Land Transport New Zealand provides funding for CRSP activities. For information about the funding criteria and process please click here.
Activities are funded on an annual basis. The links below are for approved funding in the 2003/2004 financial year. Please note that some community providers also receive additional funding for their CRSP activities from sources other than Land Transport NZ.
CRSP advertising is designed to support community development initiatives that address local road safety issues identified by the community. Such initiatives may address the same areas of risk that are the focus of the national road safety advertising strategy (speed, drink-drive, failure to give way and safety belts). However, CRSP advertising is likely to address other road safety issues identified by local communities as being specific to their area. To apply for, or talk about, CRSP advertising funding contact the Regional Education Advisor at your Land Transport NZ regional office.
To qualify for funding, an advertising initiative must:
Advertising is most likely to be effective and cost-effective if the development process outlined below is used. This process highlights the key areas that need to be considered before the production of any advertising initiative. It includes all of the main points that should be included in a creative brief to an advertising or design agency.
Advertising is most likely to be effective and cost-effective if the development process outlined below is used. This process highlights the key areas that need to be considered before the production of any advertising initiative:
What road safety issue are you seeking to address?
What data and information has been used to identify the issue or why has the
community chosen to address the issue? Data and information from the LTSA,
NZ Police and other road safety partners or relevant sources might have been
drawn upon to identify the issue. Alternatively, there should be evidence
that the community has identified the issue as a priority.
Who are you targeting?
What research evidence is there to back this up? Age, sex, income group, lifestyle
description. Can you describe them as a person? How are Maori, Pacific people
and/or other ethnic groups identified in the target audience for the advertising?
What road safety outcome/s will the advertising contribute to achieving (this
should be measurable), eg a reduction in crashes at intersections?
What activities (community development initiative) is the advertising supporting
to achieve that outcome?
What timeframe is the initiative taking place in and how does the advertising
campaign timeframe relate to that? The outcome of the community development
initiative should be clear and the timeframe over which the outcome will be
achieved should be explicit.
What will the advertising achieve, eg raised awareness of the dangers of
crashing at intersections?
How will it contribute to the achievement of the road safety outcome? The
advertising should be seeking to improve awareness of the community development
initiative and improve the likelihood of it being successful. In some instances,
the advertising should be able to influence a behaviour change in the target
audience.
What message/s should the audience take from the advertising? Be clear about the key messages you want your audience to take from the advertising. This is critical to ensuring the creative idea will deliver on the advertising objective.
What is the creative idea/concept (ie design or artwork), eg using a photo of a crashed car or simply using words to get a message across? How are you going to get your message across? Can you be confident the creative concept ensures the audience will receive the key message/s?
Which media channels will be used to deliver the creative idea/concept? The choice of media channels should suit the creative idea and be the best way to reach the target audience, eg print, billboard or radio. Are there alternatives that might be more cost effective, ie you can spend less and reach the same number of people? Does the timing and duration of the advertising placement support the community development initiative?
What pre-testing has been undertaken to ensure the advertising creative and
media channel choices are going to work? Where possible, pre-testing should
be undertaken independently of the advertising agency. For very small initiatives,
testing may not be cost-effective at all. For modest initiatives you might
use some students to do a street survey. For larger initiatives, a more formal
testing process would be expected.
See the CRSP manual pages 32-34 for more information about data collection.
What process will be used to evaluate the effectiveness of the advertising and what measures will be used? Advertising recall, key message recall and effect on behaviour should be measured. Changes to the crash/fatality/injury statistics could be measured to assess the achievement of the road safety outcome, however, this achievement should not, in isolation, be attributed to the advertising. See the CRSP manual pages 28-30 for more information about evaluation.
For information about briefing and agency please refer to the advertising how to guide page 3.
To apply for CRSP advertising funding to support your community development initiative contact your local Regional Education Advisor. Applications can be made on the template provided or in your own written format as long as the information required is provided.
Advertising
funding application form (PDF, 124 KB)
Advertising
funding application form (Word, 123 KB)
Sober driver advertising
example PDF, 71kb
Driver license courses
promotion example PDF, 72kb
Text control example
PDF, 74kb
Quarterly
report for advertising (for hand writing reports) PDF 99kb
Quarterly
report for advertising (for word processing reports) Word 62kb
Advertising
final report template (for hand writing reports) PDF 139kb
Advertising
final report template (for word processing reports) Word 62kb
CRSP advertising how to guide - a guide to help you implement effective advertising initiatives.
An example of what an effective CRSP advertising initiative might look like. (PDF, 72 kb)
Check out these websites and resources to learn more about marketing, social marketing and advertising.
www.healthsponsorship.co.nz/corporate/index.html - The Health Sponsorship Council is a New Zealand based social change agent, marketing important messages to New Zealanders.
www.marketingmag.co.nz - A New Zealand magazine focused on marketing.
www.asa.co.nz - Advertising Standards Authority
www.admedia.co.nz - New Zealand's advertising and media industries magazine and newsletter.