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


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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


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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)


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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


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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,…


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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


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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


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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!