This seminar, which took place on 2-3 October 1997 at the Josefow Conference Centre near Warsaw, set out to define the role and place of communication in the field of road safety, examine the different strategies of communication and identify their limits. The seminar was attended by 130 experts from 23 countries with ECMT membership or observer status. The discussions established that communication is an essential element of a global road safety policy in that it aims to inform, alert, educate, convince and ultimately alter people’s attitudes and behaviour. The resources employed and the channels of communication used can differ from country to country, depending on the topic addressed, the national culture and the goals to be achieved. Communication cannot be an end in itself, however: it can only be the complement of other measures. It must have a time frame within which the objectives set have to be attained. Evaluation of communication effectiveness is likewise essential.
Table of contents:
-Welcome by the Minister of Transport and Maritime Economy of Poland, Mr B. Liberadski -Opening Speech by the Secretary-General of the ECMT, Mr. G. Aurbach Working Session No. 1: Purposes and Strategies of Communication 1. Place of Communication on Road Safety Policy -1.1. Role and Objectives Pursued by Communication by Mr. M. Ledru -1.2 Actors in the Communication Process: Transmitters-Receivers by W. Kelmenjak -1.3 Tools and Aids for Communication by Mr. E. PRediger and Mr. R. Trottein 2. New Strategies of Communication -2.1 Added Value of Social Marketing by Mr. Horn -2.2 Strategies in Function of the Level where Transmitter is Situationed: Local, Regional, National, or International --2.2.1 Promoting Road Safety in the European Union by G. Preston --2.2.2 The Role of Communication in road Safety Activities in Hungary by G. Csaszar -2.3 Communication Strategies Adapted to Defined Group of Receivers --2.3.1 Children, Teenagers, Adults ---22.214.171.124 How to Communicate on Road Safety with Children by V. Bartulis ---126.96.36.199 Mrs. E. Libraire ---188.8.131.52 Mrs. T. Bernacer ---184.108.40.206 Project "Personal Communication" Addressing Students in Schools of Further Education by Mr. Maginot --2.3.2 Policy Makers, Journalists ---220.127.116.11 Mrs M. Dabrowska-Loranc -2.3.3 Private Partners by B. Gatin -2.3.4 Road Haulers by Mr. Kofalvi -2.3.5 Particular Groups: Influence of Alcohol, Drugs, or Medicines ---18.104.22.168 Mr. Mikkonen ---22.214.171.124 Mr. Allsworth ---126.96.36.199 Mrs. Schevelenbos Working Session No. 2. Constraints and Limits to Communication Strateties 3. Constraints and Difficulties to be Taken into Consideration -3.1 Obtaining the Political Will to Communicate in Road Safety --3.2 Financial Means by Mr. Goos --3.3 Officials and Professionals Organizations Examining Public Opinion and Preparing Campaigns by Mr. Mikulik --3.4 Evalutaion Methods to the Efficiency of Campaigns by Mr. Jarvinen 4. Limits of Communication Strategies -4.1 Admission to the Communication Media by Mr. Flensted-Jensen -4.2 Why Communication can not be the Only Element of Road Safety Policy by Mr. Rothengatter -4.3 Efficiency Comparison Between Environment and Safety Campaigns by Mr. Turcz -4.4 Conclusions from the Nordic Conference held in Sandvik by Mr. Lyster Closing Session -Summary of Discussions by Mr. Huguenin -Follow up --ECMT Group on Road Safety by Mr.Courtois --Polish National Road Safety Council by Mr. Grzegorczyk -Closing by the Director General of Roads Mr. Suwara