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Don't Bike and Phone!

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by

Arthur Zaplaplaf

on 12 May 2014

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Transcript of Don't Bike and Phone!

Don't be a Bone,
Don't Bike and Phone!

Juliane Blasche
Klaudia Linkeschova
Kofi Nimako
Arthur Pfalzgraf
Pete Stejskal
Jelle Van Wijhe

Who?
What?
to Whom?
with What?
Why?

Theories
Campaign Evaluation
Thank you for your attention!

Now, enjoy the cookies.
The Amsterdam Bike Safety Campaign
UvA students – Young adults 18-34
Bikers of Amsterdam
Video-Audio Fun Seekers*
Low involvement processing
*(Heo & Cho, 2009)
Public institutions
University of Amsterdam
District of Amsterdam
Ministry of Transportation
Human voice
Members of target group
Identification with peers
Posters
Mix of Fear Appeal and Humour
Videos
Interactive:
'choose you own story'
Mix of Fear Appeal and Humour
TPB / IFEC
Risk, PBC, Self-Efficacy

ELM / MOA
Involvement, Affect

EPPM
Severity, Susceptibility, Response Efficacy
Pre-Test Results
TPB Pre-Test results
PBC
Self-efficacy
Perceived Risk
Core Message:
"Don't be a Bone, Don't Bike and Phone!"
Stage 1:
Street art – chalk body
Posters
Locations: Bike lanes & fietsenstalling

Stage 2:
Campaign website
Facebook page
YouTube advert (location-based targeting)
Public institutions websites

Stage 3:
Park events: Informational leaflets, Skill-Testing Competition, Cookies
Short-Term:
Raise awareness
Increase motivation to make the right choice
Decrease behavior: phone-biking
Acknowledge issue severity and personal susceptibility

Long-Term:
Reduce phone-related accidents
Discourage multitasking while biking
Improve the Amsterdam bike traffic & the safety of individuals
Pre-Test and Post-Test to determine behavioural changes using observation

UvA:
Access to e-mail database -> survey distribution and self-reports

Reach measures:
Websites visits, number of views on videos, event visits
Full transcript