WC 432: Promotion, education and advertising

Archive - this information is for reference only and no longer maintained.

Introduction

This work category provides for the development and implementation of activities that address the safe use of the land transport network.

Definition

Promotion, education and advertising activities promote the safe use of the land transport network through education, advertising, awareness raising and by public information to users of the transport network.

To qualify under this work category an activity must give effect to national and local priorities by contributing to the outcomes of:

• regional and local issues or opportunities identified within Road Safety Action Plans or Activity Management Plans, or
• a relevant business case, or
• nationally delivered activities identified within the Transport Agency’s Statement of Intent and associated action plans.

Promotion, education and advertising activities have the following objectives:

• advancing the priorities and initiatives identified in the Safer Journeys Strategy(external link) and its action plan
• achieving safer outcomes by working with communities to identify and deliver local land transport safety issues, and
• developing and motivating national, regional and local land transport safety partnerships to ensure an integrated approach to safety outcomes.

Integrated programmes and alignment of resources

Activities must use Transport Agency endorsed best practice guidelines and examples. The latest list of Transport Agency endorsed resources can be found here.

Road Safety Action Planning should ensure that local, national, NZ Police and partnering organisations leverage off each other by coordinating their respective programmes for best effect.

Promotion, education and advertising activities achieve their greatest impact when there is consistency in the messaging.  Approved Organisations and the Transport Agency are encouraged to plan the content and timing of local road safety promotion activities to coincide with activities at the national level where appropriate and possible.

Examples of qualifying activities

Examples of qualifying activities include, but may not be limited to:

• workshops, seminars or displays to raise awareness of national, regional and local land transport safety issues
• safety education in schools, driver education and information, walking and cycling safety
• advertising (e.g. billboards, radio, television, print,  electronic and other media)
• delivery of education, advertising, awareness raising or public information initiatives that reinforce or complement related activities across the NLTP (e.g. integrated packages of activities)
• provision of integrated advice, information and support to community groups
• preparation and implementation of travel plans and neighbourhood accessibility plans where these address identified safety risks and are supported by infrastructure improvements.
• driver licensing courses where subsets of the community have not moved through the graduated license system and require support to do so

Other potential activities that are not in the above list should be discussed with the Transport Agency for eligibility.

Exclusions

This work category further excludes:

• physical works (engineering, road signs or markings) or services required to support qualifying activities, including the purchase or maintenance of capital items 
• network user information activities which do not have a significant safety outcome– for example congestion relief, travel planning, or mode shift promotion. These activities may be considered within Work category 151: Network and asset management
• sponsorship of a third party to provide “advertising” of the message is not considered to be an effective means of user behaviour change 
• driver licensing training or education courses which diminish probationary time on a license
• public transport promotion services, which are funded from Work category 514: PT facilities operations and maintenance

Benefit and cost appraisal requirements

From 1 July 2017, all activities that individually cost over $1,000,000 will require benefit and cost appraisal using the benefit cost ratio (BCR) methodology. Activities costing more than $300,000 must not be split into smaller activities to avoid determining the benefit cost ratio.

The Transport Agency expects that all activities undertake a value for money assessment, which can be provided to the Transport Agency, should the Transport Agency require it. This may be based on priorities determined in a safety strategy or action plan, comparative benchmarking, or other means of benefit and cost appraisal.

A simplified procedure for benefit and cost appraisal is available for Road Safety Promotion in the Transport Agency’s Economic Evaluation Manual  – SP13, this should be used as part of the value for money assessment. Guidance on using this procedure is provided within the Transport Agency’s Economic Evaluation Manual.

Assessment of Road Safety Promotion Programmes

Road safety promotion programmes are assessed under the Transport Agency's Assessment Framework. See Assessment of road safety promotion programmes.

Funding assistance rate

The usual funding assistance rate is:

• the Approved Organisation's normal FAR, or
• 100% of the Transport Agency costs

Non-financial contributions will not be considered part of the total project cost, and will not be eligible for financial assistance.
 
Approved Organisations and the Transport Agency are able to accept financial contributions from other parties as a contribution to total cost. If the financial contribution to the activity changes the scope of that activity, the contribution will be treated as third party funding and is to be deducted from the total cost before calculation of the Transport Agency’s funding assistance (i.e. that part is not eligible for funding assistance).
 
If the financial contribution does not change the scope, but totals more than the local share of the total financial cost, then the Transport Agency’s contribution is reduced by the amount above the local share.

Applying for funding approval

Applications for funding approval should be made through the 'Road safety promotion' module in Transport Investment Online (TIO).