Stepwise approach for creating Awareness Campaigns in Cambodia Helmet Wearing Promotion Project...

Stepwise approach for creating Awareness

Campaigns in Cambodia Helmet Wearing Promotion

Project

Regional Meeting09 September 2010

Meas Chandy

Disclaimer: Significant parts of the presentation were taken from the European Manual for Designing, Implementing, and Evaluating Road Safety Communication Campaigns (FP6 project CAST)

Outline

1.1. Introduction to stepwise approach Introduction to stepwise approach for creating awareness campaignsfor creating awareness campaigns

2.2. Practical implementation of the Practical implementation of the stepwise approach in Cambodia stepwise approach in Cambodia Helmet Wearing CampaignHelmet Wearing Campaign

Introduction

Part I:Part I:Intervention mapping as a Intervention mapping as a

stepwise approach for stepwise approach for creating awareness creating awareness

campaignscampaigns

Introduction

Introduction

• Campaigns are all about changing behavior. So a crucial point is to understand the determinants of behavior– Predisposing factors– Reinforcing factors– Enabling factors

Introduction

Predisposing factors:Predisposing factors:

““learninglearning-related factors -related factors within the persons of the target within the persons of the target population that facilitate or hinder population that facilitate or hinder motivationmotivation for change” for change”

e.g., e.g., awareness of the awareness of the problem, beliefs about the problem, beliefs about the problem, attitudes toward the problem, attitudes toward the problem, perceptions about problem, perceptions about wearing helmetswearing helmets

Introduction

Reinforcing factors:Reinforcing factors:

““factors that encourage or factors that encourage or discourage discourage continuationcontinuation of the of the behaviour” behaviour”

e.g., e.g., social support, peer social support, peer pressure, incentives, pressure, incentives, punishment (fines, demerit punishment (fines, demerit points)points)

Introduction

Enabling factors:Enabling factors:

““factors that can factors that can help or help or hinderhinder the the desired behaviours desired behaviours as well as as well as environmental environmental changeschanges””

e.g. e.g. Skills: how to correctly wear Skills: how to correctly wear the helmetthe helmet Resources: money to buy a Resources: money to buy a helmet helmet Barriers: hot weatherBarriers: hot weather

Introduction

Changing needs understanding

but

Understanding is not sufficient for changing

Introduction

It involves:

- Applying theories

- Learning from earlier empirical studies

- Collecting data from target population

Changing behaviour needs a systematic and planned approach.

IntroductionChanging behaviour is a

science

Theory and Research

High Personal Relevance Difficult Behavior Change

Fear

= Defensive reaction

+

Introduction

Theory and Research

High Personal Relevance Difficult Behavior Change

Skills

= Constructive reaction

+

Introduction

Part II:Part II:Practical implementation Practical implementation of the stepwise approachof the stepwise approach

Intervention Mapping

Step 1: Needs AssessmentStep 2: Defining Campaign ObjectivesStep 3: Selecting Methods and StrategiesStep 4: Designing the CampaignStep 5: Planning for Campaign

ImplementationStep 6: Planning for Campaign Evaluation




Task 1: Forming a working group:Representatives of the resource

group • Public authorities

– Ministries of Public Works and Transport, MoH, MoI, MoEYS

– National Road Safety Committee

• Ngo’s: HIB, CRY, GRSP, CRC, TICO, …• Insurance companies: Infinity, Caminco

Step 1: Needs Assessment

Representatives of the potential program adopters and

implementers • Enforcement authorities

– Cambodian National Traffic Police– Local police

• Schools• Private organizations, e.g. - Petrol stations

– Honda– Restaurant owners– Telecom, …


What is the problem? Why? Is it a serious problem? What people are involved?

Task 2: Conduct a needs assessment


Where do we get the necessary information?- crash statistics (RCVIS)- hospital data- field surveys- past campaigns

RCVIS report 2008

Percentage of fatalities and casualties by type of transports

4%

6%

2%

1%

1%

0%

1%

1%

13%

4%

1%

1%

2%

2%

7%

77%

68%

7%

0%

2%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Motorbike

Pedestrian

Bicycle

Car

Light truck

Heavy truck

Minibus

Bus

Agriculture vehicle

Other

Casualties Fatalities


RCVIS report 2008

12%11%

13% 12%

5%6%

5% 5%

16%

7%6%

3%

9%11%

23%

3%

9%8%

7%

2%3% 3%

0%

5%

10%

15%

20%

25%

0-4 5-9 10-14 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54

Percentage of population Percentage of fatalities

Percentage of population and fatalities by age category


RCVIS report 2008

Male accounted for 73% of casualties yet were only 49% of the population

10.8

30.3

59.4

28.8 28.0 29.3

20.5

2.8

23.2

34.7

2.25.1

26.0

2.8 2.8 1.0

5.33.8

9.2

3.4

6.3 6.5 7.7 8.3 5.610.1

0

10

20

30

40

50

60

70

0-4

5-9

10-1

4

15-1

9

20-2

4

25-2

9

30-3

4

35-3

9

40-4

4

45-4

9

50-5

4>=

55

Avera

ge

Male Female


• Selection of a theoretical model underlying the target behavior in the campaign

– Theory of planned behavior– Health-belief model– Protection motivation theory– Deterrence theory


Task 3: Describing the individuals who are the

potential program recipients (target audience)The recipients of campaign benefits

may not necessarily be the population at-risk

There are often multiple groups targeted by an intervention, some of whom are populations at risk and others, those who influence the environment (e.g. police, school teachers)


• Need for segmentation

– Demographic: age, gender, education, occupation, family size, social class, …

– Geographic: rural versus urban, province, …– Psychographic: personality, beliefs, values,

interests, lifestyle– Behavioral: user rate (high offenders versus low

offenders)


Geographic selection


Intervention MappingStep 1: Needs AssessmentStep 2: Defining Campaign ObjectivesStep 3: Selecting Methods and

StrategiesStep 4: Designing the CampaignStep 5: Planning for Campaign

ImplementationStep 6: Planning for Campaign

Evaluation

• At this stage, the general aim of the campaign is translated into specific objectives

• “To increase helmet wearing rates amongst targeted groups in Phnom Penh’s 7 Makara District “.

Step 2: Campaign Objectives




• Methods to influence knowledge– Discussion (e.g. in class rooms, on TV, radio, …)– Images– Active learning– …

• Methods to change habits– Presenting substitute behaviors– Presenting cues (I buckle up before I start the

engine)

Step 3: Methods and Strategies

• Methods to increase awareness/risk perception– Information about personal risk– Persuasive communication (e.g. role model

stories)– Fear arousal– …

• Methods to increase self-efficacy– Skill training (e.g. short courses)– Guided practice with feedback (e.g. additional

road education courses)– Reinforcement

Step 3: Methods and Strategies




• Develop the campaign strategy– Task 1: Define the strategy– Task 2: Develop the message– Task 3: Choose the media and media

plan

Step 4: Designing the Campaigns

Task 1: Define the strategy• Isolated campaign: a single campaign• Combined campaign: accompanied by

increased enforcement, changed legislation and/or educational activities

• Integrated campaign:– Horizontal integration: across sectors

(involvement of different stakeholders)– Vertical integration: across levels (from

National to municipal)


Integrated campaignCombined campaign


Combined campaign


Task 1: Define the strategy

• Mass-media communication (non-personal)– TV, radio, newspapers, …

• Selective communication (reach target groups simultaneously)– Cinema, direct mail, flyers, brochures



Provide accessibility and role model

Subsidized distribution 2000 helmets to 4 high schools in Phnom Penh


Task 2: Develop the message• General principles about the campaign message

– Clear– Consistent– Unambiguous– Well understood by the target audience

• Content of the message versus style of the message

• You might want to involve an advertising agency to propose different communication concepts



• Campaign identifiers– Mascots– Branding– Logo

-> they increase acceptance and/or credibility of the message





• Choice of media• Media planning• Pre-testing (if possible)

Step 5: Planning for campaign implementation

• Choice of media– Depends on the target audience’s media

habits• Young males watch football matches,

boxing, music,…

– Depends on geographic coverage of the campaign


• Media planning= Scheduling the distribution of campaign materials (spots, billboards, website, …) and supportive activities (e.g. education, enforcement, …)


• Pre-testing !!– Is the message appropriate for the target

audience?– Is the message understood as intended?– Is the message clearly stated?– Is the message perceived as useful to the

target group?– Is the message well recalled or remembered?





• Types of evaluation– Outcome evaluation:

• Road crashes, injuries, fatalities (e.g. from RCVIS). However, beware that these may not be the direct result of your campaign!

• Behavior as outcome measure– Helmet wearing

How to measure: Observed behavior, self-reported behavior, number of offences. Beware of confounding factors: use of control group!

Step 6: Planning for campaign evaluation

Have you heard about helmet campaign?

68%

99%

32%

1%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

PRE (204) POST (204)

Yes No


Solidus report 2009

What was the source from which you learned about it?

38%

91%

3%

44%

2%

3%

4%

20%

7%

12%

0%

4%

4%

0%

3%

49%

95%

0%

12%

0%

0%

0%

28%

5%

7%

4%

23%

2%

9%

5%

0% 20% 40% 60% 80% 100%

Radio program

TV program

Traffic police publications

OOH & P OSM

Cinema

Helmet distribution

NGO publications

Words of mouth

Learn from relatives/friends

Newspapers/magazine

Community campaign

P olice check point

School lesson

Street banner

Other

PRE (204) POST (204)


Solidus report 2009

Can you tell me, in your opinion which is the most important benefit that would make you wear a helmet?

8%

55%

18%

1%

2%

1%

4%

0%

0%

0%

0%

9%

49%

59%

39%

34%

40%

23%

12%

12%

2%

2%

2%

0%

0% 10% 20% 30% 40% 50% 60%

Protects your life

Protects the head

Reduces the risks of traff ic accidents

Protects from heat

Protects your eyes from dust

Wearing a helmet is driving safely

Makes people confident w hen driving

Do not get f ined by the traff ic police

It is a traff ic law that requires you to w ear a helmet

It protects the face

other

Don'k know

PRE (204) POST (204)


Solidus report 2009

Can you recall the key message of the Road Safety Campaign which you have learned about helmet wearing?

49%

5%

6%

1%

7%

9%

3%

0%

25%

0%

50%

66%

43%

19%

34%

9%

21%

2%

0%

2%

0% 10% 20% 30% 40% 50% 60% 70%

Protects your life

Protects the head

Reduces the risks of traff ic accidents

Protects your eyes from dust

Wearing a helmet is driving safely

Don't drink and drive

You must w ear a helmet w hen driving

Do not get f ined by the traff ic police

Can't remember

Others

PRE (138) POST (203)


Solidus report 2009

Do you know that "motorcyclist are required to a wear

helmet" according to the traffic law?

96%

99%

4%

1%

94%

95%

96%

97%

98%

99%

100%

PRE (204) POST (204)

Yes No


Solidus report 2009

Evolution of helmet wearing amongst drivers and passengers (Solidus 2009)


Solidus report 2009

Number of motorbike riders wearing a helmet (Solidus 2009)


HIB, 2009


RCVIS report 2009

Thank you for your attention

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Stepwise approach for creating Awareness Campaigns in Cambodia Helmet Wearing Promotion Project...

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