Riitta Koivisto - Rikoksentorjuntaneuvosto

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