Handicap International Belgium (HIB)

Handicap International Belgium (HIB) Proposal to Olympus Drinking and Driving Campaign Handicap International Belgium

TABLE OF CONTENTS ABBREVIATIONS... 2 PROJECT SUMMARY... 3 1. NEEDS ASSESSMENT... 4 1.1. General road safety context in Cambodia...4 1.2. Drinking and Driving in Cambodia...5 2. RATIONAL FOR INTERVENTION HANDICAP INTERNATIONAL BELGIUM... 5 2.1. Handicap International Belgium s Road Safety Programme...5 2.2. HIB Drinking and Driving Campaign Activities and Partnerships...6 3. PROJECT STRATEGY... 6 3.1. Objectives and Expected Results of the Intervention...6 3.2. Target location and groups...7 3.3. Activities to Achieve Expected Results...8 3.4. Human resources...9 3.5. Main stakeholders and coordination...9 3.6. Timeframe...10 3.7. Monitoring and Evaluation...10 4. BUDGET... 11 Handicap International Belgium Page 1

Abbreviations ADB : Asian Development Bank CRY : Coalition for Road Safety DATe : Development and Appropriate Technology GRSP : Global Road Safety Partnership HIB : Handicap International Belgium JICA : Japan International Cooperation Agency MoI : Ministry of Interior NGO : Non-governmental Organization NRSC : National Road Safety Committee RTAVIS : Road Traffic Accident and Victim Information System WHO : World Health Organization Handicap International Belgium Page 2

Project Summary Project Name Organization Project Location Drinking and Driving Campaign Handicap International Belgium (HIB) Phnom Penh, Duration of the Project July to December 2009 Total Budget requested USD 24,496 Number of staff General goal Project Objective One HIB staff and 5 volunteers To prevent road traffic accidents, injuries and fatalities on the roads of Cambodia. To increase the level of public awareness in Phnom Penh on the risks of drinking and driving and its impact on society targeting known risk groups (ages 15-29) through multi-media campaigns and road safety events. Expected Outputs: : o o o ER 1: A multi-media campaign is conducted for three months through television, radio and print targeting at-risk road users (ages 15-29) with appropriate messages on dangers and consequences of drinking and driving; ER 2: High-profile events are launched around Cambodian national holidays in September, October and November involving youth, volunteers and traffic police to promote the message of the dangers of drinking and driving; ER 3: Peer education on dangers and consequences of drinking and driving is initiated by youth road safety ambassadors to their friends, families and fellow students. Handicap International Belgium Page 3

1. Needs Assessment 1.1. General road safety context in Cambodia In the ASEAN region, road accidents and casualties have reached alarming rates with over 75,000 deaths and 4.7 million injuries occurring annually. These accidents cost the region an estimated USD 15 billion per year (2.2% of annual total GDP) (ADB 2006). If actions are not taken, it is estimated that in the coming five years, the rate of traffic accidents and economic losses will quadruple, negatively impacting on medical costs, productivity, property loss and family security, and placing a heavy burden on health services and economies (World Report on Road Traffic Injury Prevention 2004). Currently, more than 4 persons die and other 70 are injured or disabled for life daily on the roads of Cambodia (RTAVIS 2007). As the figure below highlights, over the last 5 years, the number of accidents increased by 5 and the number of fatalities has doubled. With fatalities at close to 18 per 10,000 registered vehicles, Cambodia has the highest mortality rate in the ASEAN region. Figure 1: Evolution of road traffic accidents and casualties in Cambodia 1998 2007 1 (RTAVIS) 1800 1600 1400 1200 1000 800 600 400 200 0 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 Population Registered Vehicle Number of accidents Fatalities Alarmingly, 22% of casualties are among the most economically active part of the population (age 20 to 29), with farmers and workers the overwhelming majority. Around 8 of all casualties and deaths are male (RTAVIS 2007). Consequently, the groups most affected are invariably the main breadwinner in the household resulting in a loss of income for the family, high medical and/or funeral costs and in the case of injury rehabilitation costs. In a country where social security and insurance systems are almost inexistent, the cost of prolonged medical care and long term rehabilitation, coupled with the loss of income due to disability or death of a family s primary earner can easily lead an affected household into poverty (GRSP 2004, WHO 2006). Furthermore, road traffic accidents disproportionately affect the poorest and the most vulnerable sections of the population as the means of transport frequently used by poorer people - motorbike, walking and cycling - are indeed responsible around 87% of the road traffic casualties in Cambodia (RTAVIS 2007). Ultimately, the impact on the national economy as a result of accidents and casualties is tremendous. Crashes and casualties have cost the Cambodian Government over 113 million dollars in 1994, or 3.2 % of their GDP (ADB 2004). 1 RTAVIS 2007 annual report Handicap International Belgium Page 4

1.2. Drinking and Driving in Cambodia According to the World Health Organization s Drinking and Driving Road Safety Manual, road users in who are impaired by alcohol have a significantly higher risk of being involved in an accident. Statistics in Cambodia show that alcohol-related accidents are the second leading factors behind speeding. In addition, similar to many other countries, road accidents and casualties linked to drinking and driving spike during national holidays in particular Khmer New Year, Pchum Ben and Water Festival.. Figure 2: Percentage of casualties compare to fatalities by cause of accident 2007 (RTAVIS) Human errors Using mobile phone Not respect traffic signs Drug abuse Wrong use of high beam Other Not respect traffic lights Driving against flow of traffic Fatique or illness Not respect right of way Change lane without due care N/A Dangerous overtaking Alcohol abuse Speed 1% 1% 1% 1% 2% 3% 2% 1% 7% 8% 3% 5% 4% 6% 11% 1 16% 19% 5 49% 5% 1 15% 2 25% 3 35% 4 45% 5 Casualities Fatalities As the figure above clearly demonstrates, 19% are caused by alcohol abuse. It is interesting to note that the percentages of fatalities for alcohol abuse are higher than percentages of casualties, which demonstrates that a person has a higher risk of death in alcohol abuse than other kinds of human errors, except speeding. Since drinking and driving is a factor in so many crashes, it is critical that actions, particularly ones that focus on education and enforcement, are designed to change the behaviour of Cambodian motorists. However, in the current situation, there is little awareness among the public of the dangers of drinking and driving. This is largely due to the fact that impaired driving enforcement is nonexistent and education campaigns on the subject are minimal. Tackling the problem of drinking and driving is a priority of the National Road Safety Committee and the National Traffic Police in 2009. Therefore, Handicap International Belgium believes it is timely to begin implementing a multi-media campaign with the aim of educating the public on the dangers of drinking and driving. 2. Rational for Intervention Handicap International Belgium 2.1. Handicap International Belgium s Road Safety Programme HIB is well positioned to implement an effective awareness campaign to tackle the issue of drinking and driving and its related consequences. Since 2003, HIB has been implementing a comprehensive road safety programme, which is aligned to the Royal Government of Cambodia s National Road Safety Action Plan. Handicap s road safety programme includes: Handicap International Belgium Page 5

1. Road Safety education developing and implementing formal road safety curricula for grades 1-9 integrated into the national curriculum; 2. Road Safety awareness campaigns designing and implementing nationwide multi-media campaigns around reducing high risk behaviours, with particular long term focus on helmet wearing, speeding and drinking and driving as well as increasing knowledge of the traffic law and road rules; 3. Community-based education increasing road safety awareness of communities living along high-risk national roads through technical and financial support to local NGOs (DATe and CRY); 4. Road Traffic Accident and Victim Information System (RTAVIS) providing accurate, continuous and comprehensive data and information on road accidents and casualties throughout Cambodia; 5. Road Safety Research research on sociological analysis of road safety situation in Cambodia focusing on historical, cultural and political aspects. 6. Road Safety Network reducing injuries and death caused by work-related road traffic accidents within partner organizations and the wider community, through safe driver behaviour by establishing a network to promote internal road safety policies and regulations and safe fleet management. 7. Support to government Ongoing technical support to the National Road Safety Committee and its secretariat, and relevant ministries, to manage and implement its National Action Plan and ensure effective enforcement of the Traffic Law. These activities have been implemented in close collaboration with a variety of government ministries including Public Works and Transport, Interior (Traffic Police), Health and Education, as well as several international and local non-government organizations. 2.2. HIB Drinking and Driving Campaign Activities and Partnerships HIB s previous drinking and driving campaigns were implemented in collaboration with the National Road Safety Committee (NRSC) and various stakeholders aimed at raising awareness of the dangers and consequences of this risky behaviour. These campaigns included television and radio spots, and posters and leaflets distributed nationwide under the message Protect Your Life, Don t Drink and Drive. 2.3. Cambodia s National Enforcement Strategy and Action Plan HIB has also worked closely with the National Road Safety Committee, the Ministry of Interior and the National Traffic Police to develop a national enforcement strategy and action plan 2009-2012 which includes key actions on drinking and driving enforcement (as well as speeding, helmet-wearing and overloading). HIB has also facilitated trainings for the traffic police on drinking and driving enforcement skills, as well as providing them with breath-testing equipment. 3. Project Strategy 3.1. Objectives and Expected Results of the Intervention Objective: To increase the level of public awareness in Phnom Penh on the risks of drinking and driving and its impact on society targeting known risk groups (ages 15-29) through multi-media campaigns and road safety events. Handicap International Belgium Page 6

Expected results: ER 1: A multi-media campaign is conducted for three months through television, radio and print targeting at-risk road users (ages 15-29) with appropriate messages on dangers and consequences of drinking and driving; ER 2: High-profile events are launched around Cambodian national holidays in September, October and November involving youth, volunteers and traffic police to promote the message of the dangers of drinking and driving; ER 3: Peer education on dangers and consequences of drinking and driving is initiated by youth road safety ambassadors to their friends, families and fellow students. 3.2. Target location and groups Reducing the incidents of drinking and driving is clearly a crucial one if injuries and deaths on the roads in Cambodia are to be reduced. Thus, this project will focus on increasing awareness of roadusers on the risks and consequences of drinking and driving in the Phnom Penh municipality, where many drink-driving accidents are occurring. Figure 3: Percentage of drink-driving fatalities by age category 2007 (RTAVIS) The age group targeted by the multi-media campaign will be the highest known risk group: young people ages 15-29. As the figure above demonstrates, this group represents almost 6 of drinking and driving accident fatalities. They are invariably farmers, students and workers with their entire future ahead of them. The general public will also be targeted due to the pervasive low levels of awareness on this important issue. Handicap International Belgium Page 7

3.3. Activities to Achieve Expected Results Drinking and driving is a factor in 19% of road accident fatalities in Cambodia in 2007. However, there is very little public awareness among Cambodian road users of the dangers that drinking and driving create for the driver, passenger and other road users. Therefore, it is critical that campaigns are developed with the specific objectives of raising the levels of awareness and education on the topic among the general public, and particularly among the known risk group of young road users. The actions below are guided by the recommendations included in the World Health Organization s Drinking and Driving: A Road Safety Manual for Decision-Makers and Practitioners. Please refer to Section Four for the activity budget. 1) Baseline Survey: A baseline survey will be conducted prior to the intervention by a group of volunteers guided by HIB staff. The data will be used primarily to determine the levels of awareness on risk and dangers associated with drinking and driving, and the attitudes and behaviours regarding the practice. Respondents will be selected primarily from the identified target group of young road users as well as the general population. 2) Drinking and Driving Awareness-Raising Activities: The awareness raising activities will include mass-media campaign as well as street campaigns in Phnom Penh city. This project component will last three months, designed to coincide with major Cambodian public holidays (Pchum Ben in September and the Water Festival in November) which are typically marked by a significant spike in drinking and driving related accidents and casualties. a) Multimedia Campaign: TV spots: HIB will develop a TV spot with the message Protect Your Life, Don t Drink and Drive. The spot will aim to raise awareness of the risks associated with drinking and driving and the consequences to the driver, passengers and other road users. The TV spot will be designed by an advertising agency with previous experience in developing educative media campaigns. The spot will be broadcasted on three popular television channels 21 days prior and during the Pchum Ben Ceremony in September, and 10 days before and during the Water Festival; Radio Spots: HIB will develop a radio spot using the same message as the television spot. HIB will hire an advertising agency to develop the spot. The radio broadcasting is planned for prime time on four major national radio stations, and at the same time period as the TV broadcast detailed above; Posters: HIB will develop and hang posters with the message Protect Your Life, Don t Drink and Drive featuring Cambodian celebrities. Posters will be placed in key locations around the targeted districts in Phnom Penh (roads, schools, markets, and other public places) ensuring high visibility. The distribution will be performed by HIB s road safety ambassadors 2. Leaflets: HIB will develop and distribute leaflets with the message Protect Your Life, Don t Drink and Drive. HIB s road safety ambassadors will distribute the leaflets at key locations where young people gather (parks, riverside, restaurants). The ambassadors will disseminate more detailed information on the risks of drinking and driving to the recipients during the leaflet distribution. 2 University students who volunteer for HIB s road safety projects Handicap International Belgium Page 8

b) Street Campaign: Eight campaigns will be planned in Phnom Penh over a three-month period (3 times in September, 2 times in October, and 3 times in November). HIB s road safety ambassadors will travel on tricycles through the streets of Phnom Penh displaying the campaign message Protect your life, don t Drink and Drive. The team will stop and distribute leaflets to targeted young people at several locations including parks, riverside, shopping malls, universities, bus station, entrance to markets, and other places where young people gather. The team will also set up mobile billboards which will display the campaign message at key intersections marked by heavy traffic flow. Traffic police officers will also join the campaigns and distribute road safety materials at their checkpoint locations. The ambassadors will be youth selected from Phnom Penh high schools and universities. They will be encouraged to become peer educators where they will not only promote the message of not drinking and driving during the campaign activities, but also be expected to promote the message in their daily life with friends and families at home and in their schools. c) Water Festival stand: During the Water Festival each year in November, two million visitors descend on Phnom Penh. To take advantage of this high-profile event, HIB sets up a road safety stand annually in a strategic location close to the main public activities. This year, the stand will focus on the message of drinking and driving along with other road safety messages. HIB staff and ambassadors will distribute posters and leaflets to the general public. Furthermore, quizzes on road safety themes will be conducted with winning prizes including t-shirts and helmets. 3) Post-test survey The survey will be conducted at the end of the project intervention to determine whether the objective of raising awareness among young road users on the risks and consequences of drinking and driving was achieved. The results will be included in the final project report. 3.4. Human resources To implement the project, HIB will utilize the following staff: Project Officer: It is expected that a project officer, who currently works with the Road Safety Awareness Project, will devote 3 his time to the drinking and driving campaign activities for the duration of the project; Road safety Ambassadors: they will be recruited specifically for the drinking and driving project by HIB, and will be utilized for the distribution of materials, information dissemination and to conduct the pre and post test surveys; HIB consultancy: A team in HIB will take managerial responsibilities for the project. The team will work with the project officers to guide the implementation and monitoring of the activities, and provide administration and logistical support 3.5. Main stakeholders and coordination HIB will implement the project in collaboration with a variety of stakeholders: National/Municipal Road Safety Committee the committees are the main coordinating bodies for road safety at both national and municipal level. They have prioritized drinking and driving campaigns as a strategic goal. The committees will assist HIB to coordinate activities Handicap International Belgium Page 9

and protocol with the Phnom Penh Municipality, Department of Land Transport, Phnom Penh Traffic Police, and Ministry of Education; National/Phnom Penh Traffic Police: HIB will collaborate with the police during the campaign, particularly to gain their support to allow police officers to distribute the leaflets at their checkpoints across Phnom Penh. To ensure effective coordination of the project for stakeholders during the life of the project, HIB will organize and facilitate periodic meetings aimed at updating stakeholders on project progress. 3.6. Timeframe Activities 2009 July August Sept Oct Nov Dec 1. Project Preparation phase 2. Baseline Survey 3. Development of TV,Radio spot, leaflet, and poster 4. Conduct Awareness Campaign 5. Post test Survey 6. Project Monitoring 7. Final Report 3.7. Monitoring and Evaluation To determine the increase of awareness and knowledge among the target groups on drinking and driving campaign messages, a baseline survey and post-test will be conducted in selected locations in the targeted areas by a survey team led by HIB. Regular monitor will be conducted by the road safety project officer to ensure that stated outputs are being met. The project officer will be expected to produce a monthly report on project progress to the road safety programme manager. Regular coordination meetings will be hosted by HIB with participation from all stakeholders to ensure effective coordination and communication of the project. A final report detailing the achievement of the project objectives and expected results will be prepared and submitted to Olympus one month from the project end date. Handicap International Belgium Page 10

4.. Budgett Budget table below is based on a draft expenses that might occur during the project implementation. No. Activities Total (USD) 1 Baseline survey 740 2 Development of campaign's materials 5,150 3 Campaign (broadcasting ) 13,128 4 Water Festival 1,715 5 Post test Survey 740 6 Human resources 1,000 Sub total 22,473 Admin cost (9%) 2,023 Grand Total (USD) 24,496 Handicap International Belgium Page 11