raphael d. huguenin, dr. phil. vicedirector swiss council for accident prevention bfu qualitative...
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Raphael D. Huguenin, Dr. phil.Vicedirector Swiss Council for Accident Prevention bfu
Qualitative evaluation of Awareness Campaigns
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Evaluation of campaigns: criteria
Accident statisticsBehavioural observationsAttitudesOpinionsContacts„Face validity“ – qualitative evaluation
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Qualitative evaluation: criteriaQualitative evaluation: criteria
Preparation – strategy (18 vs. 6 %)
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PreparationPreparation
Campaigns are concertsConcept– Target– Target group– Thread
MarketingAdded value Media
Means of information– Poster– Leaflet– Gift– Exhibition– etc.
Mediators– Police– Associations– etc.
Evaluation
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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 %)
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Evaluation of the approachEvaluation of the approach
Marketing
Added value
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Evaluation of the approachEvaluation of the approach
Topic
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Evaluation of the approachEvaluation of the approach
Target group
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Evaluation of the approachEvaluation of the approach
Psychological approach
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also too fast?
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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
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