1. Raphael D. Huguenin, Dr. phil. Vicedirector Swiss Council for Accident Prevention bfu Qualitative evaluation of Awareness Campaigns

2. Evaluation of campaigns: criteria Accident statistics Behavioural observations Attitudes Opinions Contacts Face validity – qualitative evaluation

3. Qualitative evaluation: criteria Preparation – strategy (18 vs. 6 %)

4. Preparation Preparation Campaigns are concerts Concept – Target – Target group – Thread Marketing Added value Media Means of information – Poster – Leaflet – Gift – Exhibition – etc. Mediators – Police – Associations – etc. Evaluation

5. Qualitative evaluation: criteria Combination with other measures (8-14 vs 0 %!) One topic (12 vs 6 %) Local(/regional) campaigns Personal approach (P. Delhomme/INRETS; Gadget) Preparation – strategy (18 vs. 6 %)

6. Evaluation of the approach Evaluation of the approach Marketing Added value

7. Evaluation of the approach Evaluation of the approach Topic

9. Evaluation of the approach Evaluation of the approach Target group

11. Evaluation of the approach Evaluation of the approach Psychological approach

13. also too fast?

15. Qualitative evaluation: summary The impact of road safety campaigns can be improved if they are concerted marketing oriented focussed on one single topic combined with other measures