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CAST – CAST – CCampaigns and ampaigns and AAwareness-raising wareness-raising SStrategies in trategies in TTraffic safety:raffic safety:

Status WP1: “Road User Model”Status WP1: “Road User Model”

3rd SC-meeting Brussels– 27th February 3rd SC-meeting Brussels– 27th February 20072007

Truls VaaInstitute of Transport Economics, Postbox 6110 - Etterstad

N-0602 Oslo, Norway (tva@toi.no)

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STATUS Task 1.1: ”State-of-the-Art”STATUS Task 1.1: ”State-of-the-Art”• Working paper from Oslo workshop: Completed (on the web?)Working paper from Oslo workshop: Completed (on the web?)• Request national campaigns: Information provided by all Request national campaigns: Information provided by all

WP2-partners except The NetherlandsWP2-partners except The Netherlands• Request national campaigns WP1-partners: All ok except:Request national campaigns WP1-partners: All ok except:• DfT: n > 4 (some are missing)DfT: n > 4 (some are missing)• BASt: n > 1 (-”-)BASt: n > 1 (-”-)• VTI: In progressVTI: In progress• ISEC: In progress ?ISEC: In progress ?• Scoring template for national campaigns: In progressScoring template for national campaigns: In progress

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Status task 1.2: ”Effects of campaigns” (meta-Status task 1.2: ”Effects of campaigns” (meta-analysis)analysis)

• ““Low-level activity” since mid July because of contract delays Low-level activity” since mid July because of contract delays (September 2006: Contract received (September 2006: Contract received Normal activity – task 1.2 starts Normal activity – task 1.2 starts up again) up again)

• Search for literature: Partly done, more to come (+ GADGET studies)Search for literature: Partly done, more to come (+ GADGET studies)• Identification of national/partner campaign: WP2-survey per Sept 2006Identification of national/partner campaign: WP2-survey per Sept 2006• WP2-survey: All campaigns in partner countries or selection of studies?WP2-survey: All campaigns in partner countries or selection of studies?• (Denmark and the Netherlands clearly not complete)(Denmark and the Netherlands clearly not complete)• Proposal: All CAST partner/countries to score national camapigns Proposal: All CAST partner/countries to score national camapigns

(scoring template from TØI)(scoring template from TØI)• Task 1.2: On scheduleTask 1.2: On schedule• (Next) Task meeting: Not scheduled(Next) Task meeting: Not scheduled• Problems?: Partner responsivness and willingness to contribute (n=1)Problems?: Partner responsivness and willingness to contribute (n=1)

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Status task 1.3: ”Road User Model” Status task 1.3: ”Road User Model” • A work-plan distributed to partners (deadline 15th September) A work-plan distributed to partners (deadline 15th September) • Stimulating: Partner responsiveness and commitment Stimulating: Partner responsiveness and commitment • Distribution of areas/fields according to partner proposalsDistribution of areas/fields according to partner proposals• 1) Discussion/allocation of theories between VTI (SF) and DTF (MM)1) Discussion/allocation of theories between VTI (SF) and DTF (MM)• VTI/Sonja Forward: Theory of Reasoned Action (TRA), Theory of VTI/Sonja Forward: Theory of Reasoned Action (TRA), Theory of

Planned Behaviour (TPB), Health Belief Model (possibly also Attitude-Planned Behaviour (TPB), Health Belief Model (possibly also Attitude-behaviour model by Triandis)behaviour model by Triandis)

• DTF/Mette Møller: Prospect Theory, Theory of Cognitive Dissonance, DTF/Mette Møller: Prospect Theory, Theory of Cognitive Dissonance, Problem Behaviour Theory, Protection Motivation Model.Problem Behaviour Theory, Protection Motivation Model.

• DTF amendment (I): Review of campaigns applying emotions DTF amendment (I): Review of campaigns applying emotions (contacting partner countries regarding the emotion issue.(contacting partner countries regarding the emotion issue.

• DTF amendment (II): Lifestyle/subgroups and receptiveness DTF amendment (II): Lifestyle/subgroups and receptiveness

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Status task 1.3: ”Road User Model” (II)Status task 1.3: ”Road User Model” (II)• FACTUM: Hierarchical Driver Behaviour Models, Social MarketingFACTUM: Hierarchical Driver Behaviour Models, Social Marketing• TØI: Risk compensation theories, Emotion-based theories, Learning TØI: Risk compensation theories, Emotion-based theories, Learning

theories, Elaboration Likelihood Model (pssibly also “Two-step model”)theories, Elaboration Likelihood Model (pssibly also “Two-step model”)• TØI (II):Subgroups and responsiveness (PLU), use of emotions and fear TØI (II):Subgroups and responsiveness (PLU), use of emotions and fear

appealsappeals• ISG (Anabela Simoes):ISG (Anabela Simoes):• Waiting for responses: BASt, CDV, SIPSiViWaiting for responses: BASt, CDV, SIPSiVi• IBDiM: Change of partner – no responses so farIBDiM: Change of partner – no responses so far• Task 1.3: On scheduleTask 1.3: On schedule• Next meeting: November ? (not decided)Next meeting: November ? (not decided)

• Task 1.4: Awaits results from task 1.2 and 1.3Task 1.4: Awaits results from task 1.2 and 1.3

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Conclusions and recommendationsConclusions and recommendations (Swedish Public Roads Administration) (Swedish Public Roads Administration) ::

• Mass-media-only campaigns?: NoNo

• Accompanying measures in mass media campaigns?: YesYes

• Local, personal, individually directed campaigns?: YesYes

• ””Local”Local” = (Transport) companies, counties (DK and N): YesYes

• National, extensive, ”all-inclusive”, long-during camp?: NoNo

• Personal communication?:Personal communication?: Yes Yes

• Focused campaign: OneOne theme theme

• DurationDuration: < 200 days< 200 days