Untitled Document

To further bolster the efforts made towards the goal of zero accidents on Hong Kong's roads, the Road Safety Council used a broad spectrum publicity campaign to reach the widest possible audience. In 2007, this included the use of mass media, bus and taxis advertisements and press releases, as well as other related activities.

Pedestrians commonly fall victim to on-road accidents. Guidance and education are required to help curb these incidences; so in 2007, the Road Safety Council launched two sets of Television Announcements in the Public Interest (API). Television and radio APIs were broadcast with a warning about the use of devices that may distract you while crossing the road. As demonstrated in the advertisement, the risks of distraction or inability to hear warnings are quite high. The announcement served as a reminder to be responsible pedestrians and avoid actions that may endanger themselves and others.

Obeying pedestrian signals is another must for responsible pedestrians. Radio APIs were used to combat the misconceptions pedestrians have about when to cross the road. People were advised not to start crossing the road when the green pedestrian signal is flashing. The sounds of different pedestrian signals were broadcast to help people recognise and associate the appropriate behaviour with the corresponding light signals.

To enhance the use of seatbelts on public light buses, we produced stickers in a new design for distribution to PLB operators. The stickers were designed to be adhered to the back of every passenger seat in PLBs equipped with seatbelts so passengers could more readily be reminded of the need to use the seatbelts. The inclusion in the sticker of penalties that are faced by offenders would hopefully have a strong deterrent effect on passengers who were reluctant to use the seatbelts

In an effort to encourage drivers to be more courteous and to give way to other road users, media events are organised by the Council in association with Radio Television Hong Kong (RTHK). In 2007, this event took the format of a Q&A session, teaching smart driving tips and broadcasting road safety slogans.

Nothing can be more direct than to have the message of our long-term vision "Zero Accidents on the Road, Hong Kong's Goal" actually carried on the roads. Two eye-catching bus advertisements carried this message around the city. The vibrant yellow and blue combination attracted attention to the symbol and message of this vision.

The Road Safety Council's partnership programme, with sponsor AIA Foundation, promoted the theme of "proper pedestrian behaviour during flashing green pedestrian signals" on taxis' exterior advertisements, outdoor billboards, posters and banner displays.

Road Safety Campaign Launching Ceremony 07-08 was launched on November 29, 2007. The ceremony was held at the Police Headquarters in Wan Chai, with the Chairman of the Road Safety Council Mr Yam Tat-wing, Commissioner for Transport Mr Alan Wong, and Chairman of the Road Safety Campaign Committee Mr Yu Kam-kee officiating.

A new radio API was produced in January 2007, to broadcast the importance of safe cycling. The message included an admonition to cyclists not to cycle on the pavement and a reminder to pedestrians not to walk in bike lanes. Banners and posters were also produced to promote these messages.

Safe cycling messages were advertised on 100 taxis between 25 July and 24 August 2007. Banners with safe cycling messages were displayed at 14 locations between 15 June 2007 and 29 August 2007.

During the publicity and enforcement period, police distributed leaflets and laminated cards to leisure cyclists and cyclists transporting commercial goods.

RSC Online

The launch of the Road Safety website (www.roadsafety.gov.hk) five years ago has proved to be a valuable educational tool and resource for raising public awareness of road safety. The site received 1,035 visits a day, with a total of 377,775 online hits in 2007. Regularly updated statistics and hyperlinks offers more information and a stimulating web experience to encourage return visits.

The Road Safety Bus, educational street events, seminars and carnivals distributed the Council's range of promotional souvenirs again in 2007. The regular assortment of bags, pens, folders, clips, caps, towels, and vehicle licence holders were among other give-away items such as miniature torches for reading maps. Designed to help remind people about road safety, these fun and useful souvenirs continue to be a hit with the public.

Our print materials have multiplied to cover an expansive range of road safety topics. More information pertaining to specific focus groups such as elderly pedestrians, cyclists, and public bus passengers were made available. Pamphlets, posters, and other materials were handed out along the street as well as during seminars and publicity events. Many printed items could also be located at the Transport Department's licensing offices, District Offices, as well as Police Stations.

Council members have visited the Sham Shui Po, Tai Po, Wong Tai Sin, Yau Tsim Mong, Central and Western, Sha Tin , Eastern, Tsuen Wan, North and Kwun Tong District Councils to muster local support from Traffic and Transport Committees. This was in an effort to promote road safety events and allow for frequent and open communication between local authorities, as well as clarification of the Council's efforts.

Announcements in the Public Interest (APIs)

Being a core strategy of the road safety publicity, APIs effectively deliver informative and useful road safety messages. We invite you to view them here: http://www.isd.gov.hk/eng/api_more.htm.