Road Safety Campaigns
Our research team found some national road safety campaigns from India and the UK. They are the 'Sadak Suraksha Jeevan Raksha,' The 'Carvin Family: Life Without Zoë,' and the 'Child and Teen Education Campaign.'
‘Sadak Suraksha Jeevan Raksha’ meaning Road Safety Survival in English
KEY MESSAGE OF THE CAMPAIGN
In 2018, the Ministry of Road Transport and Highways (MORTH) in India released a series of films; featuring Akshay Kumar, a popular Bollywood actor, on road safety campaign. In the three short films, Kumar, dressed as a constable, is seen penalizing traffic offenders.
MORTH's purpose with the road safety campaign was to "encourage commuters to follow traffic rules" to "build a better society free of accidents."
The ‘Sadak Suraksha Jeevan Raksha’ campaign included TV, radio, digital (YouTube and Instagram), and outdoor.
'The Carvin family: life without Zoë'
In 2017, 'THINK', the UK government agency charged with running road safety campaigns, released a short video in which the Carvin's family recounted their heart-breaking story on how they lost a loving mother and wife, Zoe to a driver texting at the wheel.
The purpose of the road safety campaign was to spread awareness around driving while texting with the slogan, "Nothing is so important it can’t wait. THINK Put your phone away," and reminds "drivers of the new stiffer penalty facing anyone caught using their phones at the wheel."
The 'Carvin Family: Life Without Zoë' campaign included cinemas, billboards, radio, social media (Facebook and YouTube), and is supported by the ‘THINK’ website, which has more information on the road safety campaign, including laws and facts about mobile phones.
In 2018, THINK!, the UK governmental agency charged with running road safety campaigns, re-launched a three-minute video in which Sam Homewood, "children’s TV presenter and CITV star," is informing "children aged seven to 12 and teenagers aged 13 to 16" about road safety.
The road safety campaign was scheduled to launch before the school summer holidays and to coincide "with September’s 'back to school' period and road safety week in November." The sole purpose was to encourage teenagers to "speak up if they see their friends in a dangerous road situation" with the slogan, "‘stop, look, listen, think."
The 'Child and Teen Education Campaign' was featured on social media (Facebook, Twitter, Pinterest, and YouTube), and is supported by the 'THINK' website, which has more information on the road safety campaign, as well as educational resources.
We started by examining several media sites, such as PR Week, Chronicle Live, ITV News, India West, and more, with articles discussing the campaigns above. Although there were other success metrics like the ‘Sadak Suraksha Jeevan Raksha’ winning the best advertising campaign of 2018, the various press publications do not mention any success impact on road safety attributed to the programmes. However, another news site in India, YourStory, claims that "Road safety campaigns have not been able to bring about a change in behavior and reduce the number of deaths and injuries suffered due to road accidents."
Next, we combed through the official websites of the bodies that launched the campaigns, 'THINK' in the UK, and the Ministry of Road Transport and Highways (MORTH) in India, to locate likely success metrics. We navigated through the profiles of these campaigns in the websites in an attempt to establish their progress. Unfortunately, other than presenting the audiences of the programmes, as well as the aims and delivery, data directly targeting their success was not available.
Finally, as a last resort, we attempted to triangulate the perceived impact of the campaigns by looking at the general picture. For example, if we can determine the change in road accidents resulting from text driving or ignoring traffic rules within the last two years in the UK and India, respectively, we might put the weight of the results on the distinct programmes. Regrettably, after searching through Teen Safe, Statista, and other related statistical databases, this approach proved futile. Therefore, after searching extensively through credible media sites, industry reports, and official websites we determined that data regarding the success metrics of the campaigns above is largely unavailable because of a lack of studies done to resolve whether the road safety programmes implemented achieved the desired results.