“FACE –TO- FACE”
The first information campaign of the project named Face–to–Face was implemented withing the Component II "Safer road users" . It consists of a series of activities which were to contribute towards safer road user behavior, and to result in decrease of road crashes severity on Ukrainian roads and casualties.
Qualitative studies before the campaign were fundamental for understanding of the current situation in the region and people’s believes. Behaviors that most often contribute to occurrence and severity of road crashes were carefully analyzed to select the topic of the campaign - speed.
Face-to-Face was implemented mainly in the pilot location – Zhytomyr Region - from November 2016 till February 2017. Other regions and cities in Ukraine demonstrated high interest and demand for the campaign’s materials.
The goal of the information campaign on road safety was to recognize that insecurity on Ukrainian roads is a social issue and to encourage the public to take measures aimed at improving the existing situation. In case of Ukraine nowadays the issue of excessive speed, enforcement of such violations and drivers’ perception of speed related risks is crucial for an introduction of new regulations, ITS solutions, new police measures after the reform and various infrastructural solutions.
Preparations and carrying out of the first campaign gave an opportunity for capacity buildingon road safety communication strategies and best practice, discovering of multiple opportunities to integrate actions and intensify stakeholders’ efforts.
The campaign Face- to-Face initiated cooperation with stakeholders : Department of Preventive Work of the National Police, Ukravtodor, Research Institute SE “DerzhDorNDI”, primary schools, drivers’ education centers, Technical University of Zhytomyr, Ministry of Health, regional health administration, research institute IPSOS.
It introduced supporting activities of data collection and analysis for creation of speed mapping to back up other findings from the campaign evaluation. Speed on specifically chosen stretches of road was measured before, during and after the campaign had ended. Therefore, a speed monitoring activity was initiated, as an accompanying activity for the road safety campaign organized by the project. The main objective was to estimate number of speed violations and a scale of the problem, based on the fact that speed exhibits a strong causal relationship with road safety.
The campaign used all possible media channels to incorporate 360 degrees’ campaign strategy, which is to optimise the reach and use synergies of messaging: out of home (OOH) / outdoor - Billboards, Citylights; BTL materials (Posters, Leaflets, drivers’ promotional materials - gadgets), TV and internet spots, digital campaign (Internet banners, contests, placement of video at dedicated automobile portals and websites of key stakeholders, articles online), radio spot and contests. The campaign was successful so it was agreed to conduct the second campaign in wider geographic coverage.
“NE ZHENY, UKRAINO!" (Don’t rush, Ukraine!)
"Ne zheny, Ukraino!" is the second information campaign, which was held from the 21st of September to the 4th of November by ‘Modernization and Safety Improvement of the Road Network in Ukraine’ in Ivano-Frankivska, Khmelnitska, Khersonska,kharkivska, Lvivska, Zhutomyrska oblasts and two cities: Kyiv and Odesa. The second Road Safety Communication Campaign was launched in Kyiv under the lead of Minister of Infrastructure Volodymyr Omelyan and Ihor Didenko, Chairman of the Subcommittee on Road Traffic Safety of the Verkhovna Rada of Ukraine Committee on Transport. The minister said that at the aim of the campaign is to attract the attention of the road users to the problem of speeding. Speed is one of the main risk factors that contributes to the increased number of accidents with fatal consequences in Ukraine.
The second campaign focused on:
• Integrating communication with other campaign activities such as enforcement, legislation, education;
• Including new forms of media and technology to offer innovative new ways to convey messages and also a means for measuring on road behavior when evaluating the campaign.
It also concentrated on including new forms of media and technology to offer innovative new ways to convey messages and also a means for measuring on road behavior when evaluating the campaign.
The project for the second campaign worked with local administrations from Khmelnitsk, Zhytomyr, Kharkiv, Kherson, Ivano-Frankivsk, Lviv, Odessa and Kyiv.
Information materials of the campaign was placed on billboards, city-lites, printed materials, audio and video, souvenir production as well as on coloring books, distributed to children at schools and kindergartens.
In order to encourage further active participation, the project created a regional network of journalists covering Road Safety (RS) issues. The network of regional journalists attended a seminar on RS in general, internationally and in Ukraine and on how to best promote RS messages in the media.
The campaign was successful and contributed to the speed reduction on the roads. 4 out of 10 people fully agreed that video and outdoor advertising caused emotions. About half of respondents said that the campaign advertising forced them to adhere to speed restrictions. 76% of those who remember the content of the campaign, support the input higher fines for exceeding speed. Those who saw ad campaign have a very positive attitude (78%) to traffic speed control by police.
Based on the various findings and conclusions recommendations were made on how to collaborate with regional partners and other stakeholders, how to engage the media, how to plan, develop, implement and evaluate campaigns in future and how to integrate campaigns with enforcement and speed limits.