Education on the topic of traffic safety – the result also depends on each road user
In 2021, in carrying out educational activities on road safety, the State Enterprise Lithuanian Road Administration (hereinafter – the Road Administration) reached an audience of more than 72,000 through direct communication projects.
Due to the epidemiological situation in the country and the restrictions applied, there was also active communication on the topic of traffic safety in the social network profiles of the Road Administration. This information was actively shared by observers. The posts on the topic of traffic safety published on the Facebook account of the social network of the Road Administration alone reached an audience of more than 730 thousand.
Each year, the Road Administration, together with the partners, pays attention to the days related to traffic safety. This time, the Traffic Safety Day (April 6) in Lithuania was commemorated by publicizing information on social networks. The information was also shared with the Police Department under the Ministry of the Interior and with the Lithuanian Road Police Service, with the municipalities, elderships, educational institutions and other partners. The Travellers and Drivers Day, which is celebrated on the last Sunday in September, was marked by an event „Branginkime gyvybę kelyje” (eng. Appreciate Life on the Road), that was organised in the Cathedral Square of Vilnius. In November, there was a light installation ‘Appreciate Life’ in the Cathedral Square of Vilnius, that was installed there on the occasion of the World Day of Remembrance for Road Traffic Victims.
In 2021, after the restrictions had been relaxed, a lot of attention was paid to direct communication projects. In addition to the projects “Traffic safety stops”, the drawing competition “Road Safety”, “Day of Reflectors”, “Be safe and keep others safe on the road”, demonstration of seat belt installations at the events, that have been held for more than a year, Battle of Minds “Safe Students 2021”, “Be safe, careful and healthy” campaign, and series of lectures on traffic safety “Safe on the road” were organised for the first time. The aim of these projects is to draw attention to the importance of road safety, to encourage all road users to behave responsibly on the roads and streets, to wear vests with reflective elements, reflectors, wear seat belts, to drive at a safe speed, to be attentive and respect each other on the road.
During the direct communication campaigns, there is an opportunity not only to discuss, but also to apply the acquired knowledge in practice. It is no secret that people in smaller towns and villages ride old, often poorly maintained bicycles. During the campaigns, the traffic safety professionals of the Road Administration explain what is a technically sound bicycle, donate bicycle headlights to those who don’t have them, and the bicycle rider right there attaches the headlights to his vehicle.
Another traffic safety project-competition “Road safety in communities”, which has been held already for more than 10 years, is the direct communication project, that involves the biggest number of the participants. In 2021, 126 Lithuanian communities, which unite more than 18 thousand people, participated in this project. Last year, as many as 370 events were organised in the communities. The project is unique in that the communities themselves creatively educate their members, during various events, on the topics of traffic safety. In addition, people living in the same village or town, in the same community, know each other best. It is therefore easier to remind the forgetful neighbour to put on a reflector when it is dark, or to discipline an intoxicated person who is getting ready to drive a car.
In 2021, two preventive campaigns, intended for monitoring of the skills of the most vulnerable road users in using traffic safety measures, have been held. The first campaign intended for monitoring of the skills in using reflectors was held in 47 municipalities (the scope of the monitoring – 1.4 thousand of the population). This campaign was also implemented in 46 educational institutions (the scope of the monitoring – 8.6 thousand students of various age). The second campaign intended for monitoring of the skills of bicycle riders and of drivers of electric scooters in using traffic safety measures was organised on the roads of national importance. The scope of this monitoring – 400 bicycle riders and drivers of electric scooters.
In 2021, after the traffic accidents that occurred in 2018–2020 had been analysed and the statistical data had been summarized, the images of a cyclist and of a pedestrian, who tragically died on the Lithuanian roads, were renewed, and according to the traffic accidents that occurred in 2015-2020, during which minors tragically died or were injured, the image of a minor pedestrian, who was injured in traffic accidents on the Lithuanian roads and streets, was drawn up. The image of a motorcycle rider, who tragically died on the roads of our country, was drawn up for the first time according to the results of the analysis of the traffic accidents that occurred in 2020, during which motorcycle riders tragically died. These images help to identify target audiences more precisely and plan the activities in such a way as to reach them through the available means and channels.
Various educational activities that are carried out by the Road Administration actively contribute in creating a safer environment on the roads and in developing a cultural road user. One of the essential goals of the traffic safety educational activities – to ensure zero fatalities on the Lithuanian roads by 2050, through the implementation of the National Traffic Safety Programme “Vision Zero”. However, a continuous and consistent work and the willingness of road users themselves to change, by participating responsibly and respectfully in traffic, are necessary to achieve this goal.
According to the data from the Lithuanian Road Police, in 2021, 146 road users tragically died during traffic accidents, that is, as many as 17% less than in 2020 (176).