natgillin/translations-raw huggingface dataset:
Indeed, a road safety communication campaign should be guided by key decisions on everything from the overall aim to specific goals and objectives and from its strategy and launch to its final evaluation.
Obveščevalno kampanjo o varnosti v cestnem prometu morajo voditi ključne odločitve o vsem – od splošnega cilja do posebnih ciljev in namenov ter od strategije in začetka kampanje do končnega vrednotenja.
Normally, effective decisions and optimal work at one stage requires input from activities of a previous stage.
Običajno so za učinkovite odločitve in optimalno delo v eni fazi potrebni rezultati dejavnosti prejšnje faze.
But in some cases the opposite may also apply.
Vendar lahko v nekaterih primerih velja nasprotno. To pomeni, da je dani korak treba ponovno pregledati in ga po potrebi nadalje razviti.
3Designing the Campaign and the Evaluation
Ko je izvedenih vseh šest korakov, je cikel zaključen.
The following sections break down each step into succinct sub-steps that we recommend when planning and conducting a campaign.
V poglavjih v nadaljevanju je vsak korak razdeljen na jedrnate podkorake, ki jih priporočamo pri načrtovanju in izvajanju kampanje.
4Conducting the beforeperiod Evaluationand Implementing the Campaign
4Izvajanje vrednotenja pred kampanjo in izvajanje kampanje
5Completing the Evaluationand Drawing Conclusions
5Zaključek vrednotenja in sklepne ugotovitve
6Writing the Final Report
6Pisanje končnega poročila
Step 1 _BAR_ Getting Started
Korak 1 _BAR_ Začetek
You should define the potential or actual budget of the campaign, including the cost of research and evaluation.
Določiti je treba možni ali dejanski proračun kampanje, vključno s stroški raziskav in vrednotenja.
Before designing the campaign, you will need to collect background information on the problem.
Treba bo zbrati podatke o dejavnikih, ki lahko vplivajo na problem, vrstah udeležencev v cestnem prometu, ki so vključeni in v kakšnem okviru se problem pojavlja.
It will be necessary to collect data about possible contributing factors, the types of road users who are involved, and the context in which the problem occurs.You will then need to look for campaign partners and stakeholders who will be able to support your campaign and/or be part of the campaign team.
Nato bo treba poiskati partnerje kampanje in zainteresirane strani, ki bodo lahko podprli vašo kampanjo in/ali bodo del vaše delovne skupine.
5 Gather the campaign partners together for a kick-off meeting
5 Združevanje partnerjev kampanje za uvodno srečanje
1 Identifying and defining the problem
1 Določitev in opredelitev problema
In order to identify the problem, you should rely on data concerning accidents, offences, observed behaviours, and current issues.
Pri določanju problema se opirajte na podatke o nesrečah, prekrških, opaženem vedenju in aktualnih vprašanjih.
At this first meeting, you should define the general objective of the campaign, as well as discuss the campaign strategy, in order to know what your needs are.
Na tem prvem srečanju je treba določiti splošni cilj kampanje in se pogovoriti o strategiji kampanje, da se lahko določijo potrebe.
Based on these needs, you should get together with the campaign partners to identify the resources you already have and the ones you will have to find elsewhere.
Na podlagi teh potreb se je treba sestati s partnerji kampanje in ugotoviti, katere vire že imate in katere je treba poiskati drugje.
You should draft the first version of the creative brief, including all information that has been gathered up to this point.
Sestaviti je treba prvo različico kreativnega osnutka, ki vključuje vse do takrat zbrane informacije.
The creative brief will serve as the central reference document of the campaign and will be updated throughout the campaign process.
Ta kreativni osnutek bo osrednji referenčni dokument kampanje in se bo v toku kampanje posodabljal.
2 Analysing the context
2 Preučitev okvira
6 Calling for bids and setting up the campaign team
6 Povabilo k oddaji ponudb in ustanovitev delovne skupine
3 Locating partners and stakeholders and getting them involved
3 Lociranje partnerjev in zainteresiranih strani in njihova vključitev
These can be public authorities and/or private organisations.
To so lahko organi oblasti in/ali zasebne organizacije.
Their participation in the campaign may be financial, logistical, or otherwise.
V kampanji lahko sodelujejo finančno, logistično ali kako drugače.
The campaign team should include people from the initiator’s organisation, the campaign partners, and any outside agencies and vendors hired following a call for bids.
V delovni skupini naj bodo ljudje iz pobudnikove organizacije, partnerji kampanje ter morebitne zunanje agencije in izvajalci, ki se najamejo po povabilu k oddaji ponudb.
The bidders may include advertising, production, and media-buying agencies, public-relations agencies, and researchers.
Ponudniki so lahko oglaševalske in proizvodne agencije ter agencije za medijski zakup, agencije za odnose z javnostmi in raziskovalci.
The participation of outside researchers may or may not be needed, depending on whether an in-house research department is available at the initiator’s organisation.
Sodelovanje zunanjih raziskovalcev je lahko potrebno ali ne, odvisno od tega, ali ima pobudnikova organizacija svoj raziskovalni odde-lek.
However, it is recommended that the evaluation is carried out by an outside party since this is essential to maintain objectivity.
Vendar pa priporočamo, da vrednotenje opravi zunanja stranka, ker je to bistvenega pomena za ohranitev objektivnosti.
Step 2 _BAR_ Analysing the Situation
Korak 2 _BAR_ Preučitev stanja
3 Determining how to act on main motivations and reach the audience
3 Določitev, kako se lotiti glavne motivacije in doseči publiko
Once you have completed step 1, you can begin to analyse the situation in greater detail (**).
Po zaključku koraka 1 lahko začnete z bolj podrobnim preučevanjem stanja (**).
At this stage, you should conduct an in-depth analysis of the problem, its possible solutions, and the target audience.
V tej fazi je treba opraviti poglobljeno analizo problema, možnih rešitev problema in ciljne publike.
This will enable you to define the specific objectives of the campaign, help to design the message and prepare the campaign evaluation.
To vam bo v pomoč pri opredel-itvi posebnih ciljev kampanje, pri oblikovanju sporočila kampanje in pripravi vrednotenja kampanje.
1 Thoroughly analysing the problem and possible solutions
1 Poglobljena analiza problema in možnih rešitev
Find out what factors contribute to the problem behaviour identified.
Ugotovite, kateri dejavniki prispevajo k ugotovljenemu problematičnemu vedenju.
First of all, ask whether or not the behaviour is intentional.
Najprej se vprašajte, ali gre za namerno ali nenamerno vedenje.
Next, it is important to understand the motives behind the unsafe behaviour.
Nato je pomembno razumeti motive za tako nevarno vedenje.
In some cases this information will not be available making additional studies necessary.
V nekaterih primerih teh informacij ni na voljo in bodo potrebne dodatne študije.
In particular, further work will be needed if one of the following applies: > you have ample information on the main predictors for the problem and/or safe behaviour but you want to know which carries the most weight in the target group; > you have found only some information and you are aware that certain elements are missing; or > you have no information on the main predictors. Based on the results of these studies, you may choose the proper theoretical model on which to build your campaign strategy. This may either be an established theoretical model or one you compile yourself. In any case the model should contain the main determinants of behaviour for your particular audience. 4 Defining the campaign’s specific objectives
Nadaljnje delo bo potrebno zlasti v naslednjih primerih: > imate veliko informacij o glavnih napovednikih problema in/ali varnega vedenja, vendar želite vedeti, kateri ima v ciljni skupini največjo težo; > našli ste samo nekaj informacij, vendar veste, da nekateri elementi manjkajo; ali > nimate nobenih informacij o glavnih napovednikih. Na podlagi rezultatov teh študij lahko izberete ustrezen teoretični model, na katerem bo temeljila strategija kampanje. To je lahko uveljavljen teoretični model ali model, ki ga sestavite sami. Vsekakor mora model vsebovati glavne determinante vedenja za vašo ciljno publiko. 4 Določitev posebnih ciljev kampanje
You should complete the analysis of the problem, seeking available information from four sources: > qualitative and quantitative studies that analyse the problem behaviour in depth; > research on theoretical models to explain motivations underlying the behaviour; > past campaigns and other actions; > marketing studies on the target audience.Then, synthesise available information on the problem behaviour and its solutions. Existing data will often not be sufficient, at least with regard to a particular target audience. In that case additional research is needed. 2 Deciding whether to segment the audience
2 Odločitev, ali je treba publiko razdeliti na dele
This sub-step consists of breaking down the general goal of the campaign into specific objectives, namely: > Primary objectives: define which behaviour is to be adopted by the target audience in order to achieve the general goal of the campaign. > Secondary objectives: identify other factors than can contribute to achieving the primary objectives such as knowledge, attitudes and norms. 5 Gathering information from evaluations of past campaigns and other actions
Ta podkorak vključuje razčlenitev splošnega cilja kampanje na posebne cilje: > primarni cilji: določite, kako bi se ciljna publika morala začeti obnašati, da bi bil dosežen splošni cilj kampanje. > sekundarni cilji: določite druge dejavnike, ki lahko prispevajo k uresničevanju primarnih ciljev, kot so znanje, odnos in norme. 5 Zbiranje informacij iz vrednotenj preteklih kampanj in drugih ukrepov
Determine whether the target audience needs to be segmented or not.
Izbrati morate metodologijo vrednotenja, ki je ustrezna za vsak prej opredeljen poseben cilj.
It is often best to segment the audience in order to address the distinct needs and characteristics of particular subgroups (lifestyle, culture, etc.).
V tem primeru so lahko v veliko pomoč informacije ustreznih raziskav, ki so bile opravljene v preteklosti.
Once you have defined the subgroups, evaluate them and select one or more that the campaign can target.
Odločite, ali je treba ciljno publiko razdeliti na dele ali ne.
In addition to the most obvious target group – the group whose behaviour most needs to be changed (primary audience) – it might also be useful to try to reach a secondary audience who could influence the primary audience.
Pogosto je dobro, če se publika razdeli na dele, da se lahko obravnava posebne potrebe in značilnosti posameznih podskupin (način življenja, kultura itd.).
Next you need to determine how to reach the target audience(s) and its particular subgroups based on the information obtained above.
Ko opredelite podskupine, jih ovrednotite in izberite eno ali več, ki so lahko cilj kampanje.
You need to select an evaluation methodology that is appropriate for each of the specific objectives that you have defined previously.
Poleg najbolj očitne ciljne skupine – to je skupina, katere vedenje je najbolj treba spremeniti (primarna publika) – bi bilo mogoče dobro, da se poskuša doseči tudi sekundarno publiko, ki bi lahko vplivala na primarno publiko.
In this instance it can be very helpful to use information provided by adequate research carried out in the past.
Nato je treba na podlagi zgoraj pridobljenih informacij določiti, kako doseči ciljno publiko (ciljne publike) in posamezne podskupine te publike.
Several international databases on awareness-raising campaigns in the field of road safety can help you to get information (e.g., the European Road Safety Observatory www.erso.eu, the RoadSafetyWeb www.roadsafetyweb.net).
Informacije lahko dobite v več mednarodnih zbirkah podatkov o kampanjah ozaveščanja na področju varnosti v cestnem prometu (npr. Evropski observatorij za varnost cestnega prometa www.erso.eu, RoadSafetyWeb www.roadsafetyweb.net).
In the previous two steps, data were gathered and analysed in order to better define the problem behaviour and target audience; the specific objectives of the campaign were set, and the campaign-evaluation method was devised.
V prejšnjih dveh korakih so bili zbrani in analizirani podatki, da se lahko bolje opredeli problematično vedenje in ciljna publika; določeni so bili posebni cilji kampanje in izdelan je bil način vrednotenja kampanje.
Now it is time to start designing the campaign itself – perhaps together with other actions or programmes – and to start planning its evaluation.
Sedaj pa je čas, da se začne oblikovanje kampanje same – morebiti skupaj z drugimi ukrepi ali programi – in da se začne načrtovati vrednotenje kampanje.
In this step, you will need to answer the following questions: What should we do?, How should we do it?, and How will we know if the campaign is working or not?
V tem koraku boste morali odgovoriti na naslednja vprašanja: Kaj naj naredimo? Kako naj to naredimo? in Kako bomo vedeli, ali je kampanja uspešna ali ne?
The message should be as concrete and as understandable as possible.You should use a socialmarketing strategy and consider the specific objectives of the campaign; the characteristics of the problem behaviour and its corresponding safe behaviour; the main predictors of the problem behaviour for the target audience (frequency and place); the perceived benefits and costs of adopting the safe behaviour; the place and time where the safe behaviour should be adopted; the target audience’s characteristics, environmental factors, and the sender’s characteristics.
Uporabiti je treba strategije socialnega trženja in upoštevati posebne cilje kampanje; značilnosti problematičnega vedenja in ustreznega varnega vedenja; glavne napovednike problematičnega vedenja za ciljno publiko (pogostost in kraj); predvidene koristi in stroške sprejetja varnega vedenja; kraj in čas, kjer je treba sprejeti varno vedenje; značilnosti ciljne publike, okoljske dejavnike in značilnosti nosilca sporočila.
To develop the message’s content and execution strategy, qualitative studies, such as indi -vi dual interviews, focus groups, or creative brainstorm sessions, can be used.
Pri razvoju vsebine sporočila in izvedbene strategije se lahko uporabijo kvalitativne študije, kot so razgovori s posamezniki, ciljnimi skupinami ali ustvarjalna srečanja za izmenjavo zamisli.
1 Developing the campaign strategy
1 Razvoj strategije kampanje
The campaign strategy will determine how you will influence the target audience in order to change or instil knowledge, beliefs and/or behaviour, and will be based on theoretical models.
Strategija kampanje mora temeljiti na posebnih ciljih, ki določajo, kako na bolj operativen način uresničiti splošen cilj kampanje.Strategija kampanje bo določala, kako boste vplivali na ciljno publiko, da spremeni ali pridobi znanje, prepričanja in/ali vedenje, temeljila pa bo na teoretičnih modelih.
> Select the media and define the media plan. The media plan should be set up according to the campaign budget, timing and length of the campaign, advertising rates of each media and vehicle (newspaper, radio programme, etc.), demographic statistics of coverage, and openings (times and places where the target audience can be reached most easily). > Define the strategy. This includes the type of campaign (communication campaign, combined campaign, integrated campaign) and its scale (local, regional and/or national), depending on the areas where the problem occurs, as well as the target audience and how it can be reached. You should also study past campaigns and actions to obtain guidelines for developing the strategy. Once the campaign strategy is defined, the creative brief should be updated by adding new components. > Develop and pre-test the messages and slogans in their full context. Message testing tells you more about the strengths and weaknesses of the message, and about whether it is able to target the selected audience. Tools may exist (e.g., the Risk Behaviour Diagnosis Scale) that can help you improve and optimise the message before actual campaign implementation. > Develop the content of the message. This includes the context, structure and style of the message as outlined in the creative brief. It involves establishing a clear procedure and discussions with the advertising agency and Page 10
Izberite medije in opredelite medijski načrt. Medijski načrt je treba narediti v skladu s proračunom kampanje, časovno razporeditvijo in dolžino kampanje, cenami oglaševanja v vsakem mediju in vrsto medija (časopis, radijska oddaja itd.) ter skladno z demografsko statistiko pokritosti in dometa posameznega medija (časi in kraji, kjer je ciljno publiko najlažje doseči).
CAMPAIGNS AND AWARENESSRAISINGSTRATEGIESIN TRAFFICSAFETY
Smernice za razvoj strategije boste dobili tudi v preteklih kampanjah in ukrepih, zato je dobro, da jih preučite. Ko je strategija kampanje opredeljena, je treba v kreativni osnutek dodati nove elemente.
> Develop evaluation measures (road-accident data, observed behaviours, self-reported data, and cost data). The evaluation should be designed with as much care as the campaign itself.
Opredelite metode in orodja za zbiranje podatkov. Izberite metode (kvalitativne ali kvantitativne) in orodja, ki so potrebni za vrednotenje, in pri tem upoštevajte njihovo izvedljivost, čas in vire, ki so zanje potrebni.
To do this, you should:
Podatke je treba v vseh fazah zbirati na enak način.
Step 4 _BAR_ Conducting the Before-Period Evaluation and Implementing the Campaign
Korak 4 _BAR_ Izvajanje vrednotenja pred kampanjo in izvajanje kampanje
3 Implementing the campaign
3 Izvajanje kampanje
Before launching the campaign it is time to carry out the beforeperiod evaluation.
Pred začetkom kampanje je treba izvesti vrednotenje pred kampanjo.
The before period should be used as a baseline measurement for the other phases of the evaluation.
Obdobje pred kampanjo je treba uporabiti kot izhodiščno merjenje za druge faze vrednotenja.
You also need to produce the actual campaign materials and launch the campaign.
Treba je tudi izdelati dejanska gradiva za kampanjo in začeti kampanjo.
Of course, the campaign’s progress should be monitored carefully in order to deal with any problems that may arise during the campaign (***).
Seveda je treba natančno spremljati napredek kampanje, da lahko rešujete morebitne težave, ki se lahko pojavijo med kampanjo (***).
The timing of the launch is very important since it creates unique opportunities to get free publicity for the campaign.
Izbira časa začetka je zelo pomembna, ker ustvarja priložnosti za brezplačno obveščanje javnosti o kampanji.
In cases where the campaign is combined with other actions, careful coordination of all activities is important to make sure that each component is implemented as scheduled.
Če je kampanja kombinirana z drugimi ukrepi, je zelo pomembno natančno usklajevanje vseh dejavnosti, da zagotovimo, da se vsak sestavni del izvaja tako, kot je bilo načrtovano.
This requires very strict organisation and good communication between the initiator and the campaign partners and mediators.
Za to je potrebna stroga organizacija in dobra komunikacija med pobudnikom in partnerji kampanje in posredniki.
1 Conducting the beforeperiod evaluation
1 Izvajanje vrednotenja pred kampanjo
4 Controlling the release of campaign materials and possibly feedback to previous steps
4 Nadzor nad razdeljevanjem/razširjanjem gradiv kampanje in po možnosti povratne informacije prejšnjim korakom
The beforeperiod evaluation should be conducted according to its objectives and the chosen evaluation method.
Vrednotenje pred kampanjo je treba izvajati v skladu s cilji kampanje in izbrano metodo vrednotenja.
This involves checking the evaluation tools and materials, and hiring and training the investigators.
To vključuje preverjanje orodij za vrednotenje in gradiv ter najemanje in usposabljanje raziskovalcev.
The evaluation proce -dure must be identical for every condition implemented, i.e., you should implement the same procedure for each group of participants (experimental, control, or comparison groups).
Postopek vrednotenja mora biti enak za vsak izveden pogoj, t.j. za vsako skupino udeležencev (eksperimentalna, kontrolna ali primerjalna skupina) je treba izvesti enak postopek.
2 Producing the campaign materials
2 Izdelava gradiv za kampanjo
You should use the initial feedback from the process evaluation to determine whether the campaign has been implemented as planned and to what extent the target audience is being reached.
Začetne povratne informacije postopka vrednotenja je treba uporabiti za določitev, ali je bila kampanja izvedena tako, kot je bilo načrtovano in do kakšne mere je dosežena ciljna publika.
This requires strict coordination and follow-up.
Za to je potrebna stroga organizacija in spremljanje izvajanja.
If the preliminary feedback indicates problems with the implementation of the campaign, it may be possible to correct the problem while the campaign is still running.
Če predhodne povratne informacije kažejo na težave pri izvajanju kampanje, je morebiti mogoče to težavo odpraviti še v času, ko kampanja poteka.
Moreover, you might be able to negotiate corrective measures with the advertising agency and/or the media-buying agency.
Morebiti se boste z oglaševalsko agencijo in/ali agencijo za medijski zakup lahko pogajali o popravnih ukrepih.
In cases where the campaign is supplemented by other actions, controlling the implementation will require more involvement on the part of the initiator and/or the campaign partners.
Kadar kampanjo podpirajo drugi ukrepi, bodo pobudnik in/ali partnerji kampanje morali biti bolj vključeni v nadzor izvajanja.
The outside agencies you have hired should produce the campaign materials and book the media space in order to be ready for the campaign launch.
(***) Poleg informacij v priročniku CAST lahko bralec več podrobnosti o vrednotenju postopka najde v Orodju za vrednotenje CAST (2)
Step 5 _BAR_ Completing the Evaluation and Drawing Conclusions
Korak 5 _BAR_ Zaključek vrednotenja in sklepne ugotovitve
2 Processing and analysing the evaluation data
2 Obdelava in analiza podatkov o vrednotenju
You should compare the data obtained in the before period, to the data obtained in the during and/or after period(s).
Podatke, pridobljene v obdobju pred kampanjo, je treba primerjati s podatki, pridobljenimi med kampanjo in/ali v obdobju(-ih) po kampanji.
This comparison allows you to determine whether the campaign achieved the predefined primary and secondary objectives.
Da ugotovite, ali je bila vaša kampanja učinkovita, je treba zaključiti vrednotenje kampanje s primerjavo meritev pred in po kampanji.
3 Gathering cost and cost-effectiveness information
3 Zbiranje informacij o stroških in stroškovni učinkovitosti
In order to determine whether the campaign you have launched was effective, you need to complete the campaign evaluation with a comparison of measurements taken before and after the campaign.
Ko so zaključena vsa vrednotenja, je treba zbrati in analizirati informacije o stroških kampanje in stroškovni učinkovitosti.
We also recommend doing a measurement during the running of the campaign.
1 Izvajanje izbrane metode vrednotenja v obdobju med in/ali po kampanji
4 Drawing clear conclusions about the campaign
4 Oblikovanje jasnih sklepnih ugotovitev o kampanji
1 Implementing the chosen evaluation method for the during- and/or after- campaign periods
Pomembno je, da se v vsakem primeru ugotovi, kateri elementi kampanje imajo dokazljiv učinek v smislu merskih spremenljivk, vrste ciljne publike in posebnih okoliščin (t.j. prednosti kampanje).