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

2 Campaigns and awareness raising strategies in traffic safety Deliverable D-6.5 Title Author(s) Editor(s) Presenting and distributing main deliverables: Manual Alain Areal (PRP) Alain Areal (PRP) Date 17/11/2009 Report Number Deliverable 6.5 Version status Distribution QA check Final version Public N/A

3 Campaigns and awareness raising strategies in traffic safety Deliverable D-6.5 TABLE OF CONTENTS 1- Introduction List of participations in conferences by partner 4 3- Dissemination material used by partner DTU Denmark FACTUM Austria IMOB Belgium IBDIM Poland IBSR Belgium INRETS France Ministry of Transport NL The Netherlands PRP Portugal SIPSIVI Italy UTH Greece VTI Sweden ISEC Conclusions..382

4 Campaigns and awareness raising strategies in traffic safety Deliverable D 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 May 2006 Conference in Gdank Gambit 2006 Poland (and others) 4-6 October Congress in Warsaw Road safety Poland (and 2006 experts others) October VI Transport Systems Road safety Poland (and 2006 Tematics experts others) 11 November UTH Workshop Road Safety Greece 2006 Campaign actors 3-6 July 2007 European Congress of Mainly European and Psychology, Prague Psychologists non-european 04 December December Seminar on road safety campaigns Palacky Univerzity - Presentation of the CAST Regional road administration University students 2007 project 7 January 2008 Scientific study group Traffic safety experts and students 31 January 2008 RODRIGUE project seminar Consortium members 25 Feb 2008 AutoClub seminar Journalists and road safety experts 26 March 2008 National Road Safety Road safety Council conference experts April 2008 Information on Polish General public campaign for ETSC monthly 17 April 2008 Conference "Not drinking Road safety and on Polish roads" communication experts 8 May 2008 Union of Polish Metropolitan Areas conference Local government officials size of audien ce partner reponsible/inv olved IBDIM IBDIM IBDIM UTH Poland, Olsztyn 20 IBDiM Czech Republic UL FF, University of Ljubljana, Faculty of Arts CDV Denmark 8 DTU transport France, Paris 20 IBDiM Poland, Warsaw 40 IBDiM Poland, Warsaw 60 IBDiM IBDiM Poland, Lublin 50 IBDiM Poland, Warsaw 50 IBDiM

5 Campaigns and awareness raising strategies in traffic safety Deliverable D May 2008 Road Safety Workshop, University of Thessaly, School of Civil Engineering,Volos, Greece 27 May 2008 Turin, Workshop of the Regional Board of Psychology of Piedmont May th 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 15 June 2008 Newsletter nº1 dissemination on PRI General Meeting 31 August -4 September th International Congress on Traffic & Transport Psychology, Washington, DC, USA Road Safety Experts, Students, General Public Psychologists working in Traffic Safety Transportation Experts, Transposrtation Actors, General Public Road safety experts Transportation & Traffic Experts, Transportation & Traffic Actors, Psychologists, General Public Greece, Belgium 50 UTh Italy Worksh op particip ants: about 100 SIPSiVi All 800 UTH U.A.E.; Netherlands; Tunisia; Emirates;Switzerla nd; France; Finland; Canada; Sweden; Slovenia; Morocco; Jordan; Spain; Portugal; czech republic; Belgium PRP All 500 UTH 01 September November February 2008 March 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 Traffic development workshop of Road Safety deparment of Army Academy in Vyskov city, organised by Czech Army Traffic dpt. 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 Czech Republic CDV

6 Campaigns and awareness raising strategies in traffic safety Deliverable D September October 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 28 October Oct 2008 Polish Transport Conference 04 December December February February February February February February 2009 Seminar on road safety campaigns Presentation CAST project and results on High Level Group - EC Seminar of The Road Traffic Aggression in Czech Republic, influnce on drivers, Palacky University, CAST presentation on 'Landelijke studiedag' in Leiden, NL Congress in Rabat, Morocco CAST presentation - Seminar Enforcement - How to control road safety? Brussels, BE CAST presentation - Dresdner Forum Prävention Kampagnenwechsel", Dresden, DE Novara, Workshop for 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 Road safety, communication experts, general public Road safety experts Local mobility experts Road safety experts Regional road administration High Level Group members Road safety experts traffic experts, decision-makers EU road safety institutions and general public Czech road safety institutions, driving schools CDV CDV Belgian provinces 20 IBSR Poland, Warsaw 50 IBDiM Poland, Olsztyn 20 IBDiM EU countries 40 IBSR Czech Republic, Slovakia CDV the Netherlands IBSR Road safety experts Northern Africa VTI policy makers, Belgium 200 IBSR police responsibles and experts accident insurers Germany 500 IBSR Local Police Officers Italy about 300 Librarians Sweden 15 VTI Students Department of Communication, University of Ghent 21 March ª Motorcycles seminary practitioners and general public Belgium Portugal SIPSiVi IBSR PRP

7 Campaigns and awareness raising strategies in traffic safety Deliverable D March 2009 CAST presentation - Meeting of the "Awareness day at level crossings" Task Force, UIC Brussels Rail way communication experts Austria, Belgium, Bulgari, Czech Republic, Denmark, Estonia, Finland, France, Germany,Greece, hungary, Ireland, Italy, Latvi, Netherlands, Poland, Potugal, Slovak Republic, Slovenai, Spain, Sweden 40 IBSR 01 April 2009 Conference, Örebro, Sweden 1 April 2009 Presentation of CAST at the COST 358 "pedestrian quality needs" meeting Traffic safety experts road planners, psychologist, architects, sociologists, engineers Sweden VTI COST 358 is a consortium from countries all over Europe and Israel FACTUM 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 30 IBSR 22 April 2009 Tranquilidade Conference Practitioners Portugal PRP 24 April 2009 CAST presentation at IBSR, Belgium 5 May 2009 Conference in Norrköping, Sweden 5 May 2009 Lecture on CAST recommentdations for successful road safety campaigns, Kortrijk, BE 6 May 2009 CAST presentation - ETSC,The ShLOW Camp - Show me How Slow! Brussels, BE May 2009 European Transport Research and Innovation Week 14 May 2009 Seminar, Linköping, Sweden Belgian road safety experts Staff within the health sector Students Bachelor Social Safety students who will run a local campaign or concrete actionto reduce speeding Road safety experts Staff at Linköping university Belgium 30 IBSR Sweden 50 VTI Belgium 25 IBSR Germany, Austria, Czech Republic, Greece, Spain, UK, Poland, Netherlands,Belgi um, Sweden 30 IBSR EU road safety CDV institutions and general public Sweden 25 VTI

8 Campaigns and awareness raising strategies in traffic safety Deliverable D May 2009 Poster CAST recommendations for successful road safety campaigns - Velocity Recycling Cities, Brussels representatives of of the academic world, NGOs, research institutes, the bicycle industry, public institutions, governments and citizens European and non-european coutnries >500 IBSR 19 May 2009 Seminar, Stockholm, Sweden 22 May 2009 Cast Workshop Awareness Raising Road Safety Campaigns, Organised by UTh, Technical Chamber of Greece - Magnesia Chapter, Volos GR 29 May 2009 Palermo, Congress on Road Safety 3 June 2009 Seminar, Borlänge, Sweden 4 June 2009 Symposium Effectief campagne voeren, hoe bereik je dat? In Rotterdam, The Netherlands Politicians responsible for traffic safety Road Safety Actors, Road Safety Experts, Communication experts, General Public Road Safety Experts, campaign practitioners, decision makers The Swedish Road Administration Road safety and communication campaign experts, publicity agencies... 4 June 2009 Conference (non-scientific) Traffic safety workers from all of the country 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 12 June 2009 Conference, Okinawa, Japan 15 June 2009 CAST final dissemination conference in Italy, La Valutazione dell'efficacia delle campagne per la sicurezza stradale, CAST convegno Roma, IT Road Safety experts and practiotioners Road safety experts Traffic psychologists Road Safety Experts, campaign practitioners, decision makers Sweden 15 VTI Greece, Belgium 100 UTh (IBSR) Italy Congre ss particip ants: about 300 SIPSiVi Sweden 20 VTI the Netherlands, Belgium Denmark Portugal EU road safety institutions and general public 100 SWOV, Min. Of Transport NL, IBSR, IMOB ca. 200 DTU transport PRP CDV Japan, Norway, VTI Denmark, Finland Italy 200 SipSiVi (IBSR)

9 Campaigns and awareness raising strategies in traffic safety Deliverable D June 2009 CAST presentation"effectief campagnevoeren" on Provincial meeting, Brussels, BE June 2009 PRI World Congress 2009 Young people and innovative road safety solutions in Rotterdam, the Netherlands 25 June 2009 PRI Congress, Rotterdam. The Netherlands 25 June 2009 Presentation for Stichting Marketing 30 June 2009 CAST presentation on Meeting Expert group "Alcohol, drugs, medicines and driving", EU Commission, Brussels, BE June 2009 French abridged version of the CAST manual Provincial traffic officers 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 Road safety, communication experts, general public 6 July 2009 Prague, EFPA Congress Road safety experts/ mainly psychologists plus publication on Minutes of the Congress 9 July 2009 CAST presentation on European Youth conference on Road Safety, Brussels, BE 9 July 2009 CAST Workshop in France, Paris 14 July 2009 Presentation of CAST to Governement, Road Safety authorities and other practitioners, Lisboa, Portugal Young people working in road safety NGOs Road Safety Campaign actors Practitioners, road safety experts Belgium 15 IBSR All 300 IBSR All 150- VTI 200 Belgium 10 IBSR EU countries 30 IBSR France, Belgium, Swizterland (and all countries where french is read) INRETS All Congre ss particip ants:ab out 5000 attendin g the worksh op:abo ut 200 SIPSiVi EU countries 50 IBSR France, Belgium, Swizterland Portugal INRETS (PRP, ISEC, IBSR) PRP and ISEC

10 Campaigns and awareness raising strategies in traffic safety Deliverable D July 2009 Conference, Barcelona, Spain 07 September October November 2008 CAST presentation on Internal staff meeting, IBSR, Belgium Matera, Congress of National Police Corp International Symposium on Management Systems of Traffic Safety in Abu Dhabi U.A.E.; Road safety experts, Local and regional councils Belgian road safety experts of IBSR Road Safety Experts and Practitioners Road Safety experts and practiotioners Spain VTI IBSR 10 IBSR Italy the Netherlands; Tunisia; Emirates;Switzerla nd; Syria; USA; France; Finland; Canada; Sweden; Slovenia; Morocco; Jordan; Spain; Portugal; Egypt; Algeria; Saudi Arabia, Oman, Bahrain Congre ss particip ants: about 500 SIPSiVi PRP January OCTOBER 2009 Annual meeting of the Transportation Research Board, Washington DC, USA INTERNATIONAL SYMPOSIUM TOWARDS SAFER ROADS TRIPOLI Transportation professionals Road Safety Experts and practitioners All the Netherlands; Tunisia; Emirates;Switzerla nd; Syria; USA; France; Finland; Canada; Sweden; Slovenia; Morocco; Jordan; Spain; Portugal; Egypt; Algeria; Saudi Arabia, Oman, Bahrain approx. 100 IMOB PRP

11 Campaigns and awareness raising strategies in traffic safety Deliverable D 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 DTU Denmark

12 FÆLLESMØDE 2009 Landsmøde for færdselssikkerhedsaktører i Danmark Tidspunkt: 3-4. juni 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 Program 3. juni 12:00 Frokost 13:00 Fællesmødet åbnes 13:15 Tema fart 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 15:00 Kommunale cases Frederiksberg kommunes trafiksikkerhedspolitik 15:30 Kaffe 16:00 Regeringens grønne transportpolitik og trafiksikkerheden - ved Lars Barfoed, Transportminister 16:30 Kommunale cases 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 17:30 Afrunding af 1. dag 19:00 Middag Program 4. juni 12:00 9:00 Det strategiske samarbejde på børn/unge-området med TrygFonden - ved Anna Sjöberg, Rådet for Større Færdselssikkerhed 9:30 Status for skadestuedata - ved Sven Krarup Nielsen, Vejdirektoratet 9:50 Koordinationsgruppens arbejde - ved Peter Fjeldsted, Københavns Kommune 10:15 Kaffe 10:30 CAST-projektet - ved Gitte Carstensen, DTU Transport 11:00 Selekampagnen, premiere - ved Jon Schwartz, Rådet for Større Færdselssikkerhed 11:30 Nyt fra Rådet for Større Færdselssikkerhed, de regionale færdselssikkerhedsudvalg samt Rigspolitiet 12:00 Frokost og afrejse Hvad er CAST? CAST: Campaigns and Awareness-raising Strategies in Traffic safety Mange fællestræk ved hidtidige EU trafikkampagner Trafiksikkerhedskampagner er en metode til at påvirke trafikanters viden, holdninger og opfattelser, som påvirker dem til mere trafiksikker adfærd, men Hvordan skal man planlægge og gennemføre effektive kampagner? Hvordan skal man måle effekt? Hvordan skal man dele erfaringer? 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 Der er behov for klare retningslinier! Start: 1. februar DTU Transport, Danmarks Tekniske Universitet Rapport: foråret DTU Transport, Danmarks Tekniske Universitet CAST - et EU-projekt om, hvordan man bedst laver kampagner 15 europæiske lande deltog: Østrig, Belgien, Holland, Tjekkiet, Frankrig, Tyskland, Grækenland, Portugal, Schweiz, Italien, Polen, Slovenien, Norge, Sverige og Danmark Gitte Carstensen Mange fællestræk ved hidtidige EU trafikkampagner.... også et fællestræk er at der er generelt ikke er: 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 4 DTU Transport, Danmarks Tekniske Universitet

13 Formål med CAST projektet: Tilvejebringe en manual med klare retningslinier for design, implementering og evaluering af succesfulde kampagner. Udvikle et stærkt og innovativt værktøj til at gennemføre en grundig effektevaluering og afrapportering af kampagner 5 DTU Transport, Danmarks Tekniske Universitet Kampagnemanualen 8 DTU Transport, Danmarks Tekniske Universitet Resultatet: Teoretisk grundlag for kampagnearbejdet results and deliverables. Gennemgang af teorier og modeller for trafikantadfærd og hvordan man påvirker adfærd Effekt af kampagner Karakteristik af trafiksikkerhedskampagner og evalueringer Gennemgang af evalueringsdesigns Værktøjer til praktikerne i trafikkampagnearbejdet Manual Evalueringsværktøj Afrapporteringsværktøj Vurdering af værktøjer Anvendelse af værktøjerne på 2 rigtige kampagner 2 workshops med diskussion af projektets foreløbige resultater 6 DTU Transport, Danmarks Tekniske Universitet Kampagnemanualen: 1. Del Teoretisk baggrund for trafiksikkerhed og Kommunikations kampagner 2. Del Retningslinier for design, implementering og evaluering af trafiksikkerhedskampagner. 9 DTU Transport, Danmarks Tekniske Universitet Det publicerede resultat Fokus på det praktiske arbejde 7 DTU Transport, Danmarks Tekniske Universitet Kampagnemanualen: 1. Del : Teoretisk baggrund for trafiksikkerhed og kommunikationskampagner Generel introduktion til Trafiksikkerhed Ulykkesudvikling og karakteristika for dødsulykker i EU Ulykkesårsager Trafikant adfærdsmodeller Teorier om ændring af adfærd 10 DTU Transport, Danmarks Tekniske Universitet

14 Hvorfor arbejde med teoretiske modeller? Fanger vigtige variable Giver mulighed for at beskrive/forklare sammenhænge Kan testes Kampagnemanualen 1. del (fortsat) Generel introduktion til trafiksikkerhedskampagner Kampagnetyper Kampagneerfaringer til at øge effekt af kampagner Målgrupper Budskaber Værktøjer i kommunikationsarbejdet Evaluering af kampagner 11 DTU Transport, Danmarks Tekniske Universitet 12 DTU Transport, Danmarks Tekniske Universitet Evalueringshåndbogen Praktisk værktøj til forskere og praktikere til at evaluere en kampagne Best practice manual tilpasset kampagners karakteristika Enkel at bruge Angiver minimums værktøjer 14 DTU Transport, Danmarks Tekniske Universitet 15 DTU Transport, Danmarks Tekniske Universitet Kampagnemanualen 2. Del: Retningslinier for design, implementering og evaluering af trafiksikkerhedskampagner Indledende arbejde Identificere problemet, finde samarbejdspartnere, lave budget mv. Situationsanalyse Analysere problem og mulige løsninger, definere målgruppe og hvordan man når den Design af kampagne og evaluering Udvikle kampagnestrategi og -budskab og designe evalueringen (hvad skal måles og hvordan) Før- evaluering og kampagneimplementering Foretage førmålinger og udføre kampagnen Afsluttende evaluering og konklusioner Foretage under- og/eller eftermålinger, analysere data og drage konklusioner Kampagnerapportering 13 DTU Transport, Danmarks Tekniske Universitet Rapport er vigtig, så andre kan lære af erfaringerne. Rapportens struktur er beskrevet kort 16 DTU Transport, Danmarks Tekniske Universitet.

15 Rapporteringshåndbog Hvad skal rapporteres? Baggrund Kampagnestrategi Evaluering Konklusioner og anbefalinger Referencer Evt. appendiks Retningsliner og eksempler for hver enkelt punkt 17 DTU Transport, Danmarks Tekniske Universitet CAST Campaigns and Awareness-raising Strategies in Traffic safety Brug af skræmmekampagner Gitte Carstensen DTU Transport Sammenfatning + Grundig indføring i baggrund og teoretisk grundlag for kampagnearbejdet + Klare retningslinier for det praktiske arbejde + Mange gode konkrete eksempler - Meget omfattende og ikke brugervenlig for praktikere - En del erfaringer og anbefalinger stammer fra kampagner noget tilbage i tiden - Findes kun på engelsk 18 DTU Transport, Danmarks Tekniske Universitet Skræmme-kampagner Så kan de lære det. 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 Hvad kan vi bruge CAST til i DK Melding fra Jesper Sølund: Krav til at producere effektive kampagner understreger betydningen af det koordinerede kampagnesamarbejde samarbejde som fællesmødet og koordinationsgruppens arbejde er udtryk for Hvis retningslinier og anbefalinger skal følges bogstaveligt vil der være behov for - 3 gange flere kampagnemedarbejdere - 10 gange så mange midler til kampagneindsatser Koordinationsgruppen vil planlægge og gennemføre seminarer om effektive kampagner og CAST manualen vil blive indarbejdet i dette arbejde. 19 DTU Transport, Danmarks Tekniske Universitet Protection motivation theory

16 Extended Parallel Process Model (EPPM) 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. Konklusionen er ikke klar og entydig Effekten kan være afhængig af, hvad du måler på (viden, holdninger, intentioner eller faktisk adfærd) Nøje forundersøgelser er nødvendige før igangsætningen af kampagner. Mange faktorer spiller en rolle for skræmmekampagners effekt 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 Hvor skræmmende skal budskabet være? Mange andre faktorer spiller en rolle Risiko for defensive reaktioner Etiske perspektiver

17 Campaigns and awareness raising strategies in traffic safety Deliverable D FACTUM Austria

18 Draft Agenda 6 th Pedestrians Quality Needs MC Dates: April 1st and 2nd, 2009 Venue: Faculty of Architecture Building of Faculties of Technical Sciences Bulevar Kralja Aleksandra Belgrade Serbia Draft Agenda: Wednesday, April 1 st :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 budget for Final Conference - budget for printing of Final Report - budget for website costs 10:00 Coffee break 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 11:30 Parallel sessions of the Working Groups 13:00 Lunch 14:00 Parallel sessions of the Working Groups continued 17:30 end of session 17:30 Thematic guided walk in Belgrade Page 1 Page 2 Thursday April 2 nd :00 Parallel sessions of the Working Groups - continued 12:30 Lunch 13:30 Parallel session of the Working Groups conclusions 14:30 Plenary feedback of WG conclusions 15:00 coffee break 15:20 Second part of the Management Committee meeting: 6. Homework 7. 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 ICTCT Workshop in Leeds Support for Israel International Conference on vulnerable road users External interests Reimbursement forms 16:30 8. Closing Voorschoten/Delft RM -

19 Campaigns and awareness raising strategies in traffic safety Deliverable D IMOB Belgium

20 AN EXPERIMENTAL APPROACH TOWARDS THE EVALUATION OF A SEAT BELT CAMPAIGN WITH AN INSIDE VIEW ON THE PSYCHOLOGY BEHIND SEAT BELT USE Kris Brijs*, Stijn Daniels, Tom Brijs, Geert Wets Transportation Research Institute Hasselt University Wetenschapspark 5, bus 6 BE-3590 Diepenbeek Belgium Fax +32(0) Tel +32(0) {kris.brijs, stijn.daniels, tom.brijs, *Corresponding author Number of words = 6129 Number of Figures = 2 Number of Tables = 3 Words counted: *250 = 7379 words Paper submitted: July 30, 2009 Keywords: evaluation, campaign, seat-belt, theory of planned behavior, habit, repeated behavior Brijs, Daniels, Brijs and Wets 4 windshield as a metaphor for the potential severity of the consequences of being involved in an accident while being unbuckled. FIGURE 1 Central campaign slogan (Source: 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 Brijs, Daniels, Brijs and Wets 2 ABSTRACT 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. Brijs, Daniels, Brijs and Wets 5 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 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). 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. 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. 2 METHOD 2.1 DESIGN 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). 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 Brijs, Daniels, Brijs and Wets 3 1 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. 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. 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 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 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). 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). 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. 1.1 TARGET CAMPAIGN BACKGROUND 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). 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 Brijs, Daniels, Brijs and Wets 6 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 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. 2.2 PROCEDURE 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. 2.3 QUESTIONNAIRE 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. 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. 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.

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