Road Safety Week: organising road safety initiatives and

communicating key messages

Caroline Perry

Brake

Aim of the session

Enable you to leave with a plan (or beginnings of) for your initiative, including:•Key messages you want to communicate•Who you are engaging - target audience•How you will engage them•How you may want to work with media or gain publicity

Introduction to Brake

• National road safety charity• Launched in 2011 in NZ• Part of the International Brake Charity• Founded in 1995 in the UK• Two objectives – stopping the carnage,

supporting the victims• www.brake.org.nz

Road Safety Week (19-26 May 2014)

A national initiative promoted by Brake but run by everyone!Theme in 2014 – “Tune in to road safety”

We will be:• Raising awareness: part we can all play in making roads safer• Launching regional and national media campaigns• Encouraging grassroots involvement • Engaging communities, schools and companies nationwide

How safe are NZ roads?

• Casualties falling overall

• Higher casualty rate per population than many other developed nations inc Australia and UK

• Safer Journeys strategy

• Road safety has huge impact on way people live their lives

Improving road safety

Education, engineering, enforcement

Ultimate goal: prevent deaths and injuries

Other benefits:

-healthier lifestyles

-more pleasant environments

-improved community interaction

-reduced carbon emissions

-save money (orgs, govts, taxpayers)

Planning your RSW initiative• Priority issues

• Target audience(s)

• Message(s)

• Methods of engagement / communication

• Wider publicity

• Partners

Key issuesMobile phones / distractionsSpeed – urban, rural, motorwaysSafe walking and cyclingDrink and drug drivingYoung driversSeat belts and child restraintsDriver tiredness

Lots of info at www.brake.org.nz

Identifying priorities

•What are people concerned about?•What is causing deaths and injuries? •What are the government and Brake’s priority issues?•What is stopping people living healthy, happy lifestyles?•What opportunities do you have in your role to address key issues?

Target audiences

• Drivers (different ages, vehicles, purposes)

• Passengers• Motorcyclists• Pedestrians• Cyclists• Parents • Children

Messages

• What do we want people to do?• What type of message will people

respond to?• What will grab people’s attention?• Clarity vs creativity?• Consider language and tone • Positive vs negative messaging• Borrow from Brake!

Methods of engagement - communications

• Websites, intranet, social media

• Leaflets

• Posters

• Newsletters

• Banners

Methods of engagement

• Organise a road safety stand– Have an activity – such as a quiz– Involve other agencies – police, fire service– Invite people to sign Brake’s Pledge– Have leaflets or information to take away

• Fun days in a workplace, community centre, school or other community venue

• Fundraisers

Methods of engagement – school/early years events

• Hold a walking bus march at school using placards

• Run a Beep Beep! Day• Hold a Bright Day• Invite a road safety professional/

emergency services to give a talk• Involve young people in other projects

such as SADD

Methods of engagement – company events

• Raise awareness with staff of safe driving messages

• Use Brake’s Pledge• Subscribers – use www.brakepro.org • Bright Day in aid of Brake• Run a competition for staff and test their

knowledge of road code or your internal driving policies

• Fundraisers

Setting up an effective event• What do you want to achieve – how will you know if it’s

successful?• Consider best timing• How much work is involved? Can you do it yourself or do

you need help?• What information/resources do you need? Where can

you get them from?• Will it be beneficial to involve partners – road safety or

emergency services personnel, local dignitaries?• Do you need to advertise your event? How?• Do you need permission? Do you need a risk

assessment?• Can you reach more people through publicity?

Organising a fundraiser

• Decide whether organising own event or taking part in an organised event

• Consider opportunity for raising funds and awareness at same time

• Look at our website for ideas and advice – e.g. Bright Days

• Get more people to do it!• Get sponsorship / promote activity• Check if you need permission or risk

assessment

Promoting your activity

• Posters advertising an event• Include in newsletters or on your website• Use social media – facebook, twitter• Send personal invites• Write and issue a press release to

journalists

Engaging media

Writing a press release:– If you have a press officer, use them– Will what you write need signing off by others?– Make sure your news is newsworthy! – Facts and figures– Passion, enthusiasm, personal stories– Ensure messaging clear– Consider photo/filming/interview opps, timings– Follow tips on our website

Engaging media

Selling-in your press release:– Call media after you’ve sent your press

release – Make sure it has reached the right person– Be persistent – don’t expect a journalist to

return your call– Send the information again if necessary– Thank journalists who cover your story

A great publicity opportunity!

• Opportunity to tie your activities into a national event

• Link to national theme – tune in, or your own road safety topic

• Attract more publicity/ attention• Helps raise profile of RSW and Brake!

Examples of RSW eventsCollingwood Area School students designed their own Road Safety Week posters and created videos and radio interviews with students about the importance of wearing a helmet when out on bikes and scooters.

Learning Links Childcare walked to the shops during the week and talked about being safe when you're out walking. They also made road signs.

MWH Global visited the students at Copeland Christian School to work with the students on road safety and encourage the children to walk and cycle to school. They also sent out road safety messages via Facebook.

Opotiki Plunket held a community safety clinic involving emergency services too. Information and checks were provided covering child restraints, driveway safety, crossing roads safely, bicycle safety, and child CPR. They also held a Bright Day.

Taupo District Council held its youth road safety expo. Young people and their parents heard from families bereaved and injured in crashes as well as emergency services.

Brake supportInfo and advice at:

www.brake.org.nz/community-zone

www.brake.org.nz/teacher-zone

www.brake.org.nz/fleet-zone

www.brakepro.org

Road Safety Week info at:

www.brake.org.nz/roadsafetyweek

Fundraising ideas at:

www.brake.org.nz/fundraise

Bright Day packs

Downloadable posters

Enter Road Safety Week competitions

Other resources

• Resources from other charities and government

• Go to www.brake.org.uk and look at Links• Visit http://education.nzta.govt.nz/• Visit http://at.govt.nz/roadsafetyweek