“WHEN YOU ARE NOT THINKING, YOU WILL PAY!” IMPACT AND EFFECTIVENESS OF CZECH MINISTRY OF TRANSPORT MEDIA CAMPAIGN
“WHEN YOU ARE NOT THINKING, YOU WILL PAY!” IMPACT AND EFFECTIVENESS OF CZECH MINISTRY OF TRANSPORT MEDIA CAMPAIGN

Summary/Abstract: The aim of this paper is to characterize the relationship between media campaign by Ministry ofTransport “When you are not thinking, you will pay! “ and accidents in the Czech Republic over the period 2000-2015 and to evaluate effectiveness and return of investment to the campaign. The authors were focus to the specification of selected concepts and features associated with traffic accidents, and on the basis of information on campaign objectives, audiences and advertising spotst hey characterize media campaign “When you are not thinking, you will pay”! The secondary source data for the chart analysis and interpolation according to criteria, analytical and mechanical balancing time series, choosing the appropriate model trend of accidents and consequences of traffic accidents was obtained from the website of the Czech Police and the Ministry of Transport. Analysis of the cost of the campaign was focused on the overall losses from traffic accidents and comparison of unit costs, while primary attention was paid to costs related to the killed persons. First, the cost of the campaign compared to the total cost and then only with direct, as they are created directly with the formation of an accident. Discussed was the concept of the campaign and in particular its contribution. The conclusion formulated recommendations for media communication aimed at increasing traffic safety

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