Road Safety Campaign Plan

This assignment delves into a detailed plan for a road safety campaign focused on reducing accidents and promoting safe driving habits. The plan outlines specific objectives, target audiences, marketing strategies, budget allocation, potential challenges, and evaluation metrics. It also includes a breakdown of campaign materials like posters, brochures, and a documentary, along with the roles of volunteers and spokespeople.

Raise awareness on safe driving on the Monash
Freeway at morning peak hours

Executive Summary
One of the major freeways in Victoria is Monash Freeway which is also known as the M1
Freeway that connects important regions of Victoria such as Melbourne’s CBD all the way to
the southeast areas.
M1 Freeway is used by a tremendous number of travellers every day especially during the
morning, where the traffic congestion at Monash Freeway lasts from 6:30am to 9:30am.
Hence, the focus of my campaign is to raise awareness on safe driving on the Monash
Freeway at the morning peak hours, targeting public driving at Monash Freeway in general.
VicRoads is the sole sponsor funding this campaign and this proposal is directed to them.
Three main theories are applied to ensure an effective strategic communication campaign:
 Situational theory
 Social learning theory
 Elaboration likelihood model
A communications strategy is to be implemented using a variety of methods such as media
relations, advertising, brochures and interactive awareness raising events.
This strategy will promote safe driving, encourage adherence to road rules, raise awareness
on peak hour high risk and provide alternative methods to reduce the likelihood of injuries
and fatalities.
A documentary will be made identifying catastrophic events on M1 Freeway and people
leading a much more difficult life afterwards.
Letters are to be sent out via email and SMS, providing comprehensive safety tips and
reminders.
This campaign will cost the bare minimum since it will only last for 3 weeks and most of the
campaign work is online. The majority of expenditure
It is approximated to cost less than $4000. This rough estimate takes into account hiring
staff to help launch the campaign as well as organize and manage events.
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Table of Contents
EXECUTIVE SUMMARY...................................................................................................................1
1.0 SITUATION ANALYSIS................................................................................................................3
2.0 GOALS & OBJECTIVES................................................................................................................4
3.0 RESEARCH PROGRAM...............................................................................................................4
4.0 STAKEHOLDERS & TARGET AUDIENCE.......................................................................................6
5.0 STRATEGY & TACTICS................................................................................................................6
6.0 IMPLEMENTATION....................................................................................................................6
6.1 WORKSHOPS...................................................................................................................................6
6.1.1 Briefing sessions...................................................................................................................6
6.1.2 Online awareness sessions...................................................................................................8
6.2 ADVERTISING..................................................................................................................................8
6.2.1 Radio....................................................................................................................................8
6.2.2 Email and SMS.....................................................................................................................8
6.2.3 Posters.................................................................................................................................8
6.2.4 Brochures and factsheets.....................................................................................................8
6.3 VIRAL COMMUNICATION...................................................................................................................9
6.3.1 Short documentary..............................................................................................................9
6.3.2 Animated videos..................................................................................................................9
6.3.3 Social media.........................................................................................................................9
7.0 IMPLEMENTATION SCHEDULE.................................................................................................10
8.0 BUDGET..................................................................................................................................10
9.0 EVALUATION..................................................................................................................................10
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1.0 Situation Analysis
Monash Freeway is one of the busiest freeways connecting Victorian urban centres starting
from Melbourne CBD to the southeast suburbs. Hence, millions of travellers take the M1
freeway route each year causing crowdedness especially during peak hours.
Any Victorian resident travelling frequently on M1 Freeway would express their annoyance
with traffic during morning rush hour and resulting tardiness if the trip were not planned
well.
Accidents are most likely to occur during peak hours on busy roads such as M1 freeway,
which has been described as a car park. Monash freeway is mostly overcrowded during the
morning peak hours as the majority of employees, construction workers, students and truck
drivers use this freeway between 6:30am and 9:30am.
It may be surprising that some people don’t even follow the obvious road rules such as:
 Following speed limits and road signs
 Wearing Seatbelt
 Avoiding driving under the influence of alcohol and drugs
 The use of mobile phones while driving
 Driving with the headlights on
 Obeying traffic signals
Some people are grumpy in the mornings, so they would drive roughly leading to accidents.
Morning sleepiness and drive fatigue are also serious issues for people who struggle to get
off bed in the first place and those who have late nights and early mornings the next day.
Driving late to the intended destination, whether its school or work, is another matter that
may cause tragic incidents to take place during morning hours.
2.0 Goals & Objectives
The main goal of the proposed campaign is to reduce injuries and accidents in general
during morning peak hours on Monash Freeway.
This campaign’s goal is achievable by:
 Encouraging adherence to all road rules
 Identifying alternatives to unsafe driving in order to prevent accidents
 Raising awareness on consequences of unsafe driving habits
 Providing safe driving tips during the morning rush hour period
 Promoting safe driving
 Raising awareness on peak hour high risk
Achieving these goals will require everyone driving on Monash Freeway to share the
responsibility for improving safety.
The progress of this campaign may be measured once the above listed objectives are
accomplished with good results i.e. the feedback shows understanding of the problems
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associated with unsafe driving. It is estimated that 70% of the audience participating in the
events and others providing feedback will leave positive comments.
A three-week plan has been established to assess the success of the campaign. All campaign
work shall be completed within the given timeframe.
3.0 Research Program
The primary research composed of the following:
 Anecdotal observation of Monash Freeway
 Contacting stakeholders (Vicroads and TAC Transport Accident Commission)
The campaign is proposed based on an anecdotal observation of the busy traffic on M1
freeway. I found that many other students are suffering from the same problem. This
crowdedness led to missing important announcements at the beginning of lectures and
arriving late to meetings. Hence, I am planning this campaign proposal on this subject.
It was decided upon this observation to contact Vicroads regarding this issue. An email was
sent to Vicroads public relation group seeking their support and any relevant information
and data that may be of use.
An officer agreed to meet and discuss their findings where they highlighted the fact that
most vehicular traffic on Monash freeway during the morning was from 6:30am to 9:30am.
The officer also mentioned that the majority of drivers during this period comprised of
young students, truck drivers and employees.
TAC did not reply back to the sent email, however, their reports suggest that most accidents
occur during the morning peak hour.
The secondary research involved:
 Live monitoring of traffic on Monash Freeway during morning peak hours
 Investigate public relation theories
 Consider various communication tactics and strategies
 Budget and timeframe estimation
In order to deliver the message correctly, three communication strategy theories were
chosen from the public relation theories namely; situational theory, social learning theory
and elaboration likelihood model.
The vehicular movement was monitored physically and electronically through Google maps
during morning peak hours. It was found that traffic jams take place mostly on exits to the
main suburban roads. The drivers’ behavior was assessed by observing the driving pattern
while parking on the emergency lane just before Chadstone exit.
We applied the three public relation theories in selecting the tactics that enhance the level
of involvement, easy to implement and fits into the timeframe specified. The budget and
timeframe played a significant role in selecting tactics as well since cost effective proposals
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are usually more attractive to the funding stakeholders.
The table below indicates the main strengths, weaknesses, opportunities and threats to
conclude a SWOT analysis. This analysis shows a strategic plan focusing on strengths and
available opportunities while showing an area of improvement.
Table 3.1: SWOT Analysis
Strength Sufficient research An important issue is
studied
Reasonable budget
Weakness Inability to access
confidential data
such as CCTV
Insufficient employees
Opportunity Vicroads
assistance
Public is willing to share
tragic experiences
Availability of useful
data online
Threats Have no access to
public contact info
Low public involvement
rate
4.0 Stakeholders & Target Audience
All Victorians travelling on Monash Freeway during morning peak hours are targeted
however the main focus will be students, employees and truck drivers since they represent
the majority of travellers according to Vicroads.
Melbournians are usually responsive to such campaigns; highlighting safety related topics.
Since Vicroads delivers road safety solutions including planning safety related projects and
safety campaigns, they represent the best fit as an associate in this campaign.
Vicroads will be the funding stakeholder and supporting partner as they are the main roads
developing and regulations managing organization in Victoria.
5.0 Strategy & Tactics
The three communication strategy theories mentioned above is implemented using a
variety of tools to direct the public towards a safer driving experience. The following tools
will be used to deliver the message of this campaign:
 Briefing sessions
 Social media
 Radio
 Email and SMS
 Posters
 Online awareness sessions
 Brochures and factsheets
 Short documentary
 Animated videos
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The campaign tactics above will be implemented in parallel; to ensure reaching the
campaign goals within the timeframe specified. “Don’t rush to crush” represents the slogan
of the campaign, which emphasizes the importance of safety on highways (Monash
Freeway).
6.0 Implementation
The tactics will be classified into three main categories; namely workshops, advertising and
viral communication as seen below:
6.1 Workshops
6.1.1 Briefing sessions
Letters will be distributed via direct mail and email addresses provided by the stakeholders
(VicRoads) to the surrounding suburbs in association with the council of each area.
Moreover, letters will be distributed to universities, hospitals, libraries and supermarkets.
The letter will contain information on the agenda of the briefing session including the time
and location of the venue. Include a sample of letter in appendices.
In order to motivate the public to participate in the venue, there will be ten $20 gift cards
giveaways for the most interactive audience, safety driving contest winners and lucky draw
winners. In addition, complementary refreshments will be available after sessions.
Briefing sessions will be carried out once a week for the three-week period in three different
locations. The first location being Monash University Clayton campus, the second session
will be located at Cardinia Shire Council and the third event will take place in Boroondara
Council.
The daily agenda will include a hired spokesperson and a group of volunteers sharing their
experiences.
The spokesperson will talk about Monash Freeway rush hours and identify alternatives to
unsafe driving in order to prevent accidents such as:
 Cruise control
The cruise control system is installed in most new cars. It is a safety feature, if used in
highways, which will automatically set the speed of the vehicle.
 Power nap – avoid driving fatigue
When the driver feels drowsy, tired or unwell, it is advised to park somewhere safe and take
a power nap. This power nap will especially be useful during long journeys.
 Car maintenance
It is suggested to inspect your car and make sure not to miss your annual car service
appointment.
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 Minimize changing lanes
Changing lanes during peak hours can be dangerous and may lead to accidents.
 Avoid overtaking cars especially trucks
It is not recommended to takeover cars, as this is one of the leading accidents causes.
 Plan your journey to avoid stress
Time management is crucial to arrive to your destination on time. Drivers must plan their
journey, taking into account peak hours at certain locations, to avoid delays and peers
disappointment.
 Beware of road works
You should always keep an eye out for notices on the streets and frequently check VicRoads
website for unexpected road works.
 Avoid bad drivers (speeding and changing lanes frequently)
You may obey all the driving rules and follow safety tips and still get into accidents because
of other people’s bad driving skills. Hence, it is recommended to anticipate other drivers’
movements.
 Give way
Allow cars in a hurry to overtake to avoid crashes. Always give way to stay on the safe side.
 Use of mirrors while driving
The three mirrors in all vehicles are meant to be used!
It is mandatory to use the mirrors constantly while driving even short distances.
The volunteers will share their tragic experiences and describe their post-accident life such
as:
 Loss of the loved ones on the roads
 Mental illnesses including Post-traumatic Stress Disorder PTSD after crashes
 Physical injuries resulting in long term disabilities
Engagement and interaction with people who suffered and their lives have changed after
accidents will be allowed to further sympathize and learn from others mistakes.
At the end of the sessions, feedback will be requested and suggestions will be accepted.
6.1.2 Online awareness sessions
 The briefing sessions will be recorded for people unable to attend
 Other short recordings of safety tips will be available on VicRoads website
 Make brochures and factsheets available for viewers
6.2 Advertising
6.2.1 Radio
One radio broadcast will be produced to raise awareness on safe driving instructions.
6.2.2 Email and SMS
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The contact information will be provided by VicRoads to allow sending safety tips,
brochures, factsheets and letters via SMS and emails. Limited emails and SMS will be sent
out to avoid disturbing publics. Safety tips will be sent during morning peak hours via SMS as
a reminder.
6.2.3 Posters
A single poster will be developed and copies will be posted on boards of universities and
libraries as well as on street walls. The poster will introduce the campaign and contain brief
information about the sessions and safe driving guidelines.
6.2.4 Brochures and factsheets
The brochures will introduce the campaign, driving hazard identification and contain
information on safe driving guidelines. The brochure will contain descriptive pictures to
deliver a clear message.
The factsheets will inform the public about the consequences of unsafe driving habits and
peak hour high risk. It will include statistics on the number of deaths and serious injuries as
well as other relevant facts.
6.3 Viral Communication
6.3.1 Short documentary
A three-minute documentary will be produced. The documentary consists of:
 Shots of Monash freeway
 Road signs
 Road rules
 Consequences of unsafe driving habits
 Alternatives to unsafe driving
 Safety tips
 Peak hours high risk especially morning
The film opens to a panoramic pan shot of Monash freeway at Bourke exit at 8:00am,
showing the traffic jam. The second footage will zoom at the road signs on Monash Freeway
with an overlay voice describing each road sign. As the footage of signs is displayed, it
dissolves into a set of road rules footage.
A few video shots of the shared experiences sessions are then displayed viewing the
consequences of dangerous driving hazard. The middle section of the film is mainly focused
in showing alternatives to unsafe driving.
A list of dos and don’ts is presented on the screen. The final section will include a video shot
of Monash freeway at morning peak hours with an overlay voice stating the high risks during
this period.
6.3.2 Animated videos
30 second animated videos will be created demonstrating a split screen where in the first
half, the driver follows safety tips and driving rules while the second does the opposite. This
animation will be specific to driving on Monash freeway during morning peak hours.
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6.3.3 Social media
YouTube
The animated videos and documentary will be released on YouTube and other social
networking sites for a higher viewers’ rate.
Snapchat
A live monitoring snap of M1 freeway during the morning peak hours and safety tips can be
shared through Snapchat mobile application where everyone can participate. It will be
permitted to share the snaps with personal contacts.
Instagram
Live story of Monash Freeway on Instagram demonstrating the crowded areas and
reminders of safety tips will also be available for the public.
Facebook
A facebook group will be created consisting of quizzes and knowledge challenge between
friends. In addition, daily safety tips and Monash freeway condition and road closures will
be posted on the group’s page.
7.0 Implementation Schedule
Gantt chart:
TASK Week one Week two Week 3
Briefing session
Briefing session
Briefing session
Deliverables and Milestone
Briefing session
Briefing
Briefing
8.0 Budget
Radio broadcast $500
Printing:
 Papers $400
 Printing ink $200
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 Posters $130
 Brochures $100
 Factsheets $500
Venue (university auditorium, council) $200
Spokesperson $200
Refreshments $1000
Gift cards (ten 20$ giveaways)
Short documentary (borrow university camera equipment’s) “no amount will be deducted”
Animated videos (using free online applications for creating animated videos)
Total Budget: $3050
9.0 Evaluation
The indicators of success will include the rate of reduced accidents, the reduction in
congestion at the road and the drivers safely driving. The challenges faced will include
failure to meet my target by reaching every road user and divers. Another challenge would
be the bad weather that may make not to brief the audience. The other challenge would be
the effects of my suppliers not giving the materials I have ordered in time to promote my
campaign. The improvements could be to have four spokespersons and also have many
people working with me. Also, the improvement would be to frame the campaign as group.
Also, I should hire a vehicle to help me create awareness even for vehicles that have passed
by making rounds to reach everyone. The message reach the audience but many drivers
who could have passed before I reach the place were not covered and hence hampered the
effectiveness of my campaign.
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Appendix
Dear
I hereby write this letter to detail the information on the agenda of the briefing session
alongside the time and location of the venue. In my briefing sessions I carry out once a week
for the three-week period in three different locations. The first location being Monash
University Clayton campus, the second session will be located at Cardinia Shire Council and
the third event will take place in Boroondara Council. The daily agenda will include a hired
spokesperson and a group of volunteers sharing their experiences. The spokesperson will
talk about Monash Freeway rush hours and identify alternatives to unsafe driving in order to
prevent accidents such as. He will cover such topics cruise control, power nap – avoid
driving fatigue, car maintenance, minimize changing lanes, avoid overtaking cars especially
trucks, plan your journey to avoid stress, beware of road works, avoid bad drivers (speeding
and changing lanes frequently, give way, use of mirrors while driving. I will also have
volunteers sharing their tragic experiences and describing their post-accident life including
loss of the loved ones on the roads, mental illnesses including Post-traumatic Stress
Disorder PTSD after crashes, and physical injuries resulting in long term disabilities.
Yours Sincerely
Name
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