The winston churchill memorial trust of australia
The campaign materials have been linked to
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- RECOMMENDATIONS The following recommendations are grouped under institutional responsibilities. Road Safety Authorities
- Emergency Response Personnel
- APPENDIX A SEARCH OF NEWSPAPER ARCHIVES FOR KEY TERMS (Number of mentions for the period 1 July 08 – 1 July 09)
- COUNTRY PAPER “Car accident” “Car crash”
- Blows , S., Ivers , R. and Chapman, S.
- Perlmutter, D.D. 2005, ‘Bullets as Bacteria’
- Media Cover Cancer Risks’
The campaign materials have been linked to Facebook, YouTube and Twitter sites (see the following link Buzzed Driving is Drunk Driving).CONCLUSION The main finding from my Fellowship is that traditional approaches to communication are becoming redundant. Road safety authorities are encouraged to go to the link: http://www.youtube.com/watch?v=rjKBsfk_O8c and watch the YouTube presentation ‘Did You Know’ and reflect to on to what extent they are abreast of these opportunities and, in light of these data, how effective are existing communication strategies in this environment? The YouTube presentation is thought provoking and suggests opportunities for addressing many of the difficulties experienced with traditional news media. The YouTube presentation contains some startling data: There are over 70 million blogs and counting 1,000,000 (million) posts each day to these blogs The blogosphere is over 60 times bigger than it was 3 years ago 81% of students (in the US) have email accounts 75% of students (in the US)have IM (instant messaging) accounts YouTube serves 100 million videos per day MySpace users call up an average of 31.5 billion unique page views per month There are 2.7 billion searches performed by Google each month The number of text messages sent everyday exceeds the population of the planet. As the presentation notes “We live in exponential times”. Where this Fellowship began, with a concern about how the news media covers road crashes, whilst still a salient issue – particularly for older audiences that actually read newspapers, this focus has been overshadowed by the need to consider and embrace new forms of communication – especially for younger audiences. As the example of the abandonment of proposed passenger restrictions for novice drivers in Ontario illustrates, young people are adept at utilising these technologies in a very powerful way. My concern is that those charged with communicating complex information to the community, road safety authorities in this case, are rooted in the past and failing to adapt fast enough to these new technologies. A caveat: these are big issues and my observations are necessarily broad. There is no such thing as ‘the news media’ but rather countless transactions everyday between journalists, readers and information sources. Some newspapers are serving their readers well and I would put the Honolulu Advertiser in this category. That paper not only publishes road safety ‘think pieces’ but, as explained by staff writer Katie Urbaszewski, but routinely requires journalists to film road safety press conferences conducted by the police department and puts these presentations on their website for their readers to view first hand. The Victoria Police is another example of an agency that appears to be embracing new communication technologies. But these two examples, from my research and travels seem to be the exception rather than the norm. To serve the community, all road safety ‘actors’, as the French put it, need to consistently do a lot better. As Hatley (2006) notes, reporters believe that telling the story through the experience of a single individual increases readership or viewers by drawing people into the story. Local news especially operates on the concept that audience members must be able to relate the story to their own lives. They believe the audience is looking for a “what's in it for me” story with personal relevance. She cautions that public health experts must understand how journalists operate and use it to their advantage. Journalists are not likely to abandon the sort of episodic framing outlined in the section on Road Crash News Content because that is the type of frame that generates personal relevance in audiences. One positive finding to emerge from Hatley’s study is that thematic loss frames significantly increased societal attribution of responsibility. In other words, framing contextual information about the underlying causes of and solutions to health problems in terms of loss, is the most effective way to communicate responsibility attribution to audience members. Hatley notes the media have often been criticised for giving more attention to negative stories indicating the presence of risks than to positive ones indicating the absences of risks. Using a loss frame will appeal to the news media and possibly make it easier for public health experts to get the media to use thematic framing in their stories. Because research shows stories containing a threat message are more effective when a hope message is included, public health experts could provide journalists with thematic loss information in order to explain road trauma risks as well as an individual story of hope to attract audience members. Many journalists are uncomfortable with the idea of advocating certain behaviors or ways of thinking because they believe it is their duty to inform the public and not influence behavior. Towards Vision Zero Abandoning the word accident is more than a pedantic preference. One of the 2006 Churchill Fellows, Mr. Rifat Shoukrallah, used his Fellowship to examine road safety policies, particularly engineering measures implemented as a result of these policies and their effectiveness in Sweden, Norway, Denmark, UK and Japan. Mr. Shoukrallah commented on the move by a number of countries to embrace a philosophy called Vision Zero. He notes: In October 1997, the Road Traffic Safety Bill was passed in the Swedish parliament. The Bill is based on Vision Zero which aims that ‘eventually no one will be killed or seriously injured within the road transport system’5. Zero is not a target to be achieved by a certain date. It is, however, a change from an emphasis on current problems and possible ways of reducing these to being guided by what the optimum state of the road transport system should be. The vision is based on: Ethics (every human being is unique and irreplaceable) and Science (human physical and mental capabilities are known and should form the basis for road design. Knowledge of our limited ability and tolerance in a crash should be premises for chosen solutions and measures). Vision Zero also changes the emphasis in responsibility for road safety from the road user only to a shared responsibility by all those who have an effect on, or participate in, road traffic (politicians, designers, planners, road managers, vehicle manufacturers, transport companies, the police and road users). Consistent with moves in a number of overseas countries, most notably Sweden, the road safety paradigm in Australia needs to move away from the “road crash as accident” paradigm towards a one that adopts a zero tolerance towards fatal road crashes. The encouragement of a more appropriate reporting style will facilitate such a change. Where to from here? There is some guidance available from another area of public health. Researchers found that media portrayals of mental illness and suicide perpetuated a number of community myths about these problems. The Mindframe Media and Mental Health Project aims to build a collaborative relationship with the Australian media and mental health systems to enable a more accurate and sensitive portrayal of suicide and mental health issues. Key activities undertaken by the Project include: the development of a resource kit for use by media professionals including the companion website; and delivery of face-to-face briefings with a diverse range of media organisations providing opportunity for discussion on issues to consider when reporting. The print and web based resources are designed to help media professionals continue to report suicide and mental illness responsibly and accurately (see http://www.mindframe-media.info/site/index.cfm?display=85542). Police, road safety authorities and the media could work together in a similar fashion to develop media resources to assist journalists in their reporting of road crashes. Consideration could be given to the development of guidelines that would assist both police and the media. The current National Road Safety Action Plan 2007 and 2008 provides a good foundation for such work. The Australasian College of Road Safety is well placed to coordinate the development of guidelines and to post these and other resources on our website. RECOMMENDATIONS The following recommendations are grouped under institutional responsibilities. Road Safety Authorities Abandon the use of the term “accident” and adopt crash related terminology in all forms of communication Consider enhancing web-based communication tools to communicate directly with target audiences Consider allocating a percentage of road safety advertising budgets to new media forms such as FaceBook, YouTube and Twitter Consider the constraints faced by the media and place greater emphasis on providing material in more easily accessible forms Consider refocusing public communication efforts into explaining context as opposed to exhortations to obey certain rules Place greater emphasis on the “safe systems” approach The news media be recognized as an important stakeholder when developing road safety action plans Professional road safety associations, such as the Australasian College of Road Safety, consider forming a working party to consider how best to provide guidance to the news media to encourage better reporting outcomes. Media Professionals Abandon the use of the term “accident” and adopt crash related terminology in road safety related stories Check in-house style guides to ensure that guidance is provided on the use of crash related terminology Ask road safety spokespersons for context Seek to be recognized as a key stakeholder in relation to the communication of major pieces of road safety policy such as aspirational targets and plans Be aware of the possibility that some road crash stories, such as those associated with holiday road tolls, have become a convention that is easy to write but have little substance Accept the challenge of informing the public on road safety issues such as the fact that road safety applies to every day of the year – not just holiday times Emergency Response Personnel Abandon the use of the term “accident” and adopt crash related terminology for communication activities, reports and organizational naming conventions Attempt to reduce the “road crash as horror frame” by providing contextual statements to the media IMPLEMENTATION In the Introduction to this report it was noted that ‘… the report aims to stimulate discussion of the issues and for other parties to respond to the recommendations as they see fit’. Having said that a number of activities have been undertaken to progress some of these issues, these include: Publishing articles about the Fellowship in the mainstream news media; Publishing an article in the June edition of the Australian Police Journal; Publishing an article in the Journal of the Australasian College of Road Safety; Publishing a copy of this report on the website of the NRMA-ACT Road Safety Trust; Providing copies of the Australian Police Journal article to Mr. Tom Vanderbilt, a widely published author of the book Traffic: Why We Drive The Way We Do for inclusion on his Blog; Inclusion of a range of materials relevant to this topic in resource materials for the Police and the Media Unit, in the Police Masters Program at Charles Sturt University; Suggesting to the Chairperson of the Australasian College of Road Safety that he consider establishing a working group to look at providing guidance for journalists in their coverage of road crashes; and Presenting the findings of the fellowship at a Road Safety Communication Seminar being hosted by the ACT Branch of the Australasian College of Road Safety later in the year. These activities have started the ball rolling, there is much more that needs to be done. APPENDIX A SEARCH OF NEWSPAPER ARCHIVES FOR KEY TERMS (Number of mentions for the period 1 July 08 – 1 July 09)
Notes * Due to the limitations of this database, a monthly total was multiplied to get an approximate yearly figure. A search of the entire period exceeded the number of results that could be shown on the screen (300) # These figures are likely to be inflated by a number of sports stories that were for some reason included in the search results. It was not possible to eliminate these use tighter search criteria ẽ This figure is an estimate as problems with the website meant that a calculation needed to be made on aggregated data back to 2005. APPENDIX B (Edited) Extract from FaceBook page Young Drivers Against New Ontario Laws
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