The Influence of Social and Preventive Advertisement Educating the Behavior of Road Users Povilas Narbutas Deputy head of Traffic safety division

LRA Responsibility in Traffic Safety in Traffic Safety Safe infrastructure Informing road users about traffic conditions Education of road users, partial participation Enforcement, partial participation

Formal and informal education Formal (official) education Informal education Secondary schools Driving schools Family Media After-school activities Special projects (by police etc.)

National Program of Safe Traffic on the roads for the period Long term safe traffic campaigns: to encourage drivers not to exceed the speed limit; to encourage drivers and passengers to use safety-belts and child protection measures within the cars; to discourage driving while intoxicated and to create an atmosphere of intolerance against the drunk drivers; to encourage pedestrians to follow traffic regulations; to educate pedestrians and cyclists to use reflectors and vests with light reflecting elements.

In 2006 Lithuanian Road Administration was assigned to organize traffic safety campaigns.

Social advertisement: campaign on TV Public procurement tenders for the creation of commercials (the majority of them were acquired in this way); Buying ready-made clips (one clip, which was made abroad, was acquired in this way); Cooperation with TV channels: 2 programs in 2008, 1 in 2009.

Screen shot from clip: “Safety belts save lives”

Example of clip: “Drunk drivers”

Social advertisement: radio commercials All were created by various Lithuanian radio stations. The texts were approved by the Lithuanian Road Administration.

The number of TV channels and radio stations where social advertisement was broadcast

Social advertisement broadcasted on TV channels and radio stations (frequency) In 2008 social advertisement broadcasted throughout the year. In 2009 social advertisement broadcasted since September.

Project “Take Care of Each Other on the Road” Project participants: The Ministry of Transport and Communications, Lithuanian Road Administration under the Ministry of Transport and Communications, Kaunas Chief Police Commissioner‘s Office, Archdiocese of Kaunas. The slogan of this project was used at the end of every radio commercial and several of the video clips.

Direct Indirect

The Perception of traffic safety campaigns (sociological survey, 2008) Perception (%)

Perception of traffic safety campaigns (sociological survey, 2008) Effectiveness (%)

Perception of traffic safety campaigns (sociological survey, 2008) After traffic safety campaigns, 55 % of the respondents changed their driving habits

Example of clip: “Safety belts”

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