SYSTEMATIC APPROACH OF AWARENESS RAISING THE CAST PROJECT Werner De Dobbeleer, VSV

Transcription

1 SYSTEMATIC APPROACH OF AWARENESS RAISING THE CAST PROJECT Werner De Dobbeleer, VSV European Road Safety Summer School Mechelen, Belgium 29 August 2017

2 OVERVIEW 1. The importance of awareness raising 2. Understanding road user behaviour 3. Road safety campaigns: objectives, challenges, approach 4. The campaign cycle ( CAST model ) 5. Success factors 6. Recommendations 7. Conclusions

3 THE IMPORTANCE OF AWARENESS RAISING

4 ACCIDENT CAUSES 1% 2% 2% 5% 25% 65%

5 INFLUENCING BEHAVIOUR Legislation Enforcement Infrastructure Education Vehicle technology Awareness raising

6 SYSTEM APPROACH (REASON)

7 IMPORTANCE OF AWARENESS RAISING Fewer accidents/victims by addressing behavioural factors Part of system approach in combination with other measures

8 UNDERSTANDING HUMAN BEHAVIOUR

9 THE GOOD NEWS 95% of road risk is behaviour related

10 THE BAD NEWS key 5% conscious behaviour 95% habit (unconscious / subconscious)

11 MORE BAD NEWS

12 HUMAN ERROR MODEL Auto-pilot mode If then mode Figuring it out mode Generic error modeling system (Reason, 1990)

13 HUMAN BEHAVIOUR MODEL Perceiving Understanding Being able to Wanting to Motivation! Hoogendoorn & Brookhuis / Human Factors

14 HUMAN MOTIVATION MODEL Example: Protection Motivation Theory (Rogers)

15 BEHAVIOURAL CHANGE MODEL Example: Transtheoretical Model of Change (Prochaska & Di Clemente)

16 ROAD SAFETY CAMPAIGNS OBJECTIVES, CHALLENGES, APPROACH

17 OBJECTIVES General (ultimate) aim: less victims Eliminating unsafe behaviour Lasting behavioural change How? By influencing Knowledge Attitudes (Behaviour) intermediairy / specific objectives

18 EXAMPLE: SPEEDING General (ultimate) aim: less road victims due to speeding Target group: young car drivers Eliminating risk behaviour (speeding) in young car drivers Lasting behavioural change: target group adapts speed according to circumstances + keeps to speed limit influencing Knowledge Speed limits Risks of speeding Attitudes Personal risk perception ( what can happen to me? ) Perceived social norm ( how do others think about ) Behaviour Intention to keep to the speed limit Speed choice in specific circumstances intermediairy / specific objectives

19 EXAMPLE: SPEEDING General (ultimate) aim: less road victims due to speeding Target group: young car drivers Eliminating risk behaviour (speeding) in young car drivers Lasting behavioural change: target group adapts speed according to circumstances + keeps to speed limit influencing Knowledge Speed limits Risks of speeding Attitudes Personal risk perception ( what can happen to me? ) Perceived social norm ( how do others think about ) Behaviour Intention to keep to the speed limit Speed choice in specific circumstances intermediairy / specific objectives choices!

20 CHALLENGES Mindset Common good vs. individual freedom Advantages of unsafe behaviour: clear Often direct Often tangible & concrete Often personal (speeding gaining time ) Advantages of safe behaviour: less clear Often indirect Not tangible, less concrete ( reduced risk ) Less personal ( wellbeing of others ) Organisational Small budgets Not all knowledge in-house Need for cooperation

21 OBSTACLES Information overload Daily news avalanche habituation Too many messages lack of clarity Social trends E.g. speed as highly positive quality E.g. being permanently available Problems to understand the message Too difficult, too abstract (icons, symbols) Double meanings, humour, mindbreakers

22 SOLUTIONS Behavioural psychology Behavioural models (explain which factors influence behaviour) Behavioural change models (explain mechanisms behind behavioural change) Marketing & Communication Communication phases (which message at which moment) Global strategy (approach)

23 APPROACH: SOCIAL MARKETING Promote desired (safe) behaviour by Stressing (perceived) advantages of safe behaviour Rewarding safe behaviour Reduce competing (unsafe) behaviour by Reducing (perceived) advantages of unsafe behaviour Stressing (perceived) disadvantages of unsafe behaviour

24 SOCIAL MARKETING STRATEGY Perceived advantages safe behaviour / disadvantages of unsafe behaviour Safe behaviour Product Price Place Promotion Perceived advantages unsafe behaviour / disadvantages of safe behaviour Unsafe behaviour

25 THE CAMPAIGN CYCLE (CAST MODEL)

26 CAST Campaigns and Awareness-raising Strategies in Traffic Safety European research project 19 partners, 15 countries, Co-financed by European Commission Coordinator: Belgian Road Safety Institute (IBSR-BIVV) Objectives: Increase effectiveness of road safety awareness raising campaigns Provide practical tools for campaign practitioners

27 CAST CORE QUESTIONS Do campaigns work? How well do they work? What factors influence this? How to design and implement effective campaigns? How to measure the effects of campaigns? clear guidelines

28 CAST RESEARCH Database: 221 campaign evaluation studies, Europe (40%), USA (40%), Au/NZ (20%), other (0,01%) 433 individual campaign effects identified effect = change in accident counts or % behaviour coinciding with campaign Meta-analysis: weighted average of effects E.g. Campaign 1: 1000 accidents before, 900 after (-10%) Campaign 2: 10 accidents before, 5 after (-50%) Campaign 1 receives greater weight

29 CAMPAIGN CYCLE: 6 STEPS 1 Getting Started 6 Writing the Final Report 2 Analysing the Situation 5 Completing the Evaluation and Drawing Conclusions 3 Designing the Campaign and the Evaluation 4 Before-period Evaluation + Campaign Implementation

30 1. GETTING STARTED 1 Getting Started Identifying and defining the problem Problem behaviour & risks (based on accident data, offences, observed behaviour,.) Current issues (e.g. new legislation) Locating partners and stakeholders and getting them involved Public authorities, private organisations, police, sponsors, Drafting the budget Including budget for evaluation! Kick-off meeting + setting up the campaign team Defining general objective, possible strategies, identifying needs + resources

31 2. SITUATION ANALYSIS 2 Analysing the Situation Which target audience(s)? Group(s) involved in problem behaviour = primary audience Group(s) influencing primary audience (e.g. peers) Audience segmentation (subgroups according to socio-demographic variables, lifestyle etc.) Main motivations for target audience behaviour? Research on factors contributing to problem behaviour / safe behaviour (behavioural models, studies, previous evaluated campaigns ) How to influence behaviour? How to reach and influence the target audience Interests and needs of target audience Inspiration from previous campaigns

32 2. SITUATION ANALYSIS 2 Analysing the Situation Which target audience(s)? Group(s) involved in problem behaviour = primary audience Group(s) influencing primary audience (e.g. peers) Audience segmentation (subgroups according to socio-demographic variables, lifestyle etc.) Main motivations for target audience behaviour? Research on factors contributing to problem behaviour / safe behaviour (behavioural models, studies, previous evaluated campaigns ) How to influence behaviour? How to reach and influence the target audience Interests and needs of target audience Inspiration from previous campaigns Specific objectives

33 2. SITUATION ANALYSIS 2 Analysing the Situation Define specific objectives Reach and appreciation within target audience E.g. reach: 80% of all car drivers aged 18 to 25 in Brussels E.g. appreciation: 90% of target audience think campaign message is clear, 70% of target audience think that campaign incites them to change their behaviour Effects in terms of Knowledge E.g. 80% of target audience know that speed limit near schools is 30 kph Attitudes Subjective norms, values, beliefs, linked to behavioural model E.g. 80% of target audience believe that driving faster than 30 kph seriously endangers children Behaviour Behavioural intentions / self-declared behaviour / observed behaviour E.g. 70% of target audience intends to / declares to / acts SMART: Specific, Measurable, Achievable, Realistic, Time-bound

34 3. CAMPAIGN DESIGN 3 Designing the Campaign and the Evaluation Specific objectives Social marketing strategy Available budget determine Campaign type & scale Approach Message Timing + duration Media choice

35 3. CAMPAIGN DESIGN 3 Designing the Campaign and the Evaluation Campaign type & scale (Mass) media only or combined / integrated campaign (field activities, enforcement, special events, ) Scale: local, regional, national,

36 3. CAMPAIGN DESIGN 3 Designing the Campaign and the Evaluation Approach & tone of voice: several options Fear appeal (!) Moralising (!) Emotional Confronting Humour, irony Positive, stressing desired behaviour Humour, emotion, identification Social disapproval of risk behaviour

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40 bleeding billboard (Pakapura, New Zealand)

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42 It s yellow, it s ugly and it doesn t fit any look, but it can save your life (Karl Lagerfeld, fashion designer)

43 Thanks for slowing down from

44 3. CAMPAIGN DESIGN 3 Designing the Campaign and the Evaluation Message Positive or negative framing Only arguments pro, or pro + contra Must get noticed, be understood and accepted specific unambiguous short convincing credible clear easy to understand attention-grabbing concrete realistic

45 3. CAMPAIGN DESIGN 3 Designing the Campaign and the Evaluation Timing and duration Defined by Problem behaviour (e.g. seasonally linked) Current topics (e.g. important events) Budget Options Continuous, or different waves Ideal duration: 2 to 4 weeks (if longer: little additional effect, risk of people getting bored)

46 3. CAMPAIGN DESIGN 3 Designing the Campaign and the Evaluation Media choice Defined by Target audience Specific objectives (reach, ) Budget Options Billboards & posters TV adverts Radio adverts Cinema adverts Printed press adverts Flyers, brochures Online / viral Direct mail Field actions

47 3. EVALUATION DESIGN 3 Designing the Campaign and the Evaluation Why evaluate? Know if campaign has effects or not, and why Input for future campaigns (improvement) Justification for commissioners / sponsors Thorough evaluation = at least: Process evaluation (reach, appreciation) methods: counting systems / questionnaires Outcome evaluation (effects on knowledge, attitudes, behaviour) methods: questionnaires / police reports / counting systems Before and after measurement Nice to have: control or comparison group (similar audience not subjected to campaign messages)

48 3. EVALUATION DESIGN 3 Designing the Campaign and the Evaluation Based on: specific objectives Reach and appreciation within target audience Effects in terms of Knowledge (xx % of target audience knows that...) Attitudes (xx % of target audience thinks that ) norms, values, beliefs, linked to behavioural model Behaviour (xx % of target audience declares / acts ) Self-declared behaviour Observed behaviour

49 4. IMPLEMENTATION 4 Before-period Evaluation + Campaign Implementation Implementing premeasurement Producing and distributing campaign materials, coordination with partners Launch Carefully choose timing (beware of other news/events!) Press release, press conference or event Follow-up campaign implementation Does it run as planned? Make adjustments if necessary!

50 5. COMPLETING EVALUATION AND CONCLUSIONS 5 Completing the Evaluation and Drawing Conclusions Implementing after measurement(s) Data processing and analysis Conclusions Target audience reached? To what extent? Why (not)? Effects on knowledge / attitudes / behaviour? To what extent? Why (not)? Campaign objectives achieved? To what extent? Why (not)?

51 6. FINAL REPORTING 6 Writing the Final Report Why report? Input for future campaigns learning process! Justification for commissioners / sponsors Report content Overview of campaign elements Topic, audience, budget, partners, strategy, message, media planning, campaign progress Overview of campaign results (evaluation): Before measurement After measurement Conclusions Publish the report!

52 SUCCESS FACTORS

53 SUCCESS FACTORS / CAST More chances of success if Clearly defined target audience e.g. male car drivers aged Personal approach / influence e.g. field actions, tell a friend, facebook Combination of emotional and rational content e.g. seat belt protects yourself and your family

54 SUCCESS FACTORS / CAST More chances of success if Focus on social norms or chance of being caught Short & personal messages (intimacy, trust) Communication along the road (direct, adapted to the situation)

55 SUCCESS FACTORS / CAST More chances of success if Enfocement with feedback Focus on risk perception (>< humour, fear appeal, confrontation)

56 CAST RECOMMENDATIONS

57 RECOMMENDATIONS / CAST 1. Base the campaign on an indepth analysis Problem behaviour, target audience(s), motivational factors influencing target audience behaviour 2. Define specific target audience 3. Define specific objectives reach, appreciation, knowledge, attitudes, behaviour 4. Develop campaign strategy and media plan Based on specific objectives

58 RECOMMENDATIONS / CAST 5. Carefully formulate the message credible, convincing, concrete, Conduct a proper implementation launch, follow-up, coordination 7. Ensure rigorous evaluation reach, appreciation, knowledge, attitudes, behaviour 8. Publish results and conclusions Report as input for future campaigns

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60 CONCLUSIONS

61 FINAL CONCLUSIONS? YES, campaigns have effect! A good strategy increases the effects Integrated approach is preferable Influencing behaviour takes TIME Importance of repetition, setting intermediary targets Always evaluate! Weten of campagne heeft gewerkt of niet, en waarom Rechtvaardiging van bestede budget Negatief resultaat? Ook daaruit kun je leren!

62 WANT TO KNOW MORE? Manuals to design, implement and evaluate road safety campaigns Based on findings from the CAST project Freely available at

63 THANK YOU FOR YOUR ATTENTION! Werner De Dobbeleer, VSV