Page 52 - Operation Lifesaver Estonia Annual Report 2011

Railway Safety in Estonia - 50 - Annual Report 2011
Last year OLE organised a campaign with the slogan
“LET THE TRAIN PASS! YOU ARE EXPECTED HOME FOR
CHRISTMAS!” A campaign with the same message and
similar visual imagery was displayed in the city also a
year before. Our post-campaign study indicates that the
audience considered the message of the campaign to be
important and it was communicated to its target group in
an efficient manner.
The main objectives of the campaign were changing
the attitudes of people towards railway safety and
underlining the seriousness of this issue. The awareness
of people was measured by conducting a post-campaign
survey among the inhabitants of Tallinn aged 15-74.
The information gathered about the campaign held last
December (data was collected by Norstat Eesti AS and
analysed by JCDecaux Eesti OÜ) showed that continuous
work repeating same messages has been a fruitful
approach. First of all, we should be happy that the first
railway safety related sentence that spontaneously came
to people’s mind was the message displayed on the
December campaign posters: Let the Train Pass! You are
Expected Home for Christmas!
We can say that compared to the situation after the 2010
campaign, thanks to the well-arranged communication
strategy, by the beginning of 2012 the campaign slogans
have rooted in people’s mind.
The overall remembering level of the
campaign – 50% among 15-74 year
old residents of Tallinn, also shows the
success of the campaign (the average
indicator for advertisements on a similar
topic has been 44%).
The campaign message was conveyed to the viewers by
the looks of parents worrying about their children that
were accompanied by the campaign slogans. Although
the posters contained no imagery referring to trains or
railway, 75% of respondents found that the design of
the posters makes them think about railway safety. The
responders explained that the strong support to the
poster design was due to the introduction of the family
theme. They found that everybody should act safe in
traffic, as one should think about his/her close ones. The
topic was deemed to be important and serious by both
sexes and all age groups. Only 4% of respondents said
We can say that compared to the situation after
the 2010 campaign, thanks to the well-arranged
communication strategy, by the beginning of 2012
the campaign slogans have rooted in people’s mind.
EVALUATION OF OLE’S
CAMPAIGNS’ VISIBILITY
Study on the efficiency of the Christmas campaign,
Alex Kaska, JCDecaux Eesti OÜ
CAMPAIGNS