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CZECH ROAD SAFETY CAMPAIGNS ANALYSIS

This analysis examines critical elements of road safety campaigns aimed at changing driver behavior in the Czech Republic. It highlights the importance of targeted shock campaigns and emotional educative initiatives. Campaigns like "Think or Pay" focus on young drivers under 25 through multimedia outreach, while "The Action" uses real accident stories to evoke deep emotional responses. Despite the challenges presented by speeding and ingrained behaviors, effective messaging emphasizes careful driving and adherence to speed limits. Unique cultural and emotional dimensions are vital in shaping successful campaigns.

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CZECH ROAD SAFETY CAMPAIGNS ANALYSIS

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  1. Emil Drápela CZECH ROAD SAFETY CAMPAIGNS ANALYSIS

  2. Why road safety campaigns? Driving: 10% car 30% road 60% driver How to change drivers? How to appeal on them?

  3. Shock Campaigns e.g. Think or Pay • Massive shock campaign focused especially on drivers under 25. • 5 TV spots, internet and press campaign, interactive website • short-term effect

  4. Educative Campaigns TheAction • „Theextraordinary show forevery novice driversandthosewhowillbecome a driver in future. Picturesofrealroadaccidents not painted pink. Storiesofrealpeopletheirliveswherechanged in fewfatedseconds. Thereis no happyend in these stories. They are not a part of a film or a computer game. Therehavesomething in common – theycanhappenanytime to anybody. Thereis no applauseduringthis show.Thevisitors are mostlysilent. Thisis not a theatre performance. Thisis not a fiction. Thisis ... TheAction.“

  5. Educative Campaigns The Action • Live show for novice drivers • Oriented on emotions • Still remains feeling of show, theatral performance

  6. Educative Campaigns Let’s make a deal! • focused on young drivers against drink driving

  7. Educative Campaigns Let’s make a deal! • supported by breweries (responsible drinking), popular music groups… • Informative character • Not applicable for speeding problem

  8. What I missed? SPEEDING • The most important issue to solve • Problem with appropriate speed – the driver „always know better“ how high it is • Issue hardly to change by campaigns – behavioural shift is needed • Friendly advice approach

  9. Road safety campaigns • Geographical/mentality dimension • Emotional dimension • Time dimension • Road safety campaign have to be made for specific conditions of every state.

  10. The most important message: Normal is to drive carefully, to respect speed limits. Speeding is the most frequent reason of accidents, your first fault can be your last fault.

  11. emil.drapela@cdv.cz tel.: +420 608 438 269 Thankyouforyourattention.

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