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Every year, the Partnership is required to produce an annual communications strategy as part of its operational case. The strategy supports the Partnership's drive to reduce the number of people killed and seriously injured in road traffic crashes in Kent and Medway and sets out the means by which the Partnership intends to deliver its messages, and to which target audiences. It should be read in conjunction with the Operational Case, which sets out the physical and financial aspects of the Safety Camera Programme. For further information go to Operational Data page.
In 2006-07 the strategy concentrates on developing
activities to increase awareness, understanding and acceptance
of the safety camera programme in Kent and Medway, to promote
the benefits of reducing both speeding and red-light running,
and to publicise the role safety cameras play in preventing
crashes and casualties.
The aim of this strategy, therefore, is to:
- Effect a positive change in driver attitudes
and behaviour towards speeding and re-light running through
education
- To reduce speeding and crashes by preventing,
detecting and enforcing speed offences
- To underpin national and partner activity
to reduce speed-related casualties on roads where possible
- Concentrate on fostering an understanding
of how the safety camera programme operates, increasing a
public acceptance of the programme in Kent and Medway
- Identify vulnerable user groups and target
each with tailored PR and marketing campaigns
- Build on and devise public attitude surveys
to monitor and evaluate changing trends and tendencies
The Partnership believes that this approach should help to bring about a change in driver behaviour related to speeding, the behaviour safety cameras are designed to stop.
The strategy also outlines the assessment to be undertaken to gauge the effectiveness of the communications activities, complementing the regular monitoring of the success of the programme as a whole.
The strategy will continue to be reviewed in the light of experience and policy developments.
Click here to download a full copy of the 2006-2007
strategy as a PDF.
Click here to download the 2008-09 Marketing plan as a PDF
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