14 April 2023 Research Report Meet IATSS Forum Collaboration Project 2207A Development and implementation of road safety behavioural change programme in Cambodia Kenji Doi, Project leader Professor, Graduate School of Engineering, Osaka University
Members

Special researchers

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Background
Developing countries in Asia are experiencing rapid motorisation and road development as they achieve economic growth, and an increase in traffic accidents caused by factors such as increased driving speeds is a common problem in the suburbs of large cities and in rural areas. Similar issues are also arising in Cambodia with the development and upgrading of arterial roads (National Highway 5). Traffic safety education and behavioural change programmes have been positioned as countermeasures in government action plans, and JICA has also launched a traffic safety technical cooperation project. •Cross-sectoral collaboration among various entities involved in the programme •Cooperation of local personnel and organisations with high leadership ability to lead collaborative projects
Purpose
Establish a behavioural change programme team in collaboration with the Cambodia IATSS Forum Alumni Association and JICA. Furthermore, based on an understanding of the actual circumstances in the field and the latest trends in behavioural change theory, examine a conceptual model of a new behavioural change programme and a survey method (for children and schoolchildren) for its implementation from an interdisciplinary perspective.
IATSS Forum training After returning to home country
IATSS Forum Alumni Association Alumni wishing to contribute to the social improvement of their own countries independently organise and conduct social contribution activities Place to put into practice the realisation of a prosperous, safe, and better society by utilising the knowledge and experience cultivated through training as well as the expertise, human resources, and networks of alumni 1.Activities aimed at the realisation of a prosperous, safe, and better society ✓ Implementing alumni association projects ✓ IATSS/IATSS Forum joint projects (transportation- related themes) ✓ Promoting social contribution and volunteer activities 2.Developing junior leadership 3.Building diverse human resources and networks across industries and generations rts to reduce motorcycle accidents Community support after disasti India Building a waste disposal system Community revitalisation through tourism
IATSS Forum training backup IATSS Forum PR activities Trainee recruitment and selection Alumni information provision IATSS Form Alumni Association Support for and collaboration with alumni association activities 1. Alumni association project support (approx. USD 2,000/alumni association in each country) 2.   IATSS Forum collaboration project (traffic/safety area project) 3. Hosting of International Alumni Meeting (IAM) (once every 2-3 years) 4. Various types of information provision and collaboration
Three or more people are frequently seen riding motorcycles without helmets. Teaching materials for traffic safety education for elementary school students
Aug.  8(Mon.) Visit to the Ministry of Education, Youth and Sport, Battambang Province 9(Tue.)   Observation of commuting situation at Otaki Elementary and Middle School, and Chrey High School Meeting with Forum Alumni Association (CIAA), Royal University of Phnom Penh, 11(Thu.) Ministry of Public Works and Transport, and local consultants 12(Fri.)   JICA office visit Commuting situation of Otaki Elementary School (along developed sections of National Highway 5) Not prohibited because there is no law that prohibits it Children's commuting area: within 5–6 km, means of school commuting: pick-up by parents (first-second grades), walking + bicycle + motorcycle (third-sixth graders) 9
Traffic safety is taught 20 hours a year in social studies (6th grade). Second grade and above are taught by social studies teachers using textbooks issued by the Ministry of Education, Youth and Sport. After reading the textbook and being asked questions such as ‘What can you learn from this picture?’, students are taught the dangers of playing on the road. Textbooks are used to teach students how to behave on the road and what to do to avoid danger. Handicap International (NGO) textbooks are available as teaching materials, but they are not used in class. Hazardous behaviour for children: Crossing the road without looking left and right. Running backwards. ⇒Students are instructed to check left and right, and to listen carefully to sounds when crossing the road. Speed limit in school zone: Signs are set up, but no one follows them. Comparison of National Highway 5 before (6 months ago) and after development (present-day) ⇒I feel that the current situation is more dangerous. The speeds are fast, and vehicles fly by, even in front of the school. There are two lanes, so you can't cross immediately, and you have to stop at the median strip. During that time, vehicles will pass by, which is dangerous. ⇒I feel that it has become dangerous, but the section of National Highway 5 that is used is several hundred meters, and there have been no accidents during school commutes. Opinions from schools regarding the promotion of traffic safety: We want guidance on how to cross the road. We want teaching materials and documents that can be easily taught. We want a mobile barricade that allows for safe road crossings. 10 Road crossing environment (in front of elementary school)
▼ Walking to school. Umbrellas are rare. ▼ Middle school students also commute to ▼ Middle school parking space ▼High school parking lot <Middle school>   Elementary school is also adjacent within the same school grounds • Classes  I ) for students by teachers and 2) for teachers and students by traffic police (meaning of signs, etc.) are conducted once a week in  accordance with the Commune Policy for Traffic. Teaching materials provided by the Ministry of Public Works and Transport are available. •Understanding of traffic signs: unknown to what extent they are understood by students. •Would be good to have a mobile barricade for safely crossing the road. <High school>   40% commute to school on motorcycles. 12
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Environmental improvement (infrastructure, traffic regulation, etc.) School zone safety committee Understanding the characteristics of the target area •Land use •Current state of infrastructure •Analysis of traffic flow •Traffic regulation •Hazardous points for traffic accidents •Traffic safety awareness among residents -Enlightenment campaign -Posters, banners -Gathering for traffic safety in district Evaluation Child/schoolchild commuting behaviour (walking, bicycle) survey for activity outcomes (Middle school: commuting to school with bicycle/motorcycle) (High school: commuting to school with motorcycle) Traffic violation enforcement
Traffic park
Examination of evaluation methods and creation of manuals (including attitude change analysis of traffic participants) Evaluation of behavioural change programmes that consider psychological strategies and implementation of review meetings 14
Education (Edu) Safe transport machizukuri Enforcement (Enf) + Social enlightenment (Enl) 15
Education (Edu) •  Foster the qualities and abilities to support adaptations to road traffic environments where risks are present •  In other words, develop qualities and abilities related to risk management or crisis management ● Important to expand risk awareness according to developmental stages • Risk of ‘self→ others→ community’ Infrastructure (Eng) Elementary school-high school-company Information (ICT) Speed moderation and social adaptation Industry- government- academia collaboration CO-creation *Includes various risks related to hazard prediction and avoidance due to speed Enforcement (Enf) + Social enlightenment (Enl) 16
Education (Edu) • The educational method of ‘instilling’ may not match the method derived from one’s own experience or may breed a sense of resistance to orders. •  It is important to think and judge for oneself and to ‘decide one’s own behaviour’, and a higher degree of self-determination is more likely to result in behavioural change. •  It is important to not only ‘reduce the disadvantage’ that is accident risk, but also to ‘increase advantages’. Infrastructure (Eng) Elementary school-high school-company Information (ICT) CO-creation Enforcement (Enf) + Social enlightenment (Enl) government- academia collaboration 17 Student on motorcycle who cannot adapt to speed and is incapable of self-decision 18
● Provide information about hazardous locations in the community •  Demonstrations such as skits to present specific hazard prediction and avoidance methods. Planning campaigns and coming up o with slogans to raise awareness of traffic safety in the community. •  High school students doing so for middle school students, or middle school students for elementary school students. Education (Edu) Starting point of collaboration with Forum Alumni Association CIAA Infrastructure (Eng) Elementary school-high school-company Information (ICT) Community co-creation Speed moderation and social adaptation Industry- government- academia collaboration Enforcement (Enf) + Social enlightenment (Enl) 19 Survey on traffic safety awareness and behaviour among middle school students The CIAA acted as a facilitator for the questionnaire survey and proposed a survey method suitable for the site. It has considerable practical experience in workshops targeting children
Did you know that there are rules for traffic? Did anyone enjoy participating in today's survey? Who didn't know the phrase ‘traffic rules’, but through today's survey realised that they knew what they were about? Photographs: Survey scenes in middle school in Kampong Chhnang
22 Education, Engineering, Enforcement, finance, etc.    (i.e. differences that can be easily grasped)? Obeying rules Personal traits Role of road users Age, gender Education, experience, knowledge Social relationship Socio-economic aspect Geography
Collaboration with JICA project Collaboration with the IATSS Forum Alumni Association
JICA project
Implementation of behavioural change programme through PDCA cycle
Development of behavioural change programme that considers psychological strategies Implementation of behavioural change activities in collaboration with IATSS research team, IATSS Forum Alumni Association and JICA project team Utilisation of data obtained from the IATSS project for research IATSS Overseas Collaborative Research Project D Implementation of a behavioural change pilot project
Cambodia IATSS Forum Alumni Association Validity of the conceptual model and survey method was verified based on the results of the pilot questionnaire survey conducted in March.
Evaluation and verification of pilot projects A Revision of behavioural change programme based on evaluation and verification Photographs: IATSS Alumni Association activity example: Programme 'Cooling Cambodia' since 2012 23
公益財団法人玉山International Association of Traffic and Safety Sciences