Dr. Adnan Rahman,Cambridge Systematic ... - IRF India chapter
Dr. Adnan Rahman,Cambridge Systematic ... - IRF India chapter
Dr. Adnan Rahman,Cambridge Systematic ... - IRF India chapter
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Public Education, Campaign and<br />
Community Involvement<br />
presented to<br />
Road Safety in Urban and Rural Roads<br />
Manekshaw Centre, New Delhi<br />
presented by<br />
<strong>Cambridge</strong> <strong>Systematic</strong>s, Inc.<br />
<strong>Dr</strong>. <strong>Adnan</strong> <strong>Rahman</strong><br />
November 2012<br />
Transportation leadership you can trust.
<strong>Cambridge</strong> <strong>Systematic</strong>s<br />
Offices in major cities<br />
• New office in <strong>India</strong><br />
Transportation investments deliver results<br />
• Innovative policy and planning solutions<br />
• Objective analysis<br />
• Technology applications<br />
Safety Team<br />
• National experts<br />
• Experience in public information & education<br />
1
The Safety Situation in <strong>India</strong><br />
WHO<br />
• Worst traffic crash rate worldwide<br />
• 130,000 deaths a year<br />
• 14 deaths every hour<br />
Road Safety Is No Accident<br />
• Majority are preventable<br />
2
<strong>India</strong>’s Unique Challenges<br />
Population<br />
User Mix<br />
• On foot<br />
• Bicycles<br />
• Auto rickshaw<br />
• Bicycle powered rickshaws<br />
• Scooters<br />
• Cars and buses<br />
• Public transit<br />
• Trucks<br />
Rural Areas<br />
• Animals<br />
3
Improving Transportation Safety<br />
Modifications to roadway/environment<br />
Changes in behavior and attitude<br />
• Can take several years<br />
3 E’s E s of Safety<br />
• Engineering<br />
• Education<br />
• Enforcement<br />
4
Engineers<br />
Engineering measures<br />
• Improve physical environment<br />
• Overcome human or vehicle limitations<br />
Vehicle Design<br />
• Safety Belts<br />
− No national law in <strong>India</strong><br />
− Gujarat and New Delhi<br />
5
Education<br />
Reduce unsafe behaviors and increase safe behaviors<br />
Improve driving skills<br />
Increase knowledge of the rules of the road<br />
Target unsafe actions, i.e., distracted driving and drunk<br />
driving<br />
Address specific populations, i.e., teen drivers,<br />
motorcyclists, and pedestrians<br />
6
Enforcement<br />
Modify behavior<br />
Must include<br />
consequences<br />
Education combined with<br />
enforcement is most<br />
effective<br />
7
Road Safety Action Plan<br />
National<br />
Road Safety<br />
Policy<br />
Target<br />
<strong>Dr</strong>ivers<br />
Improve Data<br />
Reporting<br />
Systems<br />
Safety<br />
Education for<br />
Children<br />
Broaden<br />
Reach of RSA<br />
Education to<br />
Accompany<br />
Enforcement
Road Safety Campaign<br />
Interactive Games<br />
Television PSAs<br />
Radio Spots<br />
http://morth.nic.in/index2.asp?slid<br />
=314&sublinkid=142&lang=1<br />
9
Success Story<br />
New Delhi Traffic Strategies<br />
• Manned traffic intersections during peak hours<br />
• Cracked down on drunk driving<br />
• Checked commercial vehicles<br />
• Initiated zero tolerance enforcement<br />
• Disciplined bus stops<br />
• Cracked down on red beacon misuse<br />
• Awareness campaign<br />
• Social media<br />
• Pedestrian safety<br />
10
What Does Not Work<br />
Passive message<br />
Slogans<br />
Lecture oriented education programs<br />
Short term programs<br />
Scare tactics without ways to avoid danger<br />
11
Steps to Develop a Campaign<br />
Identify target audience<br />
• General public or sub-set<br />
Develop message<br />
• Modify behavior, stop or start behavior<br />
• Combination<br />
Focus test the message(s)<br />
Delivery mechanisms<br />
• Television, radio, newspapers<br />
• Internet, social media<br />
12
Public Involvement<br />
Involve local leaders<br />
• Provide information for public announcement<br />
• Make it easy to give support<br />
Provide campaign samples<br />
Provide technical contact<br />
13
Bangalore Cell Phone Campaign<br />
14
Chennai Traffic Police Aggressive <strong>Dr</strong>iving<br />
15
<strong>Dr</strong>ive Sober or Get<br />
Pulled Over<br />
16
Distracted <strong>Dr</strong>iving<br />
17
It Takes a Community<br />
18
What Works in Public Information<br />
Pre-test message(s)<br />
Longer term program<br />
Interactive education programs<br />
Give steps to avoid danger<br />
19
Contact<br />
<strong>Dr</strong>. <strong>Adnan</strong> <strong>Rahman</strong><br />
Director, International Division<br />
<strong>Cambridge</strong> <strong>Systematic</strong>s<br />
Europe: +31 651 209 747<br />
USA: +1 202 215 3528<br />
http://www.camsys.com<br />
20
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