Stepwise approach for creating Awareness Campaigns in Cambodia Helmet Wearing Promotion Project Regional Meeting 09 September 2010 Meas Chandy Disclaimer: Significant parts of the presentation were taken from the European Manual for Designing, Implementing, and Evaluating Road Safety Communication Campaigns (FP6 project CAST)

Outline 1.Introduction to stepwise approach for creating awareness campaigns 2.Practical implementation of the stepwise approach in Cambodia Helmet Wearing Campaign Introduction

Part I: Intervention mapping as a stepwise approach for creating awareness campaigns Introduction

Campaigns are all about changing behavior. So a crucial point is to understand the determinants of behavior –Predisposing factors –Reinforcing factors –Enabling factors Introduction

Predisposing factors:  “learning-related factors within the persons of the target population that facilitate or hinder motivation for change”  e.g., awareness of the problem, beliefs about the problem, attitudes toward the problem, perceptions about wearing helmets Introduction

Reinforcing factors:  “factors that encourage or discourage continuation of the behaviour”  e.g., social support, peer pressure, incentives, punishment (fines, demerit points) Introduction

Enabling factors:  “factors that can help or hinder the desired behaviours as well as environmental changes”  e.g.  Skills: how to correctly wear the helmet  Resources: money to buy a helmet  Barriers: hot weather Introduction

Changing needs understanding but Understanding is not sufficient for changing Introduction

It involves: - Applying theories - Learning from earlier empirical studies - Collecting data from target population Changing behaviour needs a systematic and planned approach. Introduction Changing behaviour is a science

Theory and Research High Personal Relevance Difficult Behavior Change Fear = Defensive reaction + Introduction

Theory and Research High Personal Relevance Difficult Behavior Change Skills = Constructive reaction + Introduction

Part II: Practical implementation of the stepwise approach

Intervention Mapping  Step 1: Needs Assessment  Step 2: Defining Campaign Objectives  Step 3: Selecting Methods and Strategies  Step 4: Designing the Campaign  Step 5: Planning for Campaign Implementation  Step 6: Planning for Campaign Evaluation

Intervention Mapping  Step 1: Needs Assessment  Step 2: Defining Campaign Objectives  Step 3: Selecting Methods and Strategies  Step 4: Designing the Campaign  Step 5: Planning for Campaign Implementation  Step 6: Planning for Campaign Evaluation

Task 1: Forming a working group: Representatives of the resource group Public authorities –Ministries of Public Works and Transport, MoH, MoI, MoEYS –National Road Safety Committee Ngo’s: HIB, CRY, GRSP, CRC, TICO, … Insurance companies: Infinity, Caminco Step 1: Needs Assessment

Representatives of the potential program adopters and implementers Enforcement authorities –Cambodian National Traffic Police –Local police Schools Private organizations, e.g. - Petrol stations –Honda –Restaurant owners –Telecom, … Step 1: Needs Assessment

What is the problem? Why? Is it a serious problem? What people are involved? Task 2: Conduct a needs assessment Step 1: Needs Assessment Where do we get the necessary information? - crash statistics (RCVIS) - hospital data - field surveys - past campaigns

RCVIS report 2008 Percentage of fatalities and casualties by type of transports Step 1: Needs Assessment

RCVIS report 2008 Percentage of population and fatalities by age category Step 1: Needs Assessment

RCVIS report 2008 Male accounted for 73% of casualties yet were only 49% of the population Step 1: Needs Assessment

Selection of a theoretical model underlying the target behavior in the campaign –Theory of planned behavior –Health-belief model –Protection motivation theory –Deterrence theory Step 1: Needs Assessment

Task 3: Describing the individuals who are the potential program recipients (target audience)  The recipients of campaign benefits may not necessarily be the population at-risk  There are often multiple groups targeted by an intervention, some of whom are populations at risk and others, those who influence the environment (e.g. police, school teachers) Step 1: Needs Assessment

Need for segmentation –Demographic: age, gender, education, occupation, family size, social class, … –Geographic: rural versus urban, province, … –Psychographic: personality, beliefs, values, interests, lifestyle –Behavioral: user rate (high offenders versus low offenders) Step 1: Needs Assessment

Geographic selection Step 1: Needs Assessment

Intervention Mapping  Step 1: Needs Assessment  Step 2: Defining Campaign Objectives  Step 3: Selecting Methods and Strategies  Step 4: Designing the Campaign  Step 5: Planning for Campaign Implementation  Step 6: Planning for Campaign Evaluation

At this stage, the general aim of the campaign is translated into specific objectives “To increase helmet wearing rates amongst targeted groups in Phnom Penh’s 7 Makara District “. Step 2: Campaign Objectives

Intervention Mapping  Step 1: Needs Assessment  Step 2: Defining Campaign Objectives  Step 3: Selecting Methods and Strategies  Step 4: Designing the Campaign  Step 5: Planning for Campaign Implementation  Step 6: Planning for Campaign Evaluation

Methods to influence knowledge –Discussion (e.g. in class rooms, on TV, radio, …) –Images –Active learning –… Methods to change habits –Presenting substitute behaviors –Presenting cues (I buckle up before I start the engine) Step 3: Methods and Strategies

Methods to increase awareness/risk perception –Information about personal risk –Persuasive communication (e.g. role model stories) –Fear arousal –… Methods to increase self-efficacy –Skill training (e.g. short courses) –Guided practice with feedback (e.g. additional road education courses) –Reinforcement Step 3: Methods and Strategies

Intervention Mapping  Step 1: Needs Assessment  Step 2: Defining Campaign Objectives  Step 3: Selecting Methods and Strategies  Step 4: Designing the Campaign  Step 5: Planning for Campaign Implementation  Step 6: Planning for Campaign Evaluation

Develop the campaign strategy –Task 1: Define the strategy –Task 2: Develop the message –Task 3: Choose the media and media plan Step 4: Designing the Campaigns

Task 1: Define the strategy Isolated campaign: a single campaign Combined campaign: accompanied by increased enforcement, changed legislation and/or educational activities Integrated campaign: –Horizontal integration: across sectors (involvement of different stakeholders) –Vertical integration: across levels (from National to municipal) Step 4: Designing the Campaigns

Integrated campaign Combined campaign Step 4: Designing the Campaigns

Combined campaign Step 4: Designing the Campaigns

Task 1: Define the strategy Mass-media communication (non-personal) –TV, radio, newspapers, … Selective communication (reach target groups simultaneously) –Cinema, direct mail, flyers, brochures Step 4: Designing the Campaigns

Provide accessibility and role model Subsidized distribution 2000 helmets to 4 high schools in Phnom Penh Step 4: Designing the Campaigns

Task 2: Develop the message General principles about the campaign message –Clear –Consistent –Unambiguous –Well understood by the target audience Content of the message versus style of the message You might want to involve an advertising agency to propose different communication concepts Step 4: Designing the Campaigns

Campaign identifiers –Mascots –Branding –Logo -> they increase acceptance and/or credibility of the message Step 4: Designing the Campaigns

Intervention Mapping  Step 1: Needs Assessment  Step 2: Defining Campaign Objectives  Step 3: Selecting Methods and Strategies  Step 4: Designing the Campaign  Step 5: Planning for Campaign Implementation  Step 6: Planning for Campaign Evaluation

Choice of media Media planning Pre-testing (if possible) Step 5: Planning for campaign implementation

Choice of media –Depends on the target audience’s media habits Young males watch football matches, boxing, music,… –Depends on geographic coverage of the campaign Step 5: Planning for campaign implementation

Media planning= Scheduling the distribution of campaign materials (spots, billboards, website, …) and supportive activities (e.g. education, enforcement, …) Step 5: Planning for campaign implementation

Pre-testing !! –Is the message appropriate for the target audience? –Is the message understood as intended? –Is the message clearly stated? –Is the message perceived as useful to the target group? –Is the message well recalled or remembered? Step 5: Planning for campaign implementation

Intervention Mapping  Step 1: Needs Assessment  Step 2: Defining Campaign Objectives  Step 3: Selecting Methods and Strategies  Step 4: Designing the Campaign  Step 5: Planning for Campaign Implementation  Step 6: Planning for Campaign Evaluation

Types of evaluation –Outcome evaluation: Road crashes, injuries, fatalities (e.g. from RCVIS). However, beware that these may not be the direct result of your campaign! Behavior as outcome measure –Helmet wearing How to measure: Observed behavior, self-reported behavior, number of offences. Beware of confounding factors: use of control group! Step 6: Planning for campaign evaluation

Have you heard about helmet campaign? Step 6: Planning for campaign evaluation Solidus report 2009

What was the source from which you learned about it? Step 6: Planning for campaign evaluation Solidus report 2009

Can you tell me, in your opinion which is the most important benefit that would make you wear a helmet? Step 6: Planning for campaign evaluation Solidus report 2009

Can you recall the key message of the Road Safety Campaign which you have learned about helmet wearing? Step 6: Planning for campaign evaluation Solidus report 2009

Do you know that "motorcyclist are required to a wear helmet" according to the traffic law? Step 6: Planning for campaign evaluation Solidus report 2009

Evolution of helmet wearing amongst drivers and passengers (Solidus 2009) Step 6: Planning for campaign evaluation Solidus report 2009

Number of motorbike riders wearing a helmet (Solidus 2009) Step 6: Planning for campaign evaluation HIB, 2009

Step 6: Planning for campaign evaluation RCVIS report 2009

Thank you for your attention