Public education campaigns via advertising. Effective?
Posted: Sat Aug 11, 2012 7:11 pm
I am the first to admit that I am highly sceptical of the effectiveness of a poster telling someone what they should do while waiting for the N0.9 bus. IMO these targeted ads preach to the converted and get scribbled on by those that they target. However I thought I would post this as I have the Man Flu and may have both lost my faculties and over reacted.
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https://www.facebook.com/SafeCyclingAus ... ed_comment
Thanks to our new and existing supporters and the shares from this page, this week we have reached 136,477 people on FB.
Who says you need a $3,500 half page ad in a newspaper to generate interest in cycling related issues.
Brad P
Speaking of Ads, check out @Ads4Cyclists on Twitter - advocating greater driver Awareness & Education for cyclist safety via effective Advertising & Communications.
Safe Cycling Australia
On the whole we believe that advertising to the morons we need to be targeting is at the very least worthless and non-productive. We have yet to be shown figures which give even some modicum of credibility to the claim that targeted education campaigns work.
Safe Cycling Australia
Behavioural change comes from peer pressure, enforcable rules and a sense of moral responsability. Those that most often stand to benefit from a good finger waving on our TV screens or the side of a Bus are the most likely to brush it off.
We hope the Red posters will encourage red light runners to do the right thing, but more realistically we believe peer pressure from fellow bike riders will have the desired impact on Brisbane's roads.
So, to cap off: Public Awareness - yay. Education- not so sure
Safe Cycling Australia
Does anyone else have an opinion on this issue? We know our view on "education" at SCA leans more towards sceptic old Cat Lady these days.
Brad P
The award winning Victorian TAC 'shock' advertising program has contributed greatly to reducing road tolls and raising motoring awareness, recognised widely across the world with local national and international awards. Its not only cyclists whom require road education, but more importantly the greater number of motorists whom require cycling awareness and education to change road behaviour for all road users. Behavioural change is generational, and in Australia we're looking at least 2-3 generations. Ad campaigns that can change mindsets quickly, change behaviour quickly. For more information on the TAC campaign visit:
Lowest road toll on record but the campaign goes on
http://www.tac.vic.gov.au
http://www.tac.vic.gov.au/jsp/content/N ... ageID=1922
Brad P
Education through using examples of behaviour in Advertising, educating young learner drivers, make a component for license training, education through resiting road tests with license renewals every 10yrs, leaflets with registration, etc. Soft 'community' campaigns will never shift cultural change.
Safe Cycling Australia
Our point in of of this is that reckless/drink driving in of itself has consequences. They include the derision of your mates, disqualification, financial pain, jail time and ultimately death.
If a motorist hits a bike rider, it is widely known and reported in the press that there are most often little or no consequences resulting. We've seen it time and again. The reason in our case is that education via media advertising is unsupported by laws and their meaningful enforcement with regards to vulnerable road users. Already this year we've seen that the monetary value placed on the life of a cyclist in the magistrates court totals less than $3500 in 2 instances.
Brad P
And I'd also challenge you when speaking 'collectively' for 136,477 followers to think more broadly.
Safe Cycling Australia
Show us that we should and we'll be happy to do just that Brad, trust us. We fully support what is being done to raise awareness, but without the benefit of effective laws to protect vulnerable road users in Australia, we hold little hope for meaningful change.
Brad P
Follow @Ads4Cyclists and see how 'holistic' Advertising can be effective in changing behaviour.
Safe Cycling Australia
Done
Edward H
The fear of advertising is justified to an already tainted audience. But don't knock it to the younger crowd. I think non-shock value directed advertising can help get more, and younger riders wanting to get out there. This in turn can get parents out there to monitor (bubble wrap) little Mary or Johnny.
Don't think too badly on advertising though. If we get better and smarter ideas to the general public, it can help.
We are still waiting to film our little piece, just gotta wait for good weather.
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Leaving aside the comment that "Soft community campaigns produce soft results" - which we and just about every road safety Org on either side of the fence could happily go gang busters on without drawing a single breath, and implies by default that advertising is our lord the Messiah - do you think that educational advertising campigns have any real impact if there is no consquence to ignoring the information they contain?
Put another way, which is more effective? A horrific drink driving ad, the very real possibility that you'll be pulled over for an RBT, peer pressure ie:your mates confiscating your car keys and driving you home, or a combination of all of the above? I argue that education - while it does play a vital role in the grand scheme - is not the key determining factor in effecting the behavioural change of those drivers who see no harm in risking the drive home regardless of the consequences. They are the people these ads are directed at after all, not the rest of us. I think it also gives an insight into the mindset of those we elect. I for one didn't vote at the last State election for Channel 9, I voted for a responsible Government. Stupid I know.
OK, now you can discuss
---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------
https://www.facebook.com/SafeCyclingAus ... ed_comment
Thanks to our new and existing supporters and the shares from this page, this week we have reached 136,477 people on FB.
Who says you need a $3,500 half page ad in a newspaper to generate interest in cycling related issues.
Brad P
Speaking of Ads, check out @Ads4Cyclists on Twitter - advocating greater driver Awareness & Education for cyclist safety via effective Advertising & Communications.
Safe Cycling Australia
On the whole we believe that advertising to the morons we need to be targeting is at the very least worthless and non-productive. We have yet to be shown figures which give even some modicum of credibility to the claim that targeted education campaigns work.
Safe Cycling Australia
Behavioural change comes from peer pressure, enforcable rules and a sense of moral responsability. Those that most often stand to benefit from a good finger waving on our TV screens or the side of a Bus are the most likely to brush it off.
We hope the Red posters will encourage red light runners to do the right thing, but more realistically we believe peer pressure from fellow bike riders will have the desired impact on Brisbane's roads.
So, to cap off: Public Awareness - yay. Education- not so sure
Safe Cycling Australia
Does anyone else have an opinion on this issue? We know our view on "education" at SCA leans more towards sceptic old Cat Lady these days.
Brad P
The award winning Victorian TAC 'shock' advertising program has contributed greatly to reducing road tolls and raising motoring awareness, recognised widely across the world with local national and international awards. Its not only cyclists whom require road education, but more importantly the greater number of motorists whom require cycling awareness and education to change road behaviour for all road users. Behavioural change is generational, and in Australia we're looking at least 2-3 generations. Ad campaigns that can change mindsets quickly, change behaviour quickly. For more information on the TAC campaign visit:
Lowest road toll on record but the campaign goes on
http://www.tac.vic.gov.au
http://www.tac.vic.gov.au/jsp/content/N ... ageID=1922
Brad P
Education through using examples of behaviour in Advertising, educating young learner drivers, make a component for license training, education through resiting road tests with license renewals every 10yrs, leaflets with registration, etc. Soft 'community' campaigns will never shift cultural change.
Safe Cycling Australia
Our point in of of this is that reckless/drink driving in of itself has consequences. They include the derision of your mates, disqualification, financial pain, jail time and ultimately death.
If a motorist hits a bike rider, it is widely known and reported in the press that there are most often little or no consequences resulting. We've seen it time and again. The reason in our case is that education via media advertising is unsupported by laws and their meaningful enforcement with regards to vulnerable road users. Already this year we've seen that the monetary value placed on the life of a cyclist in the magistrates court totals less than $3500 in 2 instances.
Brad P
And I'd also challenge you when speaking 'collectively' for 136,477 followers to think more broadly.
Safe Cycling Australia
Show us that we should and we'll be happy to do just that Brad, trust us. We fully support what is being done to raise awareness, but without the benefit of effective laws to protect vulnerable road users in Australia, we hold little hope for meaningful change.
Brad P
Follow @Ads4Cyclists and see how 'holistic' Advertising can be effective in changing behaviour.
Safe Cycling Australia
Done
Edward H
The fear of advertising is justified to an already tainted audience. But don't knock it to the younger crowd. I think non-shock value directed advertising can help get more, and younger riders wanting to get out there. This in turn can get parents out there to monitor (bubble wrap) little Mary or Johnny.
Don't think too badly on advertising though. If we get better and smarter ideas to the general public, it can help.
We are still waiting to film our little piece, just gotta wait for good weather.
---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------
Leaving aside the comment that "Soft community campaigns produce soft results" - which we and just about every road safety Org on either side of the fence could happily go gang busters on without drawing a single breath, and implies by default that advertising is our lord the Messiah - do you think that educational advertising campigns have any real impact if there is no consquence to ignoring the information they contain?
Put another way, which is more effective? A horrific drink driving ad, the very real possibility that you'll be pulled over for an RBT, peer pressure ie:your mates confiscating your car keys and driving you home, or a combination of all of the above? I argue that education - while it does play a vital role in the grand scheme - is not the key determining factor in effecting the behavioural change of those drivers who see no harm in risking the drive home regardless of the consequences. They are the people these ads are directed at after all, not the rest of us. I think it also gives an insight into the mindset of those we elect. I for one didn't vote at the last State election for Channel 9, I voted for a responsible Government. Stupid I know.
OK, now you can discuss