WHO launches new tool to support development of strong road safety mass media campaigns around the world
WHO is pleased to announce the release today of the "Online library of road safety mass media campaigns", a new resource for governments and civil society organizations. The library, which contains some of the world's most impactful road safety video and audio campaigns, is intended as inspiration for those planning to produce their own campaigns by offering a range of creative ideas and concepts.
The library, which is searchable by topic, such as drinking and driving, motorcycle helmets, and seat-belts; language; or WHO region, currently includes around 60 campaigns from Australia, Brazil, Cambodia, Canada, Czech Republic, India, Kenya, Mexico, Russian Federation, Spain, Turkey, United Kingdom and Viet Nam. Each campaign is presented with a one-page description including the campaign's target audience and key messages as well as contact information for a person who would be able to provide information about the campaign's development.
Mass media campaigns are an important component of a government's overall response to the road safety challenge. In isolation such campaigns don't change behaviour. However, as a complement to comprehensive road safety legislation and stringent enforcement, they help increase public awareness and persuade the public to abide by road safety laws.
"The most heart-wrenching of these campaigns highlight what happens when people fail to follow the law and depict the tragic consequences for victims and their families," notes Dr Etienne Krug, Director of WHO's Department of Violence and Injury Prevention and Disability. "We are pleased to make this library available to partners in particular in developing countries, and hope that by facilitating access to these often hard-hitting and emotional campaigns, we will help them save valuable time and resources as they develop their own."
According to the WHO Global status report on road safety 2013, worldwide more than 1.2 million people die as a result of a road traffic crash each year, and as many as 50 million more are injured. Most of these tragedies can be prevented through improvements in roads, vehicles, and people's behaviour in terms of avoiding speeding, drinking and driving, and distracted driving and using motorcycle helmets, seat-belts, and child restraints.
This online library of road safety video and audio campaigns - which will continue to expand in the months ahead with the inclusion of additional campaigns - was produced with the generous financial support of Bloomberg Philanthropies, as part of the Bloomberg Philanthropies Global Road Safety Programme.