Bosnia & Herzegovina: Road Management & Safety Project Road Safety Component

1. Bosnia & Herzegovina: Road Management & Safety ProjectRoad Safety Component Rob Reid Smith Monash University Institute for Public Safety & Justice International Road Safety Strategies: Example of Public Awareness Campaigns, Bjelasnica, May 21, 2002

2. Road Safety: Why the Need for a Strategy The BiH data shows road crashes: • Cost 1.5-2.0 percent of GDP • Equal to 27 percent of total Health spending • 2nd largest cause of death/injury for males aged 15-44 • High ratio of deaths per 10,000 vehicles [but data varies widely] • Year 2000 • Federation: 302 fatalities 7.1 per 10,000 vehicles • Republica Srpska 208 fatalities 6.9 per 10,000 vehicles Road Safety Strategies: Example of Public Awareness Campaigns, Bjelasnica, May 21, 2002

3. International Comparison Road Deaths per 10,000 Vehicles  BiH VICTORIA AUSTRALIA U.S. U.K. IRELAND SWEDEN   GERMANY   JAPAN         12 10 8 Fatalities per 10,000 Vehicles 6 4 2 0 2000 96 60 62 64 66 68 70 72 74 76 78 80 82 84 86 88 90 92 94 98 YEAR Road Safety Strategies: Example of Public Awareness Campaigns, Bjelasnica, May 21, 2002

4. Strategically Preventing Road Crashes • All governments have to make choices with funds • So intervene where the problems are worst • Where possible, combine immediate effect actions with longer term measures • Is there data telling you where are the worst problems • Where are the crashes happening • What are the main causes • What are possible countermeasures • Effective road safety is done with the people, not done to the people • Cooperation is the key, at whatever level possible Road Safety Strategies: Example of Public Awareness Campaigns, Bjelasnica, May 21, 2002

5. Immediate effect & reinforcing Public Awareness Campaigns Integrated Road Safety Program Education: communities & schools Enforcement Effort Engineering: targeting hazardous locations Long term effect Cumulative medium term effect Road Safety Strategies: Example of Public Awareness Campaigns, Bjelasnica, May 21, 2002

6. Proposed Interventions • Consultations with principal road safety stakeholders in the Federation, in cantons and in Republica Srpska • Roles, responsibilities and contributions • What is known about local causes of crashes • What are the gaps in knowledge • Identify how countermeasures will be prioritized • Options for road safety countermeasures in the strategy • Prepare Action Plans with stakeholders Road Safety Strategies: Example of Public Awareness Campaigns, Bjelasnica, May 21, 2002

7. Victoria, Australia: an Example of Public Awareness Campaigns • Critical causes of crashes in Victoria • Excessive speed • Drunken driving Road Safety Strategies: Example of Public Awareness Campaigns, Bjelasnica, May 21, 2002

8. Road Safety Strategies: Example of Public Awareness Campaigns, Bjelasnica, May 21, 2002

9. Road Safety Strategies: Example of Public Awareness Campaigns, Bjelasnica, May 21, 2002

10. Road Safety Strategies: Example of Public Awareness Campaigns, Bjelasnica, May 21, 2002

11. Public Awareness Campaigns Road Safety Strategy Engineering: targeting hazardous locations Enforcement Effort Education: schools & communities • Outputs • TV ads - great visual power and centre of the campaign • Radio ads - wider reach and gets to drivers on the road • Billboards - strong image, simple slogan • Evaluation of mass marketing campaign effectiveness • Inputs • Political champion • Investor with commercial focus • Advertising creativity using core emotions • Research which markets to target • Research target market’s personal fears and vulnerabilities • Prepare TV ads on commercial basis & reinforce in all media • Results • Public shocked by tough advertising campaign • Public perception heightened of high risk behaviour • Target the public’s sense of responsibility to loved ones • Target public fears - loss of liberty and gaol Road Safety Strategies: Example of Public Awareness Campaigns, Bjelasnica, May 21, 2002

12. If you drink, then drive, you’re a bloody idiot Don’t fool yourself, speed kills Road Safety Strategies: Example of Public Awareness Campaigns, Bjelasnica, May 21, 2002

13. Drink, Drive, Kill, Gaol Road Safety Strategies: Example of Public Awareness Campaigns, Bjelasnica, May 21, 2002

14. Road Safety Strategies: Example of Public Awareness Campaigns, Bjelasnica, May 21, 2002

15. These factors contributed more than 30% to the reduction in serious casualty crashes Public Awareness Campaigns: The Results • Independent university based evaluation shows that the key road safety measures in Victoria & their percentage contributions reducing serious casualty crashes from 1990 to 1996 were: • Speed camera operation (principally speeding tickets issued):10-11% • “Speeding” and “concentration” television advertising: 5-7% • Drink-driving program (booze bus + drink-driving publicity) 9-10% • Reduced alcohol sales: • 3% in 1990 • 6% in 1991 • 7% in 1992 • 9% in 1993 • 8% in 1994 • 9% in 1995 • 10% in 1996 Source of information: Monash University Accident Research Centre, Report, April 1998 Road Safety Strategies: Example of Public Awareness Campaigns, Bjelasnica, May 21, 2002

16. THE END Road Safety Strategies: Example of Public Awareness Campaigns, Bjelasnica, May 21, 2002