CAST

1. Project funded by the European Commission, Directorate-General Energy & Transport, under the 6th RTD Framework Programme CAST CAST Plenary Meeting 30 September Oslo

2. Plenary Meeting CAST WP5 – Pan-European Campaign What? design and implement a pan-European road safety campaign according to the guidelines in the CAST manual as a practical test of the manual Where? Belgium, Denmark, Greece Partners RfSF (Denmark)‏ UTh (Greece)‏ IBSR-BIVV (Belgium)‏

3. Plenary Meeting CAST WP5 – Pan-European Campaign December 2007: kick-off discussion of requirements in the Manual discussion of possible themes: driver fatigue / driver inattention as general focus “Getting started”: searching for more information on fatigue / inattention February 2008 Situation analysis: discussing more detailed data on fatigue / inattention (literature review)‏ More information needed per country!

4. Plenary Meeting CAST WP5 – Pan-European Campaign March-April 2008: survey on fatigue / inattention to have more detailed information on the situation per country risk awareness self-reported behaviour target groups countermeasures based on Danish questionnaire

5. Plenary Meeting CAST WP5 – Pan-European Campaign May 2008: survey results allow to narrow down the problem and target group per country Belgium: fatigue, 18-25 age group Denmark: fatigue, car drivers in general Greece: fatigue, professional drivers

6. Plenary Meeting CAST WP5 – Pan-European Campaign May – June 2008: campaign briefing briefing to advertising agencies looking for possible campaign partners June 2008: in-depth analysis of target audience June-July 2008: first campaign proposals and pre-testing August 2008: preliminary campaign reports and quality control

7. Plenary Meeting CAST WP5 – Belgium Specific context no registration of fatigue as factor in Belgian accident statistics international studies: fatigue = major factor in 10-20 % of accidents growing awareness of fatigue as accident factor until present, no large-scale campaigns on fatigue in Belgium

8. Plenary Meeting CAST WP5 – Belgium In-depth analysis of problem behaviour Literature review IBSR & ERSO fatigue deteriorates driving behaviour semi-automatic mental process compensatory strategies not sufficient to eliminate risk fatigue is quite frequent over 50% of private drivers at least 1x/year young drivers & professional drivers: increased risk fatigue increases crash risk 17 h awake = 0,05 BAC countermeasures may be directed at drivers, transport companies, roads and vehicles

9. Plenary Meeting CAST WP5 – Belgium In-depth analysis of problem behaviour Survey on fatigue and driver distraction face-to-face, 615 individuals (car drivers)‏ risk perception: “fatigue” = 4th factor (after speeding, alcohol, drugs) - “inattention” = 8th self-reported behaviour: 1/3 has driven while too tired over last 12 months higher rates for men, 18-34 aged, professional drivers, social upper class popular countermeasures: fresh air, listen to music, park & rest, coffee 1/3 do not know what to do to reduce fatigue information / awareness raising is considered most appropriate measure

10. Plenary Meeting CAST WP5 – Belgium Target audience 18-25 year old car drivers, mainly men high risk group due to lifestyle (ERSO)‏ more vulnerable to effects of fatigue (ERSO, UK Dept for Tranport)‏

11. Plenary Meeting CAST WP5 – Belgium Main behaviour predictors for target audience Qualitative pilot study (June 2008)‏ personal perceptions & motivations of 18-25 year old car drivers knowledge of general risk is OK, but personal risk apprehension not always present knowledge is applied for long journeys, not for short distances / known itineraries problem concentrated in early morning (after night out)‏ main motivation: get home asap to sleep > emotional + socially influenced social threshold for safe behaviour should be removed

12. Plenary Meeting CAST WP5 – Belgium Campaign strategy Theoretical framework: Protection Motivation Theory (PMT)‏

13. Plenary Meeting CAST WP5 – Belgium Campaign strategy increasing threat appraisal by influencing beliefs on personal vulnerability increasing coping appraisal by increasing response efficiency by providing knowledge about effective countermeasure (powernap)‏ decreasing response costs by removing social threshold to perform safe behaviour

14. Plenary Meeting CAST WP5 – Belgium • Objectives • Knowledge (> response efficiency) • Beliefs (> response efficiency, response costs, severity, vulnerability) • Behavioural intentions (> protection motivation) • Self-reported behaviour

15. Plenary Meeting CAST WP5 – Belgium Central message if you feel tired, take a powernap! Campaign elements radio spots (youngsters' stations, weekend nights), 4 weeks small posters in IBSR network (youth clubs,...)‏ small posters in cafés/restaurants (tbc)‏ online campaign: website with information + viral marketing elements information leaflet field actions: sleep-ins + volunteer network

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17. Plenary Meeting CAST WP5 – Belgium Evaluation formative evaluation: qualitative pre-test (DONE) process evaluation: objective exposure (number of messages distributed) subjective exposure (number of messages received in target audience)‏ outcome evaluation: Knowledge (> response efficiency) Beliefs (> response efficiency, response costs, severity, vulnerability) Behavioural intentions (> protection motivation) Self-reported behaviour Method: before / after measurement (online survey, quasi-experimental design with comparison group)‏

18. Plenary Meeting CAST WP5 – Denmark Situation analysis 2/3 car & van occupants are injured/killed in head-on & single accidents > possibly fatigue-related Danish Road Traffic Accident Investigation Board: fatigue is accident factor on motorways and needs intervention National Road Safety Action Plan (2007): fatigue is area of intervention (among others: communication)‏

19. Plenary Meeting CAST WP5 – Denmark In-depth analysis of problem behaviour Literature review cf ERSO results Survey on fatigue (2007)‏ 1037 drivers representative of Danish population fatigue generally accepted and recognized as risk factor (6th ranking out of 10)‏ 55% of drivers has driven while too tired (at least 1/yr)‏ remedies: fresh air (35%), stop (33%), listen to music (22%), drink coffee (15%)‏ no general knowledge about effective remedy (“power nap”)‏

20. Plenary Meeting CAST WP5 – Denmark Target audience Survey: fatigue driving more frequent in young drivers, male drivers, drivers who drive a lot however: general lack of knowledge about efficient remedy > more important to create general knowledge & public awareness > address general population of drivers (1st phase)‏ more targeted communication will be done in 2nd phase

21. Plenary Meeting CAST WP5 – Denmark Campaign strategy Theoretical framework: Communication Persuasion Model (Mc Guire)‏ Exposure Attention Understanding (What)‏ Understanding (How)‏ Change of attitude Storing and accept Searching for information Decision of changed behaviour Behaviour according to decision Strengthen (behaviour repeated )‏ Consolidation of behaviour (incorporated)‏ > sequential order of persuasive steps

22. Plenary Meeting CAST WP5 – Denmark • Objectives • Knowledge • Fatigue as risk factor (> understanding what) • Most effective remedy (> understanding how to) • ‏Beliefs • Attitude towards safe behaviour (> change of attitude) • Usefulness of safe behaviour ( > storing and acceptance) • Behavioural intentions (> decision of changed behaviour) • “powernap” • Self-reported behaviour (> behaviour according to decision) • “powernap” • other remedies

23. Plenary Meeting CAST WP5 – Denmark Central message sleepy behind the wheel? stop and sleep! Campaign elements roadside posters (reach over 80% of general driver population), near potential places to stop and sleep (6 months)‏ information folder risk of fatigue driving, signs of fatigue, what to do, myths to be killed distribution: insurance companies, petrol stations, employers, sleep disorder patients

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25. Plenary Meeting CAST WP5 – Denmark Evaluation Outcome evaluation exposure to message attention to message Knowledge Fatigue as risk factor (> understanding what) Most effective remedy (> understanding how to) ‏Beliefs Attitude towards safe behaviour (> change of attitude) Usefulness of safe behaviour ( > storing and acceptance) Behavioural intentions (> decision of changed behaviour) “powernap” Self-reported behaviour (> behaviour according to decision) “powernap” other remedies Method: before / after measurement (representative survey without control group)‏ + qualitative focus group interviews Press evaluation

26. Plenary Meeting CAST WP5 – Greece Specific context no registration of fatigue as factor in Greek accident statistics international literature: fatigue = major factor in 10-20 % of accidents until present, no large-scale campaigns on fatigue in Greece

27. Plenary Meeting CAST WP5 – Greece In-depth analysis of problem behaviour Literature review: fatigue as main cause of accidents cf ERSO results Literature review: theoretical models that explain problem behaviour all drivers are able to recognize when they feel sleepy, despite this many of them keep driving main reasons for continuing driving: poor understanding of crash risk > inaccurate knowledge underestimating transition speed between fatigue and sleep > incorrect perception

28. Plenary Meeting CAST WP5 – Greece In-depth analysis of problem behaviour Literature review: theoretical models that explain problem behaviour main reasons for continuing driving (cont.): no history of fatigue-related accidents > belief based on personal experience choosing to ignore warning signs > risk-taking pressure to reach destination > motivation no perceived threat of penalty

29. Plenary Meeting CAST WP5 – Greece In-depth analysis of problem behaviour Survey on fatigue and driver distraction telephone questionnaire, 1002 drivers fatigue ranks 8th out of 10 accident factors 58% have experienced fatigue while driving (at least 1x/yr)‏ countermeasures: park & rest (45%), coffee (20%), do not know (19%), other (18%)‏

30. Plenary Meeting CAST WP5 – Greece Target audience professional drivers high risk group identified in international literature (ERSO)‏ Greece: important number of offences committed by professional drivers, large number of accidents driving many hours affects driving capabilities professional drivers report having to drive more hours than legally allowed segmentation (tbc): taxi drivers (m+f), truck drivers (m), bus drivers (m+f)‏ secondary target: all drivers fatigue concerns all drivers

31. Plenary Meeting CAST WP5 – Greece Campaign strategy Theoretical framework: Health Belief Model - desire to avoid negative health consequence = key motivator for positive action‏ Stages of change model – explains steps of behaviour change

32. Plenary Meeting CAST WP5 – Greece Campaign strategy Make drivers understand fatigue risks Make drivers aware that fatigue influences their driving skills > Perceived threat Provide advice on effective countermeasures (plan the trip in advance + powernap) > Self-efficacy Convince employers not to force their drivers

33. Plenary Meeting CAST WP5 – Greece Central message Driving tired is deadly dangerous(fear arousal) Campaign elements Posters and leaflets Tv spot Radio spot‏ Web broadcasting gadgets

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35. Plenary Meeting CAST WP5 – Greece Evaluation formative evaluation: qualitative pre-test process evaluation: objective + subjective exposure (number of messages distributed / received in target audience)‏ impact evaluation: self-reported data on knowledge, beliefs, behavioural intentions, self-reported behaviour One-group before-during-after evaluation design

36. Plenary Meeting CAST WP5 – Conclusions regarding Manual Generally able to follow framework & recommendations Encountered problems: availability of data no accident stats, no observed behaviour measurements > no possibility to make direct link with problem behaviour no published results on previous campaigns

37. Plenary Meeting CAST WP5 – Conclusions regarding Manual Encountered problems: timing necessary to squeeze different steps together / perform steps simultaneously, not successively rules concerning official bids may lengthen the procedure searching for sponsors may take a long time (6 months or more) > influences budget > influences campaign elements... research and evaluation important budgets are needed (€ 30.000 minimum for before/after measurement)‏ not always easy to convince partners

38. Plenary Meeting CAST WP5 – Conclusions regarding Manual Encountered problems: budget restrictions no quantitative survey to determine behaviour predictors (BE), only qualitative pilot no quantitative pretest, only qualitative (BE)‏

39. Plenary Meeting CAST WP5 Thank you! More information: werner.dedobbeleer@bivv.be +32 2 244 15 82

40. Plenary Meeting CAST WP5 - Belgium