As part of the Bloomberg Philanthropies Global Road Safety Programme, the World Health Organization (WHO) has released an 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.”
The library will continue to expand with new campaigns to be added regularly.