2 The analysis and evaluation of rural roads conservation campaign
2.1 Aims and objectives of this campaign
2.2 The approaches and the ‘position’ to campaign against clutter
2.3 The strategy
2.4 Identification of target markets and communication
2.5 The media
2.6 Organisational issues and management of processes and people
2.7 Finance and impacts
3. Lessons could be learned by future environmental campaigns
11 4. Conclusion
The analysis and evaluation of the effectiveness of environmental campaign- with a case study of rural roads conservation campaign of CPRE
When concerning about environmental campaign, it is pressing for problems to be recognized, and try to urges government to make positive policy. However, by 1990s, the government was in full- tilt mode away from positive acting and started to focus on economy improvement, which is considered to be a hard situation for environmental campaigners. This paper sets out to analyse and evaluate the effectiveness of a rural road signs campaign of CPRE, by reviewing its general issues such as objective, strategy, communication and media, attempts to identify lessons which could be learned by future environmental campaigns.
2 The analysis and evaluation of rural roads conservation campaign The environmental campaign of reducing ‘clutter’ in the form of unnecessary road sighs and advertising billboards in the countryside is conducted by the Campaign to Protect Rural England. It is believed that road signs have a useful purpose, which should be retained. However, increasing number of these signs could not enhance road safety actually. CPRE states that to campaign against clutter is not to campaign against roads safety, more useful design approaches would be taken into consideration. According to the data from clutter audits, it shows that some of the signs are not required and could be removed, and only important signs would be survived. In addition, a latest research of psychological traffic calming found that the driver behaviour would be changed efficiently by creating attracting streetscape and landscape, rather than increasing clutter (CPRE website).
2.1 Aims and objectives of this campaign
When evaluating whether the object of a campaign is effective or not, Chris Rose thought that a good campaign objective often involves something happening or no longer happening. For example: * A political agreement. Rose believes that the objective should not just be to get the agreement, rather than doing relevant act. It could be presented as a vote form, to get enough support before starting the campaign. * A corporate decision. This is to emphasis that the campaign should be made at the right part of the organization. * Public awareness. It requires the objective of a campaign to do a before and after survey, or any action from the research that could inform that people will take once they are aware, or kind of self- declaration by people who would become aware. In this way, the people who do not awareness itself would be considered as the objective. * Stopping a process. It is believed that a negative can be transferred to a positive. Which could be photographed. * A solution. To make sure whether it could be inserted into the problem, or by direct substitution.
These could be summarised into three dimensions (Figure 1):
* Size- how much of the overall problem dose the objective represent？ * Toughness- how hard it need to be tried to achieve?
* Significance- what kind of consequence and effect would be resulted from achieving the objective (Chris Rose, 2005)?
Figure 1 Choosing the right objective in terms of hardness and size (Rose, 2005)
When looking at the rural roads conservation campaign of CPRE, this campaign sets out to reduce accidents and protect and improve countryside landscape and townscape characteristics. It aims to...
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