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Stepwise approach for creating Awareness Campaigns in Cambodia Helmet Wearing Promotion Project Regional Meeting 09 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)
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Page 1: Stepwise approach for creating Awareness Campaigns in Cambodia Helmet Wearing Promotion Project Regional Meeting 09 September 2010 Meas Chandy Disclaimer:

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)

Page 2: Stepwise approach for creating Awareness Campaigns in Cambodia Helmet Wearing Promotion Project Regional Meeting 09 September 2010 Meas Chandy Disclaimer:

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

Page 3: Stepwise approach for creating Awareness Campaigns in Cambodia Helmet Wearing Promotion Project Regional Meeting 09 September 2010 Meas Chandy Disclaimer:

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

stepwise approach for stepwise approach for creating awareness creating awareness

campaignscampaigns

Introduction

Page 4: Stepwise approach for creating Awareness Campaigns in Cambodia Helmet Wearing Promotion Project Regional Meeting 09 September 2010 Meas Chandy Disclaimer:

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

Page 5: Stepwise approach for creating Awareness Campaigns in Cambodia Helmet Wearing Promotion Project Regional Meeting 09 September 2010 Meas Chandy Disclaimer:

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

Page 6: Stepwise approach for creating Awareness Campaigns in Cambodia Helmet Wearing Promotion Project Regional Meeting 09 September 2010 Meas Chandy Disclaimer:

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

Page 7: Stepwise approach for creating Awareness Campaigns in Cambodia Helmet Wearing Promotion Project Regional Meeting 09 September 2010 Meas Chandy Disclaimer:

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

Page 8: Stepwise approach for creating Awareness Campaigns in Cambodia Helmet Wearing Promotion Project Regional Meeting 09 September 2010 Meas Chandy Disclaimer:

Changing needs understanding

but

Understanding is not sufficient for changing

Introduction

Page 9: Stepwise approach for creating Awareness Campaigns in Cambodia Helmet Wearing Promotion Project Regional Meeting 09 September 2010 Meas Chandy Disclaimer:

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

Page 10: Stepwise approach for creating Awareness Campaigns in Cambodia Helmet Wearing Promotion Project Regional Meeting 09 September 2010 Meas Chandy Disclaimer:

Theory and Research

High Personal Relevance Difficult Behavior Change

Fear

= Defensive reaction

+

Introduction

Page 11: Stepwise approach for creating Awareness Campaigns in Cambodia Helmet Wearing Promotion Project Regional Meeting 09 September 2010 Meas Chandy Disclaimer:

Theory and Research

High Personal Relevance Difficult Behavior Change

Skills

= Constructive reaction

+

Introduction

Page 12: Stepwise approach for creating Awareness Campaigns in Cambodia Helmet Wearing Promotion Project Regional Meeting 09 September 2010 Meas Chandy Disclaimer:

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

Page 13: Stepwise approach for creating Awareness Campaigns in Cambodia Helmet Wearing Promotion Project Regional Meeting 09 September 2010 Meas Chandy Disclaimer:

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

Page 14: Stepwise approach for creating Awareness Campaigns in Cambodia Helmet Wearing Promotion Project Regional Meeting 09 September 2010 Meas Chandy Disclaimer:

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

Page 15: Stepwise approach for creating Awareness Campaigns in Cambodia Helmet Wearing Promotion Project Regional Meeting 09 September 2010 Meas Chandy Disclaimer:

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

Page 16: Stepwise approach for creating Awareness Campaigns in Cambodia Helmet Wearing Promotion Project Regional Meeting 09 September 2010 Meas Chandy Disclaimer:

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, …

Step 1: Needs Assessment

Page 17: Stepwise approach for creating Awareness Campaigns in Cambodia Helmet Wearing Promotion Project Regional Meeting 09 September 2010 Meas Chandy Disclaimer:

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

Task 2: Conduct a needs assessment

Step 1: Needs Assessment

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

Page 18: Stepwise approach for creating Awareness Campaigns in Cambodia Helmet Wearing Promotion Project Regional Meeting 09 September 2010 Meas Chandy Disclaimer:

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

Step 1: Needs Assessment

Page 19: Stepwise approach for creating Awareness Campaigns in Cambodia Helmet Wearing Promotion Project Regional Meeting 09 September 2010 Meas Chandy Disclaimer:

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

Step 1: Needs Assessment

Page 20: Stepwise approach for creating Awareness Campaigns in Cambodia Helmet Wearing Promotion Project Regional Meeting 09 September 2010 Meas Chandy Disclaimer:

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

Step 1: Needs Assessment

Page 21: Stepwise approach for creating Awareness Campaigns in Cambodia Helmet Wearing Promotion Project Regional Meeting 09 September 2010 Meas Chandy Disclaimer:

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

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

Step 1: Needs Assessment

Page 22: Stepwise approach for creating Awareness Campaigns in Cambodia Helmet Wearing Promotion Project Regional Meeting 09 September 2010 Meas Chandy Disclaimer:

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)

Step 1: Needs Assessment

Page 23: Stepwise approach for creating Awareness Campaigns in Cambodia Helmet Wearing Promotion Project Regional Meeting 09 September 2010 Meas Chandy Disclaimer:

• 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)

Step 1: Needs Assessment

Page 24: Stepwise approach for creating Awareness Campaigns in Cambodia Helmet Wearing Promotion Project Regional Meeting 09 September 2010 Meas Chandy Disclaimer:

Geographic selection

Step 1: Needs Assessment

Page 25: Stepwise approach for creating Awareness Campaigns in Cambodia Helmet Wearing Promotion Project Regional Meeting 09 September 2010 Meas Chandy Disclaimer:

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

Page 26: Stepwise approach for creating Awareness Campaigns in Cambodia Helmet Wearing Promotion Project Regional Meeting 09 September 2010 Meas Chandy Disclaimer:

• 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

Page 27: Stepwise approach for creating Awareness Campaigns in Cambodia Helmet Wearing Promotion Project Regional Meeting 09 September 2010 Meas Chandy Disclaimer:

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

Page 28: Stepwise approach for creating Awareness Campaigns in Cambodia Helmet Wearing Promotion Project Regional Meeting 09 September 2010 Meas Chandy Disclaimer:

• 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

Page 29: Stepwise approach for creating Awareness Campaigns in Cambodia Helmet Wearing Promotion Project Regional Meeting 09 September 2010 Meas Chandy Disclaimer:

• 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

Page 30: Stepwise approach for creating Awareness Campaigns in Cambodia Helmet Wearing Promotion Project Regional Meeting 09 September 2010 Meas Chandy Disclaimer:

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

Page 31: Stepwise approach for creating Awareness Campaigns in Cambodia Helmet Wearing Promotion Project Regional Meeting 09 September 2010 Meas Chandy Disclaimer:

• 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

Page 32: Stepwise approach for creating Awareness Campaigns in Cambodia Helmet Wearing Promotion Project Regional Meeting 09 September 2010 Meas Chandy Disclaimer:

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)

Step 4: Designing the Campaigns

Page 33: Stepwise approach for creating Awareness Campaigns in Cambodia Helmet Wearing Promotion Project Regional Meeting 09 September 2010 Meas Chandy Disclaimer:

Integrated campaignCombined campaign

Step 4: Designing the Campaigns

Page 34: Stepwise approach for creating Awareness Campaigns in Cambodia Helmet Wearing Promotion Project Regional Meeting 09 September 2010 Meas Chandy Disclaimer:

Combined campaign

Step 4: Designing the Campaigns

Page 35: Stepwise approach for creating Awareness Campaigns in Cambodia Helmet Wearing Promotion Project Regional Meeting 09 September 2010 Meas Chandy Disclaimer:

Task 1: Define the strategy

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

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

Step 4: Designing the Campaigns

Page 36: Stepwise approach for creating Awareness Campaigns in Cambodia Helmet Wearing Promotion Project Regional Meeting 09 September 2010 Meas Chandy Disclaimer:

Step 4: Designing the Campaigns

Page 37: Stepwise approach for creating Awareness Campaigns in Cambodia Helmet Wearing Promotion Project Regional Meeting 09 September 2010 Meas Chandy Disclaimer:

Provide accessibility and role model

Subsidized distribution 2000 helmets to 4 high schools in Phnom Penh

Step 4: Designing the Campaigns

Page 38: Stepwise approach for creating Awareness Campaigns in Cambodia Helmet Wearing Promotion Project Regional Meeting 09 September 2010 Meas Chandy Disclaimer:

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

Step 4: Designing the Campaigns

Page 39: Stepwise approach for creating Awareness Campaigns in Cambodia Helmet Wearing Promotion Project Regional Meeting 09 September 2010 Meas Chandy Disclaimer:

Step 4: Designing the Campaigns

Page 40: Stepwise approach for creating Awareness Campaigns in Cambodia Helmet Wearing Promotion Project Regional Meeting 09 September 2010 Meas Chandy Disclaimer:

• Campaign identifiers– Mascots– Branding– Logo

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

Step 4: Designing the Campaigns

Page 41: Stepwise approach for creating Awareness Campaigns in Cambodia Helmet Wearing Promotion Project Regional Meeting 09 September 2010 Meas Chandy Disclaimer:

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

Page 42: Stepwise approach for creating Awareness Campaigns in Cambodia Helmet Wearing Promotion Project Regional Meeting 09 September 2010 Meas Chandy Disclaimer:

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

Step 5: Planning for campaign implementation

Page 43: Stepwise approach for creating Awareness Campaigns in Cambodia Helmet Wearing Promotion Project Regional Meeting 09 September 2010 Meas Chandy Disclaimer:

• 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

Step 5: Planning for campaign implementation

Page 44: Stepwise approach for creating Awareness Campaigns in Cambodia Helmet Wearing Promotion Project Regional Meeting 09 September 2010 Meas Chandy Disclaimer:

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

Step 5: Planning for campaign implementation

Page 45: Stepwise approach for creating Awareness Campaigns in Cambodia Helmet Wearing Promotion Project Regional Meeting 09 September 2010 Meas Chandy Disclaimer:

• 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?

Step 5: Planning for campaign implementation

Page 46: Stepwise approach for creating Awareness Campaigns in Cambodia Helmet Wearing Promotion Project Regional Meeting 09 September 2010 Meas Chandy Disclaimer:

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

Page 47: Stepwise approach for creating Awareness Campaigns in Cambodia Helmet Wearing Promotion Project Regional Meeting 09 September 2010 Meas Chandy Disclaimer:

• 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

Page 48: Stepwise approach for creating Awareness Campaigns in Cambodia Helmet Wearing Promotion Project Regional Meeting 09 September 2010 Meas Chandy Disclaimer:

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

Step 6: Planning for campaign evaluation

Solidus report 2009

Page 49: Stepwise approach for creating Awareness Campaigns in Cambodia Helmet Wearing Promotion Project Regional Meeting 09 September 2010 Meas Chandy Disclaimer:

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)

Step 6: Planning for campaign evaluation

Solidus report 2009

Page 50: Stepwise approach for creating Awareness Campaigns in Cambodia Helmet Wearing Promotion Project Regional Meeting 09 September 2010 Meas Chandy Disclaimer:

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)

Step 6: Planning for campaign evaluation

Solidus report 2009

Page 51: Stepwise approach for creating Awareness Campaigns in Cambodia Helmet Wearing Promotion Project Regional Meeting 09 September 2010 Meas Chandy Disclaimer:

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)

Step 6: Planning for campaign evaluation

Solidus report 2009

Page 52: Stepwise approach for creating Awareness Campaigns in Cambodia Helmet Wearing Promotion Project Regional Meeting 09 September 2010 Meas Chandy Disclaimer:

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

Step 6: Planning for campaign evaluation

Solidus report 2009

Page 53: Stepwise approach for creating Awareness Campaigns in Cambodia Helmet Wearing Promotion Project Regional Meeting 09 September 2010 Meas Chandy Disclaimer:

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

Step 6: Planning for campaign evaluation

Solidus report 2009

Page 54: Stepwise approach for creating Awareness Campaigns in Cambodia Helmet Wearing Promotion Project Regional Meeting 09 September 2010 Meas Chandy Disclaimer:

Number of motorbike riders wearing a helmet (Solidus 2009)

Step 6: Planning for campaign evaluation

HIB, 2009

Page 55: Stepwise approach for creating Awareness Campaigns in Cambodia Helmet Wearing Promotion Project Regional Meeting 09 September 2010 Meas Chandy Disclaimer:

Step 6: Planning for campaign evaluation

RCVIS report 2009

Page 56: Stepwise approach for creating Awareness Campaigns in Cambodia Helmet Wearing Promotion Project Regional Meeting 09 September 2010 Meas Chandy Disclaimer:

Thank you for your attention


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