Road Safety Communication Campaign Strategies: Tom Carroll, Vital Strategies

1. Road Safety
Communication Campaign
Strategies
India Vision Zero
Mumbai
5th June, 2017
Tom Carroll PhD

2. Vital Strategies and BIGRS
• Provides technical assistance to the 10 cities
in BIGRS to implement social marketing
campaigns that influence driver behavior
and support enforcement of road safety
policies, and raise profile of road safety as
a public health issue in earned media

3. Pathway of Influence for Media Campaigns
• Campaigns
can exert both
direct and
indirect
influences for
change

4. Key Considerations for Delivering
Effective Campaigns
• Evidence-based design
• Strong creative executions
• Sufficient media exposure
• Raise profile of road safety and support
enforcement of road safety policies
• Link with visible enforcement

5. Road Safety Campaign Planning Framework

6. 1. IDENTIFY
Undertake a situational analysis
• Identify the road safety priority problem
to be addressed
• Identify the road safety legislative and
policy context
• Identify most valuable target audience/s
to achieve positive change
• Identify current barriers and motivators
for adoption of the road safety behavior

7. 1. IDENTIFY
Define objectives for target audiences
Set behavioural objectives
• What changes in behavior in the target audience
are required order to achieve the campaign goal?
Set communication objectives
• What changes in knowledge, beliefs, attitudes and
intentions are required to achieve the behavioral
objectives?

8. 2 . SELECT
Select effective communication channels for
the campaign
• Select communication channels based on the
media habits of the target audience
• Build an effective and efficient multi-channel
media strategy

9. 2 . SELECT
Select effective communication channels for
the campaign
• Campaign needs to achieve adequate
exposure to the target audience (reach and
frequency) to achieve effects:
– Mass media advertising (TV, radio, outdoor, transport)
– Public relations and earned media strategies
– Social media engagement
– Community organizing and events

10. 3. PLAN
Link with partners
• Collaborate with stakeholders and road safety
partners
• Ensure campaign planning is linked with
enforcement policy, training and implementation

11. 4. ASSEMBLE
Secure budget and other resources
• Adequate budgets are critical to ensure the
campaign achieves sufficient exposure
• Coordination and collaboration with road safety
partners can maximise the total campaign impact
and longer-term effectiveness

12. 5. PREPARE
Develop effective campaign materials
• Use realistic and attention grabbing
execution styles: graphic or highly emotional
• Can generate a strong emotional response in
the viewer, driven by the innocence of the
people harmed and/or the grief of the victim’s
family members
• Different road safety behaviors may require
different communication approaches.

13. Formative Research – Message testing
Use message testing studies to guide campaign
communication
• Focus group discussions
• Quantitative rating of television ads
• Qualitative group discussion

14. BIGRS Helmet use - Bandung

15. BIGRS Helmet use - Bangkok

16. 6. IMPLEMENT
Highlight campaign implementation
with a press launch event to engage
journalists
• Materials for journalists to encourage
in-depth, informed media stories
• Provide journalists with useful angles
• Prepare speakers to talk to the press

17. 7. EVALUATE
Evaluate campaign for constant
improvement
• Pre-campaign baseline measure of knowledge,
attitudes toward the road safety behavior and self-
reported behavior
• Measure message recall and changes in knowledge
and attitudes toward the road safety behavior
including self-reported changes in behavior after the
campaign (post-campaign evaluation).

18. Thank you!
VitalStrategies.org
@VitalStrat
VitalStrategies