Page 66 - Operation Lifesaver Estonia / Annual Report 2012

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© Operation Lifesaver is a international, non-profit education and awareness program dedicated to ending
tragic collisions, fatalities and injuries at highway-rail grade crossings and on railroad rights of way.
Founded in Estonia on 19 November 2004 - www.ole.ee
The Operation Lifesaver Estonia outdoor media
campaign organised for the year end of 2012
was in the style already well known for us – the
thinking faces of two kids on the posters displayed
in bus stop pavilions, lighted billboards and large
advertising boards near highways. The campaign
covered 17 towns.
The imagery of the campaign was meant to repeat
and affirm what was told during the previous 2-3
years: ask people to behave safe around railways
using the emotional message – “do it for your loved
ones”. The campaign added new information about
the faster trains arriving soon in Estonia.
The campaign was followed by a post-campaign
survey (data collected by Norstat Eesti AS) according
to which 63% of the respondents remembered the
campaign.The average percentage for the campaigns
of similar category (social campaigns) is 45%, so we
may say that the campaign was very effective. OLE
campaign’s efficiency was also improved by focusing
on one message and continuity of both the message
and imagery. The emotional side of the message
was also important, as many of the people can
relate to it – close ones and family are important for
everybody. When the respondents were asked why
does this campaign make them think about railway
safety then 80% of them admitted that the images
made to think about their families and values in the
context of railway safety and mentioned less the
images of train.
If we look back at the results of the similar
campaigns from the last three years then we notice
that the clear imagery has helped every time and
the consistency has helped to achieve a better result
each year (first campaign: 55%, second campaign
56%, third campaign 63%). The analysis of different
target groups indicates that the problem with
reaching the group not speaking Estonian is also
getting sorted out – if in last years the Estonian-
speaking audience was better informed than
those not speaking Estonian then now the latter
are getting more informed with their percentage
of remembering reaching 54% (40% and 44% in
previous years).
When people were asked to say spontaneously
sentences connected with railway safety without
seeing any posters then the first two sentences that
came to mind were traditionally “Let the train pass!”
and “You are expected home for Christmas”displayed
on OLE’s posters. In total 60% of the respondents
were capable to recall sentences related to railway
safety.
Additional questions of the survey were about
the arrival of the new trains and it appeared that
people are well informed: 84% of the respondents
confirmed that they have heard about their coming.
The outdoor advertising campaigns
of Operation Lifesaver Estonia have a
continuous impact!
Alex Kaska
JCDecaux Eesti OÜ, Project Manager