Abstrakt

Risk communication: Critical analysis of ?street smart?, an annual education, awareness and behavioural change campaign.

Ahmad Aldayes, Abdulmajeed Mobrad

Objectives: This case study examined risk communication intervention design features as basis for informing the principles of risk communication campaign projects. In addition, the study sought to enhance knowledge on the relationship between campaign design, campaign implementation and behavioural change outcomes. Methods: Drawing on case selection methods, the annual education awareness and behavioural change campaign by the ‘Street Smart’ program was selected for the case study. By utilizing in-depth case study analysis design, the analysis identified the principles underpinning the design features of the campaign. A comparative analysis of the design of the annual education awareness and behavioural change campaign and statistics evidence on its performance served to inform on the extent that the campaign has been effective. Results: Overall, the impact of the annual education awareness and behavioural change campaign by the ‘Street Smart” program has been significant in reducing number of pedestrian and cyclic accidents. Countrywide, pedestrian collisions and fatalities have declined by 50% and 21% since the street smart campaign initiative. In schools, where engineering, education and enforcement initiative have been executed, a decline of 79% pedestrian collision has been reported. However, these declines were recorded in places where various initiatives have been embarked, with areas where little activity had been embarked recording an increase in pedestrian and cyclic accidents. Conclusion: The findings of this study demonstrate that the street smart campaign initiative has the capacity of influencing voluntary positive behavioural change among pedestrians and cyclists. In particular, however, risk communication resources should be continuously updated to reflect any emerging safety campaign need from time to time.