Post on 27-Mar-2015
Raphael D. Huguenin, Dr. phil.Vicedirector Swiss Council for Accident Prevention bfu
Qualitative evaluation of Awareness Campaigns
Evaluation of campaigns: criteria
Accident statisticsBehavioural observationsAttitudesOpinionsContacts„Face validity“ – qualitative evaluation
Qualitative evaluation: criteriaQualitative evaluation: criteria
Preparation – strategy (18 vs. 6 %)
PreparationPreparation
Campaigns are concertsConcept– Target– Target group– Thread
MarketingAdded value Media
Means of information– Poster– Leaflet– Gift– Exhibition– etc.
Mediators– Police– Associations– etc.
Evaluation
Qualitative evaluation: criteriaQualitative evaluation: criteria
Combination with other measures (8-14 vs 0 %!)
One topic (12 vs 6 %)Local(/regional) campaignsPersonal approach(P. Delhomme/INRETS; Gadget)
Preparation – strategy (18 vs. 6 %)
Evaluation of the approachEvaluation of the approach
Marketing
Added value
Evaluation of the approachEvaluation of the approach
Topic
Evaluation of the approachEvaluation of the approach
Target group
Evaluation of the approachEvaluation of the approach
Psychological approach
also too fast?
Qualitative evaluation: summaryQualitative evaluation: summary
The impact of road safety campaigns can be improved if they are
concertedmarketing orientedfocussed on one single topiccombined with other measures