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Identified risk factors as the basis for the design of road safety campaigns

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IDENTIFIED RISK FACTORS AS THE BASIS FOR THE DESIGN OF

ROAD SAFETY CAMPAIGNS.

Magaly Romão

Faculdade de Tecnologia de Jahu- FATEC JAHU Av. Trabalhador São Carlense, 400, São Carlos, Brazil Phone: +551633739613 E-mail: magaly.romao.jau@gmail.com

Co-authors(s): Antonio C. Ferraz, Universidade de São Paulo; Anabela Simões, Instituto Superior de Gestão de Lisboa.

ABSTRACT

The design of road safety campaigns requires the identification of the existing risk factors, which are related to particular problem behaviours and the definition of the related targeted behaviours (Delhomme et al. 2009). Usually, risk factors are identified by means of experimental studies being complemented with accidents statistics. Since there is no consistent and reliable statistical data providing the required information neither any experimental study identifying risk factors has been carried out in Brazil at our knowledge, a picture of the actual situation was inexistent. Thus, it was necessary to identify behavioural factors giving rise to unsafe acts that should be addressed in road safety campaigns.

1.INTRODUCTION

The road accident rates has become a great evil of humanity in the early of the XXI. According to the World Health Organization (WHO, 2013), approximately 1.3 million people around the world die each year on the roads. In addition, the number of injuries is between 20 and 50 million injured - many staying with severe physical, mental and / or psychological sequels that prevent a normal life (Ferraz et al, 2012.).

The human factor is decisive, alone or combined with other factors in 90-95% of the causes of traffic accidents, which makes understanding driver behaviour is a major challenge for the study of road safety (RUMAR1, 1985 apud GUÉHO; GRANIE; ABRIC, 2014).

The road safety campaigns can be regarded as an important means of persuasion to adopt safe behaviour because apart from concrete objectives of advertising are more general summarizing the advertising communication strategy, ie what you want the target audience think, believe or want, after being exposed to the advertising message and the desired behavioural change of the target audience (MARQUES, 2011).

However, when addressing the issue of traffic campaigns, the central question is about what we do know about safety campaigns in traffic. They have been successful? There are registers evaluations in campaigns?

Delhomme et al. (2009) understand that knowing the results of the actions of previous campaigns you can design better campaigns, and this fundamental step in designing any campaign. For to Achieve the goals with advertising actions of public service (social marketing), not enough convincing actions (communication campaigns), integration is needed with the legislation of shares (regulation) and also control actions (enforcement) (DELHOMME et al., 2009).

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However, in an extremely diverse landscape like Brazil, it is necessary to know the problems about the road accident rates, understand the user behaviour of this system, identify the multidisciplinary nature of the area in question, and direct those actions to specific issues and specific target audience.

Accordingly, this paper presents a proposal of a multidisciplinary nature, in that it suggests the use of campaigns, combined with other actions to fight the accident rates, more specifically through the analysis of external risk factors to the individual and their own behaviour in traffic, using a methodology that addresses the essentials needed to prepare road safety campaigns, following the recommendations of the CAST project (Delhomme et al., 2009), funded by the European Commission in the 2006-2009 period.

2. OBJECTIVE

This research proposed by analyzing risk factors:

1-Identify priorities for defining topics of future campaigns, and;

2-A new process obtaining and collection based on collecting subjective data that primarily constitutes a complement to statistical accidentality data, if any (in the case of Brazil, the DATASUS), or even a new alternative data, considering the lack thereof.

3-Establish a methodological tool, primarily based on behaviour analysis of other road users, followed by a supplementary analysis of risk factors the drivers themselves, with potential to be replicated in its foundations and grants for implementation of road safety campaigns considering precariousness or even the lack of data to make it possible to follow the recommendations set out in the European project CAST(DELHOMME et al., 2009).

3. METHOD

For this, a methodology has been setup involving the data collection by means of two questionnaires: 1. The first one addressed their main concerns regarding: (a) all road users’ behaviour; (b) the

quality of the infrastructure and its equipment; (c) their opinion about usefulness of road safety campaigns; and (d) the preferred types of messages and the efficient communication media.

2. The Driver Behaviour Questionnaire (Ref.)

Both questionnaires were administered by the referred order and have been available to be filled in online in a Google platform during 30 days.

A total of 750 questionnaires were filled in during the displayed period although just 595 ( just inSao Paulo State) of them have been considered in conditions of integrating the sample.

The association between these two instruments enabled the identification of road system risk factors, as well as common risky behaviours and the respondents’ preferences about the types of campaign messages and communication media.

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4. RESULTS

The sample was obtained by convenience with the participation of 598 vehicle drivers (100 participants are motorcyclists and drive other vehicles, 15 unique drivers of motorcycles and 483 drivers who doesn't use motorcycles), all domiciled in São Paulo State.

4.1 Characterization of the sample

The age group of the sample was composed of 72% of drivers between 17 and 49 years old and 28% for drivers over 50 years old and 79 years old, with certain uniformity in the distribution of participants, except for the age group between 25 and 29 years old which included 99 participants and only 17% of the sample.

Whereas experience in conducting and age are related with driving behavior, therefore, from this viewpoint, the sample collected, with the participation of 43% of drivers aged up to 35 years old, 40% with drivers between 36 and 55 years old and 17% over the age of 56 years old, when cognitive losses begin to manifest.

About the roadways where the sample participants drives most often, the majority drives more frequently in urban streets, in other words, 452 individuals or 76% of the sample.

4.2 Exploratory analysis of data

After entering the data into a database obtained from collection conducted with 598 drivers residing in the state of São Paulo, with the necessary adjustments to perform statistical analysis, it was decided to conduct the analysis of the questionnaires with use of SPSS, IBM tool (Statistical Package for Social Sciences), version 22.0 for Windows, where it was possible to first characterize the sample, following identify risk factors and preventive actions on road safety related to other road users, from the perspective of drivers with related data to (1) risk factors, (2) the behavior of road users, (3) the importance of campaigns and (4) messages of the campaigns, and was finally it was possible analyze the results obtained with the DBQ - Driver Behaviour Questionnaire (REASON, 1990), which conducted an identification of the behavior of road users, clarifying decisively the focus and slogan of the campaign.

5. FINAL CONSIDERATIONS

The statistical analysis of the collected data enabled the identification of the following risk factors related to the road system: (1) poor road infrastructure conditions, (2) poor signing conditions, (3) poor vehicle conditions, and (4) interaction with other road users (mainly pedestrians). Opinions about problem-behaviours were also identified, stressing the following factors: (1) drowsiness, (2) drink and drive, (3) drugs and medication effects (4) texting driving. Concerning the campaigns importance, the respondents considered that they should: (1) be directed to identified risk factors, (2) be associated to other actions such as enforcement and (3) have its results published by the government entities. Regarding the results of the DBQ questionnaire, 7 risk factors based on the respondents’ own experience were identified as more important and related to unsafe attitudes and behaviours: (1) poor fitness to drive, (2) violations, (3) distraction/inattention, (4) aggressive driving, (5) poor situation awareness, (6) stress and (7) behavioural adaptation. These factors represented the priority topics that should be handled in future campaigns.

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In the near future, experimental studies should be carried out with aim of confirming and updating the present findings. Furthermore, the rapid development and emergence of ITS in Brazil require experimental studies in real settings and in driving simulator. The results of these studies should be shared with Transport authorities and other entities being responsible for decisions on road safety campaigns in order to ensure that any actions towards road safety will get the targeted results.

REFERENCES

Delhomme, P. et al.(2009) Manual for designing, implementing and evaluating road safety communication campaigns. Belgian Road Safety Institute (IBSR-BIVV), CAST Project (Campaigns and Awareness Raising Strategies in Traffic Safety). European Commission, Brussels.

Guého, l.; Granie, M. A.; Abric, J. C.(2014) French validation of a new version of the driver behaviour questionnaire (DBQ) for drivers of all ages and level of experiences. Elsevier.

Ferraz, A. C. P. et al. (2012). Segurança Viária. 2ª ed. São Carlos: Suprema Gráfica e Editora. 322p. Marques, C. D.(2011) A Influência da Publicidade na Segurança Rodoviária. 2001. 79p. Dissertação (Mestrado) - Instituto Politécnico de Lisboa, Lisboa.

Ministério da Saúde (2012). Mortalidade – Brasil. <http://tabnet.datasus.gov.br/cgi/tabcgi.exe?sim/ cnv/obt10uf.def>. Access: November 02. 2015.

Reason, J. et al.(1990) Errors and violations on the roads: a real distinction? In: Ergonomics, v.33. Taylor and Francis, p.1315-1332.

Reason, J.; Hobbs A.(2003) Managing Maintenance Error. ASHGATE, London.

WHO (2013). World Health Organization. Global status report on road safety 2013. World Health Organization. Genebra. <http://apps.who.int/violence_injury_prevention/road_safety_status/2013/ en/index.html>. Access: November 02. 2015.

References

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