inzichten

Gedragsbeïnvloeding



Extended Protection Motivation Model (Witte, 1992):

Katarina Panic: Universiteit van Gent

Christine Swankhuisen: Tabula Rasa/Universiteit Leiden






Stellingen

Æ Dit is fout

Hoe meer angst een boodschap opwekt, hoe meer effect ze heeft






Stellingen

Almost every smoker thinks about quitting. It’s time you acted on it. Our quit Advisors will provide you with practical tips and a listening ear. Save your life, call 1800 438 2000 ‘

But we think you need to know it gets much harder when you don’t quit.

‘We won’t tell you smoking is a harmful habit. After all, you already know that. We won’t tell you quitting is hard. You know that too.

• Crashtest site gordelcampagne België http://www.klikvast.be/

Voorbeeld: dragen autogordel

‘This can happen to you. Use your head, wear a helmet!’

Æ Dit is fout

Weggebruikers laten hun rijgedrag door argumenten beïnvloeden

‘Every year over 11.000 people die on our roads and 30.000 are seriously injured. (…) The sad truth is that 40% of these cases could have been prevented by simply wearing a helmet. When you think about it, there are no excuses’.

Æ Dit is onjuist

Routinegedrag kun je niet met communicatiecampagnes veranderen

• Verkeersgedrag is in hoge mate automatisch gedrag: daar denken we niet (meer) bewust over na.

• Argumenten spelen geen rol bij het beïnvloeden van verkeersgedrag

• 95% van ons gedrag is automatisch gedrag

– Doorzettingsvermogen: succesvolle campagnes lopen vele jaren

– Interventieprogramma’s (campagne in combinatie met beleid, handhaving) meer effect

– Realistische verwachtingen: 1,5% gedragsverandering per jaar is heel goed.

– Kennis van sociaal-psychologische interventies: wat heeft bewezen effect op gedrag van groepen mensen?

Dat kan wel. Maar het vraagt wel iets van opdrachtgevers en campagnemakers:

Beïnvloeding automatisch gedrag

– Experimenteel onderzoek John Bargh – Onderzoek Tabula Rasa voor Rijkswaterstaat

• Snelheid

Toepassen op verkeersgedrag:

Kansrijke mogelijkheden : invloed van woorden en beelden (priming)






Stellingen

• Online enquête

TV Programma

• Stimuli:

Public Service Announcement

– Voorstelling Onderzoek:

Interactief deel (extra informatie)

The Impact of an interactive threat appeal : How Much Fear is too Much?

• Hoffelijkheid

Toepassen priming verkeersgedrag (2)

• Resultaat: onmiddellijk in ‘fear control’ na het programma. Aard van de spot is niet meer belangrijk.

• High fear programma + spot

• Low fear programma + spot

How Much Fear is too Much?






Stellingen

Æ Dit is juist

De context waarin mensen in aanraking komen met de boodschap is even belangrijk als de boodschap zelf






Stellingen

– Het wekt de indruk dat het ongewenste gedrag heel normaal is (‘Als zo veel mensen zonder helm rijden, kan ik dat ook doen’)

• Voorbeeld: kort lontje


Het laten zien van ongewenst gedrag is niet effectief


Æ Dit is juist

Het is effectiever te laten zien hoe het wel moet, dan het ongewenste gedrag te tonen

Toepassing op verkeersgedrag: alcohol

• Voorbeeld kort lontje


Het laten zien van ongewenst gedrag is om verschillende redenen niet effectief


De gemeente is voorstander van een integrale probleembenadering. Daarbij worden de risico’s voor de verkeersveiligheid gepresenteerd als één van de negatieve gevolgen van softdrugsgebruik naast en in samenhang met andere vormen van overlast (zoals geluid- en stankhinder, parkeeroverlast etc.).

De gemeente wil dat de campagneboodschap gericht wordt op zowel de veroorzakers van de problemen (klanten van de coffeeshop) als degenen die overlast ervaren (inwoners, verkeersdeelnemers, ondernemers). Dit sluit aan bij de wens de problematiek breed te agenderen en onder alle betrokken geledingen in de samenleving een bewustwordingsproces op gang te brengen.

De campagneboodschap moet vooral uitstralen dat de gemeente (en in het bijzonder wethouder Van Rookhuijzen) het probleem zeer serieus neemt en daadkracht wil tonen. De belofte luidt: Castenburgers, u kunt op uw gemeente vertrouwen!

x

x

x

Chantal de Beus – Van Rookhuijzen, senior-communicatieadviseur

Met collegiale groet,

Ik wens u een constructieve en vruchtbare vergadering toe.

De gemeente geeft de voorkeur aan een brede bewustwordingscampagne over de schadelijke gevolgen van softdrugs, naar het voorbeeld van ‘Drank maakt meer kapot dan je lief is’. Kennisoverdracht moet daarbij centraal staan.

Om veel media-exposure te genereren en de doelgroep in het hart te raken, kiezen we voor een simpele en niet mis te verstane boodschap. Tonen van de risico’s staat daarbij voorop. Dat mag best pittig en confronterend. We houden jongeren een spiegel voor, maar zonder ze te isoleren of te criminaliseren.

Ons gevoel is dat iedereen inmiddels wel weet welke gevolgen softdrugsgebruik heeft. Kennis is er voldoende. Daarom mikken we in deze campagne vooral op een mentaliteitsverandering, vooral bij jongeren tussen 16 en 25 jaar. Bezoekers van de coffeeshop zijn daarbij een logische doelgroep.

Wij willen de campagne volledig concentreren op de risico’s voor de verkeersveiligheid van rijden na gebruik van cannabis. Aandacht voor andere aspecten (zoals geluid- en stankhinder, parkeeroverlast, etc.) vertroebelt de boodschap en doet afbreuk aan de kracht van de communicatie.

Door alle commotie van de afgelopen maanden staat de softdrugsproblematiek in Castenburg al ruim op de kaart. Het is volgens ons daarom niet nodig het probleem breed te agenderen en de bevolking ervan bewust te maken.

Otto van Spiegel creatief directeur/managing partner

In deze tijden van economische malaise hoef ik jullie niet uit te leggen hoe belangrijk deze opdracht voor ons bureau is. Go for it!

x

x

x

x

x

Aanwijzingen voor de delegatie van de gemeente Castenburg, op basis van de notulen van de gemeenteraad en intern overleg met wethouder Van Rookhuijzen

x

Briefing voor het brand team van Van Spiegel & De Kraal, op basis van een quick and dirty-analyse van de casus-Castenburg en de creatieve sessie in café De Tap

Notitie campagne ‘Castenburg tegen drugsoverlast’ Ter voorbereiding van de startbijeenkomst d.d. 4 juni 2009 Als reclamebureau gaan we voor effectieve, opvallende én spraakmakende communicatie. Dat betekent scherpe keuzes qua doelstelling, doelgroep en kernboodschap. Een campagne vol compromissen werkt niet.

Startbijeenkomst campagne ‘Castenburg tegen drugsoverlast’ op 4 juni 2009

Van Spiegel & De Kraal Maatwerk in communicatieadvies en reclameproducties




• Routinegedrag kun je niet met communicatiecampagnes veranderen .


Stellingen

Gemeente Castenburg Sector Klantcontact, afdeling Externe communicatie

geven vervolgens hun indrukken en oordeel over de wijze van samenwerking en resultaten.

• BoB-campagne • http://www.youtube.com/watch?v=V0 0hGk9V_D0&feature=related

• Handhavingsspotje Bob http://www.pvvh.nl/smartsite.shtml?i d=55192

Toepassing op verkeersgedrag: alcohol (2)

Recent onderzoek toont aan dat een qua formulering en toonzetting positief handelingsperspectief de grootse kans biedt op gedragsverandering. Het gewenste gedrag moet centraal staan. Zeker bij ‘randgroepen’ (zoals bijvoorbeeld softdrugsgebruikers) is een harde en confronterende benadering af te raden. ‘Een spiegel voorhouden’ stoot af en roept verdedigingsmechanismen op. Een focus op de risico’s van cannabis voor de rijvaardigheid kan contraproductief werken, omdat over het effect van cannabis geen eenduidigheid bestaat. Uit sommige studies blijkt een verhoogd risico bij automobilisten, maar andere studies geven daar geen indicaties voor. De combinatie met alcohol is wel aantoonbaar gevaarlijk.

x

x

Drs. Leo B.G. de Hond programmaleider ‘Mens, drugs en communicatie’

Gezien de binnen ons instituut aanwezige kennis en expertise verwacht ik dat u een significante bijdrage kunt leveren aan de effectiviteit en kwaliteit van de beoogde campagne.

Aangezien softdrugsgebruik in alle leeftijdscategorieën voorkomt, is het af te raden de doelgroep te beperken tot jongeren.

Een keuze voor een duidelijk afgebakende doelgroep is noodzakelijk. Belangrijk is bij wie een houdings- en gedragsverandering moet plaats vinden, om bij te dragen aan oplossing van een maatschappelijk probleem. In die zin ligt het voor de hand de campagne primair te richten op bezoekers van de coffeeshop.

Onderzoek wijst uit dat campagnes met heldere doelen, gerichte doelgroepselectie en een eenduidige boodschap het meeste effect sorteren. Brede agenderings- en bewustwordingscampagnes blijken om die reden vaak hun doel te missen. De boodschap van dergelijke campagnes is veelal te vaag en te weinig activerend voor de doelgroep.

x

x

x

Advies voor de direct betrokken KcDS-medewerkers, op basis van desk research naar relevante communicatietheorie en empirisch onderzoek

Betreft: Startbijeenkomst campagne ‘Castenburg tegen drugsoverlast’, 4 juni 2009

Kenniscentrum ‘Drugs en Samenleving’ Toegepast wetenschappelijk onderzoek ter ondersteuning van landelijk en regionaal drugsbeleid

Na afloop volgt een plenaire afsluiting. Namens elke tafel presenteert een vertegenwoordiger de strategie en de slogan. De focus ligt daarbij vooral op de interactie tussen de partijen aan tafel: Hoe kwamen de strategische keuzes tot stand? Welke knelpunten en dilemma’s kwam men daarbij tegen? De drie deskundigen

Opdracht Gezien de onrust onder de bevolking dringt de gemeenteraad aan op snelheid. De wethouder kiest daarom voor een onconventionele aanbestedingsprocedure. Er komen drie rondetafel-sessies, waarbij vertegenwoordigers van de gemeente, reclamebureau Van Spiegel & De Kraal en kenniscentrum ‘Drugs en Samenleving’ samen de hoofdlijnen van de campagnestrategie opstellen. Belangrijkste vragen hierbij zijn: welke doelgroep(en), communicatiedoelstelling(en) en kernboodschap kiezen we? Aansluitend bedenken de drie delegaties een slogan, waarin de gemaakte strategische keuzes tot uiting komen. Elke sessie staat onder begeleiding van een onafhankelijke deskundige. Die zal vanuit zijn communicatie-expertise het proces kritisch volgen en indien nodig - in goede banen proberen te leiden.

Na de reeks recente ongevallen is de roep om ingrijpen door de gemeente verhevigd. Lokale politici en media eisen snelle maatregelen om de verkeersveiligheid te waarborgen. Enkele raadsfracties pleiten voor verdergaande maatregelen, om ‘onze burgers te beschermen tegen grootstedelijke uitwassen van het gedoogbeleid’. Suggesties lopen uiteen van cameratoezicht en een pasjessysteem tot directe sluiting van de coffeeshop. Wethouder Piet van Rookhuijzen ziet voorlopig echter weinig opties voor een harde aanpak. De coffeeshop beschikt over alle vereiste vergunningen en bij controles zijn geen overtredingen geconstateerd. Scherper politieoptreden tegen het rijden onder invloed van cannabis is vooralsnog niet haalbaar bij gebrek aan een wettelijke norm en een gevalideerd detectie-instrument. Op korte termijn acht de wethouder alleen communicatie inzetbaar. Hij stelt daarom aan de gemeenteraad voor ‘door middel van brede en grootschalige voorlichting een aanzet te geven tot agendering en bewustwording van de lokale softdrugsproblematiek’.

Recent is daar nog een ernstig probleem bijgekomen: een forse toename van de verkeersonveiligheid binnen de gemeente en op de aansluitende provinciale weg. Volgens de politie en actiegroep Castenburg Veilig hangt dat probleem direct samen met de populariteit van ‘De groene hemel’. Bezoekers van de coffeeshop blijken verantwoordelijk voor minstens drie ongevallen in het laatste half jaar. Bij twee daarvan was alleen sprake van blikschade, maar in één ongeval liep een fietser zwaar hoofdletsel op. De betrokken automobilisten kwamen uit de coffeeshop en waren aantoonbaar onder invloed van cannabis.

In de gemeente Castenburg, alom bekend als de parel van de grensstreek, is de idyllische rust sinds twee jaar verdwenen. Reden is de komst van coffeeshop ‘De groene hemel’. Begonnen als een uit de hand gelopen hobby van uitbater Rob de Lianon, beschikt de coffeeshop inmiddels over een uitgebreide klantenkring in de wijde omgeving. Dagelijks komen er ruim 300 bezoekers uit Nederland en Vlaanderen. Dit tot ongenoegen van de grote meerderheid van de inwoners van Castenburg. Zij zien zich geconfronteerd met diverse vormen van overlast: van stank en lawaai tot wildplassen en dubbel parkeren. Ouders en schoolhoofden klagen dat het gezinsleven en studieprestaties lijden onder het toenemend softdrugsgebruik van de lokale jeugd. Winkeliers in de buurt van de coffeeshop zien hun inkomsten dalen. Castenburg is zijn onschuld verloren.

Campagne ‘Castenburg tegen drugsoverlast’


4 juni 2009

2

¾ Aandacht voor verkeersveiligheid blijft nodig

¾ Beleidsuitvoering in samenwerking met de partners

¾ ROV richt zich op het menselijk aspect

Missie ROV

CAST-stappenplan voor de ontwikkeling, uitvoering en evaluatie van verkeersveiligheidscampagnes

Stap 3: Ontwerp van de campagne en de evaluatie (Designing the campaign and the evaluation) x Maak duidelijke keuzes ten aanzien van de schaalgrootte, de doelstellingen (kennis, houding en/of gedrag) en de doelgroepen x Formuleer een zo concreet mogelijke kernboodschap met een begrijpelijk en uitvoerbaar handelingsperspectief x Kies een bij de doelgroep en kernboodschap passende tone of voice x Bepaal op basis van de bovenstaande keuzes welke mix van media en communicatiemiddelen gewenst en haalbaar is x Test vooraf het campagneconcept en de belangrijkste middelen x Maak een plan voor het evalueren van de effecten van de campagne x Maak een plan voor de implementatie, met een heldere verdeling van inhoudelijke, financiële en logistieke verantwoordelijkheden

Stap 2: Analyse van de uitgangssituatie (Analysing the Situation) x Verzamel informatie over aard, omvang, motivaties en leefstijl van mogelijke doelgroepen x Inventariseer de bepalende factoren van het probleemgedrag en mogelijke oplossingen daarvoor x Selecteer de kennis-, houdings- en gedragsaspecten die je met de campagne wil beïnvloeden

Stap 1: Een start maken (Getting started) x Maak een probleemanalyse op basis van onderzoeksresultaten en statistisch materiaal x Inventariseer relevante stakeholders en potentiële campagnepartners x Organiseer een startbijeenkomst met stakeholders en partners x Vorm een campagneteam met een heldere verdeling van verantwoordelijkheden

Het samenwerkingsproces tussen opdrachtgever, onderzoeker en reclamebureau moet vooral gestalte krijgen tijdens de eerste 3 fases in het CAST-stappenplan voor de ontwikkeling, uitvoering en evaluatie van verkeersveiligheidscampagnes. Per stap staan hieronder enkele essentiële noties die kunnen bijdragen aan optimalisering van de samenwerking en de effectiviteit van de campagne. Voor meer uitgebreide informatie wordt verwezen naar het CAST-handboek en samenvatting daarvan.

Leerpunten en aanbevelingen uit het CAST-project

Samenwerking tussen opdrachtgevers, onderzoekers en reclamebureaus

4 juni 2009

• Afname van de snelheid (gedrag aanpassen) • Bewoners hiervan bewust maken (zijn vaak de klagers en de overtreders)

Doel 30km campagne

6 Writing the Final Report

5 Completing the Evaluation and Drawing Conclusions

4 Conducting the before-period Evaluation and Implementing the Campaign

3 Designing the Campaign and the Evaluation

2 Analysing the Situation

1 Getting Started

3


4 juni 2009

• ROV initiator en praktische map ontwikkeld (tips en voorbeelden 30km-acties) • Projectgroep formeren (gemeente, bewoners, politie, ROV, VVN) • Communicatieplan: doel, doelgroep, boodschap, partners, afzender, tijd, activiteiten en media

Proces 30km campagne

4 juni 2009

Symposium effectief campagne voeren 4 juni 2009

Deelsessie 3: campagnes op lokaal niveau

4

1

Regionaal Orgaan Verkeersveiligheid Utrecht

5

8

4 juni 2009

4 juni 2009

6

9

4 juni 2009

4 juni 2009

4 juni 2009

4 juni 2009

• Openingsacties na infra-aanpassing • Ontwerpwedstrijd 30km verkeersborden op scholen • Kennistest 30km in locale kranten

Voorbeelden 30km campagne

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4 juni 2009

4 juni 2009

Voorlichting (acties en voorlichtingsavonden) aanvullend op handhaving

infrastucturele aanpassingen

In 2009 samenwerking gestart met verkeerspolitie Utrecht Team Subjectieve Verkeersveiligheid (TSV). TSV handhaaft in 30km-zones bij veel klachten van bewoners (3 maanden) TSV afspraak met gemeente na handhaving

Voorbeelden 30km campagnes

12

15

4 juni 2009

4 juni 2009

• Lange looptijd nieuwe inrichting • Gemeenten weinig capaciteit/prioriteit campagnes • Soms moeilijk bewoners te activeren mee te werken aan campagne • Politie mag niet handhaven in 30km-zones, moeilijk om plaatselijke politie erbij te betrekken

Dilemma’s/belemmeringen • • • •

4 juni 2009

4 juni 2009

16

13

Actieve bewonersgroep inschakelen Gemeenteraadsleden bij acties inschakelen Combineren met handhaving Snelheden nemen tijdelijk af dus regelmatig korte herhalingscampagnes

Tips effectieve campagnes

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4

- September/najaar: terug naar school / mobiliteitsmaand

Timing

- Door uitbreiding naar andere thema’s (vb. correct parkeren) wordt participatie gestimuleerd: vb. “Namens alle fietsers, merci om correct te parkeren.”

- Snelheid: “Ook minder snel, kom je er wel”

Thema:

- Grootschalige participatieve weerkerende verkeerscampagne (2007 - ….)

Format:

- Basisplan verkeersveiligheid 2007-2012

Basis

Setting verkeerscampagne

Lokale Politie Antwerpen – CP Walter Dillen

Verkeerscampagne

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-

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5

- Kunnen campagne mee uitdragen en vorm geven door een affiche aan het raam te hangen. Het is de bedoeling om zoveel mogelijk netwerken aan te spreken en de campagne een groot draagvlak te geven.

Tertiaire doelgroep: Alle Antwerpenaars

- Ook zij moeten zich aan de verkeersregels houden. Uit cijfers van de politie blijkt dat ‘wild oversteken’ door voetgangers dé belangrijkste oorzaak is van ongevallen met zwakke gebruikers.

Secundaire doelgroep: De zwakke weggebruiker

- Campagne richt zich in eerste plaats op hun gedrag.

Primaire doelgroep: De chauffeurs

Doelgroepen verkeerscampagne

2

De lokale verkeerspolitie van Antwerpen

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Idealiter doet de campagne dus meer dan enkel wijzen op het belang van een correcte snelheid en bevat ze ook elementen uit het STOPbeleid: aangepaste snelheid, correct parkeren, zwakke weggebruiker, zone 30, …

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Burgers/netwerken/organisaties

- reclamebureau - fotograaf - bouwer internetsite

Externe partners

6

- Dienst Marketing & Communicatie

Bestuurlijke Overheid Stad Antwerpen:

- Verkeerspolitie - Dienst Communicatie - Dienst Financiën

Lokale Politie Antwerpen

Campagnepartners

3

Het weerkerende en verbindende element is: ‘het verkeer is van iedereen’.

Doet een sterk beroep op het verantwoordelijkheidsgevoel van iedereen in de stad.

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Geeft – in deze volgorde - prioriteit aan Stappers, Trappers, Openbaar vervoer en Privaat (auto)vervoer. Wat veilig is voor voetgangers en fietsers is dit bij uitbreiding voor alle weggebruikers.

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Uitgangspunt verkeerscampagne: STOP-principe

10

Enlargement

Engineering

Engagement

Education

Ruimer kader verkeersbeleid

7

Voorbeelden campagnebeeld


Robert Coffeng

4 juni 2009, Rotterdam

Symposium “Effectief campagne voeren, hoe bereik je dat?” dat?”


8

Participatie scholen

Grip op Gedrag…

9

1. 2. 3. 4. 5.

Participatieve campagnesite

probleemanalyse gedragsanalyse plan van aanpak gedragsbeïnvloeding evaluatie

Maak je eigen raamaffiche

Onze ervaring…


Waarom evalueren?

achterhaal doelstelling en belang onderdeel van aanpak, eventueel in delen word medemede-eigenaar of participeer bereik, begrip, waardering grip op campagne of hoe verleid je je sponsor/opdrachtgever?

foto: www.ehjongeren.punt.nl

kost tijd en geld goed voorbereid, dus zal wel goed zijn nieuwe taak / nieuw project conflicterende doelstelling wie krijgt de schuld? lange duur campagnes geweest is geweest…… geweest……

Hoe overtuig je je sponsor/opdrachtgever?

En onze praktijk dan?

inzicht in resultaten verantwoording van resultaten bijsturen van de campagne nieuwe inzichten verkrijgen kennisontwikkeling profileren van afdeling of organisatie

Ervaringen

Als je het verleden begrijpt, kun je de toekomst verbeteren…


frequentie / monitoring rapport: overzicht, registratie & advies dubbel doelgroepgericht resultaat: kennen, kunnen, willen, doen en zeker ook de samenwerking herhalen, herhalen en nog eens herhalen breed uitdragen!


Stijn Daniels



Aanbevelingen voor evaluatie…

•

•

•

•

•

Robert Coffeng


Welke evaluatie?



kijk ook buiten je vak leer van het effect ben in contact met je doelgroep

Om te onthouden…


Hoe rapporteer je over de resultaten van je campagne?

Hoe waarborg je de kwaliteit van een evaluatie met een klein budget?

Welke evaluatiemethode kan ik gebruiken?

Hoe overtuig je opdrachtgevers en sponsors van het belang van een goede evaluatie?

Waarom is het belangrijk om te evalueren?


(4) Uitvoeren

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Vragen

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• • •

Data-analyse

• •

Hoe meten?

• •


– – –


Voorbeeld (1)

1

E

E PROCESEIGENAAR VERKEER

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E


of de formule…

Combinatie van voorlichting met andere vormen van gedragsbeïnvloeding!


L

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Voorbeeld (2)

•

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• •

– – –



Commissaris Stefaan VANNIEUWENHUYSE


2

SAMEN ZORGEN VOOR EEN VEILIGERE SCHOOLOMGEVING ?!

Het traject van onze PZ GRENSLEIE… GRENSLEIE…

• • •

•



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6

Laten we samen blazen !?, voor meer veiligheid

Ik wens u nog een vruchtbaar ‘integraal’ campagnetraject !


…doen wat we zeggen en zeggen wat we doen… doen….

-uitbouwen een coherent snelheidsbeleid zowel op preventief als repressief vlak -uitbouwen van partnerships in kader van VVF, in het bijzonder met de scholen en aanverwante organisaties -uitbouwen van de dienst verkeer als kennis- en adviescentrum voor zowel eigen collega’s als externe partners (mobiliteit/analyse)

Een blik op onze strategische doelstellingen verkeer

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Engineering Enforcement

Stefaan VANNIEUWENHUYSE PROCESEIGENAAR VERKEER

4

Engagement

Partnership

SensibilisatieSensibilisatie-communicatiecommunicatie-overlegoverleg-respect

Regisseur

Education

de 4 E’s – link elementen excellente politiezorg

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Het is niet evident een evident partner… partner… te zijn en te blijven !!!

mensen

middelen

5

Streven naar DE WIN-WIN SITUATIE ?!


3.8 - PRP – Portugal PRP did the CAST national presentation to Government, High authorities direct and indirectly related with road safety matters and insurance and others private companies involved in this subjects. The original plan predicted dissemination in each district of Portugal in a total of 18 presentations, but because of national and municipality elections we decided to postpone regional dissemination activities since the most part of politicians would be replaced for new ones and consequently CAST recommendations wouldn’t be adopted in future campaigns. Outside of CAST project lifetime, PRP will develop CAST results dissemination in each district as original planned and will support the costs. We decided to postpone the dissemination to January 2010 once we predict the political scenario will be stable and defined at that time.

To get good and solid results, specific objectives must be clearly defined, in order to identify behaviour patterns to be modified and what other factors can contribute to reach it.

2.Select a specific target audience •

3.Define specific objectives

• A very important requirement for a campaign to be effective is a carefull, specific and precise definition of the target groups.

Steps to design and implement the campaign

6. Evaluate the campaign and disseminate evaluation results

5. Formulate the message

4. Define the campaign strategy and plan the campaign

3. Define specific objectives

2. Select the specific target audience

1. Base the campaign on statistics and research


TRIPOLI 6-8 OCTOBER 2009


CAST

STRATEGIES AND EVALUATION

ROAD SAFETY CAMPAIGNS:

Steps to design and implement a campaign

•

•

•

•

campaign The aim and objectives of the campaign are operationalized by means of a marketing strategy, based on reference models. It can be carried out at a local, regional or national level, according to the problem behavior, the target audience and the problematic areas. The strategy defines the type of campaign to be impemented. It can be supported by the media or a combination of both the media and other actions. All these elements (message, chosen media, media plan, other actions)must be carefully planned, in order to ensure the desirable and effective interaction with the target.

4.Define the campaign strategy and plan the


The campaign should be based on relevant information on accidents, risk groups, offences and behaviour models.

1.Base the campaign on statistics and research


Defining the Objectives of Evaluations Measuring the impact and outcome of the campaign

The effects of the campaign (impact and outcome) can be assessed on the basis of accident data, observed behaviour and/or self-reported data. The variables used to measure the effects of the campaign must be defined according to the specific objectives.

Measuring the implementation of the campaign

This evaluation enables to explain the deficiencies of the campaign, when the process has not carried out as planned. For example: One can detect that the default was caused by an inadequate objective exposure (frequency of the message) or subjective exposure (efficiency of procedure). This can be remediated by means of a follow-up campaign. Other factors can explain the defaults (for example, the message contents).

The usefulness of evaluating road safety campaigns should not be underestimated. Evaluation may be costly, but it enables to explain the cost of the campaign and to validate the policy maker’s decision to make a campaign on a particular theme, target and scale.

6.Evaluate the campaign and disseminate the results


Defining the Objectives of Evaluations

•Credible (accepted by the target audience); •Consistent (repeatedly used); •Clear (easy to be understood); •Persuasive ( able to generate change).

Thus, it must be :

An effective message needs to motivate and be comprehensible.

5.Formulate the message


To make cost-effectiveness and cost-benefit analysis we must gather information on total costs (development, media, combined actions, evaluation) as well as on effects of the campaign in monetary and non monetary terms.

The economic evaluation measures the costeffectiveness and efficiency (cost-benefits) of the campaign. It must include all the resources used, including gifts or voluntary contributions.

Measuring the cost-effectiveness and the efficency of the campaign


• Evaluation of the campaign has the purpose of knowing whether or not it has been successful,i.e, of determining its effectiveness, cost-effectiveness and efficiency. • Evaluation should ,at least, have two measurements: • - a before phase; • - an after phase. • The elaboration of a Final Report and its wide distribution are essential procedures to disseminate information and experience.

(cont.)



duration

and

timing

of

messages

-

the

evolution

of

• Increase the knowledge to perform the safe behaviour • Change beliefs in favour of the safe behaviour to perform • Increase the subjective risk of getting caught, or to change the self-reported behaviour

Impact evaluation measures secondary objectives:

• Decrease the number of severity of accidents • Decrease the number of offences • Increase the frequency of adopting the safe behaviour

- Outcome evaluation measures the evolution of the primary objectives:

Measures to evaluate the effects of the campaign (Cont.)

Developing Evaluation Measures

• Combined actions (i.e. in case of enforcement actions, evaluation must focus on the number of drivers controlled by the police, and the frequency and timing of theses controls)

• Frequency, distributed;

• Nº of messages distributed (TV spots, advertisements, posters, leaflets, etc.),

- Objective exposure

The implementation of the campaign is evaluated by means of process evaluation, using variables such as:

Measures to evaluate the implementation of the campaign


• Calculate the total costs of the campaign (concept, development, material production, media, implementation, evaluation, labor costs) • Compare what was spent to the effects of the campaign in non monetary terms (cost-effectiveness) • Compare what was spent to what was earned in monetary terms (cost-benefit)

The economic evaluation should:

The cost-effectiveness and efficiency evaluation of the campaign are included in the Economic Evaluation of the Campaign.

Measures to evaluate the cost-effectiveness and efficiency of the campaign


• Reach (%of the target audience who have noticed the campaign, who have been into contact with the message); • Awareness (% of the target audience who are aware of the campaign theme and message, the seriousness of the problem the campaign addresses); • Recognition and recall: degree to which the target audience remembers specific campaign elements, message and slogans; • Appreciation: opinion and satisfaction of the target audience about the campaign; • Message take out – people’s perception of the main objective of the message

- Subjective exposure

Measures to evaluate the implementation of the campaign (cont.)


• The report contributes to identify the positive or negative aspects of the campaign; which elements of the campaign were particularly effective and which were not; what types of evaluation were conducted; on what dimensions was it evaluated, etc

• The Final Report is a key tool for partners involved in the campaign and for stakeholders, researchers and general public, as it should objectively and critically provide rigorous information on the impact and outcome of the campaign.

Write a Final Report


- Impact evaluation

- Outcome evaluation

The effects of the campaign are evaluated by measures of:

Measures to evaluate the effects of the campaign


Annexes

References

Conclusions campaigns

and

recommendations:

Discussion of the results of the evaluation

guidelines

Evaluation A – Process, outcome and impact evaluation B – Economic evaluation

The Main Part

for

future

The final report is a key tool to provide relevant information and knowledge to all partners directely involved in designing and implmenting the campaign as well as to stakeholders, researchers and general public.

WRITE A FINAL REPORT

Target audience Literature review and studies

Background

Introduction

General plan

II REPORT CONTENT AND STRUCTURE

I STARTING POINT: WHY WRITING A REPORT?

References / annexes

Conclusions and recommendations: Guidelines for future campaigns


Evaluation

Campaign strategy

Specific objectives of the campaign

Steps to Write a Final Report


Campaign strategy A – Theoretical model B – Campaign Components C – Launching of the campaign: press release, press conference, events, etc.


Target audience: literature review and studies

Background

Introduction A – Main aim of the campaign B – Campaign strategy C – Context D – Campaign team E – Budget F – Presentation of the structure of the report

The Main Part

11.30-11.45: Fourth Intervention: the importance of evaluation in the field of awareness-raising campaigns

10.45-11.00: Third Intervention: the Moroccan experience in the field of Campaigns Mr. .......... the Committee for the Prevention of traffic accidents - Morocco -11.00-11.15: Break 11.15-11.30: the experience of Libya in the field of Road Safety Campaigns.

10.30-10.45: Second Intervention: the Belgium experience in the field of campaigns “example of campaign about” seatbelt” Mr. Patrick Derweduen "Institut belge de la sécurité routière-IBSR-"

10.15-10.30: First intervention: the role of awareness-raising campaigns to rationalize the behavior of users of the road. “Example of campaign about “speed” Mr. Pierre gustin "la Prévention Routière Francaise-PRF-

10:00: Registration 10.15: Session I: on the axis: awareness-raising campaigns: their contents, and evaluation of results Chairman: ............................... Rapporteur of the meeting: ..............................

********************* Second day Wednesday, 07 October 2009

- Mr.Joop Goos President of la Prevention Routière Internationale –la PRI-

The first day Tuesday, 06 October 2009 18.00 at the opening session. - ................" Libyan Arab Jamahiriya " - Mr. Afif Frigui President of Arab Road Safety Organization

Symposium Program “project”

*********************

International Symposium on the prevention of traffic accidents Under the slogan "Towards a safe Roads" 06-08 October 2009 Club officers Tripoli, Libya . 12.45: Session IV: under the title: effective prevention methods to reduce traffic accidents 12.45-13.00: First intervention: control mechanism of the speed: the Swedish experience 13.00-13.15: Second intervention: the German experience in the field of road traffic accidents “it’s just a proposal” 13.15-13.30: discussion 13.30-14.00: Closing of the seminar work and the distribution of shields and certificates of participation

11.45-12.00: Fifth Intervention: the importance of evaluation in the field of awareness-raising campaigns Project CAST-

10.00-10.15: Break 10.15: Session II: under the title: social and economic cost of traffic accidents Chairman: ............................... Rapporteur of the meeting: .............................. 10.15-10.30: First intervention: the World Health Organization 10.30-10.45: Second intervention: The Arab Organization for the Safety Traffic 10.45-11.00: Third intervention: the Swedish Institute for

9.30-9.45: the third intervention: Portugal 9.45-10.00: discussion

9.15-9.30: the second intervention: Athens

9.00: Session I: under the title: traffic planning and its role in supporting road safety Chairman: ............................... Rapporteur of the meeting: .............................. 9.00-9.15: the first intervention: Germany

The third day on Thursday 08 October 2009

********************

12.15-12.30: First intervention: Finland 12.30-12.45: Second intervention: Jordan 12.45-13.00: Third intervention: United Arab Emirates 13.00-13.15: discussion 13.15: Session III: under the title: the media, and its role in support of traffic safety 13.00-13.15: First intervention: Switzerland 13.15-13.30: Second intervention: Neetherlands 13.30-13.45: Third intervention: Egypt 13.45-14.00: discussion 14.00: End of work the second day. ***************** 17.00-19.00: General Congress of the Arab Road Safety Organization –AROSO-.

12.00-12.15: discussion 12.15: Session II: under the title: Traffic Education Chairman: ............................... Rapporteur of the meeting: ..............................

traffic safety 11.00-11.15: discussion

A - Dr. AbdulWahab Mahjoub - Head of research studies at the Tunisian Road Safety Association - Tunisia –

and measured)

• Road user model (i.e. parameters that should be observed

journal)

• Results of meta-analysis (to be published in a scientific

• Outputs

• Road user behaviour and behaviour models • Key elements for evaluation

strategies and “best practices”

• Effects of campaigns on behaviour and accidents, campaign

campaigns (“state of the art”)

• Workshop on theories of behaviour and effects of

• Tasks:

• Tasks:

• Typology of evaluation methods • Comparison of research designs • Evaluation tool for a single campaign • Checklist for reporting effects of single campaigns

• Outputs:

campaign in a standardized way

• Constructing a tool for reporting effects of a single

• Listing a typology of evaluation methods; • Overview and comparison of research designs; • Elaboration of a best practice manual

campaign

• Constructing a tool for the evaluation of a single road safety

“CAST” WP2 (evaluation tool)

• EU grant: 3.2 m€

• Total cost: 5.3 m€

• 340 man-months over 36 months

“CAST” WP1 (road user model)


CAST

• 15 participating Countries: BE, CH, CZ, DK, DE, EL, FR, IT, NL, NO, AT, PL, PT, SI, SE

• 19 Institutes in the consortium (leader: IBSR/BIVV, BE)


The “CAST” RTD project (2006-2008)

Are road safety campaigns effective?

IBSR/BIVV

VTI

(very few manual exist…)

campaigns

• Manual to design and implement road safety mass media

• Output:

• Description of information and public awareness strategies • Selection of communication methods for each target-group • Criteria for evaluation • Development of standards for reporting campaigns

identification of its characteristics

• Identification and selection of the target group(s) and

• Tasks

(PT)

(BE)

(SE)

(FR)

(BE)

(NO)

(Country)

“CAST” WP3 (manual)

6. DisseminationPRP

5. Pan-EU campaign

4. Evaluation

INRETS

IBSR/BIVV

2. Evaluation tool 3. Manual

TØI

WP leader

1. Road user model

designation

Six work packages (WP)

“CAST” organisation

campaigns. campaigns

• Contribute to increasing the efficiency of road safety

and finally,

evaluating campaigns;

• provide a manual for designing, developing and

evaluation tool + a checklist to standardize reporting methods,

• provide a methodologically sound and robust

parameters that should be observed and measured,

• elaborate and describe a road user manual i.e.

research) and experience,

• build on existing knowledge (methodological

In a nutshell: “CAST” will…

and relevant findings to validate the evaluation tools of WP2 (i.e. setting up of an evaluation tool)

• Results of the evaluation of the campaign

• Output:

• Selection of a campaign • Assessment • Analysing the data

• Tasks

“CAST” WP4 (evaluation)

• Pan European road safety campaign

• Output:

communication agencies and by the project partners themselves)

• Implementation (specialized advertising,

campaign (theme, objective, strategy, target group, running period, media plan)

• Elaboration of the elements leading to a

WP3 (manual)

• Using and testing the design tool developed in

• Tasks:

“CAST” WP5 (pan-EU campaign)

• 3 Workshops (SE, PL, EL) • Conference (Brussels) • 3 newsletters • Web site • Publications in scientific journals

• Outputs:

findings of all WPs - in particular, the manual (WP3) and the evaluation tool (WP2)

• Presenting and distributing the reports and

• Tasks

“CAST” WP6 (dissemination)

coffee Break and Prayer

End of Day1st

17:30

09 :30 -09:45: Discussion and Questions

open Discussion ( Moderator: Mr.José Trigoso –PRP-)

End of Day3

15:00- 16.30:

16:30

Wednesday November 12

Lunch

14:00

13:30-14:00 : Discussion and questions

13:00-13:30 : infrastructure and road safety "example of the city Of Abudhabi” - Dr. Abdulqader Al Shabani, Abu Dhabi

12.30-13.00: Coffee Break and prayer

12.15-12.30: Discussion and questions

11.45-12.15: Black spots management Mr.Ezzeddine Chraibi ( national committee for the prevention prevention of traffic accidents- Morocco)

TOPIC 6 :Towards a better system by improving the Infrastructure: Solutions Chairman: Mr.Bojan Zlender (Slovenia) Reporter: Mr.Wiellem Gielingh (Neetherlands)

11.30-11.45: Discussion and questions

11.00-11.30: Transportation Safety and Planning a Knowledge-economy district Dr.Chris Shove, USA


10:15-10:45 : The Swedish experience in the field of infrastructure "such as the City of Goterberg” Mrs.Suzanne Anderson (Sweden)

14.15-14:30 : Discussion and Questions

13.45-14:15 : the measures taken by the Dutch state to reduce road accidents Mr.Wiellem Gielingh (the Netherlands -vvn)


13.00-13.30: the measures taken by the French state to reduce road Accidents Mr.pierre Gustin (prf)

12.30-13:00: Coffe Break and Prayer

12.15-12:30: Discussion and Questions

11.45-12:15: the results of the use of automatic radar on reducing road accidents. Mr.Stephane Lorey (Sagem sécurité)

TOPIC 8:the measures taken by some states to reduce road Accidents Chairman: Mr.José Miguel trigoso (Portugal) Reporter: Dr.Chris Shove( USA)

11.30-11:45: Discussion and Questions

11.00-11:30 : Research work and Statics as background for Road Safety work Mr.Bojan Zlender (Slovenia)

10.30-11:00 : Coffee Break

10:15 -10:30: Discussion and Questions

Facts and measures Mrs.Ingrid Van Shagen , Traffic Safety Institute (SWOV)

09:45-10:15 : Speed: The common problem number one all over the world.


09:45-10:15 : Coffee Break

09 : 00 -09:30: Modern approaches for serious accident prevention Dr.Denis Raphael Huguenin (Switzerland)

TOPIC 7:the enforcement in the field of Road Safety : How can we influence Road Users to Behave Safely Chairman: Mr.Patrick Derweeden (Belgium) Reporter: Dr. Ala Al Bakri ( Jordan)

*********************

open Discussion ( Moderator: Mr.Joop Goos –PRI-)

16:00

Lunch

- Presentation of the study and the database done on the situation of Traffic accidents in the Arab world - Dr.Syed Jaffar Hussain (Regional Adviser-World Health Organization-oms)

14:00-15:00

15:00

-State of Road Accidents: Situation- causes and solutions Mr.Joop Goos (President of pri)

13:00-14:00

TOPIC2: traffic Safety in the world: What can we do? What shall we do? Which position do we have compared to other countries? Chairman: Dr. Sami Mahmoud, President of Sharjah University, U.AE Reporter: Dr.Bassem Younes – U.A.E-

09:00-09:30: Road Safety System –Definition of the Road Safety Problem Mr.José Miguel Trigoso (Portugal)

TOPIC 5:Towards a better System by improving the infrastructure: Problems chairman: Mr.Pierre Gustin (France) Reporter: ………………….. (…………….)

12:30-13:00

TOPIC 1: Tackling the Problem: Traffic Unsafety in the Arab Countries Chairman: Dr.Naser El Mansouri (U-A-E) Reporter: Dr. Diab Al Badina, Vice President of Al Hussain University, Jordan. 11:30-11:50- - General Presentation of the traffic accidents in Arabian Golf Dr. Al Madany (Bahrain) 11:50-12:10 - General Presentation of the traffic accidents in the Arab maghreb Mr.Riadh Dabbou (Arab Road Safety Organization – Tunisia12:10-12:30 - General Presentation of the traffic accidents in the middle East Dr. Stalin Kourdo (Syria)

10:00-11:00 Opening Remarks –Targets of the Symposium - Mr.Joop Goos,President of PRI, The Netherlands - Mr. Afif Frigui, President of AROSO, Tunisia - Rt. Brig. Hasan Al Hosani, Executive Director, Emirates Traffic Safety Society, U.A.E. - Dr. Raphael Denis Huguenin, Switzerland, President of Scientific Committee - Dr. Ala Al Bakri, Professor & VP, Alfaisal University, Symposium Chairman - Lt. Gen Sheikh Saif Ben Zayed Al Nahian, Minster of Interior, UAE 11:00-11:30 Break

Sunday November 09 9:00-10:00 Registration

Symposium Program

Scientific Committee: - Dr. Raphael Denis Huguenin, Switzerland, President of Scientific Committee - Dr. Ala Al Bakri, Jordan, Symposium Chairman - Dr. Abdulwahab Mahjoub, Tunis, Member of Scientific Committee -Dr.Nasser El Manssouri , U.A.E , Member of Scientific Committee - Mr.José Miguel Trigoso , prp, Portugal *********************

Under the Patronage of H.H Lt. Gen Saif Ben Zayed Al Nahian International Symposium on “Management Systems of Traffic Safety” November 09 – 13, 2008 Armed Forces Officers Club Abu Dhabi U.A.E.

16:30

Thursday November 13

End of Day4

16:30

Lunch open Discussion

15:00- 16.30:

14:30

( Moderator: Dr.Abdelwaheb Mahjoub –Tunisia-)

End of Day2

15:00

Tuesday November 11

Lunch open Discussion ( Moderator: Mr.Pierre Gustin –PRf-)

14:00

13:30-14:00: Discussion and Questions

13:00-13:30: Towards a better Traffic System by influencing road users: Volunteering for traffic safety Mr.Wiellem Gielingh (the Netherlands)

12:30-13:00: coffee break and Prayer

12:15-12:30: Discussion and Questions

11:45-12:15: Media as a tool for Better Road safety Dr.Med Ali Kambi ( Tunisia)

TOPIC 4:How can we influence road users to behave safely Chairman: Dr.Yosser Ghadoum (Canada) Reporter: Mrs. Suzanne Anderson (Sweden)

11:30-11:45 : Discussion and Questions

11:00-11:30 : Eduaction Road Mr.Matti Jarvinen (Finland)

10:30-11:00 Coffee Break

: Discussion and Questions

: Driving Education in the US -Mr.Pat Bauer , USA

09:45-10:15

10:15-10:30

: Discussion and Questions

09:30-09:45

09:00-09:30 - Towards a better Traffic System by influencing Children and Youngsters: Education for accident Prevention (best practice) Mr.Pierre Gustin ( la Prévention Routière Française )

TOPIC 3:Education in the field of road Safety : Chairman: Dr.Denis Raphael huguenin Reporter: Dr. Abdelwaheb mahjoub (Tunisia)

Monday November 10

14:30-15:00 Distribution of Gifts and Certificates

13:45-14.30: What have we learned during the Symposium and Final Remarks - PRI President - Mr. Afif Alfriqi, AROSO President - Rt. Brig. Hasan Al Hosani, Executive Director - Dr. Ala Al Bakri, Afaisal University, KSA - Dr. Raphael Denis Huguenin, Switzerland - Dr-Abdelwaheb mahjoub , Tunisia

12.30-13:00 : Coffee Break and prayer


11.30-12.00: Project Cast: Campaigns and Awareness –raising strategies in Traffic Safety Mr.Patrick Derweeden (Belgium)


11.00-11:20 : last but not least: traffic safety Evaluation Dr.Ala Bakri (Jordan)

TOPIC 9:Traffic Safety Evaluation Chairman:Dr.Abdelwaheb mahjoub (Tunisia) Reporter:Dr.Rola Sadek

10.30-11:00 : Coffe Break


09.45-10.15: Emergency Medical Services Col.Abdul, Abdhabi EMS Departement –UAE-


09: 00 -09:30: the importance of Emergency in the field of Road Safety (Representative from Spain)

TOPIC 10 :Emergency Medical Services Chairman:……………………….. Reporter:Mr.Pat bauer (USA)

To get good and solid results, specific objectives must be clearly defined, in order to identify behaviour patterns to be modified and what other factors can contribute to reach it.

3.Define specific objectives

2.Select a specific target audience

A very important requirement for a campaign to be effective is a carefull, specific and precise definition of the target groups.


6. Evaluate the campaign and disseminate evaluation results

5. Formulate the message

4. Define the campaign strategy and plan the campaign

3. Define specific objectives

2. Select the specific target audience

1. Base the campaign on statistics and research


TRIPOLI 6-8 OCTOBER 2009


CAST

STRATEGIES AND EVALUATION

ROAD SAFETY CAMPAIGNS:

Steps to design and implement a campaign

campaign The aim and objectives of the campaign are operationalized by means of a marketing strategy, based on reference models. It can be carried out at a local, regional or national level, according to the problem behavior, the target audience and the problematic areas. The strategy defines the type of campaign to be impemented. It can be supported by the media or a combination of both the media and other actions. All these elements (message, chosen media, media plan, other actions)must be carefully planned, in order to ensure the desirable and effective interaction with the target.

4.Define the campaign strategy and plan the


The campaign should be based on relevant information on accidents, risk groups, offences and behaviour models.

1.Base the campaign on statistics and research


Defining the Objectives of Evaluations Measuring the impact and outcome of the campaign

The effects of the campaign (impact and outcome) can be assessed on the basis of accident data, observed behaviour and/or self-reported data. The variables used to measure the effects of the campaign must be defined according to the specific objectives.

Measuring the implementation of the campaign

This evaluation enables to explain the deficiencies of the campaign, when the process has not carried out as planned. For example: One can detect that the default was caused by an inadequate objective exposure (frequency of the message) or subjective exposure (efficiency of procedure). This can be remediated by means of a follow-up campaign. Other factors can explain the defaults (for example, the message contents).

The usefulness of evaluating road safety campaigns should not be underestimated. Evaluation may be costly, but it enables to explain the cost of the campaign and to validate the policy PDNHU¶V decision to make a campaign on a particular theme, target and scale.




Credible (accepted by the target audience); Consistent (repeatedly used); Clear (easy to be understood); Persuasive ( able to generate change).

Thus, it must be :

An effective message needs to motivate and be comprehensible.

5.Formulate the message


To make cost-effectiveness and cost-benefit analysis we must gather information on total costs (development, media, combined actions, evaluation) as well as on effects of the campaign in monetary and non monetary terms.

The economic evaluation measures the costeffectiveness and efficiency (cost-benefits) of the campaign. It must include all the resources used, including gifts or voluntary contributions.

Measuring the cost-effectiveness and the efficency of the campaign


Evaluation of the campaign has the purpose of knowing whether or not it has been successful,i.e, of determining its effectiveness, cost-effectiveness and efficiency. Evaluation should ,at least, have two measurements: - a before phase; - an after phase. The elaboration of a Final Report and its wide distribution are essential procedures to disseminate information and experience.

(cont.)



duration

and

timing

of

messages

-

the

evolution

of

Increase the knowledge to perform the safe behaviour Change beliefs in favour of the safe behaviour to perform Increase the subjective risk of getting caught, or to change the self-reported behaviour

Impact evaluation measures secondary objectives:

Decrease the number of severity of accidents Decrease the number of offences Increase the frequency of adopting the safe behaviour

- Outcome evaluation measures the evolution of the primary objectives:

Measures to evaluate the effects of the campaign (Cont.)


Combined actions (i.e. in case of enforcement actions, evaluation must focus on the number of drivers controlled by the police, and the frequency and timing of theses controls)

Frequency, distributed;

Nº of messages distributed (TV spots, advertisements, posters, leaflets, etc.),

- Objective exposure

The implementation of the campaign is evaluated by means of process evaluation, using variables such as:

Measures to evaluate the implementation of the campaign


Calculate the total costs of the campaign (concept, development, material production, media, implementation, evaluation, labor costs) Compare what was spent to the effects of the campaign in non monetary terms (cost-effectiveness) Compare what was spent to what was earned in monetary terms (cost-benefit)

The economic evaluation should:

The cost-effectiveness and efficiency evaluation of the campaign are included in the Economic Evaluation of the Campaign.

Measures to evaluate the cost-effectiveness and efficiency of the campaign


Reach (%of the target audience who have noticed the campaign, who have been into contact with the message); Awareness (% of the target audience who are aware of the campaign theme and message, the seriousness of the problem the campaign addresses); Recognition and recall: degree to which the target audience remembers specific campaign elements, message and slogans; Appreciation: opinion and satisfaction of the target audience about the campaign; Message take out ± SHRSOH¶V perception of the main objective of the message

- Subjective exposure

Measures to evaluate the implementation of the campaign (cont.)


The report contributes to identify the positive or negative aspects of the campaign; which elements of the campaign were particularly effective and which were not; what types of evaluation were conducted; on what dimensions was it evaluated, etc

The Final Report is a key tool for partners involved in the campaign and for stakeholders, researchers and general public, as it should objectively and critically provide rigorous information on the impact and outcome of the campaign.

Write a Final Report


- Impact evaluation

- Outcome evaluation

The effects of the campaign are evaluated by measures of:

Measures to evaluate the effects of the campaign


Annexes

References

Conclusions campaigns

and

recommendations:


guidelines

Evaluation A ± Process, outcome and impact evaluation B ± Economic evaluation

The Main Part

for

future

The final report is a key tool to provide relevant information and knowledge to all partners directely involved in designing and implmenting the campaign as well as to stakeholders, researchers and general public.

WRITE A FINAL REPORT

Target audience Literature review and studies

Background

Introduction

General plan

II REPORT CONTENT AND STRUCTURE

I STARTING POINT: WHY WRITING A REPORT?

References / annexes

Conclusions and recommendations: Guidelines for future campaigns


Evaluation

Campaign strategy


Steps to Write a Final Report


Campaign strategy A ± Theoretical model B ± Campaign Components C ± Launching of the campaign: press release, press conference, events, etc.


Target audience: literature review and studies

Background

Introduction A ± Main aim of the campaign B ± Campaign strategy C ± Context D ± Campaign team E ± Budget F ± Presentation of the structure of the report

The Main Part

13.00: the closing session: ½ *reading recommendations * official closing½ *read a message on behalf of½ the participants went to His Excellency President Bashar al-Assad

12.40: discussion

12.20: fifth paper: The prevention of traffic accidents, a joint effort A representative of the Syrian Ministry of Transport

12.00: fourth paper: The experience of associations of victims of accidents Ms. Chantal Perrichon President of the French Association against Violence traffic

11.40: third paper: Swiss experience in dealing with traffic accidents Dr. Dennis Huguenin - Director of the Swiss Office for the Prevention of Accidents

11.00: paper XI: Moroccan experience in the prevention of traffic accidents Mr. Ezzedine Acharaybe - Permanent Secretary of national prevention of traffic accidents 11.20: The second paper: Contribution of NGO in empowering the Government's efforts D. Stalin Kourdo President of Syrian Association for the prevention of road accidents

Fifth scientific meeting: Chairman: Syrian President of the University of insurance companies - Syria

10.40: Arab Strategy for traffic safety A representative of the Secretariat of the Council of Arab Interior Ministers

10.10: traffic safety is a human right A. Dr. Khadija Al-Haisami Ex-Minister for Human Rights, Republic of Yemen . The president of the Center of Jazira for Human Rights “Sanaa” - 10.25: contribution to the development of civil society in raising awareness of traffic in the world Mr. joop Goos President of la Prévention Routière Internationale – PRI-

Session 1: the entrance to the Forum Chairman: Dr. Rafael Dennis Huguenin - Swiss Office for the Prevention of Accidents .

The official opening by His Excellency Major General Bassam Abdel Majid Interior Minister Syrian Arab Republic

*******

- Mr.Joop Goos: President of la Prévention Routière Internationale – PRI-

- Mr.Afif Frigui: president of Arab Road Safety Organization.

From 08:00 to 09:30: Reception and registration From 09:30 to 10:00: Opening Session: Opening Remarks: -Dr.Stalin Kourdo: President of Syrian Road Safety Association.

Wednesday, 17 December - December 2008

Draft Program Forum

Forum on road safety About "The role of civil society in the prevention of road accidents" Damascus 17 - 18 December (December) 2008 )

13.00: sixth paper: Partnership between the structures of traffic and components of civil society Brigadier General Farouk Moussali general Director of the traffic management at the Syrian Interior Ministry

12.40: Fifth paper: Portuguese experience Mr. Jose Miqal Trigozo "the Secretary-General of the Portuguese Assembly for the prevention of road accidents"

12.20: fourth paper: The experience of the Emirates Association for traffic safety Brigadier Hassan Ahmed Al-Hosni secretarygeneral of the Emirates traffic safety

Chairman: Secretary-General Mr. Abdul-Hamid Saeed - Vice Chairman of the Arab Organization for traffic safety

The third Session:

11.45: discussion 12.00: pause

11.25: third paper: Experience of the Spanish Association( province of Catalonia - Barcelona ) Ms. Jean Picard President of the Spanish Associations "Stop Accidents"

11.05: second paper: The role of civil society in the prevention of road accidents and how to fund prevention programs Mr. Morched Balharteth Secretary-General of the Tunisian Association for the prevention of road accidents

10.45: The first paper: Dutch experience of the General Traffic Safety Mr. Willem Gielingh : strategies and planning director of the Dutch Society for the safety of traffic 3vo

Session 2: Chairman: Syrian President of the University of insurance companies - Syria

10.20: discussion 10.40: Break

10.00: tenth paper: The role of communication in the performance of traffic safety Dr.Hajer Barouni - Arab Road Safety Organization .

09.40: paper IX: Turkish experience in raising awareness of traffic Professor Sami güleçyüz - Chairman of the Turkish Traffic Safety

09.20: eighth paper: Jordanian experience in raising awareness of the General Traffic M. Nizar Abidi - Vice President of the Jordanian Association for the prevention of road accidents

09.00: paper VII: Contribution of the French Association in reducing traffic accidents in France Mr. Pierre gustin - General Delegate of the French Association for the prevention of road accidents “prf”

Chairman:

Fourth scientific meeting:

Thursday, 18 December - December 2008

19.00 - 20.30: General Assembly meetings of the Arab Organization for the Safety of Alnrorip

14.00: Food

13.20: discussion 13.45: The meeting adjournment

Dr. Rui Pereira

Eng. José Miguel Trigoso

Eng. Alberto Silveira

Dr. Marco Popolizio

9h40: Mód. individual I ± Prevenção Rodoviária Portuguesa

10h00: Mód. individual II ± Sinistralidade Rodoviária Laboral

10h20: Mód. individual III ± European Transport Safety Council (ETSC)

Dr. Rui Leão Martinho/Sr. Brito e Cunha*

12h45: Lançamento do Prémio Henrique Salgado

13h00: Encerramento

DM-Comunicação Mar. 2009

(*) a definir

Moderador e convidados

Dr. Tomé Pedroso

11h15: Início do debate

10h50: Intervalo para café

Dr. Rui Leão Martinho/Sr. Brito e Cunha*

9h25: Intervenção do Ministro da Administração Interna

Oradores

DM - Comunicação Mar 09

9h20: Discurso de boas-vindas

9h00: Recepção dos participantes

Proposta de Agenda da Conferência


22 de Abril, Lisboa

Prevenção Rodoviária

&RQIHUrQFLDV7UDQTXLOLGDGH³'HVDILRVSDUDRIXWXUR´

4

1 DM-Comunicação Mar. 2009

Dimensionamento previsto: 200-250 participantes.

Convidados especiais e Imprensa;

2

A audiência será composta por Empresas Clientes, Mediadores de Seguros, Corretores, Clientes Tranquilidade,

A conferência terá a duração de uma manhã, e será seguida de cocktail (sem almoço);

participantes, da imprensa e da opinião pública;

Para além dos oradores convidados, haverá a presença de um moderador, de forma a captar o interesse dos

debate;

O encontro será constituído por um discurso inaugural, intervenções individuais de convidados e um painel de

O evento terá lugar no dia 22 de Abril, no Auditório do Museu do Oriente , em Lisboa;

Setembro de 2007 com o encontro Desafios para o Futuro ± Prevenção Rodoviária

Formato e mecânica para uma nova conferência no âmbito do ciclo Conferências Tranquilidade, iniciado em

&RQIHUrQFLD7UDQTXLOLGDGH³3UHYHQomR5RGRYLiULD´


(*) a definir/designar

Tomé Pedroso ± Administrador da Companhia de Seguros Tranquilidade, S.A.

IV. Lançamento Prémio Henrique Salgado

Rui Leão Martinho ± Presidente do Conselho de Administração da Companhia de Seguros Tranquilidade, S.A.

Paulo Marques Augusto ± Presidente da Autoridade Nacional de Segurança Rodoviária

Representante da Guarda Nacional Republicana * ± Visão da entidade controladora

José Miguel Trigoso ± Director-Geral Prevenção Rodoviária Portuguesa

Andreas Hinrichs ± Director-Geral da VW Autoeuropa

Representante do Instituto de Infra-Estruturas Rodoviárias, I. P. * - Visão do sector da manutenção das vias.

Moderador ± João Adelino Faria

III. Painel de debate

Marco Popolizio ± PIN Programme Project Officer ± European Transport Safety Council (ETSC)

Alberto Silveira ± Apresentação das conclusões do estudo ³6LQLVWUDOLGDGH Rodoviária /DERUDO´

José Miguel Trigoso ± Presidente do Conselho de Direcção da Prevenção Rodoviária Portuguesa

II. Oradores individuais

Rui Pereira ± Ministro da Administração Interna

Rui Leão Martinho ± Presidente do Conselho da Administração da Companhia de Seguros Tranquilidade, S.A.

I. Painel de abertura

&RQIHUrQFLD³3UHYHQomR5RGRYLiULD´ Proposta de oradores convidados

3

1998 Doenças ou Ferimentos 1. Infecções Respiratórias 2. HIV/SIDA 3. Condições Perinatais 4. Diarreias 5. Depressão Major 6. Doenças Cardíacas 7. Doenças Cerebrovasculares 8. Malária 9. Acidente Rodoviários 10. Doenças Pulmonares Crónicas

2020 Doenças ou Ferimentos 1. Doenças Cardícas 2. Depressão Major 3. Acidentes Rodoviários 4. Doenças cerebrovasculares 5. Doenças Pulmonares Crónicas 6. Infecções Respiratórias 7. Tuberculose 8. Guerra 9. Diarreias 10. HIV/SIDA

O Peso da Doença pelas 10 principais causas, no Mundo

www.prp.pt

José Miguel Trigoso

Auditório do Museu do Oriente Lisboa 22 de Abril de 2009

PREVENÇÃO RODOVIÁRIA

CONFERÊNCIAS TRANQUILIDADE DESAFIOS PARA O FUTURO

www.prp.pt

www.prp.pt

Os

mortos

em

consequência

de

acidentes

rodoviários

total de mortos.

aumentarão para mais de 2.3 milhões, representando 3,4% do

.

rendimentos)

incapacidade permanente (2ª nos países de baixos e médios

. Os acidentes rodoviários serão a 3ª principal causa de anos de

. Os acidentes rodoviários serão a 6ª principal causa de morte;

ao ano 2020:

Segundo projecção e previsões da OMS, em todo o mundo, e até

Dimensão da Sinistralidade rodoviária a Nível Mundial

mundo, em consequência de acidentes rodoviários.

gravidade (mais de 135.000 por dia) todos os anos, no

por dia) e cerca de 50 milhões ficam feridas com

Mais de 1,3 milhões de pessoas morrem (mais de 3.500

Dimensão da Sinistralidade Rodoviária a Nível Mundial

www.prp.pt

HIV/SIDA 46 022

Ferimentos de guerra 43 671

Trauma e asfixia no parto 787 179 HIV/SIDA 419 480 Anomalias cardíacas congénitas 281 751

5 6 7 8

Doenças Tropicas 31 845

DST excluindo HIV 142 176

10

Incêndios 61 341

Envenenamentos 61 865

Infecções respiratórias 65 153

Afogamento 78 639

Ferimentos de guerra 95 015

Violência Interpessoal 188 451

Ferimentos autoinflingidos 216 661

Cancro do fígado 84 279


Cancro da traquia, brônquios e pulmões 1 212 625 Cancro do colon e recto 441 961 Doenças pulmonares crónicas 181 458

redução

de

cerca

de

30%

nos

países

de

elevados

34.3 milhões para 71.2 milhões.

. Os anos de incapacidade permanente sofrerão um aumento de

rendimentos.

uma

cerca de 80% nos países de baixos e médios rendimentos e terão

. Os mortos em acidentes rodoviários aumentarão, em média,

ao ano 2020:

Segundo projecção e previsões da OMS, em todo o mundo, e até

www.prp.pt

Acidentes Rodoviários 1 259 838

Doenças Infantis 1 385 455

Tuberculose 1 660 411

Diarreias 2 124 032

Doenças pulmonares crónicas 2 522 983

HIV/SIDA 2 942 901

Infecções respiratórias 3 866 321

Doenças cerebrovasculare s 5 101 446

Doenças cardíacas 6 894 057

Todas as Idades

Cancro do Estômago 529 461

Tuberculose 536 303

Diabetes 612 725

Doenças cardíacas por hipertensão 754 495

Cancro de traqueia, brônquios e pulmões 886 787


Doenças pulmonares crónicas 2 285 834

Doenças cerebrovasculares 4 312 376

Doenças cardíacas 5 694 495

+60 anos

Diarreias 210 994

Acidentes Rodoviários 212 040


Cirrose 135 072

Cirrose 226 975 Doenças cerebrovasculares 145 965

Cancro de traqueia, brônquios e pulmões 275 895

HIV/SIDA 332 996

Tuberculose 413 851

Doenças cerebrovasculares 573 065

Doenças cardíacas 931 267

45-59 anos

Violência Interpessoal 146 751

Ferimentos autoinflingidos 215 263

Doenças cardíacas 224 986


Tuberculose 368 501

HIV/SIDA 1 249 048

3044 anos

Dimensão da Sinistralidade rodoviária a Nível Mundial

Tuberculose 36 362

Má nutrição 172 530

9

Malária 76 257

Diarreias 88 430

Malária 905 838

4

Afogamento 113 614

Doenças infantis 1 108 666

3

Tuberculose 238 021

Acidentes rodoviários 118 212

Diarreias 1 315 412

2



Doenças Infantis 200 139


1

Baixo peso à nascença 1 025 488

HIV/SIDA 855 406

514 anos

04 anos

Posição

1529 anos

Principais causas de morte, para os dois sexos, no Mundo, 2000

www.prp.pt

0.7 (20 vezes menos)


0.25


• Automóvel

• Autocarro

• Barco

• Avião

As exigências do ambiente

As capacidades do utente

Do equilí equilíbrio entre: entre:

A Segurança Rodoviária depende:

Dados da União Europeia

0.035

5.4

• Bicicleta

• Comboio

6.4

13.8

• A pé

• 2 rodas a motor

Mortos por 100 milhões de passageiros km

www.prp.pt

www.prp.pt

1.52

0.39

0.28 (5.4 vezes menos)

0.23 (6.6 vezes menos)



www.prp.pt

Aumentar as capacidades dos utentes

Reduzir as exigências do ambiente

Como prevenir acidentes

www.prp.pt

Dados publicados no Journal of Crash Prevention and Injury Control

. Motociclo

. Avião não comercial

. Automóvel

. Autocarro

. Comboio

. Avião comercial

Custos dos Acidentes Rodoviários por Passageiro km (em dólares)

sistema rodoviário

- “Evaluation” – avaliação do funcionamento do

- “Emergency medical service” – socorro às vítimas

-“Enforcement” – Legislação e fiscalização

infra-estrutura e do veículo

-“Engineering” – intervenção ao nível da

formação dos condutores

- “Education” – educação dos utentes

Medidas de Prevenção Rodoviária – 5 Es

QUANDO AS EXIGÊNCIAS DO AMBIENTE RODOVIÁRIO, NUM DADO MOMENTO E NUM DADO LUGAR, SÃO SUPERIORES ÀS CAPACIDADES DE RESPOSTA DO UTENTE

UMA RUPTURA NO EQUÍLIBRIO DO SISTEMA

O QUE É UM ACIDENTE?

www.prp.pt

www.prp.pt

www.prp.pt

A responsabilidade é partilhada.

normas de trânsito e de segurança.

O utente da estrada é responsável pelo cumprimento das

Estes são responsáveis pelo funcionamento do sistema.

infra-estrutura, do veículo e da fiscalização.

responsáveis pelo funcionamento do sistema, ao nível da

entre os utentes da estrada, os políticos e os técnicos

estrada. Actualmente, a responsabilidade é partilhada

e ferimentos foi atribuída principalmente ao utente da

Durante muito tempo, a responsabilidade pelos acidentes

Responsabilidade

VISÃO ZERO

Exige a definição de objectivos intermédios, atingíveis de acordo com a concepção e execução de planos de segurança rodoviária.

- “zero” feridos graves

- “zero” mortos e

Tem por objectivo final a não ocorrência de mortos e feridos graves em acidentes rodoviária:

VISÃO ZERO

www.prp.pt

a

acessibilidade

são

funções

www.prp.pt

ou

recuperar

das

lesões

abaixo dos limites críticos. Isto só se consegue reduzindo a velocidade de embate e a desaceleração resultante

utentes e minimizar as consequências dos seus erros.

desse embate.

energia cinética gerada em caso de acidente se mantenha

humanas e ser projectado, de forma a facilitar a acção dos

e os veículos devem ser desenhados, de forma a que a

superiores à tolerância humana. Assim, a infra-estrutura

sistema deve impedir que o utente seja exposto a forças

acidente

- O sistema rodoviário deve ter em conta as limitações

- O ser humano (utente da estrada) comete erros;

um

premissas:

a

causadas (tolerância humana às forças mecânicas). O

- Existe um limiar crítico para além do qual não é possível

Filosofia de Segurança

VISÃO ZERO

da

sobreviver

www.prp.pt

e

segurança inerente do sistema e não vice-versa.

mobilidade

transportes rodoviários, tais como a mobilidade. A

todos os benefícios advenientes do sistema de

A vida humana e a saúde devem estar acima de

ÉTICA

VISÃO ZERO

www.prp.pt

A abordagem à segurança rodoviária assenta nas seguintes

Filosofia de Segurança

VISÃO ZERO

- Criação de mecanismos de mudança

- Filosofia de segurança

- Responsabilidade

- Ética

Baseia-se em 4 elementos:

VISÃO ZERO

www.prp.pt

em

deste

estreita

devem

“CAST”: Campaigns and Awarenessraising Strategies in Traffic safety

As campanhas de segurança rodoviária são reconhecidas como sendo meios capazes de influenciar os conhecimentos, as actitudes e as crenças dos utentes da estrada.

Pretende-se que tenham impacto sobre os comportamentos

z

z

z

www.prp.pt

em

neces-

colaboração,

objectivo,

projectos multidisciplinares e não de forma isolada.

trabalhar

prossecução

sariamente

a

muito complexo – o trânsito rodoviário.

sobrevivência e integridade física do utente num sistema

planeamento do território, justiça) devem garantir a

(transportes, polícia, obras públicas, educação, saúde,

Responsáveis, técnicos e políticos, de diversos sectores

Para

DO

z

OUTROS

DE

SINISTROS

DOS

SEGURADOS

FINANCIAMENTOS

E

DE

www.prp.pt

E FORMAÇÃO DE CONDUTORES

Necessidade de linhas de orientação claras, assentes em investigação e em factos, e não em simples opiniões dos decisores ou dos criativos.

Como avaliar a sua eficácia ?

Como realizar campanhas eficazes ?

www.prp.pt

CONSEQUENTES MEDIDAS DE GESTÃO E DE SELECÇÃO

-ANÁLISE DE RISCO DAS FROTAS DOS SEGURADOS E

MONTANTES DOS RESPECTIVOS PRÉMIOS

-FREQUÊNCIA

-CINTOS DE SEGURANÇA

-VELOCIDADE

-ÁLCOOL

QUESTÕES: z

E

ACÇÕES DE PREVENÇÃO RODOVIÁRIA

FGA

O QUE FAZER?

Criação de Mecanismos de Mudança -VERBAS

SEGUROS

www.prp.pt

VISÃO ZERO

Meio utilizado com muita importância para convencer as pessoas a adoptarem comportamentos seguros, como utentes da estrada.

Situação corrente das campanhas de segurança rodoviária

www.cast-eu.org

Projecto financiado pela Comissão Europeia, Direcção Geral da Energia e Transportes

CAST

www.prp.pt

www.prp.pt

www.prp.pt

- Poucas campanhas são avaliadas de forma a saber se são ou não são eficazes

Poucos conhecimentos sobre as melhores práticas para conceber, implementar e avaliar as campanhas:


www.prp.pt

Manual

Realização de campanhas com o modelo preconizado No Manual

Instrumento de avaliação Modelo de relatório

Aplicação prática do Instrumento de avaliação de campanhas

Modelos de utente Meta-análise

Estrutura do Projecto

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- Raras são as campanhas baseadas sobre modelos teóricos - Relatórios das campanhas são raros, e quando existem têm muito poucas informações importantes


Coordenação e controlo de qualidade

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Divulgação

www.prp.pt

-Entrevistas a nível internacional junto de diversos especialistas em segurança rodoviária - Resultados de investigação - Experiência dos autores

Baseado em:

MANUAL CAST

- Concepção - Implementação - Avaliação - Elaboração e difusão de relatórios

Devem ser feitos grandes esforços para aumentar as hipóteses de sucesso:


www.prp.pt

Parte 1 Conhecimentos teóricos sobre a segurança rodoviária e as campanhas de comunicação: - Os acidentes rodoviários - O papel do factor humano nos acidentes rodoviários - Modelos de alteração do comportamento

MANUAL CAST

www.prp.pt

- Decisores e outros responsáveis pelas campanhas de segurança rodoviária - Profissionais de campanhas de comunicação - Investigadores e professores da área de comunicação - Estudantes

Destina-se a quem?

MANUAL CAST

www.prp.pt

Parte 1 (cont.) Conhecimentos teóricos sobre a segurança rodoviária e as campanhas de comunicação: - Os diferentes tipos de campanhas e os meios de comunicação - Os elementos chave para transmitir eficácia às campanhas - O público alvo - As mensagens - A avaliação

MANUAL CAST

www.prp.pt

- para sensibilizar para a problemática da segurança rodoviária - para informar sobre novas medidas - para motivar alterações nas actitudes e nas crenças, - e sobretudo para alterar comportamentos

Campanhas para quê?

MANUAL CAST

www.prp.pt

Parte 2 Guia para conceber, implementar e avaliar uma campanha de comunicação em segurança rodoviária: 1 – Dar início ao processo 2 – Analisar a situação 3 – Conceber a campanha e a sua avaliação

MANUAL CAST

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Tipos de campanhas - Isoladas - Combinadas com outras acções (fiscalização, educação/formação, legislação, correcção na infraestrutura, etc.) - Integradas num programa integrado de prevenção rodoviária

MANUAL CAST

www.prp.pt

Parte 2 (cont.) Guia para conceber, implementar e avaliar uma campanha de comunicação em segurança rodoviária: 4 – Conduzir a avaliação prévia e implementar a campanha 5 – Completar a avaliação e formular as conclusões 6 – Redigir o relatório final e assegurar a sua divulgação

MANUAL CAST

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AUMENTAR A EFICÁCIA DAS CAMPANHAS DE COMUNICAÇÃO EM SEGURANÇA RODOVIÁRIA

Principal objectivo do CAST

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AS EXIGÊNCIAS IMPOSTAS PELO AMBIENTE

AS CAPACIDADES DO UTENTE PARA AGIR

DO EQUÍ EQUÍLIBRIO ENTRE

A SEGURANÇ SEGURANÇA RODOVIÁ RODOVIÁRIA DEPENDE:

DO AMBIENTE RODOVIÁ RODOVIÁRIO

DO UTENTE (atitudes, comportamentos, conhecimentos)

REDUZINDO AS EXIGÊNCIAS

AUMENTANDO AS CAPACIDADES

COMO PREVENIR RUPTURAS NO EQUÍ EQUÍLIBRIO DO SISTEMA?

José Miguel Trigoso

Prevenção Rodoviária Portuguesa

Comportamentos para um Ambiente Condicionado

CONDUTORES

TÉCNICOS

FORMAÇ FORMAÇÃO DE

EDUCAÇ EDUCAÇÃO RODOVIÁ RODOVIÁRIA FORMAÇ FORMAÇÃO DE

ESTABELECENDO UM PROCESSO DE EDUCAÇ EDUCAÇÃO CONTÍ CONTÍNUA

COMO AUMENTAR AS CAPACIDADES DOS UTENTES

RESPOSTA DO UTENTE

LUGAR, SÃO SUPERIORES ÀS CAPACIDADES DE

RODOVIÁ RODOVIÁRIO, NUM DADO MOMENTO E NUM DADO

QUANDO AS EXIGÊNCIAS DO AMBIENTE

UMA RUPTURA NO EQUÍ EQUÍLIBRIO DO SISTEMA

O QUE É UM ACIDENTE ?

O CONDUTOR…

O CONDUTOR decide o que fazer em função… ; DO QUE VIU

PREVIU

; DO QUE

ACÇÃO

O CONDUTOR

PERCEPÇÃO

DECISÃO

Acção

Decisão

Previsão

Exploração visual

ANÁLISE DA TAREFA DE CONDUÇÃO

;ETC ...

;DESVIA-SE

;BUZINA

;ACELERA

;ABRANDA

;ULTRAPASSA

;TRAVA

; EXPLORA

; OBSERVA

; VÊ

ACONTECER

; O QUE PODE

; O QUE OS OUTROS VÃO FAZER

; O QUE PODE OU NÃO FAZER

- EXTERNOS

- INTERNOS

FACTORES DE RISCO:

FACTORES QUE FRAGILIZAM A TAREFA DA CONDUÇÃO

antecipa ...

O CONDUTOR

PREVISÃO

Idade

Fadiga e sonolência

Drogas

Doenças e Medicamentos

Álcool

Emoções e conflitos psicológicos

Distracção (ex: telemóvel)

•

•

•

•

•

•

•

da formaç formação segundo os princí princípios

na componente prá prática da té técnica da

na formaç formação do desenvolvimento da

¾ Actualizaç Actualização dos instrutores.

conduç condução e forma de os evitar;

capacidade de detecç detecção e identificaç identificação de riscos na

¾ Introduç Introdução

conduç condução comentada;

¾ Introduç Introdução

da conduç condução defensiva;

¾ Reorganizaç Reorganização

FORMAÇ FORMAÇÃO DE CONDUTORES

Inexperiência

•

FACTORES DE RISCO INTERNOS

¾

¾

¾

¾

prá prático

e

homogeneizaç homogeneização

(instrumento de notaç notação).

exame

dos

crité critérios

de

avaliaç avaliação

Formaç Formação dos examinadores de acordo com os novos modelos de

conhecimento da té técnica de conduç condução comentada;

capacidade de detectar antecipadamente as situaç situações de risco e o

conduzir no fluxo normal de trânsito em cada tipo de via, a

Adoptar uma prova prá prática na via pú pública, que avalie a capacidade de

veí veículo, (movimentos de precisão);

Adoptar uma prova prá prática em parque que avalie o domí domínio do

adequada;

analisar a situaç situação que lhe é posta e de tomar a decisão mais

Adoptar questões que avaliem o candidato sobre a sua capacidade de

AVALIAÇ AVALIAÇÃO DOS CONDUTORES

•Comportamento dos outros utentes

•Distância de visibilidade

•Diversidade da informação

•Quantidade de informação

•Qualidade da informação

Factores de risco externos

www.cast-eu.org


CAST

FACTORES DE RISCO EXTERNOS

- Poucas campanhas são avaliadas de forma a saber se são ou não são eficazes

• Poucos conhecimentos sobre as melhores práticas para conceber, implementar e avaliar as campanhas:


• Pretende-se que tenham impacto sobre os comportamentos

• As campanhas de segurança rodoviária são reconhecidas como sendo meios capazes de influenciar os conhecimentos, as actitudes e as crenças dos utentes da estrada.

• “CAST”: Campaigns and Awarenessraising Strategies in Traffic safety

• - Raras são as campanhas baseadas sobre modelos teóricos - Relatórios das campanhas são raros, e quando existem têm muito poucas informações importantes



• Como avaliar a sua eficácia ?

• Como realizar campanhas eficazes ?

QUESTÕES:

- Concepção - Implementação - Avaliação - Elaboração e difusão de relatórios

• Devem ser feitos grandes esforços para aumentar as hipóteses de sucesso:





• Destina-se a quem?

MANUAL CAST



MANUAL CAST

Manual




• Campanhas para quê?



Divulgação

• Tipos de campanhas - Isoladas - Combinadas com outras acções (fiscalização, educação/formação, legislação, correcção na infraestrutura, etc.) - Integradas num programa integrado de prevenção rodoviária

MANUAL CAST


• Baseado em:

MANUAL CAST

Parte 2 (cont.) • Guia para conceber, implementar e avaliar uma campanha de comunicação em segurança rodoviária: 4 – Conduzir a avaliação prévia e implementar a campanha 5 – Completar a avaliação e formular as conclusões 6 – Redigir o relatório final e assegurar a sua divulgação

MANUAL CAST

Parte 1 • Conhecimentos teóricos sobre a segurança rodoviária e as campanhas de comunicação: - Os acidentes rodoviários - O papel do factor humano nos acidentes rodoviários - Modelos de alteração do comportamento

MANUAL CAST



Parte 1 (cont.) • Conhecimentos teóricos sobre a segurança rodoviária e as campanhas de comunicação: - Os diferentes tipos de campanhas e os meios de comunicação - Os elementos chave para transmitir eficácia às campanhas - O público alvo - As mensagens - A avaliação

MANUAL CAST

Parte 2 • Guia para conceber, implementar e avaliar uma campanha de comunicação em segurança rodoviária: 1 – Dar início ao processo 2 – Analisar a situação 3 – Conceber a campanha e a sua avaliação

MANUAL CAST

ACCROITRE L’EFFICACITE DES CAMPAGNES DE COMMUNICATION EN SECURITE ROUTIERE

Principal objectif du CAST

Projet financé par la Commission Européenne, Directorat Général Énergie & Transport

4

1

Manuel

Réaliser 2 campagnes avec l’aide du manuel

Instrument d’Évaluation Instrument de Rapport

Application d’un instrument d’évaluation de campagnes réelles

Modèle d’usager routier Meta-analyse

Structure du Projet

Besoin d’orientations claires, supportées par des recherches et des faits, et non par les ”opinions” des décideurs.

• Comment évaluer leur efficacité ?

Coordination et garantie de qualité

CAST

• Comment réaliser des campagnes efficaces ?

QUESTIONS:


“CAST”

Dissémination 5

2

Validation du manuel • Réaliser 2 campagnes de sécurité routière avec l’aide du manuel • Organiser 2 workshops pour discussion des résultats provisoires du projet

Instruments pour les exécuteurs des campagnes • Manuel

Rapport sur les résultats de méta-analyse • Identification des éléments clés de réussite pour de futures campagnes

3 types de résultats CAST

Partenaires

6

3



www.cast-eu.org

José Miguel Trigoso - PRP


CAST

4

1

- Poucas campanhas são avaliadas de forma a saber se são ou não são eficazes - Raras são as campanhas baseadas sobre modelos teóricos - Relatórios das campanhas são raros, e quando existem têm muito poucas informações importantes

• Poucos conhecimentos sobre as melhores práticas para conceber, implementar e avaliar as campanhas:


• Pretende-se que tenham impacto sobre os comportamentos

• As campanhas de segurança rodoviária são reconhecidas como sendo meios capazes de influenciar os conhecimentos, as actitudes e as crenças dos utentes da estrada.


“CAST”

5

2

-

Concepção Implementação Avaliação Elaboração e difusão de relatórios

• Devem ser feitos grandes esforços para aumentar as hipóteses de sucesso:



• Como avaliar a sua eficácia ?

• Como realizar campanhas eficazes ?

QUESTÕES:

“CAST”

6

3


• Destina-se a quem?

MANUAL CAST

Parceiros

10

7





• Campanhas para quê?

MANUAL CAST

Manual




Divulgação 11

8

• Tipos de campanhas - Isoladas - Combinadas com outras acções (fiscalização, educação/formação, legislação, correcção na infraestrutura, etc.) - Integradas num programa integrado de prevenção rodoviária

MANUAL CAST


• Baseado em:

MANUAL CAST

12

9

Parte 2 (cont.) • Guia para conceber, implementar e avaliar uma campanha de comunicação em segurança rodoviária: 4 – Conduzir a avaliação prévia e implementar a campanha 5 – Completar a avaliação e formular as conclusões 6 – Redigir o relatório final e assegugrar a sua divulgação

MANUAL CAST

Parte 1 • Conhecimentos teóricos sobre a segurança rodoviária e as campanhas de comunicação: - Os acidentes rodoviários - O papel do factor humano nos acidentes rodoviários - Modelos de alteração do comportamento

MANUAL CAST

16

13



Parte 1 (cont.) • Conhecimentos teóricos sobre a segurança rodoviária e as campanhas de comunicação: - Os diferentes tipos de campanhas e os meios de comunicação - Os elementos chave para transmitir eficácia às campanhas - O público alvo - As mensagens - A avaliação

MANUAL CAST

17

14

Parte 2 • Guia para conceber, implementar e avaliar uma campanha de comunicação em segurança rodoviária: 1 – Dar início ao processo 2 – Analisar a situação 3 – Conceber a campanha e a sua avaliação

MANUAL CAST

15

- secundários – outros factores que podem contribuir para alcançar os objectivos primários, tais como conhecimentos, atitudes ou normas

- primários – qual o comportamento a adoptar pelo público-alvo

- Definir os objectivos específicos da campanha:

- Determinar como atingir o público-alvo

- Decidir se e como segmentar a audiência

- Análise exaustiva do problem e possíveis soluções

2. ANALISAR O CONTEXTO

MANUAL CAST

www.cast-eu.org

José Miguel Trigoso – PRP

Direcção Geral da Energia e Transportes

Projecto financiado pela Comissão Europeia

CAST

Lançamento da campanha e fomento De publicidade gratuita

Agência de relações públicas

Coordenação e supervisão

Entidade responsável

Produção do material da campanha

Produção

- planear a avaliação

- desenvolver e realizar pré-testes das mensagens, slogans e logos no seu contexto integral

- definir as medidas de avaliação

- identificadores da campanha

- definir os métodos (qualitativos e quantitativos) e ferramentas para recolha de dados

- escolher o modelo da avaliação e a amostra

- conteúdo da mensagem - seleccionar os media a utilizar e definir o seu plano

- definir os objectivos da avaliação

- que tipo de campanha

B – Concepção da avaliação da campanha

3. CONCEBER A CAMPANHA E A SUA AVALIAÇÃO

3. CONCEBER A CAMPANHA E A SUA AVALIAÇÃO A - Desenvolver a estratégia da campanha

MANUAL CAST

Os diferentes actores da campanha e as suas relações

Estudos e pesquisas necessários à campanha, concepção da avaliação, tratamento dos dadosn e interpretação dos resultados

Investigadores e técnicos de Segurança rodoviária

Concepção e estratégia da campanha

Agência de publicidade

Compra dos meios

Agência de meios

MANUAL CAST

- Escolha da equipa responsável pela campanha e lançamento de consultas ao mercado para apresentação de propostas

- Juntar os parceiros numa reunião inicial

- Dimensionar o orçamento

- Identificar os parceiros

- Analisar o contexto

- Identificar e definir o problema

1. DAR INÍCIO

MANUAL CAST

4. Desenvolver a estratégia e o plano da campanha

3. Traduzir o objectivo geral em objectivos específicos

8.Divulgar os resultados

7. Assegurar uma avaliação rigorosa

6. Conduzir uma boa implementação da campanha

5. Formular a mensagem

1. Basear a campanha em estatísticas e investigação

2. Seleccionar um público-alvo específico

RECOMENDAÇÕES GERAIS

MANUAL CAST

- Formular conclusões claras sobre a campanha

- Estabelecer e analisar a relação custo-benefício

- Processar e analisar os dados da avaliação

- Implementar o método de avaliação escolhido para os períodos durante e/ou após a campanha

5. COMPLETAR A AVALIAÇÃO E FORMULAR AS CONCLUSÕES

MANUAL CAST

RECOMENDAÇÕES GERAIS

MANUAL CAST

- Controlar a publicação dos materiais da campanha e possível feed-back dos passos anteriores

- Implementar a campanha

- Produzir os materiais da campanha

- Conduzir a avaliação prévia

4. CONDUZIR A AVALIAÇÃO PRÉVIA AO PERÍODO DA CAMPANHA E IMPLEMENTAR A CAMPANHA

MANUAL CAST

Ciclo completo

2 Analisar a situação

1 Dar início

6 Redigir o relatório final

5 Completar a avaliação e formular as conclusões

4 Conduzir a avaliação prévia ao período da campanha e implementar a campanha

3 Conceber a campanha e a sua avaliação

- conclusões e recomendações

- quais os elementos da campanha que foram particularmente eficazes e os que não foram?

- os efeitos foram devidos â campanha?

- que tipos de avaliação foram efectuados?

- como foi conduzida?

- porque razão foi a campanha realizada?

6. REDIGIR O RELATÓRIO FINAL

MANUAL CAST

14 de Fevereiro, Lisboa Alain Areal - PRP

14 de Feveiro 2009, Lisboa

• Saber se os materiais utilizados se adequam ao target da campanha • Saber se a campanha atinge o alvo • Supervisionar a implementação da campanha e intervir se necessário • Testar o modelo teórico • Saber se atinge os objectivos pré-definidos • Saber se a campanha tem beneficios ou problemas inesperados • Saber qual a eficácia e eficiência da campanha

Utilidade da avaliação campanha em curso

www.cast-eu.org

Direcção Geral da Energia e Transportes

Projecto financiado pela Comissão Europeia

CAST

Como avaliar campanhas de segurança rodoviária

Utilidade da avaliação campanhas futuras


• Disponibilizar informação útil no sentido de minimizar o risco de implementar inapropriadamente futuras campanhas • Disponibilizar informação para atingir targets semelhantes • Disponibilizar informação para melhorar a implementação de futuras campanhas • Disponibilizar modelos teóricos funcionais • Disponibilizar informação económica para os decisores , patrocionadores • Angariar boas ideias e evitar as menos boas • Facilitar o desenvolvimento de campanhas futuras


• Objectivos da campanha não estão claramente definidos – Factores críticos de sucesso • As variáveis definidas para a avaliação da campanha não são normalmente consistentes com os objectivos • Não há análise profunda • Não há avaliação económica – CBA e CEA • Campanhas integradas – não há informação

Pontos fracos dos relatórios de avaliação nos países da UE

Tipos de avaliação


4. Económica (Após a campanha)

3. Resultados (Após a campanha)

2. Processo (Durante a campanha)

1. Formativa (antes do início da campanha)


A elaboração de um intrumento de boas práticas: •Simples de usar •Com requisitos mínimos •Questões prontas a usar

Criar uma ferramenta de avaliação para ajudar investigadores e decisores a avaliar campanhas

Objectivos

pré-avaliação através métodos qualitativos

da e


•Exposição objectiva Tipo de actividades desenvolvidas; nº de pessoas expostas à campanha; nº de mensagens disseminadas; frequência, duração e tempo das mensagens; se a campanha foi combinada com outras acções (fiscalização)

A avaliação do processo pode ser dividida em dois aspectos relacionados com a exposição e implementação da campanha:

2- Avaliação do Processo


Visa: • melhorar os componentes da campanha •avaliar a adequação dos elementos da campanha em relação ao target •avaliar os meios de comunicação escolhidos antes da decisão final

Consiste numa utilização de quantitativos.

1- Avaliação formativa


•Exposição Subjectiva Alcance da mensagem (quem contactou com a mensagem); percentagem de pessoas sensibilizadas (impacto nas atitudes,comportamentos); reconhecimento da campanha; apreciação; validação da mensagem(coompreensão, aprovação,etc.)



Permite relizar alterações ao nível: • mensagem • meios escolhidos • grupo de trabalho • melhorar o método de avaliação escolhido

Consiste na realização de um ou mais pretestes no sentido de avaliar o que está a ter resultados positivos e o que deve ser alterado.

1- Avaliação formativa

campanha específicos


•Objectivos primários (nº de mortos, nº de contra-ordenações, frequência de determinado comportamento, etc.) •Objectivos secundários (conhecimento acerca do comportamento, crenças, comportamento auto-declarado, intenções. Estas variáveis devem estar directamente relacionadas com o modelo teórico usado para definir os objectivos. Permite identificar qual a influência da campanha no comportamento e sua ligação aos índices de sinistralidade.

Visa avaliar os efeitos da determinando se os objectivos foram ou não alcançados.

3- Avaliação dos resultados


Factores externos que possam eventualmente afectar os resultados da campanha devem ser registados

Não é utilizada para avaliar a eficácia da campanha mas disponibilliza informação relevante para a avaliação dos resultados.

Decorre durante a campanha e é utilizada para determinar se a campanha está a ser implementada e a desenvolver-se de acordo com o planeado.



Os efeitos da mudança de comportamento nos acidentes podem ser estimados e quantificados através do apuramento do valor associado à poupança de uma vida

Os benefícios da campanha no que se refere ao valor monetário dos efeitos positivos nos acidentes pode ser calculado com base nas mudanças de comportamento ou com base nas estatísticas dos acidentes.

4- Avaliação económica custo-eficácia e eficiência


As observações dos comportamentos utilizados na avaliação dos resultados devem estar directamente relacionados com os objectivos específicos da campanha (modelo de referência, indicadores de comportamento, mudança de comportamento, a adopção do novo comportamento).

Usando diversos tipos de variáveis é possível estabelecer a relação entre os acidentes e o comportamento.

3- Avaliação dos resultados


6 Redigir o Relatório Final

5 Completar a Avaliação e Formular as Conclusões

4 Conduzir a Avaliação Prévia ao Período da Campanha e Implementar a Campanha

3 Conceber a Campanha e a sua Avaliação

2 Analisar a Situação

1 Dar Início

Passos para desenhar, implementar e avaliar campanhas de S.R.



1. Definir os objectivos da avaliação 2. Escolher o modelo de avaliação e a amostra 3. Definir as variáveis de avaliação 4. Definir os métodos e ferramentas para recolha de dados 5. Planear a avaliação

Concepção da avaliação da campanha


A campanha foi eficiente? (análise custobenefício, o que foi gasto e o que se ganhou em termos monetários)

A campanha foi eficaz? (Comparar o que foi gasto com os efeitos não monetários da campanha)

Visa avaliar a eficácia e eficiência da campanha versus investimento. A avaliação económica implica especificar todos os recursos utilizados: •Custo total (desenvolvimento, meios de comunicação, actividades de suporte, avaliação, etc.) •Os efeitos monetários e não-monetários

A avaliação económica deve responder às questões: Quanto custou a campanha?


Permite determinar a relação entre os resultados da campanha e o investimento efectuado.



Escolher a amostra de acordo com: •tempo •orçamento •dimensão do target •tipo e tema da campanha •actividades de suporte

Recomenda-se o pre-teste da metodologia de avaliação no sentido de apurar se as variáveis e o método escolhidos servem à avaliação

2- Escolher o modelo de avaliação e a amostra


Mais especificamente, o resultado da avaliação deve indicar quais os aspectos da campanha que funcionam ou não, e porque razão.

A avaliação deve, no mínimo, permitir determinar se a campanha funciona ou não, e se é realmente vantajosa em termos de relação custo-benefício.

1- Definir os objectivos da avaliação cada tipo de objectivo definido corresponderá um tipo diferente de avaliação – o processo, o resultado ou a avaliação económica.

Estatísticas Dados auto-declarados Observações Indicadores de eficácia/benefício


• • • •

3- Definir as variáveis de avaliação


A

1- Definir os objectivos da avaliação


Avaliar as vantagens e desvantagens de cada instrumento necessários à avaliação de acordo com: • Fiabilidade • Tempo requerido • Recursos disponíveis

Selecção dos métodos qualitativos e quantitativos (entrevistas, questionários, focus grupos, observação, etc.)

4- Definição dos métodos e instrumentos para a recolha de dados


O ideal será o modelo de avaliação contemplar avaliações antes, durante e após a campanha

Uma avaliação antes e outra depois da campanha com um grupo de controlo ou de comparação

Deve ser escolhido um modelo de avaliação apropriado que contemple (requisito mínimo):

2- Escolher o modelo de avaliação e a amostra

e

análise

dos

dados

da


Elaboração do relatório da campanha

Elaboração de conclusões

Recolha informação sobre os custos e custobenefício

Processamento avaliação

Implementação do método de avaliação antes, durante e após a campanha

Completar a avaliação e formular conclusões


É recomendável que se desenvolvam pré-testes das ferramentas de avaliação. A recolha de dados deve ser levada a cabo da mesma forma em todas as fases.

4- Definir os métodos e ferramentas para recolha de dados


Deve conter informação clara e concisa sobre todos os passos da campanha, incluindo a identificação, definição, histórico, target, objectivos, estratégia, avaliação e principais conclusões e recomendações

O objectivo é disponibilizar informação relevante para o grupo envolvido na campanha, decisores, patrocinadores, investigadores e público em geral.

Relatório da campanha


O efeito da campanha pode ser sempre avaliado tendo como base uma referência como por exemplo o nível de conhecimentos, crenças, comportamentos existentes antes do início da campanha

Definição do melhor momento para avaliar a campanha.

Definição do tempo e da duração dos diferentes períodos da avaliação e de acordo com o tipo de dados a ser recolhidos.

5- Planear a avaliação

Conclusões


•Avaliação é parte integrante de uma campanha e não um processo autónomo

• A avaliação ajuda a justificar os custos associados a quem as financia.

•Os resultados das avaliações devem ser disseminados no sentido de criar conhecimento útil para a área da segurança rodoviária.

•Devem ter por base um modelo teórico

•As campanhas de Segurança rodoviária devem ser devidamente avaliadas no sentido de elaborar conclusões claras quanto à sua eficácia no que diz respeito aos objectivos pre-determinados e em relação ao target group a que se dirigem.


Avaliação antes da campanha Nesta fase a duração da avaliação bem como o tempo entre a avaliação antes da campanha e o seu início depende do tipo de dados a recolher Avaliação durante a campanha Nesta fase a duração da avaliação depende da duração da campanha e do tipo de dados a recolher Avaliação após a campanha Nesta fase data de início e a duração da avaliação devem ser cuidadosamente definidas (efeito imediato, médio e longo prazo)

5- Planear a avaliação


• Manual para a Concepção, Execução e Avaliação das Campanhas de Comunicação de Segurança Rodoviária • Instrumento de Avaliação para Campanhas de Segurança Rodoviária • Modelo de Relatório para Campanhas de Segurança Rodoviária

Resultados do CAST disponíveis gratuitamente on-line em: www.cast-eu.org

Conclusões

De facto, campanhas de comunicação sobre segurança rodoviária têm cinco objectivos principais: 1) Fornecer informação sobre leis novas ou revistas,

Centrar-nos-emos em campanhas que envolvem mais do que comunicação de massas. Com base , em definições prévias8 9,10, campanhas de comunicação em segurança rodoviária são definidas no consórcio do CAST como “esforços intencionais para informar, persuadir ou motivar as pessoas com vista a mudar as suas crenças e/ou comportamentos de modo a melhorar a segurança rodoviária num todo ou numa vasta audiência bem definida, tipicamente num determinado período por meio de actividades de comunicação organizadas envolvendo canais de comunicações específicos, muitas vezes combinados com suporte interpessoal e/ou outros acções de suporte como a obrigatoriedade, a educação, a legislação, a valorização do compromisso pessoal, recompensas, etc.

Em que tipo de campanhas deveremos centrar-nos?

Tenha ou não a campanha efeitos positivos, os resultados devem ser publicados e apresentados a uma grande audiência, através de um relatório final. Um relatório sistemático de campanhas passadas pode dar um valioso contributo para futuras iniciativas (ver também o modelo de Relatório CAST). Além disso, o uso de revisões descritivas e meta-análises, que fornecem informação sobre diversos estudos relacionados com o tópico em causa, podem ajudar na identificação de elementos chave que são susceptíveis de estabelecer a base para o sucesso no futuro.

A nossa postura é optimista, porque acreditamos que futuras campanhas de informação em segurança rodoviária podem beneficiar de lições retiradas de pesquisas anteriores. Estudos descritivos e meta-análises mostraram que as campanhas têm mais probabilidades de ser bem sucedidas se focarem apenas um tema, bem definido e com escolha de um público-alvo específico. Além disso, é essencial que a campanha seja baseada numa extensiva pesquisa e modelos teóricos relevantes, que podem ajudar não só na identificação dos principais indicadores do comportamento problema, mas também na concepção da mensagem da campanha. O marketing social deve ser utilizado para integrar estes elementos numa estratégia mais ampla para influenciar o comportamento dos utilizadores da estrada. Um importante requisito é que os profissionais, investigadores e decisores irão trabalhar em conjunto de modo a tornar a campanha num sucesso. Cada um destes actores deve estar apto a colocar-se no lugar dos outros.

O objectivo do Manual desenvolvido no âmbito do projecto CAST, é proporcionar aos profissionais da campanha uma ferramenta detalhada e prática para a concepção, execução e avaliação das campanhas de comunicação de segurança rodoviária. Que saibamos, existem poucos manuais em , , campanhas de comunicação em segurança rodoviária4 5,6 7 e não existe para todos uma versão resumida. Assim, apenas está disponível informação limitada sobre a forma como as campanhas de comunicação de segurança rodoviária são concebidas, realizadas e avaliadas, e sobre as melhores práticas para o fazer. No entanto, é importante dispor de manuais, especialmente sobre este tópico, porque este tipo de manual pode ajudar indivíduos envolvidos em campanhas de segurança rodoviária a melhorar a eficácia de futuras campanhas conduzidas por estes.

Governos e autoridades a diferentes níveis investem muito dinheiro e enorme esforço para mudarem o comportamento dos utilizadores da estrada. Campanhas de comunicação de segurança rodoviária são um dos mais importantes meios para persuadir os utilizadores da estrada a adoptarem comportamentos seguros. Juntamente com a obrigatoriedade e a engenharia rodoviária, constituem um recurso fundamental. No entanto, o que é que realmente sabemos sobre estas campanhas, para além das especificidades nacionais? Será que realmente sabemos se muitos dos actuais esforços são bem sucedidos? Na realidade, a reposta é não. Sem avaliações rigorosas e os respectivos relatórios, é muito difícil saber se a campanha foi bem sucedida ou não. As avaliações também nos dizem se o investimento foi válido, um facto que pode afectar um futuro financiamento.

Porquê um manual sobre campanhas de comunicação de segurança rodoviária?

INTRODUÇÃO

Projecto co-financiado pela Comissão Europeia Direcção-Geral de Energia e Transportes

Patricia Delhomme, Werner De Dobbeleer, Sonja Forward, Anabela Simões, Giannis Adamos, Alain Areal, Julien Chappé, Chloe Eyssartier, Peter Loukopoulos, Teti Nathanail, Suzanne Nordbakke, Heiko Peters, Ross Phillips, Maria Pinto, MarieFrédérique Ranucci, Gian Marco Sardi, Jose Trigoso, Truls Vaa, Knut Veisten, Esther Walter.

Autores

( Versão resumida)

Manual para a Concepção, Implementação, e Avaliação de Campanhas de Informação de Segurança Rodoviária

Campanhas de Consciencialização e Definição de Estratégias de Segurança Rodoviária

Editor:

Nas próximas secções, cada passo será dividido em sub-passos que serão sucintamente apresentados.

Assim que os seis passos estiverem cumpridos, o ciclo está completo. As conclusões que retirou da campanha e a respectiva avaliação dar-lhe-ão a contribuição necessária para o próximo ciclo da campanha.

Para actualizar o seu conhecimento, poupar tempo e dinheiro, e estar bem organizado, pode seguir os seis passos básicos (ver diagrama 1) que o conduzirão no processo de concepção, execução e avaliação da sua campanha de informação em segurança rodoviária. Por razões de clareza, os passos são apresentados numa sequência. No entanto, é preciso consciente de que os passos são interdependentes e não podem necessariamente ser realizados de um modo estritamente sequencial. Realmente, uma campanha de informação em segurança rodoviária é orientada por decisões fundamentais em todos os aspectos, desde o objectivo geral aos objectivos específicos, à estratégia e ao lançamento da campanha, até mesmo à sua avaliação. Por vezes, decisões efectivas e um óptimo trabalho numa fase depende do feedback de fases anteriores. Isto significa que uma determinada fase pode ser revista e melhorada se necessário.

Mesmo que se conclua que uma campanha de informação em segurança rodoviária irá ajudar a resolver o problema, ou pelo menos providenciar parte da solução, pode não se saber como proceder. Não se deve recear que a tarefa seja muito difícil, pois provavelmente os técnicos têm mais conhecimento e saber-fazer do que pensam. Trabalhando em equipa com colegas e parceiros que podem dar alguma assistência ou mesmo fazer parte da equipa da campanha, o trabalho será seguramente facilitado.

Geralmente, o ponto de partida de qualquer intervenção é um problema de segurança rodoviária que foi identificado, habitualmente através da análise de estatísticas (ex. acidentes de carro, infracções). Então, o problema deve ser estudado de forma a verificar se uma campanha de informação em segurança rodoviária pode ser parte da solução. Se assim for, deve-se investigar se o problema pode ser resolvido com uma campanha de informação em segurança rodoviária isolada ou se a campanha deve ser combinada com outras actividades de suporte.

Seis passos básicos para a orientação no processo

De um ponto de vista pragmático, um objectivo adicional implícito ou explicito pode ser a informação dos utilizadores da estrada de que as autoridades identificaram comportamentos de risco cujo decréscimo definiram como prioridade. Neste caso, as campanhas de segurança rodoviária podem servir para reforçar a politica de segurança rodoviária das autoridades11.

2) Melhorar o nível de conhecimento e/ou consciência sobre novos sistemas embarcados, os riscos a eles inerentes, etc., assim como os comportamentos preventivos apropriados, 3) Modificar factores que estão na origem do comportamento dos utilizadores da estrada, 4) Modificar problemas comportamentais ou manter comportamentos de segurança conscientes, 5) Diminuir a frequência e gravidade dos acidentes.

© Copyright Instituto Belga de Segurança Rodoviária (Belgian Road Safety Institute- IBSR-BIVV) 2009 Todos os direitos reservados. Nenhuma parte desta publicação pode ser reproduzida, guardada num sistema de recuperação, ou transmitido de qualquer forma ou por qualquer meio, electrónico, mecânico, fotocopiado, gravado ou outro, sem permissão escrita do editor.

Publicado Fevereiro, 2009 D/2009/0779/10

Belgian Road Safety Institute (IBSR-BIVV) 1405 Chaussée de Haecht B-1130 Brussels, Belgium www.ibsr.be

PREFÁCIO

Mais informação sobre o Projecto CAST é apresentada no fim desta brochura

Mais informação sobre o projecto CAST pode ser encontrada no sítio da Internet do CAST: www.cast-eu.org.

6 Redigir o Relatório Final

5 Completar a Avaliação e Formular as Conclusões

4 Conduzir a Avaliação Prévia ao Período da Campanha e Implementar a Campanha

3 Conceber a Campanha e a sua Avaliação

2 Analisar a Situação

1 Dar Início

Diagrama 1 – Passos para a concepção, execução, e avaliação de uma campanha de informação de segurança rodoviária

*

O projecto CAST foi realizado por um consórcio de 19 parceiros e coordenado pelo Instituto Belga de Segurança Rodoviária (Belgian Road Safety Institute - IBSR-BIVV). Incluiu todas as principais organizações Europeias com competências e experiência na área das campanhas de segurança rodoviária, reunindo peritos de toda a EU.

O projecto CAST (Campaigns and Awareness-Raising Strategies in Traffic Safety) é um projecto de investigação suportado pela Comissão Europeia (CE). Foi criado para atender às necessidades da CE para reforçar a segurança rodoviária através de campanhas eficazes. O projecto CAST abrangeu o período entre 2006 e 2009, e foi orientado para satisfazer a necessidade de ferramentas entre os profissionais que concebem, promovem e avaliam campanhas de segurança rodoviária. Neste projecto, foram desenvolvidos instrumentos para ajudar os profissionais na concepção e na avaliação de campanhas de segurança rodoviária: o Manual para a concepção, realização e avaliação das campanhas de comunicação em segurança rodoviária1, um instrumento de avaliação2 destinado a ajudar os utilizadores na avaliação da respectiva eficácia e um instrumento3 que fornece orientações claras para a elaboração de um relatório completo de cada campanha*.

Sobre o Projecto CAST

Esta brochura é uma versão resumida do Manual para a Concepção, Implementação, e Avaliação de Campanhas de Informação de Segurança Rodoviária1.

Desenvolver e realizar pré-testes das mensagens e slogans no seu contexto integral. Os testes das mensagens fornecem mais informação sobre os seus pontos fortes e fracos, e sobre a sua capacidade para atingir o público-alvo. Podem existir ferramentas (ex. Escala de Diagnóstico de Comportamentos de Risco12) que permitem ajudar na melhoria e na optimização da mensagem antes da implementação da campanha.

A avaliação dever ser concebida com tanto cuidado como a própria campanha. Para isso, é necessário: x Definir os objectivos da avaliação. A avaliação deve, no mínimo, permitir determinar se a campanha funciona ou não, e se é realmente vantajosa em termos de relação custo-

(2) Concepção da avaliação da campanha

Escolher identificadores de campanha (mascotes, marcas, logotipos, e porta-voz).

Seleccionar os media e definir o respectivo plano. O plano dos media deve ser estabelecido de acordo com o orçamento, o calendário e a duração da campanha, os custos da publicidade em cada tipo de media e o veículo correspondente (titulo jornal, programa de rádio, televisão, etc.), as estatísticas demográficas de cobertura, e as oportunidades (tempos e lugares onde o público-alvo pode ser alcançado mais facilmente).

Desenvolver o conteúdo da mensagem. Este passo inclui o contexto, estrutura e o estilo da mensagem tal como foi definido no sumário criativo. Isto envolve o estabelecimento de um procedimento claro, bem como discussões com a agência de publicidade e o promotor da campanha. A mensagem deve ser tão concreta e perceptível quanto possível. Deve-se basear numa estratégia de marketing social e ter em conta os objectivos específicos da campanha, as características do comportamento problema e/ou do comportamento seguro e dos principais indicadores para o público-alvo (frequência e lugar), os custos e benefícios esperados da adopção do comportamento seguro, o lugar e o tempo em que o comportamento seguro deve ser adoptado, assim como as características do público-alvo, os factores ambientais e as características do emissor. Para desenvolver o conteúdo das mensagens e a execução da estratégia, podem ser utilizados estudos qualitativos, tais como entrevistas individuais, focus groups, ou brainstorm.

x

Definir a estratégia. Este passo inclui o tipo de campanha (comunicação, combinada ou integrada) e a sua escala (local, regional e/ou nacional), em função das áreas em que os problemas ocorrem, do público-alvo, e de como este pode ser alcançado. Devem ser estudadas campanhas e acções anteriores a fim de melhor definir orientações para desenvolver a estratégia. Estando definida a estratégia da campanha, o sumário criativo deve ser actualizado adicionando novos componentes.

x

A estratégia da campanha deve basear-se nos respectivos objectivos específicos, que definem como alcançar o objectivo geral da campanha de um modo mais operacional. A estratégia da campanha determinará como se influenciará o público-alvo de modo a mudar ou incutir conhecimento, crenças e/ou comportamentos, e será baseada em modelos teóricos.

(1) Desenvolver a estratégia da campanha

Sub-passos a dar

Durante os dois passos anteriores, terão sido recolhidos dados e analisados para melhor definir o problema comportamental e o público-alvo; os objectivos específicos da campanha terão sido definidos, assim como o respectivo método de avaliação. Agora é tempo de conceber a campanha em si – talvez combinada com outras acções ou programas – e planear como avaliá-la. Neste passo, é preciso responder ás seguintes questões: “O que deve ser feito?”, “Como deve ser feito?”, e “Como se pode saber se a campanha está a funcionar ou não?”

Passo 3: Conceber a Campanha e a sua Avaliação

A equipa da campanha deve incluir pessoas da organização dos promotores, parceiros da campanha, outras agências exteriores e fornecedores contratados a seguir ao pedido de propostas. As ofertas podem incluir publicidade, produção, agências de meios, agências de relações públicas e investigadores. A participação de avaliadores externos pode ou não ser necessária, dependendo da disponibilidade de um departamento interno na organização do promotor. Contudo, recomenda-se que a avaliação seja realizada por uma entidade externa, o que é essencial para assegurar a objectividade.

(6) Apelo a apresentação de propostas e escolha do tema da campanha

Nesta primeira reunião, deverá definir os objectivos gerais da campanha, bem como discutir a estratégia da campanha de modo a identificar as suas necessidades. Com base nestas necessidades, deverá, juntamente com os parceiros da campanha, identificar os recursos já existentes e os que terá que procurar. Deverá elaborar uma versão provisória do sumário criativo, incluindo toda a informação que está recolhida até esta altura. O sumário criativo servirá como o documento de referência da campanha e será actualizado no decorrer da mesma.

(5) Juntar os parceiros da campanha numa reunião inicial

O orçamento potencial ou real da campanha, incluindo os custos da investigação e avaliação, deve ser por si definido.

(4) Elaborar o orçamento

Os parceiros e patrocinadores podem ser autoridades locais e/ou organizações privadas. A participação destas entidades pode ser financeira, logística, ou outra.

(3) Localizar parceiros e patrocinadores e seu envolvimento

Uma análise do contexto geral e específico onde o problema ocorre indicará se a campanha pode ou deve ser combinada com outras acções ou programas.

(2) Analisar o contexto

A fim de identificar o problema, deverá confiar nos dados relativos a acidentes, infracções, comportamentos observados, e aspectos relacionados.

(1) Identificar e definir o problema

Escolher o modelo de avaliação e a amostra. Deve ser escolhido um modelo de avaliação apropriado com pelo menos uma medição anterior e outra posterior ao período da campanha e um grupo de controlo ou de comparação. Deve ser escolhido o público-alvo que se ajuste ao horário, ao orçamento, à dimensão da amostra, ao tipo e tema da campanha, e a quaisquer actividades de suporte. Definir as medidas de avaliação (dados de acidentes rodoviários, comportamentos observados, dados pessoalmente relatados, e dados de custos). Definir os métodos e ferramentas para recolha de dados. Seleccione os métodos (qualitativos e quantitativos) e as ferramentas necessárias para avaliar, tendo em conta a sua viabilidade, o tempo requerido, e os recursos disponíveis. Além disso, é recomendável que desenvolva pré-testes das ferramentas de avaliação. A recolha de dados deve ser levada a cabo da mesma forma em todas as fases. Planear a avaliação. Prepare a sua avaliação de acordo com o tipo de dados a recolher.

x

x

benefício. Mais especificamente, o resultado da avaliação deve indicar quais os aspectos da campanha que funcionam ou não, e porque razão. Cada um destes objectivos corresponde a um tipo diferente de avaliação – o processo, o resultado (ver também o instrumento de avaliação CAST²) ou a avaliação económica.

Várias bases de dados internacionais sobre campanhas de consciencialização na area da segurança rodoviária podem ajudar a obter informação (por exemplo., o European Road Safety Observatory www.erso.eu ou o RoadSafetyWeb www.roadsafetyweb.net).

†

Este passo consiste em decompor o objectivo geral da campanha em objectivos específicos, nomeadamente: Objectivos primários: deve definir qual o comportamento a adoptar pelo público-alvo, de modo a alcançar o objectivo geral da campanha. Objectivo secundários: deve identificar outros factores que podem contribuir para alcançar os objectivos primários, tais como o conhecimento, as atitudes e as normas.

(4) Definir os objectivos específicos da campanha

Em primeiro lugar, deverá verificar-se quais os factores que contribuem para o comportamento problema identificado. Nalguns casos, esta informação não está disponível, o que impõe que se realizem estudos adicionais. Então, será necessário mais trabalho no caso de se verificar o seguinte: (1) há informação ampla sobre os principais indicadores do comportamento problema e/ou do comportamento seguro, mas é preciso saber quais os que têm maior peso sobre o público-alvo; (2) apenas alguma informação está disponível, sabendo-se que alguns elementos que estão omissos; ou (3) não há informação sobre os principais indicadores. Com base nos resultados destes estudos, deverá ser escolhido o modelo teórico no qual deverá ser baseada a estratégia da campanha. Este poderá ser um modelo já estabelecido ou outro expressamente desenvolvido. Em qualquer dos casos, deve ser assegurado que o modelo contém os principais determinantes do comportamento para a audiência definida.

(3) Determinar como reagir às principais motivações e atingir o público-alvo

Deve ser tomada uma decisão relativamente à necessidade de segmentar o público-alvo. Em muitos casos, é aconselhável segmentá-lo de modo a abordar cada subgrupo de acordo com as diferentes necessidades e características (estilo de vida, cultura, etc.). A segmentação de mercado deve ser conduzida pela agência de publicidade. Uma vez definidos os diferentes segmentos, deverá avaliá-los e seleccionar um ou mais grupos como alvo. Para além do grupo alvo mais óbvio, ou seja, do grupo cujo comportamento requer uma mudança (audiência primária), também pode ser útil abranger uma audiência secundária que até poderá influenciar a primária e os seus segmentos com base na informação obtida no passo anterior. Nesta altura, o sumário criativo deverá também ser actualizado.

(2) Decidir como segmentar a audiência

A análise do problema deverá ser completada, procurando informação disponível em todas as fontes: x Estudos qualitativos e quantitativos para analisar o problema do comportamento em profundidade x Procura de modelos teóricos para explicação das motivações que estão na origem do comportamento x Campanhas já realizadas e outras acções ou programas x Estudos de marketing sobre o público-alvo A informação disponível sobre o problema do comportamento e suas soluções deverá ser sintetizada. Provavelmente os dados existentes serão insuficientes no que diz respeito ao público-alvo. Neste caso, será necessária investigação adicional.

(1) Análise exaustiva do problema e possíveis soluções

Sub-passos a dar

Uma vez completado o 1º passo, deve iniciar-se a análise da situação em grande detalhe†. Nesta fase, deverá conduzir uma análise profunda do problema, possíveis soluções e identificar o público-alvo. Isto permitir-lhe-á definir os objectivos específicos da campanha, assim como conceber a mensagem e preparar a avaliação da campanha.

Antes da concepção da campanha, necessitará de reunir informação sobre o problema identificado. Será necessário recolher dados sobre os possíveis factores contributivos, os tipos de utilizadores da estrada com os quais está envolvido, e o contexto onde ocorre o problema. Poderá depois procurar parceiros para a campanha e patrocinadores que poderão suportar a sua campanha e/ou serem parceiros na mesma.

Sub-passos a dar

Passo 2: Analisar a Situação

Passo 1: Dar Início

2

Para mais detalhes do processo da avaliação, consultar o Instrumento de Avaliação do CAST , para além do Manual de informação.

‡

Deve utilizar o feedback inicial do processo de avaliação para determinar se a campanha foi implementada consoante o planeamento, e até que ponto o público-alvo foi alcançado. Isto requer coordenação rigorosa e acompanhamento. Se o feedback preliminar indicar problemas com a implementação da campanha, pode ser possível corrigir o problema no decurso da campanha. Para além disso, pode negociar medidas correctivas com a agência de publicidade e/ou com a agência de compra de media. Em casos em que a campanha é complementada com outras acções, o controlo da implementação necessitará de maior envolvimento da parte do promotor e/ou dos parceiros da campanha.

(4) Controlar a publicação dos materiais da campanha e possível feedback dos passos anteriores

O tempo de lançamento da campanha é muito importante pois pode criar oportunidades únicas para publicidade gratuita. Em casos em que a campanha é combinada com outras acções, é importante haver uma coordenação cuidadosa de todas as actividades para assegurar que cada componente é implementado conforme programado. Isto exige uma organização rigorosa e uma boa comunicação entre o promotor, os parceiros da campanha e os mediadores.

(3) Implementar a campanha

As agências exteriores que forem contratadas devem produzir os materiais da campanha e reservar o espaço nos media de modo a que esteja tudo preparado para o lançamento da campanha.

(2) Produzir os materiais da campanha

A avaliação prévia deve ser conduzida de acordo com os seus objectivos e o método de avaliação escolhido. Isto envolve a verificação das ferramentas de avaliação e dos materiais, assim como a contratação e a formação dos investigadores. O procedimento de avaliação deve ser idêntico para todas as condições implementadas, ou seja, deve ser implementado o mesmo procedimento para cada grupo de participantes (experimental, de controlo, ou de comparação).

(1) Conduzir a avaliação prévia

Sub-passos a dar

É tempo de levar a cabo a avaliação prévia ao período da campanha, antes de lançar a campanha (que pode estar ou não combinada com outras actividades de suporte). Esta avaliação deve ser utilizada como uma medida de base para outras fases da avaliação. Também necessitará de produzir os materiais da campanha e fazer o seu lançamento. Claro que o progresso da campanha deve ser monitorizado cuidadosamente de modo a controlar quaisquer problemas que possam surgir durante a campanha‡.

Passo 4: Conduzir a Avaliação Prévia ao Período da Campanha e Implementar a Campanha

É necessário examinar a concepção, a avaliação de variáveis, os métodos, e as ferramentas utilizadas para cada um dos objectivos específicos definidos, com base em avaliações de campanhas anteriores e outras acções ou programas compilados durante a análise da situação.

(5) Recolha de informação sobre avaliações de campanhas anteriores e outras acções e programas

A importância da avaliação de campanhas de segurança rodoviária não deve ser subestimada. A avaliação pode custos elevados, mas é a melhor maneira de determinar se uma campanha foi bem sucedida ou não, e se o dinheiro foi bem aplicado. Para retirar conclusões válidas sobre a eficácia da campanha, relação custo-eficácia e eficiência, a campanha deve ser avaliada em relação aos seus

Assegurar uma avaliação rigorosa

O momento do lançamento da campanha é muito importante uma vez que cria oportunidades únicas para obter publicidade gratuita para a campanha. Nos casos em que a campanha está combinada com outras acções, é importante haver uma coordenação cuidadosa de todas as actividades para se ter a certeza de que cada componente é implementado conforme programado. Isto requer uma organização muito rigorosa e uma boa comunicação entre o promotor e os parceiros da campanha e mediadores. Para determinar se a campanha foi implementada conforme planeada, e em que medida o público-alvo foi atingido, devem-se utilizar os dados estimados e obtidos nas medidas para a avaliação da implementação da campanha (Manual pág. 245).

Conduzir uma boa implementação da campanha

É mais provável que a mensagem surta efeito se a pessoa que a recebe se sente motivada para a processar. Isto, por sua vez, aumenta as possibilidades de processar a mensagem em profundidade, o que implica pensar activamente nela e construir uma ideia sobre o seu conteúdo. No entanto, a motivação por si só não é suficiente. Um indivíduo também deve ter a capacidade cognitiva para processar a mensagem, algo que só pode acontecer quando a mensagem é compreensível. Assim, uma mensagem eficaz tem que ser credível, honesta e expressar um comportamento que é possível atingir (confiável), deve ser ouvida repetidamente (consistente), fácil de entender (clara), capaz de gerar mudança (persuasiva), relevante para a pessoa e apelativa (atraente). A mensagem deve ser baseada em modelos gerais de persuasão e em modelos de técnicas específicas, tais como framing. Ao testar uma mensagem, é importante utilizar ferramentas que permitam determinar as que conduzem a uma maior alteração dos conhecimentos, crenças e/ou comportamentos.

Formular a mensagem

A estratégia da campanha redefine a meta e os objectivos específicos de modo operacional. Faz parte de uma estratégia global de marketing social que visa a alteração de comportamento. A estratégia da campanha baseia-se em modelos teóricos utilizados para definir os objectivos específicos; por isso, é crítica a definição do tipo de campanha a ser realizada. Na verdade, a campanha pode ser puramente baseada nos media ou ser combinada com outras acções. Pode ser conduzida a diferentes níveis: local, regional ou nacional, em função do problema comportamental, do público-alvo e das áreas onde o problema é mais frequente. A estratégia da campanha também define o modo como o público-alvo pode ser atingido e influenciado. A campanha, a estratégia de comunicação e outras actividades de suporte devem ser cuidadosamente planeadas. A mensagem, a escolha dos media, os meios de comunicação pessoal e as actividades de suporte devem apoiar a estratégia escolhida para obter a mensagem para o público-alvo seleccionado.

Desenvolver a estratégia e o plano da campanha

O objectivo geral da campanha foi definido com base em investigação prévia, de modo a que ofereça uma ideia preliminar sobre qual o tema da campanha, assim como uma noção sobre a definição do público-alvo. No entanto, essa informação geral normalmente não fornece a especificidade requerida para o desenvolvimento da estratégia da campanha. Por isso, é muito importante definir os objectivos específicos da campanha. Estes devem identificar precisamente o problema comportamental que deve ser alterado para um comportamento seguro (o principal objectivo específico), bem como outros factores (os objectivos secundários) que podem contribuir para atingir o objectivo principal, ou seja, induzir a adopção do comportamento seguro pelo público-alvo. Além de ser a pedra angular da estratégia da campanha, estes elementos serão a base da avaliação da campanha, bem como a medida para verificar se a campanha foi ou não bem sucedida (ou seja, se atingiu a sua meta e objectivos).

Traduzir o objectivo geral em objectivos específicos

Seleccionar um público-alvo específico também permite aos profissionais comparar grupos na avaliação da campanha. Em avaliações destas, os sujeitos experimentais expostos à campanha são comparados com sujeitos de uma população supostamente similar não exposta à campanha (sem atribuição aleatória entre os dois grupos). Alternativamente, a população não visada pela campanha mas exposta pode ser comparada com a população visada pela mesma.

Em todos os casos, é muito importante determinar claramente quais os elementos da campanha que tiveram efeito comprovado nas variáveis, para que público-alvo e em que circunstâncias (i.e. pontos fortes da campanha). É igualmente importante indicar quais os elementos que não funcionaram (i.e. as limitações da campanha), uma vez que esta informação evitará erros semelhantes no futuro e melhorará novas campanhas.

Página de título (título, autores, etc.) Agradecimentos Resumo e palavras-chave Índice de conteúdos Sumário executivo Corpo do trabalho o Fundamentação o Estratégia da campanha o Avaliação o Conclusões e principais recomendações Referências Anexos Notas dos autores

Os resultados devem ser apresentados num relatório final. O relatório deve incluir a justificação da campanha, bem como os resultados detalhados. Deve ser apresentado num formato normalizado e concluir com uma discussão sobre os pontos fortes e as limitações da campanha, sugerindo o modo de utilizar os resultados para melhorar futuras campanhas. Esses relatórios ajudam os profissionais a basear em experiências passadas a concepção e a preparação de novas campanhas, bem como a orientar a investigação a elas inerentes. Sejam quais forem os efeitos da campanha, o relatório final deverá estar disponível em bibliotecas e indexado a uma validada base de dados relativos a factos e conhecimento. As bases de dados internacionais disponíveis na internet que indexam relatórios de campanhas e respectivos resultados quantitativos são úteis para os profissionais da comunicação e investigadores em segurança desejosos de conceber, implementar e avaliar no futuro uma campanha de comunicação em segurança rodoviária. Esses resultados permitirão ainda aos políticos desenvolver políticas eficazes de segurança rodoviária, e apoiar as autoridades locais, regionais e nacionais na tomada de decisões em matéria de suporte financeiro para campanhas de segurança rodoviária.

Disseminar os resultados

objectivos específicos, tendo em conta o nível inicial de conhecimento ou a prevalência de comportamentos seguros antes da campanha. Além disso, se queremos guiar-nos por bons princípios de metodologia, a avaliação deve: (a) reportar-se ao modelo teórico (ou aos principais indicadores do problema comportamental) em que a campanha foi baseada; (b) utilizar grupos de controlo ou de comparação; e (c) envolver pelo menos duas medições, recolhidas antes e após a campanha. Como complemento a estes dois períodos de medição, as fases correspondentes ao decurso da campanha e/ou adicionais à pós-campanha podem permitir obter mais informações sobre a estabilidade do efeito da campanha.

Para além do Manual CAST, poderá ser consultado o Modelo de Relatório que fornece recomendações claras para escrever um relatório completo da campanha.

§

x x x

x x x x x x

A seguinte estrutura é proposta para o relatório final:

(4) Formular conclusões claras sobre a campanha

(2) Conteúdo e estrutura do relatório

Agora que as avaliações estão completas, a informação do custo e da relação custo-benefício deve ser recolhida e analisada.

O relatório deverá dar resposta às seguintes questões: Por que razão foi a campanha realizada? Como foi conduzida? Os efeitos (se tiverem existido) foram devidos à campanha? Que tipos de avaliação foram conduzidos (processo, impacto, resultados e/ou económica)? Em que dimensões foi a campanha avaliada? Quais os elementos da campanha que foram particularmente eficazes e os que não foram? Os efeitos foram medidos a curto, médio e longo prazo?

(3) Recolher informação sobre os custos e a relação custo-benefício

Os dados obtidos no período prévio devem ser comparados com os que foram recolhidos durante e/ou depois da campanha. Esta comparação permitirá determinar se a campanha alcançou os objectivos primários e secundários previamente definidos.

(2) Processar e analisar os dados da avaliação

Sub-passos a dar

Dependendo da duração da campanha e do tipo de dados a recolher, os seguintes elementos já deverão estar definidos: a. O período no qual decorrerá a campanha, incluindo os tempos de intervalo entre o lançamento da campanha e o início da avaliação. b. O(s) período(s) pós campanha, incluindo o tempo de intervalo entre o fecho da campanha e o começo do primeiro período após a campanha, e, se aplicável, o intervalo entre os dois períodos. Quando os tipos de dados recolhidos são os mesmos durante os três períodos de avaliação, as condições da recolha de dados e as ferramentas deverão também ser idênticas em todas as fases. O relatório final deverá ter um formato normalizado de modo a assegurar que não é omitida informação importante. Para a disseminação dos resultados, o relatório deverá estar disponível na internet, de preferência no website da entidade promotora da campanha ou numa base de dados europeia, como por exemplo, RoadSafetyWeb (www.roadsafetyweb.net).

(1) Características do relatório

(1) Implementar o método de avaliação escolhido para os períodos durante e/ou após a campanha

O relatório final deve apresentar uma avaliação clara e concisa de todos os passos da campanha, incluindo a identificação, definição e/ou justificação, o público-alvo, os objectivos, a estratégia, a avaliação, e as principais conclusões§.

O relatório final fecha o ciclo da campanha, pelo menos temporariamente. Um dos principais objectivos da redacção do relatório final é fornecer informação importante e de retorno, não só para os parceiros envolvidos na campanha, mas também para os patrocinadores, investigadores, e público em geral. É crucial disseminar os resultados da campanha, assegurando que a informação é amplamente distribuída e facilmente acessível. De facto, qualquer melhoria em futuras campanhas depende da existência de relatórios de avaliação detalhados e rigorosos.

De forma a determinar se a campanha lançada foi efectiva, será necessário completar a avaliação da campanha com a comparação das medidas recolhidas antes e depois da campanha. Recomenda-se também que a medição seja feita no decorrer da campanha. A análise dos dados recolhidos nestes momentos mostrar-lhe-ão se a campanha teve alguns resultados e em que dimensões. Independentemente de existirem alguns efeitos, os resultados devem ser redigidos e apresentados às entidades apropriadas. A avaliação tem que ser feita de forma independente e não deve estar sujeita a nenhum tipo de favoritismo ou influência. A comissão de avaliação deve salvaguardar a objectividade da avaliação, apesar de não ser possível garantir a absoluta imparcialidade.

Sub-passos a dar

Passo 6: Redigir o Relatório Final

Passo 5: Completar a Avaliação e Formular as Conclusões CONCLUSÃO

Manual para a Concepção, Execução e Avaliação das Campanhas de Comunicação de Segurança Rodoviária1

INFORMAÇÃO ADICIONAL SOBRE OS INSTRUMENTOS CAST

Modelo de Relatório para Campanhas de Segurança Rodoviária O objectivo do Modelo de relatório é fornecer recomendações para a composição de um relatório normalizado e completa de campanhas de segurança rodoviária. Tal relatório deve apresentar uma perspectiva clara e concisa de todo o processo da campanha e do estudo de avaliação de forma normalizada. Seguindo o formato proposto, passarão a estar internacionalmente disponíveis relatórios mais apropriados, profundos e normalizados.

O instrumento de Avaliação fornece recomendações práticas sobre como conduzir o estudo de avaliação tendo em conta as características específicas de cada campanha de segurança rodoviária. Estas recomendações ajudarão quem estiver responsável pela avaliação de campanhas de segurança rodoviária a tomar decisões correctas sobre os diferentes elementos do estudo de avaliação dos resultados.

Instrumento de Avaliação para Campanhas de Segurança Rodoviária2

O Manual CAST completo (324 páginas) contém uma fundamentação teórica e recomendações detalhadas para a concepção, implementação e avaliação de uma campanha de comunicação em segurança rodoviária, com base na investigação existente e em novos resultados produzidos pelo Project CAST. O Manual é dirigido a investigadores e técnicos, sendo complementado por um instrumento de avaliação e outro de modelo de relatório.

Para atingir o público-alvo e aumentar a probabilidade de alterar o seu comportamento, os profissionais da campanha devem definir cuidadosamente a sua audiência. Definir o público-alvo exige atenção para o detalhe, e pode ser feito por meio da segmentação da audiência. As técnicas de segmentação podem ser baseadas em variáveis demográficas, geográficas, psicográficas, e/ou comportamentais, bem como em modelos teóricos ou características da audiência primária e secundária. Cruzar diferentes critérios de segmentação pode ser útil para obter grande precisão. Os cinco elementos do marketing mix, e da mensagem, devem ser adaptados a cada segmento.

Seleccionar um específico público-alvo

Recomenda-se que as campanhas sejam baseadas numa fundamentação sólida: bases de dados de estatísticas de acidentes rodoviários, infracções, investigação (observações, inquéritos, estudos de mercado, modelos que predizem e explicam mudanças de comportamento). As campanhas também podem ser baseadas em questões emergentes. As estatísticas constituem geralmente a primeira ajuda para definir o tema da campanha, uma vez que proporcionam informação inicial sobre o público-alvo. No entanto, a informação estatística não é suficiente em si. É útil basear a campanha em estudos disponíveis, e/ou realizar estudos adicionais concebidos em torno de modelos teóricos, sempre que a informação não está disponível. Estes estudos específicos podem fornecer informação aprofundada sobre o problema comportamental e respectivos indicadores, enquanto as publicações existentes ajudam a identificar o público-alvo e a segmentá-lo em pequenos grupos.

Basear a campanha em estatísticas e investigação

Com base no material apresentado no “Manual para a concepção, implementação e avaliação de campanha de informação em segurança rodoviária”1, concluímos com as seguintes recomendações gerais:

Este guia passo-a-passo apresenta um conjunto de informação prática para a concepção, implementação e avaliação de campanhas de informação em segurança rodoviária, informação que foi obtida em parte através de entrevistas com profissionais de campanhas e avaliadores dentro e fora da Europa. Foram definidos seis passos que devem ser seguidos quando se desenvolve uma campanha: x Dar início. O primeiro passo envolve a identificação do problema, a análise do contexto organizacional e sócio-económico da segurança rodoviária, a definição do orçamento, incluindo o custo da investigação e da avaliação da campanha, a selecção de parceiros e patrocinadores que podem estar envolvidos no processo da campanha, a elaboração do sumário criativo, e a pesquisa de possíveis contributos de agências exteriores e suas interacções com o promotor da campanha. x Analisar a situação. O segundo passo inclui: (1) a realização de uma análise aprofundada do problema e possíveis soluções baseadas na pesquisa e em iniciativas anteriores, (2) a identificação do público-alvo e a condução da investigação sobre a forma o atingir e influenciar, e (3) a decomposição do objectivo global da campanha em objectivos específicos. x Conceber a campanha e a sua avaliação. Este passo envolve a definição da estratégia da campanha, a concepção do conteúdo e estilo da mensagem, a escolha dos meios e plano dos media, o desenvolvimento da mensagem e dos slogans e respectivo pré-teste, bem como o planeamento e pré-teste do modelo de avaliação da campanha. x Conduzir a avaliação prévia ao período da campanha e implementar a campanha. Este passo inclui a definição da fase prévia da avaliação, a produção dos materiais da campanha, e o lançamento da própria campanha. x Completar a avaliação e formular as conclusões. Este quinto passo envolve a implementação do método escolhido para a avaliação durante e após a campanha, incluindo o controlo de qualidade de cada avaliação, o processamento e a análise dos dados recolhidos, bem como a avaliação da relação custo-eficácia e custo-benefício; isto permitirá aos profissionais retirar conclusões válidas e determinar as limitações da campanha. x Redigir o relatório final, utilizando um modelo de relatório e fazendo uma revisão de toda a informação necessária ao leitor para uma boa compreensão da campanha e dos seus resultados.

www.cast-eu.org

2

Delhomme, P., De Dobbeleer, W., Forward, S., Simões, A., Adamos, G., Areal, A., Chappé, J., Eyssartier, C., Loukopoulos, P., Nathanail, T., Nordbake, S., Peters, H., Phillips, R., Pinto, M., Ranucci, M. -F., Sardi, G. M., Trigoso, J., Vaa, T., Veisten, K., Walter, E. (2009). Manual for Designing, Implementing and Evaluating Road Safety Communication Campaigns. Brussels: IBSR-BIVV. Boulanger, A., Daniels, S., Divjak, M., Goncalves, I., Meng, A., Moan, I., Nathanail, E., Orozova-Bekkevold, I., Schepers, P., Tamis, K., Van den Bossche, F. & Zabukovec, V. (2009). Evaluation tool for road safety campaigns, CAST EU FP6 project. Brussels: BIVV. 3 Boulanger, A., Hels, T., Larsen, L., Meng, A., & Orozova-Bekkevold, I. (2009). Reporting tool for effects of a single campaign, CAST EU FP6 project. Brussels: BIVV. 4 Donovan, R. (1995). Guidelines for creating effective road safety advertising, Canberra: Federal office of road safety. 5 Elliott, B. (1989). Effective Road Safety Campaigns: a practical handbook (Report CR80). Canberra: Department of Transport and communications. 6 OCDE. (1975). Manual on road safety campaigns. Paris: OCDE. 7 Wilde, G.J.S., L’Hoste, J., Sheppard, D., & Wind, G. (1971). Road Safety Campaigns: Calculation and Evaluation. Paris: OCDE. 8 Elliott, B. (1993). Road Safety Mass Media Campaigns: A Meta Analysis. Canberra: Federal Office of Road Safety. 9 Rice, R.E., & Atkin, C.K. (1994). Principles of successful communication campaigns. In J. Bryant & D. Zillmann (Eds.), Media effects: Advances in theory and research (pp. 365-388). Hillsdale, NJ: Lawrence Erlbaum. 10 Truls Vaa (ed), Giannis Adamos, Alain Areal, Karin Ausserer, Patricia Delhomme, Marko Divjak, Werner de Dobbeleer, Sonja Forward, Barbara Krol, Annette Meng, Inger Synnøve Moan, Teti Nathanail, Ross Phillips, Ewald Pohlmeier, Gian Marco Sardi, Paul Schepers, Eva Sedá, Pål Ulleberg, Esther Walter (2008). Effects of Road Safety Campaigns. Deliverable D-1.1. Brussels: IBSR-BIVV. 11 Delhomme, P., Vaa, T., Meyer, T., Harland, G., Goldenbeld, C., Järmark, S., Christie, N., & Rehnova, V. (1999). Evaluated road safety media campaigns: An overview of 265 evaluated campaigns and some metaanalysis on accidents (EC, Deliverable 4. Gadget project. Contract N°: RO-97-SC.2235). Arcueil: INRETS. 12 Witte, K., Cameron, K.A., McKeon, J.K., & Berkowitz, J.M. (1996). Predicting risk behaviors: Development and validation of a diagnostic scale. Journal of Health Communication, 1, 317-341.

1

REFERÊNCIAS

As versões completas destes instrumentos estão disponíveis em PDF no website do Projecto CAST www.cast-eu.org


3.9 - SIPSIVI – Italy

final conference 15 giugno, Sala delle Colonne, Palazzo Marini, Camera dei Deputati – Roma www.sipsivi.org/cast

Disseminazione in atto:

• Costo Totale: 5.3 m€

• 340 Uomo/mese su 36 mesi

• 15 I Paesi Europei partecipanti: BE, CH, CZ, DK, DE, EL, FR, IT, NL, NO, AT, PL, PT, SI, SE

• 19 Istituti compongono il consorzio (leader: IBSR/BE)


Inquadramento generale del progetto “CAST” CAST” (2)

Palermo, 29 maggio 2009

Sardi Gian Marco – SIPSiVi

Progetto Europeo CAST, Campaign and Awareness Raising Strategies in Traffic Safety, per la valutazione dell’efficacia delle campagne in sicurezza stradale

LA SICUREZZA STRADALE: UOMO, VEICOLO, INFRASTRUTTURA. ORGANIZZAZIONE E REGOLAZIONE PER UN SISTEMA COMPLESSO

2° Convegno Nazionale “HOMO MOVENS”

• •

• •

• • • •

Descrizione generale del Progetto CAST Obiettivi del progetto CAST Perché Perché valutare l’l’efficacia di una campagna? Perché Perché redigere il report finale di una campagna? Esempi di risultati di valutazione dell’ dell’efficacia Quali obiettivi per una campagna di sicurezza stradale? In teoria… teoria…ma in pratica? Le campagne di CAST Conclusioni

CONTENUTI

• Rendere possibile per la Commissione Europea (DGTREN) e i Paesi Europei la progettazione, l’implementazione e la valutazione dell’ effetto (isolato) della campagna sugli incidenti stradali e di altri indicatori di performance

• Sviluppare un sistema di valutazione, progettazione ed implementazione specifico per le campagne in sicurezza stradale

Obiettivi Generali di CAST

SPECIFIC TARGETED RESEARCH PROJECT (STREP) Progetti di ricerca con target di riferimento specifico.

TIPOLOGIA DI PROGETTO EUROPEO

Progetto europeo di ricerca per la valutazione dell’efficacia delle campagne di sensibilizzazione nell’ambito della sicurezza stradale.

SETTORE DI INTERVENTO

Inizio progetto: 1 febbraio 2006 Durata: 36 mesi (31 gennaio 2009) Scopo principale: elaborare ed implementare campagne tramite i mass media, valutando il loro (specifico ed isolato) effetto sugli incidenti stradali ed altri indicatori di performance.

Inquadramento generale del progetto “CAST” CAST”

•

•

IBSR/BIVV

INRETS

VTI

IBSR/BIVV

2. Evaluation tool

3. Manual

4. Evaluation

5. Pan-EU campaign

Sviluppo di standard per la stesura di report delle campagne

Criteri di valutazione

Selezione dei metodi di comunicazione per ogni specifico target group

Descrizione delle strategie di informazione e sensibilizzazione

•

Un Manuale per progettare, implementare e valutare le campagne di sicurezza stradale

Risultati:

• •

• •

(pochissimi manuali specifici disponibili…)

Identificazione e selezione del/i target group e delle relative caratteristiche

Tasks

•

(PT)

(BE)

(SE)

(FR)

(BE)

(NO)

(Country)

Progetto CAST – WP3 – Il Manuale

6. DisseminationPRP

TØI

1. Road user model

WP leader

IBSR/BIVV

VTI

INRETS

IBSR/BIVV

TØI

WP leader

(PT)

(BE)

(SE)

(FR)

(BE)

(NO)

(Country)

(John Wanamaker)

che spendo in pubblicità è sprecata; purtroppo però non so quale metà“

“So benissimo che la metà dei soldi

Qualche dubbio: - ma le campagne funzionano davvero? - vale la pena valutarne l’ l’efficacia?

6. DisseminationPRP

5. Pan-EU campaign

4. Evaluation

3. Manual

2. Evaluation tool

1. Road user model

designation

Sei work packages (WP)


designation

Progetto CAST – work packages (WP)


Elementi chiave per la valutazione

Comportamento degli utenti della strada e modelli di comportamento

Effetti delle campagne sul comportamento reale e le ricadute sugli incidenti, sulle strategie per le campagne e le “pratiche migliori”

Workshop su teorie del comportamento e i relativi effetti sulle campagne (“stato dell’arte”)

• •

Modelli per utenti della strada (es. Parametri da osservare e misurare)

Risultati da elaborazioni di Meta-analysis

Risultati

•

•

•

•

Tasks:

• Costi aggiuntivi (che potrei destinare alla campagna stessa) • È complicato (difficoltà nella misurazione degli effetti) • Può mettere in evidenza un insuccesso/fallimento della campagna • Rischio di essere criticato per il mio operato

Perché Perché valutare l’ l’efficacia di una campagna? (contro)

•

•

Progetto CAST – WP1 – Road User Model

- comportamenti autoriportati - valutare l’adeguatezza dei materiali rispetto al target audience - valutare se la campagna ha raggiunto il target audience - monitorare l’implementazione della campagna (e prendere contromisure se necessario) - testare il quadro teorico di riferimento della campagna

Come redigere il report finale di una campagna? - titolo - ringraziamenti - abstract e parole chiave - tavola dei contenuti - sommario esecutivo - background - strategia adottata per la campagna - sistema di valutazione - conclusioni e raccomandazioni principali - allegati - note degli autori

• La valutazione consente di determinare se la campagna ha raggiunto gli obiettivi fissati o meno, ad es. se la campagna ha portato misurabili cambiamenti in termini di: - incidenti/feriti/decessi - comportamento manifesto - conoscenza sui temi della sicurezza stradale - atteggiamenti sui temi della sicurezza stradale - rischio percepito - consapevolezza del rischio

Perché Perché redigere il report finale di una campagna?

- fornire raccomandazioni che possono servire da linee guida per campagne future - fornire informazioni chiare e dettagliate sulla gestione della campagna a sponsor, partner della campagna, decisori pubblici - consente studi di meta-analisi per identificare criteri di efficacia o di sviluppare nuove metodologie (disegni di valutazione, modelli teorici di riferimento ecc.) - renderlo accessibile a tutti (audience, potenziali futuri attori)

Perché Perché valutare l’ l’efficacia di una campagna? (pro 2)


- Enforcement (controlli/repressione): nonostante il 6% di aumento nel numero di alcoltest su strada durante il periodo natalizio è stata registrata una riduzione del 20% del numero di conducenti che è stato trovato oltre il limite legale

- riduzione del numero totale di decessi (anno 2007: 560 deaths – anno 2008: 460) - atteggiamenti: a) percentuale di conducenti che sono “molto d’accordo” nel sostenere che guidare dopo due birre medie è molto pericoloso: anno 2007: 60% - anno 2008: 67% b) percentuale di giovani conducenti maschi che percepiscono “molto probabile” la possibilità di essere fermati se guidano in stato di ebbrezza: anno 2007: 56% - anno 2008: 75%

“THINK!” campaign: campagna inglese di sicurezza stradale

ESEMPIO DI VALUTAZIONE DI UNA CAMPAGNA

- controllare il raggiungimento degli obiettivi prefissati - individuare effetti collaterali (positivi e/o negativi) non previsti - dimostrare l’efficienza della campagna agli sponsor/società (motivazione per future azioni) - per il futuro: beneficiare dagli errori del passato per migliorare gli interventi futuri


(Delhomme et al. 1999)

Estrapolazione di risultati quantitativi (meta-analisi) sull’efficacia delle campagne + altre azioni (riduzione degli incidenti): 1)Campagne senza altre azioni (-4%) 2)Campagne + enforcement (-12,7%) 3)Campagne + enforcement + education (-14,2%) 4)Campagne + enforcement + education + interazione personale con la popolazione (personally directed campaign) (-39,3%)

Conclusioni: una riflessione

- Riduzione del numero e/o gravità degli incidenti stradali - Riduzione del numero delle violazioni al Codice - Riduzione della frequenza di comportamenti pericolosi alla guida - Aumento dell’adozione di comportamenti di sicurezza alla guida

OBIETTIVI principali:

Quali erano gli obiettivi di “THINK!” THINK!” campaign?

BUON LAVORO!

E

Grazie per l’attenzione

OBIETTIVI secondari: - Cambiamento nelle credenze (stereotipi e pregiudizi), atteggiamenti e comportamenti del target audience - Cambiamenti nella percezione del controllo e del rischio nel target audience - Aumento della conoscenza (norma) nel target audience


Ogni anno vengono realizzate numerose campagne di sensibilizzazione sulla sicurezza stradale in tutta Europa. Se ci fermiamo a pensare, facilmente ci verranno in mente numerosi spot sull’argomento. Possiamo quindi ricordare quanto fosse bello, brutto, simpatico, ironico, terrorizzante questo o quello spot relativo alla sicurezza stradale. Ma le domande chiave che dovremmo porci sono: quanto efficace è risultata quella campagna in sicurezza stradale sul target specifico? Quale impatto reale ha generato sulla situazione generale di sicurezza stradale? Numerosi studi con diverse metodologie, dalle sofisticate tecniche di meta analisi sino agli studi empirico/narrativi, sono stati effettuati sull’argomento, ma molte contraddizione sono ancora presenti quando proviamo anche solo a pianificare il sistema di valutazione di una campagna in sicurezza stradale. Un progetto Europeo, co-finanziato dalla Commissione DG TREN (TREN/05/FP6TRS07.59641/019520-CAST), di nome CAST (Campaigns and Awareness-raising Strategies in Traffic Safety) ha terminato tre anni di studio sull’argomento. Il progetto CAST si propone di analizzare i vari aspetti dell’argomento per trovare risposte plausibili alle contraddizioni che ancora permangono nel complesso settore della valutazione dell’efficacia delle campagne, tramite l’identificazione degli elementi chiave che portano una campagna da un potenziale fallimento ad un successo. In questo contributo verranno presentati i principali risultati del progetto CAST.

La necessità di un sistema di valutazione affidabile dell’efficacia delle campagne di sicurezza stradale: il progetto Europeo CAST, risultati principali. Gian Marco Sardi SIPSiVi, Cuneo

A large number of road safety mass media campaigns are carried out in each European Country every year. If we try to think about it, easily some of them will come up to our minds. We can think how good, how bad, how humoristic or how terrifying were the different road safety advertisings. But the key questions we should ask ourselves are: how effective that specific mass media campaign was on the specific target? What was the real impact of the campaign to the general road safety situation? A number of studies with different methodologies, from meta analysis to empirical/narrative, have been carried out on the topic, but many contradictions are still present when we try to plan a mass media campaign evaluation. An European project, co-financed by the DG TREN Commission (TREN/05/FP6TRS07.59641/019520-CAST), named CAST - Campaigns and Awareness-raising Strategies in Traffic Safety – has just ended its three years work on the topic. The CAST Project has tried to analyse and find an answer to the contradictions that still remain in the complex field of road safety mass media campaign evaluation, identifying the key elements that make a campaign a success instead of a failure. In this presentation the CAST main results will be presented.

The need of a reliable evaluation system of effectiveness in road safety mass media campaign: the EU Project CAST, principal results. Gian Marco Sardi SIPSiVi, Cuneo

ABSTRACT

EFPA Congress, Oslo July 2009

Dalla teoria alla pratica: “pit stop campaign” campaign”

L’ Assessore Regionale alla Sicurezza e Polizia Locale Luigi Sergio Ricca

L’Assessorato alla Sicurezza ed alla Polizia Locale, da oltre un trentennio, opera a sostegno della formazione e della qualificazione professionale della Polizia Locale. In tale realtà, da sempre un’attenzione particolare viene data all’educazione stradale, a cui la Polizia Locale si dedica con passione, dedizione ed impegno personale, da parte di molti dei Suoi Operatori. Le due giornate formative in cui si articola il seminario ripercorrono un tracciato già consolidato e sperimentato, nell’ambito del quale la Regione Piemonte promuove costanti iniziative per l’educazione e la sicurezza stradale. Ricordiamo, al riguardo, tra tutte le campagne annuali, il Piano Regionale per la Sicurezza Stradale, i materiali didattici e divulgativi. L’attenzione e la cooperazione dell’Assessorato alla Polizia Locale verso queste iniziative è sempre stata e continuerà ad essere alta, nella convinzione che su un terreno così difficile è fondamentale creare delle sinergie ed unire gli sforzi. Non è infatti semplice contrastare le cattive abitudini degli utenti della strada, primi fra tutti gli automobilisti. Ed anche sulla base dei risultati conseguiti attraverso la realizzazione delle sopra menzionate iniziative che acquista sempre maggior significato l’impegno di chi prende parte all’iniziativa formativa e che svolge od è interessato a svolgere interventi di educazione stradale; ciò, nella speranza che le giovani generazioni, futuri utilizzatori a pieno titolo di tutte le possibilità di mobilità sulla strada, siano più consapevoli dei rischi della strada e quindi adottino comportamenti più responsabili. Auguro quindi a tutti i partecipanti un buon apprendimento, con l’auspicio che le tante esperienze che i relatori riporteranno fungano da stimolo alla diffusione ed alla moltiplicazione di altre esperienze: esperienze, queste, che possano sempre più contribuire alla crescita, anche in qualità, di questo impegno della Polizia Locale, anche sviluppando le “buone pratiche”.

ore 14.00 - 15.00 La conduzione di un gruppo Efficacia nella gestione del gruppo e nella comunicazione educativa Lucia Lisa discute con: Laura Tosoni, Comando Polizia Municipale Vercelli Gli incontri nella scuola dell’infanzia Natascia Cenni, Comando Polizia Municipale Garzigliana Relazionarsi con i bambini della scuola primaria Danilo Cristiano, Comando Polizia Municipale Chieri I gruppi-classe nella scuola secondaria ore 15.00 - 15.30 L’esperienza della Polizia Locale piemontese dal 2000 ad oggi: dai gruppi di formazione al materiale didattico per gli Operatori di Polizia Locale Dott.ssa Lucia Lisa, psicologa psicoterapeuta, S.I.P.Si.Vi. ore 15.30 - 15.45 pausa ore 15.45 - 16.15 Come è organizzata la scuola Prof. Antonio Iannò, Coordinatore Ufficio Educazione Fisica Novara ore 16.15 - 17.15 Problematiche organizzative e coinvolgimento delle famiglie Dott. Paolo Cortese, Comandante Corpo Polizia Municipale Novara ore 17.15 - 18.00 Dibattito e conclusioni a cura del Dott. Stefano Bellezza, Dirigente Regionale Sicurezza e Settore Polizia Locale

MODULO DUE: POLIZIA LOCALE E INTERVENTO NELLE SCUOLE

ore 16.45 - 17.45 Conclusioni a cura del Dott. Stefano Bellezza, Dirigente Regionale Settore Sicurezza e Polizia Locale

ore 16.15 - 16.45 Le attività del CMRSS della Regione Piemonte per la costruzione di conoscenze sull'incidentalità in Piemonte Dott.ssa Silvia Tarditi, Centro Regionale di Monitoraggio sulla Sicurezza Stradale

ore 15.15 - 16.15 L’esperienza di educazione stradale dei Corpi di Polizia Municipale di: Daniela Fazzi, Comando Polizia Municipale Nichelino Graziano Barigione, Comando Polizia Municipale Tortona Armando Imondi, Comando Polizia Municipale Galliate Giampiero Mina, Comando Polizia Municipale Grugliasco

ore 14.00 - 15.15 Polizia Municipale e Scuola: un dialogo in corso Massimo Beretta, Comando P.M. Novara e Giuseppina De Vito, Scuola primaria IV° Circolo di Novara Mauro Rivoir, Comando P.M. Bricherasio e Ornella Buffa, Istituto Comprensivo di Bricherasio Gabriella Cagno, Comando P.M. Asti e Lavinia Saracco, Istituto Giobert di Asti

MODULO QUATTRO: ESPERIENZE A CONFRONTO

ore 13.00 - 14.00 sospensione lavori

ore 12.45 - 13.00 Dibattito

ore 12.15 - 12.45 Infrastruttura e comportamenti stradali Ing. Mario Villa, Politecnico di Torino

ore 11.30 - 12.15 Dai materiali didattici alle aule scolastiche Luciano Marescotti, Comando Polizia Municipale Valenza Maria Luisa Gagliardi, Comando Polizia Municipale Mombercelli Giorgio Martoccia, Comando Polizia Municipale Verbania

ore 11.15 - 11.30 pausa

ore 10.45 - 11.15 Giovani e sicurezza stradale: dati statistici e interventi preventivi Dott.ssa Eleonora Vairano, Direttore ACI Novara

ore 9.45 - 10.45 Un modello psicologico generale per l’educazione stradale Dott. Francesco Padovani, psicologo psicoterapeuta, S.I.P.Si.Vi.

ore 9.30 - 9.45 Introduzione Luigi Sergio Ricca, Assessore Regionale Sicurezza e Polizia Locale

MODULO TRE: METODOLOGIA DELL’EDUCAZIONE STRADALE

ore 9.00 - 9,30 Rilevazione presenze

ore 9.00 - 9.30 Registrazione dei partecipanti

MODULO UNO: POLIZIA LOCALE ED INTERVENTI DI EDUCAZIONE, INFORMAZIONE, CONTROLLO SU STRADA ore 9.30 - 10.30 Apertura dei lavori “Formarsi per formare”: perché? Dott. Stefano Bellezza, Dirigente Regionale Settore Sicurezza e Polizia Locale Dott. Paolo Cortese, Comandante Comando Polizia Municipale Novara ore 10.30 - 11.00 L’impegno della Polizia Locale nell’educazione alla sicurezza stradale Dott. Alberto Ceste, Funzionario Regionale Settore Polizia Locale ore 11.00 - 11.30 Il Coordinamento Regionale Educazione alla Sicurezza Stradale, C.R.E.S.S. Prof. Antonio Dispenza, Ufficio Scolastico Regionale ore 11.30 - 11.45 pausa ore 11.45 - 12.15 L’impegno della Polizia Locale nelle campagne di informazione e di controllo su strada Dott. Stefano Bellezza, Dirigente Regionale Settore Sicurezza e Polizia Locale ore 12.15 - 12.45 La ricerca europea CAST, Campaigns and Awareness-raising Strategies in Traffic Safety, per la valutazione dell’efficacia delle campagne Dott. Gian Marco Sardi, psicologo ricercatore, S.I.P.Si.Vi. ore 12.45 - 13.00 Dibattito ore 13.00 - 14.00 sospensione lavori

SECONDA GIORNATA, 5 marzo 2009

PRIMA GIORNATA, 26 febbraio 2009

seminario base LO SVILUPPO DI COMPORTAMENTI PER LA SICUREZZA SULLE STRADE URBANE

Ogni anno vengono realizzate numerose campagne di sensibilizzazione sulla sicurezza stradale in tutta Europa. Se ci fermiamo a pensare, facilmente ci verranno in mente numerosi spot sull’argomento. Possiamo quindi ricordare quanto fosse bello, brutto, simpatico, ironico, terrorizzante questo o quello spot relativo alla sicurezza stradale. Ma le domande chiave che dovremmo porci sono: quanto efficace è risultata quella campagna in sicurezza stradale sul target specifico? Quale impatto reale ha generato sulla situazione generale di sicurezza stradale? Numerosi studi con diverse metodologie, dalle sofisticate tecniche di meta analisi sino agli studi empirico/narrativi, sono stati effettuati sull’argomento, ma molte contraddizione sono ancora presenti quando proviamo anche solo a pianificare il sistema di valutazione di una campagna in sicurezza stradale. Un progetto Europeo, co-finanziato dalla Commissione DG TREN (TREN/05/FP6TRS07.59641/019520-CAST), di nome CAST (Campaigns and Awareness-raising Strategies in Traffic Safety) è attualmente in corso. Il progetto CAST si propone di analizzare i vari aspetti dell’argomento per trovare risposte plausibili alle contraddizioni che ancora permangono nel complesso settore della valutazione dell’efficacia delle campagne, tramite l’identificazione degli elementi chiave che portano una campagna da un potenziale fallimento ad un successo.

La necessità di un sistema di valutazione affidabile dell’efficacia delle campagne di sicurezza stradale: il progetto Europeo CAST Gian Marco Sardi SIPSiVi, Cuneo

A large number of road safety campaigns are carried out in each European Country every year. If we try to think about it, easily some of them will come up to our minds. We can think how good, how bad, how humoristic or how terrifying were the different road safety advertisings. But the key questions we should ask ourselves are: how effective that specific mass media campaign was on the specific target? What was the real impact of the campaign to the general road safety situation? A number of studies with different methodologies, from meta analysis to empirical/narrative, have been carried out on the topic, but many contradictions are still present when we try to plan a mass media campaign evaluation. An European project, co-financed by the DG TREN Commission (TREN/05/FP6TRS07.59641/019520-CAST), named CAST - Campaigns and Awareness-raising Strategies in Traffic Safety - is now in progress. The CAST Project is trying to analyse and find an answer to the contradictions that still remain in the complex field of road safety mass media campaign evaluation, identifying the key elements that make a campaign a success instead of a failure.

The need of a reliable evaluation system of effectiveness in road safety mass media campaign: the EU Project CAST Gian Marco Sardi SIPSiVi, Cuneo

EFPA Congress – Prague, July 2007 Abstract

2. SEMINARI DI APPROFONDIMENTO da definirsi nel 2009 Prevedono la suddivisione dei partecipanti in gruppi di lavoro (circa 20 partecipanti per gruppo), individuati in base all’ordine di scuola interessato, per un totale di 12 ore per ciascun seminario: gruppo a: interventi per la scuola dell’infanzia gruppo b: interventi per la scuola primaria gruppo c: interventi per la scuola secondaria di primo grado gruppo d: interventi per la scuola secondaria di secondo grado

Non potranno partecipare gli Operatori di Polizia Municipale che hanno già frequentato il seminario base nei precedenti anni formativi.

La partecipazione è indispensabile per proseguire nell’iter formativo, che prevede i seminari di approfondimento; al termine delle due giornate viene rilasciato un attestato di presenza.

Il gruppo di partecipanti può essere anche numeroso (per un numero massimo, comunque, di centocinquanta Operatori di Polizia Locale), in quanto la metodologia didattica si concentra soprattutto sulla lezione frontale, con analisi e discussione di materiali video-proiettati.

1. SEMINARIO DI BASE - Novara, 26 febbraio / 5 marzo 2009 E’ composto da due giornate formative, ciascuna con una durata di sette ore suddivise in quattro moduli didattici.

Organizzazione degli incontri formativi Il progetto formativo è stato elaborato da un gruppo di studio composto da funzionari e dirigenti della Polizia Locale e da psicologi con specifica formazione nel settore.

Segreteria scientifica: Dott. Stefano Bellezza Dott. Alberto Ceste Dott.ssa Lucia Lisa

Pietro Paolo Tarasco Acquerello 2009

Invito

Prefettura di Matera

ASSESSORATO SICUREZZA E POLIZIA LOCALE

Comune di Matera

Parcheggio cortile Caserma Passalacqua Viale FERRUCCI - Novara

giovedì 26 febbraio 2009 e 5 marzo 2009 Liceo Classico “Carlo Alberto” Baluardo Lamarmora 8/b - NOVARA

LO SVILUPPO DI COMPORTAMENTI PER LA SICUREZZA SULLE STRADE URBANE Percorso formativo base, propedeutico ai seminari di approfondimento, rivolto esclusivamente agli Operatori di Polizia Municipale che realizzano interventi di educazione stradale nelle scuole.

SEMINARIO BASE

ANNO FORMATIVO 2009

Quinta edizione

POLIZIA MUNICIPALE ED EDUCAZIONE ALLA SICUREZZA STRADALE NELLE SCUOLE

in collaborazione con S.I.P.Si.Vi. Società Italiana di Psicologia della Sicurezza Viaria e CORPO POLIZIA MUNICIPALE DI NOVARA

Provincia di Matera

Convegno sulla Sicurezza Stradale “Educazione alla mobilità stradale, strategie di prevenzione e supporto alle vittime” Sala Carlo Levi- Palazzo Lanfranchi Matera-Sabato 10 Ottobre 2009 - 09:00

Segreteria organizzativa: REGIONE PIEMONTE Settore Sicurezza e Polizia Locale Corso Stati Uniti, 1 - 10121 Torino tel. 011 4323089 - fax 011 4323492 [email protected]

Segreteria Organizzativa Compartimento Polizia Stradale per la Basilicata Potenza 330-356292

Palazzo Lanfranchi - Matera

Polizia di Stato Questura di Matera Compartimento Polizia Stradale per la Basilicata

tipolitomartini.com

Convegno sulla Sicurezza Stradale

Lucia Lisa, psicologa,psicoterapeuta, Presidente S.I.P.Si.Vi., Società Italiana di Psicologia della Sicurezza Viaria “PER UNA MOBILITA’ SICURA E SOSTENIBILE: EDUCAZIONE,CAMPAGNE ED ENFORCEMENT” (CAST, Campaigns and Awareness-raising Strategies in Traffic Safety)

Glauco Ceccarelli, professore associato di Storia della psicologia Università degli Studi di Urbino - “Carlo Bo” “PSICOLOGIA E TRAFFICO: I PRIMI STUDI IN ITALIA”

Relatori:

Intervento del Dr. Carmelo Gugliotta Questore di Matera

Dr.Giovanni Francesco Monteleone Prefetto di Matera Franco Stella Presidente Provincia di Matera Avv.to Emilio Nicola Buccico Sindaco di Matera

Saluto delle autorità

Ore 09:00 Apertura del Lavori

PROGRAMMA

“Educazione alla mobilità stradale, strategie di prevenzione e supporto alle vittime”

Ore 13:00 Conclusione dei lavori

Coordina Andrea Spinello Dirigente Compartimento Polizia Stradale per la Basilicata

Serafino Rizzo, medico CO di Basilicata Soccorso 118 “LA CULTURA SANITARIA NEL TRAUMA DELLA STRADA, TRA PREVENZIONE E SOCCORSO”

Libero Mileti, direttore di Basilicata Soccorso 118 “LE STRATEGIE DI PREVENZIONE E SOCCORSO NELLA GESTIONE DEI GRANDI ESODI”

Pierangelo Sardi, psicologo, psicoterapeuta, Consigliere CNEL, Consiglio nazionale dell’economia del lavoro - Presidente CEPLIS Conseil Européen des Profesions Libérales “RESPONSABILIZZARE IL CONDUCENTE”

Mauro Maldonato, psichiatra,professore di Psicologia generale Università degli Studi della Basilicata “PSICOLOGIA DELLA COMUNICAZIONE E SICUREZZA STRADALE”

Presentazione del “Protocollo CNOP- Autoscuole” e programmi di collaborazione con l’Ordine Il ruolo dello psicologo del traffico e della sicurezza nella prospettiva del “Protocollo”

Contemporaneamente abbiamo deciso di rendere più completo il programma originario, con l’offerta, nel pomeriggio del 1 luglio, di uno specifico modulo di approfondimento sul tema del “Protocollo” e delle “Linee Guida” con interventi preordinati dei rappresentanti - del Consiglio Nazionale dell’Ordine degli Psicologi (nella persona del dott. Giardina, Presidente dell’Ordine della Sicilia e Segretario del CNOP, che illustrerà le Linee Guida in tema di interventi formativi in psicologia del Traffico, appena deliberate dal CNOP) - della Confederazione Autoscuole Confedertaai, nella persona del Vicepresidente Cozza, - e del Consorzio Guida Difensiva, nella persona del Presidente dott. Leonardo Indiveri, che illustreranno il “Protocollo” e le prospettive di collaborazione con l’Ordine e gli Psicologi. Concluderà il la giornata una Tavola rotonda fra tutti i relatori, che affronteranno criticamente il tema: “Prospettive professionali, progetti di intervento, buone prassi in materia di psicologia del traffico” discutendone con i Partecipanti.

vi informiamo che per imprevisti motivi personali del Docente la seconda parte del corso ovvero la mezza giornata del 28 maggio - è stata spostata a martedì 1 luglio 2008.

Gentili Colleghi Iscritti,

Lo Psicologo del traffico per la sicurezza e per una mobilità sostenibile

Comunicazione ai Colleghi Iscritti al Corso

16,30-17 Tavola rotonda fra i Relatori: “Prospettive professionali, progetti di intervento, buone prassi in materia di psicologia del traffico”. Discussione con i Partecipanti

- Presentazione delle “Linee Guida” emanate dal CNOP in materia di psicologia del traffico e formazione alla sicurezza nella mobilità.

Ore 15,30 -16,30 dott Fulvio Giardina (Segretario Consiglio Nazionale Ordine Psicologi)

-

-

Ore 14,30 – 15,30 dott. Leonardo Indiveri, Consorzio Guida Difensiva dott. Sergio Cozza, Confertaai Autoscuole

Pomeriggio ore 14,30-17

Modulo pomeridiano libero di Approfondimento: interventi preordinati

------------------------------------------------------------------------------------------------------------------------

REG. N. 4974

- prof. Giovanni Cavadi, (Università Milano Bicocca) - dott. Gian Marco Sardi, dott.ssa Lucia Lisa (Società Italiana di Psicologia della Sicurezza Viaria - dott. Giovanbattista Tiengo (Consulta Nazionale per la Sicurezza Stradale)

Dott.ssa Letizia Serra Responsabile del Corso per Formaupi.

Alleghiamo il programma aggiornato del Corso e del modulo aggiuntivo pomeridiano al quale vi consigliamo vivamentedi partecipare, data l’importanza ed il ruolo dei relatori. Abbiamo in sintesi cercato di ovviare al disagio di uno spostamento necessario di data, con l’offerta di un’ulteriore mezza giornata di interventi dei “protagonisti”, per una formazione il più possibile completa ed esaustiva. Con i più cordiali saluti

- La percezione della segnaletica stradale - Segnaletica stradale, riconoscimento, processo decisionale - Velocità e sicurezza - Breve rassegna di ricerche psicologiche: segnaletica, velocità e sicurezza

- Breve introduzione alla psicologia del traffico in Italia - Il codice della strada e la psicologia della sicurezza stradale - Abilità cognitive necessarie per una guida sicura - Tempi di reazione, tempi di decisione - Sicurezza attiva e passiva

Introduzione alla psicologia del traffico e fondamenti teorici

9,40 -13,10 Docente prof. G. Cavadi (Università Milano Bicocca)

ore 9,30 dott.ssa Letizia Serra (Direttivo nazionale AUPI, Tesoriere Ordine Psicologi Piemonte) Apertura e presentazione del corso

27 maggio 2008

Docenti:

27 maggio 2008, ore 9,30-13,10 14-17,30 1 luglio 2008 ore 9,30 -13

Torino, via San Quintino, 44 Sede dell’Ordine degli Psicologi

Lo Psicologo del traffico per la sicurezza e per una mobilità sostenibile

Corso di formazione

Associazione Unitaria Psicologi Italiani

Società Scientifica

Form – AUPI


Prague, EFPA Congress - July the 6th 2007

Dr. Gian Marco Sardi – Italy

Campaigns and Awareness-raising Strategies in Traffic safety

CAST

Ore 12,45-13 Questionario di apprendimento e chiusura corso

- La Psicologia del Traffico: la situazione Italiana nel contesto - Europeo e le prospettive professionali - Modelli di intervento in ambito preventivo ed educativo - Prospettive di collaborazione e protocolli di intesa fra psicologi ed altri soggetti attivi nel settore del traffico e della mobilità - Il “Progetto Ruote Sicure” in Italia per una Psicologia di iniziativa - Prospettive, sinergie, spazi applicativi per il Piemonte

Psicologia del Traffico e prospettive professionali: il Progetto “Ruote Sicure”

Docente: dott. Giovanbattista Tiengo (Consulta Nazionale per la Sicurezza Stradale)

1/07/08 ore 9,30-12.45

- Psicologi e prevenzione del rischio stradale/orientamento alla mobilità sostenibile nella scuola (Progetto "Ragazzi in circolazione", Provincia di Torino)

- La misurazione dell’efficacia delle campagne in sicurezza stradale (CAST, Campaign and Awareness raising Strategies in Traffic safety)

- La valutazione dell’efficacia delle misure in sicurezza stradale (SUPREME, Summary and Publication of best practices in road safety in the Member States)

- Sostanze psicoattive e impairment alla guida (DRUID, DRiving Under the Influence of Drugs, alcohol and medicines)

Progetti finanziati dalla European Commission, Directorate-General Transport and Energy:

La progettazione degli interventi e la verifica dell’efficacia

Docenti: dott. Gian Marco Sardi, dott.ssa Lucia Lisa (S.I.P.Si.Vi., Società Italiana di Psicologia della Sicurezza Viaria)

ore 14-17,30

- Lo psicologo e la Commissione medica locale per le patenti di guida - Responsabilità legali dello psicologo certificatore l’idoneità alla guida

- Alcool, droghe e guida

• To enable the Commission and/or Countries to design and implement such campaigns and to evaluate their (isolated) effect on traffic accidents and other road safety performance indicators.

• To develop an evaluation tool and a design tool for road safety mass media campaigns (i.e. any road safety campaign, not just campaigns against drink-driving)

Aims:

“CAST”

• EUCHIRES (seat belts & child restraint systems)

• Red Cross (3 campaigns so far. Targets: children & teen-agers)

• NESA (“nuit européenne sans accident”): an action to make young drivers aware of the influence of alcohol (and drugs) on driving and to help them to become responsible drivers; 7 Member States involved in 2004 (BE, EE, ES, FR, LU, NL, PL), 3 more in 2005, etc.

• EuroBOB (designated driver, since 2002): 13 Member States now involved (BE, CZ, DK, EL, ES, FR, IE, IT, MT, NL, PL, PT, UK)

Road safety campaigns are recognised as a relatively economic means of influencing a major fraction of drivers towards a better behaviour.

Background: the EU support to campaigns

VTI IBSR/BIVV

4. Evaluation 5. Pan-EU campaign 6. DisseminationPRP

INRETS

IBSR/BIVV

2. Evaluation tool 3. Manual

TØI

WP leader

1. Road user model

designation


(PT)

(BE)

(SE)

(FR)

(BE)

(NO)

(Country)


(enforcement, campaign, etc.)?

• How to isolate the impact of various inputs

part of an integrated campaign (e.g. stronger enforcement).

• A mass media campaign is most of the time a

• But: how effective are the campaigns???

well accepted and have a good notoriety; road users recognise that drink driving is a major problem

• Positive outcome: campaigns are well perceived,

drink-driving are evaluated.

• In some Countries, the campaigns against


6. DisseminationPRP

5. Pan-EU campaign

4. Evaluation

3. Manual

2. Evaluation tool

1. Road user model

designation

IBSR/BIVV

VTI

INRETS

IBSR/BIVV

TØI

WP leader


(PT)

(BE)

(SE)

(FR)

(BE)

(NO)

(Country)


• EU grant: 3.2 m€

• Total cost: 5.3 m€

• 340 man-months over 36 months

• 15 participating Countries: BE, CH, CZ, DK, DE, EL, FR, IT, NL, NO, AT, PL, PT, SI, SE

• 19 Institutes in the consortium (leader: IBSR/BIVV, BE)


The “CAST” RTD project (2006-2008)


and relevant findings to validate the evaluation tools of WP2 (i.e. setting up of an evaluation tool)

• Results of the evaluation of the campaign

• Output:

• Selection of a campaign • Assessment • Analysing the data

• Tasks

“CAST” WP4 (evaluation)

and measured)

• Road user model (i.e. parameters that should be observed

journal)

• Results of meta-analysis (to be published in a scientific

• Outputs

• Road user behaviour and behaviour models • Key elements for evaluation

strategies and “best practices”

• Effects of campaigns on behaviour and accidents, campaign

campaigns (“state of the art”)

• Pan European road safety campaign

• Output:

communication agencies and by the project partners themselves)

• Implementation (specialized advertising,

campaign (theme, objective, strategy, target group, running period, media plan)

• Elaboration of the elements leading to a

WP3 (manual)

• Using and testing the design tool developed in

• Tasks:

“CAST” WP5 (pan-EU campaign)

• Typology of evaluation methods • Comparison of research designs • Evaluation tool for a single campaign • Checklist for reporting effects of single campaigns

• Outputs:

campaign in a standardized way

• Constructing a tool for reporting effects of a single

• Listing a typology of evaluation methods; • Overview and comparison of research designs; • Elaboration of a best practice manual

campaign

• Constructing a tool for the evaluation of a single road safety

• Tasks:

• Tasks:

• Workshop on theories of behaviour and effects of

“CAST” WP2 (evaluation tool)

“CAST” WP1 (road user model)

• 3 Workshops (SE, PL, EL) • Conference (Brussels) • 3 newsletters • Web site • Publications in scientific journals

• Outputs:

findings of all WPs - in particular, the manual (WP3) and the evaluation tool (WP2)

• Presenting and distributing the reports and

• Tasks

“CAST” WP6 (dissemination)

campaigns

• Manual to design and implement road safety mass media

• Output:

• Description of information and public awareness strategies • Selection of communication methods for each target-group • Criteria for evaluation • Development of standards for reporting campaigns

identification of its characteristics

• Identification and selection of the target group(s) and

• Tasks

(very few manual exist…)

“CAST” WP3 (manual)

Una campagna, per essere efficace, deve mirare al difficile obiettivo di CAMBIARE il modo di comportarsi delle persone.

Le campagne sociali, però, competono con le altre campagne commerciali per ottenere l’attenzione nei mass media. Come rompere la barriera della noia (“l’ho già sentito”) ed eliminare la confusione?

L’ introduzione di modifiche al sistema sanzionatorio comporta a volte la sovrapposizione di norme che, per la loro difficoltà di interpretazione, possono addirittura influenzare negativamente i comportamenti dei cittadini. Non sempre le condotte stradali scorrette sono attribuibili al cosiddetto “piacere della trasgressione” quanto piuttosto alla carenza di informazioni sulla normativa specifica e soprattutto alla sottovalutazione dei pericoli causati dal traffico motorizzato, a cui spesso si risponde attivando meccanismi di assuefazione.

Quando l’adeguamento della normativa è affiancato da una puntuale e dettagliata trasmissione delle informazioni, il cittadino si trova nelle condizioni di conoscere e comprendere appieno i riferimenti basilari per la propria e altrui sicurezza.

Come risaputo, il codice della strada viene aggiornato con una certa frequenza, di solito allo scopo di attualizzare le norme in base alle direttive dell’Unione Europea, oltre all’intento di aumentare la sicurezza sulle strade attraverso l’inseverimento delle pene.

Una campagna per la sicurezza stradale risulta cruciale nel supporto ad altre misure quali -ad esempio- l’applicazione della normativa di riferimento, oppure la proposta di cambiamenti nello stile di mobilità quotidiano.

Conclusa la ricerca europea, in ogni Paese partner del progetto CAST vengono organizzati eventi mirati a diffondere i risultati tra decision makers, amministratori locali, esponenti politici, dirigenti delle amministrazioni pubbliche, operatori della comunicazione, ricercatori universitari, aziende del settore trasporti e mobilità.

Il progetto Europeo CAST, co-finanziato dalla Commissione DG TREN (TREN/05/FP6TRS07.59641/019520-CAST) ha terminato tre anni di studio sull’argomento, analizzando i vari aspetti per trovare risposte plausibili agli interrogativi riguardanti la valutazione dell’efficacia delle campagne, tramite l’identificazione degli elementi chiave che portano una campagna da un potenziale fallimento ad un successo riconosciuto.

Sull’argomento sono stati effettuati numerosi studi con diverse metodologie, da sofisticate tecniche di meta analisi sino a studi empirico/narrativi, ma molte contraddizioni sono ancora presenti quando proviamo anche solo a pianificare il sistema di valutazione di una campagna per la sicurezza stradale.

Come tecnici siamo chiamati a riflettere su alcune domande chiave: quella determinata campagna per la sicurezza stradale … … quanto è risultata efficace sul target specifico? … quale reale impatto ha generato sulla situazione complessiva della sicurezza stradale? … quali condizioni potrebbero aumentarne l’efficacia?

I Governi nazionali e le Autorità locali investono ingenti risorse economiche e sforzi istituzionali per influenzare i comportamenti rischiosi dei conducenti, spesso attraverso campagne mediatiche che risultano essere uno fra i più abituali mezzi di persuasione degli utenti della strada.

campaigns. campaigns

• Contribute to increasing the efficiency of road safety

and finally,

evaluating campaigns;

• provide a manual for designing, developing and

evaluation tool + a checklist to standardize reporting methods,

• provide a methodologically sound and robust

parameters that should be observed and measured,

• elaborate and describe a road user manual i.e.

research) and experience,

• build on existing knowledge (methodological

In a nutshell: “CAST” will…

ore 9.00 - Registrazione partecipanti

PROGRAMMA

Nella seconda sessione, esperti italiani si confrontano sul tema dell’efficacia delle campagne partendo ciascuno dall’ottica del proprio settore di intervento: la comunicazione scientifica la comunicazione istituzionale la divulgazione.

Se la matrice europea identifica nella politica delle “TRE E” Engineerig, Education, Enforcement la costruzione di un sistema efficace per il consolidamento degli atteggiamenti orientati alla sicurezza stradale, quanto nel nostro Paese riusciamo a lavorare in modo sinergico, accompagnando ogni cittadino di ogni fascia di età in ogni ruolo rivestito come utente della strada?

Nella prima sessione, gli esperti europei descrivono i passaggi teorici fondamentali che costituiscono le basi per l’impianto di una campagna efficace: - le teorie psicologiche spiegano i modelli comportamentali degli utenti della strada e indicano i corretti passaggi per ottenere una modifica comportamentale - la psicologia economica fornisce un contributo per interpretare il valore della prevenzione nell'infortunistica stradale - il marketing sociale declina le principali strategie orientate al successo di una campagna - le procedure di valutazione dell’efficacia valorizzano il rapporto costi/benefici, attraverso la misurazione del risultato ottenuto rispetto alle risorse impiegate.

Gli interventi della giornata del 15 giugno seguono un preciso ordine per illustrare i meccanismi psicologici implicati nel percorso di progettazione ed attuazione di una campagna per la sicurezza stradale.

Il fattore principale che determina il successo di una campagna viene individuato nell’articolazione delle azioni ad essa associate.

Una campagna di sicurezza stradale generalmente si pone l’obiettivo esplicito di contribuire alla riduzione della frequenza e/o della gravità degli incidenti stradali, attraverso: - la trasmissione di informazioni precise e corrette circa le disposizioni della normativa; - l’aumento della conoscenza riguardante i comportamenti rischiosi e quelli sicuri; - l’attenzione alla modifica degli atteggiamenti rischiosi e/o il mantenimento di atteggiamenti adeguati verso il rischio stradale; - l’attenzione alla modifica di comportamenti rischiosi e/o il consolidamento di un comportamento sicuro.

Secondo alcuni esperti, la forza delle campagne di sicurezza stradale sta nella ripetizione, perché gli utenti della strada hanno bisogno di ricordare le regole basilari, perché ogni anno il target group è composto da nuovi arrivati, perché le situazioni stradali e le regole cambiano frequentemente. L’educazione è un processo permanente che dura per tutta la vita.

Quale approccio risulta migliore: quello che drammatizza le conseguenze? Quello che propone cambiamenti comportamentali semplici e graduali?

Thank you for your attention…

ore 14.00 - 17.00

COMUNICARE LA SICUREZZA STRADALE

ore 13.00 – 14.00 Buffet

ore 12,30 Discussione

ore 12,10 Come sapere se la vostra campagna sarà efficace? I criteri per la valutazione Divera Twisk, Researcher, traffic psychologist, CAST Quality Assurance officer SWOV, the Netherlands

ore 11,50 Perché investire su queste campagne di prevenzione? Applicazioni della psicologia economica alla sicurezza stradale Luigi Ferrari, Facoltà di Psicologia, Università Bicocca Milano S.I.P.Si.Vi., Italy

ore 11,30 Effetti delle campagne sulla sicurezza stradale Werner De Dobeleer, Researcher, traffic psychologist, CAST Autor of WP3 Manual BIVV, Belgium

ore 11.10 – break

ore 10.50 - Salute, sicurezza, comunicazione e behavior-change Dario Romano, Facoltà di Psicologia, Università Bicocca Milano S.I.P.Si.Vi., Italy

ore 10.30 - Come contrastare i comportamenti stradali pericolosi? Implicazioni per le campagne di sicurezza stradale Ankatrien Boulanger, Researcher, CAST Project Coordinator BIVV, Belgium

ore 10 - Introduzione ai lavori

coordina: Alberto Custodero, giornalista de La Repubblica

QUADRO TEORICO DI RIFERIMENTO

ore 9.30 - Saluto delle Autorità

Ogni anno, in tutta Europa, vengono realizzate numerose campagne di sensibilizzazione sulla sicurezza stradale.

(Rice et Atkin, 1994; Delhomme, 2006)

Le campagne mediatiche per la sicurezza stradale mirano a informare, persuadere o motivare alcune modifiche negli atteggiamenti e/o nei comportamenti presso un target group relativamente ben definito, che può essere più o meno ampio, per vantaggi non commerciali sia per le persone sia per la società nel suo insieme.

Nel Libro Bianco sulle politiche dei Trasporti a livello Europeo, pubblicato nel 2001, la Commissione Europea ha fissato un ambizioso obiettivo strategico: la riduzione del 50% dei decessi dovuti ad incidenti stradali entro il 2010. La realizzazione di campagne per la sicurezza stradale è uno degli strumenti chiave per raggiungere questo obiettivo.

lunedì 15 giugno 2009 ore 9.00 – 17.00 Sala delle Colonne, Palazzo Marini Via Poli, 19 - Roma

LA VALUTAZIONE DELL’EFFICACIA DELLE CAMPAGNE PER LA SICUREZZA STRADALE

CAST Campaigns and Awareness-raising Strategies in Traffic Safety

con il patrocinio di: Camera dei Deputati Ministero delle Infrastrutture e dei Trasporti Ministro della Gioventù

• •

• •

• • • •

Descrizione generale del Progetto CAST Obiettivi del progetto CAST Perché Perché valutare l’l’efficacia di una campagna? Perché Perché redigere il report finale di una campagna? Esempi di risultati di valutazione dell’ dell’efficacia Quali obiettivi per una campagna di sicurezza stradale? In teoria… teoria…ma in pratica? Le campagne di CAST Conclusioni

CONTENUTI

ISCRIZIONE La partecipazione è gratuita; il numero di posti è limitato alla capienza della sala.

ore 17.30 CONCLUSIONI

ore 17 Discussione

Sicurezza stradale, bambini, mass media Ernesto Caffo, Telefono Azzurro

Sicurezza stradale e ruoli femminili Giornalista settimanale femminile

L’informazione ai cittadini utenti Luca Pascotto, Direzione Studi e Ricerche, ACI

LA DIVULGAZIONE

Riflessioni e contributi dalla Polizia Locale Stefano Bellezza, Dirigente Settore Sicurezza e Polizia Locale, Regione Piemonte

Evoluzione nelle tecniche di comunicazione sociale Emanuela Bergamini Vezzali, Presidente Osservatorio per l’Educazione Stradale e la Sicurezza Regione Emilia Romagna

Le campagne del Ministero Infrastrutture e Trasporti Sergio Dondolini, Direzione Generale per la Sicurezza Stradale Ministero Infrastrutture e Trasporti, Roma

LA COMUNICAZIONE ISTITUZIONALE

Sicurezza oggettiva e sicurezza soggettiva Gian Marco Sardi, Ricercatore in traffic psychology, CAST Autor of WP3 Manual, S.I.P.Si.Vi.

Innovazioni tecnologiche ed infrastrutture stradali Luca Persia, Facoltà di Ingegneria, Università di Roma "La Sapienza"

I sistemi avanzati di assistenza alla guida Luca Bombini, Dipartimento di Ingegneria dell’Informazione, Università di Parma

LA COMUNICAZIONE SCIENTIFICA

Marco Franzelli, giornalista TG1 RAI UNO, discute con i relatori su la comunicazione scientifica – la comunicazione istituzionale – la divulgazione

SPECIFIC TARGETED RESEARCH PROJECT (STREP) Progetti di ricerca con target di riferimento specifico.

TIPOLOGIA DI PROGETTO EUROPEO

Progetto europeo di ricerca per la valutazione dell’efficacia delle campagne di sensibilizzazione nell’ambito della sicurezza stradale.

SETTORE DI INTERVENTO

Inizio progetto: 1 febbraio 2006 Durata: 36 mesi (31 gennaio 2009) Scopo principale: elaborare ed implementare campagne tramite i mass media, valutando il loro (specifico ed isolato) effetto sugli incidenti stradali ed altri indicatori di performance.

Inquadramento generale del progetto “CAST” CAST”

http://www.sipsivi.org/cast [email protected]

Ufficio stampa Zaira Mureddu

Segreteria organizzativa Cristina Galfrè Rossella Mazzolini Milena Perazzini Daniela Pulci

Segreteria scientifica Ankatrien Boulanger Maristella Ciancio Lucia Lisa Pierangelo Sardi

Segreteria organizzativa: [email protected] fax: 0171 72024 tel.: 0171 602368 / 0171 74093 Seguirà conferma dell’accettazione via email o fax. Nei giorni precedenti al convegno, la Segreteria organizzativa invierà -tramite email all’indirizzo indicato- una richiesta di conferma della Sua partecipazione. Agli uomini è cortesemente richiesto di indossare giacca e cravatta per accedere ai locali della Camera dei Deputati.

Per accedere al convegno è necessario compilare la scheda di iscrizione ed inviarla entro il 30 maggio 2009 via fax o email, oppure compilare la scheda di iscrizione presente sul sito http://www.sipsivi.org/cast

• Costo Totale: 5.3 m€

• 340 Uomo/mese su 36 mesi

• 15 I Paesi Europei partecipanti: BE, CH, CZ, DK, DE, EL, FR, IT, NL, NO, AT, PL, PT, SI, SE

• 19 Istituti compongono il consorzio (leader: IBSR/BE)


Inquadramento generale del progetto “CAST” CAST” (2)

Venerdì 29 maggio 2009

Dott. Gian Marco SARDI

Progetto Europeo CAST, Campaign and Awareness Raising Strategies in Traffic Safety, per la valutazione dell’efficacia delle campagne

safadsfd

IBSR/BIVV

INRETS

VTI

IBSR/BIVV

2. Evaluation tool

3. Manual

4. Evaluation

5. Pan-EU campaign

6. DisseminationPRP

TØI

WP leader

1. Road user model

designation


(PT)

(BE)

(SE)

(FR)

(BE)

(NO)

(Country)


•

•

Elementi chiave per la valutazione

Comportamento degli utenti della strada e modelli di comportamento

Effetti delle campagne sul comportamento reale e le ricadute sugli incidenti, sulle strategie per le campagne e le “pratiche migliori”

Workshop su teorie del comportamento e i relativi effetti sulle campagne (“stato dell’arte”)

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Modelli per utenti della strada (es. Parametri da osservare e misurare)

Risultati da elaborazioni di Meta-analysis

Risultati

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Tasks:

Progetto CAST – WP1 – Road User Model

• Rendere possibile per la Commissione Europea (DGTREN) e i Paesi Europei la progettazione, l’implementazione e la valutazione dell’ effetto (isolato) della campagna sugli incidenti stradali e di altri indicatori di performance

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IBSR/BIVV INRETS VTI IBSR/BIVV

2. Evaluation tool 3. Manual 4. Evaluation 5. Pan-EU campaign

Sviluppo di standard per la stesura di report delle campagne

Criteri di valutazione

Selezione dei metodi di comunicazione per ogni specifico target group

Descrizione delle strategie di informazione e sensibilizzazione

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Un Manuale per progettare, implementare e valutare le campagne di sicurezza stradale

Risultati:

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(pochissimi manuali specifici disponibili…)

Identificazione e selezione del/i target group e delle relative caratteristiche

Tasks

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(PT)

(BE)

(SE)

(FR)

(BE)

(NO)

(Country)

Progetto CAST – WP3 – Il Manuale

6. DisseminationPRP

TØI

1. Road user model

WP leader


• Sviluppare un sistema di valutazione, progettazione ed implementazione specifico per le campagne in sicurezza stradale designation


Obiettivi Generali di CAST


- controllare il raggiungimento degli obiettivi prefissati - individuare effetti collaterali (positivi e/o negativi) non previsti - dimostrare l’efficienza della campagna agli sponsor/società (motivazione per future azioni) - per il futuro: beneficiare dagli errori del passato per migliorare gli interventi futuri

- comportamenti autoriportati - valutare l’adeguatezza dei materiali rispetto al target audience - valutare se la campagna ha raggiunto il target audience - monitorare l’implementazione della campagna (e prendere contromisure se necessario) - testare il quadro teorico di riferimento della campagna

• Costi aggiuntivi (che potrei destinare alla campagna stessa) • È complicato (difficoltà nella misurazione degli effetti) • Può mettere in evidenza un insuccesso/fallimento della campagna • Rischio di essere criticato per il mio operato

Perché Perché valutare l’ l’efficacia di una campagna? (contro)


(John Wanamaker)

che spendo in pubblicità è sprecata; purtroppo però non so quale metà“

“So benissimo che la metà dei soldi

Qualche dubbio: - ma le campagne funzionano davvero? - vale la pena valutarne l’ l’efficacia?

- fornire raccomandazioni che possono servire da linee guida per campagne future - fornire informazioni chiare e dettagliate sulla gestione della campagna a sponsor, partner della campagna, decisori pubblici - consente studi di meta-analisi per identificare criteri di efficacia o di sviluppare nuove metodologie (disegni di valutazione, modelli teorici di riferimento ecc.) - renderlo accessibile a tutti (audience, potenziali futuri attori)

Perché Perché redigere il report finale di una campagna?

• La valutazione consente di determinare se la campagna ha raggiunto gli obiettivi fissati o meno, ad es. se la campagna ha portato misurabili cambiamenti in termini di: - incidenti/feriti/decessi - comportamento manifesto - conoscenza sui temi della sicurezza stradale - atteggiamenti sui temi della sicurezza stradale - rischio percepito - consapevolezza del rischio


Come redigere il report finale di una campagna?

OBIETTIVI secondari: - Cambiamento nelle credenze (stereotipi e pregiudizi), atteggiamenti e comportamenti del target audience - Cambiamenti nella percezione del controllo e del rischio nel target audience - Aumento della conoscenza (norma) nel target audience


- ringraziamenti - abstract e parole chiave - tavola dei contenuti - sommario esecutivo - background - strategia adottata per la campagna - sistema di valutazione - conclusioni e raccomandazioni principali - allegati - note degli autori

- titolo

Dalla teoria alla pratica: “pit stop campaign” campaign”

- Enforcement (controlli/repressione): nonostante il 6% di aumento nel numero di alcoltest su strada durante il periodo natalizio è stata registrata una riduzione del 20% del numero di conducenti che è stato trovato oltre il limite legale

- riduzione del numero totale di decessi (anno 2007: 560 deaths – anno 2008: 460) - atteggiamenti: a) percentuale di conducenti che sono “molto d’accordo” nel sostenere che guidare dopo due birre medie è molto pericoloso: anno 2007: 60% - anno 2008: 67% b) percentuale di giovani conducenti maschi che percepiscono “molto probabile” la possibilità di essere fermati se guidano in stato di ebbrezza: anno 2007: 56% - anno 2008: 75%

“THINK!” campaign: campagna inglese di sicurezza stradale

ESEMPIO DI VALUTAZIONE DI UNA CAMPAGNA

(Delhomme et al. 1999)

Estrapolazione di risultati quantitativi (meta-analisi) sull’efficacia delle campagne + altre azioni (riduzione degli incidenti): 1)Campagne senza altre azioni (-4%) 2)Campagne + enforcement (-12,7%) 3)Campagne + enforcement + education (-14,2%) 4)Campagne + enforcement + education + interazione personale con la popolazione (personally directed campaign) (-39,3%)

Conclusioni: una riflessione

- Riduzione del numero e/o gravità degli incidenti stradali - Riduzione del numero delle violazioni al Codice - Riduzione della frequenza di comportamenti pericolosi alla guida - Aumento dell’adozione di comportamenti di sicurezza alla guida

OBIETTIVI principali:


BUON LAVORO!

E

Grazie per l’attenzione


3.10 - UTH – Greece

ȉȠ įİȓȖμĮ ĲȦȞ ıȣμμİĲİȤȩȞĲȦȞ ıĲȘȞ ȑȡİȣȞĮ ʌİȡȚİȜȐμȕĮȞİ ĲȩıȠ İʌĮȖȖİȜμĮĲȓİȢ ȠįȘȖȠȪȢ ȩıȠ țĮȚ ĲȣʌȚțȠȪȢ ȠįȘȖȠȪȢ. ȈȣȞȠȜȚțȐ ıĲȚȢ įȪȠ ĳȐıİȚȢ ĲȘȢ ȑȡİȣȞĮȢ ıȣμʌȜȘȡȫșȘțĮȞ 3499 İȡȦĲȘμĮĲȠȜȩȖȚĮ, 2000 ʌȡȚȞ ĲȘȞ ȑȞĮȡȟȘ ĲȘȢ İțıĲȡĮĲİȓĮȢ țĮȚ 1499 țĮĲȐ ĲȘ įȚȐȡțİȚĮ ĮȣĲȒȢ. ȉȠ įİȓȖμĮ ʌȡȚȞ Įʌȩ ĲȘȞ İțıĲȡĮĲİȓĮ, ĮʌȠĲİȜİȓĲĮȚ Įʌȩ 1000 ȠįȘȖȠȪȢ μİ μȑıȠ ȩȡȠ ȘȜȚțȓĮȢ țĮȚ ĲȣʌȚțȒ ĮʌȩțȜȚıȘ 38.74 ± 12.36 ȤȡȩȞȚĮ (Ȃ ± SD) țĮȚ 1000 İʌĮȖȖİȜμĮĲȓİȢ ȠįȘȖȠȪȢ μİ μȑıȠ ȩȡȠ ȘȜȚțȓĮȢ țĮȚ ĲȣʌȚțȒ ĮʌȩțȜȚıȘ 41.27 ± 9.52 ȤȡȩȞȚĮ (Ȃ ± SD), İȞȫ țĮĲȐ ĲȘ įȚȐȡțİȚĮ ĲȘȢ İțıĲȡĮĲİȓĮȢ ĲȠ įİȓȖμĮ ĮʌȠĲİȜȠȪȞ 799 ȠįȘȖȠȓ μİ μȑıȠ ȩȡȠ ȘȜȚțȓĮȢ țĮȚ ĲȣʌȚțȒ ĮʌȩțȜȚıȘ 39.4

ȉȠ ʌȡȫĲȠ μȑȡȠȢ ĲȠȣ İȡȦĲȘμĮĲȠȜȠȖȓȠȣ ʌİȡȚİȜȐμȕĮȞİ įȘμȠȖȡĮĳȚțȑȢ İȡȦĲȒıİȚȢ (ȘȜȚțȓĮ, ĳȪȜȠ, țĲȜ) țĮȚ İȡȦĲȒıİȚȢ ȖȚĮ ĲȠ «ȠįȘȖȚțȩ» ʌĮȡİȜșȩȞ ĲȦȞ İȡȦĲȘșȑȞĲȦȞ (ȤȡȩȞȚĮ țĮĲȠȤȒȢ įȚʌȜȫμĮĲȠȢ, İμʌȜȠțȒ ıİ ĲȡȠȤĮȓĮ ĮĲȣȤȒμĮĲĮ, țĲȜ). ȉȠ įİȪĲİȡȠ μȑȡȠȢ ĮĳȠȡȠȪıİ ıİ İȡȦĲȒıİȚȢ ıȤİĲȚțȑȢ μİ ĲȚȢ μİĲĮȕȜȘĲȑȢ ĲȦȞ șİȦȡȘĲȚțȫȞ μȠȞĲȑȜȦȞ ʌȠȣ ĮȞĮĳȑȡșȘțĮȞ ıĲĮ ʌȡȠȘȖȠȪμİȞĮ, țĮȚ ȠȚ ȠʌȠȓİȢ įȚĮțȡȚȞȩĲĮȞ ıĲȚȢ İȟȒȢ țĮĲȘȖȠȡȓİȢ: ȖȞȫıȘ, ʌİʌȠȚșȒıİȚȢ, ĮȓıșȘıȘ ĲȠȣ țȚȞįȪȞȠȣ, ʌȡȠșȑıİȚȢ țĮȚ ıȣμʌİȡȚĳȠȡȐ. ȈĲȚȢ İȡȦĲȒıİȚȢ ʌȠȣ ĮĳȠȡȠȪıĮȞ ıĲȘ ȖȞȫıȘ (ʌ.Ȥ. «īȞȦȡȓȗİĲİ ĲȚȢ țȪȡȚİȢ ĮȚĲȓİȢ ĲȘȢ țȩʌȦıȘȢ țĮĲȐ ĲȘȞ ȠįȒȖȘıȘ;») ȠȚ ĮʌĮȞĲȒıİȚȢ ȒĲĮȞ «ȞĮȚ» Ȓ «ȩȤȚ». ȈĲȚȢ ȣʌȩȜȠȚʌİȢ țĮĲȘȖȠȡȓİȢ İȡȦĲȒıİȦȞ ĲȠȣ įİȪĲİȡȠȣ μȑȡȠȣȢ ĲȠȣ İȡȦĲȘμĮĲȠȜȠȖȓȠȣ, ȤȡȘıȚμȠʌȠȚȒșȘțİ μȚĮ țȜȓμĮĲĮ μİ įȚĮȕȐșμȚıȘ Įʌȩ ĲȠ 1 (ǻȚĮĳȦȞȫ ĮʌȩȜȣĲĮ/ǼȜȐȤȚıĲĮ ȡȚȥȠțȓȞįȣȞȠ/ȀĮșȩȜȠȣ ʌȚșĮȞȩ/ȆȠĲȑ) ȑȦȢ ĲȠ 7 (ȈȣμĳȦȞȫ ĮʌȩȜȣĲĮ/ȆȠȜȪ ȡȚȥȠțȓȞįȣȞȠ /ȆȠȜȪ ʌȚșĮȞȩ/ȆȐȞĲĮ). ȆĮȡĮįİȓȖμĮĲĮ İȡȦĲȒıİȦȞ ʌȠȣ İȟȑĲĮȗĮȞ ĲȚȢ ʌĮȡĮʌȐȞȦ μİĲĮȕȜȘĲȑȢ İȓȞĮȚ ĲĮ ĮțȩȜȠȣșĮ: «ȉȠ ȞĮ ıĲĮμĮĲȫ țĮȚ ȞĮ ȟİțȠȣȡȐȗȠμĮȚ ȖȚĮ 15 ȜİʌĲȐ İȓȞĮȚ Ș țĮȜȪĲİȡȘ ȜȪıȘ ȖȚĮ ĲȘȞ țȩʌȦıȘ» (ȆİʌȠȓșȘıȘ), «ǼȐȞ ȠįȘȖİȓȢ țȠȣȡĮıμȑȞȠȢ, ʌȩıȠ ȡȚȥȠțȓȞįȣȞȠ İȓȞĮȚ ȞĮ İμʌȜĮțİȓȢ Ȓ ȞĮ ʌȡȠțĮȜȑıİȚȢ ĮĲȪȤȘμĮ;» (ǹȓıșȘıȘ ĲȠȣ țȚȞįȪȞȠȣ), «ȈțȠʌİȪȦ ȞĮ ʌȡȠȖȡĮμμĮĲȓȗȦ ĲȠ ĲĮȟȓįȚ μȠȣ ĲȠȞ İʌȩμİȞȠ μȒȞĮ» (ȆȡȩșİıȘ) țĮȚ «ȆȩıȠ ıȣȤȞȐ ĲȠȞ ĲİȜİȣĲĮȓȠ țĮȚȡȩ ȑȤİĲİ ȠįȘȖȒıİȚ, İȞȫ İȓıĲİ țȠȣȡĮıμȑȞȠȢ» (ȈȣμʌİȡȚĳȠȡȐ). ȈĲȠ ĲȡȓĲȠ μȑȡȠȢ ĲȠȣ İȡȦĲȘμĮĲȠȜȠȖȓȠȣ ıȣμʌİȡȚȜȒĳșȘțĮȞ ȠȚ İȡȦĲȒıİȚȢ ʌȠȣ ıȤİĲȓȗȠȞĲĮȚ μİ ĲȘȞ İĳĮȡμȠȖȒ ĲȘȢ İțıĲȡĮĲİȓĮȢ, țĮȚ ĲȘȞ ĮʌȒȤȘıȘ ʌȠȣ İȓȤİ ıĲȠ țȠȚȞȩ. īȚĮ ʌĮȡȐįİȚȖμĮ, ȠȚ ıȣμμİĲȑȤȠȞĲİȢ ıĲȘȞ ȑȡİȣȞĮ ȡȦĲȒșȘțĮȞ ȖȚĮ ĲȠ țĮĲȐ ʌȩıȠ ĲȠȣȢ Ȑȡİıİ Ș İțıĲȡĮĲİȓĮ, Įʌȩ ʌȠȚĮ μȑıĮ ĲȘȞ ʌĮȡĮĲȒȡȘıĮȞ Ȓ ĮȞ ĲȠȣȢ İȞȘμȑȡȦıİ ȖȚĮ ĲȚȢ ĮȚĲȓİȢ Ȓ ĲȚȢ İȞįİȓȟİȚȢ ĲȘȢ țȩʌȦıȘȢ țĮĲȐ ĲȘȞ ȠįȒȖȘıȘ.

ȅ ıȤİįȚĮıμȩȢ ĲȠȣ İȡȦĲȘμĮĲȠȜȠȖȓȠȣ ʌȠȣ ȤȡȘıȚμȠʌȠȚȒșȘțİ ıĲȘȞ ȑȡİȣȞĮ ȕĮıȓıșȘțİ țĮĲȐ țȪȡȚȠ ȜȩȖȠ ıĲĮ įȪȠ șİȦȡȘĲȚțȐ μȠȞĲȑȜĮ, ıĲȠ «Health Belief Model» (Rosenstock, 1966) țĮȚ ıĲȠ «Transtheoretical Model of Change» (Prochaska and DiClemente, 1983), ĲĮ ȠʌȠȓĮ ȤȡȘıȚμȠʌȠȚȒșȘțĮȞ țĮĲȐ ĲȠ ıȤİįȚĮıμȩ ĲȘȢ İțıĲȡĮĲİȓĮȢ. Ǿ țȪȡȚĮ ȚįȑĮ ĲȠȣ ʌȡȫĲȠȣ șİȦȡȘĲȚțȠȪ μȠȞĲȑȜȠȣ İȓȞĮȚ ȩĲȚ, Ș İʌȚșȣμȓĮ ȞĮ ĮʌȠĳȪȖİȚ țȐʌȠȚȠȢ ĲȚȢ ĮȡȞȘĲȚțȑȢ ıȣȞȑʌİȚİȢ ıĲȘȞ ȣȖİȓĮ ĲȠȣ ĮʌȠĲİȜİȓ ĲȠ țȪȡȚȠ țȓȞȘĲȡȠ ȖȚĮ ȞĮ ʌȡĮȖμĮĲȠʌȠȚȒıİȚ ĲȚȢ șİĲȚțȑȢ ȖȚĮ ĲȘȞ ȣȖİȓĮ ĲȠȣ įȡȐıİȚȢ. ǹʌȩ ĲȘȞ ȐȜȜȘ ʌȜİȣȡȐ, ĲȠ «Transtheoretical Model of Change» țĮșȠȡȓȗİȚ ȑȟȚ ȤȡȠȞȚțȐ ıĲȐįȚĮ (ʌȡȠ-İȞĮĲȑȞȚıȘ, İȞĮĲȑȞȚıȘ, ʌȡȠİĲȠȚμĮıȓĮ, įȡȐıȘ, įȚĮĲȒȡȘıȘ, țĮĲȐȜȘȟȘ) ĲĮ ȠʌȠȓĮ ʌȡȑʌİȚ ȞĮ įȚĮʌİȡȐıİȚ țȐʌȠȚȠȢ, ȫıĲİ ȞĮ țĮșȚİȡȦșİȓ μȚĮ ȞȑĮ ıȣμʌİȡȚĳȠȡȐ. Ȉİ ȖİȞȚțȑȢ ȖȡĮμμȑȢ, ĲĮ įȪȠ ʌĮȡĮʌȐȞȦ μȠȞĲȑȜĮ țĮșȩȡȚıĮȞ ĲȚȢ ĮʌĮȡĮȓĲȘĲİȢ μİĲĮȕȜȘĲȑȢ, ȠȚ ȠʌȠȓİȢ ıİ ıȣȞįȣĮıμȩ μİ ĲȠȣȢ ıĲȩȤȠȣȢ ĲȘȢ İțıĲȡĮĲİȓĮȢ, ʌȡȠıįȚȩȡȚıĮȞ ĲİȜȚțȐ ĲȠȣȢ țĮĲȐȜȜȘȜȠȣȢ įİȓțĲİȢ ĮʌȠĲİȜİıμĮĲȚțȩĲȘĲĮȢ ĲȘȢ İĳĮȡμȠȖȒȢ ĲȘȢ İțıĲȡĮĲİȓĮȢ.

İțıĲȡĮĲİȓĮȢ țĮȚ țĮĲȐ ĲȘ įȚȐȡțİȚĮ ĮȣĲȒȢ, İȞȫ țĮĲȐ ĲȘ ıĲȚȖμȒ ıȣȖȖȡĮĳȒȢ ĲȘȢ ʌĮȡȠȪıĮȢ İȡȖĮıȓĮȢ ȣȜȠʌȠȚİȓĲĮȚ Ș ĲȡȓĲȘ ĳȐıȘ ĲȘȢ ȑȡİȣȞĮȢ, μİĲȐ Įʌȩ ĲȠ ʌȑȡĮȢ, įȘȜĮįȒ, ĲȘȢ İțıĲȡĮĲİȓĮȢ. īȚǯ ĮȣĲȩȞ ĲȠ ȜȩȖȠ, ıĲȘȞ ʌĮȡȠȪıĮ İȡȖĮıȓĮ șĮ ʌĮȡȠȣıȚĮıĲȠȪȞ ĲĮ ĮʌȠĲİȜȑıμĮĲĮ ȩʌȦȢ ĮȣĲȐ ʌȡȠȑțȣȥĮȞ μȑȤȡȚ ıĲȚȖμȒȢ Įʌȩ ĲȘȞ ĮȞȐȜȣıȘ ĲȦȞ ıȣȜȜİȤșȑȞĲȦȞ ıĲȠȚȤİȓȦȞ țĮĲȐ ĲȚȢ įȪȠ ʌȡȫĲİȢ ȤȡȠȞȚțȑȢ ĳȐıİȚȢ, įȘȜĮįȒ ʌȡȚȞ țĮȚ țĮĲȐ ĲȘ įȚȐȡțİȚĮ. Ǿ ıȣȜȜȠȖȒ ĲȦȞ ıĲȠȚȤİȓȦȞ ʌȡĮȖμĮĲȠʌȠȚȒșȘțİ ıİ ĮȣĲȠțȚȞȘĲȩįȡȠμȠȣȢ ıİ ȩȜİȢ ĲȚȢ ȤȡȠȞȚțȑȢ ĳȐıİȚȢ ĲȘȢ ȑȡİȣȞĮȢ, țĮșȫȢ, ıȪμĳȦȞĮ μİ ĲȘ įȚİșȞȒ ȕȚȕȜȚȠȖȡĮĳȓĮ, ĲĮ ʌİȡȚııȩĲİȡĮ ĲȡȠȤĮȓĮ ĮĲȣȤȒμĮĲĮ ʌȠȣ ȠĳİȓȜȠȞĲĮȚ ıĲȘȞ țȩʌȦıȘ ıȣμȕĮȓȞȠȣȞ ıĲȘ ıȣȖțİțȡȚμȑȞȘ țĮĲȘȖȠȡȓĮ ȠįȫȞ, ȜȩȖȦ țȣȡȓȦȢ ĲȘȢ ʌȠȜȪȦȡȘȢ ȠįȒȖȘıȘȢ.

ƴǈǎ ıǑǄǉİǉǏǈμƿǌĮ Ĳǎ ƶǑǌƿįǏǈǎ ĮȺİǑǇǘǌİĲĮǈ ıİ: ƧǏμǗįǈĮ ƸȺǎǑǏǄİǁĮ (Ƹưƪ, ƸƴƪƹƻƩƪ, ƸȺ. ƪıǔĲİǏǈǉǙǌ, ƸƸƮƧ, ƸȺ. ƴĮǈįİǁĮǐ) ƴĮǌİȺǈıĲǀμǈĮ ǉĮǈ ǊǎǈȺǎǘǐ İǏİǑǌǆĲǈǉǎǘǐ ĳǎǏİǁǐ ƳǏǄĮǌǈıμǎǘǐ ƷǎȺǈǉǀǐ ƧǑĲǎįǈǎǁǉǆıǆǐ ưǆ ƮǑǃİǏǌǆĲǈǉƿǐ ƳǏǄĮǌǙıİǈǐ ƴǎǊǈĲǈǉǎǘǐ ǉĮǈ ǉǎǈǌǔǌǈǉǎǘǐ ĳǎǏİǁǐ ƧıĳĮǊǈıĲǈǉƿǐ ƪĲĮǈǏİǁİǐ Ưƿıǒİǐ ƧǑĲǎǉǈǌǀĲǎǑ ǉĮǈ ƪĲĮǈǏİǁİǐ Ƴįǈǉǀǐ ƨǎǀǇİǈĮǐ ƪǉȺĮǈįİǑĲƿǐ ƳįǆǄǙǌ ƪμȺǎǏǈǉƿǐ ƪĲĮǈǏİǁİǐ ıĲǎǌ ǒǙǏǎ Ĳǆǐ ǑȺǎįǎμǀǐ, ĲǎǑ ǎįǆǄǎǘ ǉĮǈ ĲǎǑ ǎǒǀμĮĲǎǐ ưƿıĮ μĮǅǈǉǀǐ İǌǆμƿǏǔıǆǐ

Ʒǎ ıǑǌƿįǏǈǎ ĮĳǎǏƾ İǏİǑǌǆĲƿǐ, İȺǈıĲǀμǎǌİǐ, İȺĮǄǄİǊμĮĲǁİǐ ǉĮǈ ĳǎǏİǁǐ ǎǈ ǎȺǎǁǎǈ įǏĮıĲǆǏǈǎȺǎǈǎǘǌĲĮǈ ıİ ĮǌĲǈǉİǁμİǌĮ ĲĮ ǎȺǎǁĮ İǁǌĮǈ ıǑǌĮĳǀ μİ Ĳǆǌ ǎįǈǉǀ ĮıĳƾǊİǈĮ ǉĮǈ ıǑμȺİǏǈĳǎǏƾ, ıĲǎǌ ƪǊǊĮįǈǉǗ ǒǙǏǎ ǉĮǈ ıİ įǈİǇǌƿǐ İȺǁȺİįǎ.

ƮǘǏǈİǐ ǇİμĮĲǈǉƿǐ ȺİǏǈǎǒƿǐ ĲǎǑ ƶǑǌİįǏǁǎǑ İǁǌĮǈ ǎǈ İǍǀǐ: Ƨ. ƴǎǊǈĲǈǉǀ Ƴįǈǉǀǐ ƧıĳƾǊİǈĮǐ ǉĮǈ ĬİıμǈǉǗ ƴǊĮǁıǈǎ ƨ. ƳįǈǉǗ ȺİǏǈǃƾǊǊǎǌ (ƶǒİįǈĮıμǗǐ, ȺǏǎįǈĮǄǏĮĳƿǐ, İǍǎȺǊǈıμǗǐ ǎįǎǘ, İȺǈǉǁǌįǑǌİǐ Ǉƿıİǈǐ, ƿǊİǄǒǎǐ ǎįǈǉǀǐ ĮıĳƾǊİǈĮǐ, įǈĮǒİǁǏǈıǆ ĲĮǒǑĲǀĲǔǌ, ǎįǈǉǀ ĮıĳƾǊİǈĮ ıĲĮ ĮıĲǈǉƾ įǁǉĲǑĮ, ıǀǏĮǄǄİǐ, ƿǍǑȺǌǆ ǑȺǎįǎμǀ, ǉǊȺ.) ī. ƹǏǀıĲǆǐ Ƴįǎǘ (ƶǑμȺİǏǈĳǎǏƾ ǎįǆǄǎǘ, ǌƿǎǈ ǎįǆǄǎǁ, ǆǊǈǉǈǔμƿǌǎǈ ǎįǆǄǎǁ, Ⱥİǅǎǁ, įǈǉǑǉǊǈıĲƿǐ, ȺĮǈįǈƾ, ĮǊǉǎǗǊ, ĲĮǒǘĲǆĲĮ, ǅǙǌİǐ ĮıĳĮǊİǁĮǐ ǉĮǈ ǉǏƾǌǆ, ǉǊȺ.) Ʃ. ƳǒǀμĮĲĮ (ƴǏǎįǈĮǄǏĮĳƿǐ, İμȺǎǏİǑμĮĲǈǉƿǐ μİĲĮĳǎǏƿǐ, ǊİǔĳǎǏİǁĮ, įǁǉǑǉǊĮ, ƮƷƪƳ, İȺǈǉǁǌįǑǌĮ ĳǎǏĲǁĮ, ǌƿİǐ ĲİǒǌǎǊǎǄǁİǐ, ǉǊȺ.) ƪ. ƧǌƾǊǑıǆ ƧĲǑǒǆμƾĲǔǌ ƶƷ. ƧǌĲǈμİĲǙȺǈıǆ ƧĲǑǒǆμƾĲǔǌ ǉĮǈ Ʊƿİǐ ƷİǒǌǎǊǎǄǁİǐ (ƩǈĮǒİǁǏǈıǆ ıǑμǃƾǌĲǔǌ, ƾμİıǆ İȺƿμǃĮıǆ, μǎǌƾįİǐ ĲǏĮǘμĮĲǎǐ, ǉǊȺ.)

ƮǘǏǈǎǈ ıĲǗǒǎǈ ĲǎǑ ıǑǌİįǏǁǎǑ İǁǌĮǈ ǆ įǈİǏİǘǌǆıǆ ǉĮǈ ǆ ĮǍǈǎǊǗǄǆıǆ ĲǎǑ İȺǈȺƿįǎǑ Ĳǆǐ ǎįǈǉǀǐ ĮıĳƾǊİǈĮǐ ıĲǆ ǒǙǏĮ ĮǊǊƾ ǉĮǈ Ĳǔǌ ȺǏǎıȺĮǇİǈǙǌ ǉĮǈ ǉĮǈǌǎĲǎμǈǙǌ ȺǎǑ ıǒİįǈƾǅǎǌĲĮǈ ǉĮǈ ǑǊǎȺǎǈǎǘǌĲĮǈ ǄǈĮ Ĳǆǌ ǃİǊĲǁǔıǆ Ĳǆǐ ĮıĳƾǊİǈĮǐ ǎįǆǄǙǌ, ǎǒǆμƾĲǔǌ ǉĮǈ ȺİǅǙǌ ıĲǎ İǊǊǆǌǈǉǗ ǎįǈǉǗ įǁǉĲǑǎ. ƶĲǎ ıǑǌƿįǏǈǎ ǇĮ ȺĮǏǎǑıǈĮıĲǎǘǌ ĲĮ ĮȺǎĲİǊƿıμĮĲĮ ĮȺǗ Ĳǆǌ ĮǌƾǊǑıǆ Ĳǔǌ ıĲǎǈǒİǁǔǌ ǎįǈǉǙǌ ĮĲǑǒǆμƾĲǔǌ, ǉĮǇǙǐ ǉĮǈ μİǇǎįǎǊǎǄǁİǐ ǉĮǈ ıǘǄǒǏǎǌİǐ ĲİǒǌǎǊǎǄǁİǐ, ıǒİĲǈǉƿǐ μİ Ĳǆǌ ǎįǈǉǀ ĮıĳƾǊİǈĮ, ǎǈ ǎȺǎǁİǐ ƿǒǎǑǌ İĳĮǏμǎıĲİǁ ǀ ȺǏǗǉİǈĲĮǈ / ȺǏǎĲİǁǌİĲĮǈ ǌĮ İĳĮǏμǎıĲǎǘǌ ıĲǆǌ ƪǊǊƾįĮ. ƶĲǎ ȺǊĮǁıǈǎ ĲǎǑ «ƶĲǏĮĲǆǄǈǉǎǘ ƶǒİįǁǎǑ Ƴįǈǉǀǐ ƧıĳƾǊİǈĮǐ» ǉĮǈ μƿıĮ ĮȺǗ Ĳǈǐ İǏǄĮıǁİǐ ĲǎǑ ƶǑǌİįǏǁǎǑ İǉĲǈμƾĲĮǈ ǗĲǈ ǇĮ İǍĮǒǇǎǘǌ ǒǏǀıǈμĮ ıǑμȺİǏƾıμĮĲĮ ǄǈĮ Ĳǈǐ İǄǒǙǏǈİǐ ĮįǑǌĮμǁİǐ ǉĮǈ įǑıǉǎǊǁİǐ ıİ ǇİıμǈǉǗ İȺǁȺİįǎ ĮǊǊƾ ǉĮǈ ıİ İȺǁȺİįǎ ıǑμȺİǏǈĳǎǏƾǐ ǎįǆǄǙǌ ǉĮǈ ǑȺǎįǎμǙǌ, ǎǈ ǎȺǎǁİǐ ĮȺǎĲİǊǎǘǌ ǃĮıǈǉǎǘǐ ȺĮǏƾǄǎǌĲİǐ Įǌƾıǒİıǆǐ ıĲǆ ǃİǊĲǁǔıǆ Ĳǔǌ ǎįǈǉǙǌ ıǑǌǇǆǉǙǌ ǉĮǈ ĲǎǑ İȺǈȺƿįǎǑ ǎįǈǉǀǐ ĮıĳƾǊİǈĮǐ ıĲǆǌ ǒǙǏĮ. ƪȺǁıǆǐ, ǇĮ ȺĮǏǎǑıǈĮıĲǎǘǌ įǈİǇǌİǁǐ İμȺİǈǏǁİǐ ǉĮǈ ǉĮǈǌǎĲǗμİǐ ȺǏĮǉĲǈǉƿǐ ǉĮǈ ǇĮ ıǑǅǆĲǆǇİǁ ǆ İĳĮǏμǎıǈμǗĲǆĲĮ ǉĮǈ ĲĮ ȺǈǇĮǌƾ ĮȺǎĲİǊƿıμĮĲĮ ĲǎǑǐ ıĲǈǐ İǄǒǙǏǈİǐ ıǑǌǇǀǉİǐ.

Ƴ ƶǘǊǊǎǄǎǐ ƪǊǊǀǌǔǌ ƶǑǄǉǎǈǌǔǌǈǎǊǗǄǔǌ ǉĮǈ ǎ ƷǎμƿĮǐ ưİĲĮĳǎǏǙǌ ǉĮǈ ƶǑǄǉǎǈǌǔǌǈĮǉǀǐ ƸȺǎįǎμǀǐ ĲǎǑ ƪưƴ, ıǑǌįǈǎǏǄĮǌǙǌǎǑǌ, ǑȺǗ Ĳǆǌ ƧǈǄǁįĮ Ĳǆǐ ƧǑĲǎǘ ƪǍǎǒǗĲǆĲĮǐ ĲǎǑ ƴǏǎƿįǏǎǑ Ĳǆǐ ƩǆμǎǉǏĮĲǁĮǐ ƮǑǏǁǎǑ ƮĮǏǗǊǎǑ ƴĮȺǎǘǊǈĮ, Ĳǎ 4ǎ ƴĮǌİǊǊǀǌǈǎ ƶǑǌƿįǏǈǎ Ƴįǈǉǀǐ ƧıĳƾǊİǈĮǐ, Ĳǎ ǎȺǎǁǎ ǇĮ įǈİǍĮǒǇİǁ ıĲǆǌ ƧǇǀǌĮ Ĳǎǌ ƱǎƿμǃǏǈǎ ĲǎǑ 2009. Ʒǎ ıǑǌƿįǏǈǎ ĮǑĲǗ ĮȺǎĲİǊİǁ ıǑǌƿǒİǈĮ Ĳǔǌ ȺǏǎǆǄǎǘμİǌǔǌ ƴĮǌİǊǊǆǌǁǔǌ ƶǑǌİįǏǁǔǌ Ƴįǈǉǀǐ ƧıĳƾǊİǈĮǐ, ĲĮ ǎȺǎǁĮ ȺǏĮǄμĮĲǎȺǎǈǀǇǆǉĮǌ ıĲǆ ĬİııĮǊǎǌǁǉǆ Ĳǎ 1994, ıĲǎ ƨǗǊǎ Ĳǎ 1998 ǉĮǈ ıĲǆǌ ƴƾĲǏĮ Ĳǎ 2005, ȺǏǗǉİǈĲĮǈ įİ ǄǈĮ Ĳǆǌ ǉǎǏǑĳĮǁĮ ĮȺǗ Ĳǈǐ įǏƾıİǈǐ ĲǎǑ ƶǑǊǊǗǄǎǑ ƪǊǊǀǌǔǌ ƶǑǄǉǎǈǌǔǌǈǎǊǗǄǔǌ ıĲǎ ĮǌĲǈǉİǁμİǌǎ Ĳǆǐ ĮıĳƾǊİǈĮǐ Ĳǔǌ ǎįǈǉǙǌ μİĲĮĳǎǏǙǌ.

1ǆ ƧǌĮǉǎǁǌǔıǆ

4ǎ ƴĮǌİǊǊǀǌǈǎ ƶǑǌƿįǏǈǎ Ƴįǈǉǀǐ ƧıĳƾǊİǈĮǐ ǼȣĲȣȤȓĮ ȃĮȞĮșĮȒȜ ȈȣȖțȠȚȞȦȞȚȠȜȩȖȠȢ ȂȘȤĮȞȚțȩȢ, ǼʌȚț. ȀĮșȘȖȒĲȡȚĮ e-mail: [email protected]

Ǿ İȟȑĲĮıȘ ĲȦȞ įİįȠμȑȞȦȞ ʌȡȚȞ țĮȚ țĮĲȐ ĲȘ įȚȐȡțİȚĮ ĲȘȢ İțıĲȡĮĲİȓĮȢ țĮȚ Ș țĮĲĮȖȡĮĳȒ ĲȦȞ ʌĮȡĮĲȘȡȠȪμİȞȦȞ įȚĮĳȠȡȫȞ ıĲȚȢ ĲȚμȑȢ, İțİȓ ʌȠȣ ȣʌȒȡȤĮȞ, ȑȖȚȞİ μİ ȖȞȫμȠȞĮ ȞĮ țĮĲĮȖȡĮĳİȓ Ș ĮʌȠĲİȜİıμĮĲȚțȩĲȘĲĮ ĲȘȢ İțıĲȡĮĲİȓĮȢ ıİ ĲȡȓĮ țȪȡȚĮ İʌȓʌİįĮ: ıĲȠ ȕĮșμȩ įȚİȓıįȣıȘȢ Ȓ ĮʌȒȤȘıȘȢ ĲȘȢ İțıĲȡĮĲİȓĮȢ ıĲȠ țȠȚȞȩ, ıĲȘ μİĲĮȕȠȜȒ Ȓ ȩȤȚ ĲȦȞ ʌĮȡĮμȑĲȡȦȞ ʌȠȣ țĮșȠȡȓȗȠȣȞ ĲȘ ıȣμʌİȡȚĳȠȡȐ, ĲȚȢ ʌȡȠșȑıİȚȢ, ĲȚȢ ʌİʌȠȚșȒıİȚȢ țĮȚ ĲȘȞ ĮȓıșȘıȘ ĲȠȣ țȚȞįȪȞȠȣ ĲȦȞ ȤȡȘıĲȫȞ țĮȚ ĲȑȜȠȢ ıĲȘȞ İȟȑĲĮıȘ ĲȘȢ ȤȡȒıȘȢ ĲȦȞ șİȦȡȘĲȚțȫȞ μȠȞĲȑȜȦȞ ʌȠȣ ȤȡȘıȚμȠʌȠȚȒșȘțĮȞ ıĲȘȞ ĮȞȐȜȣıȘ. Ǿ μİĲĮȕȠȜȒ Ȓ ȩȤȚ ĲȦȞ ʌĮȡĮμȑĲȡȦȞ ʌȠȣ țĮșȠȡȓȗȠȣȞ ĲȘ ıȣμʌİȡȚĳȠȡȐ, ĲȚȢ ʌȡȠșȑıİȚȢ, ĲȚȢ ʌİʌȠȚșȒıİȚȢ țĮȚ ĲȘȞ ĮȓıșȘıȘ ĲȠȣ țȚȞįȪȞȠȣ, İȟİĲȐıșȘțİ μİ ĲȘ ȤȡȒıȘ ĲȠȣ t-test ȖȚĮ ĮȞİȟȐȡĲȘĲĮ įİȓȖμĮĲĮ, İȞȫ ȖȚĮ ĲȘȞ İȟȑĲĮıȘ ĲȠȣ șİȦȡȘĲȚțȠȪ μȠȞĲȑȜȠȣ «Health Belief Model» ȑȖȚȞİ ȤȡȒıȘ ĲȠȣ ʌȠȜȜĮʌȜȒȢ ȖȡĮμμȚțȒȢ ʌĮȜȚȞįȡȩμȘıȘȢ. Ȃİ ĲȘ ȤȡȒıȘ ĲȠȣ įİȪĲİȡȠȣ șİȦȡȘĲȚțȠȪ μȠȞĲȑȜȠȣ «Transtheoretical Model of Change» İȟİĲȐıșȘțĮȞ ȠȚ ĮȜȜĮȖȑȢ ʌȠȣ

ȅ țȪȡȚȠȢ įȚĮȤȦȡȚıμȩȢ ĲȦȞ įİįȠμȑȞȦȞ ʌİȡȚİȜȐμȕĮȞİ ĲȘ ıȪȖțȡȚıȘ ĲȦȞ ĮʌȠĲİȜİıμȐĲȦȞ, ĲȩıȠ μİĲĮȟȪ ĲȦȞ įȪȠ țȪȡȚȦȞ ȠμȐįȦȞ ĲȦȞ ȤȡȘıĲȫȞ (İʌĮȖȖİȜμĮĲȓİȢ ȠįȘȖȠȓ țĮȚ ȠįȘȖȠȓ), ĮȜȜȐ țĮȚ ıȪȖțȡȚıȘ ĲȦȞ ĮʌȠĲİȜİıμȐĲȦȞ ʌȡȚȞ țĮȚ țĮĲȐ ĲȘ įȚȐȡțİȚĮ ĲȘȢ İțıĲȡĮĲİȓĮȢ. īȚĮ ĮȣĲȩ ĲȠ ıțȠʌȩ, ȑȖȚȞİ ıȪȖțȡȚıȘ ĲȦȞ įİįȠμȑȞȦȞ μİ ĲȘ ȤȡȒıȘ ĲȠȣ t-test ȖȚĮ ĮȞİȟȐȡĲȘĲĮ įİȓȖμĮĲĮ, İȞȫ ʌĮȡȐȜȜȘȜĮ ȣʌȠȜȠȖȓıĲȘțĮȞ μİȖȑșȘ ȩʌȦȢ, ȠȚ μȑıİȢ ĲȚμȑȢ ĲȦȞ ĮʌĮȞĲȒıİȦȞ, Ș ĲȣʌȚțȒ ĮʌȩțȜȚıȘ, Ș μİĲĮȕȜȘĲȒ t țĮȚ Ș μİĲĮȕȜȘĲȒ p.

ȉĮ ȤĮȡĮțĲȘȡȚıĲȚțȐ ĲȘȢ μİșȩįȠȣ ıȣȜȜȠȖȒȢ įİįȠμȑȞȦȞ țĮȚ Ș įȚĮșİıȚμȩĲȘĲĮ ĮȣĲȫȞ İȓȞĮȚ ĲĮ ıĲȠȚȤİȓĮ ʌȠȣ țĮșȠȡȓȗȠȣȞ ĲȘ μİșȠįȠȜȠȖȓĮ ĮȞȐȜȣıȒȢ ĲȠȣȢ. ȁȩȖȦ ĲȘȢ ʌĮȞİȜȜȒȞȚĮȢ İμȕȑȜİȚĮȢ ĲȘȢ İțıĲȡĮĲİȓĮȢ, įİȞ ȒĲĮȞ įȣȞĮĲȩ ȞĮ ȤȡȘıȚμȠʌȠȚȘșİȓ țȐʌȠȚĮ ȠμȐįĮ İȜȑȖȤȠȣ, țĮșȫȢ įİȞ μʌȠȡȠȪıİ ȞĮ ʌİȡȚȠȡȚıĲİȓ Ș İȣȡİȓĮ ʌȡȠȕȠȜȒ ĲȦȞ μȘȞȣμȐĲȦȞ ıİ țȐʌȠȚİȢ ʌİȡȚȠȤȑȢ Ȓ țȐʌȠȚİȢ ȠμȐįİȢ ȤȡȘıĲȫȞ. ǼʌȚʌȜȑȠȞ, ȠȚ μİĲȡȒıİȚȢ ʌȡȚȞ țĮȚ țĮĲȐ ĲȘ įȚȐȡțİȚĮ ĲȘȢ İțıĲȡĮĲİȓĮȢ, țĮșȩȡȚıĮȞ ĲȘ ıȪȖțȡȚıȘ ĲȦȞ ĮʌȠĲİȜİıμȐĲȦȞ ıİ įȪȠ țȪȡȚĮ İʌȓʌİįĮ țĮȚ İȟİĲȐıșȘțİ ĮȞ ıȘμİȚȫșȘțĮȞ ıĲĮĲȚıĲȚțȐ ıȘμĮȞĲȚțȑȢ įȚĮĳȠȡȑȢ ıĲȚȢ ĮʌĮȞĲȒıİȚȢ ĲȠȣ įİȓȖμĮĲȠȢ, ʌȡȚȞ țĮȚ țĮĲȐ ĲȘ įȚȐȡțİȚĮ ĲȘȢ İțıĲȡĮĲİȓĮȢ. ȉȑȜȠȢ, țȡȓȞİĲĮȚ ıțȩʌȚμȠ ȞĮ ıȘμİȚȦșİȓ ȩĲȚ, İȟĮȚĲȓĮȢ ĲȘȢ ĮȞȣʌĮȡȟȓĮȢ ĲȘȢ țĮĲȐȜȜȘȜȘȢ μİșȠįȠȜȠȖȓĮȢ Ȓ ĲȘȢ ĮȞĲȚțİȚμİȞȚțȒȢ țȜȓμĮțĮȢ μȑĲȡȘıȘȢ Ȓ/țĮȚ țĮĲĮȖȡĮĳȒȢ ĲȘȢ țȩʌȦıȘȢ ĲȦȞ ȠįȘȖȫȞ ıĲȘȞ ǼȜȜȐįĮ, Ș ĮȞȐȜȣıȘ ĲȦȞ ĮʌȠĲİȜİıμȐĲȦȞ țĮȚ Ș ĮȟȚȠȜȩȖȘıȘ ĲȘȢ ĮʌȠĲİȜİıμĮĲȚțȩĲȘĲĮȢ ĲȘȢ İțıĲȡĮĲİȓĮȢ ȕĮıȓıșȘțİ țĮĲİȟȠȤȒȞ ıĲȘ įİįȘȜȦμȑȞȘ ıȣμʌİȡȚĳȠȡȐ ĲȦȞ ȠįȘȖȫȞ, ȩʌȦȢ ĮȣĲȒ ʌȡȠȑțȣȥİ Įʌȩ ĲȘȞ ȑȡİȣȞĮ ĲȦȞ İȡȦĲȘμĮĲȠȜȠȖȓȦȞ.

2.2 ǹȞȐȜȣıȘ ĲȦȞ ǻİįȠμȑȞȦȞ

ȉȠ 15.2% ĲȦȞ İȡȦĲȘșȑȞĲȦȞ ʌȡȚȞ ĲȘȞ İțıĲȡĮĲİȓĮ įȒȜȦıİ ȩĲȚ ȑȤİȚ țȠȚμȘșİȓ ıĲȠ ĲȚμȩȞȚ, İȞȫ ĲȠ ĮȞĲȓıĲȠȚȤȠ ʌȠıȠıĲȩ țĮĲȐ ĲȘ įȚȐȡțİȚĮ ĲȘȢ İțıĲȡĮĲİȓĮȢ İȓȞĮȚ 9.8%. ȉȑȜȠȢ, ĲȠ ʌȠıȠıĲȩ ĲȠȣ įİȓȖμĮĲȠȢ ʌȠȣ ȑȤİȚ İμʌȜĮțİȓ ıİ ĲȡȠȤĮȓȠ ĮĲȪȤȘμĮ ȒĲĮȞ 3.8 % ʌȡȚȞ ĲȘȞ İțıĲȡĮĲİȓĮ țĮȚ 1.22 % țĮĲȐ ĲȘ įȚȐȡțİȚĮ ĮȣĲȒȢ.

ǵıȠȞ ĮĳȠȡȐ ıĲȠȞ ĮȡȚșμȩ ĲȦȞ ȤȡȩȞȦȞ ʌȠȣ țĮĲȑȤȠȣȞ ĲȠ įȓʌȜȦμĮ ȠįȒȖȘıȒȢ ĲȠȣȢ Ș țĮĲĮȞȠμȒ ȑȤİȚ ȦȢ İȟȒȢ: ʌȡȚȞ ĲȘȞ İțıĲȡĮĲİȓĮ, Ș ȠμȐįĮ ĲȦȞ ȠįȘȖȫȞ țĮĲİȓȤİ įȓʌȜȦμĮ ȠįȒȖȘıȘȢ ȖȚĮ 17.44 ± 11.59 ȤȡȩȞȚĮ (Ȃ ± SD) țĮȚ ĲȦȞ İʌĮȖȖİȜμĮĲȚȫȞ ȠįȘȖȫȞ ȖȚĮ 18.02 ± 9.27 ȤȡȩȞȚĮ (Ȃ ± SD), İȞȫ țĮĲȐ ĲȘ įȚȐȡțİȚĮ ĲȘȢ İțıĲȡĮĲİȓĮȢ Ƞ ĮȞĲȓıĲȠȚȤȠȢ ĮȡȚșμȩȢ ȤȡȩȞȦȞ ȒĲĮȞ 17.89 ± 10.94 (Ȃ ± SD) țĮȚ 17.81 ± 10.04 (Ȃ ± SD). ǼʌȓıȘȢ, ĲȠ 86, 3% ĲȠȣ ıȣȞȠȜȚțȠȪ įİȓȖμĮĲȠȢ ʌȡȚȞ ĲȘȞ İțıĲȡĮĲİȓĮ įȒȜȦıİ ȩĲȚ ȠįȘȖİȓ țĮșȘμİȡȚȞȐ, ĲȠ 9,5% 3-5 ĳȠȡȑȢ ĲȘȞ İȕįȠμȐįĮ, ĲȠ 2,4% 2-5 ĳȠȡȑȢ ĲȘȞ İȕįȠμȐįĮ, ĲȠ 0,7% μȚĮ ĳȠȡȐ ĲȘȞ İȕįȠμȐįĮ țĮȚ ĲȠ 1,2% ȜȚȖȩĲİȡȠ ıȣȤȞȐ. ȉĮ ĮȞĲȓıĲȠȚȤĮ ʌȠıȠıĲȐ ĲȠȣ įİȓȖμĮĲȠȢ țĮĲȐ ĲȘ įȚȐȡțİȚĮ ĲȘȢ İțıĲȡĮĲİȓĮȢ ȒĲĮȞ 92%, 5.6%, 0.9%, 1.3% țĮȚ 0.2%.

± 11.9 ȤȡȩȞȚĮ (Ȃ ± SD) țĮȚ 700 İʌĮȖȖİȜμĮĲȓİȢ ȠįȘȖȠȓ μİ μȑıȠ ȩȡȠ ȘȜȚțȓĮȢ țĮȚ ĲȣʌȚțȒ ĮʌȩțȜȚıȘ 41.5 ± 10.04 ȤȡȩȞȚĮ (Ȃ ± SD).

ȈĲȠ ʌȜĮȓıȚȠ ĲȠȣ İȣȡȦʌĮȧțȠȪ İȡİȣȞȘĲȚțȠȪ ȑȡȖȠȣ «ȀĮμʌȐȞȚİȢ ȠįȚțȒȢ ĮıĳȐȜİȚĮȢ țĮȚ ıĲȡĮĲȘȖȚțȑȢ İȞȘμȑȡȦıȘȢ - ĮĳȪʌȞȚıȘȢ ĲȠȣ țȠȚȞȠȪ – CAST» ĲȠȣ 6Ƞȣ ȆȡȠȖȡȐμμĮĲȠȢ ȆȜĮȚıȓȠȣ ĲȘȢ ǼȣȡȦʌĮȧțȒȢ ǼʌȚĲȡȠʌȒȢ (2006-2009), ĲȠ ǼȡȖĮıĲȒȡȚȠ ȈȣȖțȠȚȞȦȞȚĮțȒȢ ȉİȤȞȚțȒȢ ĲȠȣ ȆĮȞİʌȚıĲȘμȓȠȣ ĬİııĮȜȓĮȢ ıȤİįȓĮıİ țĮȚ İĳȐȡμȠıİ μȚĮ ʌĮȞİȜȜȒȞȚĮ İțıĲȡĮĲİȓĮ ȠįȚțȒȢ ĮıĳȐȜİȚĮȢ μİ șȑμĮ ĲȘȞ țȩʌȦıȘ țĮĲȐ ĲȘ įȚȐȡțİȚĮ ĲȘȢ ȠįȒȖȘıȘȢ.

ȅȚ İțıĲȡĮĲİȓİȢ ȠįȚțȒȢ ĮıĳȐȜİȚĮȢ μʌȠȡȠȪȞ μİ ĲȠ ıȦıĲȩ ıȤİįȚĮıμȩ ȞĮ ıȣμȕȐȜȜȠȣȞ ıĲȘ μİȓȦıȘ ĲȠȣ ĮȡȚșμȠȪ ĲȦȞ ĮĲȩμȦȞ ʌȠȣ ȤȐȞȠȣȞ ĲȘ ȗȦȒ ĲȠȣȢ ıĲȠȣȢ įȡȩμȠȣȢ, țĮșȫȢ ĮʌȠĲİȜȠȪȞ μȚĮ Įʌȩ ĲȚȢ țȣȡȚȩĲİȡİȢ ʌȡĮțĲȚțȑȢ ʌȠȣ İĳĮȡμȩȗȠȞĲĮȚ įȚİșȞȫȢ ȖȚĮ ĲȠȞ İʌȘȡİĮıμȩ ĲȦȞ ȤȡȘıĲȫȞ ĲȘȢ ȠįȠȪ, ȫıĲİ ȠȚ ȤȡȒıĲİȢ μİ ĲȘ ıİȚȡȐ ĲȠȣȢ ȞĮ İĳĮȡμȩȗȠȣȞ țĮȞȩȞİȢ țĮȚ ıȣȞșȒțİȢ ʌȠȣ ȞĮ μİȚȫȞȠȣȞ ĲȠȞ ĮȡȚșμȩ ĲȦȞ ĮĲȣȤȘμȐĲȦȞ țĮȚ ĲȦȞ șȣμȐĲȦȞ ĮȣĲȫȞ. Ǿ ĮȞȐȖțȘ ĮȟȚȠȜȩȖȘıȘȢ ĲȦȞ İțıĲȡĮĲİȚȫȞ İȓȞĮȚ μİȖȐȜȘ, țĮșȫȢ İʌȚĲȡȑʌİȚ ĲȘ ȕİȜĲȓȦıȘ ĲȘȢ ȠįȚțȒȢ ĮıĳȐȜİȚĮȢ μȑıĮ Įʌȩ μȚĮ įȚĮįȚțĮıȓĮ ȣȚȠșȑĲȘıȘȢ ĲȦȞ ĮʌȠĲİȜİıμĮĲȚțȩĲİȡȦȞ ĲȡȩʌȦȞ ʌȡȠıȑȖȖȚıȘȢ ĲȦȞ ȤȡȘıĲȫȞ, ȩıȠ țĮȚ ĮʌȠĳȣȖȒȢ ʌȚșĮȞȫȞ ȜĮșȫȞ ʌȠȣ ȑȤȠȣȞ ȖȓȞİȚ, ȫıĲİ ĲİȜȚțȐ ȞĮ ȕİȜĲȚȫȞİĲĮȚ ıĲĮįȚĮțȐ Ƞ ıȤİįȚĮıμȩȢ ĲȦȞ μİȜȜȠȞĲȚțȫȞ İțıĲȡĮĲİȚȫȞ.

1. ǼǿȈǹīȍīǾ

ȁȑȟİȚȢ-țȜİȚįȚȐ: İțıĲȡĮĲİȓĮ ȠįȚțȒȢ ĮıĳȐȜİȚĮȢ, țȩʌȦıȘ ȠįȘȖȫȞ, ĮȟȚȠȜȩȖȘıȘ, ʌİȚȡĮμĮĲȚțȑȢ țĮȚ ȘμȚʌİȚȡĮμĮĲȚțȑȢ μȑșȠįȠȚ.

ȆİȡȓȜȘȥȘ: ȅ a priori ıȤİįȚĮıμȩȢ ĲȠȣ ʌȜĮȚıȓȠȣ ĮȟȚȠȜȩȖȘıȘȢ ĲȘȢ ĮʌȠĲİȜİıμĮĲȚțȩĲȘĲĮȢ ĲȦȞ İțıĲȡĮĲİȚȫȞ ȠįȚțȒȢ ĮıĳȐȜİȚĮȢ țĮȚ Ș İȞıȦμȐĲȦıȒ ĲȠȣ ıĲȠȞ ʌȡȠȖȡĮμμĮĲȚıμȩ ĲȦȞ įȡȐıİȦȞ ʌȠȣ ʌİȡȚȜĮμȕȐȞȠȣȞ ȠȚ İțıĲȡĮĲİȓİȢ, İȟĮıĳĮȜȓȗİȚ ĲȘ įȣȞĮĲȩĲȘĲĮ țĮȚ ĲȘȞ ʌȜȘȡȩĲȘĲĮ ıȣȜȜȠȖȒȢ ĲȦȞ įİįȠμȑȞȦȞ ʌȠȣ ĮʌĮȚĲȠȪȞĲĮȚ Įʌȩ ĲȚȢ ıȤİĲȚțȑȢ ĮȞĮȜȪıİȚȢ. ȈĲȠ ʌȜĮȓıȚȠ ĲȘȢ ʌĮȡȠȪıĮȢ İȡȖĮıȓĮȢ ʌĮȡȠȣıȚȐȗİĲĮȚ Ș μİșȠįȠȜȠȖȓĮ ĮȟȚȠȜȩȖȘıȘȢ ĲȦȞ İțıĲȡĮĲİȚȫȞ ȠįȚțȒȢ ĮıĳȐȜİȚĮȢ, ȩʌȦȢ įȚĮμȠȡĳȫșȘțİ Įʌȩ ĲȠ İȡİȣȞȘĲȚțȩ ȑȡȖȠ CAST ĲȘȢ ǼȣȡȦʌĮȧțȒȢ ǼʌȚĲȡȠʌȒȢ țĮȚ ĮȞĮȜȪȠȞĲĮȚ ĲĮ ĮʌȠĲİȜȑıμĮĲĮ ĲȘȢ ĮȟȚȠȜȩȖȘıȘȢ ĲȘȢ ʌĮȞİȜȜȒȞȚĮȢ İțıĲȡĮĲİȓĮȢ ȠįȚțȒȢ ĮıĳȐȜİȚĮȢ, Ș ȠʌȠȓĮ įȚĮμȠȡĳȫșȘțİ ıĲȠ ʌĮȡĮʌȐȞȦ ʌȜĮȓıȚȠ. ȅȚ ĮȞĮȜȪıİȚȢ ʌȠȣ ȖȓȞȠȞĲĮȚ İȟİĲȐȗȠȣȞ ĲȘȞ İĳȚțĲȩĲȘĲĮ ȣʌȠȜȠȖȚıμȠȪ ĲȘȢ İʌȓįȡĮıȘȢ ĲȘȢ İțıĲȡĮĲİȓĮȢ, țĮșȫȢ țĮȚ ĲȠ ȕĮșμȩ ĮȣĲȒȢ ıİ įȚȐĳȠȡĮ ȤĮȡĮțĲȘȡȚıĲȚțȐ ĲȦȞ ȤȡȘıĲȫȞ, ȩʌȦȢ ıĲȚȢ ȖȞȫıİȚȢ, ʌİʌȠȚșȒıİȚȢ, ʌȡȠșȑıİȚȢ țĮȚ ĲȘ ıȣμʌİȡȚĳȠȡȐ. ȉȑȜȠȢ, İʌȚȤİȚȡİȓĲĮȚ Ș ıȣıȤȑĲȚıȘ ĲȦȞ ʌĮȡĮʌȐȞȦ ʌĮȡĮμȑĲȡȦȞ, μȑıĮ Įʌȩ ĲȘȞ ĮȞȐʌĲȣȟȘ μȠȞĲȑȜȦȞ ʌȡȩȕȜİȥȘȢ ıȣμʌİȡȚĳȠȡȐȢ ȤȡȘıĲȫȞ.

ȆĮȞİʌȚıĲȒμȚȠ ĬİııĮȜȓĮȢ, ȆȠȜȣĲİȤȞȚțȒ ȈȤȠȜȒ ȉμȒμĮ ȆȠȜȚĲȚțȫȞ ȂȘȤĮȞȚțȫȞ ȆİįȓȠȞ ǱȡİȦȢ 38334, ǺȩȜȠȢ, ǼȜȜȐįĮ

ǿȦȐȞȞȘȢ ǹįȐμȠȢ ȈȣȖțȠȚȞȦȞȚȠȜȩȖȠȢ ȂȘȤĮȞȚțȩȢ, ǼʌȚıĲȘμȠȞȚțȩȢ ȈȣȞİȡȖȐĲȘȢ e-mail: [email protected]

ǹȄǿȅȁȅīǾȈǾ ȉǾȈ ȆǹȃǼȁȁǾȃǿǹȈ ǼȀȈȉȇǹȉǼǿǹȈ ȅǻǿȀǾȈ ǹȈĭǹȁǼǿǹȈ īǿǹ ȉǾȃ ȀȅȆȍȈǾ Ȁǹȉǹ ȉǾȃ ȅǻǾīǾȈǾ

ȈĲȠȞ İʌȩμİȞȠ ʌȓȞĮțĮ (ʌȓȞĮțĮȢ 1) ʌĮȡȠȣıȚȐȗȠȞĲĮȚ ȖȚĮ țĮșİμȓĮ Įʌȩ ĲȚȢ ʌĮȡĮμȑĲȡȠȣȢ ĲȠȣ șİȦȡȘĲȚțȠȪ μȠȞĲȑȜȠȣ, ʌȡȚȞ țĮȚ țĮĲȐ ĲȘ įȚȐȡțİȚĮ ĲȘȢ İțıĲȡĮĲİȓĮȢ, ȠȚ μȑıȠȚ ȩȡȠȚ (M) ĲȦȞ ĮʌĮȞĲȒıİȦȞ ĲȠȣ įİȓȖμĮĲȠȢ ıĲȚȢ ĮȞĲȓıĲȠȚȤİȢ İȡȦĲȒıİȚȢ, İȞȫ İʌȓıȘȢ țĮĲĮȖȡȐĳȠȞĲĮȚ μİȖȑșȘ ȩʌȦȢ Ƞ ʌȜȘșȣıμȩȢ (N) ĲȘȢ țȐșİ ȠμȐįĮȢ (ıȪȞȠȜȠ ȠįȘȖȫȞ ʌȡȚȞ țĮȚ țĮĲȐ ĲȘ įȚȐȡțİȚĮ), Ș ĲȣʌȚțȒ ĮʌȩțȜȚıȘ (SD), Ș μİĲĮȕȜȘĲȒ t (t-value) țĮȚ Ș μİĲĮȕȜȘĲȒ p (p-value). ȈȘμİȚȫȞİĲĮȚ ȩĲȚ ĲȠ İʌȓʌİįȠ İμʌȚıĲȠıȪȞȘȢ ʌȠȣ ȤȡȘıȚμȠʌȠȚȒșȘțİ ȒĲĮȞ ĲȠ 95%, İȞȫ Ƞ ĮıĲİȡȓıțȠȢ (*)

ǵʌȦȢ ȒįȘ ĮȞĮĳȑȡșȘțİ ıĲĮ ʌȡȠȘȖȠȪμİȞĮ, İȟİĲȐıșȘțİ ĮȞ ȣʌȒȡȟĮȞ ıĲĮĲȚıĲȚțȐ ıȘμĮȞĲȚțȑȢ įȚĮĳȠȡȑȢ μİĲĮȟȪ ĲȦȞ ĲȚμȫȞ ĲȦȞ μİĲĮȕȜȘĲȫȞ (ʌİʌȠȚșȒıİȚȢ, ʌȡȠșȑıİȚȢ, ĮȓıșȘıȘ ĲȠȣ țȚȞįȪȞȠȣ țĮȚ ıȣμʌİȡȚĳȠȡȐ) ĲȠȣ șİȦȡȘĲȚțȠȪ μȠȞĲȑȜȠȣ ʌȠȣ ȤȡȘıȚμȠʌȠȚȒșȘțİ ıĲȘȞ ĮȞȐȜȣıȘ. ǲȖȚȞĮȞ ıȣȖțȡȓıİȚȢ ıĲȠȚȤİȓȦȞ, ʌȡȚȞ țĮȚ țĮĲȐ ĲȘ įȚȐȡțİȚĮ, ĲȦȞ įȚȐĳȠȡȦȞ ȠμȐįȦȞ, ȖȚĮ ȞĮ ʌȡȠıįȚȠȡȚıĲİȓ Ș İʌȓįȡĮıȘ ĲȠȣ İȓȤİ Ș İțıĲȡĮĲİȓĮ ıİ ĮȣĲȑȢ (İʌĮȖȖİȜμĮĲȓİȢ ȠįȘȖȠȓ μȩȞȠ, ȐȜȜȠȚ ȠįȘȖȠȓ μȩȞȠ, ıȪȞȠȜȠ ĲȦȞ ȠįȘȖȫȞ). ȆĮȡĮțȐĲȦ ʌĮȡȠȣıȚȐȗȠȞĲĮȚ ĲĮ ĮʌȠĲİȜȑıμĮĲĮ ĲȘȢ ıȪȖțȡȚıȘȢ ĮȞȐμİıĮ ıĲȠ ıȪȞȠȜȠ ĲȦȞ ȠįȘȖȫȞ (İʌĮȖȖİȜμĮĲȓİȢ ȠįȘȖȠȓ țĮȚ ȠįȘȖȠȓ) ʌȡȚȞ țĮȚ țĮĲȐ ĲȘ įȚȐȡțİȚĮ ĲȘȢ İțıĲȡĮĲİȓĮȢ, İĳȩıȠȞ ȠȚ įȚĮĳȠȡȑȢ ʌȠȣ ʌȡȠȑțȣȥĮȞ Įʌȩ ĲȚȢ ĮȞĲȓıĲȠȚȤİȢ ĮȞĮȜȪıİȚȢ ĲȦȞ İʌȓ μȑȡȠȣȢ ȠμȐįȦȞ İȓȞĮȚ ĮμİȜȘĲȑİȢ.

ȀĮĲĮȡȤȒȞ, ȩıȠȞ ĮĳȠȡȐ ıĲȠ ȗȒĲȘμĮ ĲȘȢ ȖȞȫıȘȢ, ȖȚĮ ʌĮȡȐįİȚȖμĮ ĲȚȢ ĮȚĲȓİȢ Ȓ ĲȚȢ İȞįİȓȟİȚȢ ĲȘȢ țȩʌȦıȘȢ țĮĲȐ ĲȘȞ ȠįȒȖȘıȘ, įİȞ ʌĮȡĮĲȘȡȒșȘțĮȞ ĮȟȚȠıȘμİȓȦĲİȢ ĮȜȜĮȖȑȢ Ȓ μİĲĮȕȠȜȑȢ ıĲȚȢ ĮʌĮȞĲȒıİȚȢ ĲȠȣ įİȓȖμĮĲȠȢ, ʌȡȚȞ țĮȚ țĮĲȐ ĲȘ įȚȐȡțİȚĮ ĲȘȢ İțıĲȡĮĲİȓĮȢ.

3.2 ǼȟȑĲĮıȘ ĲȘȢ ǼʌȓįȡĮıȘȢ ĲȘȢ ǼțıĲȡĮĲİȓĮȢ ıĲȚȢ ȆĮȡĮμȑĲȡȠȣȢ ĲȠȣ ĬİȦȡȘĲȚțȠȪ ȂȠȞĲȑȜȠȣ ǹȞȐȜȣıȘȢ

ȉĮ ĮʌȠĲİȜȑıμĮĲĮ ȑįİȚȟĮȞ ȩĲȚ μȑȤȡȚ ĲȘ ıĲȚȖμȒ ĲȘȢ ıȣȜȜȠȖȒȢ ıĲȠȚȤİȓȦȞ «țĮĲȐ ĲȘ įȚȐȡțİȚĮ» (ʌȡȚȞ įȘȜĮįȒ ȞĮ ȑȤİȚ ȠȜȠțȜȘȡȦșİȓ), ĲȘȞ İțıĲȡĮĲİȓĮ İȓįĮȞ Ȓ ȐțȠȣıĮȞ ȖȚĮ ĮȣĲȒȞ ĲȠ 11% ĲȦȞ İȡȦĲȘșȑȞĲȦȞ, İȞȫ ȕĮșμȠȜȩȖȘıĮȞ ĲȠ ʌȩıȠ ĲȠȣȢ Ȑȡİıİ ıȣȞȠȜȚțȐ țĮĲȐ μȑıȠ ȩȡȠ μİ 5.5 ıİ μȚĮ țȜȓμĮțĮ Įʌȩ ĲȠ 1 ȑȦȢ ĲȠ 7 (μİ 7 ĲȠȞ ȣȥȘȜȩĲİȡȠ ȕĮșμȩ). ȉȠ μȑıȠ ʌȡȠȫșȘıȘȢ ʌȠȣ ȒĲĮȞ ʌİȡȚııȩĲİȡȠ ĮȞĲȚȜȘʌĲȩ Įʌȩ ĲȠȣȢ İȡȦĲȘșȑȞĲİȢ ȒĲĮȞ ĲȠ ĳȣȜȜȐįȚȠ ĲȘȢ İțıĲȡĮĲİȓĮȢ μİ 63%, țĮȚ ĮțȠȜȠȣșİȓ Ș ʌȡȠȕȠȜȒ ĲȠȣ ĲȘȜİȠʌĲȚțȠȪ μȘȞȪμĮĲȠȢ μİ 21% țĮȚ ĲȠȣ ȡĮįȚȠĳȦȞȚțȠȪ μİ 5.6%.

ȀĮĲȐ ĲȘ įȚȐȡțİȚĮ İĳĮȡμȠȖȒȢ ĲȘȢ İțıĲȡĮĲİȓĮȢ, ʌȡĮȖμĮĲȠʌȠȚȒșȘțĮȞ ıȣȞȠȜȚțȐ 1200 μİĲĮįȩıİȚȢ ĲȠȣ ĲȘȜİȠʌĲȚțȠȪ μȘȞȪμĮĲȠȢ ĲȘȢ İțıĲȡĮĲİȓĮȢ Įʌȩ 14 ĲȘȜİȠʌĲȚțȠȪȢ ıĲĮșμȠȪȢ ʌĮȞİȜȜȒȞȚĮȢ İμȕȑȜİȚĮȢ ıİ įȚȐıĲȘμĮ 8 İȕįȠμȐįȦȞ, μİ ıȣȤȞȩĲȘĲĮ ʌȡȠȕȠȜȒȢ μȓĮ Ȓ įȪȠ ĳȠȡȑȢ ĲȘȞ ȘμȑȡĮ, 3500 ʌİȡȓʌȠȣ İțʌȠμʌȑȢ ĲȠȣ ȡĮįȚȠĳȦȞȚțȠȪ μȘȞȪμĮĲȠȢ Įʌȩ 40 ȡĮįȚȠĳȦȞȚțȠȪȢ ıĲĮșμȠȪȢ ıİ ȩȜȘ ĲȘȞ ǼȜȜȐįĮ, ıİ įȚȐıĲȘμĮ 8 İȕįȠμȐįȦȞ, μİ ıȣȤȞȩĲȘĲĮ İțʌȠμʌȒȢ μȓĮ Ȓ įȪȠ ĳȠȡȑȢ ĲȘȞ ȘμȑȡĮ, 11 țĮĲĮȤȦȡȒıİȚȢ ıİ 7 İĳȘμİȡȓįİȢ ʌĮȞİȜȜȒȞȚĮȢ țȣțȜȠĳȠȡȓĮȢ ıİ įȚȐıĲȘμĮ 5 İȕįȠμȐįȦȞ, įȚĮȞİμȒșȘțĮȞ 800.000 ĳȣȜȜȐįȚĮ ıİ įȚȩįȚĮ ĲȡȚȫȞ ĮȣĲȠțȚȞȘĲȠįȡȩμȦȞ, ıİ ʌĮȞİʌȚıĲȒμȚĮ, țȑȞĲȡĮ ȥȣȤĮȖȦȖȓĮȢ, țĲȜ ıİ įȚȐıĲȘμĮ 8 İȕįȠμȐįȦȞ, ĮȞĮȡĲȒșȘțĮȞ 2000 ĮĳȓıİȢ ıİ ıȣȖțȠȚȞȦȞȚĮțȠȪȢ ȠȡȖĮȞȚıμȠȪȢ (ȀȉǼȁ, ǾȈǹȆ, țĲȜ) ıİ įȚȐıĲȘμĮ 8 İȕįȠμȐįȦȞ, İȞȫ țĮșǯȩȜȘ ĲȘ įȚȐȡțİȚĮ ĲȘȢ İțıĲȡĮĲİȓĮȢ ȣʌȒȡȤİ ʌȜȘȡȠĳȩȡȘıȘ ȖȚĮ ĲȘȞ İțıĲȡĮĲİȓĮ Įʌȩ ĲȘȞ ĮȞĲȓıĲȠȚȤȘ ĮȞĮȡĲȘμȑȞȘ ȚıĲȠıİȜȓįĮ.

3.1 ǹȡȚșμȩȢ ȂȘȞȣμȐĲȦȞ ĲȘȢ ǼțıĲȡĮĲİȓĮȢ țĮȚ ǺĮșμȩȢ ǻȚİȓıįȣıȘȢ ıĲȠ ȀȠȚȞȩ

3. ǹȆȅȉǼȁǼȈȂǹȉǹ

ȣʌȒȡȟĮȞ μİĲĮȟȪ ĲȦȞ įȚĮĳȩȡȦȞ ıĲĮįȓȦȞ ʌȠȣ ȠȚ İȡȦĲȘșȑȞĲİȢ șİȫȡȘıĮȞ ȩĲȚ ĮȞȒțȠȣȞ ıİ ıȤȑıȘ μİ ĲȘȞ ȠįȒȖȘıȘ țĮȚ ĲȘȞ țȩʌȦıȘ.

ȆȡȠțİȚμȑȞȠȣ ȞĮ ıȣȜȜİȤșȠȪȞ ĲĮ ĮʌĮȡĮȓĲȘĲĮ ıĲȠȚȤİȓĮ ȖȚĮ ĲȘȞ ĮȟȚȠȜȩȖȘıȘ ĲȘȢ ĮʌȠĲİȜİıμĮĲȚțȩĲȘĲĮȢ ĲȘȢ İțıĲȡĮĲİȓĮȢ, ʌȡĮȖμĮĲȠʌȠȚȒșȘțİ ȑȡİȣȞĮ İȡȦĲȘμĮĲȠȜȠȖȓȦȞ ıİ ȠįȘȖȠȪȢ Įʌȩ ȩȜȘ ıȤİįȩȞ ĲȘȞ ǼȜȜȐįĮ, ıİ įȪȠ ȤȡȠȞȚțȑȢ ĳȐıİȚȢ, ʌȡȚȞ Įʌȩ ĲȘȞ ȑȞĮȡȟȘ ĲȘȢ

2.1 ȈȤİįȚĮıμȩȢ ǹȟȚȠȜȩȖȘıȘȢ țĮȚ ǻİȓȖμĮ ǼȡȦĲȘșȑȞĲȦȞ

2. ȂǼĬȅǻȅȁȅīǿǹ

ȅȚ ıĲȩȤȠȚ ĲȘȢ İțıĲȡĮĲİȓĮȢ țĮșȠȡȓıșȘțĮȞ ıİ ʌȡȦĲİȪȠȞĲİȢ (μİȓȦıȘ ĲȦȞ ĮĲȣȤȘμȐĲȦȞ, ĲȦȞ ĲȡĮȣμĮĲȚıμȫȞ țĮȚ ĲȦȞ șĮȞȐĲȦȞ) țĮȚ ıİ įİȣĲİȡİȪȠȞĲİȢ (ĮȪȟȘıȘ ĲȘȢ ȖȞȫıȘȢ, ȕİȜĲȓȦıȘ ĲȦȞ ʌİʌȠȚșȒıİȦȞ, ĲȦȞ ʌȡȠșȑıİȦȞ, ĲȘȢ ĮȓıșȘıȘȢ ĲȠȣ țȚȞįȪȞȠȣ țĮȚ ĲȘȢ ıȣμʌİȡȚĳȠȡȐȢ), İȞȫ Ș İțıĲȡĮĲİȓĮ ȣȜȠʌȠȚȒșȘțİ ıİ ʌĮȞİȜȜȒȞȚȠ İʌȓʌİįȠ ıİ įȪȠ ȤȡȠȞȚțȐ įȚĮıĲȒμĮĲĮ, ĲȘȞ ʌİȡȓȠįȠ ĲȦȞ ȋȡȚıĲȠȣȖȑȞȞȦȞ (ǻİțȑμȕȡȚȠȢ 2008) μȑȤȡȚ ĲȠ ĲȑȜȠȢ ĲȠȣ ǿĮȞȠȣĮȡȓȠȣ 2009, țĮȚ țĮĲȐ ĲȘȞ ʌİȡȓȠįȠ ʌȡȚȞ țĮȚ μİĲȐ ĲȠ ȆȐıȤĮ (ǹʌȡȓȜȚȠȢ 2009), μİ ıȣȞȠȜȚțȒ įȚȐȡțİȚĮ ĲȠȣȢ 2 ʌİȡȓʌȠȣ μȒȞİȢ İĳĮȡμȠȖȒȢ. ȉĮ țȣȡȚȩĲİȡĮ μȑıĮ ʌȠȣ ȤȡȘıȚμȠʌȠȚȒșȘțĮȞ ȖȚĮ ĲȘȞ ʌȡȠȕȠȜȒ ĲȘȢ İțıĲȡĮĲİȓĮȢ ȒĲĮȞ Ș μİĲȐįȠıȘ ĲȘȜİȠʌĲȚțȠȪ μȘȞȪμĮĲȠȢ, Ș İțʌȠμʌȒ ȡĮįȚȠĳȦȞȚțȠȪ μȘȞȪμĮĲȠȢ, Ș įȚĮȞȠμȒ ĳȣȜȜĮįȓȦȞ, Ș ĮȞȐȡĲȘıȘ ĮĳȚıȫȞ țĮȚ ĲȠ įȚĮįȓțĲȣȠ, İȞȫ țĮĲĮȜȣĲȚțȒ ȖȚĮ ĲȘȞ İȣȡȪĲİȡȘ ʌȡȠȫșȘıȘ ĲȘȢ İțıĲȡĮĲİȓĮȢ ȒĲĮȞ Ș ıȣȞİȚıĳȠȡȐ įȚĮĳȩȡȦȞ įȘμȠıȓȦȞ țĮȚ ȚįȚȦĲȚțȫȞ ĳȠȡȑȦȞ (ȊʌȠȣȡȖİȓĮ, İĲĮȚȡİȓİȢ ĮȣĲȠțȚȞȘĲȠįȡȩμȦȞ, ȐȜȜȠȚ ıȣȖțȠȚȞȦȞȚĮțȠȓ ȠȡȖĮȞȚıμȠȓ țĮȚ İĲĮȚȡİȓİȢ ʌȠȣ įȡĮıĲȘȡȚȠʌȠȚȠȪȞĲĮȚ ıĲȠȞ ĲȠμȑĮ ĲȦȞ μİĲĮĳȠȡȫȞ ȖİȞȚțȩĲİȡĮ).

Ǿ țȪȡȚĮ ȠμȐįĮ ıĲȩȤȠȣ ĲȘȢ İțıĲȡĮĲİȓĮȢ ȒĲĮȞ ȠȚ İʌĮȖȖİȜμĮĲȓİȢ ȠįȘȖȠȓ (ȠįȘȖȠȓ ĳȠȡĲȘȖȫȞ, ĲĮȟȓ, ȜİȦĳȠȡİȓȦȞ) , ĮȜȜȐ țĮȚ ȠȚ ȣʌȩȜȠȚʌİȢ ȠμȐįİȢ ȠįȘȖȫȞ, ȠȚ ȠʌȠȓȠȚ, İȓĲİ ĮȚıșȐȞȠȞĲĮȚ ȞĮ İʌȑȡȤİĲĮȚ țȩʌȦıȘ țĮĲȐ ĲȘ įȚȐȡțİȚĮ ĲȘȢ ȠįȒȖȘıȘȢ, İȓĲİ ȟİțȚȞȠȪȞ ȑȞĮ ĲĮȟȓįȚ ȩȞĲĮȢ ȒįȘ țȠȣȡĮıμȑȞȠȚ. Ǿ įȚİșȞȒȢ ȕȚȕȜȚȠȖȡĮĳȓĮ țĮĲĮȖȡȐĳİȚ ĲȘȞ ȠμȐįĮ ĲȦȞ İʌĮȖȖİȜμĮĲȚȫȞ ȠįȘȖȫȞ ȦȢ ȚįȚĮȓĲİȡĮ ȡȚȥȠțȓȞįȣȞȘ (NTSB, 1995 ), țĮȚ ȠȚ țȪȡȚȠȚ ȜȩȖȠȚ İȓȞĮȚ Ș ʌȠȜȪȦȡȘ ȠįȒȖȘıȘ ıİ ȫȡİȢ μȐȜȚıĲĮ ʌȠȣ Ƞ ȠȡȖĮȞȚıμȩȢ ȑȤİȚ ıȣȞȘșȓıİȚ ȞĮ țȠȚμȐĲĮȚ Ȓ ȞĮ ĮȞĮʌĮȪİĲĮȚ - ȞȣȤĲİȡȚȞȑȢ, μİıȘμİȡȚĮȞȑȢ, «ʌȡȫĲİȢ» ʌȡȦȚȞȑȢ (Home and Reyner, 1995; Langlois et al, 1985; Sagberg, 1999).

ȅ țȪȡȚȠȢ ıĲȩȤȠȢ ĲȘȢ ıȣȖțİțȡȚμȑȞȘȢ İțıĲȡĮĲİȓĮȢ ȒĲĮȞ Ș ĮĳȪʌȞȚıȘ ĲȦȞ ȤȡȘıĲȫȞ ĲȦȞ ȠįȫȞ țĮȚ Ș ʌĮȡȠȤȒ ĲȘȢ ĮʌĮȡĮȓĲȘĲȘȢ ʌȜȘȡȠĳȩȡȘıȘȢ ıĲȠ șȑμĮ ĲȘȢ țȩʌȦıȘȢ țĮĲȐ ĲȘȞ ȠįȒȖȘıȘ. ȊʌȐȡȤİȚ ȑȞĲȠȞȘ Ș ĮȞȐȖțȘ ȠȚ ȠįȘȖȠȓ ȞĮ μʌȠȡȠȪȞ ȞĮ ĮȞĮȖȞȦȡȓȗȠȣȞ ĲĮ ıȘμȐįȚĮ ĲȘȢ țȩʌȦıȘȢ ıĲȘȞ țĮșȘμİȡȚȞȒ ĲȠȣȢ ȠįȒȖȘıȘ, țĮșȫȢ Ș İμʌİȚȡȓĮ įİȓȤȞİȚ ȩĲȚ ʌȠȜȜȠȓ ȠįȘȖȠȓ įİȞ ȖȞȦȡȓȗȠȣȞ Ȓ įİȞ ʌĮȡĮįȑȤȠȞĲĮȚ ȩĲȚ țȠȣȡȐȗȠȞĲĮȚ țĮĲȐ ĲȘ įȚȐȡțİȚĮ ĲȘȢ ȠįȒȖȘıȘȢ. ȅ μĮțȡȠʌȡȩșİıμȠȢ, ȕȑȕĮȚĮ, țĮȚ ʌİȡȚııȩĲİȡȠ İʌȚșȣμȘĲȩȢ ıĲȩȤȠȢ İȓȞĮȚ Ș μİȓȦıȘ ĲȦȞ ĮĲȣȤȘμȐĲȦȞ, ĲȦȞ ĲȡĮȣμĮĲȚıμȫȞ țĮȚ ĲȦȞ șĮȞȐĲȦȞ ȜȩȖȦ țȩʌȦıȘȢ.

Ǿ țȩʌȦıȘ țĮĲȐ ĲȘȞ ȠįȒȖȘıȘ ĮʌȠĲİȜİȓ ȑȞĮȞ ıȘμĮȞĲȚțȩ ʌĮȡȐȖȠȞĲĮ ʌȡȩțȜȘıȘȢ ĮĲȣȤȘμȐĲȦȞ, ĲȡĮȣμĮĲȚıμȫȞ țĮȚ șĮȞȐĲȦȞ. ȈĲȘȞ ǼȜȜȐįĮ, įȣıĲȣȤȫȢ, įİȞ ȣʌȐȡȤȠȣȞ ıȣȖțİțȡȚμȑȞĮ ıĲĮĲȚıĲȚțȐ ıĲȠȚȤİȓĮ ʌȠȣ ȞĮ țĮĲĮįİȚțȞȪȠȣȞ ĲȘ ıȠȕĮȡȩĲȘĲĮ ĲȠȣ ʌȡȠȕȜȒμĮĲȠȢ, ʌĮȡȐ μȩȞȠ ȖȓȞİĲĮȚ ĮȞĮĳȠȡȐ ıĲȘȞ țȩʌȦıȘ ȦȢ μȚĮ Įʌȩ ĲȚȢ țȣȡȚȩĲİȡİȢ μȠȡĳȑȢ ʌĮȡȐȞȠμȘȢ ȠįȒȖȘıȘȢ. ȍıĲȩıȠ, ıİ įȚİșȞȑȢ İʌȓʌİįȠ, ȖȓȞȠȞĲĮȚ ıȣȖțİțȡȚμȑȞİȢ ĮȞĮĳȠȡȑȢ ıĲȘ ıȘμĮȞĲȚțȩĲȘĲĮ Ȓ ıĲȘ ıȣȤȞȩĲȘĲĮ ĲȘȢ țȩʌȦıȘȢ ȦȢ ʌĮȡȐȖȠȞĲĮ ʌȡȩțȜȘıȘȢ ĲȡȠȤĮȓȦȞ ĮĲȣȤȘμȐĲȦȞ. ǼȞįİȚțĲȚțȐ, ıĲȠ ǾȞȦμȑȞȠ ǺĮıȓȜİȚȠ, ĲȠ 20% ĲȦȞ ĮĲȣȤȘμȐĲȦȞ ıİ ĮȣĲȠțȚȞȘĲȩįȡȠμȠȣȢ ȠĳİȓȜİĲĮȚ ıĲȘȞ țȩʌȦıȘ (Home & Reyner, 2000), İȞȫ ıĲȚȢ ǾȞȦμȑȞİȢ ȆȠȜȚĲİȓİȢ ĲȘȢ ǹμİȡȚțȒȢ ĲȠ ĮȞĲȓıĲȠȚȤȠ ʌȠıȠıĲȩ ĮȞȑȡȤİĲĮȚ ıĲȠ 17% (Johnson, 1998). ȈĲȘȞ ǹȣıĲȡĮȜȓĮ ıȤİĲȚțȒ ȑȡİȣȞĮ (VicRoads, 2009) İțĲȓμȘıİ ȩĲȚ ĲȠ 25-35% ĲȦȞ ĲȡȠȤĮȓȦȞ ȠĳİȓȜİĲĮȚ ıĲȘȞ țȩʌȦıȘ țĮȚ ĲȘȞ ȣʌȞȘȜȓĮ, İȞȫ ıĲȘ īİȡμĮȞȓĮ, μİȜȑĲȘ (Hell et al, 1995) țĮĲȑįİȚȟİ ȩĲȚ Ș ĮʌȩıʌĮıȘ ĲȘȢ ʌȡȠıȠȤȒȢ țĮȚ Ș țȩʌȦıȘ ʌȡȠțĮȜȠȪȞ ĲȠ 35% ĲȦȞ șĮȞĮĲȘĳȩȡȦȞ ĮĲȣȤȘμȐĲȦȞ ıĲȠȣȢ ĮȣĲȠțȚȞȘĲȩįȡȠμȠȣȢ.

5.74

2.99 2.46

5.23

1499

2000 1499

1.82 1.51

2.15

1.79

1.46

1.63 1.4 1.99 1.99 1.77 1.68 2.04 1.95 1.48

1.87 1.71

1.8

1.8

1.49

2.3

1.19

1.51

0.98

1.06

1.0

1.17

1.37 1.59

0.77

1.09

1.8

2.25

1.6

1.57

1.96

2.02 1.96 1.97

0*

0*

0.14

-4.18

1.49

9.323

0*

0*

0*

-7.17

0*

0.46

-9.89

-3.62

0*

0*

0*

0*

0.09

0*

0*

0*

0.05*

-0.75

9.64

15.04

-4.02

-8.67

-4.45

-7.79

-4.95

-8.22

1.92

4.38

0*

0.65

-0.45

p-value

4.79

t-value

Hell, W., et al. (1997). Road Inattention and Other Causative Factors in Fatal Highway Crashes. Proceedings of the 41th Annual Conference of the Association for the Advancement of Automotive Medicine, Orlando, USA, November 10-11, 1997. Home, J. & Reyner, L. (1995). Sleep Related Vehicle Accidents, British Medical Journal Vol. 310, March 1995. Home, J. & Reyner, L. (2000). Sleep Related Vehicle Accidents, Sleep Research Laboratory, Loughborough University, 2000. Johnson, K. (1998). Put Drowsy Driving to Rest, Traffic Safety 1998/05, National Safety Council, USA, 1998. Langlois, P.H., Smolensky, M.H., Hsi, B.P., Weir, F.W., (1985). Temporal patterns of reported single-vehicle car and truck accidents in Texas, USA, during 1980-1983. Chronobiol. Int. 2, 131-140. NCSDR/NHTSA Expert Panel on Driver Fatigue & Sleepiness; Drowsy Driving and Automobile Crashes, Report HS 808 707, 1998. Prochaska, J. O.& DiClemente, C.C. (1983).Stages and processes of self-change of smoking. Toward an integrative model of change. Journal of Consulting and Clinical Psychology, 51, 390-395. Rosenstock, I.M. (1996). Why people use health services. Millbank Memorial Fund Quarterly, 44, 94-127;Rosenstock, I.M. (1974). The Health belief model and preventive health behaviour. Health Education Monographs, 2, 354-386. Sagberg, F. (1996). Road Accidents Caused by Drivers Falling Asleep. Accident Analysis and Prevention, Vol. 31, No. 6, 1999. VicRoads Road Accident Factsheet, (ıĲȚȢ 13/4/2009), www.vicroads.vic.gov.au/road_safe/index.htm.

ǺȚȕȜȚȠȖȡĮĳȚțȑȢ ĮȞĮĳȠȡȑȢ

īȚĮ ĲȘȞ ʌĮȡȠȪıĮ İȡȖĮıȓĮ ȤȡȘıȚμȠʌȠȚȒșȘțĮȞ ĲĮ ĮʌȠĲİȜȑıμĮĲĮ ĲȠȣ İȣȡȦʌĮȧțȠȪ İȡİȣȞȘĲȚțȠȪ ȑȡȖȠȣ CAST (Campaigns and Awareness-raising Strategies in Traffic Safety) ʌȠȣ ȤȡȘμĮĲȠįȠĲİȓĲĮȚ Įʌȩ ĲȠ 6Ƞ ȆȡȩȖȡĮμμĮ ȆȜĮȓıȚȠ ĲȘȢ ǼȣȡȦʌĮȧțȒȢ ǼʌȚĲȡȠʌȒȢ (2006-2009), ıĲȠ ȠʌȠȓȠ ıȣμμİĲȑȤİȚ ĲȠ ȆĮȞİʌȚıĲȒμȚȠ ĬİııĮȜȓĮȢ ȦȢ İĲĮȓȡȠȢ. ȅȚ ıȣȖȖȡĮĳİȓȢ İțĳȡȐȗȠȣȞ ĲȚȢ İȣȤĮȡȚıĲȓİȢ ĲȠȣȢ ĲȩıȠ ıĲȘȞ țȠȚȞȠʌȡĮȟȓĮ ĲȠȣ CAST, ȩıȠ țĮȚ ıĲȘȞ ǼȣȡȦʌĮȧțȒ ǼʌȚĲȡȠʌȒ, țĮșȫȢ țĮȚ ıİ ȩȜȠȣȢ ĲȠȣȢ ȣʌȠıĲȘȡȚțĲȑȢ ĲȘȢ ʌĮȞİȜȜȒȞȚĮȢ İțıĲȡĮĲİȓĮȢ.

ǼȣȤĮȡȚıĲȓİȢ

ǹʌȩ ĲȠȞ ʌĮȡĮʌȐȞȦ ʌȓȞĮțĮ ʌȡȠțȪʌĲİȚ ȩĲȚ, ıĲĮĲȚıĲȚțȐ ıȘμĮȞĲȚțȑȢ įȚĮĳȠȡȑȢ, ʌȡȚȞ țĮȚ țĮĲȐ ĲȘ įȚȐȡțİȚĮ ĲȘȢ İțıĲȡĮĲİȓĮȢ, ʌĮȡȠȣıȚȐȗȠȞĲĮȚ ıĲȠ ıȪȞȠȜȠ ıȤİįȩȞ ĲȦȞ μİĲĮȕȜȘĲȫȞ ʌȠȣ İȟİĲȐıșȘțĮȞ. ȆȚȠ ĮȞĮȜȣĲȚțȐ, ȩȜİȢ ȠȚ ʌĮȡȐμİĲȡȠȚ ʌȠȣ İȟİĲȐȗȠȣȞ ĲȚȢ ʌȡȠșȑıİȚȢ ʌĮȡȠȣıȚȐȗȠȣȞ ıĲĮĲȚıĲȚțȐ ıȘμĮȞĲȚțȑȢ įȚĮĳȠȡȑȢ ʌȡȚȞ țĮȚ țĮĲȐ ĲȘ įȚȐȡțİȚĮ ĲȘȢ İțıĲȡĮĲİȓĮȢ, İȞȫ ıȘμİȚȫșȘțİ, İʌȓıȘȢ, įȚĮĳȠȡȐ ıİ μȚĮ Įʌȩ ĲȚȢ įȪȠ ʌĮȡĮμȑĲȡȠȣȢ ĲȘȢ ĮȓıșȘıȘȢ ĲȠȣ țȚȞįȪȞȠȣ. ȈĲȠ ıȪȞȠȜȠ ĲȦȞ 6 ʌĮȡĮμȑĲȡȦȞ ʌȠȣ ıȤİĲȓȗȠȞĲĮȚ μİ ĲȚȢ ʌİʌȠȚșȒıİȚȢ, ȠȚ 5 Įʌȩ ĮȣĲȑȢ ʌĮȡȠȣıȓĮıĮȞ ıĲĮĲȚıĲȚțȐ ıȘμĮȞĲȚțȑȢ įȚĮĳȠȡȑȢ, țĮĲĮįİȚțȞȪȠȞĲĮȢ μİ ĮȣĲȩ ĲȠȞ ĲȡȩʌȠ ĲȘ șİĲȚțȒ

ȆȡȚȞ ȀĮĲȐ ĲȘ įȚȐȡțİȚĮ

2000

5.85

1499


5.59 6.11 4.68 4.73 4.8 5.0 4.65 4.93 5.93

2000 1499 2000 1499 2000 1499 2000 1499 2000

ȆȡȚȞ ȀĮĲȐ ĲȘ įȚȐȡțİȚĮ ȆȡȚȞ ȀĮĲȐ ĲȘ įȚȐȡțİȚĮ ȆȡȚȞ ȀĮĲȐ ĲȘ įȚȐȡțİȚĮ ȆȡȚȞ ȀĮĲȐ ĲȘ įȚȐȡțİȚĮ ȆȡȚȞ ȀĮĲȐ ĲȘ įȚȐȡțİȚĮ

3.44 2.9

2000 1499

4.03

1499

5.92

4.97

2000

1499

6.35

5.65

5.94

1499

2000

2000

6.51

1499





6.36

6.19

6.49

2000

2000

1499



6.76

6.24 6.45

1499

2000 1499

6.49

2000

4.32

1499

5.47

4.46

2000

1499

4.57

5.71

1499

2000

4.27 3.94 4.54

2000 1499 2000





ȆȡȚȞ ȀĮĲȐ ĲȘ įȚȐȡțİȚĮ ȆȡȚȞ ȀĮĲȐ ĲȘ įȚȐȡțİȚĮ

ȈȪȞȠȜȠ ȠįȘȖȫȞ ʌȡȚȞ țĮȚ țĮĲȐ ĲȘ įȚȐȡțİȚĮ ĲȘȢ İțıĲȡĮĲİȓĮȢ ȂİĲȡȒıİȚȢ ȃ Ȃ SD

ȆİʌȠȚșȒıİȚȢ ȉȠ ȞĮ ʌȓȞȦ țĮĳȑ μİȚȫȞİȚ Ȓ ĮʌȠĲȡȑʌİȚ ĲȘȞ țȩʌȦıȘ țĮĲȐ ĲȘ įȚȐȡțİȚĮ ĲȘȢ ȠįȒȖȘıȘȢ ȉȠ ȞĮ μȚȜȫ μİ ĲȠȣȢ ıȣȞİʌȚȕȐĲİȢ μİȚȫȞİȚ Ȓ ĮʌȠĲȡȑʌİȚ ĲȘȞ țȩʌȦıȘ țĮĲȐ ĲȘ įȚȐȡțİȚĮ ĲȘȢ ȠįȒȖȘıȘȢ ȉȠ ȞĮ ʌĮȓȡȞȦ țĮșĮȡȩ ĮȑȡĮ ĮȞȠȓȖȠȞĲĮȢ ĲȠ ʌĮȡȐșȣȡȠ μİȚȫȞİȚ Ȓ ĮʌȠĲȡȑʌİȚ ĲȘȞ țȩʌȦıȘ țĮĲȐ ĲȘ įȚȐȡțİȚĮ ĲȘȢ ȠįȒȖȘıȘȢ ȉȠ ȞĮ ĮțȠȪȦ μȠȣıȚțȒ μİȚȫȞİȚ Ȓ ĮʌȠĲȡȑʌİȚ ĲȘȞ țȩʌȦıȘ țĮĲȐ ĲȘ įȚȐȡțİȚĮ ĲȘȢ ȠįȒȖȘıȘȢ ȉȠ ȞĮ ıĲĮμĮĲȫ țĮȚ ȞĮ ȟİțȠȣȡȐȗȠμĮȚ ȖȚĮ 15 ȜİʌĲȐ İȓȞĮȚ Ș țĮȜȪĲİȡȘ ȜȪıȘ ȖȚĮ ĲȘȞ țȩʌȦıȘ ȉȠ ȞĮ ʌȡȠȖȡĮμμĮĲȓȗȦ ĲȠ ĲĮȟȓįȚ μȠȣ ȕȠȘșȐİȚ ıĲȘȞ ĮȞĲȚμİĲȫʌȚıȘ ĲȘȢ țȩʌȦıȘȢ ǹȓıșȘıȘ ĲȠȣ țȚȞįȪȞȠȣ ǼȐȞ ȠįȘȖİȓȢ țȠȣȡĮıμȑȞȠȢ, ʌȩıȠ ȡȚȥȠțȓȞįȣȞȠ İȓȞĮȚ ȞĮ İμʌȜĮțİȓȢ Ȓ ȞĮ ʌȡȠțĮȜȑıİȚȢ ĮĲȪȤȘμĮ ; ǼȐȞ ȠȚ ȐȜȜȠȚ ȠįȘȖȠȓ ȠįȘȖȠȪȞ țȠȣȡĮıμȑȞȠȚ, ʌȩıȠ ȡȚȥȠțȓȞįȣȞȠ İȓȞĮȚ ȞĮ İμʌȜĮțȠȪȞ ıİ ĮĲȪȤȘμĮ; ȆȡȠșȑıİȚȢ ȈțȠʌİȪȦ ȞĮ ıĲĮμĮĲȫ țĮȚ ȞĮ ȟİțȠȣȡȐȗȠμĮȚ ȩĲĮȞ ȞȚȫșȦ țȠȣȡĮıμȑȞȠȢ ĲȠȞ İʌȩμİȞȠ μȒȞĮ ȈțȠʌİȪȦ ȞĮ ʌȡȠȖȡĮμμĮĲȓȗȦ ĲȠ ĲĮȟȓįȚ μȠȣ ĲȠȞ İʌȩμİȞȠ μȒȞĮ (ʌ.Ȥ. ȞĮ țȠȚμȐμĮȚ țĮȜȐ ʌȡȚȞ ȟİțȚȞȒıȦ, țĲȜ) ȆȩıȠ ʌȚșĮȞȩ İȓȞĮȚ ȞĮ ĮțȠȜȠȣșȒıİĲİ ȐȜȜĮ μȑĲȡĮ ĮȞĲȚμİĲȫʌȚıȘȢ ĲȘȢ țȩʌȦıȘȢ ȩĲĮȞ ȞȚȫıİĲİ țȠȣȡĮıμȑȞȠȢ ĲȠȞ İʌȩμİȞȠ μȒȞĮ; ȆȩıȠ ʌȚșĮȞȩ İȓȞĮȚ ȞĮ ȠįȘȖȒıİĲİ ĮȞ țĮȚ țȠȣȡĮıμȑȞȠȢ ĲȠȞ İʌȩμİȞȠ μȒȞĮ; ȈȣμʌİȡȚĳȠȡȐ ǵĲĮȞ țȠȣȡȐȗȠμĮȚ țĮĲȐ ĲȘ įȚȐȡțİȚĮ ĲȘȢ ȠįȒȖȘıȘȢ, ıĲĮμĮĲȫ țĮȚ ȟİțȠȣȡȐȗȠμĮȚ ǵĲĮȞ țȠȣȡȐȗȠμĮȚ țĮĲȐ ĲȘ įȚȐȡțİȚĮ ĲȘȢ ȠįȒȖȘıȘȢ, ʌȓȞȦ țĮĳȑ ǵĲĮȞ țȠȣȡȐȗȠμĮȚ țĮĲȐ ĲȘ įȚȐȡțİȚĮ ĲȘȢ ȠįȒȖȘıȘȢ, ĮțȠȪȦ μȠȣıȚțȒ ǵĲĮȞ țȠȣȡȐȗȠμĮȚ țĮĲȐ ĲȘ įȚȐȡțİȚĮ ĲȘȢ ȠįȒȖȘıȘȢ, μȚȜȫ ıĲȠȣȢ ıȣȞİʌȚȕȐĲİȢ ǵĲĮȞ țȠȣȡȐȗȠμĮȚ țĮĲȐ ĲȘ įȚȐȡțİȚĮ ĲȘȢ ȠįȒȖȘıȘȢ, ĮȞȠȓȖȦ ĲȠ ʌĮȡȐșȣȡȠ ȖȚĮ țĮșĮȡȩ ĮȑȡĮ ȈĲȠȞ İʌȩμİȞȠ μȒȞĮ , ȩĲĮȞ ȞȚȫıȦ țȠȣȡĮıμȑȞȠȢ įİȞ șĮ ȠįȘȖȒıȦ țĮșȩȜȠȣ Ȓ șĮ įȚĮțȩȥȦ ĲȠ ĲĮȟȓįȚ μȠȣ ȆȩıȠ ıȣȤȞȐ ĲȠȞ ĲİȜİȣĲĮȓȠ μȒȞĮ ȑȤİĲİ ȠįȘȖȒıİȚ, İȞȫ İȓıĲİ țȠȣȡĮıμȑȞȠȚ;

ȂİĲĮȕȜȘĲȒ

ȆȓȞĮțĮȢ 1: ȈȪȖțȡȚıȘ ĲȚμȫȞ ĲȦȞ μİĲĮȕȜȘĲȫȞ ʌȡȚȞ țĮȚ țĮĲȐ ĲȘ įȚȐȡțİȚĮ ĲȘȢ İțıĲȡĮĲİȓĮȢ

İʌȚıȘμĮȓȞİȚ ĲȘ ıĲĮĲȚıĲȚțȐ ıȘμĮȞĲȚțȒ įȚĮĳȠȡȐ ıĲȚȢ μİĲȡȒıİȚȢ, ȖȚĮ ĲȚμȑȢ ĲȘȢ p-value μȚțȡȩĲİȡİȢ ĲȠȣ 5%.

ȆİʌȠȚșȒıİȚȢ 0.64

ȂİĲĮȕȜȘĲȒ ǹȓıșȘıȘ ĲȠȣ țȓȞįȣȞȠȣ 0.98

ȆȓȞĮțĮȢ 2: ȉȚμȑȢ ĲȘȢ Cronbach a ȆȡȠșȑıİȚȢ 0.66

ȈȣμʌİȡȚĳȠȡȐ ȆİʌȠȚșȒıİȚȢ ǹȓıșȘıȘ ĲȠȣ țȓȞįȣȞȠȣ ȆȡȠșȑıİȚȢ

ȈȣμʌİȡȚĳȠȡȐ 1.00 0.701 0.186 0.517

ȆİʌȠȚșȒıİȚȢ 0.701 1.00 0.159 0.376

ǹȓıșȘıȘ ĲȠȣ țȓȞįȣȞȠȣ 0.186 0.159 1.00 0.233

ȆȓȞĮțĮȢ 3: ȈȣȞĲİȜİıĲȑȢ ıȣıȤȑĲȚıȘȢ μİĲĮȟȪ ĲȦȞ μİĲĮȕȜȘĲȫȞ ȆȡȠșȑıİȚȢ 0.517 0.379 0.233 1.00

ǹʌȩ ĲȠȞ ȑȜİȖȤȠ ıȣıȤȑĲȚıȘȢ μİĲĮȟȪ ĲȦȞ ʌĮȡĮμȑĲȡȦȞ, ʌȡȠıįȚȠȡȓȗȠȞĲĮȚ țĮȚ ȠȚ įȣȞĮĲȠȓ ıȣȞįȣĮıμȠȓ ĮȣĲȫȞ μȑıĮ ıĲĮ μȠȞĲȑȜĮ ȖȡĮμμȚțȒȢ ʌĮȜȚȞįȡȩμȘıȘȢ, ȫıĲİ ȞĮ ĮʌȠĳİȣȤșİȓ Ș ĮȜȜȘȜİʌȓįȡĮıȘ μİĲĮȟȪ ĲȦȞ ĮȞİȟȐȡĲȘĲȦȞ μİĲĮȕȜȘĲȫȞ (ȆȓȞĮțĮȢ 3).

ȉȚμȒ a

ȈȣμʌİȡȚĳȠȡȐ 0.6

ȆȡĮȖμĮĲȠʌȠȚȒșȘțĮȞ įȪȠ ʌİȚȡȐμĮĲĮ μİ İȟĮȡĲȘμȑȞȘ μİĲĮȕȜȘĲȒ ĲȘ ıȣμʌİȡȚĳȠȡȐ. ȈĲȠ ʌȡȫĲȠ ʌİȓȡĮμĮ İȜȑȖȤșȘțİ Ș İʌȚȡȡȠȒ ĲȦȞ ʌİʌȠȚșȒıİȦȞ țĮȚ ĲȘȢ ĮȓıșȘıȘȢ ĲȠȣ țȓȞįȣȞȠȣ ıĲȘ ıȣμʌİȡȚĳȠȡȐ, İȞȫ ıĲȠ įİȪĲİȡȠ ʌȡȠıĲȑșȘțĮȞ ȠȚ ʌȡȠșȑıİȚȢ ıĲȚȢ ĮȞİȟȐȡĲȘĲİȢ μİĲĮȕȜȘĲȑȢ. ȍıĲȩıȠ, ʌȡȚȞ ĲȘȞ İĳĮȡμȠȖȒ ĲȦȞ ʌİȚȡĮμȐĲȦȞ, ȠȚ įȚȐĳȠȡİȢ μİĲĮȕȜȘĲȑȢ ʌȠȣ ʌİȡȚȖȡȐĳȠȣȞ ĲȘȞ ȓįȚĮ ʌĮȡȐμİĲȡȠ, ȠμĮįȠʌȠȚȒșȘțĮȞ μİ țȡȚĲȒȡȚȠ ĲȘȞ ĲȚμȒ Cronbach a (İțĲȓμȘıȘ ĮȟȚȠʌȚıĲȓĮȢ), țĮȚ İĳȩıȠȞ ĮȣĲȒ ȒĲĮȞ μİȖĮȜȪĲİȡȘ ĲȠȣ 0,6 ȖȚȞȩĲĮȞ Ș ȠμĮįȠʌȠȓȘıȘ. ǹʌȩ ĲȠȞ ȑȜİȖȤȠ ĲȘȢ Cronbach a (ʌȓȞĮțĮȢ 2) ʌȡȠȑțȣȥĮȞ ȠȚ ĲȑııİȡȚȢ ʌĮȡȐμİĲȡȠȚ ĲȦȞ μȠȞĲȑȜȦȞ ȖȡĮμμȚțȒȢ ʌĮȜȚȞįȡȩμȘıȘȢ, įȘȜĮįȒ Ș ıȣμʌİȡȚĳȠȡȐ ȦȢ İȟĮȡĲȘμȑȞȘ μİĲĮȕȜȘĲȒ țĮȚ ȠȚ ʌİʌȠȚșȒıİȚȢ, ʌȡȠșȑıİȚȢ țĮȚ ĮȓıșȘıȘ ĲȠȣ țȚȞįȪȞȠȣ, ȦȢ ȠȚ ĮȞİȟȐȡĲȘĲİȢ μİĲĮȕȜȘĲȑȢ.

ȆĮȡĮțȐĲȦ ʌĮȡȠȣıȚȐȗȠȞĲĮȚ ĲĮ μȠȞĲȑȜĮ ʌȠȣ ĮȞĮʌĲȪȤșȘțĮȞ ȖȚĮ ĲȘȞ ȠμȐįĮ ĲȦȞ İȡȦĲȘșȑȞĲȦȞ ʌȠȣ įȒȜȦıĮȞ ȩĲȚ İȓȤĮȞ ȖȞȫıȘ ĲȘȢ İțıĲȡĮĲİȓĮȢ țĮȚ ĲȦȞ μȘȞȣμȐĲȦȞ ĮȣĲȒȢ, ĲĮ ȠʌȠȓĮ țĮĲȑįİȚȟĮȞ țĮȚ ĲȘ μİȖĮȜȪĲİȡȘ įȣȞĮĲȩĲȘĲĮ ʌȡȩȕȜİȥȘȢ ĲȘȢ ıȣμʌİȡȚĳȠȡȐȢ.

ǹȞĮʌĲȪȤșȘțĮȞ μȠȞĲȑȜĮ ȖȡĮμμȚțȒȢ ʌĮȜȚȞįȡȩμȘıȘȢ șİȦȡȫȞĲĮȢ įȚĮĳȠȡİĲȚțȑȢ ȠμȐįİȢ ȤȡȘıĲȫȞ, ʌ.Ȥ. İʌĮȖȖİȜμĮĲȓİȢ ȠįȘȖȠȓ, ȠįȘȖȠȓ, ȖȞȫıĲİȢ ĲȘȢ İțıĲȡĮĲİȓĮȢ Ȓ ȩȤȚ țĮȚ ȤȡȠȞȚțȑȢ ʌİȡȚȩįȠȣȢ, įȘȜĮįȒ ʌȡȚȞ Ȓ țĮĲȐ ĲȘ įȚȐȡțİȚĮ ĲȘȢ İțıĲȡĮĲİȓĮȢ.

Ǿ İʌȓįȡĮıȘ ĲȦȞ ʌİʌȠȚșȒıİȦȞ, ĲȘȢ ĮȓıșȘıȘȢ ĲȠȣ țȓȞįȣȞȠȣ țĮȚ ĲȦȞ ʌȡȠșȑıİȦȞ ıĲȘ ıȣμʌİȡȚĳȠȡȐ ĲȦȞ ȠįȘȖȫȞ İȟİĲȐıĲȘțİ μȑıȦ ĲȘȢ μİșȩįȠȣ ʌȠȜȜĮʌȜȒȢ ȖȡĮμμȚțȒȢ ʌĮȜȚȞįȡȩμȘıȘȢ.

3.3 ȈȣıȤȑĲȚıȘ ȆĮȡĮμȑĲȡȦȞ

İʌȓįȡĮıȘ ĲȘȢ İțıĲȡĮĲİȓĮȢ țĮȚ ĲȦȞ μȘȞȣμȐĲȦȞ ĮȣĲȒȢ ȖȚĮ ĲȘ ıȦıĲȒ ĮȞĲȚμİĲȫʌȚıȘ ĲȘȢ țȩʌȦıȘȢ (ʌȡȠȖȡĮμμĮĲȚıμȩȢ ĲȦȞ ĲĮȟȚįȚȫȞ Ȓ įȚĮțȠʌȒ ĲȘȢ ȠįȒȖȘıȘȢ ȖȚĮ ȠȜȚȖȩȜİʌĲȘ ȟİțȠȪȡĮıȘ). ǵıȠȞ ĮĳȠȡȐ ĲȘ ıȣμʌİȡȚĳȠȡȐ, įȚȑĳİȡĮȞ ȠȚ 5 Įʌȩ ĲȚȢ 7 ʌĮȡĮμȑĲȡȠȣȢ ʌȠȣ İȟİĲȐıșȘțĮȞ, ʌȡȚȞ țĮȚ țĮĲȐ ĲȘ įȚȐȡțİȚĮ ĲȘȢ İĳĮȡμȠȖȒȢ ĲȘȢ İțıĲȡĮĲİȓĮȢ. ȉĮ ĮʌȠĲİȜȑıμĮĲĮ ȑįİȚȟĮȞ ȩĲȚ ȠȚ ȠįȘȖȠȓ șİȦȡȠȪȞ ʌȦȢ ĲȠ ȞĮ ʌȓȞȠȣȞ țĮĳȑ Ȓ ȞĮ ĮȞȠȓȖȠȣȞ ĲȠ ʌĮȡȐșȣȡȠ ĲȠȣȢ ȖȚĮ țĮșĮȡȩ ĮȑȡĮ, μʌȠȡȠȪȞ ȞĮ ĮʌȠĲİȜȑıȠȣȞ ĮʌȠĲİȜİıμĮĲȚțȑȢ ȜȪıİȚȢ ȖȚĮ ĲȘȞ țȩʌȦıȘ, İȞȫ ĲĮ țȪȡȚĮ μȑĲȡĮ ĮȞĲȚμİĲȫʌȚıȘȢ ĲȘȢ țȩʌȦıȘȢ ʌȠȣ ʌȡȠȦșȒșȘțĮȞ Įʌȩ ĲȘȞ İțıĲȡĮĲİȓĮ ȒĲĮȞ Ƞ ʌȡȠȖȡĮμμĮĲȚıμȩȢ ĲȦȞ ĲĮȟȚįȚȫȞ țĮȚ Ș ȠȜȚȖȩȜİʌĲȘ įȚĮțȠʌȒ ĲȘȢ ȠįȒȖȘıȘȢ ȖȚĮ ȟİțȠȪȡĮıȘ.

0.070

0.288

0.025

0.587

0.076

0.689

Standardized coefficients Beta

3. ȈȊȂȆǼȇǹȈȂǹȉǹ

0.053

0.033 0.264

0.506 0.059

0.074

0.532 0.059

-0.201 0.611

0.099

0.298 0.716

Std. Error

Unstandardized coefficients B

Adjusted R2 0.497 0.565

t

F 78.43 68.44

4.988

0.464

-0.397 10.327

1.336

0.56 12.083

ȆȓȞĮțĮȢ 5: ȈĲĮĲȚıĲȚțȐ ĮȟȚȠʌȚıĲȓĮ μȠȞĲȑȜȦȞ

R2 0.705 0.752

ȆȓȞĮțĮȢ 4: ȈĲĮĲȚıĲȚțȒ ĮțȡȓȕİȚĮ μȠȞĲȑȜȦȞ

Sig.

0.000

0.643

0.692 0.000

0.183

0.5765 0.000

Ȉİ ȖİȞȚțȑȢ ȖȡĮμμȑȢ, Ș ʌĮȞİȜȜȒȞȚĮ İțıĲȡĮĲİȓĮ ȖȚĮ ĲȘȞ țȩʌȦıȘ ĲȦȞ ȠįȘȖȫȞ ȣȜȠʌȠȚȒșȘțİ ıİ ȚțĮȞȠʌȠȚȘĲȚțȩ ȕĮșμȩ Įʌȩ ĲȘȞ ȐʌȠȥȘ ĲȦȞ įȡĮıĲȘȡȚȠĲȒĲȦȞ Ȓ ĲȦȞ İȞİȡȖİȚȫȞ ʌȡȠȕȠȜȒȢ țĮȚ įȚȠȤȑĲİȣıȘȢ ıĲȠ țȠȚȞȩ ĲȦȞ ĮʌĮȡĮȓĲȘĲȦȞ ʌȜȘȡȠĳȠȡȚȫȞ. ȉȠ ʌȠıȠıĲȩ ĲȠȣ țȠȚȞȠȪ ʌȠȣ İȓįİ Ȓ ȐțȠȣıİ ȖȚĮ ĲȘȞ İțıĲȡĮĲİȓĮ, μȑȤȡȚ ĲȘ ıĲȚȖμȒ ıȣȜȜȠȖȒȢ ĲȦȞ ıĲȠȚȤİȓȦȞ ʌȠȣ ȤȡȘıȚμȠʌȠȚȠȪȞĲĮȚ ıĲȘȞ ʌĮȡȠȪıĮ İȡȖĮıȓĮ ȣʌȠȜȠȖȓıĲȘțİ ıĲȠ 11%. Ǽțțȡİμİȓ, ȕȑȕĮȚĮ Ș ȠȜȠțȜȒȡȦıȘ ĲȘȢ ȑȡİȣȞĮȢ ĲȦȞ İȡȦĲȘμĮĲȠȜȩȖȚȦȞ μİĲȐ ĲȠ ʌȑȡĮȢ ĲȘȢ İțıĲȡĮĲİȓĮȢ, ȠʌȩĲİ țĮȚ șĮ įȚĮμȠȡĳȦșİȓ Ș ıȣȞȠȜȚțȒ İȚțȩȞĮ ĮʌȒȤȘıȘȢ Ȓ ȩȤȚ ıĲȠ țȠȚȞȩ. Ǿ įȚĮȞȠμȒ ĲȦȞ ĳȣȜȜĮįȓȦȞ șİȦȡȒșȘțİ ĲȠ ʌȜȑȠȞ İʌȚĲȣȤȘμȑȞȠ μȑıȠ ʌȡȠȫșȘıȘȢ ĲȦȞ μȘȞȣμȐĲȦȞ (63%), İȞȫ Ș İțıĲȡĮĲİȓĮ Ȑȡİıİ ıİ ȚțĮȞȠʌȠȚȘĲȚțȩ ȕĮșμȩ ıĲȠ țȠȚȞȩ, μİ μȑıȠ ȩȡȠ 5.5 ıİ țȜȓμĮțĮ Įʌȩ ĲȠ 1 ȑȦȢ ĲȠ 7. ǵıȠȞ ĮĳȠȡȐ ĲȠ șȑμĮ ĲȘȢ ȖȞȫıȘȢ (ĮȚĲȚȫȞ țȩʌȦıȘȢ țĲȜ) įİȞ ʌĮȡĮĲȘȡȒșȘțĮȞ ĮȟȚȩȜȠȖİȢ μİĲĮȕȠȜȑȢ ʌȡȚȞ țĮȚ țĮĲȐ ĲȘ įȚȐȡțİȚĮ ĲȘȢ İțıĲȡĮĲİȓĮȢ. Ǿ İȟȑĲĮıȘ ĲȦȞ ȣʌȠȜȠȓʌȦȞ ʌĮȡĮμȑĲȡȦȞ țĮĲȑįİȚȟİ ıĲĮĲȚıĲȚțȐ ıȘμĮȞĲȚțȑȢ įȚĮĳȠȡȑȢ ıİ ȩȜİȢ ıȤİįȩȞ ĲȚȢ ʌĮȡĮμȑĲȡȠȣȢ, μİ ʌȚȠ ȚıȤȣȡȑȢ ʌĮȡĮμȑĲȡȠȣȢ ĲȚȢ ʌȡȠșȑıİȚȢ țĮȚ ĲȚȢ ʌİʌȠȚșȒıİȚȢ. ǹʌȩ ĲȘȞ ȐȜȜȘ ʌȜİȣȡȐ, ĲȠ μȠȞĲȑȜȠ ʌȡȩȕȜİȥȘȢ ĲȘȢ ıȣμʌİȡȚĳȠȡȐȢ ĲȦȞ ȠįȘȖȫȞ ȑȤİȚ įȣȞĮĲȩĲȘĲĮ ȞĮ ʌȡȠȕȜȑʌİȚ ĲȘ ıȣμʌİȡȚĳȠȡȐ, ȩĲĮȞ İȓȞĮȚ ȖȞȦıĲȑȢ ȠȚ ʌİʌȠȚșȒıİȚȢ țĮȚ Ș ĮȓıșȘıȘ ĲȠȣ ȡȓıțȠȣ ĲȦȞ ȤȡȘıĲȫȞ ıİ ʌȠıȠıĲȩ 70.5% ĲȦȞ ʌİȡȚʌĲȫıİȦȞ țĮȚ ıİ ʌȠıȠıĲȩ 75.2% ĮȣĲȫȞ, ȩĲĮȞ İȓȞĮȚ İʌȚʌȜȑȠȞ ȖȞȦıĲȑȢ ȠȚ ʌȡȠșȑıİȚȢ ĲȦȞ ȤȡȘıĲȫȞ. ȉȑȜȠȢ, ȠȚ ıȣȖȖȡĮĳİȓȢ șİȦȡȠȪȞ ʌȦȢ Ș įȚȠȤȑĲİȣıȘ ĲȦȞ ĮʌȠĲİȜİıμȐĲȦȞ ĲȘȢ ĮȟȚȠȜȩȖȘıȘȢ ĲȘȢ ʌĮȡȠȪıĮȢ İțıĲȡĮĲİȓĮȢ μʌȠȡİȓ ȞĮ įȘμȚȠȣȡȖȒıİȚ ĲȚȢ ĮʌĮȡĮȓĲȘĲİȢ ȕȐıİȚȢ ȖȚĮ ĲȚȢ İʌȩμİȞİȢ İțıĲȡĮĲİȓİȢ ʌȠȣ șĮ ʌȡĮȖμĮĲȠʌȠȚȘșȠȪȞ, țĮșȫȢ Ș ĮȞȐȖțȘ ıȪȖțȡȚıȘȢ ĲȦȞ ĮʌȠĲİȜİıμȐĲȦȞ μİ ȐȜȜİȢ (ʌĮȡȩμȠȚİȢ) İțıĲȡĮĲİȓİȢ țȡȓȞİĲĮȚ İʌȚĲĮțĲȚțȒ țĮȚ ȕİȜĲȚȫȞİȚ ĲȠ ıȤİįȚĮıμȩ țĮȚ ĲȘȞ ȣȜȠʌȠȓȘıȘ ĲȦȞ μİȜȜȠȞĲȚțȫȞ İțıĲȡĮĲİȚȫȞ.

1 (ıĲĮșİȡȒ ĲȚμȒ) ȆİʌȠȚșȒıİȚȢ ǹȓıșȘıȘ ĲȠȣ țȓȞįȣȞȠȣ 2 (ıĲĮșİȡȒ ĲȚμȒ) ȆİʌȠȚșȒıİȚȢ ǹȓıșȘıȘ ĲȠȣ țȓȞįȣȞȠȣ ȆȡȠșȑıİȚȢ

ȆİȓȡĮμĮ

ȆİȓȡĮμĮ 1 2

ȉĮ ĮʌȠĲİȜȑıμĮĲĮ ĲȦȞ ıĲĮĲȚıĲȚțȫȞ İȜȑȖȤȦȞ ĲȦȞ İȟİĲĮȗȩμİȞȦȞ μȠȞĲȑȜȦȞ ȖȡĮμμȚțȒȢ ʌĮȜȚȞįȡȩμȘıȘȢ ĲȦȞ įȪȠ ʌİȚȡĮμȐĲȦȞ, ʌȠȣ ĮȞĮĳȑȡșȘțĮȞ ʌĮȡĮʌȐȞȦ, įȓȞȠȞĲĮȚ ıĲȠȣȢ ʌȓȞĮțİȢ 4 țĮȚ 5. ȈĲȠȞ ʌȓȞĮțĮ 4 ĳĮȓȞȠȞĲĮȚ ĲĮ ȖİȞȚțȐ ıĲĮĲȚıĲȚțȐ ıĲȠȚȤİȓĮ ʌȠȣ țĮșȠȡȓȗȠȣȞ ĲȘȞ ĮȟȚȠʌȚıĲȓĮ ĲȦȞ įȪȠ μȠȞĲȑȜȦȞ (ʌ.Ȥ. R2, adjusted R2 țĮȚ F), İȞȫ ıĲȠȞ ʌȓȞĮțĮ 5 ʌĮȡȠȣıȚȐȗȠȞĲĮȚ ĲĮ μȠȞĲȑȜĮ ʌȠȣ įȚĮμȠȡĳȫșȘțĮȞ, ȩʌȦȢ țĮȚ Ș İȟĮȡĲȘμȑȞȘ țĮȚ ȠȚ ĮȞİȟȐȡĲȘĲİȢ μİĲĮȕȜȘĲȑȢ.


Final Conference

– information / awareness raising is considered most appropriate measure

– 1/3 do not know what to do to reduce fatigue

– popular countermeasures: fresh air, listen to music, park & rest, coffee

• higher rates for men, 18-34 aged, professional drivers, social upper class

– self-reported behaviour: 1/3 has driven while too tired over last 12 months

– risk perception: “fatigue” = 4th factor (after speeding, alcohol, drugs) - “inattention” = 8th

– face-to-face questionnaire, 615 car drivers˫

• Survey results – Belgium

WP5 - Getting started - Belgium


CAST Final Conference 26-27 January 2009

Werner De Dobbeleer (BIVV-IBSR) Teti Nathanail (UTh)

CAST campaigns

Final Conference


Final Conference

– telephone questionnaire, 1002 drivers – fatigue ranks 8th out of 10 accident factors – 58% have experienced fatigue while driving (at least 1x/yr)˫ – countermeasures: park & rest (45%), coffee (20%), do not know (19%), other (18%)˫ – awareness raising is one of the most appealing methods

• Survey results – Greece

WP5 - Getting started - Greece


– IBSR-BIVV (Belgium)˫

– UTh (Greece)˫

• Partners


• Where? • • • •


Final Conference

– countermeasures may be directed at drivers, transport companies, roads and vehicles

• 17 h awake = 0,05 BAC



– fatigue is quite frequent

• semi-automatic mental process • compensatory strategies not sufficient to eliminate risk

– fatigue deteriorates driving behaviour

• Literature review on fatigue

WP5 - Situation analysis

Final Conference

risk awareness self-reported behaviour target groups countermeasures

to have more detailed information on the situation


–

Survey on fatigue

until present, no large-scale campaigns on fatigue in Belgium or Greece

–

– possible themes: fatigue or driver distraction (emerging issues)

•

Only international studies available: fatigue = major factor in 10-20 % of accidents, growing awareness

–

– as a practical test of the manual

No registration of fatigue as factor in accident statistics in Greece and Belgium

–

Available data on fatigue and distraction per country

– according to the recommendations in the CAST manual

•

WP5 - Getting started

– design and implement a pan-European road safety campaign

• What?

WP5 – Pan-European Campaign

Final Conference


•

• •

•

•

Final Conference

– personal perceptions & motivations of 18-25 year old car drivers (20 individuals) knowledge of general risk is OK, but personal risk apprehension not always present knowledge is applied for long journeys, not for short distances / known itineraries problem concentrated in early morning (after night out)˫ main motivation: get home asap to sleep > emotional + socially influenced social threshold for safe behaviour should be removed

– Qualitative pilot study (Belgium)˫




• poor understanding of crash risk > inaccurate knowledge • underestimating transition speed between fatigue and sleep > incorrect perception • no history of fatigue-related accidents > belief based on personal experience • choosing to ignore warning signs > risk-taking • pressure to reach destination > motivation • no perceived threat of penalty

– main reasons for continuing driving:

– all drivers are able to recognize when they feel sleepy, despite this many of them keep driving

• Literature review: theoretical models that explain problem behaviour


Final Conference


Final Conference

motivation is directly related to threat appraisal and coping appraisal


• Theoretical framework



Belgian campaign

Final Conference


Final Conference

• increasing response efficiency by providing knowledge about effective countermeasure (powernap)˫ • decreasing response costs by removing social threshold to perform safe behaviour




• Campaign strategy

WP5 - Campaign design


• high risk group due to lifestyle (ERSO) • more vulnerable to effects of fatigue (ERSO + UK Dept for Transport)


• Target audience


Effectiveness of other solutions (> response efficiency) Getting home is important (> response costs) Opinion of friends/relatives (> response costs) Risk apprehension ( > severity, vulnerability)

Final Conference


Final Conference

• Knowledge (> response efficiency) • Beliefs (> response efficiency, response costs, severity, vulnerability) • Behavioural intentions (> protection motivation) • Self-reported behaviour • Method: before / after measurement (online survey, quasi-experimental design with comparison group)


• objective exposure (number of messages distributed) • subjective exposure (number of messages received in target audience)˫



• Evaluation

WP5 - Evaluation design



– Behavioural intentions (> protection motivation)

• • • •

– Beliefs

• effective solution (> response efficiency)

– Knowledge

• Objectives


WP5 - Results

Final Conference


Final Conference

• 49% male (N=589), 51% female (N=614)

• Drivers 18-25: 598

• Total sample (drivers, 18+): 1.203

Sample characteristics


• Partners: EC, AXA Bank and Insurance, Q8, Road Safety Volunteer Network

– field actions: sleep-ins + volunteer network

– PITSTOP door hangers

– information leaflet

– small posters in IBSR network (youth clubs,...)

– giveaway: PITSTOP package

– online campaign: website with information + online game

– radio spots (youngsters' stations, weekend nights), 3 weeks

• Campaign elements

• Timing: 12 Nov – 14 Dec 2008 (4 weeks)

– if you feel tired, take a powernap!

• Central message


1750 radio broadcasts

Final Conference

radio spot: 60% - website: 14% - pitstop kit: 12%

33 % recall at least 1 campaign element (18-25, N=598)


Recall

14 terrain actions – ca. 4.500 pitstop kits distributed

10.000 pitstop kits Website: ca. 25.000 unique visitors – ca. 5.500 pitstop kits distributed

15.000 door hangers

15.000 posters

20.000 leaflets

Final Conference

WP5 - Results

Exposure



Final Conference

13% 5%

Radio Coffee

24%

I am a better driver than the others, even when tired

Final Conference

32%

I am less at risk than the others


70%

Before

27%

27%

73%


Final Conference

36%

21%

Powernap

Open window / turn on radio / talk to passengers

27%

Short pause

Before

Intended behaviour (18-25, N=598) Next time I feel tired…


30%

After

5%

11%

12%

18%

24%

After

32%

24%

24%

After

WP5 - Results - Outcome

Final Conference

15%


24%

Talk to passengers

21%

Before Opening window

Short pause

Risk apprehension

After

22%

Before

Other remedies against fatigue (18-25, N=598)

Beliefs

Powernap

(18-25, N=598)



• Realistic: 69%

• Informative: 78%

• Credible: 82%

• Very clear: 83%

• Campaign message (N=340)

• Attractive: 61%

• Eye-catching: 63%

• Original: 65%

Knowledge Best solution against fatigue (18-25, N=598)

• Campaign visuals (N=340)


Appreciation

WP5 - Results - Appeal

59%

56%

Before

Final Conference

68%

72%

50%

58%

55%

After


Not applicable because no fatigue

No

Yes

Final Conference

51%

39%

10%

Before

53%

37%

10%

After

(18-25, N=598) Over the past month, I have taken a powernap…

Self-declared behaviour



Safe parking place could convince me to take a pitstop

I will take a powernap 47% even if friends/family disapprove

Friends/family expect me to take a powernap

Get home asap is most important

(18-25, N=598)

Beliefs



Final Conference

– long distance driving

– secondary target group: all drivers

– high risk group identified in international literature (ERSO)˫ – important number of offences committed by professional drivers, large number of accidents – driving many hours affects driving capabilities

– primary target group: professional drivers

• Target audience


Final Conference

High recall (especially radio) High appreciation Increased knowledge of effective solution Moderate decrease in beliefs about other solutions No change in beliefs about personal motivations or social threshold Most important barrier: feeling of unsafety on parkings Slight increase in personal vulnerability to threat (partial) No change in intended behaviour for effective solution Decrease in intended behaviour for other solutions (partial) No change in self-declared behaviour


•

• •

• •

• • • • •

WP5 - Results - Conclusions

Final Conference


Demographic, Sociopsycho, structural

Final Conference

Perceived benefits

Perceived barriers

Perceived threat

Self-efficacy

Cost-benefit analysis

Likelihood of action


Final Conference

Termination

Maintenance

Action

Preparation

Perceived susceptibility

Pre-contemplation

• Transtheoretical model of change (TMC)

Contemplation Cues to action

Final Conference



Greek campaign

Perceived seriousness

the desire to avoid negative health consequence = key motivator for positive action˫

• Health Belief Model (HBM)

• Theoretical framework



– Focus on personal motivations /social threshold – Focus on safe locations for powernap

• Lessons for follow-up campaigns?


Final Conference

Final Conference

- Media channels (radio & TV stations, organizations, associations, etc) - Exposure (number of messages, frequency, duration, etc)

- Insertions (7 national newspapers, 11 publications, 5 weeks)


materials

Final Conference

- On-line campaign: website with information and campaign

and vehicles, 2 drivers’ associations, 5 weeks)

- Posters (1800 copies, all urban public transport terminals

authorities, universities, clubs, cafes, 5 weeks)

- Leaflets (600.000 copies, 3 toll stations, 2 public transport


Final Conference

- Ratings (Gross Rating Point) – Reach – OTS (Opportunity To See)

- Timing

- Category of activities (spots, leaflets, etc)

- Radio Spot (39 national stations, once/twice per day, 5

weeks)

• Action plan

- TV Spot (14 national stations, once/twice per day, 5 weeks)



- Self-reported behaviour

- Behavioural intentions

- Risk apprehension

- Beliefs

- Knowledge

Secondary

• Campaign elements



-influencing perceived benefits

-influencing perceived threats

action, maintenance, termination stages) :

– Increasing likelihood of action (preparation,

-minimize risk-taking

-accept warning signs

– Affect self-efficacy (contemplation stage) :

-benefits

-threats

- Accidents (attention!)

- Observed behaviour

-susceptibility

Primary

-seriousness

• Objectives


– Increase awareness on (pre-contemplation stage) :

• Campaign strategy


Final Conference


Final Conference



-Countermeasures -False action

-What causes fatigue -Signs of fatigue -Behaviour of driver under status of fatigue

• All messages:

- Sleep, but not at the wheel!

• Central message:


Final Conference


Final Conference




Final Conference

Final Conference

Design: One or more groups before-duringafter evaluation design


-

knowledge, beliefs, risk comprehension, behavioural intentions, behaviour

– outcome evaluation: self-reported data on:

subjective:reach, awareness, recognition and recall, appreciation, message take out

objective:number of messages, frequency, duration, timing


• Evaluation

WP5 - Evaluation design



WP5 - Results

Final Conference


Final Conference

3) Proportion of drivers having faced fatigue while driving: 8-15%

Other drivers: male 70% female 30%

Professional drivers: male 100%

2) Sample gender

Other drivers: 1000

Professional drivers: 1000

1) Sample size

Sample characteristics



1700 radio broadcasts

11 insertions

600.000 leaflets

1800 posters

Final Conference


** p<0.001, *, p<0.05

6.67

6.25

6.79

6.52

Average

Final Conference

200

During

200

200

Before

During

To plan my trip is a good solution to driving fatigue

200

Before

To stop and rest for 15 minutes is the best solution to fatigue

N-population

Groups

Variable

0.93

1.26

0.77

0.98

Deviation

St-

-2.765

-2.957

t-value

Confidence level 95%, Degrees of freedom, df=398

Beliefs

No change

Knowledge



630 TV broadcasts

Exposure

0**

0**

P-value

Professionals

4,70

Final Conference

Groups

Drivers

4,80

Average marks of the appreciation of the campaign


6.49

6.25

Average

Final Conference

200

During

** p<0.001, *, p<0.05

200

Before

If you drive tired, how great is the risk that you will be involved in an accident?

N-population

Groups

Variable

0.99

1.16

Deviation

St-

-2.226

t-value

0.004*

P-value

During


Risk comprehension



0

1

2

3

4

5

6

7

Appeal

Results-Appeal & Recognition

Scale

WP5 - Results - Exposure

INTERNET

0,000,00

Final Conference

Groups

RADIO-SPOT LEAFLETS

7,14 0,00

72,73 71,43

POSTERS

0,000,00

Most easily recalled media of the campaign

ARTICLES

9,09 0,00

During

Before

During

Before

During

Before

During


** p<0.001, *, p<0.05

How likely is that you will drive even if you feel tired in the next month?

How likely is that you will follow other countermeasures when tired in the next month?

I intend to plan my trips in the next month

Before

Groups

3.16

3.44

4.69

4.93

5.93

5.69

6.5

6.03

Average

Final Conference

200

200

200

200

200

200

200

200

N-population

1.77

1.82

1.76

1.68

1.44

1.62

0.98

1.39

Deviation

St-

1.560

1.451

-1.630

-3.894

t-value


I intend to stop and rest when tired in the next month

Variable

Intentions


TV-SPOT

21,43 18,18


100,00 90,00 80,00 70,00 60,00 50,00 40,00 30,00 20,00 10,00 0,00

Recognition

Results-Appeal & Recognition

Percentage

0.601

0.285

0.126

0**

P-value

Drivers

Professionals

200

During

1.99

1.87

1.59

1.78

1.86

1.9

1.2

1.64

Deviation

St-

2.172

-0.030

1.765

-4.455

t-value

0.110

0.309

0.264

0**

P-value


Final Conference

• no accident stats, no observed behaviour measurements > no possibility to make direct link with problem behaviour • no published results on previous campaigns

– availability of data

• Generally able to follow framework & recommendations • Encountered problems:

WP5 – Conclusions regarding Manual


4.45

4.87

4.95

4.96

4.36

4.69

6.23

5.86

Average

Final Conference

200

Before

200

During

200

200

Before

** p<0.001, *, p<0.05

When I get tired while driving, I talk to passengers

When I get tired while driving, I listen to music

During

200

200

Before

During

When I get tired while driving, I drink coffee

200

Before

When I get tired while driving, I stop and rest

N-population

Groups

Variable


Self-reported behaviour


WP5 - Results

12 5

14

Prec

21

Cont

2424 20 20

30

10

10

Groups

Action

15

18

Final Conference

Prep

18

3332

Main

5 5 4 6

18

Term

1614

26

Pe rce ntage of sample in diffe re nt stage s of change

Drivers _during

Profes s ionals _during

Drivers _before

Profes s ionals _before


Final Conference

• important budgets are needed (€ 30.000 minimum for before/after measurement)˫ • not always easy to convince partners

– research and evaluation

• necessary to squeeze different steps together / perform steps simultaneously, not successively • rules concerning official bids may lengthen the procedure • searching for sponsors may take a long time (6 months or more) > influences budget > influences campaign elements...

– timing

• Encountered problems:



0

10

20

30

40

50

60

70

80

90

100

Transtheoretical model of change

Percentage

Final Conference


Final Conference

• no quantitative survey to determine behaviour predictors (BE), only qualitative pilot • no quantitative pretest, only qualitative (BE)˫

– budget restrictions

• Encountered problems:



• The campaign affects drivers mainly at the preparation stage for behavioural changes

• Significant changes were indicated in Beliefs and Risk Comprehension

• The most easily recalled media channel was the distribution of the leaflets

• The appreciation level of the campaign was relatively high


Thursday 29/5/2008

Final Conference

SUPRALOG – METHODOLOGY, INDICATORS AND TOOLS TO INCREASE EUROPEAN COMPETITIVENESS AND SUSTAINABILITY H. Lindstad, Norwegian Maine Technology Research Institute (MARINTEK)

N. Mittal, The State University of New Jersey M. Boile, The State University of New Jersey S. Theofanis, The State University of New Jersey A. Baveja, The State University of New Jersey

ANALYZING THE EFFECT OF STOCHASTIC DEMAND FOR EMPTY CONTAINER REPOSITIONING ON REGIONAL DEPOT CAPACITY

ADVANCED INFORMATION AND COMMUNICATION TECHNOLOGIES INITIATIVES AIMING AT THE EFFICIENCY OF INTERMODAL TRANSPORT Y. Tyrinopoulos, CERTH/HIT C. Antoniou, TREDIT S.A.

PLANNING AND SIMULATING YARD OPERATIONS AT THE PIRAEUS CONTAINER TERMINAL E. Hadjiconstantinou, Imperial College London N. L. MA, Imperial College London

ADRIATIC-IONIAN SEA CORRIDOR: ESTIMATION OF ACTUAL AND LATENT DEMAND FOR FREIGHT TRANSPORT E. Krassopoulou, TREDIT S.A. H. Spiliopoulou, TREDIT S.A.

11:30- 13:30 - Session 5: Freight Transport and Logistics (ƫƫ) Chair: G. Aifadopoulou – P. Papadakos

11:00-11:30 – Coffee Break

ONTOLOGICAL FRAMEWORK FOR THE DANGEROUS GOODS TRANSPORTATION LOGISTIC CHAIN M. Gemou, CERTH/HIT E. Bekiaris, CERTH/HIT

INTRODUCING AUTOMATED TRUCK PLATOONS ON MOTORWAYS M. Haberstroh, RWTH Aachen University A. Gramatke, RWTH Aachen University I. Isenhardt, RWTH Aachen University

CONTAINER TERMINAL MANAGEMENT USING ICT: AN INNOVATIVE STATE-OF-THE-ART TOOL DEVELOPED FOR THE PORT OF THESSALONIKI C. Antoniou, TREDIT S.A. G. Tsoukos, TREDIT S.A. A. Bizakis, TREDIT S.A. C. Papadopoulos, Thessaloniki Port Authority D. Tsitsamis, Thessaloniki Port Authority

CUSTOMER-DRIVEN RAIL-FREIGHT SERVICES ON THE BENELUX–TURKEY/GREECE CORRIDOR A. Ballis, NTUA T. Moschovou, NTUA

IMPLEMENTATION OF RIVER INFORMATION SERVICES (RIS) IN EUROPE M. Sattler, Via donau– Österreichische Wasserstraßen-Gesellschaft mbH G. Schilk, Via donau – Österreichische Wasserstraßen-Gesellschaft mbH

9:00-11:00 - Session 4: Freight Transport and Logistics (ƫ) Chair: V. Evmolpidis – D. Tsamboulas


More information: [email protected] +32 2 244 15 82

Thank you!

GOODS TRANSPORTATION THROUGH TUNNELS AND ALTERNATIVE

DESIGN AND EVALUATION OF ROAD SAFETY CAMPAIGNS - THE CAST RESEARCH PROJECT I. Adamos, University of Thessaly E. Nathanail, University of Thessaly N. Eliou, University of Thessaly

SUPREME - A SYSTEMATIC APPROACH TOWARDS THE BEST AVAILABLE ROAD SAFETY ACTIVITIES FOR EUROPEAN MEMBER STATES M. Winkelbauer, Austrian Road Safety Board (KfV) E. Gaitanidou, CERTH/HIT

COMPARATIVE ANALYSIS OF ROAD TRAFFIC ACCIDENTS IN THE CITY OF KATERINI A. Theodori, AUTh Ch. Paschalidou, AUTh M. Spandou, AUTh G. Mintsis, AUTh Ch. Taxiltaris, AUTh S. Basbas, AUTh

COST-BENEFIT ASSESSMENT OF THE INTENSIFICATION OF ROAD SAFETY ENFORCEMENT IN GREECE G. Yannis, NTUA E. Papadimitriou, NTUA P. Evgenikos, NTUA

16:45-18:45 – Session 7: Transport Safety and Security (ƫƫ) Chair: G. Kanellaidis – Y. Tyrinopoulos

16:30-16:45 - Coffee Break

CORRELATION OF ROAD RISK WITH SELECTED INTERURBAN ROAD CHARACTERISTICS G. Yannis, NTUA C. Antoniou, TREDIT S.A. G. Kapotsis, Transport Engineer

INVESTIGATION OF THE INFLUENCE OF THE MEDIAN TO THE RELATIVE RISK OF INTERURBAN ROAD SEGMENTS G. Yannis, NTUA C. Antoniou, TREDIT S.A. E. Bournelaki, Transport Engineer

IMPACT OF INTELLIGENT SPEED ADAPTATION ON SPEEDING: A DRIVER SIMULATOR EXPERIMENT I. Spyropoulou, NTUA

DRIVER COGNITIVE ENGINEERING APPLICATIONS M. Panou, CERTH/HIT E. Bekiaris, CERTH/HIT G. Giannopoulos, CERTH/HIT

GPS APPLICATIONS FOR A CAUSAL MODELING OF DRIVER BEHAVIOR N. Eliou, University of Thessaly B. Profilllidis, Democritus Thrace University G. Botzoris, Democritus Thrace University

ASSESSING THE IMPACT OF REDUCED SEPARATION MINIMA

AIRPORT DEMAND MANAGEMENT: HOW AND WHY? M. Madas, TRANsportation Systems & LOGistics Laboratory (TRANSLOG) K. Zografos, TRANsportation Systems & LOGistics Laboratory (TRANSLOG)

AVIATION AND TOURISM INTERACTION: ITS FUTURE AND CONSTRAINTS D. Dimitriou, Hellenic Open University C. Thomas, Centre for Air Transport and the Environment (CATE)

SLOT ANALYSIS, SLOT ALLOCATION VIOLATIONS AND AIRPORT PLANNING V. Psaraki, NTUA A. Katsaros, NTUA

K. Zografos, TRANsportation Systems & LOGistics Laboratory (TRANSLOG) Ch. Tsanos, TRANsportation Systems & LOGistics Laboratory (TRANSLOG)

ESTABLISHING CRITERIA AND PRIORITIES FOR ON AIR TRAFFIC MANAGEMENT

11:30-13:30 - Session 9: Air Transport Chair: D. Dimitriou - V. Stefanis


POLISH SEAPORTS’ DEVELOPMENT IN THE LIGHT OF INTEGRATION AND GLOBALIZATION A. Przybyãowski, Gdynia Maritime University

OPTIMIZATION SEA-FREIGHT TRANSPORTATION: STATUS, TRENDS AND PERSPECTIVES H. Zoghi, Islamic Azad University of Karaj K. Siamardi, Islamic Azad University of Karaj A. Paydar, Islamic Azad University of Karaj

THE CONTAINERS FLOWS IN EASTERN MEDITERRANEAN: ANALYSIS OF “DEMAND” CHARACTERISTICS AND IMPACT FOR GREEK PORTS G. Aifadopoulou, CERTH/HIT G. Giannopoulos, CERTH/HIT G. Charalampous, CERTH/HIT

AN ANALYSIS OF EXISTING FRAMEWORKS AND SYSTEMS FOR SUSTAINABLE PORT ENVIRONMENTAL MANAGEMENT A. Alexopoulos, University of the Aegean E. Gagatsi, CERTH/HIT Y. Tyrinopoulos, CERTH/HIT

EVALUATION OF EURO-MEDITERRANEAN FREE TRADE AGREEMENTS (EMFTA) EFFECTS ON THE DEVELOPMENT OF FREIGHT FLOWS OF GREECE INTO THE MEDITERRANEAN M. Morfoulaki, CERTH/HIT G. Aifadopoulou, CERTH/HIT E. Chrisohoou, CERTH/HIT E. Gagatsi, CERTH/HIT

9:00-11:00 – Session 8: Maritime Transport and Design of ports Chair: ƣ. Polydoropoulou - Ƨ. Sambrakos

Friday 30/5/2008

21:00-24:00 Dinner

13:30-14:30 – Break ( lunch ) 14:30-16:30 – Session 6: Transport Safety and Security (ƫ) Chair: I. Gollias - E. Matsoukis

MULTI-LAYER PRIORITIZING (MLP) OF ROAD SAFETY INTERVENTIONS AT INTERSECTIONS E. Nathanail, University of Thessaly N. Eliou, University of Thessaly X. Kiritsis, University of Thessaly

19:00-20:00 - Special session in honor of Professor Anthony R. Tomazinis Chair: G. Giannopoulos - I. Handanos

TACTILE GROUND SURFACE INDICATORS. EVALUATION OF GUIDELINES AND PRACTICES IN GREECE A. Naniopoulos, AUTh P. Tsalis, AUTh P. Kalle, Instructor of mobility

ONBOARD PASSENGER SURVEY ON PUBLIC BUS ROUTE CONNECTING THESSALONIKI SUBURBS A. Papayannakis, Public Transport Authority of Thessaloniki (SASTH)

TOWARDS A CYCLE TOURISM STRATEGY IN GREECE. PLANNING CRITERIA FOR THE DEVELOPMENT OF THE GREEK BRANCH OF THE EUROPEAN CYCLE NETWORK- EUROVELO Th. Vlastos, NTUA D. Milakis, NTUA E. Bakogiannis, NTUA

TRANSPORT POLICY AND TERRITORIAL COHESION – THE CASE OF THE EGNATIA MOTORWAY IN NORTHERN GREECE S. Seitanidis, Egnatia Odos SA

16:45-18:45 - Session 3: Transport Policy (ƫƫ) Chair: C. Antoniou - Ƨ. Nathanail


SOCIAL MARKETING AND AWARENESS CAMPAIGNS AS TOOLS FOR MOBILITY MANAGEMENT P. Papaioannou, AUTh F. Mikiki, AUTh

A METHODOLOGICAL FRAMEWORK FOR THE EVALUATION AND PRIORITIZATION OF MULTINATIONAL TRANSPORT PROJECTS: THE CASE OF EURO-ASIAN TRANSPORT LINKAGES D. Tsamboulas, NTUA A. Kopsacheili, ATTIKO METRO S.A.

COHESION POLICY AND TRANSPORT: EXPERIENCES AND TRENDS E. Gioti, MA OP RAPT / HMT - Hellenic Ministry of Transport E. Zacharaki, MA OP RAPT / HMT - Hellenic Ministry of Transport

INVESTIGATION OF DAILY MOBILITY CHARACTERISTICS IN THE FRAMEWORK OF AN URBAN TRANSPORT PLAN ƣ. Tsoukala, AUTh Ch. Taxiltaris, AUTh G. Mintsis, AUTh S. Basbas, AUTh

SETTING AND ACHIEVING ROAD SAFETY TARGETS IN EUROPE - A CRITICAL REVIEW G. Yannis, NTUA A. Laiou, NTUA S. Vardaki, NTUA G. Kanellaidis, NTUA

14:30-16:30 - Session 2: Transport Policy (ƫ) Chair: M. Pitsiava – Latinopoulou - J. Frantzeskakis

DYNAMIC ECONOMETRIC ANALYSIS OF FREIGHT TRANSPORTATION FLOW GENERATION IN GREECE Th. Tsekeris, Centre for Planning and Economic Research (KEPE) E. Tsouma, Centre for Planning and Economic Research (KEPE) S. Savva-Balfoussia, Centre for Planning and Economic Research (KEPE)

13:30-14:30 – Break ( lunch )

E Nathanail, University of Thessaly E. Mplana, Transportation Engineer (PhD) S. Zaxaris, Mechanical Engineer N. Vagiokas, Chemical Engineer

IMPACT ANALYSIS OF THE HAZARDOUS ROUTES

TRAFFIC CALMING MEASURES – INFRINGEMENT AND DESIGN G. Nellas, G. Nellas & Associates G. Andredakis, Chalandri Municipality, Athens

EXAMINATION OF RED LIGHT ENFORCEMENT SYSTEMS Th. Andrianos, AUTh S. Basbas, AUTh M. Pitsiava – Latinopoulou, AUTh

PERFORMANCE CRITERIA OF URBAN TRANSIT SYSTEMS IN MIDDLE-SIZE CITIES L. Dimitriou, NTUA D. Alexandropoulou, NTUA N. Papachristou, NTUA A. Stathopoulos, NTUA

APPLICATION OF THE THREE-PHASE THEORY IN GREEK FREEWAYS M. Kontaratos, NTUA D. Sermpis, Athens Traffic Management Centre P. Chorianopoulos, NTUA

MODELING TRAVEL RATIOS FOR COMMUTING TIME RELATIVE TO WORK DURATION IN URBAN AREAS M. Lydaki, ƬƵƧƭ Heraklion-Lasithi M. Karlaftis, NTUA

11:30- 13:30 – Session 1: Urban and Rural Traffic Management Chair: M. Papageorgiou, ƣ. Skabardonis


9:00-11:00 – Opening Ceremony – OLYMPIA room

Wednesday 28/5/2008

Final Programme

Conference Room ILISSOS

Hotel Divani Caravel 2, Vas. Alexandrou Avenue 16121 Athens, Greece

28-30 May 2008

4th International Congress on Transportation Research in Greece

ǼȣĲȣȤȓĮ ȃĮȞĮșĮȒȜ ȈȣȖțȠȚȞȦȞȚȠȜȩȖȠȢ ȂȘȤĮȞȚțȩȢ, ǼʌȚț. ȀĮșȘȖȒĲȡȚĮ e-mail: [email protected] ȃȚțȩȜĮȠȢ ǾȜȚȠȪ ȈȣȖțȠȚȞȦȞȚȠȜȩȖȠȢ ȂȘȤĮȞȚțȩȢ, ǹȞĮʌȜ. ȀĮșȘȖȘĲȒȢ e-mail: [email protected]

Eftihia Nathanail Dr. Transportation Engineer, Assist. Professor e-mail: [email protected]

Nikolaos Eliou Dr. Transportation Engineer, Assoc. Professor e-mail: [email protected]

1

Ǿ țĮĲĮȖȡĮĳȒ ĲȦȞ ʌȡȠȘȖȠȪμİȞȦȞ İțıĲȡĮĲİȚȫȞ ȠįȚțȒȢ ĮıĳȐȜİȚĮȢ ʌȠȣ ȑȤȠȣȞ ʌȡĮȖμĮĲȠʌȠȚȘșİȓ ıİ įȚİșȞȑȢ İʌȓʌİįȠ, μʌȠȡİȓ ȞĮ ȖȓȞİȚ İȓĲİ μȑıĮ Įʌȩ İȚįȚțȑȢ ȕȐıİȚȢ įİįȠμȑȞȦȞ ȤȡȘıȚμȠʌȠȚȫȞĲĮȢ ĲȚȢ țĮĲȐȜȜȘȜİȢ ȜȑȟİȚȢ-țȜİȚįȚȐ (ʌ.Ȥ. European Road Safety Observatory, RoadSafetyWeb), 4

3

Ǿ ıȣȖțȑȞĲȡȦıȘ țĮȚ Ș İʌİȟİȡȖĮıȓĮ ıĲȠȚȤİȓȦȞ ıȤİĲȚțȫȞ μİ ĲȘȞ İțıĲȡĮĲİȓĮ ȠįȚțȒȢ ĮıĳȐȜİȚĮȢ, ĮʌȠĲİȜȠȪȞ ȑȞĮ ıȘμĮȞĲȚțȩ ıĲȐįȚȠ țĮĲȐ ĲȠ ıȤİįȚĮıμȩ. Ǿ ıȣȜȜȠȖȒ ıĲĮĲȚıĲȚțȫȞ ıĲȠȚȤİȓȦȞ ȖȚĮ ĮĲȣȤȒμĮĲĮ, ȖȚĮ ıȣȖțİțȡȚμȑȞİȢ ȠμȐįİȢ ȤȡȘıĲȫȞ ț.Ĳ.Ȝ. ıȣμȕȐȜȜİȚ ȠȣıȚĮıĲȚțȐ ıĲȘ ıȪȞĲĮȟȘ μȚĮȢ ȑțșİıȘȢ ʌİȡȚȖȡĮĳȒȢ ĲȘȢ ȣʌȐȡȤȠȣıĮȢ țĮĲȐıĲĮıȘȢ, Ș ȠʌȠȓĮ ȕȠȘșȐ ıĲȘȞ ĮȞĮȖȞȫȡȚıȘ ĲȠȣ ʌȡȠȕȜȒμĮĲȠȢ ʌȠȣ ȣʌȐȡȤİȚ, ıĲȘȞ țĮĲĮȖȡĮĳȒ ʌĮȡȩμȠȚȦȞ İțıĲȡĮĲİȚȫȞ țĮȚ ĲȡȩʌȦȞ ʌȡȠıȑȖȖȚıȘȢ ĲȠȣ țȠȚȞȠȪ țĮȚ ıĲȘȞ ȣȚȠșȑĲȘıȘ ıĲȠȚȤİȓȦȞ ȚțĮȞȫȞ ȖȚĮ ȑȞĮȞ ȠȜȠțȜȘȡȦμȑȞȠ ıȤİįȚĮıμȩ ĮȡȤȚțȐ țĮȚ μȚĮ ʌȡȠıİȖμȑȞȘ ʌȡȠıʌȐșİȚĮ ĮȟȚȠȜȩȖȘıȘȢ ıĲȘ ıȣȞȑȤİȚĮ.

2.6 ȆȡȠȖİȞȑıĲİȡȘ īȞȫıȘ

ǹʌȩ ĲȘȞ ȐȜȜȘ ʌȜİȣȡȐ, Ș ʌȡȠȫșȘıȘ ĲȦȞ μȘȞȣμȐĲȦȞ țĮȚ Ș ʌȡȠȕȠȜȒ ĲȦȞ ıĲȩȤȦȞ μȚĮȢ İțıĲȡĮĲİȓĮȢ ȠįȚțȒȢ ĮıĳȐȜİȚĮȢ μʌȠȡİȓ ȞĮ ȖȓȞİȚ μİ įȚȐĳȠȡĮ μȑıĮ ʌȡȠȫșȘıȘȢ, ĲĮ țȣȡȚȩĲİȡĮ Įʌȩ ĲĮ ȠʌȠȓĮ İȓȞĮȚ ĲĮ ĮțȩȜȠȣșĮ: ĲȘȜİȩȡĮıȘ (İșȞȚțȩ Ȓ/țĮȚ ĲȠʌȚțȩ įȓțĲȣȠ), ȡĮįȚȩĳȦȞȠ (İșȞȚțȩ Ȓ/țĮȚ ĲȠʌȚțȩ įȓțĲȣȠ), įȚĮįȓțĲȣȠ, ĲȪʌȠȢ (İșȞȚțȩ Ȓ/țĮȚ ĲȠʌȚțȩ įȓțĲȣȠ) , įȚĮĳȘμȓıİȚȢ ıĲȠȞ țȚȞȘμĮĲȠȖȡȐĳȠ, ĳȣȜȜȐįȚĮ, ĮĳȓıİȢ, ĮȣĲȠțȩȜȜȘĲĮ, İȚįȚțȑȢ İțįȘȜȫıİȚȢ (ʌ.Ȥ. stands ıİ ĮȖȠȡȑȢ, ıİ ıȤȠȜİȓĮ, ț.Ĳ.Ȝ.)

ȅȚ İțıĲȡĮĲİȓİȢ ȠįȚțȒȢ ĮıĳȐȜİȚĮȢ μȑıȦ ĲȦȞ μȑıȦȞ μĮȗȚțȒȢ İʌȚțȠȚȞȦȞȓĮȢ, ıʌȐȞȚĮ ȜİȚĲȠȣȡȖȠȪȞ Ȓ İĳĮȡμȩȗȠȞĲĮȚ ĮʌȠμȠȞȦμȑȞİȢ. ǼȓȞĮȚ ıȪȞȘșİȢ ĲȠ ĳĮȚȞȩμİȞȠ ȞĮ ʌȜĮȚıȚȫȞȠȞĲĮȚ Įʌȩ įȚȐĳȠȡİȢ ȐȜȜİȢ įȡĮıĲȘȡȚȩĲȘĲİȢ, ȫıĲİ ȞĮ İȓȞĮȚ ʌİȡȚııȩĲİȡȠ ĮʌȠĲİȜİıμĮĲȚțȑȢ. ȆĮȡĮįİȓȖμĮĲĮ ʌĮȡȐȜȜȘȜȦȞ ıȣμʌȜȘȡȦμĮĲȚțȫȞ İȞİȡȖİȚȫȞ İȓȞĮȚ ĲĮ ĮțȩȜȠȣșĮ: ĮıĲȣȞȩμİȣıȘ, İțʌĮȚįİȣĲȚțȐ ʌȡȠȖȡȐμμĮĲĮ, įȡĮıĲȘȡȚȩĲȘĲİȢ ıİ ıȤȠȜȑȢ ȠįȘȖȫȞ, ĲİȤȞȚțȑȢ ȕİȜĲȚȫıİȚȢ ıĲĮ ȠȤȒμĮĲĮ, ȞȑĮ ȞȠμȠșİıȓĮ, ț.Ĳ.Ȝ.

2.5 ǻȡĮıĲȘȡȚȩĲȘĲİȢ ĲȘȢ ǼțıĲȡĮĲİȓĮȢ ȅįȚțȒȢ ǹıĳȐȜİȚĮȢ

Ȉİ ȖİȞȚțȑȢ ȖȡĮμμȑȢ, ĲĮ ĮȞĲȚțİȓμİȞĮ μȚĮȢ İțıĲȡĮĲİȓĮȢ ȠįȚțȒȢ ĮıĳȐȜİȚĮȢ ȑȤȠȣȞ ıĮȞ ıțȠʌȩ ĲȘȞ İʌȓįȡĮıȘ ıĲȘ ıȣμʌİȡȚĳȠȡȐ, ĲȘ ȖȞȫıȘ, ĲȘȞ ĮĳȪʌȞȚıȘ țĮȚ ĲȘ ıĲȐıȘ ĲȦȞ ȤȡȘıĲȫȞ ĲȦȞ ȠįȫȞ, țĮșȫȢ țĮȚ ıĲĮ ĮĲȣȤȒμĮĲĮ.

ǼȞȫ Ƞ ıĲȩȤȠȢ μȚĮȢ İțıĲȡĮĲİȓĮȢ ȠįȚțȒȢ ĮıĳȐȜİȚĮȢ μʌȠȡİȓ ȞĮ İȓȞĮȚ ʌȚȠ ȖİȞȚțȩȢ, ĲĮ ĮȞĲȚțİȓμİȞȐ ĲȘȢ ȠĳİȓȜȠȣȞ ȞĮ İȓȞĮȚ ʌȠȜȪ ıȣȖțİțȡȚμȑȞĮ țĮȚ ȞĮ ʌȡȠıįȚȠȡȓȗȠȞĲĮȚ μİ ȕȐıȘ ĲȠ İʌȚșȣμȘĲȩ μȑıȠ İʌȚțȠȚȞȦȞȓĮȢ Ȓ ĲȘȞ ĮʌȠĲİȜİıμĮĲȚțȩĲȘĲĮ ıĲȘ ıȣμʌİȡȚĳȠȡȐ, ĲȠ țȠȚȞȩ ıĲȠ ȠʌȠȓȠ ĮʌİȣșȪȞİĲĮȚ, ĲȠ ĮȞĮμİȞȩμİȞȠ İʌȓʌİįȠ İʌȓĲİȣȟȘȢ ĲȠȣ ıĲȩȤȠȣ țĮȚ ĲȠ ȤȡȠȞȚțȩ įȚȐıĲȘμĮ μȑıĮ ıĲȠ ȠʌȠȓȠ ĮȞĮμȑȞȠȞĲĮȚ ĲĮ ĮʌȠĲİȜȑıμĮĲĮ. ȉĮ ĮȞĲȚțİȓμİȞĮ μȚĮȢ İțıĲȡĮĲİȓĮȢ ʌȡȑʌİȚ ȞĮ İȓȞĮȚ ıĮĳȒ țĮȚ μİĲȡȒıȚμĮ, ȑĲıȚ ȫıĲİ ȞĮ μʌȠȡȠȪȞ ȞĮ ıȣȞİȚıĳȑȡȠȣȞ ıĲȠȞ ȑȜİȖȤȠ ĲȘȢ ʌȡȠȩįȠȣ țĮȚ ıĲȠ țĮĲȐ ʌȩıȠ İʌȚĲİȪȤșȘțĮȞ ȠȚ ĮȡȤȚțȠȓ ıĲȩȤȠȚ ʌȠȣ İȓȤĮȞ Ĳİșİȓ.

2.4 ǹȞĲȚțİȓμİȞĮ ĲȘȢ ǼțıĲȡĮĲİȓĮȢ ȅįȚțȒȢ ǹıĳȐȜİȚĮȢ

(ȑμμİıȘ ȠμȐįĮ ıĲȩȤȠȣ). ȅ Elliott (1989) įȚĮĲȪʌȦıİ ʌȦȢ μʌȠȡİȓ ȞĮ İȓȞĮȚ ʌȡĮțĲȚțȐ ȤȡȒıȚμȠ ȞĮ ȤȡȘıȚμȠʌȠȚȘșİȓ μȚĮ ȑμμİıȘ ȠμȐįĮ, ȩĲĮȞ Ș ȐμİıȘ ȠμȐįĮ ıĲȩȤȠȣ ʌĮȡȠȣıȚȐȗİȚ ȐțĮμʌĲİȢ ʌĲȣȤȑȢ ıĲȘ ıȣμʌİȡȚĳȠȡȐ ĲȠȣ ʌȠȣ ĲȘȞ İμʌȠįȓȗİȚ ȞĮ ĮʌȠȕȐȜİȚ ĲȠ ȡȚȥȠțȓȞįȣȞȠ ĲȡȩʌȠ ıțȑȥȘȢ țĮȚ ıȣμʌİȡȚĳȠȡȐȢ. ǲȞĮȢ ĲȡȓĲȠȢ ĲȡȩʌȠȢ ʌȡȠıįȚȠȡȚıμȠȪ ĲȦȞ ȠμȐįȦȞ ıĲȩȤȠȣ İȓȞĮȚ Ș įȚȐțȡȚıȒ ĲȠȣȢ ıİ ıĮĳİȓȢ țĮȚ ĮıĮĳİȓȢ. Ǿ ıĮĳȒȢ ȠμȐįĮ ıĲȩȤȠȣ ʌȡȠıįȚȠȡȓȗİĲĮȚ ʌȠȜȪ ıȣȖțİțȡȚμȑȞĮ ıȪμĳȦȞĮ μİ ȑȞĮȞ ıȣȞįȣĮıμȩ ȘȜȚțȓĮȢ, ȤȡȒıȘȢ ĲȘȢ ȠįȠȪ, ĳȪȜȠȣ, İʌĮȖȖȑȜμĮĲȠȢ, İȞȫ ĮȞĲȓșİĲĮ μȚĮ ĮıĮĳȒȢ ȠμȐįĮ ıĲȩȤȠȣ ʌİȡȚȜĮμȕȐȞİȚ ȖȚĮ ʌĮȡȐįİȚȖμĮ ȩȜȠȣȢ ĲȠȣȢ İȣȐȜȦĲȠȣȢ ȤȡȒıĲİȢ ĲȦȞ ȠįȫȞ Ȓ țĮȚ ȩȜȠȣȢ ĲȠȣȢ ȠįȘȖȠȪȢ.

Key-words: road safety campaign, design, evaluation.

ȁȑȟİȚȢ-țȜİȚįȚȐ: İțıĲȡĮĲİȓĮ ȠįȚțȒȢ ĮıĳȐȜİȚĮȢ, ıȤİįȚĮıμȩȢ, ĮȟȚȠȜȩȖȘıȘ.

Abstract: In the framework of this paper, the results of the CAST research project, dealing with the development of a powerful tool for the design and the evaluation of road safety campaigns, are cited. A model-framework is presented, according to which the road safety campaigns are designed, while the alternative scenarios of the evaluation of the campaigns are analyzed, in order to estimate the changes in road user behavior. A matrix of correlations is being formed to define the possible combinations of the several evaluation demands, as well as a multidimensional matrix of correlations among the evaluation demands and the parameters of the model-framework.

ȆİȡȓȜȘȥȘ: ȈĲȠ ʌȜĮȓıȚȠ ĲȘȢ ʌĮȡȠȪıĮȢ İȡȖĮıȓĮȢ, ʌĮȡȠȣıȚȐȗȠȞĲĮȚ ĲĮ ĮʌȠĲİȜȑıμĮĲĮ ĲȘȢ ȑȡİȣȞĮȢ ʌȠȣ ʌȡȠȑțȣȥĮȞ Įʌȩ ĲȠ İȣȡȦʌĮȧțȩ İȡİȣȞȘĲȚțȩ ȑȡȖȠ CAST țĮȚ ĮĳȠȡȠȪȞ ıĲȘȞ ĮȞȐʌĲȣȟȘ İȞȩȢ İȡȖĮȜİȓȠȣ ıȤİįȚĮıμȠȪ țĮȚ ĮȟȚȠȜȩȖȘıȘȢ İțıĲȡĮĲİȚȫȞ ȠįȚțȒȢ ĮıĳȐȜİȚĮȢ. ȆȡȠĲİȓȞİĲĮȚ ȑȞĮ μȠȞĲȑȜȠ-ʌȜĮȓıȚȠ, ȕȐıİȚ ĲȠȣ ȠʌȠȓȠȣ ıȤİįȚȐȗȠȞĲĮȚ ȠȚ İțıĲȡĮĲİȓİȢ ȠįȚțȒȢ ĮıĳȐȜİȚĮȢ, İȞȫ ıĲȘ ıȣȞȑȤİȚĮ ĮȞĮȜȪȠȞĲĮȚ ĲĮ İȞĮȜȜĮțĲȚțȐ μȠȞĲȑȜĮ ĮȟȚȠȜȩȖȘıȘȢ ĲȦȞ İțıĲȡĮĲİȚȫȞ, ʌȡȠțİȚμȑȞȠȣ ȞĮ ȣʌȠȜȠȖȚıĲȠȪȞ ȠȚ ĮȜȜĮȖȑȢ ıĲȘ ıȣμʌİȡȚĳȠȡȐ ĲȦȞ ȤȡȘıĲȫȞ ĲȘȢ ȠįȠȪ. ȆĮȡȐȜȜȘȜĮ įȚĮμȠȡĳȫȞİĲĮȚ ĲȩıȠ ȑȞĮ μȘĲȡȫȠ ĮȜȜȘȜȠıȣıȤİĲȓıİȦȞ, ĲȠ ȠʌȠȓȠ ʌȡȠıįȚȠȡȓȗİȚ ĲȠȣȢ įȣȞĮĲȠȪȢ ıȣȞįȣĮıμȠȪȢ ĲȦȞ įȚĮĳȩȡȦȞ ĮʌĮȚĲȒıİȦȞ ĮȟȚȠȜȩȖȘıȘȢ, ȩıȠ țĮȚ ȑȞĮ ʌȠȜȣįȚȐıĲĮĲȠ μȘĲȡȫȠ ĮȜȜȘȜȠıȣıȤİĲȓıİȦȞ μİĲĮȟȪ ĮȣĲȫȞ ĲȦȞ ĮʌĮȚĲȒıİȦȞ ĮȟȚȠȜȩȖȘıȘȢ țĮȚ ĲȦȞ ʌĮȡĮμȑĲȡȦȞ ĲȠȣ μȠȞĲȑȜȠȣ-ʌȜĮȚıȓȠȣ ʌȠȣ ĮȞĮĳȑȡșȘțİ ʌĮȡĮʌȐȞȦ.

University of Thessaly, School of Engineering Department of Civil Engineering Pedion Areos, 38334, Volos, Greece

Ioannis Adamos Transportation Engineer, Scientific Researcher e-mail: [email protected]

ȆĮȞİʌȚıĲȒμȚȠ ĬİııĮȜȓĮȢ, ȆȠȜȣĲİȤȞȚțȒ ȈȤȠȜȒ ȉμȒμĮ ȆȠȜȚĲȚțȫȞ ȂȘȤĮȞȚțȫȞ ȆİįȓȠȞ ǱȡİȦȢ 34383, ǺȩȜȠȢ, ǼȜȜȐįĮ

ǿȦȐȞȞȘȢ ǹįȐμȠȢ ȈȣȖțȠȚȞȦȞȚȠȜȩȖȠȢ ȂȘȤĮȞȚțȩȢ, ǼʌȚıĲȘμȠȞȚțȩȢ ȈȣȞİȡȖȐĲȘȢ e-mail: [email protected]

DESIGN AND EVALUATION OF ROAD SAFETY CAMPAIGNSTHE CAST RESEARCH PROJECT

ȆȇȅȉȊȆǹ ȅȇīǹȃȍȈǾȈ Ȁǹǿ ǹȄǿȅȁȅīǾȈǾȈ ǼȀȈȉȇǹȉǼǿȍȃ ȅǻǿȀǾȈ ǹȈĭǹȁǼǿǹȈ-ȉȅ ǼȇǼȊȃǾȉǿȀȅ Ǽȇīȅ CAST

ȅȚ ȠμȐįİȢ ıĲȩȤȠȣ μȚĮȢ İțıĲȡĮĲİȓĮȢ ȠįȚțȒȢ ĮıĳȐȜİȚĮȢ İȓȞĮȚ ȐμİıĮ ıȣȞįİįİμȑȞİȢ μİ ĲȠ șȑμĮ ĲȘȢ İțıĲȡĮĲİȓĮȢ, țĮșȫȢ ȠȣıȚĮıĲȚțȐ ĮʌȠĲİȜȠȪȞ ĲȠ țȠȚȞȩ İțİȓȞȠ, ĲȠ ȠʌȠȓȠ İμĳĮȞȓȗİȚ μȚĮ ĮțĮĲȐȜȜȘȜȘ Ȓ ȡȚȥȠțȓȞįȣȞȘ ıȣμʌİȡȚĳȠȡȐ, ĲȘȞ ȠʌȠȓĮ ıțȠʌİȪȠȣμİ ȞĮ ĮȜȜȐȟȠȣμİ μİ ĲȘȞ ĮʌȠĲİȜİıμĮĲȚțȒ İĳĮȡμȠȖȒ ĲȘȢ İțıĲȡĮĲİȓĮȢ. ȅȚ ȠμȐįİȢ ıĲȩȤȠȣ ıȣȞȒșȦȢ ʌȡȠıįȚȠȡȓȗȠȞĲĮȚ ıȪμĳȦȞĮ μİ ĲȚȢ ȠμȐįİȢ ĲȦȞ ȤȡȘıĲȫȞ ĲȦȞ ȠįȫȞ (ȠįȘȖȠȓ, μȠĲȠıȚțȜİĲȚıĲȑȢ, ʌİȗȠȓ, ț.Ĳ.Ȝ.), ĲȘȞ ȘȜȚțȓĮ Ȓ/țĮȚ ĲȠ İʌȐȖȖİȜμĮ. ǲȞĮȢ įİȪĲİȡȠȢ ĲȡȩʌȠȢ țĮșȠȡȚıμȠȪ ĲȦȞ ȠμȐįȦȞ ıĲȩȤȠȣ İȓȞĮȚ Ƞ įȚĮȤȦȡȚıμȩȢ ĲȠȣȢ ıİ ȐμİıİȢ țĮȚ ȑμμİıİȢ ȠμȐįİȢ. ȅȚ ȐμİıİȢ ȠμȐįİȢ ıĲȩȤȠȣ ĮʌȠĲİȜȠȪȞ ĲȠȞ ʌȜȘșȣıμȩ İțİȓȞȠȞ Ƞ ȠʌȠȓȠȢ İȓȞĮȚ ȐμİıĮ ıȣȞįİįİμȑȞȠȢ μİ ĲȠ ʌȡȩȕȜȘμĮ țĮȚ ʌĮȡȠȣıȚȐȗİȚ μȚĮ ĮȞİʌȚșȪμȘĲȘ ıȣμʌİȡȚĳȠȡȐ. ȍıĲȩıȠ, įİȞ İȓȞĮȚ ȜȓȖİȢ ȠȚ ĳȠȡȑȢ ʌȠȣ țȡȓȞİĲĮȚ ʌİȡȚııȩĲİȡȠ ĮʌȠĲİȜİıμĮĲȚțȩȢ Ƞ ĲȡȩʌȠȢ ʌȡȠıȑȖȖȚıȘȢ μȚĮȢ ȠμȐįĮȢ ȤȡȘıĲȫȞ μȑıȦ μȚĮȢ ȐȜȜȘȢ ȠμȐįĮȢ

2.3 ȅμȐįİȢ ȈĲȩȤȠȣ ĲȘȢ ǼțıĲȡĮĲİȓĮȢ ȅįȚțȒȢ ǹıĳȐȜİȚĮȢ

ȍıĲȩıȠ, ʌȡĮțĲȚțȐ Ș İμȕȑȜİȚĮ ĲȘȢ İțıĲȡĮĲİȓĮȢ μʌȠȡİȓ ȞĮ ȤĮȡĮțĲȘȡȚıĲİȓ İȓĲİ ȦȢ İșȞȚțȒ İȓĲİ ȦȢ ĲȠʌȚțȒ /İʌĮȡȤȚĮțȒ/ ĮıĲȚțȒ, ț.Ĳ.Ȝ. ȈĲȘȞ ʌȡȫĲȘ ʌİȡȓʌĲȦıȘ, Ș İĳĮȡμȠȖȒ ĲȘȢ İțıĲȡĮĲİȓĮȢ ȖȓȞİĲĮȚ ıĲȠ ʌȜĮȓıȚȠ İȞȩȢ țȡȐĲȠȣȢ, İȞȫ ıĲȘ įİȪĲİȡȘ ʌİȡȓʌĲȦıȘ Ș İțıĲȡĮĲİȓĮ ʌİȡȚȠȡȓȗİĲĮȚ ıİ μȚĮ țȠȚȞȩĲȘĲĮ Ȓ ʌȩȜȘ Ȓ ĮțȩμȘ țĮȚ μȚĮ ıȣȖțİțȡȚμȑȞȘ ȠμȐįĮ ȤȡȘıĲȫȞ (ȖȚĮ ʌĮȡȐįİȚȖμĮ ıİ ĳȠȚĲȘĲȑȢ İȞȩȢ ıȣȖțİțȡȚμȑȞȠȣ ʌĮȞİʌȚıĲȘμȓȠȣ).

Ǿ İμȕȑȜİȚĮ ĲȘȢ İțıĲȡĮĲİȓĮȢ ĲȘȢ ȠįȚțȒȢ ĮıĳȐȜİȚĮȢ ĮʌȠĲİȜİȓ ȠȣıȚĮıĲȚțȐ ĲȘȞ “țȐȜȣȥȘ” ĲȠȣ ʌȜȘșȣıμȠȪ, ĲȠȣ ȠʌȠȓȠȣ ĲȘ ıȣμʌİȡȚĳȠȡȐ İʌȚșȣμȠȪμİ ȞĮ İʌȘȡİȐıȠȣμİ μȑıĮ Įʌȩ ĲĮ μȘȞȪμĮĲĮ țĮȚ ĲȚȢ įȡȐıİȚȢ ĲȘȢ İțıĲȡĮĲİȓĮȢ. ȈȪμĳȦȞĮ μİ ĲȠ İȡİȣȞȘĲȚțȩ ȑȡȖȠ GADGET (Delhome, et. al, 1999), įȚĮțȡȓȞȠȞĲĮȚ ĲȑııİȡȚȢ ĲȪʌȠȚ İțıĲȡĮĲİȚȫȞ ȠįȚțȒȢ ĮıĳȐȜİȚĮȢ μİ ȕȐıȘ ĲȘȞ İμȕȑȜİȚĮ: İșȞȚțȑȢ, İʌĮȡȤȚĮțȑȢ, ĲȠʌȚțȑȢ țĮȚ ĮıĲȚțȑȢ.

2.2 ǼμȕȑȜİȚĮ ĲȘȢ ǼțıĲȡĮĲİȓĮȢ ȅįȚțȒȢ ǹıĳȐȜİȚĮȢ

ȈĲȚȢ İʌȩμİȞİȢ ʌĮȡĮȖȡȐĳȠȣȢ ʌİȡȚȖȡȐĳȠȞĲĮȚ ĮȞĮȜȣĲȚțȐ ȠȚ ʌĮȡĮʌȐȞȦ ʌĮȡȐμİĲȡȠȚ ʌȠȣ ıȣȞȚıĲȠȪȞ ĲȠ μȠȞĲȑȜȠ-ʌȜĮȓıȚȠ ʌȡȠıįȚȠȡȚıμȠȪ ĲȦȞ ȤĮȡĮțĲȘȡȚıĲȚțȫȞ İțıĲȡĮĲİȚȫȞ ȠįȚțȒȢ ĮıĳȐȜİȚĮȢ.

ȈĲȠ μȠȞĲȑȜȠ-ʌȜĮȓıȚȠ ʌȠȣ ʌȡȠĲİȓȞİĲĮȚ ıĲȘȞ ʌĮȡȠȪıĮ İȡȖĮıȓĮ, ʌȡȠıįȚȠȡȓȗȠȞĲĮȚ İʌĲȐ ʌĮȡȐμİĲȡȠȚ ʌȠȣ İȓȞĮȚ Ș İμȕȑȜİȚĮ ĲȘȢ İțıĲȡĮĲİȓĮȢ, ȠȚ ȠμȐįİȢ ıĲȩȤȠȚ ıĲȚȢ ȠʌȠȓİȢ ĮʌİȣșȪȞİĲĮȚ Ș İțıĲȡĮĲİȓĮ, ĲĮ ĮȞĲȚțİȓμİȞĮ ĲȘȢ İțıĲȡĮĲİȓĮȢ, ȠȚ įȡĮıĲȘȡȚȩĲȘĲİȢ, Ș įȚĮșȑıȚμȘ ʌȡȠȖİȞȑıĲİȡȘ ȖȞȫıȘ ʌȠȣ ȣʌȐȡȤİȚ ıȤİĲȚțȐ, ȠȚ ʌȚșĮȞȠȓ ıȣμμİĲȑȤȠȞĲİȢ ıĲȘȞ İțıĲȡĮĲİȓĮ țĮȚ ȠȚ įȚĮĲȚșȑμİȞȠȚ ȠȚțȠȞȠμȚțȠȓ ʌȩȡȠȚ. ȅȚ ʌȡȫĲİȢ ĲȑııİȡȚȢ ʌĮȡȐμİĲȡȠȚ (İμȕȑȜİȚĮ, ȠμȐįİȢ ıĲȩȤȠȚ, ĮȞĲȚțİȓμİȞĮ, įȡĮıĲȘȡȚȩĲȘĲİȢ) ĮʌȠĲİȜȠȪȞ ĲĮ ȤĮȡĮțĲȘȡȚıĲȚțȐ ȖȞȦȡȓıμĮĲĮ ĲȘȢ İțıĲȡĮĲİȓĮȢ țĮȚ Ƞ ıĮĳȒȢ ʌȡȠıįȚȠȡȚıμȩȢ ĲȠȣȢ İȓȞĮȚ ıȘμĮȞĲȚțȩȢ ĲȩıȠ țĮĲȐ ĲȘ ĳȐıȘ ĲȠȣ ıȤİįȚĮıμȠȪ țĮȚ ĲȘȢ ȣȜȠʌȠȓȘıȘȢ ĲȘȢ İțıĲȡĮĲİȓĮȢ, ȩıȠ țĮȚ țĮĲȐ ĲȘ ĳȐıȘ ĲȘȢ ĮȟȚȠȜȩȖȘıȘȢ, țĮșȫȢ İʌȘȡİȐȗȠȣȞ Įʌȩ ĲȠȞ ʌȜȘșȣıμȩ ʌȠȣ Ș İțıĲȡĮĲİȓĮ șȑȜİȚ ȞĮ İʌȘȡİȐıİȚ, μȑȤȡȚ țĮȚ ĲȘȞ İʌȚȜȠȖȒ ĲȦȞ țĮĲȐȜȜȘȜȦȞ ʌİȚȡĮμĮĲȚțȫȞ μİșȩįȦȞ Ȓ μİșȩįȦȞ ıȣȜȜȠȖȒȢ ıĲȠȚȤİȓȦȞ. ȅȚ İʌȩμİȞİȢ ĲȡİȚȢ ʌĮȡȐμİĲȡȠȚ (ʌȡȠȖİȞȑıĲİȡȘ ȖȞȫıȘ, ıȣμμİĲȑȤȠȞĲİȢ, ȠȚțȠȞȠμȚțȠȓ ʌȩȡȠȚ), ĮʌȠĲİȜȠȪȞ ʌĲȣȤȑȢ ĲȠȣ ʌİȡȚȕȐȜȜȠȞĲȠȢ ĲȘȢ İțıĲȡĮĲİȓĮȢ țĮȚ μİ ĲȘ ıİȚȡȐ ĲȠȣȢ ıȣμȕȐȜȜȠȣȞ, İʌȓıȘȢ, ıĲȘȞ ȩıȠ ĲȠ įȣȞĮĲȩȞ ʌȚȠ ȠȜȠțȜȘȡȦμȑȞȘ ʌȡȠıȑȖȖȚıȘ ĲȦȞ ĮȞĮȖțȫȞ ıȤİįȚĮıμȠȪ ĲȦȞ İțıĲȡĮĲİȚȫȞ.

ǵʌȦȢ ȒįȘ ĮȞĮĳȑȡșȘțİ, ȖȚĮ ĲȠȞ ȠȜȠțȜȘȡȦμȑȞȠ ıȤİįȚĮıμȩ ĲȦȞ İțıĲȡĮĲİȚȫȞ ȠįȚțȒȢ ĮıĳȐȜİȚĮȢ, İȓȞĮȚ ĮȞĮȖțĮȓȠȢ Ƞ ʌȡȠıįȚȠȡȚıμȩȢ ĲȦȞ ȤĮȡĮțĲȘȡȚıĲȚțȫȞ ĲȠȣȢ ıİ ʌȡȦĲĮȡȤȚțȩ μȐȜȚıĲĮ ıĲȐįȚȠ, ȫıĲİ Įʌȩ ĲȘ μȚĮ ʌȜİȣȡȐ Ș İĳĮȡμȠȖȒ ĲȠȣȢ ȞĮ İȓȞĮȚ ȩıȠ ĲȠ įȣȞĮĲȩȞ ʌȚȠ ıȦıĲȒ, ĮȜȜȐ țĮȚ Įʌȩ ĲȘȞ ȐȜȜȘ ʌȜİȣȡȐ ȞĮ țĮȜȪʌĲȠȞĲĮȚ ȠȚ ĮʌĮȚĲȒıİȚȢ μȚĮȢ ʌȚșĮȞȒȢ ĮȟȚȠȜȩȖȘıȒȢ ĲȠȣȢ ıİ İʌȩμİȞĮ ȤȡȠȞȚțȐ įȚĮıĲȒμĮĲĮ.

2.1 ȀĮșȠȡȚıμȩȢ ĲȦȞ ȆĮȡĮμȑĲȡȦȞ ĲȠȣ ȂȠȞĲȑȜȠȣ-ȆȜĮȚıȓȠȣ

Note: The names of the chair persons are in alphabetical order.

PASSENGER INTERCHANGE CHARACTERISTICS AND ATTITUDES IN PUBLIC TRANSPORT: THE CASE OF THE ATHENS TRAMWAY M. Karyda, University of the Aegean Ath. Roumboutsos, University of the Aegean S. Kapros, University of the Aegean

DATA DEVELOPMENT ANALYSIS (DEA) FOR THE EVALUATION OF PERFORMANCE OF EUROPEAN RAILWAYS G. Botzoris, Democritus Thrace University Th. Mitsogiannis, Civil Engineer E. Nathanail, University of Thessaly,

ACCIDENT STUDY OF CITY TRAMS IN ATHENS G. Aifadopoulou, CERTH/HIT D. Margaritis, CERTH/HIT

THE ELECTRONIC CONSIGNMENT NOTE IN THE INTERNATIONAL CARRIAGE OF GOODS BY RAIL K. Mitka, Solicitor, Ph.D

ADRIATIC-IONIAN RAIL CORRIDOR (AIRC) AN EFFICIENT TRAFFIC LINK FOR SOUTH-EAST EUROPE N. Dujmoviþ, University of Zagreb I. Miloš, Polytechnic of Rijeka/Croatia L. Dujmoviþ, University of Zagreb

16:45-18:45 - Session 11: Rail Transport and Fixed route modes (ƫƫ) Chair: G. Yannis – P. Kritikos


IMPROVING THE EFFECTIVENESS OF RAIL FREIGHT TRANSPORT MANAGEMENT THROUGH ICT: AN INNOVATIVE STATE-OF-THE -ART TOOL C. Antoniou, TREDIT S.A. G. Tsoukos, TREDIT S.A. A. Bizakis, TREDIT S.A. D. Papadopoulos, PROODOS S.A.

EVALUATION OF ALTERNATIVE RAILWAY ALIGNMENTS IN ENVIRONMENTAL SENSITIVE AREAS D. Dimitriou, Hellenic Open University Ch. Syropoulos, ERGOSE S.A. E. Panda, ERGOSE S.A.

GSM-R AND PUBLIC COMMUNICATIONS IN RAILWAYS TUNNELS A. Coraiola, Sirti SpA

ATHENS TRAMWAY: EVALUATION OF THE PROVIDED LEVEL OF SERVICE –RECOMMENDATIONS FOR IMPROVEMENT INTERVENTIONS T. Gialama, AUTh Ch. Pyrgidis, AUTh A. Stathopoulos, NTUA

CAPITALIZATION OF URBAN RAIL INVESTMENTS IN LAND VALUES: THE CASE OF ATHENS A. Deloukas, Attiko Metro S.A.

14:30-16:30 – Session 10: Rail Transport and Fixed route modes (ƫ) Chair: F. Koutroumpa - ƣ. Kopsahili

13:30-14:30 – Break ( lunch )

TYPICAL PEAK HOUR DESIGN OF AIRPORTS: ANALYSIS AND SPECIFICATION V. Psaraki, NTUA M. Tsagali, NTUA

1. ǼǿȈǹīȍīǾ

2

5

ȈȪμĳȦȞĮ μİ ĲȠȞ Trochin (2006), ȠȚ μȑșȠįȠȚ ıȤİįȚĮıμȠȪ ĲȠȣ ʌİȚȡȐμĮĲȠȢ įȚĮțȡȓȞȠȞĲĮȚ ıİ ʌİȚȡĮμĮĲȚțȑȢ, μȘ ʌİȚȡĮμĮĲȚțȑȢ țĮȚ “ıȤİįȩȞ” ʌİȚȡĮμĮĲȚțȑȢ, μİ ȕĮıȚțȩ ȖȞȫμȠȞĮ ĲȘȞ ĲȣȤĮȓĮ Ȓ ȩȤȚ İʌȚȜȠȖȒ ĲȠȣ įİȓȖμĮĲȠȢ. ȅȚ ʌİȚȡĮμĮĲȚțȑȢ μȑșȠįȠȚ șİȦȡȠȪȞĲĮȚ ȦȢ ȠȚ ʌȜȑȠȞ ȚıȤȣȡȑȢ, İȞȫ ȠȚ μȘ ʌİȚȡĮμĮĲȚțȑȢ ȦȢ ȠȚ ʌȚȠ ĮįȪȞĮμİȢ, ıİ ıȤȑıȘ μİ ĲȘȞ İıȦĲİȡȚțȒ ĮțȡȓȕİȚĮ, Ș ȠʌȠȓĮ μİĲĮĳȡȐȗİĲĮȚ ȦȢ Ș ȚțĮȞȩĲȘĲĮ įȘμȚȠȣȡȖȓĮȢ ĮȜȘșȚȞȫȞ ĲȣȤĮȓȦȞ ıİȞĮȡȓȦȞ.

Ǿ ĮȟȚȠȜȩȖȘıȘ ĲȘȢ ĮʌȠĲİȜİıμĮĲȚțȩĲȘĲĮȢ μȚĮȢ İțıĲȡĮĲİȓĮȢ ȠįȚțȒȢ ĮıĳȐȜİȚĮȢ ȤĮȡĮțĲȘȡȓȗİĲĮȚ Įʌȩ ĲȘ μȑșȠįȠ ıȤİįȚĮıμȠȪ ĲȠȣ ʌİȚȡȐμĮĲȠȢ, Įʌȩ ĲȘ μȑșȠįȠ ıȣȜȜȠȖȒȢ ĲȦȞ įİįȠμȑȞȦȞ țĮȚ Įʌȩ ĲȠȣȢ įİȓțĲİȢ ĮʌȠĲİȜİıμĮĲȚțȩĲȘĲĮȢ.

Ǿ ĮȞȐȖțȘ ĮȟȚȠȜȩȖȘıȘȢ μȚĮȢ İțıĲȡĮĲİȓĮȢ ȠįȚțȒȢ ĮıĳȐȜİȚĮȢ İȓȞĮȚ μİȖȐȜȘ, țĮșȫȢ İʌȚĲȡȑʌİȚ ĲȘ ȕİȜĲȓȦıȘ ĲȘȢ ȠįȚțȒȢ ĮıĳȐȜİȚĮȢ ĲȩıȠ ȕȡĮȤȣʌȡȩșİıμĮ ȩıȠ țĮȚ μĮțȡȠʌȡȩșİıμĮ μİ ĲȘ įȣȞĮĲȩĲȘĲĮ ʌȠȣ ʌĮȡȑȤİȚ ıĲȠȣȢ İȡİȣȞȘĲȑȢ ȞĮ İʌȚıȘμȐȞȠȣȞ ʌȚșĮȞȐ ȜȐșȘ ʌȠȣ ȑȖȚȞĮȞ țĮȚ ȞĮ ȕİȜĲȚȫıȠȣȞ μİ ĮȣĲȩ ĲȠȞ ĲȡȩʌȠ ĲȠ ıȤİįȚĮıμȩ ĲȦȞ İʌȩμİȞȦȞ İțıĲȡĮĲİȚȫȞ.

3.1 ȆĮȡȐȖȠȞĲİȢ ǻȚĮμȩȡĳȦıȘȢ ĲȘȢ ǹȟȚȠȜȩȖȘıȘȢ ǼțıĲȡĮĲİȚȫȞ ȅįȚțȒȢ ǹıĳȐȜİȚĮȢ

3. ǹȄǿȅȁȅīǾȈǾ ǼȀȈȉȇǹȉǼǿȍȃ ȅǻǿȀǾȈ ǹȈĭǹȁǼǿǹȈ

Ȉİ μȚĮ İțıĲȡĮĲİȓĮ ȠįȚțȒȢ ĮıĳȐȜİȚĮȢ İȓȞĮȚ ʌȚșĮȞȩ ȞĮ İμʌȜĮțȠȪȞ ĲȡİȚȢ țĮĲȘȖȠȡȓİȢ ıȣμμİĲȠȤȩȞĲȦȞ: ĮȣĲȠȓ ʌȠȣ İʌȘȡİȐȗȠȞĲĮȚ Įʌȩ ĲȘȞ İțıĲȡĮĲİȓĮ (ʌ.Ȥ. ȠȚ ȤȡȒıĲİȢ ĲȦȞ ȠįȫȞ), ĮȣĲȠȓ ʌȠȣ μİĲȑȤȠȣȞ ıĲȚȢ įȚĮįȚțĮıȓİȢ įȚĮȤİȓȡȚıȘȢ ĲȘȢ İțıĲȡĮĲİȓĮȢ (ʌ.Ȥ. ĮıĲȣȞȠμȓĮ, țȣȕȑȡȞȘıȘ) țĮȚ ĮȣĲȠȓ ʌȠȣ İȞįȚĮĳȑȡȠȞĲĮȚ ȖȚĮ ĲĮ İȣȡȒμĮĲĮ ĲȘȢ ĮȟȚȠȜȩȖȘıȘȢ ĲȘȢ İțıĲȡĮĲİȓĮȢ (ʌ.Ȥ. İȡİȣȞȘĲȚțȐ ȚįȡȪμĮĲĮ, ĳȠȡİȓȢ ĮȡμȩįȚȠȚ ȖȚĮ ĲȘȞ İĳĮȡμȠȖȒ ȕİȜĲȚȫıİȦȞ ʌȠȣ șĮ ʌȡȠțȪȥȠȣȞ Įʌȩ ĲȘȞ ĮȟȚȠȜȩȖȘıȘ). ȉȠ ʌȠıȠıĲȩ İμʌȜȠțȒȢ ĲȘȢ țĮșİμȚȐȢ Įʌȩ ĲȚȢ ʌĮȡĮʌȐȞȦ țĮĲȘȖȠȡȓİȢ ȠĳİȓȜİȚ ȞĮ țĮșȠȡȓȗİĲĮȚ ıĲĮ ĮȡȤȚțȐ ıĲȐįȚĮ ıȤİįȚĮıμȠȪ ĲȘȢ İțıĲȡĮĲİȓĮȢ, ȫıĲİ ȞĮ ȣʌȐȡȤȠȣȞ ĲĮ ʌİȡȚșȫȡȚĮ ĮȞĮȗȒĲȘıȘȢ ȞȑȦȞ ıȣμμİĲİȤȩȞĲȦȞ, ĮȞ țȡȚșİȓ ĮʌĮȡĮȓĲȘĲȠ țĮĲȐ ĲȘ įȚȐȡțİȚĮ ĲȘȢ İĳĮȡμȠȖȒȢ ĲȘȢ . īȚĮ ʌĮȡȐįİȚȖμĮ, Ș ıĲĮĲȚıĲȚțȒ İʌİȟİȡȖĮıȓĮ ĲȦȞ ıĲȠȚȤİȓȦȞ μȚĮȢ İțıĲȡĮĲİȓĮȢ ʌȠȣ ȕȠȘșȐ ıĲȘȞ ĮȟȚȠȜȩȖȘıȒ ĲȘȢ ĮʌȠĲİȜİȓ ȑȞĮ Įʌȩ ĲĮ ĲİȜİȣĲĮȓĮ ȤȡȠȞȚțȐ ıĲȐįȚĮ ʌȠȣ ȜĮμȕȐȞȠȣȞ ȤȫȡĮ. ȍıĲȩıȠ, įİȞ İȓȞĮȚ ȜȓȖȠȚ İțİȓȞȠȚ ȠȚ ʌĮȡȐȖȠȞĲİȢ (ʌ.Ȥ. μȑȖİșȠȢ įİȓȖμĮĲȠȢ) ʌȠȣ ʌȡȑʌİȚ ȞĮ țĮșȠȡȚıșȠȪȞ ıĲȘȞ ĮȡȤȒ, ȠʌȩĲİ țĮȚ Ș ıȣȞİȚıĳȠȡȐ İȞȩȢ ĮȞĮȜȣĲȒ ıĲĮĲȚıĲȚțȫȞ įİįȠμȑȞȦȞ țȡȓȞİĲĮȚ ĮʌĮȡĮȓĲȘĲȘ ıĲȘ ĳȐıȘ ĲȠȣ ıȤİįȚĮıμȠȪ.

2.8 ȈȣμμİĲȑȤȠȞĲİȢ ıĲȘȞ ǼțıĲȡĮĲİȓĮ ȅįȚțȒȢ ǹıĳȐȜİȚĮȢ

ȈȘμĮȞĲȚțȩ ȡȩȜȠ įȚĮįȡĮμĮĲȓȗİȚ, İʌȓıȘȢ, Ƞ ʌȡȠȨʌȠȜȠȖȚıμȩȢ μȚĮȢ İțıĲȡĮĲİȓĮȢ ıĲȠȞ ĲȡȩʌȠ ĮȟȚȠȜȩȖȘıȒȢ ĲȘȢ, țĮșȫȢ İʌȘȡİȐȗİȚ ıİ μİȖȐȜȠ ȕĮșμȩ ȖȚĮ ʌĮȡȐįİȚȖμĮ ĲĮ țȩıĲȘ İʌȚțȠȚȞȦȞȓĮȢ, ĲĮ ȑȟȠįĮ ĲĮȟȚįȚȠȪ ĲȦȞ ıȣμμİĲȠȤȩȞĲȦȞ ıĲȘȞ ȑȡİȣȞĮ, ĲĮ ȑȟȠįĮ ȖȚĮ ĲİȤȞȠȜȠȖȚțȩ İȟȠʌȜȚıμȩ, ĮȜȜȐ țĮȚ ĲȠ țȩıĲȠȢ ıȣȜȜȠȖȒȢ ıĲȠȚȤİȓȦȞ Ȓ İʌİȟİȡȖĮıȓĮȢ ĮȣĲȫȞ.

ȅ ʌȡȠȨʌȠȜȠȖȚıμȩȢ μȚĮȢ İțıĲȡĮĲİȓĮȢ ȠįȚțȒȢ ĮıĳȐȜİȚĮȢ İȓȞĮȚ ȐμİıĮ ıȣȞįİįİμȑȞȠȢ ĲȩıȠ μİ ĲĮ ıĲȐįȚĮ ĲȠȣ ıȤİįȚĮıμȠȪ țĮȚ ĲȘȢ İĳĮȡμȠȖȒȢ, ȩıȠ țĮȚ μİ ĲȠ ıĲȐįȚȠ ĲȘȢ ĮȟȚȠȜȩȖȘıȘȢ. ǼȓȞĮȚ ĳȣıȚțȩ ȩĲȚ ȩıȠ μİȖĮȜȪĲİȡȠȢ İȓȞĮȚ Ƞ ʌȡȠȨʌȠȜȠȖȚıμȩȢ țĮȚ ʌİȡȚııȩĲİȡİȢ ȠȚ ʌȘȖȑȢ ȠȚțȠȞȠμȚțȒȢ ȣʌȠıĲȒȡȚȟȘȢ, ĲȩıȠ ʌȚȠ İȣȡİȓĮ țĮĲĮȡȤȒȞ μʌȠȡİȓ ȞĮ İȓȞĮȚ Ș İțıĲȡĮĲİȓĮ, ĮȜȜȐ țĮȚ ʌİȡȚııȩĲİȡĮ ĲĮ μȑıĮ ʌȡȠȕȠȜȒȢ, ĲĮ ȐĲȠμĮ ʌȠȣ ȣʌȠıĲȘȡȓȗȠȣȞ ĲȘȞ İțıĲȡĮĲİȓĮ, ț.Ĳ.Ȝ.

2.7 ȆȡȠȨʌȠȜȠȖȚıμȩȢ ĲȘȢ ǼțıĲȡĮĲİȓĮȢ ȅįȚțȒȢ ǹıĳȐȜİȚĮȢ

İȓĲİ μȑıĮ Įʌȩ μİȜȑĲİȢ țĮȚ ȑȡİȣȞİȢ ʌȠȣ ȕĮıȓȗȠȞĲĮȚ ıĲȚȢ ĮȞĮȜȪıİȚȢ μİĲȐ ĲȘ ȜȒȟȘ ĲȦȞ İțıĲȡĮĲİȚȫȞ (GADGET Report, Delhome, et. al, 1999).

2. ȂȅȃȉǼȁȅ-ȆȁǹǿȈǿȅ ȆȇȅȈǻǿȅȇǿȈȂȅȊ ȋǹȇǹȀȉǾȇǿȈȉǿȀȍȃ ǼȀȈȉȇǹȉǼǿȍȃ ȅǻǿȀǾȈ ǹȈĭǹȁǼǿǹȈ

ǼȓȞĮȚ ĳĮȞİȡȩ ʌȦȢ Ș İĳĮȡμȠȖȒ ĲȦȞ μȘĲȡȫȦȞ ʌȠȣ ĮȞĮĳȑȡșȘțĮȞ ıĲĮ ʌȡȠȘȖȠȪμİȞĮ, ĮʌȠĲİȜİȓ ȑȞĮ ıȘμĮȞĲȚțȩ İȡȖĮȜİȓȠ ȖȚĮ ĲȘ ıȦıĲȒ țĮȚ ȠȜȠțȜȘȡȦμȑȞȘ ȜȒȥȘ ĮʌȠĳȐıİȦȞ ȩıȠȞ ĮĳȠȡȐ ĲȘȞ ȠȡȖȐȞȦıȘ ĲȦȞ İțıĲȡĮĲİȚȫȞ ȠįȚțȒȢ ĮıĳȐȜİȚĮȢ, țȐĲȦ ʌȐȞĲĮ Įʌȩ ĲȠ ʌȡȓıμĮ ĲȘȢ İʌȚıĲȘμȠȞȚțȐ ĲİțμȘȡȚȦμȑȞȘȢ ĮȟȚȠȜȩȖȘıȒȢ ĲȠȣȢ. ȍıĲȩıȠ, μȑȤȡȚ ĲȘ ıĲȚȖμȒ ıȣȖȖȡĮĳȒȢ ĲȘȢ ʌĮȡȠȪıĮȢ İȡȖĮıȓĮȢ, įİȞ ȑȤİȚ ȖȓȞİȚ țȐʌȠȚĮ ʌİȚȡĮμĮĲȚțȒ İĳĮȡμȠȖȒ țĮȚ ȖȚ’ ĮȣĲȩ ĲȠ ȜȩȖȠ įİȞ μʌȠȡȠȪȞ ȞĮ įȠșȠȪȞ ʌȡĮțĲȚțȐ ʌĮȡĮįİȓȖμĮĲĮ İĳĮȡμȠȖȒȢ.

Ǿ ʌȡȦĲȠĲȣʌȓĮ ĲȘȢ İȡȖĮıȓĮȢ ĮȣĲȒȢ ıĲȠȞ ĲȠμȑĮ ĲȠȣ ıȤİįȚĮıμȠȪ țĮȚ ĲȘȢ ĮȟȚȠȜȩȖȘıȘȢ ĲȦȞ İțıĲȡĮĲİȚȫȞ ȠįȚțȒȢ ĮıĳȐȜİȚĮȢ ȑȖțİȚĲĮȚ ıĲȘ įȚĮμȩȡĳȦıȘ İȞȩȢ μȘĲȡȫȠȣ ĮȜȜȘȜȠıȣıȤİĲȓıİȦȞ , ĲȠ ȠʌȠȓȠ ʌȡȠıįȚȠȡȓȗİȚ ĲȠȣȢ ʌȚșĮȞȠȪȢ ıȣȞįȣĮıμȠȪȢ ĲȠȣ ıȤİįȚĮıμȠȪ ĲȠȣ ʌİȚȡȐμĮĲȠȢ, ĲȦȞ μİșȩįȦȞ ıȣȜȜȠȖȒȢ įİįȠμȑȞȦȞ țĮȚ ĲȦȞ įİȚțĲȫȞ ĮʌȠĲİȜİıμĮĲȚțȩĲȘĲĮȢ, İȞȫ ĲȑȜȠȢ įȚĮμȠȡĳȫȞİĲĮȚ țĮȚ ȑȞĮ ʌȠȜȣįȚȐıĲĮĲȠ μȘĲȡȫȠ ĮȜȜȘȜȠıȣıȤİĲȓıİȦȞ μİĲĮȟȪ ĲȦȞ ĲȡȚȫȞ ıĲȠȚȤİȓȦȞ ĲȘȢ ĮȟȚȠȜȩȖȘıȘȢ țĮȚ ĲȦȞ İʌĲȐ ʌĮȡĮμȑĲȡȦȞ ĲȠȣ μȠȞĲȑȜȠȣ-ʌȜĮȚıȓȠȣ ʌȠȣ ĮȞĮĳȑȡșȘțİ ʌĮȡĮʌȐȞȦ.

ȈĲȠ ʌȜĮȓıȚȠ ĲȘȢ ʌĮȡȠȪıĮȢ İȡȖĮıȓĮȢ, ʌȡȠĲİȓȞİĲĮȚ ȑȞĮ μȠȞĲȑȜȠ-ʌȜĮȓıȚȠ ıȪμĳȦȞĮ μİ ĲȠ ȠʌȠȓȠ ȖȓȞİĲĮȚ Ƞ ʌȡȠıįȚȠȡȚıμȩȢ ĲȦȞ ȤĮȡĮțĲȘȡȚıĲȚțȫȞ ĲȦȞ İțıĲȡĮĲİȚȫȞ ȠįȚțȒȢ ĮıĳȐȜİȚĮȢ, ȜĮμȕȐȞȠȞĲĮȢ ȣʌȩȥȘ ĲȚȢ ĮʌĮȚĲȒıİȚȢ ȖȚĮ ĲȘȞ ĮȟȚȠȜȩȖȘıȘ ĲȘȢ ĮʌȠĲİȜİıμĮĲȚțȩĲȘĲȐȢ ĲȠȣȢ. ȈĲȘ ıȣȞȑȤİȚĮ ĮȞĮȜȪȠȞĲĮȚ ĲĮ μȠȞĲȑȜĮ ĮȟȚȠȜȩȖȘıȘȢ ĲȦȞ İțıĲȡĮĲİȚȫȞ ʌȠȣ ıĲȘȡȓȗȠȞĲĮȚ ıĲȘȞ ĲȣȤĮȓĮ țĮȚ μȘ įİȚȖμĮĲȠȜȘȥȓĮ, ıĲȘ įȘμȚȠȣȡȖȓĮ Ȓ ȩȤȚ ȠμȐįȦȞ İȜȑȖȤȠȣ, ıĲȘ ıȣȜȜȠȖȒ įİįȠμȑȞȦȞ ʌȡȚȞμİĲȐ, Ȓ ʌȡȚȞ-țĮĲȐ ĲȘ įȚȐȡțİȚĮ-μİĲȐ , Ȓ μȩȞȠ μİĲȐ , ʌȡȠțİȚμȑȞȠȣ ȞĮ ʌȡȠıįȚȠȡȚıșȠȪȞ ȠȚ ĮȜȜĮȖȑȢ ıĲȘ ıȣμʌİȡȚĳȠȡȐ ĲȦȞ ȤȡȘıĲȫȞ ĲȘȢ ȠįȠȪ. Ǿ ĮȟȚȠȜȩȖȘıȘ ĲȘȢ ĮʌȠĲİȜİıμĮĲȚțȩĲȘĲĮȢ ĲȘȢ İțıĲȡĮĲİȓĮȢ ʌȡȠıįȚȠȡȓȗİĲĮȚ Įʌȩ ĲȠȣȢ İȟȒȢ ĲȡİȚȢ ʌĮȡȐȖȠȞĲİȢ, ĲȠ ıȤİįȚĮıμȩ ĲȠȣ ʌİȚȡȐμĮĲȠȢ, ĲȘ μȑșȠįȠ ıȣȜȜȠȖȒȢ įİįȠμȑȞȦȞ țĮȚ ĲȠȣȢ įİȓțĲİȢ ĮʌȠĲİȜİıμĮĲȚțȩĲȘĲĮȢ.

ȈĲȩȤȠȢ ĲȠȣ İȣȡȦʌĮȧțȠȪ İȡİȣȞȘĲȚțȠȪ ȑȡȖȠȣ CAST (Campaigns and Awareness-raising Strategies in Traffic Safety), ĲȠȣ 6Ƞȣ ȆȡȠȖȡȐμμĮĲȠȢ ȆȜĮȚıȓȠȣ ĲȘȢ ǼȣȡȦʌĮȧțȒȢ ǼʌȚĲȡȠʌȒȢ (2006-2009), İȓȞĮȚ Ș ĮȞȐʌĲȣȟȘ İȞȩȢ İȡȖĮȜİȓȠȣ ȖȚĮ ĲȠ ıȤİįȚĮıμȩ țĮȚ ĲȘȞ ĮȟȚȠȜȩȖȘıȘ İțıĲȡĮĲİȚȫȞ ȠįȚțȒȢ ĮıĳȐȜİȚĮȢ, ȑĲıȚ ȫıĲİ ȞĮ ȜĮμȕȐȞȠȞĲĮȚ ȣʌȩȥȘ a priori ȠȚ ȚįȚĮȓĲİȡİȢ ĮʌĮȚĲȒıİȚȢ μȚĮȢ ĲİțμȘȡȚȦμȑȞȘȢ İʌȚıĲȘμȠȞȚțȐ μİșȠįȠȜȠȖȓĮȢ ĮȟȚȠȜȩȖȘıȘȢ.

Ǿ ǼȣȡȦʌĮȧțȒ ǲȞȦıȘ ıĲȘ ȁİȣțȒ ĲȘȢ ǺȓȕȜȠ ĲȠȣ 2001 ȖȚĮ ĲȘȞ ʌȠȜȚĲȚțȒ ĲȘȢ ıĲȚȢ μİĲĮĳȠȡȑȢ, ȣȚȠșȑĲȘıİ ĲȠ ĳȚȜȩįȠȟȠ ıĲȩȤȠ μİȓȦıȘȢ ĲȠȣ ĮȡȚșμȠȪ ĲȦȞ ĮĲȩμȦȞ ʌȠȣ ȤȐȞȠȣȞ ĲȘ ȗȦȒ ĲȠȣȢ ıİ ĲȡȠȤĮȓĮ ĮĲȣȤȒμĮĲĮ ıĲȠ 50% μȑȤȡȚ ĲȠ 2010. ȅȚ İțıĲȡĮĲİȓİȢ ȠįȚțȒȢ ĮıĳȐȜİȚĮȢ, μʌȠȡȠȪȞ μİ ĲȠ ıȦıĲȩ ıȤİįȚĮıμȩ, ȞĮ ıȣμȕȐȜȜȠȣȞ ıĲȘȞ İʌȓĲİȣȟȘ ĮȣĲȠȪ ĲȠȣ ıĲȩȤȠȣ, țĮșȫȢ ĮʌȠĲİȜȠȪȞ μȚĮ Įʌȩ ĲȚȢ țȣȡȚȩĲİȡİȢ ʌȡĮțĲȚțȑȢ ʌȠȣ İĳĮȡμȩȗȠȞĲĮȚ ȖȚĮ ĲȠȞ İʌȘȡİĮıμȩ ĲȦȞ ȤȡȘıĲȫȞ ĲȘȢ ȠįȠȪ, ȫıĲİ ȠȚ ȤȡȒıĲİȢ μİ ĲȘ ıİȚȡȐ ĲȠȣȢ ȞĮ İĳĮȡμȩȗȠȣȞ țĮȞȩȞİȢ țĮȚ ıȣȞșȒțİȢ ʌȠȣ ȞĮ μİȚȫȞȠȣȞ ĲȠȞ ĮȡȚșμȩ ĲȦȞ ĮĲȣȤȘμȐĲȦȞ țĮȚ ĲȦȞ șȣμȐĲȦȞ ĮȣĲȫȞ. ȍıĲȩıȠ, ıĲȘȞ ʌȡȐȟȘ ȠȚ İʌȚʌĲȫıİȚȢ ĲȦȞ İțıĲȡĮĲİȚȫȞ İȓȞĮȚ įȪıțȠȜȠ ȞĮ ĮʌȠĲȚμȘșȠȪȞ țĮȚ ȞĮ ĮʌȠμȠȞȦșȠȪȞ Įʌȩ ĲȚȢ İʌȚʌĲȫıİȚȢ ʌȠȣ ĮıțȠȪȞ ıĲȘȞ ȠįȘȖȚțȒ ıȣμʌİȡȚĳȠȡȐ țĮȚ țĮĲ’ İʌȑțĲĮıȘ ıİ μȚĮ ʌȚșĮȞȒ μİȓȦıȘ ĲȠȣ ĮȡȚșμȠȪ ĲȦȞ ĮĲȣȤȘμȐĲȦȞ ȐȜȜİȢ ʌĮȡȐȜȜȘȜİȢ įȡȐıİȚȢ, ȩʌȦȢ ȖȚĮ ʌĮȡȐįİȚȖμĮ ȠȚ İȞĲĮĲȚțȩĲİȡȠȚ ȑȜİȖȤȠȚ ĲȘȢ ĮıĲȣȞȠμȓĮȢ, ȠȚ ĮȜȜĮȖȑȢ ıĲȘ ȞȠμȠșİıȓĮ, ȠȚ İțʌĮȚįİȣĲȚțȑȢ įȡȐıİȚȢ , Ș ȕİȜĲȓȦıȘ ĲȘȢ ȣʌȠįȠμȒȢ țĮȚ ȐȜȜİȢ.

ȅȜȠțȜȘȡȦμȑȞȘ ʌȡȠıȑȖȖȚıȘ

ȆȡȠıʌȐșİȚĮ ĮʌȠĲİȜİıμȐĲȦȞ įȡĮıĲȘȡȚȠĲȒĲȦȞ

μȑĲȡȘıȘȢ ʌĮȡȐȜȜȘȜȦȞ

-

ȆȚșĮȞȩĲȘĲĮ ȤȡȒıȘȢ țĮȚ “ıȤİįȩȞ” țĮȚ ʌİȚȡĮμĮĲȚțȒȢ μİșȩįȠȣ, μİ ȤȡȒıȘ ȠμȐįĮȢ İȜȑȖȤȠȣ “ȆȡȚȞ” (ȕĮıȚȗȩμİȞĮ ıİ ȖȞȦıĲȑȢ ʌȜȘȡȠĳȠȡȓİȢ) ȆȚșĮȞȩĲȘĲĮ ȖȚĮ “μİĲȐ” ȅ ĮȡȚșμȩȢ ĲȦȞ μİĲȡȒıİȦȞ ȖİȞȚțȐ ĮȣȟȐȞİȚ ĲȠ țȩıĲȠȢ

4. ȈȊȂȆǼȇǹȈȂǹȉǹ

ȆȡȠıĮȡμȠȖȒ ıĲȘ įȚĮșİıȚμȩĲȘĲĮ ĲȦȞ “ʌȡȚȞ” įİįȠμȑȞȦȞ ȅȚ ʌİȡȚııȩĲİȡȠȚ įİȓțĲİȢ ĮʌȠĲİȜİıμĮĲȚțȩĲȘĲĮȢ ĮȣȟȐȞȠȣȞ ĲȠ țȩıĲȠȢ Ǿ įȚĮșİıȚμȩĲȘĲĮ ĲȦȞ įİįȠμȑȞȦȞ İʌȘȡİȐȗİȚ ĲȘȞ İʌȚȜȠȖȒ ĲȦȞ įİȚțĲȫȞ ĮʌȠĲİȜİıμĮĲȚțȩĲȘĲĮȢ

ȆȡȠıʌȐșİȚĮ μȑĲȡȘıȘȢ ĮʌȠĲİȜİıμȐĲȦȞ ʌĮȡȐȜȜȘȜȦȞ įȡĮıĲȘȡȚȠĲȒĲȦȞ

Ǿ įȚİȣțȩȜȣȞıȘ ıİ ıȣȞįȣĮıμȩ μİ ĲȘȞ İȞįȣȞȐμȦıȘ İʌȘȡİȐȗȠȣȞ ĲȚȢ İȡȦĲȒıİȚȢ

ȆȡȠıĮȡμȠȖȒ ıĲȘ įȚĮșİıȚμȩĲȘĲĮ ĲȦȞ “ʌȡȚȞ” įİįȠμȑȞȦȞ ǵıȠ μİȖĮȜȪĲİȡȠ ĲȠ įİȓȖμĮ, ĲȩıȠ μİȖĮȜȪĲİȡȠ ĲȠ țȩıĲȠȢ

9

Delhomme, P., Vaa, T., Meyer, T., Harland, G., Goldenbeld, C., Järmärk, S., Christie, N., Rehnova, V. (1999). Evaluated road safety media campaigns: An overview of 265 evaluated campaigns and some meta-analysis on accidents. EC, Deliverable 4. Gadget project. Contract N°: RO-97-SC.2235. Arcueil, INRETS/RR-00-006-FR. (traduction française du rapport -juillet 2000: Campagnes évaluées en sécurité routière: une revue de 265 campagnes évaluées et quelques méta-analyses sur les accidents). Elliott, B. (1989). Effective road safety campaigns: A practical handbook. Prepared for Federal Office of Road Safety. Elliott & Shanahan Research (report N° CR 80). European Road Safety Observatory. Internet WWW page, at URL:< http://www.erso.eu>. RoadSafetyWeb. Internet WWW page, at URL:< http://www.roadsafetyweb.net>. Trochim, W.M. (2006). Research methods knowledge base, 2nd Edition. Internet WWW page, at URL: (version current as of October 20, 2006).

ǺȚȕȜȚȠȖȡĮĳȓĮ-ǹȞĮĳȠȡȑȢ

Ǿ ʌĮȡȠȪıĮ İȡȖĮıȓĮ ıĲȘȡȓȤșȘțİ ıĲȘȞ ȑȡİȣȞĮ ʌȠȣ ȑȤİȚ ȣȜȠʌȠȚȘșİȓ μȑȤȡȚ ĲȘ ıĲȚȖμȒ ıȣȖȖȡĮĳȒȢ ĲȘȢ Įʌȩ ĲȘȞ țȠȚȞȠʌȡĮȟȓĮ ĲȠȣ İȣȡȦʌĮȧțȠȪ İȡİȣȞȘĲȚțȠȪ ȑȡȖȠȣ CAST (Campaigns and Awareness-raising Strategies in Traffic Safety), ʌȠȣ ȤȡȘμĮĲȠįȠĲİȓĲĮȚ Įʌȩ ĲȠ 6Ƞ ȆȡȩȖȡĮμμĮ ȆȜĮȓıȚȠ ĲȘȢ ǼȣȡȦʌĮȧțȒȢ ǼʌȚĲȡȠʌȒȢ (2006-2009), țĮȚ ıĲȘȞ ȠʌȠȓĮ ĲȠ ȆĮȞİʌȚıĲȒμȚȠ ĬİııĮȜȓĮȢ İȓȞĮȚ İĲĮȓȡȠȢ. ȅȚ ıȣȖȖȡĮĳİȓȢ İțĳȡȐȗȠȣȞ ĲȚȢ İȣȤĮȡȚıĲȓİȢ ĲȠȣȢ ĲȩıȠ ıĲȘȞ țȠȚȞȠʌȡĮȟȓĮ ĲȠȣ CAST, ȩıȠ țĮȚ ıĲȘȞ ǼȣȡȦʌĮȧțȒ ǼʌȚĲȡȠʌȒ.

ǼȣȤĮȡȚıĲȓİȢ

Ǿ ĮȞȐȖțȘ ıȤİįȚĮıμȠȪ ȠȜȠȑȞĮ țĮȚ ʌȚȠ ȠȜȠțȜȘȡȦμȑȞȦȞ İțıĲȡĮĲİȚȫȞ ȠįȚțȒȢ ĮıĳȐȜİȚĮȢ İȓȞĮȚ μİȖȐȜȘ. ȅȚ ıȪȖȤȡȠȞİȢ ĲȐıİȚȢ İȓȞĮȚ ȞĮ ʌȡĮȖμĮĲȠʌȠȚȠȪȞĲĮȚ ʌȜȑȠȞ ıȣȞįȣĮıĲȚțȑȢ İțıĲȡĮĲİȓİȢ μİ ĲȘ ıȣμȕȠȜȒ țĮȚ ȐȜȜȦȞ ĳȠȡȑȦȞ, ȩʌȦȢ İȓȞĮȚ Ș ĮıĲȣȞȠμȓĮ țĮȚ Ș İțʌĮȓįİȣıȘ. Ǿ ʌȠȜȣʌȜȠțȩĲȘĲĮ, ȩμȦȢ, ĮȣĲȒ ʌȠȣ įȘμȚȠȣȡȖİȓĲĮȚ ıĲȘȞ İĳĮȡμȠȖȒ ĲȦȞ İțıĲȡĮĲİȚȫȞ μİ ĲȘȞ ʌĮȡȐȜȜȘȜȘ įȡȐıȘ ȐȜȜȦȞ ʌĮȡĮȖȩȞĲȦȞ, İʌȘȡİȐȗİȚ țĮȚ ĲȘȞ ĮȟȚȠȜȩȖȘıȘ ĲȠȣȢ, Ș ȠʌȠȓĮ ȠĳİȓȜİȚ ȞĮ İȓȞĮȚ ȩıȠ ĲȠ įȣȞĮĲȩȞ ʌȚȠ ȠȜȠțȜȘȡȦμȑȞȘ țĮȚ İʌȚıĲȘμȠȞȚțȐ ĲİțμȘȡȚȦμȑȞȘ, țĮșȫȢ ıȣμȕȐȜİȚ μİ ĲȘ ıİȚȡȐ ĲȘȢ ıĲȘ įȘμȚȠȣȡȖȓĮ ʌİĲȣȤȘμȑȞȦȞ μİȜȜȠȞĲȚțȫȞ İțıĲȡĮĲİȚȫȞ. Ǿ İĳĮȡμȠȖȒ ĲȩıȠ ĲȠȣ μȠȞĲȑȜȠȣ-ʌȜĮȚıȓȠȣ, ȩıȠ țĮȚ ĲȦȞ μȘĲȡȫȦȞ ĮȜȜȘȜȠıȣıȤİĲȓıİȦȞ ʌȠȣ ʌĮȡȠȣıȚȐıĲȘțĮȞ ıĲȘȞ ʌĮȡȠȪıĮ İȡȖĮıȓĮ, μʌȠȡȠȪȞ ȞĮ ĮʌȠĲİȜȑıȠȣȞ ıȘμĮȞĲȚțȐ İȡȖĮȜİȓĮ ȜȒȥȘȢ ĮʌȠĳȐıİȦȞ ıĲȠ ıȤİįȚĮıμȩ, ĲȘȞ İĳĮȡμȠȖȒ țĮȚ ĲȘȞ ĮȟȚȠȜȩȖȘıȘ İțıĲȡĮĲİȚȫȞ ȠįȚțȒȢ ĮıĳȐȜİȚĮȢ.

ȈȣμμİĲȑȤȠȞĲİȢ

ȆȡȠȨʌȠȜȠȖȚıμȩȢ

ȆȡȠȖİȞȑıĲİȡȘ ȖȞȫıȘ (ʌĮȜĮȚȩĲİȡİȢ İțıĲȡĮĲİȓİȢ, μİȜȑĲİȢ, ț.Ĳ.Ȝ. )

6

Ǿ ĮȞȐȖțȘ ȖȚĮ ĲȣȤĮȓĮ įİȚȖμĮĲȠȜȘȥȓĮ ȠįȘȖİȓ ıĲȘȞ İʌȚȜȠȖȒ μȚĮȢ ʌİȚȡĮμĮĲȚțȒȢ μİșȩįȠȣ ıȤİįȚĮıμȠȪ, İȞȫ ıĲȘȞ ʌİȡȓʌĲȦıȘ ʌȠȣ įİȞ İʌȚșȣμȠȪμİ ĲȣȤĮȓȠ įİȓȖμĮ ĮĲȩμȦȞ, ȠįȘȖȠȪμĮıĲİ ıĲȘ ȤȡȒıȘ μȚĮȢ “ıȤİįȩȞ” ʌİȚȡĮμĮĲȚțȒȢ μİșȩįȠȣ. ǵʌȦȢ İȓȞĮȚ ĳȣıȚțȩ țĮȚ ȠȚ įȣȠ țĮĲȘȖȠȡȓİȢ μİșȩįȦȞ țȡȪȕȠȣȞ ĮȞĲȓıĲȠȚȤĮ țȚȞįȪȞȠȣȢ ıĲȘȞ İʌȚȜȠȖȒ ĲȠȣ įİȓȖμĮĲȠȢ țĮȚ ĲȘȞ ĮȟȚȠʌȚıĲȓĮ ĲȠȣȢ. ȅȚ ʌİȚȡĮμĮĲȚțȑȢ μȑșȠįȠȚ ʌȠȣ ʌȚȠ ıȣȤȞȐ ȤȡȘıȚμȠʌȠȚȠȪȞĲĮȚ İȓȞĮȚ ȠȚ ĮțȩȜȠȣșİȢ: “The twogroup after-only randomized experiment”, “The factorial design”, “The two-group beforeafter randomized experiment”, “The multiple time series randomized experiment”, “The Solomon four-group design” țĮȚ “The switching replications randomized experiment”. ǹȞĲȓıĲȠȚȤĮ, ȠȚ țȣȡȚȩĲİȡİȢ “ıȤİįȩȞ” ʌİȚȡĮμĮĲȚțȑȢ μȑșȠįȠȚ İȓȞĮȚ ȠȚ ĮțȩȜȠȣșİȢ: “The time

ǵʌȦȢ ȒįȘ ĮȞĮĳȑȡșȘțİ, Ș İʌȚȜȠȖȒ ĲȘȢ țĮĲȐȜȜȘȜȘȢ μİșȩįȠȣ ıȤİįȚĮıμȠȪ ĲȘȢ ĮȟȚȠȜȩȖȘıȘȢ μȚĮȢ İțıĲȡĮĲİȓĮȢ İȓȞĮȚ ıȣȞȐȡĲȘıȘ ĲȘȢ ĲȣȤĮȓĮȢ Ȓ μȘ įİȚȖμĮĲȠȜȘȥȓĮȢ, ĲȘȢ ĮȞȐȖțȘȢ įȘμȚȠȣȡȖȓĮȢ Ȓ ȩȤȚ ȠμȐįĮȢ İȜȑȖȤȠȣ, ȩʌȦȢ țĮȚ ĲȘȢ ıȣȜȜȠȖȒȢ įİįȠμȑȞȦȞ ʌȡȚȞ-μİĲȐ, Ȓ ʌȡȚȞ-țĮĲȐ ĲȘ įȚȐȡțİȚĮ-μİĲȐ, Ȓ μȩȞȠ μİĲȐ.

3.2 ǼȞĮȜȜĮțĲȚțȐ ȂȠȞĲȑȜĮ ǹȟȚȠȜȩȖȘıȘȢ ĲȦȞ ǼțıĲȡĮĲİȚȫȞ ȅįȚțȒȢ ǹıĳȐȜİȚĮȢ

ȅȚ įİȓțĲİȢ ĮʌȠĲİȜİıμĮĲȚțȩĲȘĲĮȢ, ĲȑȜȠȢ, įȚĮțȡȓȞȠȞĲĮȚ ıĲȚȢ İȟȒȢ ĲȡİȚȢ țĮĲȘȖȠȡȓİȢ: ĲȚȢ μİĲȡȒıİȚȢ ʌȠȣ ĮȞĮĳȑȡȠȞĲĮȚ Įʌȩ ĲȠȣȢ ȓįȚȠȣȢ ĲȠȣȢ İȡȦĲȘșȑȞĲİȢ Ȓ ıȣμμİĲȑȤȠȞĲİȢ ıĲȘȞ ȑȡİȣȞĮ, ĲȚȢ μİĲȡȒıİȚȢ ʌȠȣ ʌȡȠțȪʌĲȠȣȞ Įʌȩ ĲȘȞ ʌĮȡĮĲȒȡȘıȘ ĲȘȢ ıȣμʌİȡȚĳȠȡȐȢ ĲȦȞ ȤȡȘıĲȫȞ țĮȚ ĲȚȢ μİĲȡȒıİȚȢ ʌȠȣ ʌȡȠȑȡȤȠȞĲĮȚ Įʌȩ ĲȚȢ ĮȜȜĮȖȑȢ ıĲĮ ıĲĮĲȚıĲȚțȐ ıĲȠȚȤİȓĮ ĮĲȣȤȘμȐĲȦȞ. Ǿ ʌȡȫĲȘ țĮĲȘȖȠȡȓĮ įİȚțĲȫȞ ĮʌȠĲİȜİıμĮĲȚțȩĲȘĲĮȢ İʌȚĲȡȑʌİȚ ĲȘȞ țĮĲĮȖȡĮĳȒ țĮȚ ĲȘȞ țĮĲĮȞȩȘıȘ ĲȦȞ μȘȤĮȞȚıμȫȞ ʌȠȣ İʌȘȡİȐȗȠȣȞ ĲȘ ıȣμʌİȡȚĳȠȡȐ Ȓ ĲȘȞ ĮȜȜĮȖȒ ĲȘȢ ıȣμʌİȡȚĳȠȡȐȢ ĲȦȞ ȤȡȘıĲȫȞ ĲȦȞ ȠįȫȞ, İȞȫ ĮʌȠĲİȜİȓ ʌȚșĮȞȩȞ ĲȘ μȠȞĮįȚțȒ İʌȚȜȠȖȒ, ȩĲĮȞ ĲȠ μȑȖİșȠȢ ĲȠȣ įİȓȖμĮĲȠȢ İȓȞĮȚ ʌȠȜȪ μİȖȐȜȠ. Ǿ ʌĮȡĮĲȒȡȘıȘ ĲȘȢ ıȣμʌİȡȚĳȠȡȐȢ ĲȦȞ ȤȡȘıĲȫȞ, Įʌȩ ĲȘȞ ȐȜȜȘ ʌȜİȣȡȐ, șİȦȡİȓĲĮȚ ʌȚȠ ĮȟȚȩʌȚıĲȘ μȑșȠįȠȢ ıİ ıȤȑıȘ μİ ĲȘȞ ʌȡȫĲȘ țĮĲȘȖȠȡȓĮ įİȚțĲȫȞ, țĮȚ İʌȚĲȡȑʌİȚ ĲȘȞ țĮĲĮȖȡĮĳȒ, ȖȚĮ ʌĮȡȐįİȚȖμĮ, ĲȠȣ ĮȡȚșμȠȪ ĲȦȞ ĮĲȩμȦȞ ʌȠȣ ȤȡȘıȚμȠʌȠȚȠȪȞ ĲȘ ȗȫȞȘ ĮıĳĮȜİȓĮȢ (ʌ.Ȥ., ȩĲĮȞ ıĲĮμĮĲȠȪȞ ĲĮ ĮȣĲȠțȓȞȘĲĮ ıİ țȩțțȚȞȠ ıȘμĮĲȠįȩĲȘ) Ȓ ĲȘȢ ĲĮȤȪĲȘĲĮȢ ĲȦȞ ȠȤȘμȐĲȦȞ țĮșȫȢ įȚĮıȤȓȗȠȣȞ μȚĮ ıȣȖțİțȡȚμȑȞȘ įȚĮıĲĮȪȡȦıȘ. ȅȚ ĮȜȜĮȖȑȢ ıĲĮ ıĲĮĲȚıĲȚțȐ ıĲȠȚȤİȓĮ ĮĲȣȤȘμȐĲȦȞ İʌȚĲȡȑʌȠȣȞ, ĲȑȜȠȢ, ĲȠȞ ȑȜİȖȤȠ ĲȘȢ įȚİȚıįȣĲȚțȩĲȘĲĮȢ țĮȚ ĲȘȢ ĮʌȠĲİȜİıμĮĲȚțȩĲȘĲĮȢ ĲȦȞ İțıĲȡĮĲİȚȫȞ ȠįȚțȒȢ ĮıĳȐȜİȚĮȢ ıĲȘ μİȓȦıȘ ĲȦȞ ʌȠıȠıĲȫȞ ĮĲȣȤȘμȐĲȦȞ, ĲȡĮȣμĮĲȚıμȫȞ țĮȚ șĮȞȐĲȦȞ. ǺȐıİȚȢ įİįȠμȑȞȦȞ

ȆĮȡȐʌȜİȣȡİȢ ʌĮȡĮĲȘȡȒıİȚȢ

ǹȞĮȖȞȫȡȚıȘ

ǼȡȦĲȘμĮĲȠȜȩȖȚĮ, ıȣȞİȞĲİȪȟİȚȢ, ț.Ĳ.Ȝ.

x x x

x x

x x x

x x

ȈĲȐıȘ

ǹȞȐȜȣıȘ įİįȠμȑȞȦȞ

ȆȚșĮȞȩĲȘĲĮ, ĮȞĲĮʌȩțȡȚıȘ

ȆĮȡĮĲȒȡȘıȘ

x

x

x

x x

ǹȣĲȠĮȞĮĳİȡȩμİȞİȢ μİĲȡȒıİȚȢ

ǼȡȦĲȒıİȚȢ

ȉȐıİȚȢ ıȣμʌİȡȚĳȠȡȐȢ

x

x

x x

x

x

7

4th International Congress on Transportation Research in Greece 28-30 May 2008 Athens, Greece

Giannnis Adamos, Eftihia Nathanail, Nikolaos Eliou University of Thessaly

DESIGN AND EVALUATION OF ROAD SAFETY CAMPAIGNSTHE CAST RESEARCH PROJECT

ȆİȚȡĮμĮĲȚțȑȢ μȑșȠįȠȚ The two-group after-only randomized experiment Factorial design The two-group before-after randomized experiment Multiple time series randomized experiment The Solomon four-group design The switching replications randomized experimentt

ǻİȓțĲİȢ ĮʌȠĲİȜİıμĮĲȚțȩĲȘĲĮȢ

ȂȑșȠįȠȢ ıȣȜȜȠȖȒȢ įİįȠμȑȞȦȞ ȉİȤȞȚțȒ ıȣȜȜȠȖȒȢ įİįȠμȑȞȦȞ

ȆȓȞĮțĮȢ 1: ȂȘĲȡȫȠ ĮȜȜȘȜȠıȣıȤİĲȓıİȦȞ ĮȞȐμİıĮ ıİ μİșȩįȠȣȢ ıȤİįȚĮıμȠȪ, ıȣȜȜȠȖȒȢ įİįȠμȑȞȦȞ țĮȚ įİȚțĲȫȞ ĮʌȠĲİȜİıμĮĲȚțȩĲȘĲĮȢ.

ȉȠ μȘĲȡȫȠ ĮȜȜȘȜȠıȣıȤİĲȓıİȦȞ ʌȠȣ ʌĮȡȠȣıȚȐȗİĲĮȚ ıĲȠȞ ʌȓȞĮțĮ 1, İμĳĮȞȓȗİȚ ĲȠȣȢ įȣȞĮĲȠȪȢ ıȣȞįȣĮıμȠȪȢ μİĲĮȟȪ ĲȦȞ μİșȩįȦȞ ıȤİįȚĮıμȠȪ ĲȠȣ ʌİȚȡȐμĮĲȠȢ, ĲȦȞ μİșȩįȦȞ ıȣȜȜȠȖȒȢ įİįȠμȑȞȦȞ țĮȚ ĲȦȞ įİȚțĲȫȞ ĮʌȠĲİȜİıμĮĲȚțȩĲȘĲĮȢ, țĮȚ ȕȠȘșȐ ıĲȘȞ ȩıȠ ĲȠ įȣȞĮĲȩȞ ʌȚȠ țĮĲȐȜȜȘȜȘ İʌȚȜȠȖȒ ĲȘȢ μİșȩįȠȣ ĮȞȐȜȣıȘȢ.

3.3 ȂȘĲȡȫȠ ǹȜȜȘȜȠıȣıȤİĲȓıİȦȞ ȈȤİįȚĮıμȠȪ ĲȠȣ ȆİȚȡȐμĮĲȠȢ, ĲȦȞ ȂİșȩįȦȞ ȈȣȜȜȠȖȒȢ ǻİįȠμȑȞȦȞ țĮȚ ĲȦȞ ǻİȚțĲȫȞ ǹʌȠĲİȜİıμĮĲȚțȩĲȘĲĮȢ

ǼʌȚʌȜȑȠȞ, ʌȠȜȜȑȢ ĳȠȡȑȢ țȡȓȞİĲĮȚ ĮȞĮȖțĮȓȠ țĮĲȐ ĲȘ įȚȐȡțİȚĮ μȚĮȢ İțıĲȡĮĲİȓĮȢ ȞĮ ʌȡĮȖμĮĲȠʌȠȚİȓĲĮȚ μȚĮ ıȤİĲȚțȒ ĮȟȚȠȜȩȖȘıȘ ʌȡȚȞ ĲȘȞ ȠȜȠțȜȒȡȦıȒ ĲȘȢ , Ș ȠʌȠȓĮ ȤȡȘıȚμİȪİȚ ıĲȘ ȕİȜĲȓȦıȘ ĲȘȢ țĮȚ ıĲȚȢ ĮȞĲȓıĲȠȚȤİȢ İʌİμȕȐıİȚȢ ʌȠȣ İʌȚȕȐȜȜȠȞĲĮȚ. Ȉİ ĮȣĲȒ ĲȘ įȚĮįȚțĮıȓĮ, ȕȠȘșȠȪȞ ȠȚ μȑșȠįȠȚ ʌȠȣ țĮĲĮȖȡȐĳȠȣȞ ıĲȠȚȤİȓĮ țĮĲȐ ĲȘ įȚȐȡțİȚĮ ĲȘȢ ȑȡİȣȞĮȢ. ȀĮĲȐȜȜȘȜȘ μȑșȠįȠȢ ȖȚĮ ĲȠ ıțȠʌȩ ĮȣĲȩ șİȦȡİȓĲĮȚ ȖȚĮ ʌĮȡȐįİȚȖμĮ, Ș μȑșȠįȠȢ “time series design”.

Ǿ ʌȜȘșȫȡĮ ĲȦȞ ʌĮȡĮʌȐȞȦ ʌİȚȡĮμĮĲȚțȫȞ țĮȚ “ıȤİįȩȞ” ʌİȚȡĮμĮĲȚțȫȞ μİșȩįȦȞ İʌȚĲȡȑʌİȚ ĲȘ įȘμȚȠȣȡȖȓĮ ĲȠȣ ĮȞĲȓıĲȠȚȤȠȣ ıİȞĮȡȓȠȣ ʌİȚȡĮμĮĲȚțȒȢ ĮȞȐȜȣıȘȢ, ĮȞȐȜȠȖĮ μİ ĲȚȢ ĮȞȐȖțİȢ ĲȘȢ İțıĲȡĮĲİȓĮȢ. Ǿ ıȪȖȤȡȠȞȘ ĲȐıȘ İȓȞĮȚ ȞĮ ȤȡȘıȚμȠʌȠȚİȓĲĮȚ İțĲȩȢ Įʌȩ ĲȘȞ ȠμȐįĮ İʌȑμȕĮıȘȢ țĮȚ μȚĮ ȠμȐįĮ İȜȑȖȤȠȣ, Ș ȠʌȠȓĮ ȤȡȘıȚμȠʌȠȚİȓĲĮȚ ȖȚĮ ȞĮ μʌȠȡȠȪȞ ȞĮ ȖȓȞȠȞĲĮȚ ıȣȖțȡȓıİȚȢ țĮȚ ȞĮ ĮȟȚȠȜȠȖȠȪȞĲĮȚ ĲĮ ĮʌȠĲİȜȑıμĮĲĮ ĲȘȢ İțıĲȡĮĲİȓĮȢ, țĮĲȐ ʌȩıȠ įȘȜĮįȒ țĮĲĮȖȡȐĳȘțĮȞ Ȓ ȩȤȚ įȚĮĳȠȡȑȢ ıĲȘ ıȣμʌİȡȚĳȠȡȐ ĲȦȞ ȤȡȘıĲȫȞ μİĲȐ ĲȘȞ ʌȡȠȫșȘıȘ ĲȠȣ ȣȜȚțȠȪ ĲȘȢ İțıĲȡĮĲİȓĮȢ. ȀĮĲȐȜȜȘȜİȢ μȑșȠįȠȚ ȖȚ’ ĮȣĲȩȞ ĲȠ ıțȠʌȩ İȓȞĮȚ ȖȚĮ ʌĮȡȐįİȚȖμĮ ȠȚ μȑșȠįȠȚ “non-equivalent control group design”, “two-group after-only randomized experiment” țĮȚ “Solomon fourgroup design”.

series design”, “The equivalent time samples design”, “The non-equivalent control group design”, “The proxy pre-test design”, “The Solomon four-group design” țĮȚ “The switching replications randomized experiment”.

ȆĮȡĮĲȘȡȠȪμİȞȘ ıȣμʌİȡȚĳȠȡȐ

ȅȚ μȑșȠįȠȚ ıȣȜȜȠȖȒȢ įİįȠμȑȞȦȞ, Įʌȩ ĲȘȞ ȐȜȜȘ ʌȜİȣȡȐ, įȚĮțȡȓȞȠȞĲĮȚ ȖİȞȚțȐ ıİ ʌȠıȠĲȚțȑȢ țĮȚ ʌȠȚȠĲȚțȑȢ. ȅȚ ʌȠıȠĲȚțȑȢ μȑșȠįȠȚ İμʌİȡȚȑȤȠȣȞ ĲȘ μȑĲȡȘıȘ ĲȦȞ μİĲĮȕȜȘĲȫȞ ʌȠȣ ıȤİĲȓȗȠȞĲĮȚ μİ ĲȘ μȑșȠįȠ ĲȠȣ ʌİȚȡȐμĮĲȠȢ țĮȚ μİ ĲȘȞ İʌİȟİȡȖĮıȓĮ ĲȦȞ ĮȡȚșμȘĲȚțȫȞ įİįȠμȑȞȦȞ, İȞȫ ȠȚ ʌȠȚȠĲȚțȑȢ μȑșȠįȠȚ ıȣμȕȐȜȜȠȣȞ ıĲȘȞ ȩıȠ ĲȠ įȣȞĮĲȩȞ ʌȚȠ ıȦıĲȒ İʌȚȜȠȖȒ ĲȦȞ ıȣμμİĲİȤȩȞĲȦȞ ıĲȘȞ ȑȡİȣȞĮ, ʌȠȣ șĮ ȕȠȘșȒıȠȣȞ ıĲȘȞ țĮĲĮȞȩȘıȘ ĲȠȣ ʌȡȠȕȜȒμĮĲȠȢ țĮȚ ĲȦȞ ʌİȚȡĮμĮĲȚțȫȞ İȡȦĲȘμȐĲȦȞ. ȅȚ țȣȡȚȩĲİȡİȢ ĲİȤȞȚțȑȢ ʌȠȣ ȤȡȘıȚμȠʌȠȚȠȪȞĲĮȚ ȖȚĮ ĲȘ ıȣȜȜȠȖȒ ıĲȠȚȤİȓȦȞ İȓȞĮȚ Ș μȑșȠįȠȢ ĲȘȢ ʌĮȡĮĲȒȡȘıȘȢ, Ș μȑșȠįȠȢ ĲȦȞ İȡȦĲȒıİȦȞ (ʌ.Ȥ. İȡȦĲȘμĮĲȠȜȩȖȚĮ, ıȣȞİȞĲİȪȟİȚȢ, ț.Ĳ.Ȝ.) țĮȚ Ș μȑșȠįȠȢ ĮȞȐȜȣıȘȢ ıĲĮĲȚıĲȚțȫȞ įİįȠμȑȞȦȞ țĮȚ ıĲȠȚȤİȓȦȞ. Ǿ ʌȡȫĲȘ ĲİȤȞȚțȒ İʌȚĲȡȑʌİȚ ĲȘȞ ĮʌİȣșİȓĮȢ țĮĲĮȖȡĮĳȒ ĲȦȞ ĮʌĮȡĮȓĲȘĲȦȞ ʌȜȘȡȠĳȠȡȚȫȞ ʌȠȣ ıȤİĲȓȗȠȞĲĮȚ μİ ĲȘ ıȣμʌİȡȚĳȠȡȐ ĲȦȞ ĮĲȩμȦȞ Ȓ ĲȦȞ ȠμȐįȦȞ, ĮȞ țĮȚ ĮʌȠĲİȜİȓ μȚĮ ȤȡȠȞȠȕȩȡĮ țĮȚ ĮțȡȚȕȒ μȑșȠįȠ. Ǿ μȑșȠįȠȢ ĲȦȞ İȡȦĲȒıİȦȞ, ȩĲĮȞ ȤȡȘıȚμȠʌȠȚȘșȠȪȞ ĲĮ țĮĲȐȜȜȘȜĮ İȡȦĲȘμĮĲȠȜȩȖȚĮ țĮȚ ȖȓȞİȚ Ș țĮĲȐȜȜȘȜȘ ʌȡȠıȑȖȖȚıȘ ĲȦȞ ĮĲȩμȦȞ, ıȣμȕȐȜȜİȚ ıĲȘ ıȣȜȜȠȖȒ ʌȜȘșȫȡĮȢ ĮȟȚȩʌȚıĲȦȞ ʌȜȘȡȠĳȠȡȚȫȞ. ȉĮ ȣʌȐȡȤȠȞĲĮ ıĲĮĲȚıĲȚțȐ įİįȠμȑȞĮ țĮȚ ıĲȠȚȤİȓĮ, ĲȑȜȠȢ, ĮʌȠĲİȜȠȪȞ ĲȘ ȕȐıȘ ȖȚĮ ıȣȖțȡȓıİȚȢ μİ ĲĮ ȞȑĮ ıĲȠȚȤİȓĮ ʌȠȣ ʌȡȠțȪʌĲȠȣȞ țĮȚ ĲȘ įȚİȟĮȖȦȖȒ ȤȡȒıȚμȦȞ ıȣμʌİȡĮıμȐĲȦȞ ʌȠȣ ȕȠȘșȠȪȞ ıĲȘ ȤȐȡĮȟȘ ĲȦȞ ıĲȡĮĲȘȖȚțȫȞ ʌȠȣ ʌȡȑʌİȚ ȞĮ ĮțȠȜȠȣșȘșȠȪȞ ıĲȠ μȑȜȜȠȞ. ȍıĲȩıȠ, ıȣȤȞȐ ʌĮȡĮĲȘȡİȓĲĮȚ ĲȠ ĳĮȚȞȩμİȞȠ ȠȚ ȣʌȐȡȤȠȣıİȢ ȕȐıİȚȢ įİįȠμȑȞȦȞ ȞĮ μȘȞ İȓȞĮȚ ĮțȡȚȕİȓȢ Ȓ ȞĮ İȓȞĮȚ İȜȜȚʌİȓȢ țȣȡȓȦȢ ıİ İʌȓțĮȚȡĮ ıĲȠȚȤİȓĮ.

ȈĲĮĲȚıĲȚțȐ ĮĲȣȤȘμȐĲȦȞ (ĮȡȚșμȩȢ ĮĲȣȤȘμȐĲȦȞ, ț.Ĳ.Ȝ.)

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x x x x x

x

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ȆȡȠȕȠȜȒ μȑıȦ μȑıȦȞ μĮȗȚțȒȢ İȞȘμȑȡȦıȘȢ

ǹȜȜĮȖȒ ıĲȐıȘȢ

ǹȪȟȘıȘ ȖȞȫıȘȢ

ǹȪȟȘıȘ ĮĳȪʌȞȚıȘȢ

ȂİȓȦıȘ ĮȡȚșμȠȪ ĮĲȣȤȘμȐĲȦȞ

ǹȜȜĮȖȒ ıȣμʌİȡȚĳȠȡȐȢ

ȂȘ ıĮĳİȓȢ

ȈĮĳİȓȢ

ȉȠʌȚțȒ

ǼșȞȚțȒ

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ǹȣĲȠĮȞĮĳİȡȩμİȞİȢ ĮʌĮȡĮȓĲȘĲİȢ

ǹȣĲȠĮȞĮĳİȡȩμİȞİȢ ĮʌĮȡĮȓĲȘĲİȢ

μİĲȡȒıİȚȢ

μİĲȡȒıİȚȢ

ǹȟȚȩʌȚıĲİȢ ʌȘȖȑȢ įİįȠμȑȞȦȞ ǹȣĲȠĮȞĮĳİȡȩμİȞİȢ μİĲȡȒıİȚȢ İĳȚțĲȑȢ ǹȣĲȠĮȞĮĳİȡȩμİȞİȢ μİĲȡȒıİȚȢ ĮʌĮȡĮȓĲȘĲİȢ

ȠȚ

ȠȚ

ǼȓȞĮȚ ĮʌĮȡĮȓĲȘĲİȢ ȠȚ μİĲȡȒıİȚȢ ʌȡȚȞ țĮȚ μİĲȐ (țĮȚ țĮĲȐ ĲȘȞ įȚȐȡțİȚĮ) ȆȚșĮȞȩĲȘĲĮ ȤȡȒıȘȢ “ıȤİįȩȞ” ʌİȚȡĮμĮĲȚțȒȢ μİșȩįȠȣ, ĮȞ ĮʌĮȚĲİȓĲĮȚ ȠμȐįĮ İȜȑȖȤȠȣ

ǼȓȞĮȚ ĮʌĮȡĮȓĲȘĲİȢ μİĲȡȒıİȚȢ ʌȡȚȞ țĮȚ μİĲȐ

ǼȓȞĮȚ ĮʌĮȡĮȓĲȘĲİȢ μİĲȡȒıİȚȢ ʌȡȚȞ țĮȚ μİĲȐ

ǼȓȞĮȚ ĮʌĮȡĮȓĲȘĲİȢ ȠȚ μİĲȡȒıİȚȢ ʌȡȚȞ țĮȚ μİĲȐ (țĮȚ țĮĲȐ ĲȘȞ įȚȐȡțİȚĮ) ǼȓȞĮȚ ĮʌĮȡĮȓĲȘĲİȢ ȠȚ μİĲȡȒıİȚȢ ʌȡȚȞ țĮȚ μİĲȐ

Ǿ įȘμȚȠȣȡȖȓĮ μȚĮȢ ȠμȐįĮȢ İȜȑȖȤȠȣ İȓȞĮȚ įȪıțȠȜȘ

Ǿ įȘμȚȠȣȡȖȓĮ μȚĮȢ ȠμȐįĮȢ İȜȑȖȤȠȣ İȓȞĮȚ İĳȚțĲȒ

ȅȚ ȠμȐįİȢ İȜȑȖȤȠȣ İȓȞĮȚ ʌȚșĮȞȑȢ

ȂȑșȠįȠȢ ıȤİįȚĮıμȠȪ Ǿ įȘμȚȠȣȡȖȓĮ μȚĮȢ ȠμȐįĮȢ İȜȑȖȤȠȣ İȓȞĮȚ įȪıțȠȜȘ

ǻİȓțĲİȢ ĮʌȠĲİȜİıμĮĲȚțȩĲȘĲĮȢ ǼȓȞĮȚ ʌȚșĮȞȑȢ ȩȜİȢ ȠȚ ʌȠıȠĲȚțȑȢ μİĲȡȒıİȚȢ ǼȓȞĮȚ ʌȚșĮȞȑȢ ȩȜİȢ ȠȚ ʌȠȚȠĲȚțȑȢ μİĲȡȒıİȚȢ ǹʌĮȚĲİȓĲĮȚ ʌȡȠıȠȤȒ ıĲȘ ıĲĮĲȚıĲȚțȒ ĮȞȐȜȣıȘ ȜȩȖȦ ĲȠȣ μȚțȡȠȪ ıȤİĲȚțȐ ĮȡȚșμȠȪ įİįȠμȑȞȦȞ ǹʌĮȚĲİȓĲĮȚ ʌȡȠıȠȤȒ ıĲȘ ıĲĮĲȚıĲȚțȒ ĮȞȐȜȣıȘ ȜȩȖȦ ĲȠȣ μȚțȡȠȪ ıȤİĲȚțȐ ĮȡȚșμȠȪ įİįȠμȑȞȦȞ Ǿ ıĲĮĲȚıĲȚțȒ ĮȞȐȜȣıȘ İȓȞĮȚ țĮȜȒ ȜȩȖȦ ĲȠȣ μİȖȐȜȠȣ ĮȡȚșμȠȪ įİȚȖμȐĲȦȞ ǲȡİȣȞĮ İȡȦĲȘμĮĲȠȜȠȖȓȦȞ țĮȚ ʌĮȡĮĲȘȡȒıİȚȢ İȓȞĮȚ ʌȚșĮȞȐ

įİȞ

İȓȞĮȚ

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8

ǹȞȐȜȣıȘ įİįȠμȑȞȦȞ İĳȚțĲȒ țĮȚ ʌȚșĮȞȫȢ țĮȚ İȡȦĲȘμĮĲȠȜȩȖȚĮ ȆȚșĮȞȒ ȤȡȒıȘ ĲȘȜİĳȦȞȚțȫȞ ıȣȞİȞĲİȪȟİȦȞ ȆĮȡĮĲȘȡȒıİȚȢ įİȞ İȓȞĮȚ İĳȚțĲȑȢ ȆȚșĮȞȒ ȤȡȒıȘ ĲȘȜİĳȦȞȚțȫȞ ıȣȞİȞĲİȪȟİȦȞ ȆĮȡĮĲȘȡȒıİȚȢ įİȞ İȓȞĮȚ İĳȚțĲȑȢ ȆĮȡĮĲȘȡȒıİȚȢ įİȞ İȓȞĮȚ İĳȚțĲȑȢ

ȆĮȡĮĲȘȡȒıİȚȢ İĳȚțĲȑȢ

ȉİȤȞȚțȒ ıȣȜȜȠȖȒȢ įİįȠμȑȞȦȞ ǼȓȞĮȚ ʌȚșĮȞȑȢ ȩȜİȢ ȠȚ ʌȠıȠĲȚțȑȢ μİĲȡȒıİȚȢ ȅȚ ʌȠȚȠĲȚțȑȢ μȑșȠįȠȚ İȓȞĮȚ ʌȚȠ įȪıțȠȜİȢ ǹʌĮȚĲİȓĲĮȚ ʌȡȠıȠȤȒ ıĲȘ ıĲĮĲȚıĲȚțȒ ĮȞȐȜȣıȘ ȜȩȖȦ ĲȠȣ μȚțȡȠȪ ıȤİĲȚțȐ ĮȡȚșμȠȪ įİįȠμȑȞȦȞ ǻȣıțȠȜȓİȢ ıĲȘ įİȚȖμĮĲȠȜȘȥȓĮ ǻȣıțȠȜȓİȢ ıĲȘȞ ʌĮȡĮĲȒȡȒıȘ ıȣȖțİțȡȚμȑȞȦȞ ȠμȐįȦȞ ȤȡȘıĲȫȞ Ǿ įİȚȖμĮĲȠȜȘȥȓĮ İȓȞĮȚ ıȤİĲȚțȐ İȪțȠȜȘ

Red Cross (3 campaigns so far. Targets: children & teenagers) EUCHIRES (seat belts & child restraint systems) z

NESA (“nuit européenne sans accident”): an action to make young drivers aware of the influence of alcohol (and drugs) on driving and to help them to become responsible drivers; 7 Member States involved in 2004 (BE, EE, ES, FR, LU, NL, PL), 3 more in 2005, etc.

EuroBOB (designated driver, since 2002): 13 Member States now involved (BE, CZ, DK, EL, ES, FR, IE, IT, MT, NL, PL, PT, UK)

z

z

z

Road safety campaigns are recognised as a relatively economic means of influencing a major fraction of drivers towards a better behaviour


ǻȡĮıĲȘȡȚȩĲȘĲİȢ

ǹȞĲȚțİȓμİȞĮ

ȅμȐįİȢ ıĲȩȤȠȣ

ǼμȕȑȜİȚĮ

ȀĮĲȐıĲĮıȘ

ȆȓȞĮțĮȢ 2: ȆȠȜȣįȚȐıĲĮĲȠ μȘĲȡȫȠ ĮȜȜȘȜȠıȣıȤİĲȓıİȦȞ μİĲĮȟȪ ĲȦȞ ĲȡȚȫȞ ıĲȠȚȤİȓȦȞ ĮȟȚȠȜȩȖȘıȘȢ İțıĲȡĮĲİȚȫȞ ȠįȚțȒȢ ĮıĳȐȜİȚĮȢ țĮȚ ĲȦȞ İʌĲȐ ʌĮȡĮμȑĲȡȦȞ ĲȠȣ μȠȞĲȑȜȠȣʌȜĮȚıȓȠȣ.

ȉȠ ĲİȜİȣĲĮȓȠ ıĲȐįȚȠ ĲȘȢ ʌĮȡȠȪıĮȢ İȡȖĮıȓĮȢ ʌİȡȚȜĮμȕȐȞİȚ ĲȘȞ ʌĮȡȠȣıȓĮıȘ İȞȩȢ ʌȠȜȣįȚȐıĲĮĲȠȣ μȘĲȡȫȠȣ ĲȠ ȠʌȠȓȠ ıȣıȤİĲȓȗİȚ ĲĮ ĲȡȓĮ ıĲȠȚȤİȓĮ ʌȠȣ ȤĮȡĮțĲȘȡȓȗȠȣȞ ĲȘȞ ĮȟȚȠȜȩȖȘıȘ μȚĮȢ İțıĲȡĮĲİȓĮȢ ȠįȚțȒȢ ĮıĳȐȜİȚĮȢ (μȑșȠįȠȚ ıȤİįȚĮıμȠȪ ĲȠȣ ʌİȚȡȐμĮĲȠȢ, μȑșȠįȠȚ ıȣȜȜȠȖȒȢ įİįȠμȑȞȦȞ țĮȚ įİȓțĲİȢ ĮʌȠĲİȜİıμĮĲȚțȩĲȘĲĮȢ) μİ ĲȚȢ ʌĮȡĮμȑĲȡȠȣȢ ʌȠȣ ȤȡȘıȚμȠʌȠȚȒșȘțĮȞ ıĲȘ įȘμȚȠȣȡȖȓĮ ĲȠȣ μȠȞĲȑȜȠȣ-ʌȜĮȚıȓȠȣ ʌȡȠıįȚȠȡȚıμȠȪ ĲȦȞ ȤĮȡĮțĲȘȡȚıĲȚțȫȞ μȚĮȢ İțıĲȡĮĲİȓĮȢ ȠįȚțȒȢ ĮıĳȐȜİȚĮȢ. ȉȠ ʌȡȠĲİȚȞȩμİȞȠ μȘĲȡȫȠ ʌĮȡȠȣıȚȐȗİĲĮȚ ıĲȠȞ ʌȓȞĮțĮ 2.

3.4 ȆȠȜȣįȚȐıĲĮĲȠ ȂȘĲȡȫȠ ǹȜȜȘȜȠıȣıȤİĲȓıİȦȞ ȂİĲĮȟȪ ĲȦȞ ȈĲȠȚȤİȓȦȞ ĲȘȢ ǹȟȚȠȜȩȖȘıȘȢ țĮȚ ĲȦȞ ǼʌĲȐ ȆĮȡĮμȑĲȡȦȞ ĲȠȣ ȂȠȞĲȑȜȠȣ ȆȜĮȚıȓȠȣ

“ȈȤİįȩȞ” ʌİȚȡĮμĮĲȚțȑȢ μȑșȠįȠȚ Time Series Equivalent Time Samples Non-equivalent Control Group Proxy Pretest Separate Pre-Post Samples Switching replications Counterbalanced

19 Institutes in the consortium (leader: IBSR/BIVV, BE) 15 participating Countries: BE, CH, CZ, DK, DE, EL, FR, IT, NL, NO, AT, PL, PT, SI, SE 340 man-months over 36 months Total cost: 5.3 m€

z z

z z z

A mass media campaign is most of the time a part of an integrated campaign (e.g. stronger enforcement).

How to isolate the impact of various inputs (enforcement, campaign, etc.)?

But how effective are the campaigns?

Scope Target groups Objectives Activities

A priori knowledge Evaluation budget Stakeholders

•

•

•

•

•

•

•

Aspects of the campaign environment

Campaign attributes

7 parameters are defined:

Scope

Target groups

Target groups can be described : -by defining the road user type, the age category and/or the profile/profession -to direct and indirect target groups -to specific and non-specific target groups

The target audience of a campaign is constituted of people who behave in an inappropriate (dangerous) way and whose road safety behaviour has to be changed

•

The scope can be defined as the coverage of the campaign 2 main categories can be distinguished: (1) national and (2) regional, provincial, local, e.t.c.

•

Campaign attributes

A model-framework for the design of road safety campaigns

EU grant: 3.2 m€

“CAST”: Campaigns and Awareness-raising Strategies in Traffic safety

Are road safety campaigns effective? The CAST Research Project (2006-2008)

z

In some Countries, the campaigns against drink-driving are evaluated

Positive outcome: campaigns are well perceived, well accepted and have a good notoriety; road users recognise that drink driving is a major problem


•

•


To enable the Commission and/or Countries to design and implement such campaigns and to evaluate their (isolated) effect on traffic accidents and other road safety performance indicators

z

Objectives

Activities Media campaigns rarely stand alone; other activities are often integrated with the campaign in order to strengthen and support campaign’s message/ideas, like: police enforcement, educational programs, actions in driving schools, new legislation, specific infrastructural measures, technical improvements, e.t.c. Different media channels can be used, like: Internet, television, radio, press, billboards, posters, brochures, stickers, e.t.c.

•

The objectives of the campaign should be clearly defined in terms of: a) Desired communication or behavioural effect, b) The public who is suppose to reach the effect, c) The expected level of attainment or accomplishment (e.g. 20% increase in awareness), d) The time period when the effect is expected to occur

•

Campaign attributes


To develop an evaluation tool and a design tool for road safety mass media campaigns (i.e. any road safety campaign, not just campaigns against drinkdriving)

z

Aims:

The CAST Research Project (2006-2009)

Stakeholders

Qualitative methods

The idea behind the qualitative research is to purposefully select participants or sites that will best help the researcher to understand the problem and the research question

The techniques mostly used are the following: The method of asking The method of observing The method of document analysis

-

These methods involve measuring or recording indicators or variables related to the evaluation design, such that they yield numerical data

-

-

Changes in accident statistics

Observed behaviour

Reach, recognition and recall of campaigns Likeability and comprehension of campaigns Social cognitive variables (e.g., attitudes, intentions) Behaviour

The most important measurement variables are the following: Self-reported measures

2 main categories of data collection methods:

Quantitative methods

Measurement variables

-

Evaluation of road safety campaigns

The measurement variables

•

Data collection methods and techniques

The data collection methods and techniques

The evaluation designs

•

•

The evaluation of a road safety campaign can be characterized by:


3 main categories: -Those who can be involved in the campaign operations (e.g. government, police) -Those who can be affected by the campaign (e.g. road users) -Those who can be the users of the campaigns findings (research institutes, government)

•

• Evaluation budget -Personnel costs -Transportation costs -Communication costs -Copying and printing costs -Supplies and equipment costs

-Available information such as sources of crash and casualty data and findings of the previous campaigns (problem recognition) or -Specific knowledge, attitudinal or behavioural research (situational analysis)

A priori knowledge

Factors forming the evaluation

Aspects of the campaign environment

•



Quasi experimental

Experimental design is normally considered the strongest and nonexperimental the weakest of all evaluation designs in terms of internal validity, which simply refers to the capacity of establishing true casual inferences

They neither use random assignment nor multiple measurements

Non-experimental

They either use multiple groups or multiple measurements but they are not based on random assignment

Examples: The most frequent design used for evaluation on self-reported dimensions is the after only research without a control group The most frequent design used for evaluation on observed behaviour is the before-after research design The most frequent design used for evaluation on accidents is before-during research without control design

-random or not assignment -usage or not of a control group -before-after, before-during-after, or after only research

3 main criteria:

Alternative scenarios of evaluation


-

-

These designs use the random assignment of subjects to multiple groups (at least two or more)

3 main categories: Experimental

Evaluation designs


Questionnaires, interviews (structured, half structured, etc.)

Data collection technique

Behavioural intentions

Attitudes Self-reported behaviour

Accident statistics (number of accidents, fatalities, injuries, etc.)

Reach, recognition, recall

Likeability, comprehension

Self-reported behaviour x

Document analysis Statistical databases

Observing On-site observations etc.

More measurement variables means higher costs

Data availability affects selections of measurement variables

Evaluation budget

Stakeholders

Effort to measure effects of parallel activities

-


Adaptation to availability before data

Integrated campaign

Media campaigns

A priori information

Activities

Situation

-

Number of measurements generally increase cost

Before (based on known information)-after possibility

Possibility of experimental and quasi experimental design with control group in terms of parallel activity

Possibility of quasi experimental design, in case that a control group is required

Evaluation design

Facilitation when combined with enforcement affects questions

Larger sample sizes increase cost

Adaptation to availability before data

Effort to measure effects of parallel activities

-


A multidimensional matrix of correlations among evaluation designs, data collection techniques and measurement variables and the 7 parameters of the model-framework


x

x

x x

x

z

z

x

x

x

x

x

x

x

x

University of Thessaly is designing and is going to implement and evaluate a national road safety campaign having as a theme drivers’ fatigue and as target group the professional drivers.

University of Thessaly designed, implemented and is going to evaluate 2 local road safety campaigns with themes the drink driving and the usage of seat belts and helmets while driving.

Practical implementations

Counterbalanced

Switching Replications

x

x

x

The switching replications randomized experiment

x

x

The Solomon four-group design

x

Separate Pre-Post Samples

x

Multiple time series randomized experiment

x

x

Proxy Pre-test

x

x

Non-equivalent Control Group x

x x

Equivalent Time Samples x

x

The two-group before-after randomized experiment

x

x

x

Behavioural intentions

Time Series

Quasi-experimental designs

Attitudes

x

x

Observed behaviour

x

Questionnaires, interviews (structured, half structured, etc.)



Asking

Data collection method

Likeability, comprehension

x

x

On-site observations etc.

Reach, recognition, recall

Factorial design

x

Document analysis

Statistical databases

Observing

A matrix of correlations among evaluation designs, data collection techniques and measurement variables


Observed behaviour

The two-group after-only randomized experiment

Experimental designs


Asking

Data collection method

A matrix of correlations among evaluation designs, data collection techniques and measurement variables


Accident statistics (number of accidents, fatalities, injuries, etc.) Change attitudes

Increase knowledge

Increase awareness

Decrease rate of accidents

•

•

•

•

Before-after measurements necessary



Before-after design necessary

Before-after design necessary if a change is wanted

Establishing of control group difficult

Possibility for control group by taking another specific group

Control groups potentially possible

Establishing of control groups is difficult

Evaluation design


Observations impossible

Possibility to use telephone questionnaires

Observations impossible

Document analysis and possibly questionnaires

Questionnaires and observations possible

Relatively easy to sample

Difficulty in sampling, difficulty in observations of specific groups

Be careful with document analysis of accident data due to low numbers

All quantitative techniques possible, qualitative techniques more difficult

In general practice, it won’t be possible to control for all possible influences (campaign, enforcement, publicity etc.) Systematic campaign research is important and useful, but it won’t provide final answers For developing good campaigns, creativity, expertise and common sense are (as ever) the most important factors The implementation of the model-framework, the matrix of correlations and the multidimensional matrix of correlations cited in this paper, could contribute in the development of a powerful tool for the design and the evaluation of road safety campaigns

Self reported measures necessary



Reliable sources of data, self reported measures possible

Self behaviour possible, observations possible

Statistical analysis ok due to larger number in samples

Non-specific Change behaviour

Be careful with statistical analysis of accident data due to relatively low numbers in samples

Specific

Concluding remarks

Objectives

Target group

Be careful with statistical analysis of accident data due to relatively low numbers

Scope

Regional-local

Measurement variables All quantitative measures are possible, qualitative measures more difficult

Situation National

A multidimensional matrix of correlations among evaluation designs, data collection techniques and measurement variables and the 7 parameters of the model-framework


[O6] See Late News

[O5] See Late News

[S2.3] Can the driver emotions affect driving behavior? G.S. Tzamalouka*, T. Kontogiannis, M. Papadakaki, G. Sfakianakis, G. Skalkotos, J. El Chliaoutakis; Technological Educational Institute (TEI) of Crete, Greece

[S2.2] Aggressive and ordinary violations in Southern and Northern/Western Europe and Middle Eastern/Arab Gulf countries 1 2 1 T. Özkan* , A. Bener , T. Lajunen ; 1 Middle East Technical University, 2 Turkey, Hamad General Hospital, Qatar

[O27] Crossing at a red light: Behavior of individuals and groups 1,2 1 T. Rosenbloom* ; Bar Ilan 2 University, Israel, Research Institute of Human Factors in Road Safety College of Management, Israel

[O26] Pedestrian safety around elementary schools 1,3 1 B.E.Ç. Çiçek , T.Ö. Lajunen* , 1 2 T.L. Özkan , M.R. Rasanen , B.Ç. 3 1 Çankal ; Middle East Technical 2 University, Turkey, VTT, Finland, 3 Turkish Police Force, Turkey

[S2.1] Traffic safety and cultural variations S.E. Forward; Swedish Road and Transport Research Institute, Sweden

2.50pm

Senate

Presidential Ballroom

[O25] Factors predicting unsafe crossing decisions in adult pedestrians across the lifespan: A simulation study R. Hill*, C. Holland; Aston University, UK

Pedestrians I

Symposium 2

[S2] Cultural differences in driving and risk perception Symposium leader: J. Rothengatter, University of Groningen, The Netherlands

3.10pm

[O12] See Late News

[O11] See Late News

[O33] Linking behaviour and attitude of U.S. drivers to drink-and-drive experience Y.-J. Kweon; Virginia Transportation Research Council Virginia DOT, USA

[O32] The relationship of 16 underage drinking laws to reductions in underage drinking drivers in fatal crashes in the USA J.C. Fell*, D.A. Fisher, R.B. Voas, K. Blackman; Pacific Institute for Research and Evaluation, USA

[O31] Drinking characteristics of drivers arrested for driving while intoxicated J.C. Fell*, A.S. Tippetts, R.B. Voas; Pacific Institute for Research and Evaluation, USA

South American B

Impaired Driving I

[K2] Road use behaviour in Africa; K. Peltzer, Human Sciences Research Council of South Africa, South Africa

KEYNOTE 2 – Presidential Ballroom

[S1.7] How is the older road users’ perception of risk constructed? A. Siren, M.R. Kjær*; Danish Transport Research Institute, Denmark Lunch

[S1.6] Awareness of impairment, self-regulation and implications for managing older driver risk J. Oxley; Monash University Accident Research Centre, Australia

[S1.5] Characteristics and causes of accidents involving older drivers R. Danton, E. Dodson, R. Gisby, J.R. Hill*, D. Pearce; Loughborough University, UK

2.30pm

1.30pm

12.30pm

12.10pm

11.50am

[O39] Avoiding visual cluttering: The advantage of signalizing traffic junctions with obligatory, prohibitory or both categories of traffic signs 1 2 1 C. Castro* , C. Vargas , S. Moreno ; 1 Faculty of Psychology, Spain, 2 INTRAS, Spain

[O38] Driving performance and visual search associated with visual field loss 1 1 1 J. Charlton* , B. Fildes , J. Oxley , J. 2,3 4 1 Keeffe , M. Odel , et al; Monash University Accident Research Centre, 2 Australia, Centre for Eye Research 3 Australia, Australia, Royal Victorian Eye and Ear Hospital, Australia, 4 Victorian Institute of Forensic Medicine, Australia

[O37] Visual pattern and texture as visual cues for lane keeping ability 1 2 M.P. Manser* , P.A. Hancock ; 1 University of Minnesota, USA, 2 University of Central Florida, USA

Federal A

Visual Perception

[O18] See Late News

[O17] Psycho-social dimensions of mobility in the metropolitan area of Mexico City J. Urbina-Soria*, R. Clavel-Gómez; National University of Mexico, Mexico

Thank you for your attention!

[O45] The relationship between youth life and driving behaviour among male drivers M. Møller*; Danish Transport Research Institute, Denmark

[O44] Do they not feel the fear? Exploring the novice driver problem 1 2 N. Kinnear* , S.W. Kelly , S. 1 1 1 Stradling , J.A. Thomson ; Napier 2 University, UK, Strathclyde University, UK

[O43] Pre-driving adolescent attitudes: can they change? An evaluation of the “crash magnet” pre-driver intervention H.N. Mann*; Heriot-Watt University, UK

Federal B

Young Drivers I

[O24] See Late News

[O23] Does one shoe fit all? Evaluation of a differentiated learning program for novice drivers 1 1,2 A. Backer-Grøndahl* , P. Ulleberg ; 1 Institute of Transport Economics, 2 Norway, University of Oslo, Norway

5.00pm

4.30pm

4.10pm

3.50pm

3.30pm

[S3.1] Psychiatric disorders and

[O49] Feasibility of a brief group intervention during driver education to increase parental management of teen driving 1 1 J.S. Zakrajsek* , J.T. Shope , B.G. 2 2 Simons-Morton , M.C. Ouimet ; 1 University of Michigan Transportation Research Institute, 2 USA, National Institute of Child Health and Human Development, USA

Senate

Presidential Ballroom [S3] The psychomotor effects of psychiatric drug treatments. psychotropics and road safety Symposium leader: C. De las Cuevas, University of La Laguna, Spain

School & Parents

[O30] See Late News

[O29] Pedestrians' representations about risky behaviours in urban areas A. Maincent*, L. Brun, R. Martin; University of Lyon, France

Symposium 3

Refreshment break

[S2.5] The frequency and attitudes of drunk driving among young people in turkey S. Amado*, M. Koyuncu, G. Kaça; Ege University, Turkey

[O28] Understanding the role of self-identity in road crossing decisions across the lifespan C.A. Holland*, R. Hill; Aston University, UK

1,2

[O55] ISA acceptance and acceptability: Definitions and underlying factors 1,2 1,3 S. Vlassenroot* , K.A. Brookhuis , J. 2 1 2 De Mol , V.A.W. Marchau , F. Witlox ; 1 Delft University of Technology, The 2 Netherlands, Ghent University, 3 Belgium, University of Groningen, The Netherlands

South American B

Speed

[O36] The effect of DUI interventions in high-risk counties in the commonwealth of Virginia, U.S.A K.E. Dunaway*, B.E. Porter; Old Dominion University, USA

1

on simulated driving performance J.l. Veldstra* , K.A. Brookhuis , D. de 1,2 1 Waard ; University of Groningen, 2 The Netherlands, Delft University of Technology, The Netherlands

[O35] Dose related effects of alcohol

[O34] Ultra brief motivational Interviewing for DUI recidivists not engaged in remedial measures: A 12-month follow-up 1,2 1,2 T.G. Brown* , M. Dongier , F. 2 2,3 Chanut , M.C. Ouimet , J. 1,2 4 1 Tremblay , L. Nadeau , et al; McGill 2 University, Canada, Douglas Hospital 3 Research Centre, Canada, National Institute of Child Health and Human 4 Development, USA, University of Montreal, Canada

Federal B [O67] Cognitive overload? In-depth analyses of serious road accidents involving lorry drivers’ right turn manoeuvres and cyclists travelling straight on T.L. Rendsvig*, P. Kines; Danish Road Traffic Accident Investigation Board, Denmark

Federal A

Cognition & Risk

[O48] See Late News

[O47] See Late News

[O46] See Late News

[O61] Drivers’ social skills producing safety in traffic A. Lammi*, K. Hernetkoski, S. Laapotti, A. Katila, E Keskinen; University of Turku, Finland

Social Factors

[O42] Gaze behaviour as an indicator for identifying driving manoeuvres F. Lethaus; German Aerospace Center (DLR), Germany

[O41] Visual attention when making time-to-arrival judgements in driving G. Underwood*, E. van Loon, F Khashawi; University of Nottingham, UK

[O40] Investigating the interaction of bottom-up and top-down influences upon drivers’ visual attention P. Konstantopoulos*, D. Crundall, P. Chapman; University of Nottingham, UK

Assistant professor, tel: +302421074164, fax: +302421074169, email: [email protected] Associate professor, tel: +302421074150, fax: +302421074169, email: [email protected]

[S2.4] Cultural differences in traffic risk perception, attitudes towards traffic safety and risk behaviour T. Rundmo*, S.H. Jörgensen; Norwegian University of Science and Technology, Norway

2

1

Following the guidelines of CAST (Campaigns and Awareness- raising Strategies in Traffic safety), a project under the 6th Framework Programme (2006-2009), a mass media campaign is being conducted in Greece. The evaluation of its effectiveness is assessed through the implementation of quasi-experimental design methods, according to which before and after measurements are taken on the road users’ knowledge, awareness, attitudes and behaviour. The statistical significance of the results is investigated. Finally, through the analysis of the observed road safety data (before and after), a causal relation is being built between them and the changes on the road user attributes.

Mass media campaigns are considered as the means to change the attitudes and behaviour of road users, so that to achieve enhancement of the road safety. Various techniques exist that assess the effectiveness of the campaigns, either through the analysis of road accident data, or the estimation of the impact on user attitudes and behaviour.

Abstract:

Eftihia Nathanail1, Nikolaos Eliou2 Department of Civil Engineering, University of Thessaly Pedion Areos, Volos, GREECE

Authors & affiliations:

Title: Road user attitude and behaviour: evaluation of the effectiveness of a mass media campaign on road safety

Opening Statements

7.00pm-8.00pm

6.40pm

6.20pm

6.00pm

5.40pm

5.20pm

11.30am

11.10am

10.50am

10.30am

Symposium to end 7.20pm Poster session 1

[S4.4] The Stockholm trail: Why did public support increase? 1 1 2 G. Schuitema , L. Steg* , S. Forward ; 1 University of Groningen, The 2 Netherlands, Swedish National Road and Transport Institude, Sweden

[S4.3] Cognitive constraints and motivational impacts on behavioural responses towards differentiated road pricing charges 1 1 1 J. Schade* , L. Roessger , D. Obst , P. 2 2 1 Bonsall , P. Whickham ; Techische Universitaet Dresden, Germany, 2 University of Leeds, UK

[S4.2] Determinants of car users´ intention to switch to public transport 1 1 2 L. Eriksson* , M. Friman , T. Gärling ; 1 Karlstad University, Sweden, 2 Göteborg University, Sweden

[S4.1] The effects of Pay-As-YouDrive vehicle insurance on driving speed: A Dutch field experiment J.W. Bolderdijk*, L. Steg, J.A. Rothengatter; University of Groningen, The Netherlands

[S3.3] Psychiatric drug treatments and driver performance E.J. Sanz, C. De las Cuevas*; University of La Laguna School of Medicine, Spain --------------------------------------------[S4] Financial incentives in transport Symposium leader: J.W. Bolderijk, University of Groningen, The Netherlands

[S3.2] LNDeter 100 and psychomotor performance 1 1 C. De las Cuevas* , E.J. Sanz , R. 2 1 Martínez ; University of La Laguna 2 School of Medicine, LNDETER SA, Spain

[S3.1] Psychiatric disorders and road safety C. De las Cuevas*, E.J. Sanz; University of La Laguna School of Medicine, Spain

[S1.4] Can screening tests identify at-risk older drivers? J. Langford, J. Charlton*; Monash University Accident Research Centre, Australia

[S1.3] Disabled/impaired driving: Developing ecologically valid procedures to assess visual attention 1 2 N. Gonzalez Vega* , P. Kuikka , H 3 1 Hämäläinen ; University of Jyväskylä, 2 Finland, Niilo Mäki Institute, Finland, 3 University of Turku, Finland

[S1.2] Perceptual and attentional deficits for global/local information processing in brain injured drivers 1 2 C. Marin-Lamellet* , N. Bedoin , V 1 1 Etienne ; Institut National de Recherche sur les Transports et Leur 2 Sécurité, France, University of Lyon, France

[S1.1] Assessment of fitness to drive after acquired brain injury: The role of neuropsychological tests A. Meng*; Danish Transport Research Institute, Denmark

[O54] See Late News

[O53] See Late News

[O52] Natural born drivers? The behavioural genetics of driving attitudes and performance in young people 1 2 R. Rowe* , T.C. Eley , et al; 2 University of Sheffield, UK, King's College London, UK 1

[O51] When couples become parents: understanding the effects of a first-born child on parents' travel behavior E. Zwerts*, F. Witlox; Ghent University, Belgium

[O50] The effectiveness of roadsafety guards: Knowledge and behavioral intentions 1 2 1 A. Haifa* , R. Tova , H. Matan , P. 1 1 Ariela , N. Dan 1 Research Institute of Human Factors in Road Safety College of 2 Management, Israel, Bar Ilan University, Israel

[O4] Electronically coupled truck convoys and driver’s response first evaluation data from the project KONVOI M. Wille*, M. Röwenstrunk, G. Debus; Technical University Aachen, Germany

[O3] Driver-related factors and characteristics in crashes prevented by driver support onboard safety systems 1 2 1 A. Houser* , A. Flannery ; Federal Motor Carrier Safety 2 Administration, USA, George Mason University, USA

[O2] An evaluation of drivers’ use of low-speed backing aids C.M. Rudin-Brown*; Transport Canada, Canada

[O1] Instructions – why it does make a difference for evaluation of driver support systems N. Fricke; Berlin University of Technology, Germany

Senate

[S1] Aged and cognitively impaired drivers: Psychological, ethical and safety issues Symposium leader: A. Siren, Danish Transport Research Institute, Denmark

Driver Support Systems

Please note: Individual presentations within a symposium may run to their own agreed timeframe Presidential Ballroom

[O60] See Late News

[O59] See Late News

[O58] Promoting compliance with speed limits: Testing a theorydriven intervention based on the theory of planned behaviour 1 2 M.A. Elliott* , C.J. Armitage ; 1 University of Strathclyde, UK, 2 University of Sheffield, UK

[O57] Self-induced speed variation and attention M. Wille*, G. Debus; Technical University Aachen, Germany

[O56] Social representations of speed, automatic speed control and acceptability of LAVIA (French ISA system) 1,2 1 2 C. Pianelli* , F Saad , J.-C Abric ; 1 2 GARIG, INRETS, France, University of Provence I, France

[O10] The carrot or the stick? Examining the effectiveness of two versions of the “Speak out” road safety campaign P. Ulleberg*; Univerity of Oslo, Norway

[O9] Will driver and pedestrian behaviors become safer when police use reinforcement-based enforcement strategies? A study of self-reported feedback from college drivers B.E. Porter*, J.A. Rudiger; Old Dominion University, USA

[O8] Influence of penalty point system on driver behaviour: data from a national survey in Spain L. Montoro, J. Roca*; University of Valencia (UVEG), Spain

[O7] Improving safety behaviour and accident records of professional drivers. the dead sea project M.H. Cale*; CogniTo, Israel

South American B

Enforcement and Incentives

[O66] Errors in the city: An in-depth accidentology study P.J.H Van Elslande; INRETS-MA, France

[O65] Towards a strategy to target human factors in the motor carrier industry in Canada P.T. Thiffault; Transport Canada, Canada

[O64] The expression of driving anger amongst New Zealand drivers M.J.M. Sullman; University of Hertfordshire, UK

[O63] Road user attitude and behaviour: Evaluation of the effectiveness of a mass media campaign on road safety E.G. Nathanail, N Eliou*; University of Thessaly, Greece

[O62] Joy and convenience while driving A. Engeln*, C. Kieninger; Robert Bosch GmbH, Germany

[O16] Socioeconomic differences in the response towards road pricing T. Gehlert*, C. Kramer, B. Schlag; TU Dresden, Germany

[O15] The role of the car for everyday activities and subjective well-being C. Jakobsson*, L. Olsson, A. Gamble, T. Gärling; Göteborg University, Sweden

[O14] Transport mode choice as a comparative process: The effect of attitudes, norms and perceived control comparison between mass transit and car on mass transit use M. Gandit*, D.R. Kouabenan; Pierre Mendès-France University - LIP/PC2S, France

[O13] Effect of habit, attitudes and affective appraisal on modal choice and car use. An application to university workers C. Domarchi, A. Tudela, A. Gonzalez*; Universidad de Concepcion, Chile,

Federal A

Mobility I

Refreshment break Symposium 1

10.00am

Monday 1 September

[K1] Changes in brain structures of younger and older drivers: Meeting the challenge; I. Glendon, Griffith University, Australia

KEYNOTE 1- Presidential Ballroom 9.00am

8.30am

[O72] Differences between the risk perceived by the drivers and the real risk associated to the state of the parts of the safety triangle (shock absorber, brakes and tires) 1,2 1 F. Toledo Castillo ; University of 2 Valencia, Spain, Institute of Traffic and Road Safety, Spain

[O71] Investigating factors affecting travel behaviour of urban residents in a developing city O.B. Olufemi; Olabisi Onabanjo University, Nigeria

[O70] Mental workload and risk behaviour: An exploratory study using a multidimensional methodology during riding simulation L.L. Di Stasi*, V. Alvaréz Valbuena, A. Antolí, J.J. Cañas, A. Catena; University of Granada, Spain

[O69] Cognitive failures as predictors of driving errors, lapses, and violations C.M. Wickens*, M.E. Toplak, D.L. Wiesenthal; York University, Canada

[O68] Working memory processes as the cognitive basis of driver's situation awareness 1 2 M.R.K. Baumann* , T. Petzoldt , C. 4 3 Groenewoud , J. Hogema , J.F. 2 1 Krems ; German Aerospace Center 2 (DLR), Germany, Chemnitz University of Technology, Germany, 3 4 TNO, The Netherlands, University of Utrecht, The Netherlands

[O22] The effect of the Checkpoints Program administered at permit and licensure on parent limits on teen independent driving 1 1 B.G. Simons-Morton* , M.C. Ouimet , 1 2 W.A. Leaf , T. Casanova , D.F. 2 1 Preusser ; National Institute of Child Health and Human Development, 2 USA, Preusser Research Group Inc., USA

[O21] Understanding the effects of risk-education within driver training programmes P. Loukopoulos*, S. Forward; VTI, Sweden

[O20] Driver education, training and licensing: New approaches in Europe and North America for the application of the GDE matrix J.P. Assailly ; INRETS, France

[O19] Evaluation of the Austrian multi-phase driving licensing model M. Gatscha, C. Brandstaetter, A. Kaltenegger*, J. Pripfl; Austrian Road Safety Board, Austria

Federal B

Driver Training & Licensing

11.10am

10.50am

10.30am

10.00am

[O77] See Late News

[O76] The development and evaluation of a new and innovative training package for older drivers M.I. Whelan*, J. Oxley, J. Charlton, A Devlin, M Congiu; Monash University Accident Research Centre, Australia

[O75] Restricted licenses for aging drivers: Preserving ego or increasing risk? G. Nasvadi*, A. Wister; Simon Fraser University, Canada

[O74] SAFER driving: self screening for older drivers 1 1 D.W. Eby* , L.J. Molnar , P.J. 2 1 Kartje ; University of Michigan Transportation Research Institute, 2 USA, University of Michigan Health System, USA

[O73] Why do older drivers give up their keys? the role of functional impairment 1 2 J.F. Antin* , T.E. Lockhart , W. 2 2 1 Shi , C. Haynes ; Virginia Tech Transportation Institute, USA, 2 Virginia Tech Industrial and Systems Engineering Department, USA

Wednesday 3 September

[O83] Behaviour and attitude of U.S. road users regarding seat belt use and law 1 2 1 Y.-J. Kweon* , C. Baek ; Virginia Transportation Research Council 2 Virginia DOT, USA, North Carolina Department of Transportation, USA

[O82] Challenges and opportunities for promoting booster seat use: incorporating social marketing and high-threat messaging 1 2 1 K.E. Will *, C.S. Sabo ; Eastern 2 Virginia Medical School, USA, Virginia Commonwealth University, USA

[O81] Targeting “tweens”: Increasing safety belt use among a forgotten age group 2 1 1 C.S. Sabo* , K.E. Will , E.J. Lorek , 1 1 D.A. Kokorelis ; Eastern Virginia 2 Medical School, USA, Virginia Commonwealth University, USA

[O80] An implementation and evaluation of multi-component safety-belt use initiatives in highrisk areas of the Commonwealth of Virginia, USA K.L.H. Martinez*, B.E. Porter; Old Dominion University, USA

[O79] How are health behaviors, lifestyle factors and social deviance related to seat belt use? 1 2 Ö. Simsekoglu* , T. Lajunen ; 1 2 University of Helsinki, Finland, Middle East Technical University, Turkey

South American B

Safety Belt

Senate

[S8.4] Field operational test of intelligent speed adaptation, following distance warning and seatbelt reminder systems: Methods and findings from the Australian TAC SafeCar project 1 2 M.A. Regan* , K.L. Young , T.J. 2 2 3 Triggs , N. Tomasevic , P. Tierney , D. 4 1 Healy , et al; French National Institute for Transport and Safety Research 2 (INRETS), France, Monash University Accident Research Centre, Australia, 3 4 VicRoads, Australia, Transport Accident Commission, Australia

[S8.3] The impact of intelligent speed adaptation on behaviour and attitudes in the ISA-UK trials O.M.J. Carsten*, F.C.H. Lai, K. Chorlton; University of Leeds, UK

[S8.2] Do safety systems lose their effectiveness over time? M. Hjalmdahl; VTI, Sweden

[S8.1]The French national project on Intelligent Speed Adaptation (The LAVIA project): Overall evaluation process S. Lassarre, F. Saad*; INRETS, France

[O134] Average speed zones and driver task appraisal: Visual behaviour & workload findings T.C. Lansdown*; Heriot-Watt University, UK

[O133] Interface between driver capability and task difficulty: Influence of speeder type and accident culpability 1 1 M. Gormley* , R. Fuller , S. 2 2 Stradling , P. Broughton , N. 2 2 1 Kinnear , C. O'Dolan , et al; Trinity 2 College, Ireland, Napier University, UK

[O132] Systematic identification, assessment and dissemination of road safety measures: SUPREME - a pan-European approach M. Winkelbauer*, K. Machata; Kuratorium fuer Verkehrssicherheit, Austria

Policy


[S8]Experiments in the real world: Field operational tests of advanced driving assistance systems Symposium leader: J. Sayer, UMTRI, USA

Symposium 8

Refreshment break

[O140] Development of novice drivers in how they cope with increased task demands; results of an on-road driving assessment 0.5 year and 1.5 years after licensing 1 1 S. De Craen* , D.A.M Twisk , M.P. 1 2 Hagenzieker , H. Elffers , K.A. 3 1 Brookhuis ; SWOV Institute for Road Safety Research, The Netherlands, 2 The Netherlands Institute for the Study of Crime and Law Enforcement, 3 The Netherlands, Delft University of Technology, The Netherlands

[O139] Young novice drivers, their performance on hazard perception tests and their crash rate W.P. Vlakveld*, D.A.M. Twisk; Institute for Road Safety Research, The Netherlands

[O138] How distracted are teen drivers? Using the 40-teen naturalistic driving data to assess the prevalence of teen driver distraction 1 1 1 S.G. Klauer* , S.E. Lee , T.A. Dingus , 2 2 E.C. Olsen , M.C. Ouimet , B.G. 2 1 Simons-Morton ; Virginia Tech Transportation Institute, USA, 2 National Institute of Child Health and Human Development, USA

South American B

Young Drivers II

[K5] Integrating public health with traffic psychology; D. Sleet, Centers for Disease Control & Prevention, USA

KEYNOTE 5 - Presidential Ballroom

Business Meeting

9.00am

Poster session 2

6.00pm-7.00pm

[S5.4] Perceived and actual pedestrian skills in early adolescence: Evidence of overestimation of ability 1 1,2 A.K. Tolmie* , J.A. Thomson ; 1 Institute of Education London 2 University, UK, Strathclyde University, Glasgow, UK

[S5.3] The effectiveness of virtual reality training in improving children’s ability to judge the safety of traffic gaps 1 2 J.A. Thomson* , A.K. Tolmie ; 1 Strathclyde University, Glasgow, UK, 2 Institute of Education London University, UK

[S5.2] How do child cyclists make decisions about crossing trafficfilled intersections? J. Plumert*; University of Iowa, USA

[S5.1] Integrating selective attention into developmental pedestrian safety research B.K. Barton*; University of Guelph, Canada

[S5] Psychological competences underlying traffic behaviour and their development in children and young adolescents Symposium leader: J. Thomson, University of Strathclyde, UK

Senate


6.00pm-7.00pm

11.50am

11.30am

11.10am

10.50am

10.30am

Aging Driver Licensing

Symposium 5

Federal A

Perception I

1

[O146] Adapting lane keeping assistance to driver activity does not increase acceptance M. Vollrath*, A. Huemer; Technical University of Braunschweig, Germany

[O145] ReflektAS – lane keeping assistant based on reflexive behaviour 1 2 1 A. Kullack* , I. Ehrenpfordt , F. Eggert ; 1 Technische Universität Braunschweig, 2 Germany, German Aerospace Center, Germany

[O144] Drivers’ perception of driver information and placement: A crosscultural study P.O. Tretten*, A. Gärling, D. Pettersson; Human Work Sciences, Sweden

1

scenarios and driving experience C. Berthelon* , M. Meskali , C. 1 2 1 Nachtergaële , I. Aillerie , C. Perrin ; 1 2 INRETS/MA, France, INRETS/MSIS, France

[O152] Eye glance behavior of drivers with visual field loss: A driving simulator study 1 1 1 J. Lockhart , L. Boyle , M. Wilkinson , 2 1 K. Sifrit* ; University of Iowa, USA, 2 US DOT- NHTSA, USA

[O151] Attention during visual secondary tasks: Self paced vs. externally paced secondary task B. Gradenegger*, N. Rauch, H.-P. Krueger; University of Wuerzburg, Germany

[O150] Relative crash risk when using handheld versus handsfree mobile telephone during driving A. Backer-Grøndahl*, F. Sagberg; Institute of Transport Economics, Norway

Federal B

Distracted Driving I

[O95] Identifying risk factors in truck driving D.R. Poulter*, D. Crundall, P. Chapman, P. Bibby, D.D. Clarke; University of Nottingham, UK

[O94] Attitudes of truck drivers and everyday drivers toward reckless on-road behavior 1 2 T. Rosenbloom* , E. Eldror , A. S 1 1 hahar ; Bar Ilan University, Israel, 2 Research Institute of Human Factors in Road Safety College of Management, Israel

[O88] The effect of experience and roadside proximity of a search task on willingness to engage in extreme glance durations away from the forward roadway 1 2 1 I.J. Reagan* , D.L. Fisher ; National Highway Traffic Safety Administration, 2 USA, University of Massachusetts at Amhert, USA

[O89] Simulation of accidents

[O93] Impact of the ‘training on the job’ on decisions made by young watch officers 1 2 C. Chauvin* , J.P. Clostermann ; 1 University of South Brittany, France, 2 Le Havre Merchant Marine Academy, France

[O92] Periodic further training based on feedback (CAP) N. Sihvola*, P. Rämä; VTT Technical Research Centre of Finland, Finland

[O91] The effects of workload on the truck drivers' fatigue in Korea J.S. Oh*, Y.S. Hwang, S.C. Lee; Chungbuk National University, South Korea

Federal B

Professional Drivers I

[O87] Training drivers’ eye movements P. Chapman*, G. Underwood, D Crundall; University of Nottingham, UK

[O86] Predicting video-based hazard perception latencies using selfreported measures of driving skills and behaviors 1 1 1 N. Sumer* , A.B. Ünal ; Middle East Technical University, Turkey, 2 Meteksan Systems, Turkey

[O85] Task difficulty, risk and effort in a simulated driving task – implications for task-difficulty homeostasis B. Lewis-Evans, T. Rothengatter, University of Groningen, The Netherlands

Federal A

Simulation I

Refreshment break

Tuesday 2 September

[K3] Opportunities and new challenges for impacting transport safety among children, teens, and young adults; F. Winston, Children's Hospital of Philadelphia, USA


9.00am

10.00am

Lunch

Senate

Refreshment break

1.50pm [S9.2] Biking for enjoyment: Lowering the risk of leisure riding 1 2 1 P. Broughton* , L. Walker ; Owl 2 Research Ltd, UK, Stirling University, UK

[S9.1] Psychosocial factors influencing risky motorcycle rider intentions and behaviour B. Watson; Queensland University of Technology, Australia

[O157] Human performance model by driving simulator 1 1 H. Nakayasu* , Y. Seya , T. 2 3 4 Miyoshi , N. Keren , P. Patterson ; 1 Konan University, Japan, 2 Toyohashi Sozo University, Japan, 3 Iowa State University, USA, 4 Texas Tech University, USA

[O156] Content-based analysis for assessing safety risks of invehicle information systems T. Kujala*, P Saariluoma; University of Jyväskylä, Finland

Senate

[S9] Understanding and reducing risk taking by motorcycle riders Symposium leader: N. Haworth, University of Queensland, Australia


[O137] See Late News

[O136] Traffic psychology in Brazil: Reality and challenges A. Bianchi*; Federal University of Paraná, Brazil

[O135] Science and policy to reduce red light running: A traffic psychology success story to highlight the importance of affecting debates for public safety 1 1 B.E. Porter* , K.L.H. Martinez , K. 2 3 1 E. Will , T.D. Berry ; Old Dominion 2 University, USA, Eastern Virginia 3 Medical School, USA, Christopher Newport University, USA

Simulation II

Lunch

12.30pm

1.30pm

[O102] The use of structural equation modeling in the study of personal values, urban form and auto orientation for utilitarian walking 1 2 M.A. Coogan* , K.H. Karash , T. 3 1 Adler ; New England Transportation Institute, USA, 2 TranSystems Corporation, USA, 3 Resource Systems Group, USA

[O101] Travel likers and haters: An examination of how different travel affect orientations influence the relationships among travel amounts, perceptions, and desires 1 2 D.T. Ory* , P.L. Mokhtarian ; 1 Parsons Brinckerhoff, USA, 2 University of California, Davis, USA

Symposium 9

[S8.7] Lane departure warning system performance and influence on driving performance from the road departure crash warning system field operational test D.J. LeBlanc*, J. Sayer, Z. Bareket, J. Devonshire, C. B. Winkler; The University of Michigan Transportation Research Institute, USA

[S8.6] Electronic records of undesirable driving manoeuvres – an exploratory analysis M.O. Musicant*, B.H. Bar-Gera , S.E. Schechtman ; Ben-Gurion University, Israel

[S8.5] Experimental control in a field operational test with young ISAvolunteers - The Danish "pay as you speed project". 1 1 L. Harms* , B. Klarborg , H. 2 2 Lahrmann , N. Agerholm , N. 2 1 Tradisauskas ; Copenhagen 2 University, Denmark, Aalborg University, Denmark

12.10pm

11.50am

[O84] See Late News

[O90] The effectiveness of simulator training in reducing teenage accident rates 1 1 1 R.W. Allen* , M.L. Cook , G.D. Park , 2 1 D. Fiorentino ; Systems Technology, 2 Inc., USA, Southern California Research Institute, USA

South American B

Fatigue


[O104] The comparison of relative importance of road imperfections and lighting conditions with fatigue, drowsiness and other factors in heavy vehicle accidents' causation in Iran 1 2 3 E. Ayati , M.R. Ahadi* , A. Sobhani , H. 1 1 Attaran Kakhki , H. Jabbari Noughabi ; 1 Ferdowsi University of Mashhad, Iran, 2 Transportation Research Institute, 3 Iran, Monash University, Australia

[O103] The effects of different methods in delaying fatigue symptoms during a prolonged drive P. Gershon*, A. Ronen, T. Oron-Gilad, D. Shinar; Ben-Gurion University of the Negev, Israel

Federal A

Violators


[O107] Towards understanding the traffic violators for safer roads in Kuwait F. Al-Rukaibi*, M.A. Ali, Kuwait University, Kuwait

[O106] Committing driving violations: an observational study comparing city, town, and village T. Rosenbloom*, A. Ben-Eliyahu, D. Nemrodov, Y. Sapir-Lavid; Bar Ilan University, Israel

[O163] Age and skill differences in hazard perception and classification of traffic scenes A. Borowsky*, D. Shinar, T. OronGilad; Ben Gurion University, Israel

[O162] The effect of relevance, criticality, and interruption length on cued and uncued recall of traffic situations of experienced and inexperienced drivers 1 2 M.R.K. Baumann* , T. Franke , J.F. 2 1 Krems ; German Aerospace Center 2 (DLR), Germany, Chemnitz University of Technology, Germany

South American B

Levels of Experience

[O143] Participative design for a massive campaign in order to prevent road traffic accidents in youngsters S. Treviño-Siller*, M. Híjar Medina, E. Hidalgo, M.L. Ortega; National Institute of Public Health, Mexico

[O142] The introduction of road safety culture on driver training and licensing: A new educational program in Spain 1 1 1 L. Montoro , J.I. Lijarcio* , J. Roca , R. 1 2 1 Puchades , M.C. Egido ; INTRAS 2 Universitat de València, Spain, DGT Ministerio del Interior, Spain

[O141] Learning the rules of the road – do violations necessarily increase the risk of young drivers? T. Bjørnskau; Institute of Transport Economics, Norway

[O169] Scanning behaviour of road images is influenced by a preceding unrelated visual search task C. Thompson*, D. Crundall; University of Nottingham, UK

[O168] Driver impairment and prospective memory: A novel cause of driver inattention S. Trawley*, D. Crundall, P. Chapman; University of Nottingham, UK

Federal A

Perception II & Impaired Driving II


[O148] The stability of behavioral indicators used to infer the intention to change lanes 1 2, M.J. Henning* , O. Georgeon J.F. 1 1 Krems ; Chemnitz University of 2 Technology, Germany, INRETS (Institut National de Recherche sur les Transports et leur Sécurité), France

[O147] Important visual cues for driver speed perception in virtual driving environments M.D. Petersheim, S.N. Brennan, C.M. LaJambe*, F.M. Brown; The Pennsylvania State University, USA

Project Green-Yellow-Red, a social marketing initiative to reduce impaired motorcycle riding; M. Aguilar, Innocorp Ltd., USA

WORKSHOP- South American A

[O99] Safe or secure? Profiles of subjective risk perception on different travel modes A. Fyhri*, A. Backer-Grøndahl, A.H. Amundsen; Institute of Transport Economics, Norway

[O98] Using time perspective to predict both risky driving and positive driving behaviors K.L.H. Martinez; Old Dominion University, USA

[O100] Psychological aspects of modal and seat category choice: Structural equation modeling approach T. Yoshida*, S Terabe; Tokyo University of Science, Japan

Mobility Models

Presidential Ballroom [O97] Driving behavior of rural and urban residents: Interactions between safety cultures and environmental factors M.E. Rakauskas*, N.J. Ward; ITS Institute, University of Minnesota, USA

Risk Perception

4.00pm-5.00pm

11.30am

[O78] See Late News

[K4] The challenge to transport psychology: How to get the world to burn less fossil fuel; S. Stradling, Napier University, UK


3.30pm

3.10pm

2.50pm

2.30pm

1.30pm

12.30pm

12.10pm

[O175] The effect of different music genres on driving performance J.A. Rothengatter; University of Groningen, The Netherlands

[O174] Benefits of bilingualism and video game proficiency when driving and speaking on a cellular telephone 1 1 J.A. Telner* , D.L. Wiesenthal , E. 1 2 1 Bialystok , M. York ; York University, 2 Canada, York Computer Technologies, Canada

Federal B

Distracted Driving II


[O154] Driver distraction and inattention: Issues in estimating the crash involvement of driver distraction using New Zealand police-reported crashes as an example C.P. Gordon*, S. Evans; Ministry of Transport, New Zealand

[O153] Effects of visual flow information type on reactions to hazardous driving events while having a phone conversation M.E. Rakauskas*; University of Minnesota, USA


[O110] The optimism bias and illusion of control in business drivers and non-business drivers and their relation with accident involvement 1 2 J. Mesken* , T. Rothengatter , M. 2 1 Kuiken, E. Cozijnsen ; Amersfoort, 2 The Netherlands, University of Groningen, The Netherlands

[O109] Differences between professional driver groups in selfevaluated perceptual-motor and safety skills 1 2 2 B. Öz , T. Özkan* , T. Lajunen ; 1 University of Helsinki, Finland, 2 Middle East Technical University, Turkey

Federal B

Professional Drivers II

[O96] An assessment framework for understanding transportation safety culture 1 2 2 T. Özkan* , D. Parker , M. Lawrie , T. 1 1 Lajunen ; Middle East Technical 2 University, Turkey, University of Manchester, UK

4.00pm

3.30pm

3.10pm

2.50pm

2.30pm

2.10pm

5.40pm

5.20pm

5.00pm

4.40pm

4.20pm

4.00pm

Senate

[S10] Safety and human factors research: naturalistic data collection methods and results in commercial vehicle operations Symposium leader: M. Blanco, Virginia Tech Transporation Institute, USA


Symposium 10

Refreshment break

[S9.6] Mat rempit' menace (illegal street motorcycle racers) in malaysia; A study on psychological profile of mat rempit in Malaysia R. Ismail *, N. Ibrahim; Universiti Kebangsaan Malaysia (UKM), Malaysia

[S9.5] Study on lateral clearance of roadside obstacles tolerated by motorcyclists T. Woo*, S. Ho, Y. Lo; National Chiao Tung University, Taiwan

[S9.4] Theoretical perspectives on motorcycle rider training: reducing risk taking P. Rowden*; Queensland University of Technology, Australia

[S9.3] Do the attitudes and risky behaviours of motor scooter riders differ from other motorcyclists? N. Haworth*; Queensland University of Technology, Australia

[S6.5] Human subject study of fullface motorcycle helmet comfort C.P. Bogerd*, P.A. Brühwiler; Empa, Materials Science and Technology, Switzerland

[S6.4] A survey of motorcyclists’ hearing 1 1 2 M. Carley , I. Walker* , N.J. Holt ; 1 2 University of Bath, UK, Bath Spa University, UK

[S6.3] Assessing and intervening in car drivers’ attitudes towards motorcyclists P. Ward, D. Crundall*, D.D. Clarke, P. Bibby, C. Bartle; University of Nottingham, UK

[S6.2] Assessing the motives and the barriers of helmet wearing in motorcyclists of Crete 1 1 G.S. Tzamalouka* , M. Papadakaki , J. 1 2 El. Chliaoutakis , Ch. Gnardellis ; 1 Technological Educational Institute 2 (TEI) of Crete, Greece, Technological Educational Institute (TEI) of Messolonghi, Greece

[S6.1] Riding versus driving and the causes of motorcycle crashes and car crashes 1,2 1 D. Shinar* ; Ben Gurion University of the Negev, Israel, 2Israel’s National Road Safety Authority, Israel

[O180] The environment and walking: Assessing objective and perceptual measures of the environment A.D.L. Smith*, K.J. Clifton; University of Maryland, USA,

Senate

Pedestrians II & Young Drivers III

[O161] Scaring people into safer driving: Negative consequences in simulated driving N. Smith, D. Crundall, P. Chapman*; University of Nottingham, UK

[O160] Understanding reliance and utility of advanced driver safety monitoring systems J. Moeckli*, T. Brown, D. Marshall, B. Dow; National Advanced Driving Simulator, USA

[O159] Some hazards are more attractive than others D. Crundall*, P. Chapman, S. Trawley, G. Underwood; University of Nottingham, UK

[O158] Effect of upper limb immobilisation upon driving performance 1 2, J.A. Groeger* , J.J. Gregory A.N. 1 2 Stephens , N.S. Steele ; 1 2 University of Surrey, UK, The Robert Jones and Agnes Hunt Orthopaedic & District General Hospital, UK


[O116] Self-efficacy beliefs’ influence on driving performance under changing task demands E.B. Dogan*, T. Rothengatter; University of Groningen, The Netherlands

[O115] Driver’s judgments of time in traffic situations M. Nordfang; Danish Transport Research Institute, Denmark

[O114] Adaptive task management for driver-initiated distractions W.J. Horrey*, M.F. Lesch; Liberty Mutual Research Institute for Safety, USA

[O113] The role of situation awareness in the interaction with secondary tasks while driving N. Rauch*, B. Gradenegger, H.-P. Krueger; University of Wuerzburg, Germany

[O112] Activity travel repertoires objectified as bayesian inference networks (AT-ROBIN) E. Hannes*, D. Janssens, G. Wets; Hasselt University, Belgium

Task Demands

Presidential Ballroom [S6] Interdisciplinary approaches to motorcyclists' safety Symposium leader: T. Lajunen, Middle East Technical University, Turkey

Symposium 6 South American B

Personality I

[O186] Reducing the anger and anxiety experienced at motorway roadworks S.L. Jamson*; University of Leeds, UK

South American B

Personality II


[O166] Does driving experience influence the three attentional networks functioning? 1 l2 C. Castro* , D. Crundal , D. 2 2 Chapman , S. Trawley , G. 2 1 Underwood ; University of Granada, 2 Spain, University of Nottingham, UK

[O165] What happens next? Predicting other road users’ behaviour as a function of driving experience and processing time B. Andrews*, L. Jackson, P. Chapman, D. Crundall, University of Nottingham, UK

[O164] In-depth observation of 16year-old newly licensed drivers during their first days of independent driving 1 2 M.C. Ouimet* , S.G. Klauer , B.G. 1 2 Simons-Morton , S.E. Lee , T.A. 2 1 1 Dingus , E.C.B Olsen ; National Institute of Child Health and Human 2 Development, USA, Virginia Tech Transportation Institute, USA


[O122] Dangerous practices in automotive advertising P.C. Burns*, C. Rudin-Brown; Transport Canada, Canada

[O121] Religiousness, conservatism and traffic behaviour Z. Yildirim*, T. Lajunen; Middle East Technical University, Turkey

[O120] Self-reported driving behaviour – the impact of socially desirable responding 1 2 M.J.M. Sullman* , J.E. Taylor ; 1 University of Hertfordshire, UK, 2 Massey University, New Zealand

[O118] The influence of other-driver status on driver anger and behaviour in situations of high impediment A.N. Stephens*, J.A. Groeger; University of Surrey, UK [O119] Driver behaviour: The interactive influence of motivation and emotion, attitudes and selfimage S. Heslop*, J. Harvey, N. Thorpe, C. Mulley; Newcastle University, UK

[O192] Affective forecasting: Predicting and experiencing satisfaction with public transport 1,2 1 T. Pedersen* , M. Friman , P. 1 1 Kristensson ; Karlstad University, 2 Sweden, National Institute of Occupational Health, Norway

Federal A

Mobility II



[O171] Medical fitness to drive: evidence from real-world research J.R. Hill*, E. Dodson, J. Barnes; Loughborough University, UK

[O170] Drivers’ visual search patterns in filmed, simulated, and actual dangerous driving situations G. Underwood*, P. Chapman, D. Crundall; University of Nottingham, UK

[O125] What role do parents play in reducing risk-taking behaviors in newly licensed drivers within a graduated driver licensing system? M.I. Whelan*, J. Oxley, J. Charlton; Monash University Accident Research Centre, Australia

[O124] A brief parent/teen group intervention in driver education to enhance restrictions on teens’ initial driving 1 2 J.T. Shope* , B.G. Simons-Morton , 1 2 J.S. Zakrajsek , M.C. Ouimet ; 1 University of Michigan Transportation 2 Research Institute, USA, National Insitute of Child Health and Human Development, USA

[S7.4] Evaluation of a program to support accompanied driving for young drivers in Israel 1 2 1 T. Lotan* , T. Toledo ; Or Yarok, 2 Israel, Technion Israel Institute of Technology, Israel

[S7.3] Attitudes towards accompanied driving and perceived parental characteristics among young drivers O. Taubman - Ben-Ari*; Bar-Ilan University, Israel

[S7.2] Correlations among the driving behaviour of young drivers and their parents 1 2 1 T. Lotan* , T. Toledo ; Or Yarok, 2 Israel, Technion Israel Institute of Technology, Israel

[S7.1] Intergenerational transmission and development of driving styles among young drivers G. Miller*, O. Taubman - Ben-Ari; BarIlan University, Israel

[S7] Young Drivers and Their Parents: A four-fold perspective Symposium leader: O. Taubman - BenAri, Bar-Ilan University, Israel

Federal A

Symposium 7

[O198] Rider behaviour questionnaire T. Özkan*, T. Lajunen, B.E. Çiçek, C. Öztekin, Z. Yıldırım; Middle East Technical University, Turkey

Federal B

Motorcycles & Mopeds

[O179] Online detection of driver distraction 1 1 C. Blaschke* , B. Faerber , R. 2 1 Limbacher ; University of the 2 Bundeswehr, Germany, Audi AG, Germany

[O178] Meet the driver needs by matching assistance functions and task demands A Kassner; German Aerospace Center, Germany

[O177] Dynamic workload measurement - a step towards workload adaptive systems C. Schiessl, S. Briest*; German Aerospace Center, Germany

[O176] Gender differences in distraction from mobile phone conversations L.M. Geaghan, J.D. Irwin*; Macquarie University, Australia


[O130] Older drivers’ view of other drivers, experienced driving difficulties and compensation in relation to future crash involvement 1 1,2 C. Lundberg* , K. Johansson ; 1 Karolinska University Hospital at 2 Huddinge, Sweden, Karolinska Institutet, Sweden

[O129] The functional correlates of older drivers’ on-road driving test errors 1 2 M.R.J. Baldock* , A. Berndt , J.L. 1 1 Mathias ; University of Adelaide, 2 Australia, University of South Australia, Australia

[O128] Cognitive fatigue associated with impaired driving performance in older adults B. Freund*, R. McLeod; Eastern Virginia Medical School, USA

[O126] Clinical care and consultation for elderly drivers who were forced to give up a driver's license M. Tokoro; Kokushikan University, Japan [O127] Skills, strategies and age differences in driving behaviour E.C. Andrews*, S.J. Westerman; University of Leeds, UK

Federal B

Older Drivers I

5.40pm

5.20pm

5.00pm

4.40pm

4.20pm


[O184] Measurement as persuasion? B. Falk*, H. Montgomery; Stockholm University, Sweden

[O183] Exposure reduction or traffic education: The effectiveness of education programmes in reducing accidents of adolescents with heavy freight vehicles D.A.M. Twisk*, J.J.F. Commandeur, W.P. Vlakveld; Institute for Road Safety Research (SWOV), The Netherlands

[O182] Cell phone use among teen drivers before and after enactment of a cell phone ban 1 1 S.E. Lee* , T.A. Dingus , E.C.B. 2 2 Olsen , M.C. Ouimet , S.G. 1 2 Klauer , B.G. Simons-Morton ; 1 Virginia Tech Transportation 2 Institute, USA, National Institute of Child Health and Human Development, USA

[O181] Pedestrians at the kerb – recognising the action intentions of humans 1 2 S. Schmidt* , A. Perez-Grassi , F. 2 1 Puente-Leon , B. Färber ; Universität der Bundeswehr 2 München, Germany, Technische Universität München, Germany

1





[O187] Narcissism and aggressive driving: Is inflated self-esteem a road hazard? M. Lustman*, D.L. Wiesenthal; York University, Canada

[O197] The role of the car for subjective well-being: a study of people changing transport behaviour L.E. Olsson*, C. Jakobsson, A. Gamble, T Gärling; Gothenburg University, Sweden

[O196] A latent class analysis of commuters’ transportation mode and its relationships with commuting stress G.A. Williams*, J. Murphy, R. Hill; Nottingham Trent University, UK

[O195] Soft policies for new residents: Effects of pre-move intervention and the impact of urban development I. Thronicker*, S. Harms; HelmholtzCentre for Environmental ResearchUFZ, Germany

[O194] Mobility management through communication for new residents 1 2 2 A. Taniguchi* , K. Shimada , S. Fujii ; 1 2 Tsukuba University, Japan, Tokyo Institute of Technology, Japan

[O193] Understanding the impact of public transport performance on passengers 1 2 1 I. Walker* , K. Briggs ; University of 2 Bath, UK, BT Research, UK


[O202] Why are young moped riders often involved in accidents? L. Steg*, G.A. van Brussel; University of Groningen, The Netherlands

[O201] The influence of lighting conditions on motorcyclist’s risk perception. An advanced recording and evaluating methodology N.E. Eliou*, T.G. Nathanail; University of Thessaly, Greece

[O200] The influence of motorcyclist behavior in crash involvement Md. Mazharul Haque*, H. Chor Chin, L. Beng Chye; National University of Singapore, Singapore

[O199] Psychological models for motorcycle helmets usage T. Özkan*, T. Lajunen, B.E. Çiçek, C. Öztekin, Z. Yıldırım; Middle East Technical University, Turkey

4TH International Conference on Traffic & Transport Psychology Capital Hilton, Washington DC, USA August 31 – September 4, 2008

Eftihia Nathanail, Nikolaos Eliou Department of Civil Engineering, University of Thessaly Pedion Areos, Volos,GREECE

Road user attitude and behaviour: evaluation of the effectiveness of a mass media campaign on road safety

[S10.4] Large truck crash countermeasures using a naturalistic data collection approach 1 1 J.S. Hickman* , R.L. Olson , M. 1 1 Blanco , J. Bocanegra , R.J. 1 2 1 Hanowski , R.J. Carroll ; Virginia Tech 2 Transportation Institute, USA, Federal Motor Carrier Safety Administration, USA

[S10.3] The impact of sleep on safety critical events in commercial vehicle operations 1 1 R.L. Olson* , R.J. Hanowski , M. 1 1 1 Blanco , J. Bocanegra , J.S. Hickman , l2 1 R.J. Carrol ; Virginia Tech 2 Transportation Institute, USA, Federal Motor Carrier Safety Administration, USA

[S10.2] Effects of restart period length on the occurrence of safety critical events 1 1 M. Blanco* , J. Bocanegra , R.J. 1 1 1 Hanowski , R.L. Olson , J.S. Hickman , 2 1 R.J. Carroll ; Virginia Tech 2 Transportation Institute, USA, Federal Motor Carrier Safety Administration, USA

[S10.1] Naturalistic data collection methodology 1 1 R.J. Hanowski* , J.S. Hickman , M. 1 1 1 Blanco , R.L. Olson , J. Bocanegra , 1 1 R.J. Carroll ; Virginia Tech 2 Transporation Institute, USA, Federal Motor Carrier Safety Administration, USA

[S11.4] The impact of attentional and executive impairments on driving abilities in normal aging and Alzheimer disease 1 2 C. Marin-Lamellet* , S. Lafont , L. 1 3 Paire-Ficout , B. Laurent , C. Thomas3 4 1 Antérion , C. Fabrigoule ; LESCOT2 INRETS, France, UMR T9405, INRETS / Université Lyon 1/ InVs, 3 France, Hôpital Bellevue, France, 4 UMR CNRS 5231, France

11.30am

[O207] Human appearance, road user vulnerability and driver decision-making 1 2 1 I. Walker* , N. Holt ; University of 2 Bath, UK, Bath Spa University, UK

[O206] Why older drivers kill older bicyclists? Lessons on exposure and performance H. Summala*; University of Helsinki, Finland

[O205] An Approach to Examine Bicycle Commuting E. Heinen*, K. Maat, B. van Wee; Delft University of Technology, The Netherlands

South American B

Cognition Federal A

Older Drivers II Federal B

Gender Differences

[O224] Understanding the gender differences in travel: Young persons' perceptions on gender and driving A. Siren; Danish Transport Research Institute, Denmark

[O225] Gender differences in risktaking by young road users J. D. Underwood*; Nottingham Trent University, UK

[O219] Driving incidents, performance, and hazard perception for elderly drivers K. Renge*; Tezukayama University, Japan

[O213] Driving cessation and car crashes in older drivers: The impact of cognitive impairment, dementia and future dementia in a populational study 1,2 2,1 3 S. Lafont* , B. Laumon , C. Helmer , 3 4 J.F. Dartigues , C. Fabrigoule ; 1 2 Université Lyon 1, France, INRETS, 3 France, INSERM U593, France, 4 CNRS UMR 5231, France

[O223] Attributions for errors and violations: How are they related to attitudes and gender? 1 1 E.B. Dogan , A.B. Unal* , T. 2 1 Lajunen ; University of Groningen, 2 The Netherlands, Middle East Technical University, Turkey

[O222] Empowering the girls to save the boys guardian angels in Israel M.H. Cale; CogniTo, Israel

[O218] Older drivers at intersections. Are they a safety hazard? 1 2 2 S. Briest , M.L. Vollrath , D. Reinecke , 2 J. Maciej* 1 Institute of Transportation Systems, 2 Germany, Technische Universität Braunschweig, Germany

[O217] Effect of an advanced driver support system on workload and driving performance of older drivers 1 2 R.J. Davidse* , P.C. van Wolffelaar , 1 2 M.P. Hagenzieker , W.H. Brouwer ; 1 SWOV Institute for Road Safety 2 Research, The Netherlands, University of Groningen, The Netherlands

[O216] Residual effects of hypnotics in elderly drivers submitted to simulated scenarios of accidents 1 1 C. Berthelon* , M. Meskali , C. 1 1 Nachtergaële , et al; INRETS, France, 2 3 UPRES EA 3917, France, LAB, France

[O212] Visual attention disengagement deficit as a predicator of drivers behaviour A. Tarnowski*; Warsaw University, Poland

[O211] Driving and spatial and temporal processing: the link between reading and driving E. Chekaluk*, J. Irwin, L. Jay; Macquarie University, Australia

[O210] Assessment of age-related impairment on reaction time and visual perception performance of taxi drivers in Taiwan 1 2 3 C.P. Fung* , W.H. Sung , T.H. Yeh , 3 1 K.K. Chang ; Oriental Institute of 2 Technology, Taiwan, I-Shou 3 University, Taiwan, Ministry of Transportation and Communications, Taiwan

• EUCHIRES (seat belts & child restraint systems)

• Red Cross (3 campaigns so far - Target group: children & teenagers)

• NESA (“nuit européenne sans accident”): 7 Member States involved in 2004 (BE, EE, ES, FR, LU, NL, PL), 3 more in 2005, etc.

• EuroBOB (designated driver, since 2002): 13 Member States now involved (BE, CZ, DK, EL, ES, FR, IE, IT, MT, NL, PL, PT, UK)

Road safety campaigns are recognised as a relatively economic means of influencing a major fraction of drivers towards a better behaviour


[S11.3] The impact of distraction on change detection in older drivers: a feasibility study 1 1 L. Paire-Ficout* , C. Gabaude , M.P. 1 2 t3 Bruyas , N. Bedoin , S. Lafon , E. 1 Biela , et al 1 2 LESCOT-INRETS, France, UMR 5596, CNRS / Université Lumière Lyon 3 2, France, UMR T9405, INRETS / Université Lyon 1/ InVs, France

[S11.2] Impact of negative emotional state and ruminations on spatial attention in a simulated driving task C. Pêcher*, C. Lemercier, J.M. Cellier; Université de Toulouse, France

[S11.1] Concept identification to better cope with attentional failures when driving C. Gabaude*, A. Fort, A. Chapon; LESCOT-INRETS, France

11.10am

10.50am

Senate [O204] Conflict reduction by road user adaptation – a times series study of conflicts in an intersection between cyclists and drivers T. Bjørnskau*, R Hagman; Institute of Transport Economics, Norway

Bicycles & Rural Issues

Presidential Ballroom [S11] Attentional failures and driving performance Symposium leader: A. Fort, LESCOTINRETS, France

Symposium 11

Refreshment break

10.30am

[K6] What drives the driver? Surface tensions and hidden consensus; R. Fuller, Trinity College Dublin, Ireland

9.00am

Thursday 4 September

10.00am


12.30pm

12.10pm

11.50am

[O215] Driver performance and phone use at the "Maslulim – saving lives on the road " Driver Instruction Center l1 2 R. Samue , T. Rosenbloom , A. 3 1 Peref* ; Maslulim Driver Instruction 2 Center, Israel, Research Institute of Human Factors in Road Safety College 3 of Management , Israel, The Phoenix Road Safety Studies, Bar Ilan University, Israel

[O214] Using a three function weibull distribution to estimate the variation in response times 1 2 P.F. Packman* , J.L. Packman ; 1 Southern Methodist University, USA, 2 University Nvada Reno, USA

[O221] Development of safe driving workbook for older drivers based on interviews and questionnaires 1 2 3 T. Matsuura* , T. Ishida , N. Mori , M. 4 1 Tokoro ; Jissen Women's University, 2 Japan, Waseda University, Japan, 3 Fujikougeisha Company, Japan, 4 Kokushikan University, Japan

[O220] Older drivers visual search behaviour at crossings T. Dukic*; Swedish National Road and Transport Research Institute, Sweden

[O227] Elderly women and men in public transport - A comparative study on mobility and transport mode choice for elderly people in different areas L.E. Levin; VTI, Swedish National Road and Transport Research Institute, Sweden

[O226] A study on influence of gender and age on the gap acceptance behaviour of pedestrians in heterogeneous traffic situations P.R. Bhanu Murthy; Jawaharlal Nehru Technological University, India


[O209] Identifying high accident rate curves on rural roads: The role of expectations G. Weller*, B. Schlag; TU Dresden, Germany

[O208] Understanding driver and occupant dynamics in rural traffic safety K.J. Vachal*, J. MacGowan; North Dakota State University, USA

particular campaigns?

• But what is the effectiveness of the

perception, acceptance, recognition etc.

are evaluated

• Some cases where campaigns run

Closing comments and conference summary

[S11.5] Hypnotics and driving in elderly subjects 1,2 2 M.L. Bocca* , S. Marie , C. 3 2 Berthelon , A. Coquerel , V. Lelong2 4 Boulouard , Moessinger , et al 1 Paris Sud-11 University, France, 2 Caen Basse-Normandie University, 3 4 France, INRETS, France, LAB Renault-Psa, France

Data collection Questionnaire survey technique

Target group Young drivers and passengers (18-30 years old)

Activities Posters, movie presentations

gain their acceptance in a series of measures to aver this phenomenon

Objectives To raise young people awareness of the problem of drunk driving and

University of Thessaly (School of engineering)

Scope Local

helmets

Themes Drinking and driving (also usage of seat belts and motorcycle

Mass media campaign in Greece (1/3)

• To develop an evaluation tool and a design manual for road safety mass media campaigns • To enable the Commission and/or countries to design and implement such campaigns and to evaluate their (isolated) effect on road traffic accidents and other road safety performance indicators

Aims:

Are road safety campaigns effective? The CAST Research Project (2006-2008)

Scope Target groups Objectives Activities

Designs

Both intervention and control groups are randomly selected

-The two group before randomized design -The Solomon four group design -Switching replications randomized design

Both intervention and control groups are randomly selected

After study

Experimental design

Evaluation design

Before study

Campaign environment

Campaign attributes

Designs

Both intervention and control groups are randomly selected (same as in experimental design)

Before study

-Non equivalent control group -The Separate pre-post samples design -Switching replications randomized design

-Intervention group: civil engineer students -Control group: all the other students of the school of engineering

After study

Quasi-experimental


• A priori knowledge • Evaluation budget • Stakeholders

• • • •

Dilatation of the campaign September - October 2008 implementation

After questionnaire survey June 2008

Campaign implementation March - April 2008

Before questionnaire survey March 2008

Pre-test February 2008

Pilot study January - February 2008

Time schedule


- Self reported measures - Observed behaviour - Changes in accident statistics

• The measurement variables

qualitative and quantitative methods through asking, observing and document analysis

• The data collection methods and techniques

experimental, quasi-experimental and non-experimental designs

• The evaluation designs

Evaluation of the campaign

Design of the campaign

7 parameters are defined:

Methodological approach (2/2)

Methodological approach (1/2)

Population

0%

10%

20%

30%

50% 40%

60%

70%

80%

90%

100%

1, Never

11,43%

25%

17,14%

2

5%

3

Ans w ers

4

5

6

21%

7, Always

14,29% 16% 12% 11,43% 11% 10% 5,71% 2,86%

37,14%

Intervention group

Control group

How often did you drink and then drive back home the last 2 months- in urban area? ("Before")

Population

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

1, Never

22,22% 19,40%

2

3

4

8,96% 5,56%

Ans w e rs

0,00%

16,67% 13,43%

8,96%

5

6

7, Always

22,22% 22,22% 17,91% 19,40% 11,11%11,94%

Intervention group

Control group

How ofte n did you drink and the n driv e back home the last 2 months urban are a? ("Afte r")

“Before” & “after” measurements - Drivers

Results (3/4)

- “How often did you drink and then drive back home the last 2 months?” (behavior)

- “How likely is that you will drink and then drive in the next month?” (intention)

(attitude)

- “Do you agree with the upper limit of alcohol?”

- “Do you know the upper permissible limit of alcohol while driving?” (knowledge)

e.g.

Questionnaire

0%

10% 1, Totally disagree

5,71%

21,92% 20,00%17,81% 20%

30%

40%

50%

60%

70%

80%

90%

3

8,22% 5,71%

Ans w e rs

5,71%

13,70%

5

2,74%

20,00% 6,85%

Intervention group

Control group

Population

0%

10%

20%

30%

40%

50%

60%

1,Never

45,71%

70% 67,12%

80%

90%

100%

2

3 Answ e rs

4

14,29% 14,29% 8,57% 6,85% 6,85% 6,85%

6

7, Always

11,43% 5,71% 4,11% 5,48% 2,74% 0,00%

5

Population

0% 1, Totally disagree Ans w e rs

5

Intervention group

Control group

Results (4/4)

3

22,22% 16,42%

7, Totally agree

27,78%

20% 14,93% 17,91% 13,43% 14,93% 11,11%10,45% 11,11% 11,11% 11,11% 11,94% 10% 5,56%

30%

40%

50%

60%

70%

80%

90%

100%

Do you agree w ith the upper limit of alcohol at 0,25 mgr/l ? ("After")

Intervention group

Control group

Population

0%

10%

20%

30%

40%

50%

60%

70%

1, Never

55,56%

80% 79,10%

90%

100%

2

3

Ans w e rs

4

5

6

7, Always

11,11% 11,11% 11,11% 11,11% 7,46% 5,97% 4,48% 2,99% 0,00% 0,00% 0,00% 0,00%

Intervention group

Control group

How ofte n did you drink and the n driv e back home the last 2 months motorways? ("Afte r")

““Before” & “after” measurements - Drivers

7, Totally agree

17,14%

28,77% 25,71%

How ofte n did you drink and the n driv e back home the last 2 months motorways? ("Be fore ")

Population

Do you agre e with the uppe r limit of alcohol at 0,25mgr/l?("Be fore ") 100%

Results (1/4) ““Before” & “after” measurements - Drivers

0%

10%

20%

30%

40%

Population 50%

60%

70%

80%

90%

1, Very unlikely

13,70% 11,43%

2

3

8,57% 5,48%

Answ ers

4

8,22% 5,71%

5

5,71%

7, Very likely

34,25%

Effect=(a-b)-(c-d)

Control

8,57%

6

Intervention

8,57% 4,11%

16,44%

17,81%

51,43% Population

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

1, Very unlikely

2

7,46% 5,56% 7,46%

16,67%

3

Ans w ers

4

11,11% 8,96% 7,46% 5,56%

5

6

27,78% 26,87%

7, Very likely

20,90% 20,90% 16,67% 16,67%

Intervention group

Control group

How like ly is it that you will drink (e v e n one glass of alcohol) and the n driv e in the ne xt month? ("Afte r")

d

b

“Before”

c

a

“After”

Statistical analysis (1/5)

Intervention group

Control group

How likely is it that you will drink (even one glass of alcohol) and then drive in the next month? ("Before") 100%

Results (2/4) ““Before” & “after” measurements - Drivers

b=4.54

d=3.88

Intervention

Control

c=3.97

a=4.83

“After”

b=2.66

d=2.05

Intervention

Control

Effect=(a-b)-(c-d)=(2.44-2.66)-(1.57-2.05)=0.26 p-value > 0.05

“Before”

How often did you drink and then drive back home the last 2 months – in motorway?”

c=1.57

a=2.44

“After”


Effect=(a-b)-(c-d)=(4.83-4.54)-(3.97-3.88)=0.2 p-value < 0.05

“Before”

“Do you agree with the upper limit of alcohol at o,25mg/l?”


d=5

b=5.17

“Before”

c=4.97

a=4.72

“After”

– Sustainability of the impacts – Effectiveness (self-reported) – Assessment of alternative design methods

• Research continuation includes:

• The campaign implementation affected variables like knowledge, attitude, intentions and behavior

Concluding remarks

Effect=(a-b)-(c-d)=(4.72-5.17)-(4.97-5)=-0.42 p-value < 0.05

Control

Intervention

“How likely is that you will drink and then drive in the next month?”


d=4.08

b=4.63

“Before”

c=4.03

a=4.11

“After”

Thank you for your attention!

Effect=(a-b)-(c-d)=(4.11-4.63)-(4.03-4.08)=-0.47 p-value < 0.05

Control

Intervention

“How often did you drink and then drive back home the last 2 months – in urban area?”


ȆǹȃǼȆǿȈȉǾȂǿȅ

ǌĮ ĮǍǈǎǊǎǄǆǇǎǘǌ ĲĮ ǎĳƿǊǆ Ĳǆǐ ;

• ƴǙǐ ǋȺǎǏİǁ ǌĮ ĮȺǎǋǎǌǔǇİǁ ǆ İȺǁįǏĮıǆ Ĳǆǐ İǉıĲǏĮĲİǁĮǐ ǉĮǈ

İǌǆǋƿǏǔıǆǐ ĮȺǎĲİǊǎǘǌ ıǑǌǀǇǔǐ ĲǋǀǋĮ ǋǈĮǐ ıǑǌįǑĮıĲǈǉǀǐ İǉıĲǏĮĲİǁĮǐ.

• Ƴǈ İǉıĲǏĮĲİǁİǐ ǎįǈǉǀǐ ĮıĳƾǊİǈĮǐ ǋƿıǔ Ĳǔǌ ǋƿıǔǌ ǋĮǅǈǉǀǐ

ǎįǈǉǀǐ ĮıĳƾǊİǈĮǐ ; ; ;

• ƣǋǔǐ: ȺǗıǎ ĮȺǎĲİǊİıǋĮĲǈǉƿǐ İǁǌĮǈ ǎǈ İǉıĲǏĮĲİǁİǐ

ǉĮǈ ǄǁǌǎǌĲĮǈ İǑǏƿǔǐ ĮȺǎįİǉĲƿǐ. Ƴǈ ǒǏǀıĲİǐ Ĳǔǌ ǎįǙǌ ĮǌĮǄǌǔǏǁǅǎǑǌ ǗĲǈ ǆ ǒǏǀıǆ ĲǎǑ ĮǊǉǎǗǊ ǉĮĲƾ Ĳǆ įǈƾǏǉİǈĮ Ĳǆǐ ǎįǀǄǆıǆǐ İǁǌĮǈ ƿǌĮ ǋİǄƾǊǎ ȺǏǗǃǊǆǋĮ.

• ĬİĲǈǉƾ ĮȺǎĲİǊƿıǋĮĲĮ: ǎǈ İǉıĲǏĮĲİǁİǐ ıǒİįǈƾǅǎǌĲĮǈ ıǔıĲƾ

ǎįǀǄǆıǆ ǑȺǗ Ĳǆǌ İȺǀǏİǈĮ ĲǎǑ ĮǊǉǎǗǊ ĮǍǈǎǊǎǄǎǘǌĲĮǈ.

• ƶİ ǉƾȺǎǈİǐ ǒǙǏİǐ, ǎǈ İǉıĲǏĮĲİǁİǐ İǌƾǌĲǈĮ ıĲǆǌ

ƧǀǎǂǊ ǂǑǐǕǆǌǆǔǍǂǕǊǋƾǓ ǐǊ ǆǋǔǕǒǂǕǆǀǆǓ ǐǅǊǋƿǓ ǂǔǗƽǌǆǊǂǓ ;

15:45 – 16:30 ȂʌȠȣĳȑȢ

ȋȡȚıĲȚȐȞȞĮ ȈĲĮȣȡȠʌȠȪȜȠȣ, ǲȣĮ ȁȐȖȚȠȣ, ĭȠȚĲȒĲȡȚİȢ ĲµȒµĮĲȠȢ ȆȠȜȚĲȚțȫȞ ȂȘȤĮȞȚțȫȞ ȆĮȞ/µȚȠȣ ĬİııĮȜȓĮȢ

15:20 – 15:45 Ǿ İțıĲȡĮĲİȓĮ ȠįȚțȒȢ ĮıĳȐȜİȚĮȢ Įʌȩ ĲȠ ĲµȒµĮ ȆȠȜȚĲȚțȫȞ ȂȘȤĮȞȚțȫȞ ĲȠȣ ȆĮȞ/µȚȠȣ ĬİııĮȜȓĮȢ

ǼȜȑȞȘ ȉıȚĲıȚȕȐ, ĭȠȚĲȒĲȡȚĮ ĲµȒµĮĲȠȢ ȆȠȜȚĲȚțȫȞ ȂȘȤĮȞȚțȫȞ ȆĮȞ/µȚȠȣ ĬİııĮȜȓĮȢ

15:10 – 15:20 ȈȪıĲȘµĮ ĮȟȚȠȜȩȖȘıȘȢ İțıĲȡĮĲİȓĮȢ ȠįȚțȒȢ ĮıĳȐȜİȚĮȢ

ȃĮĲĮȜȓĮ ǺȜȐȤȠȣ, ĭȠȚĲȒĲȡȚĮ ĲµȒµĮĲȠȢ ȆȠȜȚĲȚțȫȞ ȂȘȤĮȞȚțȫȞ ȆĮȞ/µȚȠȣ ĬİııĮȜȓĮȢ

15:00 – 15:10 ȈȤİįȚĮıµȩȢ İțıĲȡĮĲİȓĮȢ ȠįȚțȒȢ ĮıĳȐȜİȚĮȢ

īȚȐȞȞȘȢ ǹįȐµȠȢ, ǻȚʌȜ. ȆȠȜȚĲȚțȩȢ ȂȘȤĮȞȚțȩȢ, M.Sc., Ȋʌ. ǻȚįȐțĲȦȡ ȆĮȞ/µȚȠȣ ĬİııĮȜȓĮȢ

14:45 – 15:00 To ǼȡİȣȞȘĲȚțȩ ǲȡȖȠ CAST (Campaigns and Awareness-raising Strategies in Traffic Safety)

14:30 – 14:45 ǻȚȐȜİȚµµĮ țĮĳȑ

Ellen Townsend, Policy Director, European Transport Safety Council (ETSC)

13:45 – 14:30 ǹıĳĮȜȒȢ ıȤİįȚĮıµȩȢ ȠįȚțȒȢ ȣʌȠįȠµȒȢ – ȉȠ İȡİȣȞȘĲȚțȩ ȑȡȖȠ R2R: A European campaign for better road safety engineering.

ȋĮȚȡİĲȚıµȩȢ ȆȡȠȑįȡȠȣ ȉµȒµĮĲȠȢ ȆȠȜȚĲȚțȫȞ ȂȘȤĮȞȚțȫȞ ȆĮȞ/µȚȠȣ ĬİııĮȜȓĮȢ ȀĮșȘȖȘĲȒ ĭȓȜȚʌʌȠȣ ȆİȡįȚțȐȡȘ

13:30 – 13:45 ǲȞĮȡȟȘ ȘµİȡȓįĮȢ

ȆȡȠİįȡİȓȠ: ǺĮıȓȜȘȢ ȀĮȞĮțȠȪįȘȢ, ǼȣĲȣȤȓĮ ȃĮșĮȞĮȒȜ

ȉİĲȐȡĲȘ 14 ȂĮǸȠȣ 2008

ȆȡȩȖȡĮµµĮ

14 ȂĮǸȠȣ 2008

ȀĲȓȡȚȠ ȉµȒµĮĲȠȢ ȆȠȜȚĲȚțȫȞ ȂȘȤĮȞȚțȫȞ, ǹȓșȠȣıĮ ǹ, ȆĮȞİʌȚıĲȒµȚȠ ĬİııĮȜȓĮȢ, ȆİįȓȠȞ ǱȡİȦȢ, ǺȩȜȠȢ

ǾµİȡȓįĮ ȖȚĮ ĲȘȞ ȅįȚțȒ ǹıĳȐȜİȚĮ

ȂǾȋǹȃǿȀȍȃ

ĬǼȈȈǹȁǿǹȈ

ȆȅȁȊȉǼȋȃǿȀǾ ȈȋȅȁǾ - ȉȂǾȂǹ ȆȅȁǿȉǿȀȍȃ

• ƶǑǌǎǊǈǉǗ ǉǗıĲǎǐ: 5.3 m€

• 340 ĮǌǇǏǔȺǎǋǀǌİǐ ıİ 36 ǋǀǌİǐ

• 15 ǒǙǏİǐ ıĲǆǌ ǉǎǈǌǎȺǏĮǍǁĮ: BE, CH, CZ, DK, DE, EL, FR, IT, NL, NO, AT, PL, PT, SI, SE

• 19 ƭǌıĲǈĲǎǘĲĮ ıĲǆǌ ǉǎǈǌǎȺǏĮǍǁĮ (İȺǈǉİĳĮǊǀǐ: IBSR/BIVV, BE)

• “CAST”: ƮĮǋȺƾǌǈİǐ ǎįǈǉǀǐ ĮıĳƾǊİǈĮǐ ǉĮǈ ıĲǏĮĲǆǄǈǉƿǐ İǌǆǋƿǏǔıǆǐ – ĮĳǘȺǌǈıǆǐ ĲǎǑ ǉǎǈǌǎǘ

ƧǀǎǂǊ ǂǑǐǕǆǌǆǔǍǂǕǊǋƾǓ ǐǊ ǆǋǔǕǒǂǕǆǀǆǓ ǐǅǊǋƿǓ ǂǔǗƽǌǆǊǂǓ ; Ƶǐ ƧǖǒǚǑǂǛǋǝ ǆǒǆǖǎǈǕǊǋǝ ƾǒǄǐ CAST (2006-2008)

īǈƾǌǌǆǐ Ƨįƾǋǎǐ ƩǈȺǊ. ƴǎǊǈĲǈǉǗǐ ưǆǒĮǌǈǉǗǐ ƴ.Ĭ., M.Sc. ƸȺ. ƩǈįƾǉĲǔǏ ƴĮǌ/ǋǈǎǑ ĬİııĮǊǁĮǐ

6ǐ ƲǒǝǄǒǂǍǍǂ-ƲǌǂǀǔǊǐ ǕǈǓ ƧǖǒǚǑǂǛǋƿǓ ƧǑǊǕǒǐǑƿǓ

Campaigns and Awareness-raising Strategies in Traffic Safety

CAST

• Ƭ įǈİǑǉǗǊǑǌıǆ Ĳǆǐ ƪ.ƪ. ǉĮǈ Ĳǔǌ ǒǔǏǙǌ-ǋƿǊǆ ıĲǎǌ ĲǎǋƿĮ ĲǎǑ ıǒİįǈĮıǋǎǘ ǉĮǈ Ĳǆǐ İĳĮǏǋǎǄǀǐ ĲƿĲǎǈǔǌ İǉıĲǏĮĲİǈǙǌ, ĮǊǊƾ ǉĮǈ Ĳǆǐ ĮǍǈǎǊǗǄǆıǆǐ Ĳǔǌ (ĮȺǎǋǎǌǔǋƿǌǔǌ) İȺǈǏǏǎǙǌ ıĲĮ ǎįǈǉƾ ĮĲǑǒǀǋĮĲĮ ǉĮǈ ıĲǎǑǐ ƾǊǊǎǑǐ įİǁǉĲİǐ ĮȺǎĲİǊİıǋĮĲǈǉǗĲǆĲĮǐ Ĳǆǐ ǎįǈǉǀǐ ĮıĳƾǊİǈĮǐ

• Ƭ ĮǌƾȺĲǑǍǆ İǌǗǐ ĮǍǈǗȺǈıĲǎǑ İǏǄĮǊİǁǎǑ ıǒİįǈĮıǋǎǘ ǉĮǈ ĮǍǈǎǊǗǄǆıǆǐ İǉıĲǏĮĲİǈǙǌ ǎįǈǉǀǐ ĮıĳƾǊİǈĮǐ ǋƿıǔ Ĳǔǌ ǋƿıǔǌ ǋĮǅǈǉǀǐ İǌǆǋƿǏǔıǆǐ (ǉƾǇİ İǉıĲǏĮĲİǁĮ , Ǘǒǈ ǋǗǌǎ ǄǈĮ ȺĮǏƾįİǈǄǋĮ İǉıĲǏĮĲİǁİǐ ǄǈĮ Ĳǆǌ ǎįǀǄǆıǆ ǑȺǗ Ĳǆǌ İȺǀǏİǈĮ ĲǎǑ ĮǊǉǎǗǊ)

ƶĲǗǒǎǈ:

“CAST”

• EUCHIRES (ǅǙǌǆ ĮıĳĮǊİǁĮǐ ǉĮǈ ȺĮǈįǈǉƾ ǉĮǇǁıǋĮĲĮ)

• Red Cross (3 İǉıĲǏĮĲİǁİǐ ǋƿǒǏǈ ĲǙǏĮ. Ƴǋƾįİǐ ıĲǗǒǎǑ: ȺĮǈįǈƾ ǉĮǈ ƿĳǆǃǎǈ)

• NESA (“nuit européenne sans accident”): ǋǈĮ ȺǏǎıȺƾǇİǈĮ ĮĳǘȺǌǈıǆǐ Ĳǔǌ ǌƿǔǌ ǎįǆǄǙǌ ıİ ıǒƿıǆ ǋİ Ĳǆǌ ǎįǀǄǆıǆ ǑȺǗ Ĳǆǌ İȺǀǏİǈĮ ĲǎǑ ĮǊǉǎǗǊ ; 7 ƹǙǏİǐ ǋƿǊǆ İǋȺǊƿǉǎǌĲĮǈ Ĳǎ 2004 (BE, EE, ES, FR, LU, NL, PL), 3 ĮǉǗǋǆ Ĳǎ 2005, ǉ.Ĳ.Ǌ.

• EuroBOB (İȺǈǊİǄǋƿǌǎǈ ǎįǆǄǎǁ, ǋƿǒǏǈ Ĳǎ 2002): 13 ƹǙǏİǐ ǋƿǊǆ İǋȺǊƿǉǎǌĲĮǈ ȺǊƿǎǌ (BE, CZ, DK, EL, ES, FR, IE, IT, MT, NL, PL, PT, UK)

Ƴǈ İǉıĲǏĮĲİǁİǐ ǎįǈǉǀǐ ĮıĳƾǊİǈĮǐ ǇİǔǏǎǘǌĲĮǈ ǔǐ ƿǌĮ ıǒİĲǈǉƾ ǎǈǉǎǌǎǋǈǉǗ ǋƿıǎ ȺǎǑ İȺǈįǏƾ ıĲǆ įǈĮǋǗǏĳǔıǆ ǉĮǊǘĲİǏǆǐ ǎįǆǄǈǉǀǐ ıǑǋȺİǏǈĳǎǏƾǐ.

Ʃ ǖǑǐǔǕƿǒǊǏǈ ǕǈǓ Ƨ.Ƨ. ǔǕǊǓ ǆǋǔǕǒǂǕǆǀǆǓ ǐǅǊǋƿǓ ǂǔǗƽǌǆǊǂǓ

PRP

VTI

(PT)

(BE)

(SE)

(FR)

(BE)

(NO)

(ƹǙǏĮ)

(İǊƾǒǈıĲĮ İǄǒİǈǏǁįǈĮ ǑȺƾǏǒǎǑǌ…)

İǉıĲǏĮĲİǈǙǌ ǎįǈǉǀǐ ĮıĳƾǊİǈĮǐ

• ƪǄǒİǈǏǁįǈǎ ıǒİįǈĮıǋǎǘ, İĳĮǏǋǎǄǀǐ ǉĮǈ ĮǍǈǎǊǗǄǆıǆǐ

• ƧȺǎĲİǊƿıǋĮĲĮ:

• ƮǏǈĲǀǏǈĮ ĮǍǈǎǊǗǄǆıǆǐ • ƧǌƾȺĲǑǍǆ Ĳǔǌ įİįǎǋƿǌǔǌ ǉĮĲĮǄǏĮĳǀǐ Ĳǔǌ İǉıĲǏĮĲİǈǙǌ

ǎǋƾįĮ ıĲǗǒǎǑ

• ƪȺǈǊǎǄǀ Ĳǔǌ ǉĮĲƾǊǊǆǊǔǌ ǋƿıǔǌ İȺǈǉǎǈǌǔǌǁĮǐ ǄǈĮ ǉƾǇİ

ǋǆǌǑǋƾĲǔǌ ıĲǎ ǉǎǈǌǗ

• ƴİǏǈǄǏĮĳǀ Ĳǔǌ ıĲǏĮĲǆǄǈǉǙǌ İǌǆǋƿǏǔıǆǐ ǉĮǈ ǋİĲƾįǎıǆǐ

ǒĮǏĮǉĲǆǏǈıĲǈǉǙǌ ĲǎǑǐ

• ƧǌĮǄǌǙǏǈıǆ ǉĮǈ İȺǈǊǎǄǀ Ĳǔǌ ǎǋƾįǔǌ ıĲǗǒǎǑ ǉĮǈ Ĳǔǌ

• ƧǌĲǈǉİǁǋİǌĮ

“CAST” Ʋ.Ƨ.3 (ǆǄǘǆǊǒǀǅǊǐ)

ƴǏǎǃǎǊǀ ĲǎǑ ƿǏǄǎǑ

ƴĮǌİǑǏǔȺĮǕǉǀ İǉıĲǏĮĲİǁĮ IBSR/BIVV

5.

6.

ƧǍǈǎǊǗǄǆıǆ

4.

IBSR/BIVV

INRETS

ƪǏǄĮǊİǁǎ ĮǍǈǎǊǗǄǆıǆǐ

ƪǄǒİǈǏǁįǈǎ

2.

TØI

ƪȺǈǉİĳĮǊǀǐ ƴ.ƪ.

3.

ưǎǌĲƿǊǎ ǒǏǀıĲǆ ǎįǎǘ

1.

ƧǌĲǈǉİǁǋİǌĮ

ƠǍǈ ȺĮǉƿĲĮ İǏǄĮıǁĮǐ (ƴ.ƪ.)

“CAST” ǐǒǄƽǎǚǔǈ

İǌįǑǌƾǋǔıǆ Ĳǔǌ İǏǄĮǊİǁǔǌ ĮǍǈǎǊǗǄǆıǆǐ ȺǎǑ ȺǏǎƿǉǑǓĮǌ ıĲǎ ƴ.ƪ.2

• ƧǍǈǎǊǗǄǆıǆ Ĳǆǐ İǉıĲǏĮĲİǁĮǐ ǉĮǈ


• ƪȺǈǊǎǄǀ ǋǈĮǐ İǉıĲǏĮĲİǁĮǐ • ƪĳĮǏǋǎǄǀ • ƧǌƾǊǑıǆ Ĳǔǌ įİįǎǋƿǌǔǌ


“CAST” Ʋ.Ƨ. 4 (ǂǏǊǐǌǝǄǈǔǈ)

ȺĮǏĮĲǆǏǆǇǎǘǌ ǉĮǈ ǌĮ ǋİĲǏǆǇǎǘǌ)

• ưǎǌĲƿǊǎ ǒǏǀıĲǆ ǎįǎǘ (Ⱥ.ǒ. ȺĮǏƾǋİĲǏǎǈ ȺǎǑ ȺǏƿȺİǈ ǌĮ

İȺǈıĲǆǋǎǌǈǉƾ ȺİǏǈǎįǈǉƾ)

• ƧȺǎĲİǊƿıǋĮĲĮ Ĳǆǐ “meta analysis” (ǉĮǈ įǆǋǎıǈİǘıİǈǐ ıİ


• ƶǑǋȺİǏǈĳǎǏƾ ǒǏǀıĲǆ ǎįǎǘ ǉĮǈ ǋǎǌĲƿǊĮ ıǑǋȺİǏǈĳǎǏƾǐ • ƶĲǎǈǒİǁĮ-ǉǊİǈįǈƾ ǄǈĮ Ĳǆǌ ĮǍǈǎǊǗǄǆıǆ

ĮĲǑǒǀǋĮĲĮ, ıĲǏĮĲǆǄǈǉƿǐ İǉıĲǏĮĲİǈǙǌ ǉĮǈ ǃƿǊĲǈıĲİǐ ȺǏĮǉĲǈǉƿǐ

• ƪȺǈȺĲǙıİǈǐ Ĳǔǌ İǉıĲǏĮĲİǈǙǌ ıĲǆ ıǑǋȺİǏǈĳǎǏƾ ǉĮǈ ĲĮ

Ĳǔǌ ĮĲǗǋǔǌ ǉĮǈ Ĳǆǌ ĮȺǎĲİǊİıǋĮĲǈǉǗĲǆĲĮ Ĳǔǌ İǉıĲǏĮĲİǈǙǌ

• ƧǌĮıǉǗȺǆıǆ ıĲǈǐ ǇİǔǏǁİǐ ȺǎǑ ĮĳǎǏǎǘǌ ıĲǆ ıǑǋȺİǏǈĳǎǏƾ

• ƧǌĲǈǉİǁǋİǌĮ:

“CAST” Ʋ.Ƨ.1 (ǍǐǎǕƾǌǐ ǘǒƿǔǕǈ ǐǅǐǞ)

• ƴĮǌİǑǏǔȺĮǕǉǀ İǉıĲǏĮĲİǁĮ ǎįǈǉǀǐ ĮıĳƾǊİǈĮǐ


• ƪĳĮǏǋǎǄǀ

Ĳǆǌ İǉıĲǏĮĲİǁĮ (ǇƿǋĮ, ĮǌĲǈǉİǁǋİǌǎ, ıĲǏĮĲǆǄǈǉǀ, ǎǋƾįĮ ıĲǗǒǎǑ, ȺİǏǁǎįǎǐ İĳĮǏǋǎǄǀǐ, ıǒİįǈĮıǋǗǐ media)

• ƪȺİǍİǏǄĮıǁĮ Ĳǔǌ ȺĮǏĮǋƿĲǏǔǌ ȺǎǑ ǒĮǏĮǉĲǆǏǁǅǎǑǌ

ĮǌĮȺĲǘǒǇǆǉİ ıĲǎ ƴ.ƪ. 3

• ƹǏǀıǆ ǉĮǈ ƿǊİǄǒǎǐ ĲǎǑ İǄǒİǈǏǈįǁǎǑ ȺǎǑ


“CAST” Ʋ.Ƨ. 5 (ƲǂǎǆǖǒǚǑǂǛǋƿ ǆǋǔǕǒǂǕǆǀǂ)

• ƶǘǄǉǏǈıǆ Ĳǔǌ ǋİǇǗįǔǌ ƿǏİǑǌĮǐ • ƷǑȺǎǊǎǄǁĮ Ĳǔǌ ǋİǇǗįǔǌ ĮǍǈǎǊǗǄǆıǆǐ • ƪǏǄĮǊİǁǎ ĮǍǈǎǊǗǄǆıǆǐ • ƶǘıĲǆǋĮ İǊƿǄǒǎǑ ǉĮĲĮǄǏĮĳǀǐ Ĳǔǌ İȺǈȺĲǙıİǔǌ


İǉıĲǏĮĲİǁĮǐ

• ƧǌƾȺĲǑǍǆ İǌǗǐ İǏǄĮǊİǁǎǑ ǉĮĲĮǄǏĮĳǀǐ Ĳǔǌ İȺǈȺĲǙıİǔǌ ǋǈĮǐ

• ƮĮĲĮǄǏĮĳǀ Ĳǔǌ ǋİǇǗįǔǌ ĮǍǈǎǊǗǄǆıǆǐ, • ƧǌĮıǉǗȺǆıǆ ǉĮǈ ıǘǄǉǏǈıǆ Ĳǔǌ ǋİǇǗįǔǌ ıǒİįǈĮıǋǎǘ, • ƧǌƾȺĲǑǍǆ ĲǎǑ ǉĮĲƾǊǊǆǊǎǑ İǄǒİǈǏǈįǁǎǑ ĮǍǈǎǊǗǄǆıǆǐ

İǉıĲǏĮĲİǁĮǐ

• ƧǌƾȺĲǑǍǆ İǌǗǐ İǏǄĮǊİǁǎǑ ǄǈĮ Ĳǆǌ ĮǍǈǎǊǗǄǆıǆ ǋǈĮǐ


“CAST” Ʋ.Ƨ.2 (ǆǒǄǂǌǆǀǐ ǂǏǊǐǌǝǄǈǔǈǓ)

ƧǒǚǕƿǔǆǊǓ

• 2 ƬǋİǏǁįİǐ (SE, PL) • ƶǑǌƿǌĲİǑǍǆ ĲǘȺǎǑ (ƨǏǑǍƿǊǊİǐ) • 3 İǌǆǋİǏǔĲǈǉƾ ǆǊİǉĲǏǎǌǈǉƾ ǄǏƾǋǋĮĲĮ • ƶİǊǁįĮ ıĲǎ įǈĮįǁǉĲǑǎ • Ʃǆǋǎıǈİǘıİǈǐ ıİ İȺǈıĲǆǋǎǌǈǉƾ ȺİǏǈǎįǈǉƾ


Ĳǔǌ ȺĮǉƿĲǔǌ İǏǄĮıǁĮǐ – ǉǑǏǁǔǐ ĲǎǑ İǄǒİǈǏǈįǁǎǑ (ƴ.ƪ. 3) ǉĮǈ ĲǎǑ İǏǄĮǊİǁǎǑ ĮǍǈǎǊǗǄǆıǆǐ (ƴ.ƪ. 2)

• ƴǏǎǃǎǊǀ ǉĮǈ ȺĮǏǎǑıǁĮıǆ Ĳǔǌ İǑǏǆǋƾĲǔǌ ǗǊǔǌ


“CAST” Ʋ.Ƨ. 6 (Ǒǒǐǃǐǌƿ) ƿǏİǑǌĮ) ǉĮǈ İǋȺİǈǏǁĮ, • İȺİǍİǏǄĮıĲİǁ ǉĮǈ ǇĮ ȺİǏǈǄǏƾǓİǈ ƿǌĮ İǄǒİǈǏǁįǈǎ ǒǏǀıĲǆ ǎįǎǘ Ⱥ.ǒ. ȺĮǏƾǋİĲǏǎǈ ȺǎǑ ȺǏƿȺİǈ ǌĮ ȺĮǏĮĲǆǏǆǇǎǘǌ ǉĮǈ ǌĮ ǋİĲǏǆǇǎǘǌ, • ȺĮǏƾǄİǈ ƿǌĮ ĮǍǈǗȺǈıĲǎ İǏǄĮǊİǁǎ ĮǍǈǎǊǗǄǆıǆǐ İǉıĲǏĮĲİǈǙǌ ǎįǈǉǀǐ ĮıĳƾǊİǈĮǐ, • ȺĮǏƾǄİǈ ƿǌĮ İǄǒİǈǏǁįǈǎ ıǒİįǈĮıǋǎǘ, İĳĮǏǋǎǄǀǐ ǉĮǈ ĮǍǈǎǊǗǄǆıǆǐ İǉıĲǏĮĲİǈǙǌ ǎįǈǉǀǐ ĮıĳƾǊİǈĮǐ, ǉĮǈ ĲİǊǈǉƾ, • ĬĮ ıǑǋǃƾǊǊİǈ ıĲǆǌ ĮǘǍǆıǆ Ĳǆǐ ĮȺǎĲİǊİıǋĮĲǈǉǗĲǆĲĮǐ Ĳǔǌ İǉıĲǏĮĲİǈǙǌ ǎįǈǉǀǐ ĮıĳƾǊİǈĮǐ

• ĮǌĮȺĲǘǍİǈ Ĳǆǌ ǑȺƾǏǒǎǑıĮ ǄǌǙıǆ (ǋİǇǎįǎǊǎǄǈǉǀ

Ʈǆ ǌǀǄǂ ǌǝǄǊǂ: Ƶǐ “CAST” ǉǂ…

1

ǻȡ. ȈȣȖțȠȚȞȦȞȚȠȜȩȖȠȢ ȂȘȤĮȞȚțȩȢ

ȉȑĲȘ ȃĮșĮȞĮȒȜ

ǼȀȈȉȇǹȉǼǿǼȈ ȅǻǿȀǾȈ ǹȈĭǹȁǼǿǹȈ

ȀȣțȜȠĳȠȡȚĮțȒ ĮȖȦȖȒ – ȠįȚțȒ ĮıĳȐȜİȚĮ – ʌȡȩȜȘȥȘ ĲȡȠȤĮȓȦȞ ĮĲȣȤȘȝȐĲȦȞ ǹıĲȣȞȠȝȚțȒ ǻȚİȪșȣȞıȘ ǻȡȐȝĮȢ – ȉȝȒȝĮ ȉȡȠȤĮȓĮȢ ǻȡȐȝĮȢ, ǻȡȐȝĮȢ, 20/11/2007

ȆǹȃǼȆǿȈȉǾȂǿȅ ĬǼȈȈǹȁǿǹȈ

ƪƸƹƧƵƭƶƷƻ īƭƧ ƷƬƱ ƴƵƳƶƳƹƬ ƶƧƶ!

“CAST”

5

ǼțʌĮȓįİȣıȘ

ǻȚĮʌȡȠıȦʌȚțȒ İʌĮĳȒ

MME

ȉȚ İȓȞĮȚ ...

ǼȞįȣȞȐȝȦıȘ Ȓ ĮȜȜĮȖȒ ĮʌȩȥİȦȞ ıİ ıȤȑıȘ ȝİ ĲȘȞ ĮıĳȐȜİȚĮ ĲȘȞ ĮĲȠȝȚțȒ țĮȚ ĲȦȞ ȐȜȜȦȞ

ȆȡȠȫșȘıȘ ȖȞȫıȘȢ țĮȚ țĮĲĮȞȩȘıȘȢ țĮȞȩȞȦȞ ȠįȚțȒȢ țȣțȜȠĳȠȡȓĮȢ

Ȉȉȅȋȅǿ

[Weber et al., 2005]

ǺİȜĲȓȦıȘ įİȟȚȠĲȒĲȦȞ ıĲȘȞ ȠįȚțȒ țȣțȜȠĳȠȡȓĮ țĮȚ ȝİȓȦıȘ ĲȦȞ ĮĲȣȤȘȝȐĲȦȞ

ǼĬȃǿȀǾ

ȅǻǾīǾȈǾ ȊȆȅ ȉǾȃ ǼȆǾȇǼǿǹ ȉȅȊ ǹȁȀȅȅȁ «ǹȁȀȅȅȁ, ȅȋǿ ǹȆȅȌǼ ȅǻǾīȍ»

ȅȁȅȀȁǾȇȍȂǼȃǾ ȆȇȅȈǼīīǿȈǾ ȂǼ ǼĭǹȇȂȅīǼȈ ȈȉǾȃ ǼȀȆǹǿǻǼȊȈǾ, ȈȋȅȁǼȈ ȅǻǾīǾȈǾȈ

2002-2006

ȈȉǹȉǿȈȉǿȀǼȈ ǹȉȊȋǾȂǹȉȍȃ (ȈȊīȀȇǿȈǾ ȉȍȃ ǹȉȊȋǾȂǹȉȍȃ Ȇȇǿȃ Ȁǹǿ ȂǼȉǹ)

ǼȂǺǼȁǼǿǹ

ĬǼȂǹ & SLOGAN

ǹȃȉǿȀǼǿȂǼȃǹ

ȋȇȅȃǿȀǾ ȆǼȇǿȅǻȅȈ

ȂǼĬȅǻȅȈ ǹȄǿȅȁȅīǾȈǾȈ


“BOB-CAMPAIGN”

ǼțıĲȡĮĲİȓĮ

ǹȃǹȈȀȅȆǾȈǾ ǼȀȈȉȇǹȉǼǿȍȃ ȅ.ǹ. ȈȉǾȃ Ǽȁȁǹǻǹ



2

ȉ ȇ ȅ Ȇ ȅ ǿ


6


“BOB-CAMPAIGN”

ʌĮȡĮțȠȜȠȪșȘıȘ

ȊȜȠʌȠȓȘıȘ ǹȟȚȠȜȩȖȘıȘ

ʌȡȠțĮĲĮȡțĲȚțȒ ĮȞȐȜȣıȘ

ȑȜİȖȤȠȢ ȚįȑĮȢ

ǼʌȚțȠȚȞȦȞȚĮțȒ ʌȠȜȚĲȚțȒ

ȝȑıĮ İʌȚțȠȚȞȦȞȓĮȢ

įȚİȡİȪȞȘıȘ

ȈĲȩȤȠȢ

ǻȅȂǾ ȊȁȅȆȅǿǾȈǾȈ ȉǾȈ ǼȀȈȉȇǹȉǼǿǹȈ



3


7


“BOB-CAMPAIGN”

; ȐȜȜĮȟĮȞ ȠȚ ĲȐıİȚȢ țĮȚ Ș ıȣȝʌİȡȚĳȠȡȐ



4

ǹʌȠĲİȜİıȝĮĲȚțȩĲȘĲĮ: ĮȣȟȒșȘțİ Ș ȖȞȫıȘ,

•«ĮȞȐȝȞȘıȘ» İțıĲȡĮĲİȓĮȢ •«ĮȞĮȖȞȫȡȚıȘ» •ȝİĲĮįȠĲȚțȩĲȘĲĮ ȝȘȞȪȝĮĲȠȢ •ĮȡİıĲȩĲȘĲĮ •İțĲȓȝȘıȘ

ǼʌȚțȠȚȞȦȞȓĮ:

ǼʌȚʌĲȫıİȚȢ : ȖȞȫıȘ ĲȐıİȚȢ ıȣȝʌİȡȚĳȠȡȐ ȣʌȩȕĮșȡȠ

ȂİĲȡȒıİȚȢ (ȝİĲȐ – 4 ȕįȠȝȐįİȢ)

ȂİĲȡȒıİȚȢ (țĮĲȐ – 4-6 ȕįȠȝȐįİȢ)

ȂİĲȡȒıİȚȢ (ʌȡȚȞ – 4 ȕįȠȝȐįİȢ)

ǻȚȐȡțİȚĮ İțıĲȡĮĲİȓĮȢ

ȈȋǼǻǿǹȈȂȅȈ-ǹȃǹȁȊȈǾ

ǹȄǿȅȁȅīǾȈǾ ǼȀȈȉȇǹȉǼǿȍȃ ȅ.ǹ.

ǼʌȚʌĲȫıİȚȢ : ȖȞȫıȘ ĲȐıİȚȢ ıȣȝʌİȡȚĳȠȡȐ ȣʌȩȕĮșȡȠ


11

«ǼȀȈȉȇǹȉǼǿǹ īǿǹ ȉǿȈ ǽȍȃǼȈ ǹȈĭǹȁǼǿǹȈ Ȁǹǿ ȉǹ ȀȇǹȃǾ» (ȝİ ĲȘ ıȣȝȝİĲȠȤȒ ĲȠȣ ī. ȉıĮȜȓțȘ)

ǼĬȃǿȀǾ

ȋȇǾȈǾ ȉȍȃ ǽȍȃȍȃ ǹȈĭǹȁǼǿǹȈ Ȁǹǿ ȉȍȃ Ȁȇǹȃȍȃ «Ȇǹȃȉǹ ȂǼ ȉǿȈ ǽȍȃǼȈ ǹȈĭǹȁǼǿǹȈ Ȁǹǿ ȉǹ ȀȇǹȃǾȈ ȈǹȈ»

Ǿ ǹȊȄǾȈǾ ȋȇǾȈǾȈ ȉȍȃ ǽȍȃȍȃ ǹȈĭǹȁǼǿǹȈ Ȁǹǿ ȉȍȃ Ȁȇǹȃȍȃ

2006-2007

ǻǼȃ ǼīǿȃǼ ǹȄǿȅȁȅīǾȈǾ


ǼȂǺǼȁǼǿǹ

ĬǼȂǹ & SLOGAN





ȉȅȆǿȀǾ-ǹĬǾȃǹ

ȋȇǾȈǾ ȉȅȊ ȀȇǹȃȅȊȈ «ȋȇǾȈǿȂȅȆȅǿǾȈȉǼ ȉȅ ȀȇǹȃȅȈ ȈǹȈ, ȈȍǽǼǿ ȉǿȈ ǽȍǼȈ ȈǹȈ»

ǼȃǾȂǼȇȍȈǾ īǿǹ ȉǾȃ ȋȇǾȈǾ ȉȅȊ ȀȇǹȃȅȊȈ ȈȊȂȂǼȉȅȋǾ ȉǾȈ ǹȈȉȊȃȅȂǿȀǾȈ ǻǿǼȊĬȊȃȈǾȈ ȉȇȅȋǹǿȍȃ

1998

ȈȊȃǼȃȉǼȊȄǼǿȈ ȈǼ ȂȅȉȅȈǿȀȁǼȉǿȈȉǼȈ

ǼȂǺǼȁǼǿǹ

ĬǼȂǹ & SLOGAN





«ȋȇǾȈǾ ȀȇǹȃȅȊȈ» (ȀǼȆȆǹ)





8


12

ȆȇȅȈȅȋǾ ȈǼ ǻǿǹȈȉǹȊȇȍȈǼǿȈ ȉȇǼȃȍȃ-ȅǻȍȃ «ǹȁȉ, ȈȉȅȆ» Ǿ ȀǹȂȆǹȃǿǹ ǼȆǹȃǹȁǹȂǺǹȃǼȉǹǿ ǹȆȅ ȉȅȊȈ ǼȁȁǾȃǿȀȅȊȈ ȈǿǻǾȇȅǻȇȅȂȅȊȈ ȀǹĬǼ ĭȅȇǹ ȆȅȊ ǹȊȄǹȃǼȉǹǿ ȅ ǹȇǿĬȂȅȈ ȉȍȃ ǹȉȊȋǾȂǹȉȍȃ ȈǼ ǻǿǹȈȉǹȊȇȍȈǼǿȈ ȉȇǼȃȍȃ-ȅǻȍȃ

2003, 2006





ǼĬȃǿȀǾ

«ǹȈĭǹȁǼǿǹ ȈǼ ǻǿǹȈȉǹȊȇȍȈǼǿȈ ȉȇǼȃȍȃ-ȅǻȍȃ» (ȅȈǼ)

ĬǼȂǹ & SLOGAN

ǼȂǺǼȁǼǿǹ



ȅȁȅȀȁǾȇȍȂǼȃǾ ȆȇȅȈǼīīǿȈǾ ȂǼ ȉǾȃ ȈȊȂȂǼȉȅȋǾ ȉǾȈ ǹȈȉȊȃȅȂǿǹȈ Ȁǹǿ ǼȀȆǹǿǻǼȊȈǾ

1997-1998

ǹȃǹȁȊȈǾ ȈȊȂȆǼȇǿĭȅȇǹȈ 2250 ȅǻǾīȍȃ Ȁǹǿ ǼȆǿǺǹȉȍȃ





«Ǿ ǽȍȃǾ ǹȈĭǹȁǼǿǹȈ ȂǹȈ ǻǼȃǼǿ ȂǼ ȉǾȃ ǽȍǾ»

ǼĬȃǿȀǾ-ȉȅȆǿȀǾ

«ȋȇǾȈǾ ȉǾȈ ǽȍȃǾȈ ǹȈĭǹȁǼǿǹȈ» (ȀǼȆȆǹ)

ĬǼȂǹ & SLOGAN

ǼȂǺǼȁǼǿǹ





9


13

ǹȈĭǹȁǾȈ ȅǻǾīǾȈǾ ǻǼȃ ȋȇǾȈǿȂȅȆȅǿǾĬǾȀǹȃ SLOGAN ǼȆǿȉǼȊȄǾ ȀǹȁȊȉǼȇǾȈ ȅǻǾīǿȀǾȈ ȈȊȂȆǼȇǿĭȅȇǹȈ ȉȅ Ȁȅǿȃȅ ȆȇȅȈǼīīǿȈȉǾȀǼ ȂǼȈȍ ȀǹȉǼȈȉȇǹȂȂǼȃȍȃ ǹȊȉȅȀǿȃǾȉȍȃ ȉǹ ȅȆȅǿǹ Ǽǿȋǹȃ ȉȅȆȅĬǼȉǾĬǼǿ ȈǼ ǻǿǹĭȅȇǹ ȈǾȂǼǿǹ

ĬǼȂǹ & SLOGAN




2002

ȉȅȆǿȀǾ

ǼȂǺǼȁǼǿǹ


“ȀǹȉǼȈȉȇǹȂȂǼȃǹ ǹȊȉȅȀǿȃǾȉǹ”



ȋȇǾȈǾ ȉȅȊ ǼȄȅȆȁǿȈȂȅȊ ȆȇȅȈȉǹȈǿǹȈ ȉȍȃ Ȇǹǿǻǿȍȃ ȂǼȈǹ Ȉȉǹ ȅȋǾȂǹȉǹ «ȆȇȅȈȉǹȉǼȌȉǼ ȉǹ Ȇǹǿǻǿǹ»

ĬǼȂǹ & SLOGAN

ȈȣıȤİĲȓıİȚȢ ʌȚȞȐțȦȞ țĮȚ ʌȠȜȜĮʌȜȒ ȖȡĮȝȝȚțȒ ʌĮȜȚȞįȡȩȝȚıȘ

1996




ǼȃǾȂǼȇȍȈǾ ȈǼ ȂǹǿǼȊȉǾȇǿǹ īǿǹ ȉǾȃ ȋȇǾȈǾ ȆǹǿǻǿȀȍȃ ȀǹĬǿȈȂǹȉȍȃ ȂǼȈǹ Ȉȉǹ ȅȋǾȂǹȉǹ

ȉȅȆǿȀǾ

ǼȂǺǼȁǼǿǹ


«ȆǹǿǻǿȀȅȈ ǼȄȅȆȁǿȈȂȅȈ ȂǼȈǹ Ȉȉǹ ȅȋǾȂǹȉǹ» (ȀǼȆȆǹ)





10


17

ǼȀȈȉȇǹȉǼǿǹ «ǺȅǺ» (ǺȑȜȖȚȠ)


ǼȀȈȉȇǹȉǼǿǹ īǿǹ ȀǹȇǼȀȁǹȀǿ ǹȊȉȅȀǿȃǾȉȅȊ (EUCHIRES) (ǹȣıĲȡȓĮ)



14


18

POST

PRE

POST

PRE

POST

winter '03/'04

summer 2004

winter '04/'05

summer 2005

POST


summer 2003

PRE

POST winter '05/'06

PRE

PRE

POST summer 2006

19

POST summer 2003

PRE

POST winter '03/'04

PRE

POST summer 2004

PRE

POST winter '04/'05

PRE

POST summer 2005

PRE

POST winter '05/'06

PRE

POST summer 2006

PRE

Target (85%)

18+

ĬǼȉǿȀǾ ǹȆȅǻȅȋǾ ȉǾȈ “BOB” ȂǼĬȅǻȅȊ


0% PRE

10%

POST

0% PRE

20%

30%

40%

50%

60%

70%

80%

90%

100%

10%

įȚĮĳȠȡȠʌȠȓȘıȘ ıĲȠȞ ĲȡȩʌȠ ʌȡȠıȑȖȖȚıȘȢ ĲȦȞ ĮʌȠįİțĲȫȞ

ǼȀȈȉȇǹȉǼǿǹ īǿǹ ȉǹ ĭȍȉǹ ȆȅǻǾȁǹȉȅȊ (ȅȜȜĮȞįȓĮ)



16


20%

30%

40%

50%

60%

70%

80%

90%

100%

ǹȆȅǻǼȀȉǼȈ ȉȅȊ “BOB” -ȂǾȃȊȂǹȉȅȈ (ǹȆǹȃȉǾȈǼǿȈ ǼȇȍȉǾȂǹȉȅȁȅīǿȍȃ)

18+ Target (75%)

ǼȀȈȉȇǹȉǼǿǹ īǿǹ ȉǾȃ ǽȍȃǾ ǹȈĭǹȁǼǿǹȈ (ȅȜȜĮȞįȓĮ)



15


23

PRE 2004

POST 2004

PRE 2005

POST 2005

PRE 2006

POST 2006

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

1999

78%

2000

82%

2001

79%

2002

83%


0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2003

ǻǿǼǿȈǻȊȈǾ ǼȀȈȉȇǹȉǼǿǹȈ (ȅȜȜĮȞįȓĮ)

92%

2004

90%

2005

87%

PRE 2003 POST 2003 PRE 2004 POST 2004 PRE 2005 POST 2005 PRE 2006 POST 2006

ȆȓıȦ șȑıİȚȢ


POST 2003

ȂʌȡȠıĲȚȞȑȢ șȑıİȚȢ

ȆȅȈȅȈȉȅ ȋȇǾȈȉȍȃ ȆȅȊ ȋȇǾȈǿȂȅȆȅǿȅȊȃ ǽȍȃǼȈ ǹȈĭǹȁǼǿǹȈ

PRE 2003


20

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


18+ 13-17

PRE 2004

POST 2004

PRE 2005

POST 2005

PRE 2006

POST 2006

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

0%

20%

40%

60%

80%

100%

1999

38%

2000

46%

2001

42%

2002

47%

ĬȊȂǿȈǾ ȂǾȃȊȂǹȉȅȈ (ȅȜȜĮȞįȓĮ)

2003

51%

2004

55%

2005

55%

PRE 2003 POST 2003 PRE 2004 POST 2004 PRE 2005 POST 2005 PRE 2006 POST 2006

ȆȓıȦ șȑıİȚȢ



24

POST 2003

ȂʌȡȠıĲȚȞȑȢ șȑıİȚȢ

ǹȃȉǿȁǾȌǾ ȋȇǾȈǿȂȅȉǾȉǹȈ ȋȇǾȈǾȈ ǽȍȃǾȈ ǹȈĭǹȁǼǿǹȈ


PRE 2003

21

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


18+ 13-17

25

N = 18

200 0

€ 47 6.7 35

N = 25

2 00 1

€ 5 78 .41 8

N = 29

2 002

€ 6 76 .753

aa nvu llen d

N = 21

20 03

€ 475 .29 0

1999-2002

6,8

2004

7,0


0

1

2

3

4

5

6

7

8

9

10

ǼȀȉǿȂǾȈǾ ǼȀȈȉȇǹȉǼǿǹȈ (ȅȜȜĮȞįȓĮ)



22

0

100.0 00

200.0 00

300.0 00

400.0 00

500.0 00

600.0 00

700.0 00

800.0 00

900.0 00 P B 51 tv/rad io

N = 27

20 04

7,0

2005

€ 4 31.109

ȂǼȈǾ ǻǹȆǹȃǾ ǹȃǹ ǼȀȈȉȇǹȉǼǿǹ (ȅȜȜĮȞįȓĮ)

1 .000.0 00


N = 31

2 00 5

€ 6 10 .08 6

29

• ȉǹ ȈȉǹȉǿȈȉǿȀǹ ȂǼīǼĬǾ ǹȆǹǿȉȅȊȃ ȆȅȁȊ ȋȇȅȃȅ īǿǹ ȉǾ ȈȊȁȁȅīǾ ȉȅȊȈ

• ȅǿ ǹȁȁǹīǼȈ ȈȊȂȆǼȇǿĭȅȇǹȈ ǻǼȃ ǹȆȅȉǼȁȅȊȃ ȉȅȃ ǺǹȈǿȀȅ ȈȀȅȆȅ ȉǾȈ ǼȆǿȀȅǿȃȍȃǿǹȈ

• ȅǿ ǹȁȁǹīǼȈ ȉǹȈǼȍȃ Ǽǿȃǹǿ Ȇǿȅ ǻȊȈȀȅȁǼȈ ȈǼ ǺȇǹȋȊȆȇȅĬǼȈȂǹ ȂǼȉȇǹ

• ȀǹȁȊȉǼȇǹ ǹȆȅȉǼȁǼȈȂǹȉǹ ȈȉǾ ȂǼȉǹǻȅȈǾ ȆȁǾȇȅĭȅȇǾȈǾȈ: 10% ǹȊȄǾȈǾȈ īȃȍȈǾȈ

• ȃǹǿ, ǹȁȁǹ ȅȋǿ ȆȇȅȈ ȅȁǼȈ ȉǿȈ ǹȆȅȌǼǿȈ

Ǽǿȃǹǿ ȅǿ ǼȀȈȉȇǹȉǼǿǼȈ ǹȆȅȉǼȁǼȈȂǹȉǿȀǼȈ;


ƪƮƶƷƵƧƷƪƭƪƶ ƳƩƭƮƬƶ ƧƶĭƧƯƪƭƧƶ ƮƧƭ ƶƷƵƧƷƬīƭƮƪƶ ƪƱƬưƪƵƻƶƬƶ – ƧĭƸƴƱƭƶƬƶ ƷƳƸ ƮƳƭƱƳƸ

ȉȅ ǼȇǼȊȃǾȉǿȀȅ Ǽȇīȅ CAST



26


ǹȁȁǹ ȂǹĬǾȂǹȉǹ ȆȅȊ ǹȆȅȀȅȂǿȈȉǾȀǹȃ

30


3 WORKSHOPS

5 ǼȀȈȉȇǹȉǼǿǼȈ ȅǻǿȀǾȈ ǹȈĭǹȁǼǿǹȈ

ȈȊȃȅȁǿȀȅ ȀȅȈȉȅȈ: 5,3m €

340 ǹȃĬȇȍȆȅȂǾȃǼȈ ȈǼ 36 ȂǾȃǼȈ

ȈȊȂȂǼȉǼȋȅȊȃ: 19 ǿȃȈȉǿȉȅȊȉǹ 15 ȋȍȇǼȈ

ȉȅ ǼȇǼȊȃǾȉǿȀȅ Ǽȇīȅ CAST



27

• Ǿ ȊȆǼȇȆȁǾȇȅĭȅȇǾȈǾ ǻǼȃ ǹĭǾȃǼǿ ȉȅ ȂǾȃȊȂǹ ȃǹ «ȆǼȇǹȈǼǿ»

• Ǿ ǹȇǼȈȉȅȉǾȉǹ ǼȆǿȉȊīȋǹȃǼȉǹǿ ȂǼȈǹ ǹȆȅ ȉǾȃ ȀǹĬǹȇȅȉǾȉǹ ȉȅȊ ȂǾȃȊȂǹȉȅȈ, ȉǾȃ ǼȆǹȇȀǼǿǹ ȉǾȈ ȆȁǾȇȅĭȅȇǾȈǾȈ Ȁǹǿ ȉǾȃ ǹȂǼȈȅȉǾȉǹ (ȅȋǿ ǹȆǹȇǹǿȉǾȉǹ ǹȆȅ ȉǾ ǻǿǹȈȀǼǻǹȈȉǿȀȅȉǾȉǹ ȉǾȈ)

• Ǿ ĬȊȂǿȈǾ ǼȄǹȇȉǹȉǹǿ ǹȆȅ: - ȉǾȃ ǹȇǼȈȉȅȉǾȉǹ ȉȅȊ ȂǾȃȊȂǹȉȅȈ - ȉȅȃ ȆȇȅȊȆȅȁȅīǿȈȂȅ ȉȍȃ ȂǼȈȍȃ ȂǼȉǹǻȅȈǾȈ - ȉǾȃ ǹȃȉǿȁǾȌǾ ȈȋǼȉǿȀȅȉǾȉǹȈ ȂǼ ȉȅȊȈ ǹȆȅǻǼȀȉǼȈ

• Ǿ ĬȊȂǿȈǾ ȉǾȈ ǼȀȈȉȇǹȉǼǿǹȈ Ȁǹǿ Ǿ ȂǼȉǹĭȅȇǹ ȆȁǾȇȅĭȅȇǾȈǾȈ Ǽǿȃǹǿ ȈǾȂǹȃȉǿȀǹ ȈȉȅǿȋǼǿǹ īǿǹ ȉǾȃ īȃȍȈǾ


31

• ȅ ȆǼǿȇǹȂǹȉǿȀȅȈ ȈȋǼǻǿǹȈȂȅȈ Ǽǿȃǹǿ ǿǻǹȃǿȀȅȈ ǹȆȅ ĬǼȍȇǾȉǿȀǾȈ ǹȆȅȌǾȈ ǹȁȁǹ ǻȊȈȀȅȁǹ ȊȁȅȆȅǿǾȈǿȂȅȈ

• Ǿ ȈȊȈȉǾȂǹȉǿȀǾ ǹȃǹȁȊȈǾ Ȁǹǿ Ǿ ǼȀȉǿȂǾȈǾ ǻǼǿȀȉȍȃ ǹȄǿȅȁȅīǾȈǾȈ Ǽǿȃǹǿ ȈǾȂǹȃȉǿȀǼȈ īǿǹ ȉǾȃ ǹȆȅȉǼȁǼȈȂǹȉǿȀȅȉǾȉǹ ȉȍȃ ǼȀȈȉȇǹȉǼǿȍȃ

• Ǿ ǹȃǹȁȊȈǾ ȉȍȃ ǼȀȈȉȇǹȉǼǿȍȃ ȈȊȃǼǿȈĭǼȇǼǿ ȈȉǾ ǺǼȁȉǿȍȈǾ ȉǾȈ ȆȇǹȀȉǿȀǾȈ ȊȁȅȆȅǿǾȈǾȈ ȉȅȊȈ

ǹȆȅȌǼǿȈ…


Ǿ ȀǹȉǹīȇǹĭǾ ȉȍȃ ǼȆǿȆȉȍȈǼȍȃ ȉǾȈ ǼȀȈȉȇǹȉǼǿǹȈ Ȉȉȅ Ȁȅǿȃȅ ǹȆȅȉǼȁǼǿ ȉǾȃ ǺǹȈǾ īǿǹ ȉǾȃ ǹȆȅȉǼȁǼȈȂǹȉǿȀǾ ǹȄǿȅȁȅīǾȈǾ ȉǾȈ

Ǿ ȈȍȈȉǾ ȆȇȅǺȅȁǾ ȂǿǹȈ ǼȀȈȉȇǹȉǼǿǹȈ ȈȊȃȉǼȁǼǿ ȈǼ ȂǼīǹȁȅ ǺǹĬȂȅ ȈȉǾȃ ǼȃǾȂǼȇȍȈǾ Ȁǹǿ ȉǾȃ ǹĭȊȆȃǿȈǾ ȉȅȊ ȀȅǿȃȅȊ

ǻǼǻȅȂǼȃǹ CAST



28


35

Ǿ ǹȃǹȆȉȊȄǾ ǼȃȅȈ ǼīȋǼǿȇǿǻǿȅȊ ȈȋǼǻǿǹȈȂȅȊ ȀǹȉǹȁȁǾȁȍȃ ǼȀȈȉȇǹȉǼǿȍȃ ȅǻǿȀǾȈ ǹȈĭǹȁǼǿǹȈ Ȁǹǿ ǼȃȅȈ ǼȇīǹȁǼǿȅȊ ǹȄǿȅȁȅīǾȈǾȈ ȉȅȊ ǺǹĬȂȅȊ ȆȅȊ ǹȊȉǼȈ ȈȊȂǺǹȁȁȅȊȃ ȈȉǾȃ ǹȆȅȉǼȁǼȈȂǹȉǿȀǾ ǹȃȉǿȂǼȉȍȆǿȈǾ ȉȍȃ ȉȇȅȋǹǿȍȃ ǹȉȊȋǾȂǹȉȍȃ

ǹȃȉǿȀǼǿȂǼȃȅ CAST

ǻǿǹȀȇǿȈǾ ȉȍȃ ȅȂǹǻȍȃ ȋȇǾȈȉȍȃ Ȁǹǿ ȉȍȃ ȋǹȇǹȀȉǾȇǿȈȉǿȀȍȃ ȉȅȊȈ ȆǼȇǿīȇǹĭǾ ȉȍȃ ȆȁǾȇȅĭȅȇǿȍȃ Ȁǹǿ ȉȍȃ ȈȉȇǹȉǾīǿȀȍȃ ǼȃǾȂǼȇȍȈǾȈ ȉȅȊ ȀȅǿȃȅȊ ǼȆǿȁȅīǾ ȉȍȃ ȂǼĬȅǻȍȃ ǼȆǿȀȅǿȃȍȃǿǹȈ īǿǹ ȉǾȃ ȀǹĬǼ ȅȂǹǻǹ ȋȇǾȈȉȍȃ ȀȇǿȉǾȇǿǹ ǹȄǿȅȁȅīǾȈǾȈ ǹȃǹȆȉȊȄǾ ȉȍȃ ǻǼǻȅȂǼȃȍȃ ȀǹȉǹīȇǹĭǾȈ ǼȀȈȉȇǹȉǼǿȍȃ


ǼīȋǼǿȇǿǻǿȅ ȈȋǼǻǿǹȈȂȅȊ ǼȀȈȉȇǹȉǼǿȍȃ ȅǻǿȀǾȈ ǹȈĭǹȁǼǿǹȈ ȂǼȈȍ ȉȍȃ ȂǼȈȍȃ ȂǹǽǿȀǾȈ ǼȆǿȀȅǿȃȍȃǿǹȈ

ǹȆȅȉǼȁǼȈȂǹȉǹ:

-

-

-

-

ǹȃȉǿȀǼǿȂǼȃǹ:

ȉȅ ǼȇǼȊȃǾȉǿȀȅ Ǽȇīȅ CAST ȆǹȀǼȉȅ ǼȇīǹȈǿǹȈ 3



32


36

ȂȅȃȉǼȁȅ ȋȇǾȈȉǾ ȅǻǾīȅȊ ȈǼ ȈȋǼȈǾ ȂǼ ȉǾȃ ǼȆǿȇȇȅǾ ȉȍȃ ǼȀȈȉȇǹȉǼǿȍȃ


- ǹȃǹȈȀȅȆǾȈǾ ȈȉǿȈ ĬǼȍȇǿǼȈ ȅȆȅȊ ǹĭȅȇȅȊȃ ȈȉǾ ȈȊȂȆǼȇǿĭȅȇǹ ȉȍȃ ǹȉȅȂȍȃ Ȁǹǿ ȉǾȃ ǹȆȅȉǼȁǼȈȂǹȉǿȀȅȉǾȉǹ ȉȍȃ ǼȀȈȉȇǹȉǼǿȍȃ - ǼȆǿȆȉȍȈǼǿȈ ȉȍȃ ǼȀȈȉȇǹȉǼǿȍȃ ȈȉǾ ȈȊȂȆǼȇǿĭȅȇǹ Ȁǹǿ ȉǹ ǹȉȊȋǾȂǹȉǹ, ȈȉȇǹȉǾīǿȀǼȈ ǼȀȈȉȇǹȉǼǿȍȃ Ȁǹǿ ǺǼȁȉǿȈȉǼȈ ȆȇǹȀȉǿȀǼȈ - ȈȊȂȆǼȇǿĭȅȇǹ ȉȍȃ ȋȇǾȈȉȍȃ ȉȍȃ ȅǻȍȃ Ȁǹǿ ȂȅȃȉǼȁǹ ȈȊȂȆǼȇǿĭȅȇǹȈ



ǼȆǿȁȅīǾ ǼȀȈȉȇǹȉǼǿȍȃ ǹȃǹȁȊȈǾ ǻǼǻȅȂǼȃȍȃ

ǹȄǿȅȁȅīǾȈǾ ǼȀȈȉȇǹȉǼǿȍȃ Ȁǹǿ ǼȃǻȊȃǹȂȍȈǾ ȉȍȃ ǼȇīǹȁǼǿȍȃ ǹȄǿȅȁȅīǾȈǾȈ ȉȅȊ ǼȇīȅȊ


-

ǹȆȅȉǼȁǼȈȂǹȉA:

-





33


37

ǹȃǹȆȉȊȄǾ ǼȃȅȈ ǼȇīǹȁǼǿȅȊ īǿǹ ȉǾȃ ǹȄǿȅȁȅīǾȈǾ ǼȀȈȉȇǹȉǼǿȍȃ ȅǻǿȀǾȈ ǹȈĭǹȁǼǿǹȈ ǹȃǹȆȉȊȄǾ ǼȃȅȈ ǼȇīǹȁǼǿȅȊ ȀǹȉǹīȇǹĭǾȈ ȉȍȃ ǼȆǿȆȉȍȈǼȍȃ ǼȀȈȉȇǹȉǼǿȍȃ ȅǻǿȀǾȈ ǹȈĭǹȁǼǿǹȈ

-

-

ȉȊȆȅȁȅīǿǹ ȉȍȃ ȂǼĬȅǻȍȃ ǹȄǿȅȁȅīǾȈǾȈ ȀǹȉǹīȇǹĭǾ, ȈȊīȀȇǿȈǾ Ȁǹǿ ǹȄǿȅȁȅīǾȈǾ ȂǼĬȅǻȍȃ ǼȇǼȊȃǹȈ ǼȇīǹȁǼǿȅ ǹȄǿȅȁȅīǾȈǾȈ ǼȀȈȉȇǹȉǼǿȍȃ ǼīȋǼǿȇǿǻǿȅ – ȅǻǾīȅȈ ǹȄǿȅȁȅīǾȈǾȈ ǼȀȈȉȇǹȉǼǿȍȃ


-

-



ȋȇǾȈǾ Ȁǹǿ ǼȁǼīȋȅȈ ȉȅȊ ǼȇīǹȁǼǿȅȊ ȈȋǼǻǿǹȈȂȅȊ ǼȆǼȄǼȇīǹȈǿǹ ȉȍȃ ȈȉȅǿȋǼǿȍȃ ȆȅȊ ȀǹĬȅǻǾīȅȊȃ ȉǾȃ ȅȇīǹȃȍȈǾ ǼȀȈȉȇǹȉǼǿȍȃ (ĬǼȂǹ, ǹȃȉǿȀǼǿȂǼȃȅ, ȈȉȇǹȉǾīǿȀǾ, ȅȂǹǻǹ ȋȇǾȈȉȍȃ, ȋȇȅȃǿȀǾ ȆǼȇǿȅǻȅȈ)


ȅȇīǹȃȍȈǾ ȆǹȃǼȊȇȍȆǹǿȀǾȈ (ȍȃ) ǼȀȈȉȇǹȉǼǿǹȈ (ȍȃ) ȅǻǿȀǾȈ ǹȈĭǹȁǼǿǹȈ


-





34


41

0

5

10

15

20

25

30

35

2

1

1

1

2

2

1

1

Slovenia1

Spain3

Sweden2

Switzerland2

United Kingdom3

2

Italy2

Scotland3

1

Ireland3

Portugal2

5

Greece1

Poland2

1

Germany2

5

10

France1

10

11

Denmark1

Norway1

2

Czech Republic2

Netherlands1

1

1

11

Belgium1

Australia3

Austria2

Number of campaigns

Country

= < 1 month

100,0

4,1

1,4

1,4

2,7

2,7

1,4

1,4

1,4

2,7

13,5

6,8

2,7

1,4

6,8

1,4

13,5

14,9

2,7

14,9

1,4

1,4

> 1 year

% of campaigns

3 - 11 months

cam paign duration

1 - 3 months


not given

ǻǿǹȇȀǼǿǹ ȉǾȈ ǼȀȈȉȇǹȉǼǿǹȈ

ȀȣțȜȠĳȠȡȚĮțȒ ĮȖȦȖȒ – ȠįȚțȒ USA3ĮıĳȐȜİȚĮ – ʌȡȩȜȘȥȘ ĲȡȠȤĮȓȦȞ3ĮĲȣȤȘȝȐĲȦȞ ǹıĲȣȞȠȝȚțȒ ǻȚİȪșȣȞıȘ ǻȡȐȝĮȢ – ȉȝȒȝĮ ȉȡȠȤĮȓĮȢ ǻȡȐȝĮȢ, ǻȡȐȝĮȢ, 20/11/2007 Total 74


38


number of campaigns

ȋȍȇǼȈ ȆȅȊ ȈȊȂȂǼȉǼȋȅȊȃ Ȉȉȅ CAST KAI ǹȇǿĬȂȅȈ ǼȀȈȉȇǹȉǼǿȍȃ ȆȅȊ ȋȇǾȈǿȂȅȆȅǿǾĬǾȀǹȃ īǿǹ ǹȄǿȅȁȅīǾȈǾ

> 2 year

42

9%

11%

1%

61%

14% 4%

0

5.4%

6.8%

10

17.6%

20

num be r of cam paigns

30


one

tw o

three

more than three

ǹȇǿĬȂȅȈ ǻǿǹĭȅȇǼȉǿȀȍȃ ĬǼȂǹȉȍȃ ȆȅȊ ȀǹȁȊĭĬǾȀǹȃ ǹȆȅ ȉǾȃ ǼȀȈȉȇǹȉǼǿǹ

40

50

Regional/provincial government Other

70.3%

National PRI-member

National government

Local/municipal

No information

ȅȇīǹȃǿȈȂȅǿ ȊȆǼȊĬȊȃȅǿ īǿǹ ȉǾȃ ǼȃǹȇȄǾ ȉǾȈ ǼȀȈȉȇǹȉǼǿǹȈ



39


number of themes

60

43

14%

69%

3% 14%

18; 24%

15; 20%

5; 7%

8; 11%


27; 37%

1; 1%

ȈȊȃǻȊǹȈȂȅǿ ȂǼȈȍȃ ǼȆǿȀȅǿȃȍȃǿǹȈ



40


ǼȂǺǼȁǼǿǹ ȉǾȈ ǼȀȈȉȇǹȉǼǿǹȈ

Six and more

Four or five

Three

Two

One

None

Regional

National

County/local

No information

47

54 (73,0)

41 (55,4)

31 (41,9)

25 (33,8)

14 (18,9)

13 (17,6)

178

ȉȐıİȚȢ

ǼȞȘȝȑȡȦıȘ

īȞȫıȘ

ǹĲȣȤȒȝĮĲĮ

ǹȜȜȠȢ

ȈȪȞȠȜȠ

%

ȈȣȝʌİȡȚĳȠȡȐ

ȈĲȩȤȠȢ

Ȉȉȅȋȅǿ ǼȀȈȉȇǹȉǼǿȍȃ

74

IG after-only & CG after- only

IG during-only

IG1 after-only & IG2 before-during-after

IG1 after-only & IG2 before-after

IG before-during-after & CG before-during-after

Total

6

7

8

9

10


1

IG longitudinal study

5

1

1

1

3

4

6

8

IG before-after & CG before-after

IG before-during-after

17

3

IG before-after

2

32

Frequency

4

IG after-only

1

Research design

ȂǼĬȅǻȅǿ ǼȇǼȊȃǹȈ ȆȅȊ ȋȇǾȈǿȂȅȆȅǿǾĬǾȀǹȃ ȈȉǿȈ ȂǼȁǼȉǼȈ ǹȄǿȅȁȅīǾȈǾȈ



44


100,0

1,4

1,4

1,4

1,4

4,1

5,4

8,1

10,8

23,0

43,2

Percent

48

23; 31%

3; 4%

1; 1%

47; 64%


ǹȟȚȠȜȩȖȘıȘ İȓȞĮȚ Ș ıȣıĲȘȝĮĲȚțȒ įȚİȡİȪȞȘıȘ ĲȘȢ ĮȟȓĮȢ ȝȓĮȢ įȚĮįȚțĮıȓĮȢ («ʌȡȠȧȩȞĲȠȢ»)…


Four

Three

Two

One

ǹȇǿĬȂȅȈ ȉǼȋȃǿȀȍȃ ȈȊȁȁȅīǾȈ ȈȉȅǿȋǼǿȍȃ ǹȄǿȅȁȅīǾȈǾȈ



45


49

7; 9%

21; 28%


ʌȡȚȞ (t0)

ȆȡȚȞ - ȝİĲȐ

ȂȅȃȉǼȁǹ ǹȄǿȅȁȅīǾȈǾȈ

ĮʌȠĲİȜİıȝĮĲȚțȩĲȘĲĮ

İʌȚʌĲȫıİȚȢ țĮȚ Both

ĮʌȠĲİȜİıȝĮĲȚțȩĲȘĲĮ Effectiveness only

Impact İʌȚʌĲȫıİȚȢ only

ȝİĲȐ (t1)

ȀȇǿȉǾȇǿǹ ǹȄǿȅȁȅīǾȈǾȈ ǼȀȈȉȇǹȉǼǿȍȃ



46

46; 63%


(+) ȊȆǹȇȋǼǿ ȆǿĬǹȃȅȉǾȉǹ īǿǹ ȅȂǹǻǹ ǼȁǼīȋȅȊ ȁǹȂǺǹȃȅȃȉǹȈ ǹȁȁǾ ȈȊīȀǼȀȇǿȂǼȃǾ ȅȂǹǻǹ

(-) Ǿ ȈȊīȀȇȅȉǾȈǾ ȅȂǹǻǹȈ ǼȁǼīȋȅȊ Ǽǿȃǹǿ ǻȊȈȀȅȁǾ

(-) ǹȆǹǿȉǼǿȉǹǿ ȆȇȅȈȅȋǾ ȈȉǾ ȈȉǹȉǿȈȉǿȀǾ ǹȃǹȁȊȈǾ ȉȍȃ ǻǼǻȅȂǼȃȍȃ ǼȄǹǿȉǿǹȈ ȉȅȊ ȂǿȀȇȅȊ ȈȋǼȉǿȀǹ ǹȇǿĬȂȅȊ ǻǼǿīȂǹȉȍȃ

(+) Ǿ ȈȉǹȉǿȈȉǿȀǾ ǹȃǹȁȊȈǾ Ǽǿȃǹǿ ȀǹȁǾ ȁȅīȍ ȉȅȊ ȂǼīǹȁȊȉǼȇȅȊ ǹȇǿĬȂȅȊ ǻǼǿīȂǹȉȍȃ

ȈȊȀǼȀȇǿȂǼȃǾ ȅȂǹǻǹ ȈȉȅȋȅȊ

ȂǾ ȈȊȀǼȀȇǿȂǼȃǾ ȅȂǹǻǹ ȈȉȅȋȅȊ


ȈȋǼǻǿǹȈȂȅȈ ǹȄǿȅȁȅīǾȈǾȈ

ȉǼȋȃǿȀǾ ȈȊȁȁȅīǾȈ ǻǼǻȅȂǼȃȍȃ

(+) Ǿ ǻǼǿīȂǹȉȅȁǾȌǿǹ Ǽǿȃǹǿ ȈȋǼȉǿȀǹ ǼȊȀȅȁǾ

(-) ǻȊȈȀȅȁǿǹ ȈȉǾ ǻǼǿīȂǹȉȅȁǾȌǿǹ (-) ǻȊȈȀȅȁǿǹ ȈȉǾȃ ȆǹȇǹȉǾȇǾȈǾ ȈȊīȀǼȀȇǿȂǼȃȍȃ ȅȂǹǻȍȃ

54

(!) Ǽǿȃǹǿ ǹȆǹȇǹǿȉǾȉǼȈ ȅǿ ȂǼȉȇǾȈǼǿȈ Ȇȇǿȃ Ȁǹǿ ȂǼȉǹ ǼȆǿĬȊȂǾȉȅ Ǽǿȃǹǿ ȅǿ ȂǼȉȇǾȈǼǿȈ ȃǹ īǿȃȅȃȉǹǿ ǹȂǼȈȍȈ ȂǼȉǹ ȉǾȃ ȆǼȇǿȅǻȅ ȉǾȈ ǼȀȈȉȇǹȉǼǿǹȈ (!) Ǽǿȃǹǿ ǹȆǹȇǹǿȉǾȉǼȈ ȅǿ ȂǼȉȇǾȈǼǿȈ Ȇȇǿȃ Ȁǹǿ ȂǼȉǹ ǼȆǿĬȊȂǾȉȅ Ǽǿȃǹǿ ȅǿ ȂǼȉȇǾȈǼǿȈ ȃǹ īǿȃȅȃȉǹǿ ǹȂǼȈȍȈ ȂǼȉǹ ȉǾȃ ȆǼȇǿȅǻȅ ȉǾȈ ǼȀȈȉȇǹȉǼǿǹȈ

(!) ǼȇǼȊȃǹ ǼȇȍȉǾȂǹȉȅȁȅīǿȅȊ Ǽǿȃǹǿ ǹȆǹȇǹǿȉǾȉǾ



ȂǼȉǹǺȁǾȉǼȈ ȂǼȉȇǾȈǼȍȃ


ǹȊȄǾȈǾ ǹĭȊȆȃǿȈǾȈ

ǹȊȄǾȈǾ īȃȍȈǾȈ

ȀǹȉǹȈȉǹȈǾ

ǹȃȉǿȀǼǿȂǼȃǿȀȅǿ Ȉȉȅȋȅǿ


ǹȄǿȅȁȅīǾȈǾ ǼȀȈȉȇǹȉǼǿȍȃ ȅ.ǹ. ȆǹȃǼȆǿȈȉǾȂǿȅ ĬǼȈȈǹȁǿǹȈ

ȅȂǹǻǼȈ ȈȉȅȋȅȊ



ȀǹȉǹȈȉǹȈǾ

53

51

į

ȝȘ ĮʌȠįȑțĲİȢ

ȝȘ ĮʌȠįȑțĲİȢ İʌȓʌĲȦıȘ = (Į-ȕ) - (Ȗ-į)

ȕ

ʌȡȚȞ (t0)

(ıȣȞįȣĮıȝȩȢ ĲȦȞ įȪȠ ȝȠȞĲȑȜȦȞ)

ȉȅ «ȋȇȊȈȅ» ȆȇȅȉȊȆȅ

ĮʌȠįȑțĲİȢ

t1


ĮʌȠįȑțĲİȢ

ǹʌȠįȑțĲİȢ țĮȚ ȝȘ



50


(+) ȆǿĬǹȃȅȉǾȉǹ ȋȇǾȈȈǾ ȉǾȁǼĭȍȃǿȀȍȃ ǼȇȍȉǾȂǹȉȅȁȅīǿȍȃ (ȈȊȃȉȅȂǼȈ ȈȊȃǼȃȉǼȊȄǼǿȈ) (-) ȅǿ ȆǹȇǹȉǾȇǾȈǼǿȈ Ǽǿȃǹǿ ǹǻȊȃǹȉǼȈ

(+) ȆǿĬǹȃȅȉǾȉǹ ȋȇǾȈȈǾ ȉǾȁǼĭȍȃǿȀȍȃ ǼȇȍȉǾȂǹȉȅȁȅīǿȍȃ (ȈȊȃȉȅȂǼȈ ȈȊȃǼȃȉǼȊȄǼǿȈ) (-) ȅǿ ȆǹȇǹȉǾȇǾȈǼǿȈ Ǽǿȃǹǿ ǹǻȊȃǹȉǼȈ


Ȗ

Į

ȝİĲȐ (t1)

(+) ȅǿ ȅȂǹǻǼȈ ǼȁǼīȋȅȊ Ǽǿȃǹǿ ȆǿĬǹȃǼȈ

(-) ǹȆǹǿȉǼǿȉǹǿ ȆȇȅȈȅȋǾ ȈȉǾ ȈȉǹȉǿȈȉǿȀǾ ǹȃǹȁȊȈǾ ȉȍȃ ǻǼǻȅȂǼȃȍȃ ǼȄǹǿȉǿǹȈ ȉȅȊ ȈȋǼȉǿȀǹ ȂǿȀȇȅȊ ǹȇǿĬȂȅȊ ǻǼǻȅȂǼȃȍȃ

ȉȅȆǿȀǾ ǼȂǺǼȁǼǿǹ

(!) Ǽǿȃǹǿ ǹȆǹȇǹǿȉǾȉǼȈ ȅǿ ȂǼȉȇǾȈǼǿȈ Ȇȇǿȃ Ȁǹǿ ȂǼȉǹ. ȆǿĬǹȃȅȉǾȉǹ īǿǹ ȅȂǹǻǹ ǼȁǼīȋȅȊ ǼȆǿĬȊȂǾȉȅ Ǽǿȃǹǿ ȅǿ ȂǼȉȇǾȈǼǿȈ ȃǹ īǿȃȅȃȉǹǿ ǹȂǼȈȍȈ ȂǼȉǹ ȉǾȃ ȆǼȇǿȅǻȅ ȉǾȈ ǼȀȈȉȇǹȉǼǿǹȈ ȅȆȍȈ Ȁǹǿ ȀǹȆȅǿȅȊȈ ȂǾȃǼȈ ȂǼȉǹ īǿǹ ǼȁǼīȋȅ ȈȉǹĬǼȇȅȉǾȉǹȈ (!) Ǽǿȃǹǿ ǹȆǹȇǹǿȉǾȉǼȈ ȅǿ ȂǼȉȇǾȈǼǿȈ Ȇȇǿȃ Ȁǹǿ ȂǼȉǹ

(+) ǼȇǼȊȃǹ ǼȇȍȉǾȂǹȉȅȁȅīǿȅȊ Ǽǿȃǹǿ ȆǿĬǹȃǾ ǼȆǿȈǾȈ ȆǹȇǹȉǾȇǾȈǼǿȈ

(+) ǹȄǿȅȆǿȈȉǼȈ ȆǾīǼȈ ǻǼǻȅȂǼȃȍȃ (+) ǼȇǼȊȃǹ ǼȇȍȉǾȂǹȉȅȁȅīǿȅȊ

ǹȁȁǹīǾ ȈȊȂȆǼȇǿĭȅȇǹȈ

55


ȂǼǿȍȈǾ ǹȇǿĬȂȅȊ ǹȉȊȋǾȂǹȉȍȃ

(!) Ǽǿȃǹǿ ǹȆǹȇǹǿȉǾȉǼȈ ȅǿ ȂǼȉȇǾȈǼǿȈ Ȇȇǿȃ Ȁǹǿ ȂǼȉǹ ǼȆǿĬȊȂǾȉȅ Ǽǿȃǹǿ ȅǿ ȂǼȉȇǾȈǼǿȈ ȃǹ īǿȃȅȃȉǹǿ ǹȂǼȈȍȈ ȂǼȉǹ ȉǾȃ ȆǼȇǿȅǻȅ ȉǾȈ ǼȀȈȉȇǹȉǼǿǹȈ


ǹȃȉǿȀǼǿȂǼȃǿȀȅǿ Ȉȉȅȋȅǿ


(+) ǹȃǹȁȊȈǾ ǹȇȋǼǿȍȃ Ȁǹǿ ȆǿĬǹȃȍȈ ǼȇȍȉǾȂǹȉȅȁȅīǿǹ

(+) ǼȇȍȉǾȂǹȉȅȁȅīǿǹ Ȁǹǿ ȆǹȇǹȉǾȇǾȈǼǿȈ

(-) ȅǿ ȆǹȇǹȉǾȇǾȈǼǿȈ Ǽǿȃǹǿ ǹǻȊȃǹȉǼȈ

(-) ǹȆǹǿȉǼǿȉǹǿ ȆȇȅȈȅȋǾ ȈȉǾȃ ǹȃǹȁȊȈǾ ȉȍȃ ǻǼǻȅȂǼȃȍȃ ǼȄǹǿȉǿǹȈ ȉȅȊ ȈȋǼȉǿȀǹ ȂǿȀȇȅȊ ǹȇǿĬȂȅȊ ǻǼǻȅȂǼȃȍȃ

(+) ȅȁǼȈ ȅǿ ȆȅȈȅȉǿȀǼȈ ȉǼȋȃǿȀǼȈ Ǽǿȃǹǿ ȆǿĬǹȃǼȈ (-) ȅǿ ȆȅǿȅȉǿȀǼȈ ȉǼȋȃǿȀǼȈ Ǽǿȃǹǿ Ȇǿȅ ǻȊȈȀȅȁǼȈ


ǹȁȁǹīǾ ȉǹȈǼȍȃ



(-) Ǿ ǻǾȂǿȅȊȇīǿǹ ȂǿǹȈ ȅȂǹǻǹȈ ǼȁǼīȋȅȊ Ǽǿȃǹǿ ǻȊȈȀȅȁǾ

(-) Ǽǿȃǹǿ ȆǿĬǹȃǼȈ ȅȁǼȈ ȅǿ ȆȅȈȅȉǿȀǼȈ ȂǼȉȇǾȈǼǿȈ (-) Ǽǿȃǹǿ ǻȊȈȀȅȁǼȈ ȅǿ ȆȅǿȅȉǿȀǼȈ ȂǼȉȇǾȈǼǿȈ

ǼĬȃǿȀǾ ǼȂǺǼȁǼǿǹ

52



ǼȂǺǼȁǼǿǹ ȉǾȈ ǼȀȈȉȇǹȉǼǿǹȈ


ȀǹȉǹȈȉǹȈǾ


ȆȇȅȈȆǹĬǼǿǹ ȂǼȉȇǾȈǾȈ ǹȆȅȉǼȁǼȈȂǹȉȍȃ ȆǹȇǹȁȁǾȁȍȃ ǻȇǹȈȉǾȇǿȅȉǾȉȍȃ



Ǿ ǻǿǹĬǼȈǿȂȅȉǾȉǹ ȉȍȃ ǻǼǻȅȂǼȃȍȃ ǼȆǾȇǼǹǽǼǿ Ȁǹǿ ȉǾȃ ǼȆǿȁȅīǾ ȉȍȃ ȂǼȉǹǺȁǾȉȍȃ ȂǼȉȇǾȈǼȍȃ

ȈȊȂȂǼȉǼȋȅȃȉǼȈ«ǹȀȅȁȅȊĬȅǿ»

59


ȀǹȉǹȈȉǹȈǾ

ȈȊȂȂǼȉǼȋȅȃȉǼȈ - “ǹȀȅȁȅȊĬȅǿ”


ȆȇȅȈȆǹĬǼǿǹ ȂǼȉȇǾȈǾȈ ǹȆȅȉǼȁǼȈȂǹȉȍȃ ȆǹȇǹȁȁǾȁȍȃ ǻȇǹȈȉǾȇǿȅȉǾȉȍȃ


Ǿ ǻǿǼȊȀȅȁȊȃȈǾ ȈǼ ȈȊȃǻȊǹȈȂȅ ȂǼ ȉǾȃ ǼȃǼȇīȅȆȅǿǾȈǾ ǼȆǾȇǼǹǽȅȊȃ ȉǿȈ ǼȇȍȉǾȈǼǿȈ


(+) ȊȆǹȇȋǼǿ ȆǿĬǹȃȅȉǾȉǹ ȉȅȈȅ īǿǹ ȆǼǿȇǹȂǹȉǿȀȅ ȅȈȅ Ȁǹǿ īǿǹ «ȂǼȇǿȀȅ» ȆǼǿȇǹȂǹȉǿȀȅ ȈȋǼǻǿǹȈȂȅ ȂǼ ȋȇǾȈǾ ȅȂǹǻǹȈ ǼȁǼīȋȅȊ ȈǼ ȆǹȇǹȁȁǾȁǼȈ ǻȇǹȈȉǾȇǿȅȉǾȉǼȈ

(+) ȊȆǹȇȋǼǿ ȆǿĬǹȃȅȉǾȉǹ īǿǹ «ȂǼȇǿȀȅ» ȆǼǿȇǹȂǹȉǿȀȅ ȈȋǼǻǿǹȈȂȅ ȈȉǾȃ ȆǼȇǿȆȉȍȈǾ ȆȅȊ ǹȆǹǿȉǼǿȉǹǿ Ȃǿǹ ȅȂǹǻǹ ǼȁǼīȋȅȊ



56

ȅȁȅȀȁǾȇȍȂǼȃǾ ȆȇȅȈǼīīǿȈǾ

ȆȇȅǺȅȁǾ ȂǼȈȍ ȂǼȈȍȃ ȂǹǽǿȀǾȈ ǼȃǾȂǼȇȍȈǾȈ


ȋȍȇǹ

60

ǼȜȜȐįĮ

ȅȜȜĮȞįȓĮ

ȈȠȣȘįȓĮ

ȆȇȅȈǹȇȂȅīǾ ȈȉǾ ǻǿǹĬǼȈǿȂȅȉǾȉǹ ȉȍȃ A PRIORI ǻǼǻȅȂǼȃȍȃ


(+) Ȇȇǿȃ (ǺǹȈǼǿ īȃȍȈȉȍȃ ȆȁǾȇȅĭȅȇǿȍȃ) Ȁǹǿ ȂǼȉǹ (ǺǹȈǼǿ ȈȊȁȁǼīȂǼȃȍȃ ȈȉȅǿȋǼǿȍȃ)


ȆȇȅȈǹȇȂȅīǾ ȈȉǾ ǻǿǹĬǼȈǿȂȅȉǾȉǹ ȉȍȃ APRIORI ǻǼǻȅȂǼȃȍȃ


ȅįȘȖȠȓ 18 – 30

ǹȜțȠȩȜ țĮȚ ȠįȒȖȘıȘ

ǼșȞȚțȒ

ȉȠʌȚțȒ

ǼșȞȚțȒ


ȅįȘȖȠȓ ȅįȘȖȠȓ

ǽȫȞİȢ ĮıĳĮȜİȓĮȢ

ǼșȞȚțȒ

ȀȠȚȞȩ, ȖȠȞİȓȢ ȝȚțȡȫȞ ʌĮȚįȚȫȞ

ȀĮȡİțȜȐțȚ ĮȣĲȠțȚȞȒĲȠȣ


ǼșȞȚțȒ

ȆİȡȚĳİȡİȚĮțȒ

ȆİȡȚĳİȡİȚĮțȒ

ǾȜȚțȓİȢ Įʌȩ 13-17 țĮȚ 18+

ȅįȘȖȠȓ


ǼȂǺǼȁǼǿǹ ǼșȞȚțȒ


ȅįȘȖȠȓ

ȉĮȤȪĲȘĲĮ

ȅȂǹǻǹ ȈȉȅȋȅȈ ȅįȘȖȠȓ

ȉĮȤȪĲȘĲĮ

ĬǼȂǹ

ǼțĲȣʌȦȝȑȞȠ ȣȜȚțȩ ǹıĲȣȞȩȝİȣıȘ

ȆȡȚȞ – ȝİĲȐ ȝİ ȠȝȐįĮ İȜȑȖȤȠȣ

ȆǼȇǿȅǻȅȈ

ǼȞ İȟİȜȓȟİȚ ȈȚȞİȝȐ, ĮĳȓıİȢ, ĳȣȜȜȐįȚĮ

ȆȡȚȞ – țĮĲȐ – ȝİĲȐ, ȑȡİȣȞĮ ȝİ ȠȝȐįĮ İȜȑȖȤȠȣ

ǱȞȠȚȟȘ 2008

ǼȞ İȟİȜȓȟİȚ

ȉȘȜİȩȡĮıȘ, ȡĮįȚȩĳȦȞȠ ȅȋǿ

ȉȘȜİȩȡĮıȘ, ȡĮįȚȩĳȦȞȠ

ǱȞȠȚȟȘ 2008

ǱȞȠȚȟȘ 2008

ǱȞȠȚȟȘ 2008

ȅȋǿ

ȆȡȚȞ-țĮĲȐ-ȝİĲȐ. ȆĮȡĮĲȘȡȒıİȚȢ țĮȚ ȑȡİȣȞĮ

ȆȡȚȞ-țĮĲȐ-ȝİĲȐ. ȆĮȡĮĲȘȡȒıİȚȢ țĮȚ ȑȡİȣȞĮ

ǼțĲȣʌȦȝȑȞȠ ȣȜȚțȩ ǹıĲȣȞȩȝİȣıȘ

ȆȡȚȞ – ȝİĲȐ ȝİ ȠȝȐįĮ İȜȑȖȤȠȣ

ȂǼȈȅ ȆȇȅȍĬǾȈǾȈ ȉȘȜİȩȡĮıȘ – ȡĮįȚȩĳȦȞȠ

ȆȡȚȞ – ȝİĲȐ

ǹȄǿȅȁȅīǾȈǾ

ǼȀȈȉȇǹȉǼǿǼȈ ȆȅȊ ȆȇȅȀǼǿȉǹǿ ȃǹ ǹȄǿȅȁȅīǾĬȅȊȃ (1/2)



57

ǹ PRIORI ǻǿǹĬǼȈǿȂǾ ȆȁǾȇȅĭȅȇǾȈǾ (ʌ.Ȥ. ȆǹȁǹǿȅȉǼȇǼȈ ȀǹȂȆǹȃǿǼȈ, ȂǼȁǼȉǼȈ, ȈȉǹȉǿȈȉǿȀǼȈ

ȀǹȉǹȈȉǹȈǾ

A PRIORI īȃȍȈǾ



ǻȇǹȈȉǾȇǿȅȉǾȉǼȈ ȆǹȃǼȆǿȈȉǾȂǿȅ ĬǼȈȈǹȁǿǹȈ


ȀǹȉǹȈȉǹȈǾ


ȆǼȇǿȈȈȅȉǼȇǼȈ ȂǼȉǹǺȁǾȉǼȈ ȂǼȉȇǾȈǼȍȃ (ʌ.Ȥ. ȂǼīǹȁȊȉǼȇǹ ǼȇȍȉǾȂǹȉȅȁȅī ǿǹ) ȂǼīǹȁȊȉǼȇǹ ȀȅȈȉǾ

ȋȍȇǹ

ȆĮȚįȚȐ 7-12 ȤȡȠȞȫȞ

ȂȚțȡȩ įİȓȖȝĮ ʌȜȘșȣıȝȠȪ

ȆĮȚįȚȐ

ȅįȘȖȠȓ

ȅȂǹǻǹ ȈȉȅȋȅȈ

Local or regional

ȉȠʌȚțȒ

ǼșȞȚțȒ

ȉȠʌȚțȒ

ǼȂǺǼȁǼǿǹ


ǽȫȞİȢ ĮıĳĮȜİȓĮȢ țĮȚ țĮȡİțȜȐțȚ ĮȣĲȠțȚȞȒĲȠȣ (Euchires)

ǽȫȞȘ ĮıĳȐȜİȚĮȢ (ȝȑȡȠȢ ȝİȖĮȜȪĲİȡȘȢ İțıĲȡĮĲİȓĮȢ) ǺȑȜȖȚȠ

ǹȣıĲȡȓĮ

ȀĮȡİțȜȐțȚ ĮȣĲȠțȚȞȒĲȠȣ (Euchires) ȈȜȠȕİȞȓĮ


ĬǼȂǹ

ȆȡȚȞ – ȝİĲȐ, ȑȡİȣȞĮ ȝİ ȠȝȐįĮ İȜȑȖȤȠȣ

ȆȡȚȞ – ȝİĲȐ, ȑȡİȣȞĮ ȝİ ȠȝȐįĮ İȜȑȖȤȠȣ

ȆȡȚȞ – țĮĲȐ – ȝİĲȐ, ȑȡİȣȞĮ ȝİ ȠȝȐįĮ İȜȑȖȤȠȣ

ǹȄǿȅȁȅīǾȈǾ

ǼțĲȣʌȦȝȑȞȠ ȣȜȚțȩ, İʌȚțȠȚȞȦȞȓĮ, İțʌĮȓįİȣıȘ

ȈȚȞİȝȐ

ǼțʌĮȓįİȣıȘ

ȀȠȚȞȦȞȚțȒ țĮȚ ĮıĲȣȞȩȝİȣıȘ

ȂǼȈȅ ȆȇȅȍĬǾȈǾȈ

ǼȞ İȟİȜȓȟİȚ

2008

ȂȐȡĲȚȠȢ 2008

ǱȞȠȚȟȘ 2008

ȆǼȇǿȅǻȅȈ

ȉȅ ȂǼīǹȁȊȉǼȇȅ ǻǼǿīȂǹ ǹȊȄǹȃǼǿ Ȁǹǿ ȉȅ ȀȅȈȉȅȈ. ǼȆǿȈǾȈ, ǼȇǼȊȃǹ ǼȇȍȉǾȂǹȉȅȁȅīǿ ȅȊ ǹȊȄǹȃǼǿ ȉȅ ȀȅȈȉȅȈ.


ǼȀȈȉȇǹȉǼǿǼȈ ȆȅȊ ȆȇȅȀǼǿȉǹǿ ȃǹ ǹȄǿȅȁȅīǾĬȅȊȃ (2/2)

ȆȠȡĲȠȖĮȜȓĮ

61

ȅ ǹȇǿĬȂȅȈ ȉȍȃ ȂǼȉȇǾȈǼȍȃ (ȅȂǹǻǼȈ, ȋȇȅȃǿȀǼȈ ȈȉǿīȂǼȈ) ȈȊȃǾĬȍȈ ǹȊȄǹȃǼǿ Ȁǹǿ ȉȅ ȀȅȈȉȅȈ




58

ȆȇȅȏȆȅȁȅīǿȈȂȅȈ


ȆȇȅȊȆȅȁȅīǿȈȂȅȈ ǼȀȈȉȇǹȉǼǿǹȈ


ȀǹȉǹȈȉǹȈǾ


62

• īǿǹ ȉȅȃ ȈȋǼǻǿǹȈȂȅ Ȁǹǿ ȉǾȃ ȊȁȅȆȅǿǾȈǾ Ȁǹȁȍȃ ǼȀȈȉȇǹȉǼǿȍȃ ȋȇǼǿǹǽǼȉǹǿ ǻǾȂǿȅȊȇīǿȀȅȉǾȉǹ, ǼȂȆǼǿȇǿǹ Ȁǹǿ ȀȅǿȃǾ ǹȃȉǿȁǾȌǾ

• Ǿ ǼȆǿȈȉǾȂȅȃǿȀǾ ǼȇǼȊȃǹ Ȁǹǿ ǹȃǹȁȊȈǾ ȉȇȅĭȅǻȅȉȅȊȃ ȈȀǼȌǼǿȈ Ȁǹǿ ȈȊǽǾȉǾȈǼǿȈ ȂǼȉǹȄȊ ȉȍȃ ǼȂȆȁǼȀȅȂǼȃȍȃ (ȅȇīǹȃȍȉǼȈ ǼȀȈȉȇǹȉǼǿȍȃ, ǼȉǹǿȇǼǿǼȈ, ȀȇǹȉǿȀȅǿ ȅȇīǹȃǿȈȂȅǿ Ȁ.ȉ.ȁ.)

• Ǿ ȈȊȈȉǾȂǹȉǿȀǾ ȀǹȉǹīȇǹĭǾ ǻǿȃǼǿ ȉȅ ǼȃǹȊȈȂǹ īǿǹ ȀǹȁȊȉǼȇǼȈ, ȈȋǼȉǿȀȅȉǼȇǼȈ Ȁǹǿ ǹȆȅȉǼȁǼȈȂǹȉǿȀȅȉǼȇǼȈ ǼȀȈȉȇǹȉǼǿǼȈ

• ȊȆǹȇȋǼǿ ǼǻǹĭȅȈ īǿǹ ȆǼȇǹǿȉǼȇȍ ǺǼȁȉǿȍȈǾ Ȉȉȅ ȈȋǼǻǿǹȈȂȅ Ȁǹǿ ȉǾȃ ǹȄǿȅȁȅīǾȈǾ ȉȍȃ ǼȀȈȉȇǹȉǼǿȍȃ

• Ǽǿȃǹǿ ǻȊȈȀȅȁȅ ȃǹ ǼȁǼīȋĬȅȊȃ ȅǿ ǼȆǿȇȇȅǼȈ ȅȁȍȃ ȉȍȃ ȆǿĬǹȃȍȃ ǻǿǹǻǿȀǹȈǿȍȃ (ǼȀȈȉȇǹȉǼǿǹ, ǹȈȉȊȃȅȂǼȊȈǾ, ǼȀȆǹǿǻǼȊȈǾ Ȁ.ȁ.Ȇ.)

ȈȊȂȆǼȇǹȈȂǹȉǹ

15.40 – 16.00 16.00 – 17.00 17.30

15.20 – 15.40

15.00 – 15.20

14.40 – 15.00

13.20 – 14.20 14.20 – 14.40

13.00 – 13.20

12.40 – 13.00

12.20 – 12.40

11.00 – 11.30 11.30 – 12.00 12.00 – 12.20

10.40 – 11.00

10.20 – 10.40

9.00 – 10.00 10.00 – 10.20

Registration - Coffee What is CAST about? A project overview. Ankatrien Boulanger, Belgian Road Safety Institute. The CAST Manual: Steps and recommendations to build a successful road safety campaign. Werner De Dobbeleer, Belgian Road Safety Institute. Road Safety Action «eyes on the road»: Design, Implementation, Evaluation. Teti Nathanail, Giannis Adamos, University of Thessaly. Coffee break Welcome greetings The effects of sleepiness on driving. Venetia Tsara, Paschalis Steiropoulos, Hellenic Sleep Disorder Centre. Actions and suggestions of the Institute of Transport. Yiorgos Giannopoulos, Dimitris Margaritis, Hellenic Institute of Transport - Centre of Research and Technology, Hellas. Initiatives and activities of the Greek Road Safety Institute (R.S.I. Panos Mylonas) to raise awareness on road safety. Danelli-Mylona Vassiliki, President of RSI. Road Safety Institute Panos Mylonas. Actions and perspectives of the Hellenic Institute of Trasportation Engineers on road safety. Constantinos Antoniou, Hellenic Institute of Transportation Engineers. Lunch break Actions of the Road Safety Observatory, Technical Chamber of Greece. Ioanna Karakaidou, Road Safety Observatory, Technical Chamber of Greece. Road safety campaigns and the Attiki Odos motorway. Pantelis Kopelias, Attiki Odos motorway. The Rion-Antirrion Bridge case: Road Safety for citizens – Citizens for Road Safety. Panayiotis Papanikolas, Gefyra Rio - Antirrio. Drivers’ education on dealing with fatigue. Tsorpatzis Yiannis. Road Safety Research. Coffee break Round table discussion Closure

Workshop schedule

Cast Workshop Awareness – Raising Road Safety Campaigns.



63

ǻȡ. ȈȣȖțȠȚȞȦȞȚȠȜȩȖȠȢ ȂȘȤĮȞȚțȩȢ

ȉȑĲȘ ȃĮșĮȞĮȒȜ

ǼȀȈȉȇǹȉǼǿǼȈ ȅǻǿȀǾȈ ǹȈĭǹȁǼǿǹȈ

ƬμİǏǁįĮ Ƴįǈǉǀǐ ƧıĳƾǊİǈĮǐ, ƨǗǊǎǐ, 22 ưĮƦǎǑ 2009

ƪǑĲǑǒǁĮ ƱĮǇĮǌĮǀǊ, īǈƾǌǌǆǐ Ƨįƾµǎǐ ƴĮǌİȺǈıĲǀµǈǎ ĬİııĮǊǁĮǐ, ƷµǀµĮ ƴǎǊǈĲǈǉǙǌ ưǆǒĮǌǈǉǙǌ ƪǏǄĮıĲǀǏǈǎ ƶǑǄǉǎǈǌǔǌǈĮǉǀǐ Ʒİǒǌǈǉǀǐ

Ƭ ƩƵƧƶƬ ƳƩƭƮƬƶ ƧƶĭƧƯƪƭƧƶ «ưƧƷƭƧ ƶƷƳ ƩƵƳưƳ» ƶƹƪƩƭƧƶưƳƶ, ƸƯƳƴƳƭƬƶƬ, ƧƲƭƳƯƳīƬƶƬ



Technical Chamber of Greece, Magnesia Chapter 2nd November & Xenofontos Str., 38333, Volos, Greece Tel.+302421026173, Fax: +302421021944, email: [email protected]

2421074158,

CAST WORKSHOP Road Safety Awareness – Raising Campaigns

(0030)

www.este.civ.uth.gr,


ƮĮµȺƾǌǈİǐ ǎįǈǉǀǐ ĮıĳƾǊİǈĮǐ ǉĮǈ ıĲǏĮĲǆǄǈǉƿǐ İǌǆµƿǏǔıǆǐ – ĮĳǘȺǌǈıǆǐ ĲǎǑ ǉǎǈǌǎǘ - CAST

ƪǑǏǔȺĮǕǉǀ ƪȺǈĲǏǎȺǀ īİǌǈǉǀ ƩǈİǘǇǑǌıǆ ƪǌƿǏǄİǈĮǐ ǉĮǈ ưİĲĮĳǎǏǙǌ 6ǎ ƴǏǗǄǏĮµµĮ ƴǊĮǁıǈǎ 2006-2009

INFORMATION: [email protected]

- The different perspectives on the effectiveness of road safety campaigns, by a panel of experts in the domain.

- The road safety actions implemented by bodies activated in road safety in Greece.

- The CAST campaigns, implemented during the project lifecycle, specifically, the Greek road safety campaign ("Eyes on the road" campaign, with the slogan: "Sleep but not at the wheel"), and the Belgian road safety campaign ("Pit Stop" campaign).

- The CAST Project added value in the design and evaluation of road safety media campaigns.

- The European Commision's policy in roas safety research, with emphasis on the media campaigns, and the CAST Project.

During the Workshop the following topic areas will be covered:

The aim of the Workshop is to inform the public and private bodies that are active in the field of road safety, for the implementation and evaluation of road safety campaigns, as it has been suggested by the research project CAST.

The Road Safety Workshop entitled "Road Safety Awareness - Raising Campaigns" is organized within the context of the European Research Project CAST (Campaigns and Awareness-raising Strategies in Traffic safety), by the Transportation Engineering Laboratory of the University of Thessaly in cooperation with the Technical Chamber of Greece (TEE), Magnesia Chapter. The Workshop will take place in Volos, on the 22nd of May 2009 at the TEE building, November 2ndand Xenofontos str.

Amphitheater of TEE Building, November 2nd and Xenofontos str.

Volos, 22 May 2009

CAST Workshop: "Road Safety Awareness - Raising Campaigns"

University of Thessaly, Department of Civil Engineering Transportation Engineering Laboratory Pedion Areos, 38334, Volos, Greece Tel :+302421074164, Fax:+302421074131, email: [email protected]

2


ǇİǔǏǆĲǈǉƾ µǎǌĲƿǊĮ ıǑµȺİǏǈĳǎǏƾǐ

• ƴǏǎıƿǄǄǈıǆ įǈĮįǈǉĮıǁĮǐ ǊǀǓǆǐ ĮȺǎĳƾıİǔǌ

– İȺĮǄǄİǊµĮĲǁİǐ ǎįǆǄǎǁ (ĳǎǏĲǆǄƾ, ǊİǔĳǎǏİǁĮ, ǉĲǊ) – ǗǊǎǈ ǎǈ ǎįǆǄǎǁ

• ƴǏǎıįǈǎǏǈıµǗǐ ǎµƾįĮǐ ıĲǗǒǎǑ:

ƴǏǎȺĮǏĮıǉİǑĮıĲǈǉƾ (1/3)


ƪĲĮǁǏǎǈ: ƴĮǌİȺǈıĲǀµǈǎ ĬİııĮǊǁĮǐ Belgian Road Safety Institute (IBSR-BIVV)

ĬƿµĮ İǉıĲǏĮĲİǈǙǌ: ǉǗȺǔıǆ ǉĮĲƾ Ĳǆǌ ǎįǀǄǆıǆ

2 ƪǉıĲǏĮĲİǁİǐ ıİ ƪǊǊƾįĮ ǉĮǈ ƨƿǊǄǈǎ

ƪǉıĲǏĮĲİǁİǐ CAST

6

3

Perceived benefits

Perceived barriers

Perceived threat

Perceived susceptibility

Self- efficacy

Cost-benefit analysis

Cues to action


Demographic, Sociopsycho, structural

Health Belief Model (HBM)

Perceived seriousness



4

7

Likelihood of action

ƪǄǒİǈǏǁįǈǎ CAST: - ƧǌƾǊǑıǆ ǑĳǈıĲƾµİǌǆǐ ǉĮĲƾıĲĮıǆǐ - ƴǏǎȺĮǏĮıǉİǑĮıĲǈǉƾ - ƶǒİįǈĮıµǗǐ Ĳǆǐ İǉıĲǏĮĲİǁĮǐ ǉĮǈ Ĳǆǐ ĮǍǈǎǊǗǄǆıǀǐ Ĳǆǐ - ƸǊǎȺǎǁǆıǆ Ĳǆǐ «ȺǏǈǌ Ĳǆǌ İǉıĲǏĮĲİǁĮ» ĮǍǈǎǊǗǄǆıǆǐ ǉĮǈ ǑǊǎȺǎǁǆıǆ Ĳǆǐ İǉıĲǏĮĲİǁĮǐ - ƧǍǈǎǊǗǄǆıǆ, ǉĮĲĮǄǏĮĳǀ ĮȺǎĲİǊİıµƾĲǔǌ ǉĮǈ ıǑµȺİǏƾıµĮĲĮ - ƶǑǄǄǏĮĳǀ ĲİǊǈǉǀǐ ƿǉǇİıǆǐ

ưİǇǎįǎǊǎǄǁĮ ıǒİįǈĮıμǎǘ, ǑǊǎȺǎǁǆıǆǐ ǉĮǈ ĮǍǈǎǊǗǄǆıǆǐ Ĳǆǐ İǉıĲǏĮĲİǁĮǐ



ưƿĲǏĮ ĮǌĲǈµİĲǙȺǈıǆǐ: ȺĮǏǉƾǏǎǑǌ ǉĮǈ ǍİǉǎǑǏƾǅǎǌĲĮǈ (45%), ȺǁǌǎǑǌ ǉĮĳƿ (20%), įİǌ ǍƿǏǎǑǌ (19%), ƾǊǊǎǈ ǊǗǄǎǈ (18%) Ƴǈ İǉıĲǏĮĲİǁİǐ ĮĳǘȺǌǈıǆǐ ǇĮ ƿȺİǈǇĮǌ Ĳǎ µİǄĮǊǘĲİǏǎ ȺǎıǎıĲǗ Ĳǔǌ ǎįǆǄǙǌ ǌĮ ĮǊǊƾǍǎǑǌ Ĳǆǌ ǎįǆǄǈǉǀ ĲǎǑǐ ıǑµȺİǏǈĳǎǏƾ


Termination

Maintenance

Action

Preparation

Contemplation

Pre-contemplation

Transtheoretical Model of Change (TMC)

-

-

• ƩǈİǍĮǄǔǄǀ (ĲǆǊİĳǔǌǈǉǀǐ) ȺĮǌİǊǊǀǌǈĮǐ ƿǏİǑǌĮǐ ǄǈĮ Ĳǆǌ ǉǗȺǔıǆ ǉĮǈ Ĳǆǌ ĮȺǗıȺĮıǆ Ĳǆǐ ȺǏǎıǎǒǀǐ (įİǁǄµĮ 1000 ǎįǆǄǎǁ):

• ƧǌĮıǉǗȺǆıǆ įǈİǇǌǎǘǐ ǃǈǃǊǈǎǄǏĮĳǁĮǐ ǆ ǉǗȺǔıǆ İµĳĮǌǁǅİĲĮǈ ǔǐ ǉǘǏǈĮ ĮǈĲǁĮ ȺǏǗǉǊǆıǆǐ ĮĲǑǒǆµƾĲǔǌ ıİ ȺǎıǎıĲǗ 1020%

• ƶĲĮĲǈıĲǈǉƾ ıĲǎǈǒİǁĮ ȺǎǑ ǌĮ ǉĮǇǎǏǁǅǎǑǌ Ĳǆǌ ǉǗȺǔıǆ ǔǐ ĮǈĲǁĮ ĮĲǑǒǆµƾĲǔǌ ưǆ įǈĮǇƿıǈµĮ ıĲǆǌ ƪǊǊƾįĮ

ƧǌƾǊǑıǆ ǑĳǈıĲƾμİǌǆǐ ǉĮĲƾıĲĮıǆǐ

8

5

ƩǏĮıĲǆǏǈǗĲǆĲİǐ Ĳǆǐ İǉıĲǏĮĲİǁĮǐ


- ƷǆǊİǎȺĲǈǉǗ ıȺǎĲ (14 ĲǆǊİǎȺĲǈǉǎǁ ıĲĮǇµǎǁ İǇǌǈǉǀǐ İµǃƿǊİǈĮǐ, µǈĮ ǀ įǑǎ ĳǎǏƿǐ Ĳǆǌ ǆµƿǏĮ, 8 İǃįǎµƾįİǐ) - ƵĮįǈǎĳǔǌǈǉǗ ıȺǎĲ (39 İǇǌǈǉǎǁ ǏĮįǈǎĳǔǌǈǉǎǁ ıĲĮǇµǎǁ , µǈĮ ǀ įǑǎ ĳǎǏƿǐ Ĳǆǌ ǆµƿǏĮ, 8 İǃįǎµƾįİǐ) - ƮĮĲĮǒǔǏǀıİǈǐ (7 ȺĮǌİǊǊǀǌǈİǐ İĳǆµİǏǁįİǐ, 11 įǆµǎıǈİǘıİǈǐ, 5 İǃįǎµƾįİǐ) - ĭǑǊǊƾįǈĮ (800.000 ĳǑǊǊƾįǈĮ, 3 ıĲĮǇµǎǁ įǈǎįǁǔǌ, ȺĮǌİȺǈıĲǀµǈĮ, clubs, ǉĮĳİĲƿǏǈİǐ, 8 İǃįǎµƾįİǐ) - Ƨĳǁıİǐ (1800 Įĳǁıİǐ, ıǑǄǉǎǈǌǔǌǈĮǉǎǁ ıĲĮǇµǎǁ, ȺĮǌİȺǈıĲǀµǈĮ, 8 İǃįǎµƾįİǐ) - ƩǈĮįǁǉĲǑǎ: ǆǊİǉĲǏǎǌǈǉǀ ıİǊǁįĮ µİ ȺǊǆǏǎĳǗǏǆıǆ ǄǈĮ Ĳǆǌ İǉıĲǏĮĲİǁĮ

•

ƶǒİįǈĮıμǗǐ Ĳǆǐ İǉıĲǏĮĲİǁĮǐ (4/6)


ƪȺǁįǏĮıǆ ıĲǆǌ ĮǌĲǁǊǆǓǆ Ĳǔǌ ǉǈǌįǘǌǔǌ ƪȺǁįǏĮıǆ ıĲǆǌ ĮǌĲǁǊǆǓǆ Ĳǔǌ ǔĳİǊİǈǙǌ

:

ƧǘǍǆıǆ Ĳǆǐ ȺǈǇĮǌǗĲǆĲĮǐ įǏƾıǆǐ (preparation, action, maintenance,

•

termination stages)

ƪȺǈǏǏǎǀ ıĲǆ įǏĮıĲǈǉǗĲǆĲĮ (contemplation stage): ƸǈǎǇƿĲǆıǆ ȺǏǎİǈįǎȺǎǈǆĲǈǉǙǌ ıǆµĮįǈǙǌ ƪǊĮǒǈıĲǎȺǎǁǆıǆ Ĳǆǐ İȺǈǉǁǌįǑǌǆǐ ǎįǀǄǆıǆǐ

• -

-

ƧǘǍǆıǆ Ĳǆǐ ĮĳǘȺǌǈıǆǐ Ĳǔǌ ǎįǆǄǙǌ (pre-contemplation stage): ƮǏǈıǈµǗĲǆĲĮ – ıǎǃĮǏǗĲǆĲĮ ƩİǉĲǈǉǗĲǆĲĮ ƮǁǌįǑǌǎǈ ƳĳƿǊǆ

• -


12

9


• ƶǒƿįǈǎ įǏƾıǆǐ - ƮĮĲǆǄǎǏǁĮ įǏĮıĲǆǏǈǎĲǀĲǔǌ (ıȺǎĲ, ĳǑǊǊƾįǈĮ, ǉĲǊ) - ưƿıĮ µĮǅǈǉǀǐ İȺǈǉǎǈǌǔǌǁĮǐ (ĲǆǊİǎȺĲǈǉǎǁ & ǏĮįǈǎĳǔǌǈǉǎǁ ıĲĮǇµǎǁ, ǎǏǄĮǌǈıµǎǁ, ıǔµĮĲİǁĮ, ǉĲǊ) - ƴǏǎǃǎǊǀ - ƿǉǇİıǆ (ĮǏǈǇµǗǐ µǆǌǑµƾĲǔǌ, ıǑǒǌǗĲǆĲĮ, įǈƾǏǉİǈĮ, ǉĲǊ) - ƹǏǗǌǎǐ ȺǏǎǃǎǊǀǐ - ƩİǁǉĲİǐ (Gross Rating Point) – ƧȺǀǒǆıǆ – OTS (Opportunity To See)



ƩİǑĲİǏİǘǎǌĲİǐ - īǌǙıǆ - ƴİȺǎǈǇǀıİǈǐ - ƴǏǎǇƿıİǈǐ - ƧǁıǇǆıǆ ĲǎǑ ǉǈǌįǘǌǎǑ - ƶǑµȺİǏǈĳǎǏƾ

• ƶĲǗǒǎǈ Ĳǆǐ İǉıĲǏĮĲİǁĮǐ ƴǏǔĲİǘǎǌĲİǐ - ƴĮǏĮĲǆǏǎǘµİǌǆ ıǑµȺİǏǈĳǎǏƾ - ƧĲǑǒǀµĮĲĮ (ƴǏǎıǎǒǀ!)


13

10

ƶǒİįǈĮıμǗǐ ĮǍǈǎǊǗǄǆıǆǐ (6/6)


ƸȺǗǊǎǈȺĮ μǆǌǘμĮĲĮ ƧǁĲǈĮ ȺǎǑ ȺǏǎǉĮǊǎǘǌ ǉǗȺǔıǆ ƶǆµƾįǈĮ Ĳǆǐ ǉǗȺǔıǆǐ ưƿĲǏĮ ĮǌĲǈµİĲǙȺǈıǆǐ Ĳǆǐ ǉǗȺǔıǆǐ ƯĮǇİµƿǌǆ ĮǌĲǈµİĲǙȺǈıǆ Ĳǆǐ ǉǗȺǔıǆǐ


• ƧǍǈǎǊǗǄǆıǆ – ƧǍǈǎǊǗǄǆıǆ ǑǊǎȺǎǁǆıǆǐ: ĮǌĲǈǉİǈµİǌǈǉǀ : ĮǏǈǇµǗǐ µǆǌǑµƾĲǔǌ,ıǑǒǌǗĲǆĲĮ, įǈƾǏǉİǈĮ, ǒǏǗǌǎǐ ǑȺǎǉİǈµİǌǈǉǀ: ĮȺǀǒǆıǆ, ĮĳǘȺǌǈıǆ, ĮǌĮǄǌǙǏǈıǆ, ĮǌƾǉǊǆıǆ – ƧǍǈǎǊǗǄǆıǆ İȺǈǏǏǎǀǐ: ıǑǊǊǎǄǀ įİįǎµƿǌǔǌ: ǄǌǙıǆ, ȺİȺǎǈǇǀıİǈǐ, ĮǁıǇǆıǆ ĲǎǑ ǉǈǌįǘǌǎǑ, ȺǏǎǇƿıİǈǐ, ıǑµȺİǏǈĳǎǏƾ • ưƿǇǎįǎǐ ıǒİįǈĮıµǎǘ: ưİĲǏǀıİǈǐ ȺǏǈǌ, ǉĮĲƾ Ĳǆ įǈƾǏǉİǈĮ ǉĮǈ µİĲƾ Ĳǆǌ İǉıĲǏĮĲİǁĮ

• -

• ƮİǌĲǏǈǉǗ μǀǌǑμĮ - ƮǎǈµǀıǎǑ, ĮǊǊƾ Ǘǒǈ ıĲǎ ĲǈµǗǌǈ


14

11

ƧȺǎĲİǊƿıμĮĲĮ (4/5)


± SD) & ĲǑȺǈǉǎǁ ǎįǆǄǎǁ µİ 17.89 ± 10.94 ǒǏǗǌǈĮ (ư ± SD)

ƮĮĲƾ Ĳǆ įǈƾǏǉİǈĮ Ĳǆǐ İǉıĲǏĮĲİǁĮǐ: İȺĮǄǄİǊµĮĲǁİǐ ǎįǆǄǎǁ µİ 17.81 ± 10.04 (ư

& ĲǑȺǈǉǎǁ ǎįǆǄǎǁ µİ 17.44 ± 11.59 ǒǏǗǌǈĮ (ư ± SD)

ƴǏǈǌ Ĳǆǌ İǉıĲǏĮĲİǁĮ: İȺĮǄǄİǊµĮĲǁİǐ ǎįǆǄǎǁ µİ 18.02 ± 9.27 ǒǏǗǌǈĮ (ư ± SD)

6,19

6,49

6,36

6,51

2000

1499

2000

1499

ƴǏǈǌ

ƮĮĲƾ Ĳǆ įǈƾǏǉİǈĮ

ƪƾǌ ǎǈ ƾǊǊǎǈ ǎįǆǄǎǁ ǎįǆǄǎǘǌ ǉǎǑǏĮıµƿǌǎǈ, ȺǗıǎ ǏǈǓǎǉǁǌįǑǌǎ İǁǌĮǈ ǌĮ İµȺǊĮǉǎǘǌ ıİ ĮĲǘǒǆµĮ;

ƴǏǈǌ


0,98

1,06

1,0

1,17

SD


ƪƾǌ ǎįǆǄİǁǐ ǉǎǑǏĮıµƿǌǎǐ, ȺǗıǎ ǏǈǓǎǉǁǌįǑǌǎ İǁǌĮǈ ǌĮ İµȺǊĮǉİǁǐ ǀ ǌĮ ȺǏǎǉĮǊƿıİǈǐ ĮĲǘǒǆµĮ ;

ư

ưİĲǏǀıİǈǐ

ưİĲĮǃǊǆĲǀ

Ʊ – ȺǊǆǇǑıμǗǐ

-4,45

-7,79

tvalue

0,09

0*

P-value

ƶǘǌǎǊǎ ǎįǆǄǙǌ ȺǏǈǌ ǉĮǈ ǉĮĲƾ Ĳǆ įǈƾǏǉİǈĮ Ĳǆǐ İǉıĲǏĮĲİǁĮǐ, * p<0.05

• ƧǁıǇǆıǆ ĲǎǑ ǉǈǌįǘǌǎǑ

-

-

• ƹǏǗǌǈĮ ǉĮĲǎǒǀǐ įǈȺǊǙμĮĲǎǐ ǎįǀǄǆıǆǐ

-

15

18

ƴǗıǎ ȺǈǇĮǌǗ İǁǌĮǈ ǌĮ ǎįǆǄǀıİĲİ Įǌ ǉĮǈ ǉǎǑǏĮıµƿǌǎǐ Ĳǎǌ İȺǗµİǌǎ µǀǌĮ;

ƴǗıǎ ȺǈǇĮǌǗ İǁǌĮǈ ǌĮ ĮǉǎǊǎǑǇǀıİĲİ ƾǊǊĮ µƿĲǏĮ ĮǌĲǈµİĲǙȺǈıǆǐ Ĳǆǐ ǉǗȺǔıǆǐ ǗĲĮǌ ǌǈǙıİĲİ ǉǎǑǏĮıµƿǌǎǐ Ĳǎǌ İȺǗµİǌǎ µǀǌĮ;

ƶǉǎȺİǘǔ ǌĮ ȺǏǎǄǏĮµµĮĲǁǅǔ Ĳǎ ĲĮǍǁįǈ µǎǑ Ĳǎǌ İȺǗµİǌǎ µǀǌĮ (Ⱥ.ǒ. ǌĮ ǉǎǈµƾµĮǈ ǉĮǊƾ ȺǏǈǌ Ǎİǉǈǌǀıǔ, ǉĲǊ)

ƶǉǎȺİǘǔ ǌĮ ıĲĮµĮĲǙ ǉĮǈ ǌĮ ǍİǉǎǑǏƾǅǎµĮǈ ǗĲĮǌ ǌǈǙǇǔ ǉǎǑǏĮıµƿǌǎǐ Ĳǎǌ İȺǗµİǌǎ µǀǌĮ

ưİĲĮǃǊǆĲǀ

2,9

1499 ƮĮĲƾ Ĳǆ įǈƾǏǉİǈĮ

1,71

1,87

1,8

1,8

1,49

2,3

1,19

1,51

SD

9,64

15,04

-4,02

-8,67

t-value


3,44

2000

4,03

4,97

2000 1499

5,92

5,65 1499

ƴǏǈǌ


ƴǏǈǌ


2000

6,35

1499

ƴǏǈǌ

5,94

2000

ư



ƴǏǈǌ

ưİĲǏǀıİǈǐ




0*

0*

0*

0*

P-value

Ĳǆǐ İǉıĲǏĮĲİǁĮǐ 63%, ĲǆǊİǎȺĲǈǉǗ µǀǌǑµĮ 21%, ǏĮįǈǎĳǔǌǈǉǗ µǀǌǑµĮ 5.6% ƴǎıǎıĲǗ ȺǎǑ ƿǒİǈ ǉǎǈμǆǇİǁ ıĲǎ ĲǈμǗǌǈ: 15.2% ȺǏǈǌ Ĳǆǌ İǉıĲǏĮĲİǁĮ 9.8% ǉĮĲƾ Ĳǆ įǈƾǏǉİǈĮ

• ƴǏǎǇƿıİǈǐ

•

• ƨĮǇμǗǐ ȺǎǑ ƾǏİıİ ǆ İǉıĲǏĮĲİǁĮ : 5.5 (ıİ µǈĮ ǉǊǁµĮǉĮ ĮȺǗ 1 - 7) • ưƿıĮ ȺǏǎǙǇǆıǆǐ ȺǎǑ ǀĲĮǌ ȺİǏǈııǗĲİǏǎ ĮǌĲǈǊǆȺĲƾ: ĳǑǊǊƾįǈǎ

-

-

-

ƧȺǎĲİǊƿıμĮĲĮ (2/5) 1200 µİĲĮįǗıİǈǐ ĲǎǑ ĲǆǊİǎȺĲǈǉǎǘ µǆǌǘµĮĲǎǐ 3500 ȺİǏǁȺǎǑ İǉȺǎµȺƿǐ ĲǎǑ ǏĮįǈǎĳǔǌǈǉǎǘ µǆǌǘµĮĲǎǐ 11 ǉĮĲĮǒǔǏǀıİǈǐ 800.000 ĳǑǊǊƾįǈĮ 2000 Įĳǁıİǐ

• ƴǏǎǃǎǊǀ

-

ƴǏǈǌ Ĳǆǌ İǉıĲǏĮĲİǁĮ: 1000 İȺĮǄǄİǊµĮĲǁİǐ ǎįǆǄǎǁ µİ ǆǊǈǉǁĮ 41.27 ± 9.52 ǒǏǗǌǈĮ (ư ± SD) & 1000 ĲǑȺǈǉǎǁ ǎįǆǄǎǁ µİ ǆǊǈǉǁĮ 38.74 ± 12.36 ǒǏǗǌǈĮ (ư ± SD) ƮĮĲƾ Ĳǆ įǈƾǏǉİǈĮ Ĳǆǐ İǉıĲǏĮĲİǁĮǐ: 700 İȺĮǄǄİǊµĮĲǁİǐ ǎįǆǄǎǁ µİ ǆǊǈǉǁĮ 41.15 ± 10.04 ǒǏǗǌǈĮ (ư ± SD) & 799 ĲǑȺǈǉǎǁ ǎįǆǄǎǁ µİ ǆǊǈǉǁĮ 39.4 ± 11.9 ǒǏǗǌǈĮ (ư ± SD)

• ưƿǄİǇǎǐ ǉĮǈ ǆǊǈǉǁĮ įİǁǄμĮĲǎǐ


19

16

6,45

1499 ƮĮĲƾ Ĳǆ įǈƾǏǉİǈĮ

ƴǗıǎ ıǑǒǌƾ Ĳǎǌ ĲİǊİǑĲĮǁǎ µǀǌĮ ƿǒİĲİ ǎįǆǄǀıİǈ, İǌǙ İǁıĲİ ǉǎǑǏĮıµƿǌǎǈ;

ƶĲǎǌ İȺǗµİǌǎ µǀǌĮ , ǗĲĮǌ ǌǈǙıǔ ǉǎǑǏĮıµƿǌǎǐ įİǌ ǇĮ ǎįǆǄǀıǔ ǉĮǇǗǊǎǑ ǀ ǇĮ įǈĮǉǗǓǔ Ĳǎ ĲĮǍǁįǈ µǎǑ

ƣĲĮǌ ǉǎǑǏƾǅǎµĮǈ ǉĮĲƾ Ĳǆ įǈƾǏǉİǈĮ Ĳǆǐ ǎįǀǄǆıǆǐ, Įǉǎǘǔ µǎǑıǈǉǀ

ƣĲĮǌ ǉǎǑǏƾǅǎµĮǈ ǉĮĲƾ Ĳǆ įǈƾǏǉİǈĮ Ĳǆǐ ǎįǀǄǆıǆǐ, ıĲĮµĮĲǙ ǉĮǈ ǍİǉǎǑǏƾǅǎµĮǈ

ưİĲĮǃǊǆĲǀ

1,59

1,37

0,77

1,09

1,6

1,57

SD

1499

2000

1499

2000

1499

2000

1499

2000


2,46

2,99

5,74

5,23

5,0

4,8

6,11

5,59

ư

1,51

1,82

2,15

1,79

1,68

1,77

1,4

1,63

SD

-4,95

-8,22

4,38

t-value

9,32

-7,17

-3,62

-9,89

t-value



ƴǏǈǌ


ƴǏǈǌ


ƴǏǈǌ


ƴǏǈǌ

ưİĲǏǀıİǈǐ




6,24

2000 ƴǏǈǌ

6,49

5,47

5,71

ư

6,76

2000

1499

2000


1499


ƴǏǈǌ


ƴǏǈǌ

ưİĲǏǀıİǈǐ

• ƶǑμȺİǏǈĳǎǏƾ

Ʒǎ ǌĮ ȺǏǎǄǏĮµµĮĲǁǅǔ Ĳǎ ĲĮǍǁįǈ µǎǑ ǃǎǆǇƾİǈ ıĲǆǌ ĮǌĲǈµİĲǙȺǈıǆ Ĳǆǐ ǉǗȺǔıǆǐ

Ʒǎ ǌĮ ıĲĮµĮĲǙ ǉĮǈ ǌĮ ǍİǉǎǑǏƾǅǎµĮǈ ǄǈĮ 15 ǊİȺĲƾ İǁǌĮǈ ǆ ǉĮǊǘĲİǏǆ Ǌǘıǆ ǄǈĮ Ĳǆǌ ǉǗȺǔıǆ

Ʒǎ ǌĮ ȺĮǁǏǌǔ ǉĮǇĮǏǗ ĮƿǏĮ ĮǌǎǁǄǎǌĲĮǐ Ĳǎ ȺĮǏƾǇǑǏǎ µİǈǙǌİǈ ǀ ĮȺǎĲǏƿȺİǈ Ĳǆǌ ǉǗȺǔıǆ ǉĮĲƾ Ĳǆ įǈƾǏǉİǈĮ Ĳǆǐ ǎįǀǄǆıǆǐ

ưİĲĮǃǊǆĲǀ


• ƴİȺǎǈǇǀıİǈǐ:

• īǌǙıǆ: Ʃİǌ ȺĮǏĮĲǆǏǀǇǆǉĮǌ ĮǊǊĮǄƿǐ


0*

0*

0*

0*

P-value

0*

0*

0*

P-value

20

17


• ƶĲĮĲǈıĲǈǉƾ ıǆµĮǌĲǈǉƿǐ įǈĮĳǎǏƿǐ ȺĮǏĮĲǆǏǀǇǆǉĮǌ ıĲǈǐ ǑȺǗǊǎǈȺİǐ ȺĮǏĮµƿĲǏǎǑǐ, µİ Ⱥǈǎ ǈıǒǑǏƿǐ, Ĳǈǐ ȺǏǎǇƿıİǈǐ ǉĮǈ Ĳǈǐ ȺİȺǎǈǇǀıİǈǐ.

• ƶĲǎ ǇƿµĮ Ĳǆǐ ǄǌǙıǆǐ (Ⱥ.ǒ. ĮǈĲǈǙǌ ǉǗȺǔıǆǐ) įİǌ ȺĮǏĮĲǆǏǀǇǆǉĮǌ ĮǍǈǎıǆµİǁǔĲİǐ ĮǊǊĮǄƿǐ, ȺǏǈǌ ǉĮǈ ǉĮĲƾ Ĳǆ įǈƾǏǉİǈĮ Ĳǆǐ İǉıĲǏĮĲİǁĮǐ.

• Ƭ įǈĮǌǎµǀ Ĳǔǌ ĳǑǊǊĮįǁǔǌ ǇİǔǏǀǇǆǉİ Ĳǎ ȺǊƿǎǌ İȺǈĲǑǒǆµƿǌǎ µƿıǎ ȺǏǎǙǇǆıǆǐ Ĳǔǌ µǆǌǑµƾĲǔǌ Ĳǆǐ İǉıĲǏĮĲİǁĮǐ (63%).

• Ƭ İǉıĲǏĮĲİǁĮ ǑǊǎȺǎǈǀǇǆǉİ ıİ ǈǉĮǌǎȺǎǈǆĲǈǉǗ ǃĮǇµǗ ĮȺǗ Ĳǆǌ ȺǊİǑǏƾ Ĳǔǌ įǏĮıĲǆǏǈǎĲǀĲǔǌ ǉĮǈ Ĳǔǌ İǌİǏǄİǈǙǌ ȺǏǎǃǎǊǀǐ Ĳǆǐ.

ƶǑμȺİǏƾıμĮĲĮ

21 ƬμİǏǁįĮ Ƴįǈǉǀǐ ƧıĳƾǊİǈĮǐ, ƨǗǊǎǐ, 22 ưĮƦǎǑ 2009

www.este.civ.uth.gr

ƪƸƹƧƵƭƶƷƻ īƭƧ ƷƬƱ ƴƵƳƶƳƹƬ ƶƧƶ!

22


3.11 - VTI – Sweden

Control beliefs

Intention

•

•


Normative beliefs

•

Strongly disagree

1–2–3–4–5–6–7

Final Conference

Strongly agree

“Driving at 65 km/h is pleasant”

EG:

What an individual believes is the outcome of a potential behaviour

Behavioural beliefs

•

Examples of key variables in predicting behaviour


CAST Final Conference 26-27 January 2009

Sonja Forward, VTI

Theoretical Models that describe and predict road violations Provides structure to describe interrelationships Descriptive and/or explanatory

• •

•

Intention

Control beliefs

Strongly disagree

1–2–3–4–5–6–7

Final Conference

Strongly agree

“What would your family think of you driving at 65 km/hr in an urban area?”

EG:

What an individual believes others think of a potential behaviour

Normative beliefs

Behavioural beliefs


•

•

•

•


Final Conference

Testable (permitting improvement of proposed relationships) Useful as a guide (e.g., to other researchers, to practitioners)

•

Key advantages:

Captures important variables

•

Theoretical model:


•

•

Theoretical models – definition, uses

Intention

Control beliefs

Behaviour Behaviour

Theory of Planned Behaviour

Intention Intention

Strongly disagree

1–2–3–4–5–6–7

Final Conference

Strongly agree

EG: “Driving at 65 km/hr in an urban area is difficult to resist”

How much control an individual believes s/he has in performing a potential behaviour

Normative beliefs

Behavioural beliefs


•

•

•

•

Final Conference

Perceived Perceived behavioural behavioural control control

Subjective Subjective norm norm

Attitude Attitudetoward toward the the behaviour behaviour



Control Controlbeliefs beliefs && perceived perceived facilitation facilitation

Normative Normativebeliefs beliefs && motivation motivationto to comply comply

Behavioural Behaviouralbeliefs beliefs && outcome outcome evaluations evaluations

Example of theory predicting behaviour

Final Conference


Final Conference

or injured another person because I was driving too fast, how could you live with something like that?”

• “I would never forgive myself if I killed

accident... I am always very careful if there are people about”.

• ”I would be afraid of causing an

Attitudes (non-intenders)


•

•

Normative beliefs “Do you believe you will drive at 65 km/hr in an urban area in the coming 3 weeks?” Control beliefs 1–2–3–4–5–6–7 Intention No, not at all Yes, definitely

•

EG:

Behavioural beliefs

•

The individual’s likelihood of performing a given behaviour


Subjective norm

Final Conference


Final Conference

the meter and say, slow down, you’re driving at 65. I feel that they would trust me, yes, first of all they would trust me”.

• ”I don't know if somebody would check

of all if I have passengers I don't believe that they know how fast I drive, and besides, it is not their business”.

• ”I don't think people would object, first


concentrate on the driving which is more dangerous than driving in 65 km/h”.

• “Some people drive in 50 but do not

Final Conference

(-.32)

makes the driving more pleasant (.51) adjust my driving to other drivers (.40) take me to the destination quicker (.32) makes the driving more exciting (.18) accident with other vehicle less likely


(-.29)

Final Conference

• accident with pedestrian less likely

• • • • •

The road has a 50 km/hr speed limit but you are driving at 65 km/hr


heavily if you drive at 65, I usually try to stay within 15 km/hr over the speed limit and not over. It cost twice as much if you drive 70 when it is 50 than if you drive 110 where it is 90”.

• ”If it is 50 then you are fined more

• “It is important to follow the speed of

other traffic which sometimes means breaking the law but I believe that it is more dangerous not to”.

Attitudes (intenders)


.47

R2

Final Conference

ƩR2

56.82

F

Habit

Descriptive norm

•

•

Final Conference

Yes, definitely

1–2–3–4–5–6–7

No, not at all

Perceived threat

EG: “Driving at 65 km/hr in an urban area is something I do without really thinking about it?”

The extent to which a given behaviour is performed by an individual with little recourse to planning/thinking

•


ǃ

.31*** .25*** .26***



A SN PBC

Step

Intention to speed in an urban area

Habit

•


Descriptive norm

Perceived threat

• •

Final Conference

Very often

1–2–3–4–5–6–7

Final Conference

Not at all

EG: “How often do your closest friends drive at 65 km/hr in an urban area?”

The individual’s beliefs with respect to what other people do



• Perceived threat • Habit • Descriptive norm

Other factors worth considering

1–2–3–4–5–6–7

Final Conference

V. little

V. large

EG: “If I drive at 65 km/hr then the risk of being fined is … ”

The perception the individual has of the personal impact of a behaviour


DN

A SN PBC

Step

.51

.47

R2

Final Conference

.040

ƩR2

49.13

56.82

F

-.13***

.31*** .25*** .26***

ǃ



Descriptive norm

•

Perceived threat Habit

•

•


Final Conference


Final Conference

• Understand the target groups needs and expectations • Challenge preconceived ideas • Trustworthy and attractive i.e. live up to expectations

To encourage change


• Increase the perception of negative outcomes • Decrease the perception of positive outcomes • Raise perception that significant others disapprove of the behaviour • Present the behaviour as less normal • Discuss the options available and how to implement them.

Implications – Theory of Planned Behaviour

Final Conference


Final Conference

THANK YOU

•How do we best support people along the change process?

•Whose behaviour are we trying to influence? How do we best communicate our message?

•Which behaviour are we trying to influence? Causes and influences?

• However, theories need to be applied with thought and consideration – they are not simply “recipes” for whipping up a campaign:

• Potential to wisely use limited funds

• Provides motivation and justification for selection of certain methods/messages/targets etc. above others

• Guiding and directing campaign design

• Importance of using theories:

Summary & take-home message



Example of theory explaining change process

Final Conference


Sonja Forward & Peter Loukopoulos

Presentation and discussion of theories and models

Influencing and changing driver behaviour


Need to encourage dissonance so that people no longer believe a behaviour they currently perform is functional

•

cf. pre-contemplation vs. action

Ultimate goal is to encourage the termination of a previous behaviour and encourage performance of a new one

•

Message needs to be tailored to appropriate stage

•

•

Implications – Transtheoretical Model of Change

2008-06-13

2008-06-13

Provides structure to describe interrelationships

Descriptive and/or explanatory

•

•

Useful as a guide (e.g., to other researchers, to practitioners)

•

Control beliefs

•

Intention

Habit

Descriptive

•

•

•

•

Normative beliefs

•

Strongly agree

Strongly disagree

1–2–3–4–5–6–7

EG: “Driving at 130 km/hr on a motorway is norm difficult to resist”

How much control an individual Perceived threat believes s/he has in performing a potential behaviour

Behavioural beliefs


Testable (permitting improvement of proposed relationships)

•

Key advantages:


•

Theoretical model:

•

•

•


5

2

2008-06-13

2008-06-13

•

•

•

•

•

•

•

Descriptive norm

Habit

Intention

Perceived threat

Control beliefs

Normative beliefs

Behavioural beliefs

Strongly disagree

1–2–3–4–5–6–7

V. little

1–2–3–4–5–6–7

V. large

EG: “If I drive at 130 km/hr then the risk of being fined is … ”

The perception the individual has of the personal impact of a behaviour


Strongly agree

Descriptive norm

•


EG:

Habit

Intention

What an individual believes is the Perceived threat outcome of a potential behaviour

Control beliefs

Normative beliefs

Behavioural beliefs

•

•

•

•

•

•


6

3

2008-06-13

2008-06-13

•

•

•

•

•

•

•

•

•

•

•

•

•

•

Strongly agree

EG:

Descriptive norm

Habit

Control beliefs “Do you believe you will drive at 130 km/hr on a motorway in the coming 3 weeks?” Perceived threat 1–2–3–4–5–6–7 Intention No, not at all Yes, definitely

Normative beliefs

Behavioural beliefsa given behaviour

The individual’s likelihood of performing

Strongly disagree

1–2–3–4–5–6–7

“What would your family think of you driving at 130 km/hr on a motorway?”

EG:



Descriptive norm

Habit

Intention

Perceived threat

Control beliefs

Normative beliefs

Behavioural beliefs


7

4

Descriptive norm

•

Yes, definitely

2008-06-13

Campaigns can target intention via attitudes, subjective norms, perceived behavioural control, descriptive norms

•

Not uncommon for people to behave in a way inconsistent with attitudes if norms suggest a certain type of behaviour is acceptable

Ideally should coordinate campaigns so that more than just one factor is addressed

•

Intention influences performance of behaviour (when behaviour is volitional)

• BUT the question as to HOW to communicate message to influence these factors influencing behaviour is unanswered – need to examine theories of persuasion

•

•


2008-06-13

Habit

•

No, not at all

Intention

1–2–3–4–5–6–7

EG: Control beliefs “Driving at 130 km/hr on a motorway is something I do without really thinking Perceived threat about it?”

•

•

•

Normative beliefs

•

recourse to planning/thinking

Behavioural beliefsperformed by an individual with little

•

The extent to which a given behaviour is


11

8

2008-06-13

2008-06-13

Not at all

Very often

1–2–3–4–5–6–7

change/persuasion

Example of theories predicting

Descriptive norm

Habit

Intention

Perceived threat

Control beliefs

what other people do

EG: “How often do your closest friends drive at 130 km/hr on a motorway?”

Normative beliefs

The individual’s beliefs with respect to Behavioural beliefs

• Elaboration Likelihood Model • The Heuristic-Systematic Model • The Associative-Propositional Evaluation Model • The Protection Motivation Model

•

•

•

•

•

•

•


12

9




Behaviour Behaviour


Intention Intention

2008-06-13

•

•

•

motivation, ability, cue type

message source, attractiveness, argument quality

•

consider target group, behaviour etc.

BUT cues should not be deterministically chosen

•

Examples of cues

•

Central vs. Peripheral route; High vs. Low elaboration

Implications – Elaboration-Likelihood Model

2008-06-13




13

10

Example of theory predicting behaviour

2008-06-13

2008-06-13

THANK YOU











17

14

Example of theory explaining change process


Sonja Forward, VTI

messages

Theoretical Models that describe and predict road violations and how they can help in formulating effective

2008-06-13

Need to encourage dissonance so that people no longer believe a behaviour they currently perform is functional

•

cf. pre-contemplation vs. action

Ultimate goal is to encourage the termination of a previous behaviour and encourage performance of a new one

•

Message needs to be tailored to appropriate stage

•

•

Implications – Transtheoretical Model of Change

15

2008-06-13

Whose behaviour are we trying to predict and understand?

• A presentation of VTI • A description of a theoretical model predicting intention to violate • A short presentation of how to formulate a message

Aims

• Whose change process are we trying to assist and influence?

• Who are we trying to persuade to change their behaviour?

•

Three key questions

16

» Models for traffic simulation, vehicle costs, energy use, exhaust emissions

» Road surface monitoring – RST, friction

» Driving simulator

» Road simulator – HVS

» Laboratories for material testing

» Tyre testing facilities

» Crash test track

Technical Resources

www. vti.se

The Swedish National Road and Transport Research Institute

• Violation (intentional behaviour such as speeding and dangerous overtaking)

• Lapses (failing to put in the right gear)

• Error (failure to see an oncoming vehicle )

Human factors

VTI is located in Linköping, Borlänge, Stockholm and Gothenburg.

Organised under the Ministry of Enterprise, Energy and Communications.

» VTI - The Swedish National Road and Transport Research Institute - is an independent research institute within the transport sector.

Economy and Society Traffic Safety Sustainable transport Behavioural factors Man/machine interaction Road Construction Commercial Transport Public Transport Rail bound Traffic Aviation

•

•

Testable (permitting improvement of proposed relationships) Useful as a guide (e.g., to other researchers, to practitioners)

• •

Key advantages:

Descriptive and/or explanatory

Provides structure to describe interrelationships

• •


•

Theoretical model:


• • • • • • • • • •

Research Areas




Normative beliefs

Control beliefs

Intention

•

•

•

Strongly agree

Strongly disagree

1–2–3–4–5–6–7

EG: “Driving at 65 km/hr in an urban area is difficult to resist”

How much control an individual believes s/he has in performing a potential behaviour

Behavioural beliefs

•

Behaviour Behaviour


Intention Intention





Example of a theory predicting behaviour

Intention

•

Strongly agree

Strongly disagree

1–2–3–4–5–6–7


EG:

What an individual believes is the outcome of a potential behaviour

•

•

Normative beliefs “Do you believe you will drive at 65 km/hr in an urban area in the coming 3 weeks?” Control beliefs 1–2–3–4–5–6–7 Intention No, not at all Yes, definitely

•

EG:

Behavioural beliefs

•

The individual’s likelihood of performing a given behaviour


Control beliefs

Normative beliefs

• •

Behavioural beliefs

•


Strongly agree

Strongly disagree

1–2–3–4–5–6–7

“What would your family think of you driving at 65 km/hr in an urban area?”

EG:



Intention

Control beliefs

Normative beliefs

Behavioural beliefs

concentrate on the driving which is more dangerous than driving in 65 km/h”.

• “Some people drive in 50 but do not

other traffic which sometimes means breaking the law but I believe that it is more dangerous not to”.

• “It is important to follow the speed of

•

•

•

•


(-.32)


(-.29)


• • • • •


heavily if you drive at 65, I usually try to stay within 15 km/hr over the speed limit and not over. It cost twice as much if you drive 70 when it is 50 than if you drive 110 where it is 90”.

• ”If it is 50 then you are fined more


• Habit • Descriptive norm

Other factors worth considering

or injured another person because I was driving too fast, how could you live with something like that?”

• “I would never forgive myself if I killed

accident... I am always very careful if there are people about”.

• ”I would be afraid of causing an

Attitudes (non-intenders)

Habit Descriptive norm

• •

No, not at all

Yes, definitely

1–2–3–4–5–6–7

EG: “Driving at 65 km/hr in an urban area is something I do without really thinking about it?”

The extent to which a given behaviour is performed by an individual with little recourse to planning/thinking


the meter and say, slow down, you’re driving at 65. I feel that they would trust me, yes, first of all they would trust me”.

• ”I don't know if somebody would check

of all if I have passengers I don't believe that they know how fast I drive, and besides, it is not their business”.

• ”I don't think people would object, first

Subjective norm

Habit

Descriptive norm

•

•

Not at all

Very often

1–2–3–4–5–6–7

EG: “How often do your closest friends drive at 65 km/hr in an urban area?”

The individual’s beliefs with respect to what other people do


it needs to be appealing (attractive) easy to understand (clear) used repeatedly (consistent), believed by the audience (credible), able to generate change (persuasive) it needs to focus on an actual problem (relevant). • the alternative presented should be possible to achieve (trustworthy)

• • • • • •

Seven elements to develop an effective message

• Increase the perception of negative outcomes • Decrease the perception of positive outcomes • Raise perception that significant others disapprove of the behaviour • Present the behaviour as less normal • Discuss the options available and how to implement them.


• Understand the target groups needs and expectations • Challenge preconceived ideas • Make the audience dissatisfied with their own views • Convince them that their own attitudes are redundant and that the one presented is better

To encourage change

The message execution strategy “how it will be said”

Traffic accidents in Morocco : Scope of the problem, Mohamed Benjelloune, Head of Division, National Road Administration; Statistics of Traffic Accidents in Algeria, EL HACHMI BOUTALBI, Director of National Centre of Prevention from Traffic Accident; Statistics of Traffic Accidents in Libya, Clt ALI LOTFI JARBI, Head of Traffic Department of Tripoli;

x

x

x

Urgent Integrated and Strategic Plan of Road safety 2008-2010, Mohammed METOUI, Head of Studies Division, Direction of Road Transports and Road safety, Morocco; Strategy of Road Safety in Tunisia, Clt FAICAL LAKHMARI, Observatory of Traffic Safety ; Strategy of Road Safety in Algeria, Messaoud Nacer Taher, Ministry of Transport ;

Chairman of the session: EL HACHMI BOUTALBI, Director of National Centre of Prevention from Traffic Accident (Algeria) Reporter: Messaoud Nacer Taher (Algeria)

11: 45: The Second axis: Traffic Safety and Road Prevention: Strategic plans

x

x

x

Chairman of the session: Clt FAICAL LAKHMARI, Observatory of Traffic Safety in Tunisia Reporter: RIAD DEBBOU, Executive Director of AROSO

10: 15: Break. 10: 30: First axis: The Assessment of Traffic Accidents and the Socioeconomic Effects

8: 00: Reception and registration of the participants. 9: 00: Official Opening: - Opening speech of the Minister of Equipment and Transports; - Speech of the General Secretary of the UMA; - Speech of the President of the Arabic Organization of Road Safety ( AROSO); - Speech of the President of the International Road Safety Organisation (PRI); - Word of the Steering Committee.

Wednesday, February 18th, 2009

(Preliminary Program)

under the subject " The role of the policies of prevention facing road violence " in partnership with the International Road Safety Organisation (PRI)

FIRST MAGHREBIAN SEMINAR ON ROAD PREVENTION AND TRAFFIC SAFETY

The Kingdom of Morocco Ministry of Equipment and Transports National Committee of Prevention from Traffic Accidents










Strategic and Global Communication Plan of CNPAC in Morocco, Ahmed ELAKED, Head of Road Education Service ; Experience of The Emirates Traffic Safety Association ( ETSS), Clt Hassan Ahmed Al Houssani, UAE; Experience of Road Friends Association In Mecca, Dr Intissar Filembane, Kingdom of Saoudia Arabia ; NGO’s and Road Safety in Morocco, Abdehay Raiss, Chairman of National Federation of Road Safety associations ; Experience of Tunisian Association of Road Safety, Mouhcine BELARBI, Tunisia

9 : 00 : the Fourth axis : Studies and Scientific Research in the Field of Road Safety : Chairman of the session: AL MOSTAFA OULD ALMOKHTAR, Director of Road Safety (Mauritania) Reporter: Sheik Ould Tourad (Mauritania)

Thursday, February 19th, 2008

17: 15: Discussion 17: 40 : Closing of the first day

16: 15: Coffee break 16: 30: Continuation of the presentations x The Role of NGO’s to prevent Traffic Accidents, Aissa Kasmi, Chairman of Algerian Association of Road Safety ; x Road Safety in Underdevelopment Context, Sheik Ould Tourad, Chairman of Mauritanian Association of Prevention from Traffic Accidents ; x Experience of ASSALAMA Association to prevention Traffic accident in Libya, Abd Al BARI ATTARBAL.

x

x

x

x

x

Chairman of the session: Clt Eng. TAHAR ABOU KACEM MAHMOUDI, Libya Reporter: Dr Ali Lotfi Jarbi

15: 00: The Third axis: Communication and Road Education and the Role of NGO’s

x

Strategy of Traffic Accidents in Libya : Clt Engineer Tahar Abou Kacem MAHMOUDI ; Strategy of Road Safety in Mauritania : AL MOSTAFA OULD ALMOKHTAR, Director of Road Safety; 13: 00: Discussion. 13: 30: Lunch.

x

www.cast-eu.org

For more information visit:

Aim: Contribute to increasing the efficiency of road safety campaigns. campaigns

16 : 30 : Closing ceremony. Chairman of the session: Azzeddine CHRAIBI, Permanent Secretary of CNPAC (Morocco) 9 General report, Benaceur BOULAAJOUL; 9 Recommendations, Ladiki El Mostafa.

15 : 45 : Discussion . 16 :15 : Coffee Break.

9 French experience (to be confirmed) ; 9 Dutch experience (Willem Gielingh, Dutch Association of Road Safety); 9 Swedish experience, Hans Yngve-Berg, National Road Administration; 9 The International Road Safety Organisation(PRI), Joop Goos, PRI President ; 9 Management of Traffic Safety at United Nations System, Robert Trotein, Chairman of Laser Europe.

14 : 30 : The Fifth axis : International Experiences : polities of Road Safety Chairman of the session: Azzeddine CHRAIBI, Permanent Secretary of CNPAC (Morocco) Reporter: Abdelhamid Janati, Head of Division, National Road Administration (Morocco)

11 : 15 : Discussion. 12 : 15 : Lunch.

9 Moroccan experience in Research and Development in road safety field, case of CNPAC, Benaceur BOULAAJOUL, Head of Division of Studies and Information Systems ; 9 Abdelouhab Mahjoub, Pr Psychologist in Communication Institute in Tunisia (the title to be confirmed); 9 Comparative study to evaluate Traffic accidents situation in North Africa, Clt Dr ACHOUR CHOUAIL, Head of Traffic Department of BENGHAZI, Libya; 10 :15 : Coffee break 10 :30 : continuation of the presentations. 9 Research and Development in Road Safety, 25 years of research in INRETS, Eng. Mouloud Haddak ; 9 Experience of IBSR ( to be confirmed ); 9 VTI experience in Research and Development in Road Safety, Sonja Forward, VTI, Sweden (title to be confirmed).

• Beskriver beteendet • Predicerar beteendet • Presenterar en struktur samt beskriver sambandet mellan de olika faktorerna • Kan testas empiriskt • Resultaten kan replikeras

En teori

Azzeddine CHRAIBI Benaceur BOULAAJOUL El Mostafa LADIKI Abdelhamid JANATI Ouafae IDRISSI KAITOUNI Ahmed El AKED Ahmed BARDAN Abdessadek MAAFA Nourredine AHRA El Mostafa NASSIR Hicham DIOURI Khalid MOSTAFA

Steering Committee :

17 : 15 : End of the seminar.

Föreställning av kontroll och upplevda resurser

Föreställning om normen och viljan till anpassning

Föreställning om beteendet och värdering av effekt

Upplevd kontroll av beteendet

Subjektiv norm

Attityd till beteendet

Intention

Beteende

Theory of planned behaviour

VarfSkäl ör bryter man mot regler i till onykter körning trafiken som är där för att skydda individen från fara?

Kontroll

•

Intention

Norm

• •

Attityd

•

Håller inte med

1–2–3–4–5–6–7 Håller helt med

“Att köra i 65 km/tim är angenämt”

Exempel på frågor

• Error • Lapses • Violations

Mänskliga felhandlingar

•

Attityd Norm Kontroll Intention

Deskriptiv norm

• • • •

1–2–3–4–5–6–7 Håller inte Håller med helt med

“Din partner kör i 65 km/tim”

Håller helt med

A SN PBC DN

Steg

.47 .51

R2

.04

ǻR2

56.82 49.13

F

Steg I Steg 2 ȕ ȕ .33*** .31*** .30*** .25** .26*** .26*** .13*

Fortkörning i tätbebyggt område


1–2–3–4–5–6–7 Håller inte med

Attityd Norm Kontroll Intention “Att köra I 65 km/tim är svårt att motstå”

• • • •

Exempel på frågor

“Din partner accepterar att du kör i 65 km/tim”

Exempel på frågor


“Inom de närmaste tre veckorna kommer du att köra I 65 km/tim”

Den “osäkra” föraren


• Underskattar sin egen men inte andras olycksrisk

• Tar risker om det anses vara säkert

• Anser att överträdelser leder till positiva resultat

• • • •

Exempel på frågor

• • • •

46 % Välanpassade 22 % Thrill-seekers 19 % Fientliga 12 % Avvikande

Högrisk förare

• Anser att en tekniskt körskicklig förare också är en säker förare

• Överskattar sin egen körförmåga


• • • • • •

Funderar inte (precontemplation) Har börjat att fundera (contemplation) Har gjort vissa förberedelser (preparation) Agerar (action) Vidmakthållande (maintenance) Avslutning (termination)

Förändringsprocessen

• Upplever att beteendet är normalt

• Anser att viktiga personer i dess omgivning godkänner regelbrott i trafiken


4) attraktiv

3) trovärdig

2) tydlig och klar

1) otillfredsställelse

FYRA VILLKOR

• Förklarar ungefär 10-15% av riskfylld körning.

• Korrelationen runt .30

Sensationssökare

» Error (misstag) » Lapses (rutinfel) » Violations (medvetna felhandlingar)


• Fokusera mer på positiva attityder • Skapa dissonans • Deskriptiv norm – framställa det goda som normalt • Subjektiv norm – behovet av gruppstöd

Tillämpning

»

»

»

resulterar i ett förutsägbart beteende som kan observeras

är relativt varaktig men inte oföränderlig

beskriver ett förhållningssätt snarare än själva beteendet

Bakomliggande faktorer som förklarar beteendet Attityd

» Subjektiv norm » Deskriptiv norm » Personlig norm » Upplevd känsla av kontroll

Andra viktiga faktorer

Attityder och mäkörning nskliga Skäl till onykter felhandlingar

” Jag skulle aldrig förlåta mig själv om jag dödade eller skadade en annan person .. Hur skulle man kunna leva med det?”

Har inte för avsikt att bryta mot reglerna

Etablera målgruppens; » Föreställningar » Självbild » Deras bild av andra

Mottagaren

”Jag skulle vara rädd för att orsaka en olycka … Jag är alltid väldigt försiktig om det finns människor vid vägen”


» Anser att överträdelser leder till positiva resultat


» Underskattar sin egen men inte andras olycksrisk

» Tar risker om det anses vara säkert


“Det är viktigt att följa trafikrytmen vilket ibland betyder att man bryter mot reglerna, det är farligare att låta bli”

Har för avsikt att bryta mot reglerna

» Förklarar ungefär 10-15% av riskfylld körning.

» Korrelationen runt .30

Sensationssökare

“En del kör i 50 men de koncentrerar sig inte på bilkörningen vilket är farligare än att köra i 65 km/tim”


» 46 % Välanpassade » 22 % Thrill-seekers » 19 % Fientliga » 12 % Avvikande

Högrisk förare

» Anser att en tekniskt körskicklig förare också är en säker förare

» Överskattar sin egen körförmåga


» Funderar inte (precontemplation) » Har börjat att fundera (contemplation) » Har gjort vissa förberedelser (preparation) » Agerar (action) » Vidmakthållande (maintenance) » Avslutning (termination)


» Upplever att beteendet är normalt

» Anser att viktiga personer i dess omgivning godkänner regelbrott i trafiken


» Större chans att jag ”köper” budskapet om det ger mig något jag vill ha

Budskapet - Attraktivt

4) attraktiv

3) trovärdig

2) tydlig och klar


FYRA VILLKOR

» Upplevs som lik en själv och förtroendeingivande

Avsändaren - Attraktiv

» Budskapet skall vara möjligt att genomföra

Budskapet - Trovärdigt

» Har övervärderats » Kan vara effektiv om budskapet även innehåller sätt att undvika situationen annars förkastligt » Humor kan få en bättre effekt

Budskapet - Skrämsel?

» Ökar om avsändarens syfte är genuint och inte i eget intresse

Avsändaren - Trovärdighet

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» Definiera problemet » Analysera målgruppens motiv bakom handlingen » Fokusera mer på positiva attityder » Skapa dissonans » Framställa det goda som normalt » Testa budskapet innan det lanseras

Sammanfattning

Sonja Forward Statens väg och transportforskningsinstitut (VTI)

Attityder oförsiktiga förare i Skäl och till onykter körning trafiken

(Felhandlingar mäts med hjälp av Driver behaviour questionnaire – DBQ se Reason, Manstead, Stradling, Baxter & Campbell, 1990. Gruppen violators är de som är mest involverad I trafikolyckor).



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Intention

Beteende








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Faktorer


» Definiera problemet » Analysera målgruppens motiv bakom handlingen » Fokusera mer på positiva attityder » Framställa det goda som normalt » Testa budskapet innan det lanseras » Utvärdera åtgärden

Sammanfattning




www.cast-eu.org

För mer information besök:


4) attraktiv

3) trovärdig

2) tydlig och klar


FYRA VILLKOR

» Reason, J., Manstead, A., Stradling, S., Baxter, J., & Campbell, K. (1990). Errors and violations on the roads: A real distinction? Ergonomics, 33, 1315-1332.

» Forward, S. E. & Lewin, C. (2006). Medvetna felhandlingar i trafiken: En litteraturundersökning. Rapport 534, VTI, Linköping; Sweden. www.vti.se

» Ajzen, I. (1991). The theory of planned behaviour. Organizational Behaviour and Human Decision Processes, 50, 179-211.

Övriga referenser

» Har övervärderats » Kan vara effektiv om budskapet även innehåller sätt att undvika situationen annars förkastligt » Humor kan få en bättre effekt

Budskapet - Skrämsel?

VarfSkäl ör bryter man mot regler i till onykter körning trafiken som är där för att skydda individen från fara? • Error • Lapses • Violations


RIT200903:128

Försändelsen är utsänd med stöd av uppgifter ur Hälso- och Sjukvårdens Adressregister, HSAR, av Novartis Sverige AB, som är anslutet till Integritetsskyddsprogrammet för HSAR. Ytterligare information erhålls av Cegedim AB, tfn 08-633 76 80.

Arrangemanget genomförs med ekonomiskt stöd av Novartis Sverige AB.

Leg.PsykologHenrikHindmarsh LänspsykatrisktCentrum,LasarettetiMotala

Hjärtligt välkommen!

Middag

17.00

Kurt Johansson

Kurt Johansson

Alla

Ersättare till Kerstin Malmberg: Maria Nilsson Markhed

Peder Rasmussen

Sonja Forward

Katarina Frank

Kurt Johansson

En teori • Beskriver beteendet • Predicerar beteendet • Presenterar en struktur samt beskriver sambandet mellan de olika faktorerna • Kan testas empiriskt • Resultaten kan replikeras

RIT200903:128

Kurt Johansson, Trafikmedicinskt Centrum, Karolinska Universitetssjukhuset, Huddinge Katarina Frank, neuropsykolog Sunderby sjukhus Luleå Sonja Forward, forskare Statens väg- och transportforskningsinstitut Peder Rasmussen, docent och överläkare barnneuropsykiatriska kliniken Drottning Silvias Barnsjukhus Kerstin Malmberg, barn- och ungdomspsykiatrin i Skärholmen, Stockholm.

Föreläsare

Paneldiskussion

Avslutning

16.50

Guidelines och tillgänglig farmakologisk behandling

16.00

16.30

Vad man vet om bilkörning för personer med neuropsykiatriska funktionsnedsättningar.

Kaffe

Varför utsätter vi oss för risker i trafiken trots att vi ständigt blir påminda om att olyckor sker?

Attityder och oförsiktiga förare i trafiken.

15.20

14.50

14.20

Ev. frågor kan besvaras av Henrik Hindmarsh, [email protected] 0141-78393 eller Martin Lehmann, [email protected] 0708-893380.

Även psykologer, sjuksköterskor och arbetsterapeuter som är med och handlägger patienter med ADHD är välkomna.

Formalia runt körkort och körkortstillstånd samt resultat från körkortsmedicinska utredningar av ADHD/Aspergers syndrom vid Trafikmedicinskt Centrum.

13.10

Utredning av kognitiva funktioner och bilkörning Neuropsykologiska metoder.

Introduktion

13.00

13.50

Onsdagen den 6 maj 2009

Tid

Lunch

12.00

Program

Seminarieledare är överläkare Kurt Johansson vid Trafikmedicinskt Centrum, Karolinska Universitetssjukhuset, Huddinge.

Besked om deltagande kan lämnas på medföljande svarskort, som skickas portofritt eller faxas på 08-732 25 06. Vi vore tacksamma om vi kunde få ert svar snarast möjligt, dock senast den 24 april. Glöm inte ange om ni vill ha lunch och / eller middag. Vid stort svarsantal har Nationella ADHD-nätverkets medlemmar förtur.

Elite Grand Hotel, Norrköping För vägbeskrivning gå in på www.elite.se

Plats

Neuropsykiatriska länsteamet i Östergötland bjuder in till Nationella ADHD-nätverkets vårseminarium 2009.

Välkomna till Nationella ADHD-nätverkets vårseminarium 2009 med temat Körkortsfrågan - trafikmedicin och neuropsykiatri

• • • •


Subjektiv norm


Intention

Beteende


“Att köra I 65 km/tim är svårt att motstå”

Exempel på frågor






• • • •

Kontroll

•


Håller inte med

1–2–3–4–5–6–7 Håller helt med

“Att köra i 65 km/tim är angenämt”


“Inom de närmaste tre veckorna kommer du att köra I 65 km/tim”

Exempel på frågor

Intention

Norm

• •

Attityd

•

Exempel på frågor

•


Deskriptiv norm

• • • •

Håller helt med


“Din partner kör i 65 km/tim”

1–2–3–4–5–6–7 Håller inte med

“Din partner accepterar att du kör i 65 km/tim”

Exempel på frågor

.47

R2

56.82

F

.33*** .30*** .26***

ȕ

• Underskattar sin egen men inte andras olycksrisk

• Tar risker om det anses vara säkert

• Anser att överträdelser leder till positiva resultat


A SN PBC

Faktorer


.51

DN

.04

ǻR2

49.13

56.82

F .33*** .30*** .26***

Steg I ȕ

.13*

.31*** .25** .26***

Steg 2 ȕ

• Anser att en tekniskt körskicklig förare också är en säker förare

• Överskattar sin egen körförmåga


.47

R2

A SN PBC

Faktorer


• Upplever att beteendet är normalt

• Anser att viktiga personer i dess omgivning godkänner regelbrott i trafiken


Bilkörningen blir mera angenäm (.51) Anpassar mig bättre till övrig trafik (.40) Kommer dit jag vill fortare (.32) Bilkörningen blir mera spännande (.18) En olycka med ett annat fordon mindre troligt (-.32) • En olycka med en fotgängare mindre troligt (-.29)

• • • • •

Indirekta mått på attityd

• • • • • •

• • • •

Funderar inte (precontemplation) Har börjat att fundera (contemplation) Har gjort vissa förberedelser (preparation) Agerar (action) Vidmakthållande (maintenance) Avslutning (termination)


46 % Välanpassade 22 % Thrill-seekers 19 % Fientliga 12 % Avvikande

Högrisk förare

4) attraktiv

3) trovärdig

2) tydlig och klar


FYRA VILLKOR

• Förklarar ungefär 10-15% av riskfylld körning.

• Korrelationen runt .30

Sensationssökare

• Fokusera mer på positiva attityder • Skapa dissonans • Deskriptiv norm – framställa det goda som normalt • Subjektiv norm – behovet av gruppstöd

Tillämpning

Stage of change

Ajzen, I. (1991). The theory of planned behaviour. Organizational Behaviour and Human Decision Processes, 50, 179-211. Delhomme, P., et al. (2009). Manual for Designing, Implementing, and Evaluating Road Safety Communication Campaigns. In Delhomme, P., De Dobbeleer, W., Forward, S. and Simões, S. (Eds.). Cast Project. Belgian Road Safety Institute (IBSR-BIVV), Brussels. Forward, S. E. (2008). Driving Violations: Investigating Forms of Irrational Rationality. Doctoral thesis. Uppsala University, Department of Psychology. Reason, J., Manstead, A., Stradling, S., Baxter, J., & Campbell, K. (1990). Errors and violations on the roads: A real distinction? Ergonomics, 33, 1315-1332. Prochaska, J. O. & DiClemente, C. C. (1983). Stages and processes of self-change of smoking: Toward an integrative model of change. Journal of Consulting and Clinical Psychology, 51, 390-395.

Sonja Forward (VTI)

Skäl onykter körning Attityder ochtillMedvetna felhandlingar i trafiken

•

•

•

•

•

Referenser

www.kvinnoritransportpolitiken.se



Organisationsnummer 802412-2528 c/o Gunlög Stjerna, Landeryd Trädgårdstorps gård, 585 93 LINKÖPING. Tel: 013-15 91 57, 070-640 51 28.

Nätverket Kvinnor i transportpolitiken

Gunlög Stjerna Sekreterare i Nätverket för kvinnor i transportpolitiken

Nätverkets syfte är att bidra till att det sjätte transportpolitiska delmålet om jämställdhet i transportpolitiken blir verklighet. Men minst lika viktigt är att fungerar som en mötesplats för information och diskussioner om det som de flesta av oss sysslar med dagligen – trafik och transporter.

Anmälan senast den 15 maj till [email protected] Om du inte får bekräftelse på ditt mail, skicka anmälan till [email protected] Uppdateringen av Nätverkets hemsida (www.kvinnoritransportpolitiken.se) har tidvis inneburit störningar i mail-trafiken.

Efter inledningarna frågor och diskussion. Kl 18:30 gemensam förtäring i restaurang Strömmen (självkostnad).

Attityder och medvetna felhandlingar i trafiken Sonja Forward, forskare på VTI, berättar om sin doktorsavhandling.

Framtidens kollektivtrafik i Malmö stad Linda Herrström, Gatukontoret i Malmö.

Program

Tisdagen den 19 maj kl 17.00-18.30 Lokal: Riksdagshuset

Välkommen till träff med kvinnor i Trafikutskottet från rödgröna laget Möt utskottets nya ordförande Lena Hallengren (S)

Till Nätverkets medlemmar


resulterar i ett förutsägbart beteende som kan observeras

är relativt varaktig men inte oföränderlig

beskriver ett förhållningssätt snarare än själva beteendet


»

»

»

Bakomliggande faktorer som förklarar beteendet Attityd

“Det är viktigt att följa trafikrytmen vilket ibland betyder att man bryter mot reglerna, det är farligare att låta bli”


» Subjektiv norm » Deskriptiv norm » Personlig norm » Upplevd känsla av kontroll

Andra viktiga faktorer

” Jag skulle aldrig förlåta mig själv om jag dödade eller skadade en annan person .. Hur skulle man kunna leva med det?”


Etablera målgruppens; » Föreställningar » Självbild » Deras bild av andra

Mottagaren




”Jag skulle vara rädd för att orsaka en olycka … Jag är alltid väldigt försiktig om det finns människor vid vägen”








Ägnar sig åt många riskfyllda aktiviteter Beteendet har förmodligen en biologisk orsak eftersom sensationssökaren behöver högre stimulansnivåer för att reagera jämfört med andra.

Sensationssökare

“En del kör i 50 men de koncentrerar sig inte på bilkörningen vilket är farligare än att köra i 65 km/tim”


221 studier (vissa med och andra utan kontroll grupp)

CAST – Meta analys

Två huvudgrupper: 1. Begår medvetna fel i trafiken då detta anses vara säkert 2. En mindre grupp söker risker

Sammanfattning

» Bältesanvändning ökade med 25% » Hastighet och övervakning 16% » Alkohol – ingen effekt

Resultat -beteende

» 6 % minskning av olyckor rent allmänt » Säkerhetsbälte -8% » Hastighet ingen effekt » Alkohol -20%

Resultat - olyckor

Sonja Forward Statens väg och transportforskningsinstitut (VTI)

Kampanjer: från en metaSkäl tillResultat onykter körning analys

Writing the Final Report

Completing the Evaluation and Drawing Conclusions

Conducting the Before-Period Evaluation and Implementing the Campaign

Designing the Campaign and the Evaluation

Analysing the Situation

Getting Started

» Alkohol relaterade teman » Kort tidsperiod (dvs. <= 200 dagar) » En kombination av källor (TV, radio, and tidningar) » Kombinerad med ökad övervakning

Faktorer som fick en positiv effekt på olyckor

» Definiera problemet » Använd en etablerad teori » Analysera målgruppens motiv bakom handlingen » Testa budskapet och dess placering innan det lanseras » Utvärdera åtgärden

Sammanfattning

Ett teoretiskt angreppssätt: Gadget och Elliot god effekt, enligt Gadget: » Kampanjer baserad på en teori 20.1% reducering av olyckor » Utan teori 3.5%

» Cast’s resultat överensstämmer väl med INFOEFFEKT, GADGET och Elliott

Andra meta analyser

www.cast-eu.org

För mer information besök:


4) attraktiv

3) trovärdig

2) tydlig och klar


FYRA VILLKOR

(Prof. Renge)


Sonja Forward, VTI

messages


Science, Japan

Kazuko Okamura, Ritsu Kosuge and Goro Fujita, National Research Institute of Police

7) Accident involvement of older drivers from the perspective of low mileage bias.

Republic of Korea

Sun Jin Park, Hye Ran Jang, Hun Hwa Song and Soon Chul Lee, Chungbuk University,

6)Mobility and quality of life in elderly drivers.

Sweden

Tania Dukic, L. Levin and B. Peters, Swedish Road and Transport Research Institute,

5)Elderly, transportation and society: design, mobility and education

(20 minutes for presentation, 5 minutes for discussion in each presentation)

3:10pm Second session of oral presentation

2:50pm Coffee Break

Kati Hernetkoski, Esko Keskinen & Inkeri Parkkari, University of Turku, Finland

4)Driver suicides in Finland 1974-2006

Sirkku Laapotti and Esko Keskinen, University of Turku, Finland

3)Alcohol and medicine usage in fatal motor vehicle accidents in Finland.

Sonia E. Forward, Swedish Road and Transport Research Institute, Sweden

formulating effective messages.

2)Theoretical Models that describe and predict road violations and how they can help in

Truls Vaa, Institute of Transport Economics, Norway

effects of Intelligent Transport Systems.

1)Modelling driver behaviour model based on emotions and feelings: predicting

(20 minutes for presentation, 5 minutes for discussion in each presentation)

1:10pm First session of oral presentations

1:00pm Welcoming Speech

12. June 2009, 1:00pm ದ 5:00pm

Program of the Symposium (oral presentations)

13. June 2009, 1:30pm ದ 4:30pm (poster presentations)

12. June 2009, 1:00pm ದ 5:00pm (oral presentations)

Conference Room of 50th Memorial Hall

University of the Ryukyus, Okinawa, Japan

The 4th Japanese-Nordic Symposium of Traffic Psychology

(Prof. Keskinen)

Ogawa & Hiro Ota, Tohoku Institute of Technology, Japan

Kazumi Renge, Tezukayama University, Marehiro Mukai, Chukyo University, Kazuhisa

Effectiveness of driver training for the elderly based on coaching method.

Shizue Izumi, Gou Shigemori, and Yuichiro Tsuru, Oita University, Japan

bicycle riders: 25 years of follow-up.

Effects of generation on the risk of traffic accidents in the adult Japanese pedestrians and

Republic of Korea

Ju Seok Oh, Yoon Sook Hwang, Bong Ki Hwang & Soon Chul Lee, Chungbuk University,

negative emotional state -

The effect of workload on professional drivers' subjective fatigue - the mediating effects of

Katsuya Matsunaga, Kyushu Sangyo University, Japan

Kazuhisa Ogawa, Tohoku Institute of Technology, Japan

Safety education for enriching students’ personal resources.

Two functions in driver’s safety ability - risk compensation and safety dependence-

Masabumi Tokoro, Kokushikan University, Japan

Human factors

Hiro Ota, Tohoku Institute of Technology, Japan, Esko Keskinen & Martti Peraaho,

Is self-assessment among primary-level of demented drivers reliable?

Shunji Taniguchi, Sugiyama Jogakuen University, Japan




9)

8)

7) The new mobility system for elderly people in rural areas in Japan

6)

safe driving : a review.

5) On the method of measurement of degree of safe driving and the method of education for

Tsuneo Matuura, Jissen Womenಬs University, Japan

4) When does the traffic accident happen in a trip?

3)

2)

1)

13. June 2009, 1:30pm ದ 4:30pm

Program of the Symposium (poster presentations)

13. June 2009, 11:00am ದ 12:00am

Keynote Speech by Prof. Keskinen (Finland)

7:00pm Welcome party

5:00pm Closing of the Symposium (oral presentation)

4:50pm Closing Address

Lammi, A., Laapotti, S., Hernetkoski, K., Katila, A. & Keskinen, E.

8) Moped driving in Finland ದ possibilities and threats.

University of Turku, Finland

•

Captures important variables Provides structure to describe interrelationships Descriptive and/or explanatory

• • •

Theoretical model:


6:30pm Conference party

74th Conference of Japanese Association of Traffic Psychology.

The poster presentations of the symposium will be executed with other poster presentations of the

Behaviour Behaviour


Intention Intention

Overestimate their own driving skills

Believe that a driver who can master the car is also a safe driver

Underestimate their own accident risk

Believe that the consequences of the act is of benefit to themselves

•

•

•

Violators´ beliefs




•





.26

• Violators wants to comply with these norms

• Believe that people important to themselves accept traffic violations

Violators´ subjective norms

Note. p<=.001

PBC

.30

ȕ

SN 56.82

¨F .33

.47

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A

Predictor


(-.32)


• Low ability a reason for violations

Perceived behavioural control

(-.29)


• • • • •


• Increase the perception of negative outcomes • Decrease the perception of positive outcomes • Raise perception that significant others disapprove of the behaviour • Discuss the options available and how to implement them.



To encourage change

Stage of change

Potential to wisely use limited funds

• •

Which behaviour are we trying to influence? Whose behaviour are we trying to influence? How do we best communicate our message? How do we best support people along the change process?

• • •

Should be considered:

Guiding and directing campaign design Provides motivation and justification for selection of certain methods/messages/targets etc. above others

•

Importance of using theories:






Human factors

www.cast-eu.org



•


• • •

Theoretical model:








Behaviour Behaviour


Intention Intention


11th PRI World Congress 2009. Young people and innovative road safety solutions. 24-26 June, Rotterdam, The Netherlands

Sonja Forward, VTI

Predicting unsafe driving behaviours amongst young adults

.13*

Sex

Rate themselves as skilled as older drivers



Seek thrill from driving

Overestimate their own capacity

•

•

•

•

•

High violators´ beliefs

Note. *=p<=.01; all other p<=.001;

.16

Control

39.82

.22

PBC

41.7

.13*

ȕ

SN

¨F

.33

¨R2

A

Predictor

Intention to speed in a rural area

better adjusted

quicker

enjoyable pleasant

fined

accident

loose control over car



High violators´ subjective norms

1

2

3

4

5

6

7

Young vs. older driver

Old

Young

• More likely to violate if stressed and/or angry

• It is easy to violate

High violators´ perceived behavioural control

• makes the driving more pleasant (.43) • adjust their own driving to other drivers (.38) • makes the driving more enjoyable (.34) • less likely to be fined (-.33) • accident with an other vehicle less likely (-.31) • less likely to loose control over the car (-.29) • get to the destination quicker (.18)

Correlation with intention to speed in a rural area


To encourage change


www.cast-eu.org



• Young girls influenced by both male and female role models

• Young boys more influenced by a role model who behave like a typical male

Source







Behaviour Behaviour


Intention Intention



Sonja Forward, VTI

messages


Note. p<=.001

PBC

.26

.30

ȕ

SN 56.82

¨F

.33

.47

¨R2

A

Predictor





Human factors


• • •

Theoretical model:

(-.32)


(-.29)


• • • • •


•




Believe that the consequences of the act is of benefit to themselves

•

•

•

• Increase the perception of negative outcomes • Decrease the perception of positive outcomes • Raise perception that significant others disapprove of the behaviour • Discuss the options available and how to implement them


Overestimate their own driving skills

•

Violators´ beliefs

The Transtheoretical model



Violators´ subjective norms

ec Pr

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5

10

15

20

25

30

35

40

45

50

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Before After

Swedish Bicycle Helmet Wearing Campaign

• Low ability a reason for violations

Perceived behavioural control

%


To encourage change


Potential to wisely use limited funds

• •

Which behaviour are we trying to influence? Whose behaviour are we trying to influence? How do we best communicate our message? How do we best support people along the change process?

• • •

Should be considered:

Guiding and directing campaign design Provides motivation and justification for selection of certain methods/messages/targets etc. above others

•

Importance of using theories:


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it needs to be appealing (attractive) easy to understand (clear) used repeatedly (consistent), believed by the audience (credible), able to generate change (persuasive) it needs to focus on an actual problem (relevant). • the alternative presented should be possible to achieve (trustworthy)

• • • • • •

Seven elements to develop an effective message

Relacions

Rentabilitat vs. efectivitat dels mitjans publicitaris Philipp Furst, director general de Zenithmedia a Barcelona

12.20 h – 12.45 h

14.00 h – 14.15 h

Jordi Turi Àngel

Frias Tollesson López

La Jornada

Conclusions i cloenda Josep Pérez Moya, director del Servei Català de Trànsit

13.45 h – 14.00 h Precs i preguntes

ImaginaTandemBassatSCPF- Màrius Zorrilla

Taula rodona: Validesa de les campanyes de trànsit. Serveixen per a alguna cosa? Directors creatius d’agències que han fet campanyes de seguretat viària

Vianants i motos: dues campanyes a Euskadi amb accions publicitàries de carrer José Miguel Gómez, Gabinet de Premsa del Departament d’Interior del Govern basc

12.00 h – 12.20 h

12.45 h - 13.45 h

50 ANYS DE CAMPANYES DE PREVENCIÓ D’ACCIDENTS DE TRÀNSIT Maria Teresa González, responsable del departament de divulgació de la DGT.

11.30 h – 12.00 h

11.00 h – 11.30 h Pausa - Cafè

Les estratègies en la comunicació viària 10.30 h – 11.00 h Josep M Brugués, professor de Creativitat Corporativa a lÍDEC (Universitat Pompeu Fabra)

AJUDAR LA GENT A FER LES COSES BÉ. 10.00 h – 10.30 h Piet Wulleman, soci i planificador estratègic, Agència publicitària Germaine, Bèlgica.

Models teòrics que descriuen i prediuen les infraccions de trànsit Forward 09.30 h – 10.00 h Sonya Institut Suec d’Investigació en Transport (VTI) Suècia

Acte inaugural 09.15 h – 09.30 h Joan Boada, secretari general d’Interior, Institucionals i Participació

08.30 h – 09.15 h Recepció i acreditacions

Com arribar

Inscripció

Programa


3.12 ISEC








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INRETS Laboratoire de Psychologie de la Conduite 25, allée des marronniers Satory 78 000 Versailles

(le nombre de places étant limité, merci de bien nous communiquer votre courriel pour recevoir une confirmation d’enregistrement)


17h10 Fin

Patricia Delhomme





15h45 Pause café


Maria Pinto





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Comportement intentionnel – road rage

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Comportement non intentionnel – déficiente fixation de la voiture transportée


13h00 Déjeuner



Patricia Delhomme




11h00 Pause café











PROGRAMME



Courrier (n’oubliez pas d’affranchir ce coupon) Courriel en précisant toutes les informations ci-dessous à [email protected]


Denfert-Rochereau




secrétariat : 01 30 84 39 30






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Les actes risqués ont une contribution directe dans 65% des accidents

96% des accidents routiers sont reliés au conducteur

Les actes risqués commis par l’opérateur humain sont responsables par la grande majorité des accidents


Actes risqués


Colloque CAST Paris, 9 Juillet 2009

Rôle des Facteurs Humains dans les Accidents

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Très difficiles à éliminer Résultent de conditions particulières (l’individu et l’environnement) Les accidents résultent de la combinaison de différents facteurs Donc, il faut prévoir une combinaison de mesures




- L’application de cette compréhension à la situation en jeu (conduite automobile).

- La compréhension et la prévisibilité des capacités et limitations humaines,

Le domaine scientifique qui, ayant en vue l’optimisation des IHM, concerne principalement:

L’ensemble des facteurs qui déterminent la performance d’une tâche (IHM), en tant que mode opératoire et résultat;

Facteurs Humains – de quoi on parle?

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Campagnes



– Les conséquences, qui couvrent une diversité de cas (de l’inconvenance banal à la perte de vies et biens.

– Le timing, qui est le moment auquel les ingrédients causaux se combinent pour dépasser toutes les défenses du système;

Au véhicule (défaillances techniques);

À l’environnement (conditions latentes du système),

Au comportement individuel, à l’état du conducteur et son activité (distraction, fatigue, alcool ou drogues, erreurs, violations, etc.),

– Les ingrédients causaux, qui sont latents et peuvent être reliés


Composantes essentielles des accidents

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Colloque CAST

Le contrôle routier a toujours porté sur le comportement du conducteurs mais la recherche en Facteurs Humains a montré que le comportement est surtout orienté par les caractéristiques de l’environnement.

L’approche centrée sur le système assume que l’humain est faillible et que les erreurs sont la conséquence inévitable des conditions inadéquates qui résident à l’intérieur du système.

Dans une approche centrée sur le système, les erreurs commises par l’opérateur humain sont considérés en conjonction avec le rôle des différentes conditions latentes qui résident à l’intérieur du système.

La recherche sur l’erreur humaine a depuis toujours suivi une approche centrée sur le sujet.


Une approche systémique pour un système routier tolérant à l’erreur


ņ Actions visant des changements de comportement (campagnes).

ņ Dissémination d’information, de connaissances relatives à des comportements de risque et aux limites des capacités fonctionnelles humaines,

Que faut-il faire?

Dans ce scenario l’usager de la route est l’acteur principal dont le comportement est déterminant de la sécurité.

En fonction de nombreux facteurs (internes et externes à chaque individu) la gestion de ces interactions peut être simple ou complexe et donner lieu à un accident.

Dans cet espace partagé il y a de multiples interactions ayant toutes des objectifs de sécurité et efficience du voyage.

L’environnement routier est un espace partagé par les différents usagers de la route.

Le comportement individuel et social

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Absence de contrôle r outier


Influence légale


Évolution d’une défaillance latente

Route en mauvais état du à une pluie intense


structurale et organisationnelle

Pneus en mauvais


Influence technique

Conducteur inexpérimenté



Pression d’un autre conducteur


Influence sociale

Accident

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Doublage inapproprié

Erreurs Violations

Actes risqués

Application du modèle de Reason (fromage Suisse) au système routier mettant en évidence les conditions latentes qui passent par les trous qui existent dans les défenses Influence


Créer des barriès de protection

Leus erreurs humaines et les infractions sont très difficiles à éliminer.

La conception du système routier ne prend pas en compte les connaissances relatives à l’erreur humaine et aux conditions qui favorisent l’erreur.

La circulation routière est intrinsiquement dangereuse

etc.

Conducteurs âgés

Conducteurs agressifs

Conducteurs inexpérimentés

Une approche systémique pour la Sécurité Routière

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ansport

Campa gnes des sy stèmes de tr


Influence technique

acteurs

Influence légale


Sécurité



Les autres




Influence sociale

t

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Erreurs Violations

Actes risqués

portemen

nes

ent de co m

C a mp a g

Changem

La Sécurité Routière comme responsabilité partagée


– Attirer l’attention des concepteurs et autorités vers les risques locaux, – Donner des consignes pour agir en toute sécurité, – Emettre des signes d’alerte quand le danger est éminent, – Rétablir le système à l’état normal suite à une situation d’accident, – Limiter ou éliminer les risques qui dépassent une barrière (repenser les défenses), – Fournir les moyens de fuite et protection en cas de défaillance d’une ou plus barrières.

• Ces barrières doivent accomplir au moins une des fonctions suivantes (Reason, 1997):

Les barrières défensives contre la progression d’un acte risqué


Influence légale


Influence technique




Influence sociale

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Erreurs Violations

Actes risqués


ņ Multiplicité de tâches qui n’ont pas de relation avec la conduite

ņ Utilisation abusive du téléphone embarqué et d’autres éléments du véhicule

Les facteurs de distraction

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Où est-ce que les campagnes peuvent-elles agir?


Faiblesses du système



Les différentes catégories du système routier qui peuvent représenter les barrières préventives de l’évolution des actes risqués

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[email protected]



ņ Dette de sommeil

ņ Consommation d’alcool, médicaments, drogues

L’état du conducteur


•…

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• Gilets de réflexion

• Feux de vélo le soir/nuit

• Casques

• Sièges enfants

• Ceintures de sécurité


Workshop CAST Lisboa, 14 de Julho 2009

Papel dos Factores Humanos nos Acidentes


ņ Limites de vitesse ņ Agressivité ņ Utilisation des éléments de sécurité

Les comportements


Colloque CAST

Lisboa, 14 de Julho 2009

Workshop CAST

Comportamento Humano e accidentes


Ce qu’on ne veut pas

Workshop CAST


Workshop CAST

– As consequências, qui cobrem uma diversidade de casos (da inconveniência banal è perda de vidas e bens).

– O timing, que é o momento em que os ingredientes causais se combinam para ultrapassar todas as defesas do sistema;

Ao veículo (falhas técnicas);

Ao envolvimento (condições latentes do sistema),

Ao comportamento individual, ao estado do condutor e à sua actividade (distracção, fadiga, álcool ou drogas, erros, infracções, etc.),

– Os ingredientes causais, que são latentes e podem estar ligados


Componentes essenciais dos acidentes


Comportamento intencional – road rage

Comportamento não intencional – deficiente fixação do automóvel transportado

Comportamento Humano e accidentes

Workshop CAST


Workshop CAST

ņ Acções visando a alteração de comportamentos (campanhas).

ņ Disseminação de informação, de conhecimentos relativos a comportamentos de risco e aos limites das capacidades funcionais humanas,

O que é necessário fazer?

Neste cenário o utilizador da estrada é o actor principal cujo comportamento é determinante da segurança.

Em função de numerosos factores (internos e externos a cada indivíduo) a gestão destas interacções pode ser simples ou complexa e dar lugar a um acidente.

Neste espaço partilhado ocorrem múltiplas interacções tendo sempre objectivos de segurança e eficiência da viagem.

O envolvimento rodoviário é um espaço partilhado entre os diferentes utilizadores da estrada.

O comportamento individual e social


Os actos arriscados têm uma contribuição directa em 65% dos acidentes

96% dos acidentes rodoviários estão relacionados com o condutor

Os actos inseguros cometidos pelo operador humano são responsáveis pela grande maioria dos acidentes


Actos inseguros

Workshop CAST

Lapsos

Erros baseados em regras Má aplicação de uma boa regra Aplicação de uma má regra Erros baseados em conhecimentos Variadas formas

Erros


Workshop CAST

Muito difíceis de eliminar Resultam de condições particulares (indivíduo e envolvimento) Os acidentes resultam da combinação de diferentes factores Então, é necessário prever uma combinação de medidas

Falhas de memória Omissão de acções planeadas Esquecimentos

Tipos de erros de base Falhas de atenção Intrusão Omissião Inversão Acção fora da ordem ou de tempo

Falhas

Acções não intencionais

Actos inseguros

Taxonomia dos actos inseguros


- A aplicação desta compreensão à situação em causa (condução automóvel).

- A compreensão e a previsibilidade das capacidades e limitações humanas,

Do domínio científico que, visando a optimização das IHM, envolve:

Do conjunto de factores determinantes do desempenho subjacente a qualquer interacção homem-máquina (IHM), em termos de modo operatório e resultado;

Factores Humanos – de que falamos?

Lapsos

Erros baseados em regras Má aplicação de uma boa regra Aplicação de uma má regra Erros baseados em conhecimentos Variadas formas

Erros

Workshop CAST

Infracções de rotina Infracções excepcionais Actos de sabotagem

Infracções

Acções intencionais


Workshop CAST

– Fornecer os meios de fuga e protecção em caso de falha de uma ou mais barreiras.

– Limitar ou eliminar os riscos que ultrapassam uma barreira (repensar as defesas),

– Restabelecer o estado normal do sistema a seguir a uma situação de acidente,

– Emitir sinais de alerta quando o perigo é eminente,

– Dar indicações para agir em segurança,

– Chamar a atenção de quem concebe e das autoridades para os riscos locais,

• Estas barreiras devem cumprir, pelo menos, uma das seguintes funções (Reason, 1997):

As barreiras defensivas contra a progressão de falhas latentes

Falhas de memória Omissão de acções planeadas Esquecimentos

Tipos de erros de base


Falhas de atenção Intrusão Omissião Inversão Acção fora da ordem ou de tempo

Falhas

Acções não intencionais

Actos inseguros

Campanhas

Taxonomia dos actos inseguros

Workshop CAST

Condições contributivas do quadro legal e da supervisão

Influência legal

Condições contributivas do veículo

Influência técnica


Fragilidades do sistema

Condições contributivas da infra-estrutura e do ambiente rodoviário

Influência estrutural e organizacional

Condições contributivas do condutor

Influência individual

Condições contributivas dos outros utilizadores da estrada

Influência social

Workshop CAST

Erros Infracções

Actos inseguros

As diferentes categorias de elementos do sistema rodoviário que podem representar as barreiras preventivas da evolução de falhas latentes


A regulamentação tem estado sempre centrada no comportamento dos condutores mas a investigação em Factores Humanos tem mostrado que o comportamento é sobretudo orientado pelas características do envolvimento.

A perspectiva centrada sobre o sistema assume que o ser humano é falível e que os erros são a consequência inevitável de condições inadequadas que residem no interior do sistema.

Numa perspectiva centrada no sistema, os erros cometidos pelo operador humano são considerados em conjunto com o papel das diferentes condições latentes que residem no interior do sistema.

Tradicionalmente a investigação sobre erro humano seguia uma perspectiva centrada sobre o indivíduo.


Uma perspectiva sistémica visando um sistema rodoviário tolerante ao erro

Workshop CAST

Ausência de supervisão


Influência legal

Evolução de uma falha latente Lisboa, 14 de Julho 2009

Estrada em mau estado devido a chuva intensa


estrutural e organizacional

Pneus em mau estado



Condutor inexperiente



Pressão de outro condutor


Influência social

Acidente

Workshop CAST

Ultrapassagem inadequada

Erros Infracções

Actos inseguros

Aplicação do modelo de Reason (queijo Suiço) ao sistema rodoviário pondo em evidência as condições latentes do sistema que passam através dos buracos existentes nas defesas Influência


Criar barreiras de protecção

Os erros e as infracções são muito difíceis de eliminar.

A concepção do sistema rodoviário não tem em conta conhecimentos relativos ao erro humano nem às condições favoráveis ao erro.

A circulação rodoviária é intrinsecamente perigosa

etc.

Condutores idosos

Condutores agressivos

Condutores inexperientes

Uma perspectiva sistémica para a Segurança Rodoviária

Camp ça do s anhas istema de tran s




Influência social

Workshop CAST

Erros Infracções

Actos inseguros

ortamen to

has

de comp

C a mp a n

Mudança


ņ Limites de velocidade ņ Agressividade ņ Utilização dos elementos de segurança

Os comportamentos

•…

Workshop CAST

• Coletes de reflexão

• Faróis

• Capacetes

• Cadeiras crianças

• Cintos de segurança

Onde podem agir as campanhas?

porte



tores


Influência legal


Segura n


Influência estrutural e organizacional

Os outros ac

A Segurança Rodoviária como responsabilidade partilhada


O que não queremos!


ņ Multiplicidade de tarefas que não têm relação com a condução

ņ Utilização abusiva do telefone e de outros elementos embarcados

Factores de distracção

Workshop CAST

Workshop CAST


Workshop CAST


[email protected]

Obrigada pela atenção


ņDívida de sono

ņConsumo de álcool, medicamentos, drogas

Estado do condutor



Conclusions The Consortium agreement didn’t allow disseminating results at a public level until public presentation of CAST Manual. For this reason dissemination activities were limited during the first three years of the project. The total amount of dissemination activities could be more but final results in a general way are good and the main organisations related with road safety issues and campaigns received and know the existence of CAST Manual recommendations.

Deliverable 6.5. Presentation CAST on conferences Final version Public

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