WELCOME-BIENVENUE :1 WELCOME-BIENVENUE
The Belgian awarenessRaising campaigns- social marketing in practice :2 The Belgian awarenessRaising campaigns- social marketing in practice Mieke Schevelenbos
Head of Communications Department
IBSR - BIVV
Road Safety in Belgium from a EU perspective :3 Road Safety in Belgium from a EU perspective Source: European Commission, Community Road Accident Database (CARE) (Belgium: figures 2002)
BRSI’s Objectives :4 BRSI’s Objectives Improve road safety and traffic viability
through
Information and education
Research and advice
BRSI’s Role :5 BRSI’s Role To advise:
The official authorities
Political decision-makers
The road system administrators
To form:
The intermediary public (educators, teachers,…)
The technicians (infrastructure specialists, police,…)
To inform / educate / raise awareness:
The general public (all road users)
Areas of competence :6 Areas of competence The IBSR – BIVV focuses on three aspects of road safety:
Road user
Vehicle
Infrastructure
Activities :7 Activities With regard to the 3 components of road safety :
Road user
Awareness raising, education, road traffic education, study of road behaviour, the fitness to drive assessment, link with the legal and enforcement authorities
Vehicle + equipment
Preparation + follow-up of the homologation regulations and technical specifications, homologation testings, inspection of car inspection equipment stations, breathalyser testing
Infrastructure
Consulting, advice and directives for the planning and adaptation of roads and public space
The IBSR – BIVV Communications Department presentation : The IBSR – BIVV Communications Department presentation
Purpose and strategy :9 Purpose and strategy Main purpose = promoting traffic safety by:
influencing and adjusting ATTITUDES and BEHAVIOUR
Offering information and knowledge on road safety to different target groups
Creating a social context in which limits and laws are accepted
Strategy 2002-2010 < General Assembly on Road Safety (= ambitious programme in line with the targets of the EC)
Speed
Safety Belt
Drink-driving
Activities :10 Activities Education
Campaigns
Publications & television programs
Internet (site, online-games, newsletters)
Exhibitions
Education :11 Education Educational material for parents, children, young people & teachers
Leaflets and brochures
Didactic material
cd-rom & internet (games, information, awareness campaigns)
Educational videotapes & television programmes
Offering information
Collaboration with Education Ministries and various partners
Sustain local actions
Awareness raising campaigns :12 Awareness raising campaigns Each year 5-6 awareness campaigns (30 years of experience)
Clearly defined
In function of the priorities (accident statistics & analysis, behaviour measurement, legislation)
Different approaches for different target groups
Fear induction results in short-term effects
Since the 90ies: increasing use of emotions & humour >> purpose: long-term effect
Patronizing is out of the question
Publications & Television :13 Publications & Television Leaflets and brochures
Magazine Via Secura: target = professional
Manuals and slides driving license
TV programs: Kijk Uit, Veilig Thuis, Contacts, Ca Roule, Code S (commercial and non-commercial television)
Internet :14 Internet 2 sites: www.ibsr.be & www.bob.be
RSQ: 6 weeks Internet game
young public : 16-25 years
inform on safe driving behaviour
e-marketing (mailing list)
success : 40.000 participants, mostly 15-25 year old
10.000 e-mail addresses (newsletter)
IBSR in Europe :IBSR in Europe Member of ETSC
Member of FERSI
Member of the PRI
Participation in many european studies
TRAINER, AWAKE, SARTRE, CONSENSUS, AGILE, QUAVADIS, ADVISORS, CAST, SUPREME, …
and projects
EuroBob, Euchires, EuroRSWeb, Rose25, …
Federal Committee for Road Safety :16 Federal Committee for Road Safety Set up in 2001
Advisory committee
chaired by BRSI
proposes recommendations
stakeholders on Road Safety
Steering committee
Ministers
takes decisions
Road safety,a matter of... :17 Road safety,a matter of... the vehicle
technical properties (engine power, brakes, tyres,…), safety equipment (ABS, Traction Control, airbags),...
the road environment
road layout, signalling, forgiving roadside concepts,...
the driver
= all of us...
The driver :18 The driver technical knowledge
Highway Code, start the car, change gears,...
driving ability
take a bend, overtake, park,...
driving experience
how to react in a difficult situation, how to drive in dense traffic,...
driving attitude
= the right mentality to drive safely and avoid accidents
What makes a good driver? :19 What makes a good driver? Knowledge Ability Experience Attitude
What attitude? :20 What attitude? Conscious of possible dangers
Conscious of own limits
Social: not alone on the road
Understanding: everybody makes mistakes)
Foresighted: compensate for others’ mistakes
The will to avoid accidents at all cost!
3 major safety issues :21 3 major safety issues Speed
Seatbelt
Drinking and Driving
DEVELOPMENT OF A CAMPAIGN :22 DEVELOPMENT OF A CAMPAIGN choosing a subject
period and duration
target group
media channel
approach
formulation of the message
evaluation
CHOICE OF THE SUBJECT :23 CHOICE OF THE SUBJECT 2 requirements:
be precise
without ambiguity
2 main sources of inspiration:
behaviour leading to accidents
innovations
FORMULATING THE MESSAGE :24 FORMULATING THE MESSAGE define campaign objectives
work in the long term
choose a limited number of subjects
repeat the message and
approach the subject from different angles
create a climate that increases the receptivity for the message
consolidate the right behaviour
make drivers aware
THE MESSAGE HAS TO BE: :25 THE MESSAGE HAS TO BE: specific and one-dimensional
short
convincing
credible
clear
catchy
concrete
realistic
THE BILLBOARD HAS TO BE: :26 THE BILLBOARD HAS TO BE: seen
understood
adhered to by the public
respected
The message has to be changed as soon as the entire target
group has been reached
APPROACHES :27 APPROACHES fear induction
horror
paternalism
moralisation
social disapproval emotion
humour
responsabilization
identification
positive
EVALUATION :28 EVALUATION study of self-reported behaviour
study of observed behaviour
statistical analysis
pre- and post-tests
1. Speed :29 1. Speed Increases accident risk (stopping distance,…)
Aggravates accidents
Time gain = subjective
Speeding :30 Speeding Target of G.A.:
Reduce average speed with 5 km/h by 2008
Less then 5% serious speeding offenses
Tone-of-voice: emotional (not sentimental), confronting
Since 2002: Tine & Sophie/children
Strategy for min. 4 years
Children = symbol for vulnerable road users
Make speeding socially unacceptable
Change too positive image of speed
Slide 31 :31
Slide 32 :32
A little slower, please!... :33 A little slower, please!...
2. Seatbelt :34 2. Seatbelt Front and rear usage obligatory
Best protection at low speeds
Airbag does NOT replace seatbelt
Yet many people think they can do without...
In case of a collision... :35 In case of a collision... Force upon impact: 35x own weight (75 kg -> 2,5 ton)
Through windshield: 10x higher risk to die
With seatbelt: 75% less risk at head injury, 61% less risk at breast injury
Armadillo :36 Armadillo APPROACH
Armadillo = “gordeldier” in Dutch (tatou in French)
“Gordel” = safety belt
Small mammal living in equatorial forests
Symbol for efficient protection
This concept was created in the Netherlands -> until now, 14 European use this concept for their campaigns on the transport of children in cars
The armadillo gadget :37 The armadillo gadget
MEDIA CHANNELS :38 MEDIA CHANNELS Billboard
Getting to know the armadillo
Mentions the address of the armadillo website
Rubber armadillo
School action: contest + cd + billboard + information
Website: contest, lyrics of the song, info,…
Folder and brochure
Declination for Brussels
Collaboration of the police: “positive” controls
TV-spot + song “Attache-toi” (buckle up)
Conférence de presse :39 Conférence de presse
Slide 40 :40
School action/contest :41 School action/contest
TV-spot :42 TV-spot Main characters are children. Objectives:
Convince the children
Reach families with the children as intermediary
It consists of a series of successive scenes about the safety belt and the armadillo
For this occasion, a song was made: “Attache-toi” (buckle up)
Slide 43 :43
Our mascot: the armadillo :44 Our mascot: the armadillo
The armadillo gate :45 The armadillo gate
The armadillo gate :46 The armadillo gate Children who can pass under the gate without touching it (1.35 m) have to use a child seat. The others can use the safety belt.
Police actions:
In the schools
During controls
More than 70,000 tape measures handed out to children :47 More than 70,000 tape measures handed out to children
SAFETY BELT other actions :48 SAFETY BELT other actions A real armadillo is released in the Antwerp zoo, in the presence of the Minister of Mobility.
Stand in the Planckendael zoo
Visit of the armadillo (see pictures)
Information stand for the parents and the public
SAFETY BELT other actions :49 SAFETY BELT other actions Stand at the “Salons de bébés”
Inform (future) parents
Pregnant women: how to wear the safety belt?
Demonstration of child seats
Specific training for retailers of child seats (Trade Mart)
In order to make sure that they provide the parents with the right information
Booklet with activities for children
“9 months”: dvd for future mothers
Slide 50 :50
If everyone would wear the seatbelt... :51 If everyone would wear the seatbelt... … there would be
210 less deaths
1627 less seriously injured
9186 less lightly injured
= 11023 less road victims in Belgium
Safety belt :52 Safety belt make that all drivers & passengers wear safety belt
under all circumstances
for short as well as long drives
in town as well as on the motorway
wearing safety belt must become
a natural reflex
Target of G.A. (for 2010 >< 2000):
min. 86% seat belt wearing on front seats
Min. 75% seat belt wearing on back seats
Buckle up! :53 Buckle up!
3. Drinking and Driving :54 3. Drinking and Driving Alcohol limit for driving in Belgium = 0,5 ‰
Heavy penalties
Effects of alcohol :55 Effects of alcohol Narrows viewing angle
Slows down reactions
Inhibitions disappear
… even at low concentrations!
0,5 ‰ = how much? :56 0,5 ‰ = how much? 1 glass = approximately 0.2 ‰ (men) / 0.3 ‰ (women)
Alcohol elimination: approx. 0.15 ‰ per hour
Depends on age, weight, constitution, type of drink,...
0,5 ‰ = how much? :57 0,5 ‰ = how much? Not to say for sure!
-> better not drink at all and choose a
Who is Bob? :58 Who is Bob? Bob is the one who does not drink when he/she has to drive
Bob brings everybody home safely
Bob makes it possible to party
Bob is very popular...
Since 1994... :59 Since 1994... 13,2 % less casualties (December)
24,4 % less deaths + seriously injured (December)
Be Bob! :60 Be Bob!
Drink-driving: the concept :61 1st December 1994: 0,8 ‰ -> 0,5 ‰ + More severe sanctions
1995: Bob, an initiative of the IBSR - BIVV and the Arnoldus Group, is born
Bob = one who does not drink when he/she has to drive
Tone-of-voice of all Bob campaigns:
Positive ( fear induction)
non-moralising
making the driver responsible
Message: when going out, choose a driver who stays sober and brings you home, safe and sound Drink-driving: the concept
= big success :62 = big success Most important results
97% of Belgian population know Bob
1 person out of 2 has been driven home by Bob
« Bob » = standard expression in Belgium
Since 1998: Bob-van
(driving simulator + alcohol tests)
music festivals, events, parties and clubs
2002: almost 43.000 visitors
(+ 9.700 visitors previous year)!
goes European :63 goes European 2001-2002: Euro-Bob = Bob campaigns in Belgium, the Netherlands, France and Greece
2002-2003: + Denmark, Portugal, Spain
2003-2004: + United Kingdom
2004-2005: + Czech Republic, Ireland, Italy, Malta, Poland
subsidised by the European Commission
Mentioned in the White Book on transport policy untill 2010
Survey of the Bob-campaigns :64 Survey of the Bob-campaigns
Social Marketing :65 Social Marketing WHAT IS SOCIAL MARKETING?
Kotler & Zaltman (1971)
Definition used :
“Social marketing is the discipline to bring about social changes amongst relatively large groups, by altering the context of individuals in a planned, targeted way, to make them adopt voluntarily the desired behaviour. All this to improve the quality of life of the persons involved and to increase the durability of society at large”
Steps in Social Marketing :66 Steps in Social Marketing OBJECTIVE:
Eliminate problematic behaviour of the target group and convert it into a lasting behaviour change
Eliminate existing behaviour: speeding
New, adapted driving style
Avoid potential risk behaviour (not adapted to traffic circ.)
change in knowledge (rules + risk perception)
attitude (speeding = not done)
behaviour (speed adapted to circ.)
Steps in Social Marketing :67 Steps in Social Marketing Target of “Etats Généraux” (large consultation on road safety, 2001): by 2008, 80% finds speeding dangerous and (socially) unacceptable, only 8% thinks speeding is a way for gaining time Tine & Sophie to counter the
positive image of speeding
Steps in Social Marketing :68 Steps in Social Marketing STARTING POINT:
The existing (problematic) behaviour of the road user
Analysis & research
Obstacles to adopt a better behaviour
Boundary conditions
Decide and evaluate
First know, then act
Steps in Social Marketing :69 Steps in Social Marketing First know, then act: Belgian figures before (2001) and after (2002) the first Tine & Sophie campaign “I always respect the speeding limits”
Steps in Social Marketing :70 Steps in Social Marketing ACTION – 4P’s
Instruments to bring about behaviour changes
Product: adapted driving style
Price (non-financial efforts): driving pleasure, time gain, eliminate routine behaviour
Place: traffic situation + where to reach target group
Promotion: communication strategy & media plan
social commercial
marketeer marketeer
Steps in Social Marketing :71 Steps in Social Marketing PROMOTION: communication strategy & media plan
Strategy:
first establish brand name (above-the-line), then deepen concept (above + below-the-line)
Tools:
strategical media planning (media mix)
tactical mediaplanning split up per target group
approach: positive, emotional (envolvment)
- Emotionally destabilise speeding drivers
- Valorise good/right behaviour
simple message: baseline “Slow down for S/T”
REPETITION! (time & place) + positive feedback
evaluation (post-test)
Steps in Social Marketing :72 Steps in Social Marketing PROMOTION: tactical media planning
billboards and small posters
tv-ads
radio ads
Leaflets, POS
Internet (website + game)
electronic mailing
schools – holiday book
“Kusttram” (Costal tram)
local actions
Steps in Social Marketing :73 Steps in Social Marketing ACTION – 4P’s: social commercial marketeer
behaviour change for general well-being ( own benefit)
sensitive matters
few immediate gratifications
non-financial price, mental efforts
benefits for third parties
co-operation with other involved bodies
relatively few financial means
Competing behaviour & advantages :74 Competing behaviour & advantages Existing behaviour: advantages often more clear and demanded efforts lower
To do:
reduce importance of advantages
alter -perceived- price (risk of being caught)
emphasize advantages new behaviour – not immediately visible
positive reinforcement
permanent awareness raising (lifestyle communication)
perceived usefulness
Optimal mix :75 Optimal mix Knowledge (education)
internal motivation (attitude)
external circumstances (adapt by using 4 P’s)
integrated approach: combination of awareness raising and enforcement objective and subjective risk of being caught In 2002, 1 out of 15 Belgians got caught for not respecting speed limits
Conclusion :76 Conclusion Tine & Sophie, two girls symbol of live and future – wouldn’t you slow down for them? Tine & Sophie campaign: already some positive results for attitude, but link with behaviour still weak behavioural change: long term, multiple intervening factors “OPTIMAL MIX” (more then social marketing) know and respect target groups; targeted approach
Road Safety Quest: an online game on road safety :77 Road Safety Quest: an online game on road safety
Road Safety Quest: what? :78 Road Safety Quest: what? Online game on road safety
Conceived and organized by Belgian Road Safety Institute
Aimed at young drivers (16-25 years)
2 editions (2002, 2003)
Road Safety Quest: why? :79 Road Safety Quest: why? Young people 16-25 are over represented in road accidents
Online game: combination of educational aspect and “fun” element
Advantages of online communication
Target group :80 Target group All road users 16-25: highest rate of killed/injured per 100,000 inhabitants Source: Belgian road safety statistics, INS-NIS, 2000
Target group :81 Target group Car drivers 18-24
3-4 times higher risk of serious accident (death/severely injured) than others
Male problem: 84% of killed or severely injured drivers 18-24 are male Source: Belgian road safety statistics, INS-NIS, 2000
Target group :82 Target group Moped drivers 16-20
51% of all killed/seriously injured moped drivers Source: Belgian road safety statistics, INS-NIS, 2000
Target group :83 Target group 18-25 age group in general:
11% of total population
25% of killed/seriously injured car drivers and passengers Source: Belgian road safety statistics, INS-NIS, 2000
Accidents: influencing factors :84 Accidents: influencing factors Age-related factors
Need for independence and mobility
Willingness to take risks + poor risk perception
Overestimation of own capacities
High risk exposition (weekend nights)
Accidents: influencing factors :85 Accidents: influencing factors Complexity of driving task for new drivers
Driving under the influence
State of the vehicle
Other factors
Fatigue, driving at night,…
Remedies :86 Remedies Enforcement
Education
Driving education
Awareness raising + encouraging responsible behaviour
Target group: how to reach? :87 Target group: how to reach? Pitfalls:
Young drivers 16-25 = difficult public
Immune for “traditional” communication
Very critical
No paternalising, no “for your own bestwill”…
Target group: how to reach? :88 Target group: how to reach? Opportunities:
Open to new experiences
Computer-, internet- and game-minded
Specific lifestyle
Sensitive to peer influence
Online game: advantages :89 Online game: advantages Very popular among 16-24 target group
Internet is part of youth culture
Combination of education, awareness raising, fun aspect
Excellent feedback possibilities (gather information on target group)
Address database for further awareness raising (regular mailings)
RSQ 2002 :90 RSQ 2002 www.rsq.be
RSQ 2002 :91 RSQ 2002 6 one-week episodes (February-April 2002)
20 multiple-choice questions per episode
Intermediate “flash” games for fun aspect
RSQ 2002 :92 RSQ 2002 Several sponsors and media partners
Online campaign: MSN, portal sites, specific sites, viral marketing (“tell it a friend”)
Offline campaign: radio, magazine advertisements, leaflets and posters
Slide 93 :93 …Click…
RSQ 2002 :94 RSQ 2002 Different traffic situations and driving conditions per episode: city, countryside, night, winter,…
RSQ 2002 :95 RSQ 2002 Aspects treated:
Traffic rules
Defensive driving
Proper driving behaviour
Alcohol, drugs, speeding, safety belt,…
Slide 96 :96
Slide 97 :97
RSQ 2002 :98 RSQ 2002 Feedback after each episode = educational aspect
RSQ 2002: prizes :99 RSQ 2002: prizes Per episode
Mountainbikes
DVD-players
Cinema tickets,…
Final ranking
2 cars
Multimedia computers
Over 200 other prizes
RSQ 2002: results :100 RSQ 2002: results 39,000 participants
67% male
46% age 15-25
Mailing list: over 10,000 addresses (26% of all participants)
96% (very) satisfied
RSQ 2003 :101 RSQ 2003 www.rsq.be
RSQ 2003 :102 RSQ 2003 4 one-week episodes (February-March 2003)
New styling
20 multiple-choice questions per episode
“Flash” games and animations: fun aspect in road safety context
RSQ 2003 :103 RSQ 2003 Several sponsors and media partners
Online campaign: MSN, portal sites, specific sites, viral marketing (“tell it a friend”)
Offline campaign: leaflets and posters
Slide 104 :104
Slide 105 :105
RSQ 2003 :106 RSQ 2003 Different traffic situations and driving conditions per episode: city, countryside, motorway,…
RSQ 2003 :107 RSQ 2003 Interactive simulations and games:
Infrastructure and mobility
Driving under influence
Speed and safety distance
Traffic rules and vulnerable road users
Slide 108 :108
Slide 109 :109
Slide 110 :110
Slide 111 :111
RSQ 2003 :112 RSQ 2003 Feedback after each episode = educational aspect
RSQ 2003: prizes :113 RSQ 2003: prizes Per episode
Mountainbikes
DVD-players
Cinema tickets,…
Final ranking
2 cars
Multimedia computers
Over 300 other prizes
RSQ 2003: results :114 RSQ 2003: results Over 25,000 participants
60% male
48% age 16-25
Mailing list: over 13,000 addresses (50% of all participants)
“Fidelity” public
Conclusion: :115 Conclusion: Awareness raising: no miracle solution, but successful if
INTEGRATED APPROACH
(awareness raising + enforcement)
Thank you for your attention! :116 Thank you for your attention!