natgillin/translations-raw huggingface dataset:
It is just as important to indicate which elements did not work (i.e., the campaign’s limitations), since this information can prevent others repeating the mistakes, and thus improve future campaigns.
Prav tako pa je pomembno navesti, kateri elementi niso delovali (t.j. omejitve kampanje), ker te informacije lahko pomagajo drugim, da ne ponovijo istih napak, in na ta način izboljšujejo kampanje v prihodnje.
Depending on the length of the campaign and the type of data to be collected, you have already defined: > the during-campaign period, including the time interval between the launching of the campaign and the start of the evaluation; > the aftercampaign period(s), including the time interval between the end of the campaign and the start of the first after period, and if applicable, between the two after periods.When the types of data to be collected are the same during the three evaluation periods, the conditions of data collection and the tools should also be identical across phases. Page 13
Glede na dolžino kampanje in vrsto podatkov, ki jih je treba zbrati, ste že opredelili: > Obdobje vrednotenja med kampanjo, vključno s časovnim intervalom med začetkom kampanje in začetkom vrednotenja. > Obdobje(-a) vrednotenja po kampanji, vključno s časovnim intervalom med zaključkom kampanje in začetkom prvega obdobja vrednotenja po kampanji, in če je primerno, med prvim in drugim obdobjem vrednotenja po kampanji.Če je v vseh treh obdobjih vrednotenja treba zbirati podatke enake vrste, morajo biti pogoji zbiranja podatkov in orodja v vseh fazah enaki.
Step 6 _BAR_ Writing the Final Report
Korak 6 _BAR_ Pisanje končnega poročila
It should answer the following questions:
Odgovoriti mora na naslednja vprašanja:
The final campaign report closes the campaign cycle, at least temporarily.
Končno poročilo o kampanji pomeni zaključek cikla kampanje, vsaj začasno.
One of the main goals of writing the report is to provide important information and feedback not only to the partners involved in the campaign, but also to stakeholders, researchers, and the general public.
Eden od glavnih ciljev pisanja poročila je posredovati pomembne informacije in povratne informacije ne samo partnerjem, ki so bili vključeni v kampanjo, ampak tudi zainteresiranim stranem, raziskovalcem in širši javnosti.
It is crucial to disseminate the results of the campaign, ensuring that the information is widely distributed and easily accessible.
Ključno je posredovanje rezultatov kampanje in treba je zagotoviti, da se informacije posredujejo na široko in da so lahko dostopne.
Indeed, any improvement in future campaigns depends on the availability of thorough and rigorous campaign evaluation reports.
Dejansko so izboljšave prihodnjih kampanj odvisne od razpoložljivosti temeljitih in izčrpnih poročil o vrednotenju kampanj.
> Why was the campaign conducted? > How was it conducted? > Were the effects (if any) due to the campaign? > What types of evaluations were conducted (process, impact, outcome, and/or economic)? > On what dimensions was the campaign evaluated? > Which elements of the campaign were particularly effective, and which were not? > Were the effect(s) measured over the short, middle, and/or long term? 2 Report content and structure
2 Vsebina in struktura poročila
We encourage you to follow the outline given below for your final report:
Priporočamo, da ima vaše zaključno poročilo naslednjo obliko:
The main body of the report should present a detailed overview of the campaign background and context, the problem behaviour and possible solutions, the target audience(s), the campaign strategy including the theoretical framework, message content, and media plan, the evaluation design and results, and the conclusions drawn.
V glavnem besedilu poročila mora biti predstavljen podroben pregled ozadja in okvira kampanje, problematično vedenje in možne rešitve, ciljna publika(-e), strategija kampanje, vključno s teoretičnim okvirom, vsebina sporočila in medijski načrt, zasnova vrednotenja in rezultati ter sklepne ugotovitve.
To facilitate reading, this information should be structured in four clearly labelled sections: background, campaign strategy, evaluation, and conclusions and recommendations (****).
Zaradi lažjega branja naj bodo informacije razdeljene na štiri jasno označene dele: ozadje/uvod, strategija kampanje, vrednotenje ter sklepne ugotovitve in priporočila (****).
The report should be in a standard format so important information will not be left out.
> > > > ozadje/uvod;strategija kampanje;vrednotenje;sklepne ugotovitve in glavna priporočila; Poročilo mora imeti standardno obliko, da ne bodo izpuščene pomembne informacije.
For dissemination of the results, the report should be available on the internet, usually on the cam- paign initiator’s website or in an International or European database, for instance on RoadSafetyWeb (www.roadsafetyweb.net).
Zaradi razširjanja rezultatov naj bo poročilo na voljo na internetu, običajno na spletni strani pobudnika kampanje ali v mednarodni ali evropski zbirki podatkov, na primer na RoadSafetyWeb (www.roadsafetyweb.net).
> title page (title, authors, etc.); > acknowledgements; > abstract and keywords; > table of contents; > executive summary; > main body of the report; > background; > campaign strategy; > evaluation; > conclusions and main recommendations; > references; > appendix; > authors’note. note. (****) In addition to the CAST manual information, the reader can refer to the CAST Reporting tool (3) which provides clear guidelines for writing a complete campaign report.
> > > reference/Literatura;dodatek;avtorjeva opomba. (3), ki vsebuje jasne smernice
4) Conducting the beforeperiod evaluation and implementing the campaign.
4) Izvajanje vrednotenja pred kampanjo in izvajanje kampanje.
This step includes outlining the before-phase of the evaluation, the production of campaign materials, and the actual launch of the campaign.
Ta korak vključuje oris faze vrednotenja pred kampanjo, izdelavo gradiv za kampanjo in dejanski začetek kampanje.
5) Completing the evaluation and drawing conclusions.
5) Zaključek vrednotenja in sklepne ugotovitve.
The fifth step involves implementing the chosen method for the during- and/or after-period evaluations, including quality control of each evaluation, data processing and analysis, cost-benefit and cost-effectiveness assessments; this allows practitioners to draw valid conclusions and assess the limitations of the campaign.
Peti korak vključuje izvajanje izbrane metode za vrednotenje med kampanjo in/ali v obdobjih po kampanji, vključno z nadzorom kakovosti vsakega vrednotenja, obdelavo in analizo podatkov, oceno stroškov in koristi ter stroškovne učinkovitosti; to omogoča izvajalcem veljavne sklepne ugotovitve in oceno omejitev kampanje.
1) Getting started.
1) Začetek.
The first step involves identifying the problem; analysing the organisational and socio-economic context of road safety; determining the budget including the cost for research and campaign evaluation; selecting partners and stakeholders who could be involved in the campaign process; developing the creative brief; and looking into possible contributions of outside agencies and their interactions with the initiator.
Prvi korak vključuje določitev problema, preučitev organizacijskega in socialno-ekonomskega okvira varnosti v cestnem prometu; določitev proračuna, vključno s stroški raziskave in vrednotenja kampanje; izbiro partnerjev in zainteresiranih strani, ki bi bili lahko vključeni v postopek kampanje; razvoj kreativnega osnutka; in preučitev možnega prispevka zunanjih agencij in povezanosti s pobudnikom.
2) Analysing the situation.
2) Preučitev stanja.
This involves performing an in-depth analysis of the problem and its possible solutions based on research and past initiatives, identifying the target audience, conducting research on how to reach and influence it, and translating the overall goal of the campaign into specific objectives.
To vključuje izvedbo poglobljene analize problema in možnih rešitev na podlagi raziskav in preteklih pobud, določitev ciljne publike, izvedbo raziskave, preučitev načinov nagovarjanja ciljne publike in vplivanja nanjo ter pretvorbo splošnega cilja kampanje v posebne cilje.
, we would like to make the following general recommendations.
, bi radi dali naslednja splošna priporočila.
This step involves defining the campaign strategy, designing the message content and style, choosing the media vehicles and media plan, developing and pretesting the message and slogans in their full context, and planning and pretesting the campaign evaluation.
Ta korak vključuje opredelitev strategije kampanje, oblikovanje vsebine in stila sporočila, izbiro medijev in medijski načrt, razvoj in predhodni preskus sporočila in sloganov v polnem kontekstu, ter načrtovanje in predhoden preskus vrednotenja kampanje.
Base the campaign on statistics and research
Kampanja naj temelji na statističnih podatkih in raziskavah
Translate the overall goal into specific objectives
Ti elementi so temelj strategije kampanje, poleg tega pa bodo tudi osnova pri vrednotenju kampanje in merilo, ali je bila kampanja uspešna ali ne (t.j. ali so bili cilji doseženi ali ne).
We recommend that campaigns should be based on a solid foundation: databases of road accident statistics, offences, research (observations, surveys, market studies, theoretical models for predicting and explaining behaviour, models of behaviour change).
Priporočamo, da imajo kampanje trdne temelje: zbirke statističnih podatkov o prometnih nesrečah, prekrških, raziskavah (opazovanja, ankete, tržne raziskave, teoretični modeli za napovedovanje in pojasnjevanje vedenja, modeli spremembe vedenja).
Campaigns can also be based on emerging issues.
Kampanje lahko temeljijo tudi na vprašanjih, ki se pojavljajo.
Statistics are generally the first aid to defining the theme of a campaign because they provide initial information about the target audience.
Statistični podatki so običajno prva pomoč pri določanju teme kampanje, ker zagotavljajo začetne informacije o ciljni publiki.
However, statistical information is not sufficient in and of itself.
Vendar statistične informacije same po sebi ne zadostujejo.
It is therefore useful to base the campaign on available studies, and/or to conduct additional studies designed around theoretical models whenever the necessary information is not available.
Zato je dobro, da kampanja temelji na razpoložljivih študijah in/ali da se izvedejo dodatne študije, ki so zasnovane na teoretičnih modelih, če potrebnih informacij ni na voljo.
Such custom-designed studies can provide in-depth information about the problem behaviour and factors that might predict it, while existing published research helps in identifying the target audience in detail and segmenting it into smaller groups.
Take standardne študije lahko zagotovijo podrobne informacije o problematičnem vedenju in dejavnikih, ki ga lahko napovedujejo, obstoječe objavljene raziskave pa so v pomoč pri podrobnem določanju ciljne publike in pri delitvi ciljne publike v manjše skupine.
That is why it is quite useful to define specific campaign objectives.
Oblikujete strategijo kampanje in načrtujte kampanjo
Select a specific target audience
Izbira posebne ciljne publike
To reach the target audience and increase the likelihood of modifying its behaviour, campaign practitioners should carefully define their audience.
Strategija kampanje splošni in posebne cilje kampanje operativno izpopolni.
This requires great attention to detail, and can be achieved with the help of audience segmentation.
Je del splošne strategije socialnega trženja, s ciljem spremeniti vedenje.
Segmentation techniques can be based on demographic, geographic, psychographic, and/or behaviour variables, theoretical models, or the characteristics of the primary and secondary audiences.
Strategija kampanje temelji na teoretičnih modelih, ki se uporabljajo za določanje posebnih ciljev, zato je ključnega pomena pri določanju vrste kampanje, ki bo potekala.
Crossing different segmentation criteria can be useful to achieve greater precision.
Kampanja lahko v celoti temelji na medijih ali pa se kombinira z drugimi ukrepi.
The five elements of the marketing mix, and thus of the message, must be adapted to each segment.
Izvaja se lahko na različnih ravneh: nacionalno, regionalno ali lokalno, odvisno od problematičnega vedenja, ciljne publike in območij, kjer se problem največ pojavlja.
Selecting a specific target audience also enables practitioners to set up comparison groups for evaluating the campaign.
Strategija kampanje tudi določa, kako je mogoče doseči ciljno publiko in nanjo vplivati.
In such evaluations, road users exposed to the campaign (experimental group) are compared with road users from a supposedly similar population not exposed to the campaign (comparison group without random assignment between the two groups).
Kampanjo, strategijo komuniciranja in morebitne podporne dejavnosti je treba skrbno načrtovati.
Alternatively, a population not specifically targeted by the campaign but exposed to it may be compared to a population specifically targeted by the campaign.
Sporočilo, izbira medijev, medijski načrt in podporne dejavnosti morajo služiti izbrani strategiji tako, da sporočilo prenašajo izbrani ciljni publiki.
The campaign strategy refines the goal and the specific objectives in operational fashion.
Izvajalci kampanj morajo natančno določiti svojo ciljno publiko, da jo lahko v čim večji meri dosežejo in tako povečajo možnost spremembe njihovega vedenja.
It is part of an overall socialmarketing strategy aimed at changing behaviour.
Pri tem je treba veliko pozornosti nameniti podrobnostim in v pomoč je delitev publike na dele (segmentacija).
The campaign strategy is based on the theoretical models used to define the specific objectives, so it is critical in determining the type of campaign to run.
Tehnike delitve na dele lahko temeljijo na demografskih, geografskih, psihografskih in/ali vedenjskih spremenljivkah, teoretičnih modelih ali značilnostih primarne in sekundarne publike.
Indeed, the campaign can be a purely media-based campaign or be combined with other actions.
Pet elementov marketinškega spleta in s tem sporočila je treba prilagoditi za vsak segment.
It can be conducted on different levels: nationally, regionally, or locally, depending on the problem behaviour, the target audience, and the areas where the problem occurs most.
Izbira posebne ciljne publike izvajalcem omogoča tudi, da za vrednotenje kampanje določijo primerjalne skupine.
The campaign strategy also defines how the target audience can be reached and influenced.
V takem vrednotenju se udeležence v cestnem prometu, izpostavljene kampanji (eksperimentalna skupina), primerja z udeleženci v cestnem prometu iz domnevno podobne populacije, ki ni izpostavljena kampanji (primerjalna skupina brez naključnega dodeljevanja med obe skupini).
The campaign, the communication strategy, and any supportive activities must all be carefully planned.The message, choice of media, media plan, and supportive activities must serve the chosen strategy by getting the message to the selected target audience.
Lahko pa se populacija, ki ni ciljna populacija, vendar je kampanji izpostavljena, primerja s ciljno populacijo kampanje.
Formulate the message
Oblikovanje sporočila
Ensure rigorous evaluation
Zagotavljanje strogega vrednotenja
A message is more likely to have an impact on the behaviour if the person receiving it feels motivated to process it.
Sporočilo bo bolj verjetno imelo vpliv na vedenje, če je oseba, ki sporočilo prejme, motivirana, da ga obdela.
This in turn implies actively thinking about the message and elaborating upon its content.
Ta pa obratno pomeni aktivno razmišljanje o sporočilu in vsebini sporočila.
However, motivation alone is not enough.
Vendar pa sama motivacija ni dovolj.
An individual must also have the cognitive ability to process a message, something that can only happen when the message is understandable.
Posameznik mora imeti tudi kognitivno sposobnost za obdelavo sporočila, kar pa je mogoče le, če je sporočilo razumljivo.
Accordingly, an effective message must be believable to the audience (credible), be honest and convey a behaviour that is possible to achieve (trustworthy), be heard repeatedly (consistent), easy to understand (clear), capable of generating change (persuasive), relevant to the person (relevant), and appealing (attractive).
Skladno s tem mora biti učinkovito sporočilo verjetno (verodostojno), pošteno in zaupanja vredno (sporočati mora način vedenja, ki ga je mogoče doseči), dosledno (treba ga je večkrat slišati), enostavno za razumevanje (jasno), sposobno povzročiti spremembo (prepričljivo), relevantno za osebo (relevantno) in privlačno (privlačno).
The message should therefore be based on general persuasion models and models of specific techniques such as framing.
Zato mora sporočilo temeljiti na splošnih modelih prepričevanja in modelih posebnih tehnik, kot je uokvirjanje.
In testing a message, the thought-listing task is a valuable tool for determi -ning which messages lead to greater changes in knowledge, beliefs, and/or behaviour.
Pri preskušanju sporočila je »naloga navajanja misli« dragoceno orodje pri določanju, katero sporočilo povzroči največje spremembe v znanju, prepričanjih in/ali vedenju.
Evaluation may be costly, but it is the best way to find out if a campaign has been a success or not, and if the money was well spent.
Vrednotenje je lahko drago, vendar je to najboljši način, da ugotovimo, ali je bila kampanja uspešna ali ne in če je bil denar dobro porabljen.
To draw valid conclusions about the campaign’s effectiveness, cost-effectiveness, and efficiency, the campaign should be assessed against its specific objectives, while taking into account the baseline level of knowledge or the prevalence of the safe behaviour before the campaign.
Za veljavne sklepne ugotovitve o učinkovitosti kampanje, stroškovni učinkovitosti in uspešnosti je treba kampanjo ovrednotiti glede na posebne cilje in pri tem upoštevati osnovno raven znanja ali razširjenost varnega vedenja pred kampanjo.
Moreover, if it is to abide by good principles of methodology, the evaluation should: > refer to the theoretical model (or to the main predictors of the problem behaviour) on which the campaign was based; > use control or comparison group(s); and > use an appropriate design involving at least two measurements, taken before and after the campaign. To obtain more information on the stability of the campaign’s effect(s), a supplement to the two measurement periods may be carried out such as during-campaign phases and/or additional post-campaign phases. Conduct a proper implementation of the campaign
Če želimo, da vrednotenje spoštuje dobra načela metodologije, se mora > sklicevati na teoretični model (ali na glavne napovednike problematičnega vedenja), na katerem je kampanja temeljila, > uporabiti kontrolne ali primerjalne skupine, in > uporabiti primeren raziskovalni načrt, ki vključuje vsaj dve meritvi, ki se opravita pred kampanjo in po njej. Za pridobitev več informacij o stabilnosti učinka(-ov) kampanje se lahko poleg teh opravijo še dodatna merjenja, npr. med potekom kampanje in/ali v daljših fazah po zaključeni kampanji. Ustrezno izvajanje kampanje
Disseminate the results
Razširjanje rezultatov
To determine whether the campaign has been implemented as planned, and to what extent the target audience is being reached, you should use the initial feedback from the process evaluation.
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 bila dosežena ciljna publika.
The results should be presented in a final campaign report, which should include the rationale of the campaign as well as detailed results.
Rezultate je treba predstaviti v končnem poročilu o kampanji, ki naj vključuje utemeljitev kampanje ter podrobne rezultate.
It should be presented in a standard format and conclude with a discussion of the strengths and limita -tions of the campaign and how the results might be used to improve future campaigns.
Predstavljeno mora biti v standardni obliki in se zaključiti z razpravo o prednostih in omejitvah kampanje in kako bi bilo rezultate mogoče uporabiti za izboljšanje kampanj v prihodnje.
Such reports help practitioners build on past experiences when designing, implementing and evaluating future campaigns.Whatever the effect(s) of the campaign, the final report should be made available in a library and indexed in a validated database.
Taka poročila izvajalcem omogočajo, da se pri oblikovanju, izvajanju in vrednotenju prihodnjih kampanj opirajo na pretekle izkušnje. Ne glede na učinek(-ke) kampanje mora biti končno poročilo na voljo v knjižnici in indeksirano v potrjeni zbirki podatkov.
International online databases that index campaign reports and quantitative results are also useful for spreading the information.
Pri širjenju informacij so zelo koristne mednarodne spletne zbirke podatkov, ki indeksirajo poročila o kampanjah.
In addition to improving future campaigns the report could help policymakers to develop effective road safety policies, and assist local, regional, and national authorities in making decisions regarding financial support for road safety campaigns.
Poleg izboljšanja prihodnjih kampanj so poročila lahko tudi v pomoč oblikovalcem politike pri razvoju učinkovitih politik varnosti v cestnem prometu ter pomagajo lokalnim, regionalnim in nacionalnim organom pri odločanju o finančni podpori za kampanje o varnosti v cestnem prometu.
Further information about the CAST tools
Več informacij o orodjih CAST
Manual for Designing, Implementing, and Evaluating Road Safety Communication Campaigns (1)
Priročnik za oblikovanje, izvajanje in vrednotenje obveščevalnih kampanj o varnosti v cestnem prometu (1)
The full 324-page CAST Manual contains both a theoretical background and detailed guidelines for designing, implementing, and evaluating a road safety communication campaign, based on existing research and new results produced by the CAST project.
Celotni Priročnik CAST ima 324 strani in vsebuje teoretično ozadje in podrobne smernice za oblikovanje, izvajanje in vrednotenje obveščevalnih kampanj o varnosti v cestnem prometu, ki temeljijo na obstoječih raziskavah in novih rezultatih projekta CAST.
It is aimed at both researchers and practitioners.
Namenjen je tako raziskovalcem kot izvajalcem.
The CAST manual is complemented by an Evaluation tool and a Reporting tool (see below).
Priročnik CAST dopolnjuje Orodje za vrednotenje in Orodje za poročanje (glej v nadaljevanju).
The Evaluation tool gives practical recommendations how to carry out an evaluation study considering the specific characteristics of each road safety campaign.
Orodje za vrednotenje vsebuje praktična priporočila kako opraviti študijo vrednotenja ob upoštevanju posebnih značilnosti vsake kampanje o varnosti v cestnem prometu.
These guidelines will help everybody who is concerned with the evaluation of road safety campaigns, to make the right decisions about the different elements of the outcome evaluation study.
Te smernice bodo vsem, ki jih zadeva vrednotenje kampanj o varnosti v cestnem prometu, pomagale, da se bodo lahko pravilno odločili o različnih elementih vrednotenja rezultatov/učinkov kampanje.
Reporting Tool for Road Safety Campaigns (3)
Orodje za poročanje o kampanjah o varnosti v cestnem prometu (3)
The objective of the Reporting tool is to provide guidelines for composing a standardised and complete campaign report.
Cilj Orodja za poročanje je podati smernice za pripravo standardiziranega in popolnega poročila o kampanji.
Such a report should present a clear and concise overview of the whole campaign process and the evaluation study in a standardised way.
Tako poročilo mora na standardiziran način predstavljati jasen in jedrnat pregled celotnega postopka kampanje in študijo o vrednotenju.
By following the proposed template, more appropriate, profound, and standardised reports will be available in Europe and beyond.
Če boste upoštevali predlagano predlogo, bodo v Evropi in zunaj nje na voljo bolj ustrezna, temeljita in standardizirana poročila.