A GOLDEN WORD FOR SAFETY: WHEN IS A SAFETY CAMPAIGN GOOD ENOUGH? . PROCEEDINGS INTERNATIONAL CONFERENCE ON NEW WAYS AND MEANS FOR IMPROVED SAFETY, TEL AVIV, ISRAEL, FEBRUARY 20-23, 1989

During the month of April 1987, the Israel road safety authority mounted a two pronged pedestrian safety campaign entitled: 'A Golden Word For Safety.' the major expenditure on the campaign was for intensive mass media coverage, including daily radio and television prime time broadcasts. The second aspect was the mobilization of volunteers to be stationed on busy streets and who would explain to offending pedestrians the nature of their dangerous actions. The activity of the volunteers was satisfactory, but of limited coverage. From interviews of over 1,000 pedestrians, it was clear that israel's single channel t.v. Broadcast had reached 90% of the population and had got the campaign message across. Analysis of five years of monthly accident data showed that pedestrian accidents and vehicle collisions decreased by over 10% in April 1987. By June 1987, accidents resumed their previous levels. Despite the fact that the large cost of the campaign was more than recovered by the savings in accident costs during the single month of April 1987, the campaign has not been repeated. The cost of a 'golden word" was of the same order of magnitude as a serious engineering project such as a reconstructed intersection. Such engineering projects would not recover their cost in one month, but they would do so in one year, and several times over in the five to twenty years of their lifetime. It would seem that those who press for more safety campaigns as a way to reduce accidents must realistically relate the long-term nature of the accident problem to the high cost of developing countermeasures, and the high cost and short-term effect of campaigns by demonstrating the replicability of a good campaign. (Author/TRRL)

  • Corporate Authors:

    Transportation Research Institute

    Technion City
    Haifa,   Israel 
  • Authors:
    • Katz, A
    • Elgrichi, A
  • Publication Date: 1989-9

Language

  • English

Media Info

Subject/Index Terms

Filing Info

  • Accession Number: 00612089
  • Record Type: Publication
  • Source Agency: Transport and Road Research Laboratory (TRRL)
  • Files: ITRD, TRIS
  • Created Date: Aug 31 1991 12:00AM