11.

4 COMMUNICATIONS
OUTREACH

Marc Shotten, USA

Dr. Mohammed Alqhatani, KSA
11.4 Communications Outreach – Learning Objectives

Identify elements of successful communication and outreach strategies

for road safety initiates.
• Discuss how the communications with decision makers can
accelerate road safety initiatives

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Outline

• Basic Messages/Principles of Communications

• Role of the Media
• Campaign Examples

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Media

• Media can influence traffic culture and awareness

• MASS MEDIA (traditional media) still can play a dominant role
(television and radio), increasingly working alongside new media
(social media, internet, etc.)
• GOAL: INFLUENCE PUBLIC OPINON

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Principles of Communication

• RECOGNITION by the public and RECALL by the public are key goals of
any campaign
• What is the difference between recognition and recall? How are they
measured ?
• Role of surveys/Role of message recall
• Continuous education of public through campaigns

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Principles of Communication

• DURATION of campaign is dependent on goals of the campaign

• SEASONAL vs. CONTINUOUS
• Coordination with other sectors (health, police, education)
• Method of initial distribution distribution (press release, videos,
educations events, etc)
• Use of celebrities

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Basic Outreach Types (Examples)

• Advertising: Formation of messaging that has been vetted (possibly

by research) in print or media
• Public meetings: Local, city-wide, state-wide, region and global
• Safety fairs: highlight technology or intervention (with or without
public participation)
• PSA: Public service announcement: targeted for larger audience to
highlight new law, technology, future safety development, etc.
• Choosing an outreach strategy depends on goal, agency, statutory
responsibility, budget, etc.

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Effective Communication Approaches

• Communicate New Knowledge

• Part of a Broader Community/Enforcement Effort
• Targeted and Tested
• Longer-term
• Use Interactive Methods
• Concrete Steps to Avoid Danger

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Ineffective Communication Approaches

• Passive Messaging
• Slogans
• Education Programs
• Short-term Programs with Low-Intensity Messages
• Use of Extreme Fear or Scare Techniques

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Develop Media Materials

• Develop Comprehensive Press Materials

• Up-to-date press list
• Media advisory
• Follow up phone calls
• News release
• Develop a Media “Hook”
• Evaluate Marketing Strategies

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Benefits of Public Involvement

• Promotes Ownership
• Draws on Public’s Knowledge and Views
• Results in Decisions that Reflect Community Values
• Enhances Agency Credibility
• Builds Public Trust

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Role of Culture in Campaigns

SOCIAL ENVIRONMENT
Same in EVERY Country:

• Individual
• Family/ Friends
• Workplace/School
• Community
• State/City
• Nation

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Safety Culture

• We can define ‘traffic safety culture’ as the shared belief system of a

group of people, which influences road user behaviors and
stakeholder actions that impact traffic safety. Road users include all
participants in the roadway transportation system. Road user
behaviors include actions that influence crash risk and crash
severity. Importantly, this definition applies to stakeholder actions
as well.
Source: https://www.towardzerodeaths.org/traffic-safety-culture/

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Campaign Examples

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Campaign Examples

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Campaign Examples

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Campaign Examples

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Campaign Examples

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Campaign Examples

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Videos

• https://www.youtube.com/watch?v=XXHZvlsU6yk (MISTAKES)

• https://www.youtube.com/watch?v=X8Ob6hnx8AE
• (COFFEE BIN)

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National Examples

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Media strategy for Traffic Safety
Vision
We strive for traffic safety
in the Kingdom to be the safest in the world
Message
Establishing the safety principle of the traffic
environment.
Objectives ,

- Raise the rate of traffic safety for the Kingdom

internationally.
- Raise awareness of traffic regulations
- Promote the concept of traffic safety through
awareness programs and events.
- Unifying media campaigns between relevant sectors,
government agencies and the private sector.
- Motivating the partners in the Traffic Safety
Committee to participate in the awareness campaigns.

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 Texting while driving campaign

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 Knowledge Check - Communication/Outreach

• Recognition and recall are principle components of public campaigns

• Coordination with other sectors can make a difference to outcome of
messaging and action of a campaign
• Cultural appropriateness is critical to acceptance of messaging
• Traffic Safety Culture is a shared belief system which influences road
user behavior

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