Transcript Road Safety Issues in Southeast Asia

Steps in setting up awareness raising campaigns
Example from helmet wearing campaigns in Cambodia
Seminar on awareness raising and disability
Madagascar, November 2008
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Background information
Road safety in the world
Road traffic injuries are a huge public health and development
issue
• More than 3,000 people die and 15,000 are disabled for life every
day in the world.
• Second leading cause of death globally among young people aged 5
to 29.
• 90% of dead related to road traffic accidents occur in developing
countries.
• Road traffic fatalities are estimated to increase by 80% by 2020 in
developing countries, outstripping AIDS related fatalities.
• Huge economic losses (between 1 and 3 % of GDP).
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Background information
Road safety as a development issue
Yearly number of fatalities (million)
4
1000
900
800
3
700
600
2
500
400
300
1
200
100
0
0
HIV/AIDS
Malaria
Mines/UXO
2004 number of fatalities (million)
Road traffic
injuries
Yearly worldwide Funding (million US$)
Source: WHO and Handicap International Belgium analysis
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Yearly worldwide funding (million US$)
• RTAs’ impact on public health is huge and has not yet received the
necessary attention from the Government and the international
community compared to other issues, such as mines and UXOs.
Background information
Road safety in Cambodia
Road traffic accidents, casualties and fatalities
proportionally than road traffic and population.
increase
more
Evolution of road traffic accident and casualties (base 100 = 1995)
•
Every day, 3 persons
die and more than 100
are injured
•
Over the last five years,
the number of fatalities
has doubled.
The total economic loss
of road traffic accidents
is estimated at 116
million US$ annually
(ADB).
1400
1200
1000
800
•
600
400
200
0
1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005
Population
Traffic
Number of accidents
Fatalities
Sources:
• Population: First Revision of Population Projections for Cambodia 1998 -2020, National Institute of
Statistics, Ministry of Planning, June 2004;
• Traffic and accident figures: Ministry of Public Works and Transport.
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Background information
HI Road Safety Program in Cambodia
HI initiated a road traffic accidents prevention
program in Cambodia as
•:
from 2003.
1. Support to the National Road Safety
committee and Lobby and Advocacy
2. Development and implementation of a
national Road Traffic Accident and Victim
Information System (RTAVIS)
3. Development and implementation of a
national road safety curriculum for primary
and secondary schools
4. Road safety public awareness campaigns
5. Community Based Road Safety Education
6. Partnerships with private and nongovernmental organizations
7. Emergency assistance to traffic victims5
Steps in awareness raising
1. Issues identification
• 70% of road traffic casualties in
Cambodia are motorcycle riders
• 40% of them suffer from head
injuries which lead to
permanent disabilities
• Most of them are male
• Less than 2% are wearing a
helmet
• Helmet wearing has proven to
be the best way to prevent head
injuries in many countries and
has had enormous impact on
the reduction of fatality and
disability
• Road Traffic Accident
and Victim Information
System
• Roadside baseline surveys
• Panel group discussions
• Media reports
• Meeting with partners
• Consultation of road safety
experts
Decision to focus awareness raising campaigns on the
importance of wearing a helmet for young males
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Steps in awareness raising
1. Issues identification (continued)
Provide road safety related stakeholders with accurate and complete
data on road traffic accidents and victims
• Permanent database integrating data from various
sources (trained staff at hospitals, private clinics and
traffic police) through out the country
• Reports distributed monthly mainly via email
• Annual report providing recommendations for road
safety stakeholders
• Research on specific topics (e.g. motodop drivers,
young drivers behavior,…)
• Key staffs training within the GSNRSC to
progressively manage the database.
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Steps in awareness raising
2. Change objectives identification
Objectives and results:
• Reduce fatality and disability due to road traffic injuries by increasing
helmet wearing rate in the country.
• Reach an acceptable helmet wearing rate before the introduction of
new law on helmet wearing in Cambodia
Target groups:
• Males between 20 and 25 years old
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Steps in awareness raising
3. Partnerhsips
Government stakeholders:
• Ministry of health
• Ministry of education, youth and sport
• Ministry of public transport
• Municipality of Phnom Penh
 Legitimacy and link with advocacy
 Multiplifier effects
International organizations:
• WHO, ADB, UNICEF, BBC World Trust Services
 Link with similar international initiatives and access to speicalized consultants
Local media:
Multiplifier effect
Access to several supports
Local stars:
• TV and movie stars (e.g. Jackie Chan)
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• King of Cambodia
Steps in awareness raising
3. Partnerhsips (continued)
Local and international NGOs
Link with community initiatives
Complementary competences (e.g. some organizations doing
HIV/AIDS campaigns having knowledge in our target groups)
Multiplifier effects
Universities
Access to representatives of target groups
Creation of reviewing panels
Private companies
Additional funds
Additional networks (e.g. road safety network)
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Steps in awareness raising
4. Analysis of available resources
• Importance of partnerships
• Quick reaction to opportunities
• Flexibility
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Steps in awareness raising
5. Awareness raising strategy - choice and conception of tools, calendar
and writing of the strategy paper
TV and radio spots:
•2 TV spot reinforcing each other (very
focussed to core message and target
group)
•2 radio spots
Newspapers articles:
•Less focussed than TV and radio spots
but reinforcing the messages
IEC
•Combination of focussed and less
focussed communications
•Wide network of distribution
Events:
•Helmet distribution ceremony,
Communication-based activities
•In collaboration with local NGOs and
authorities
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Steps in awareness raising
5. Awareness raising strategy - choice and conception of tools, calendar
and writing of the strategy paper
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Steps in awareness raising
5. Awareness raising strategy - choice and conception of tools, calendar
and writing of the strategy paper
• Importance of behavioral surveys
• Importance of pre-testing of the messages and tools of the
campaigns (via questionnaire and panel group discussion)
• Importance of panel groups (representatives of target groups
– 50 people in our case)
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2. Steps in awareness raising
6. Launch of the campaign
• Press conference
• Creation of a road safety week
in Cambodia
• Launch in presence of high
level and moral personalities
(e.g. King of Cambodia)
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2. Steps in awareness raising
7. Follow-up of the campaign
Evolution of helmet wearing rate in Phnom Penh
16.00%
14.00%
14.68%
13.60%
12.00%
10.00%
10.93%
8.00%
6.00%
8.03%
8.50%
4.00%
2.00%
0.00%
March 2004 July 2004
April 2005
October
2005
February
2006
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• Regular analysis of
the impact of the
campaign at predetermined dates
(done by MoH)
• Follow-up and
communication of
campaign resultsts
at key predetermined dates
(e.g. National
holidays, Water
Festival…)
2. Steps in awareness raising
7. Follow-up of the campaign
Helmet wearing rate on NR. 1, 2, 3, 4, 5, 6 and 6A (January, 2005)
Average
16.27%
NR6A
19.41%
NR6
16.27%
NR5
11.09%
NR4
18.95%
NR3
12.48%
NR2
17.81%
NR1
17.88%
0%
5%
10%
15%
20%
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25%
• Regular analysis of
the impact of the
campaign at predetermined dates
(done by MoH)
• Follow-up and
communication of
campaign resultsts
at key predetermined dates
(e.g. National
holidays, Water
Festival…)
2. Steps in awareness raising
8. End of the campaign
9. Evaluation
•End at a pre-determined date
•Production of an evaluation report:
•Evaluation of the changes in behaviors
•Evaluation of perception of the campaign
•International comparisons
•Communication of the results
•International media safety award in Violence and Injury prevention conference
in Durban
•Introduction of the new law on helmet wearing in Cambodia
•Helmet wearing rate has doubled in less than 2 years
•More than 90% of the targeted population had seen the campaign
and understood the core message
•A new helmet wearing regulation has been passed by the national
assembly
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THANK
YOU
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