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