Increasing Awareness of Road Safety Risk Factors
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1 IRF Road Safety Challenge for Africa Session IV: Safer Road Users Increasing Awareness of Road Safety Risk Factors International Conference March 2015, Addis Ababa, Ethiopia Randall Cable Pr Eng, SANRAL
2 Overview Safe Systems approach Pillar 2 and Pillar 4 Challenges Road Safety Communication Campaigns Theory of Behaviour Change Key Focus Areas Integrated Campaigns
3 Road Safety A Global Issue Road deaths increased by 46% between 1990 and 2010 Some 90% in LMICs and the victims are predominantly vulnerable road users, males, and include the most socio-economically active citizens Estimated that by % road deaths will occur in LMICs
4 Road safety A South African Issue South Africa 2011/ Fatalities (RTMC) Drivers: Passengers: Pedestrians: Cyclists: 557 SADC COUNTRIES # ROAD DEATHS SPLIT PER ROAD USER SADC Issue : +/ Road Fatalities per year Pedestrians 50% Other 1% Pedestrians 4678, 34% Passengers 32% Drivers 27% Drivers/Passeng ers Vehicles 45% Passengers, 5023, 36% Drivers, 4066, 30% Pedestrians 37% / Cyclist 4% Source: Road Traffic Management Corporation Cyclist 3% Motor cyclists 1%
5
6 Conventional Road Safety Engineering Thinking
7 Pillar 2: Safer Roads and Mobility
8 Safe Systems Approach Despite all efforts to prevent crashes, road users will remain fallible and crashes will occur. Safe System approach is to ensure that in the event of a crash, the impact energies remain below the threshold likely to produce either death or serious injury. It stresses that those involved in the design of the road transport system need to accept and share responsibility for the safety of the system, and those that use the system need to accept responsibility for complying with the rules and constraints of the system.
9 Pillar 2: Safer Roads and Mobility Engineering Priorities - Pedestrians Genuine need for pedestrians to cross or travel along major routes. Vulnerable Road Users: Pedestrians Poorest of the poor - Captive Road Users Poor land use planning resulting in unsafe desire lines
10 Retrofit existing infrastructure A Safer Place to Walk After Before
11 Retrofit existing infrastructure A Safer Place to Cross
12 Pedestrian Bridge Case Study
13 Pedestrian Bridge Case Study
14 Pedestrian Bridge Case Study
15 Complex Issues
16 Pillar 4: Safer Roads Users Road Safety Communication Campaigns Primary Objective Create awareness Educate safe and unsafe behaviour Change attitudes and beliefs Change road user behaviour
17 Pillar 4: Safer Roads Users Road Safety Communication Campaigns Behavioural Change is a complex scientific field of study Theory of Planned Behaviour Intention to Behave in a certain way Influenced by Combinations of individual and social factors: Leads to a Behaviour (Action) Design Interventions around the factors that may change the intention
18 Individual and Social Factors One s perceived own ability Theory of Planned Behaviour Attitudes towards the behaviour Intention Actual Behaviour (Action) Social Norms
19 Theory of Planned Behaviour Individual and Social Factors Ability: Skill and experience, did it before! Attitude: Will I be caught / prosecuted? Society Norms: My friends speed all the time! I m late! Intention Need to to make Speed up time! Excessive Speeding
20 Theory of Planned Behaviour Individual and Social Factors Understand physical limitations I will be caught and prosecuted Anti-social Intention to Comply with Speed limit No Speeding!!!
21 Pillar 4: Safer Roads Users Road Safety Communication Campaigns What Behaviour or Attitude do we want to Change? Guided by Crash or Traffic Offence Data Define the Target Audience The Target Audience should be segmented to better understand their characteristics Male or Female or Both Age Groups Key Focus Areas
22 Pillar 4: Safer Roads Users Road Safety Communication Campaigns Key Focus Areas The Target Audiences should guide the types of media to be used Social media is a rapid growing media type for specifically for younger road users Evaluation and monitoring techniques must be considered, such as changes in behaviour and attitude Report: Best Practices for Road Safety Campaigns
23 Pillar 4: Safer Roads Users Road Safety Communication Campaigns
24 Pillar 4: Safer Roads Users Integrated Road Safety Calendar Specific Road Safety Theme per Month Focused Messaging Pool resources together (Education, Enforcement, Eng.) E.g Aug Speeding Sep Seat bealts Oct Road Safety for Children Nov Pedestrians Dec Alcohol Fatigue Seatbelts Public Transport, etc
25 Pillar 4: Safer Roads Users Provincial Road Safety Calendar E.g. September - Seat belts Electronic Billboards Hashtag # - Social Media Radio Newspaper Law Enforcement
26 Targeted Media Commentary 26
27 Media Response 27
28 On-line Media Response Go to Insert > Header & Footer > Enter presentation name into footer field 28
29 Media Response Broadcast 99K listeners 649K listeners 740K listeners 1.6m listeners 345K listeners 960K listeners 4.5m listeners 30K listeners 31K listeners 360K listeners 880K listeners Go to Insert > Header & Footer > Enter presentation name into footer field Go to Insert > Header & Footer > Enter presentation name into footer field 3.3m listeners 29 29
30 Conclusions The Safe Systems Approach also requires Safer Road Users to play their part Safer Road Users can be obtained Influencing Attitudes and Behaviour Road Safety Communication Campaigns Scientific Tool Influence Behaviour Key Focus Areas Road Safety Calendars can optimise resources
31 Thank you for your attention
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