Page 42 - Operation Lifesaver Estonia Annual Report 2011

Railway Safety in Estonia - 40 - Annual Report 2011
Organising railway safety campaigns is for OLE an
extremely important method of communicating with
the general public the purpose of which is shaping the
attitudes of people so that they would notice railways and
behave appropriately whilst crossing them.
OLE has remained loyal to its design and advertising
language ad has developed in cooperation with its
partners advertising materials that respect their
viewers. The objective of the advertising materials is
establishing safe and correct attitude towards railway
transport among the general public, keeping in mind the
long-term objectives of OLE. As water can erode over
time a hole in concrete, so are we wishing to change
the already established behavioural patterns of people
with our advertising campaigns and make them to care
more about themselves and their fellow citizens. We
believe that in that manner our campaigns reach a wider
audience and do their work, maybe slowly but steadily.
CAMPAIGNS