Publicity
Publicity campaigns are an important way to help improve road safety outcomes.
They can be used to
Publicity campaigns alone will not make people change their behaviour. When trying to change behaviour it is also necessary to educate people about why they need to change. This can be part of the publicity or part of a wider education program. It is also necessary to combine publicity and education with enforcement of penalties.
Effective publicity campaigns require careful thought and planning. A GRSP document on publicity campaigns lists seven elements that should be covered when planning a campaign-
The United Nations Road Safety Collaboration also provides information on the stages that need to be undertaken when delivering effective publicity campaigns. These are to:
(1) Define the problem
(2) Determine objectives
(3) Agree supporting activities
(4) Define a manager
(5) Use the right skills
(6) Communications brief
(7) Appoint an agency
(8) Develop the campaign
(9) Deliver the campaign
(10) Utilise 'free' publicity
(11) Evaluate the impact
Did you know?
Some 72% of recorded pedestrian casualties occurred while pedestrians were crossing the road (Road Casualties Great Britain 2006)
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