Riitta Koivisto - Rikoksentorjuntaneuvosto
Riitta Koivisto - Rikoksentorjuntaneuvosto
Riitta Koivisto - Rikoksentorjuntaneuvosto
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Road Transport Board “Put Put the<br />
Braces On!” On!<br />
> Participation (wish): people go along only if they can<br />
see a personal need or benefit.<br />
> Assessment: An effective campaign but the message<br />
needs to be constantly reinforced.<br />
Allikas: Mariliis Vahe (2004) Sotsiaalturunduse ja sotsiaalse vastutuse<br />
võimalikud tõlgendusviisid Eestis, magistritöö, TÜ<br />
Pilot Reserch Findings<br />
Domineerivad<br />
kollektivistlikud<br />
väärtused<br />
Sotsiaalset võrgustikku<br />
arendavad ja inimeste<br />
tegevuskeskkonda<br />
kujundavad programmid<br />
mõistatavamad,<br />
vastuvõetavamad.<br />
III<br />
Domineerivad<br />
individualistlikud<br />
väärtused<br />
Normide järgimine<br />
seotud tarbimisliku<br />
hedonismi, osalt ka<br />
moraalse lunastuse<br />
vajadusega.<br />
To Scare Or To<br />
Encourage?<br />
Encourage<br />
Values and Social Campaigns<br />
120<br />
100<br />
80<br />
60<br />
40<br />
20<br />
0<br />
Scary Campaigns Are<br />
Considered To Be More<br />
Effective<br />
> Look, if there is such a harsh campaign going<br />
on with crash pictures shown, then at the time of<br />
exeeding the speed limit you remembre it, visualise a<br />
picture and fasten the belt. Naturally.<br />
> There are some people who thanks to the Zebra<br />
campaign saw a car wreck at Viru Street, because<br />
someone had driven without fastened seat belt and I do<br />
think that people when they now fasten their seat belts<br />
recall that picture and that is why they fasten it.<br />
Interpretation of Social Campaigns Is<br />
Connected Sith the Value Systems of<br />
People… People<br />
Values in Estonia and Sweden<br />
% of the respondents who considered a value to be of<br />
`very high` or `rather high` impotance<br />
Individualistlik-<br />
Rootsi Eesti<br />
hedonistlikud väärtused<br />
puhas keskkond<br />
tehnika areng<br />
mugav elu<br />
huvitav elu<br />
enes eteostus<br />
rahu maailmas<br />
kaunis maailm<br />
tugev perekond<br />
sisemine harmoonia<br />
vabadus<br />
armastus<br />
riigi julgeolek<br />
meeldiv el u<br />
lunastus<br />
eneseaustus<br />
tarkus<br />
ausus<br />
tervi s<br />
15