Work category 432: Promotion, education and advertising

Introduction

This work category A type of activity – not confined to a particular activity class, e.g. new roads (work category 323) appears in:

* activity class 12 – local road improvements
* activity class 13 – state highways improvements 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 A type of activity – not confined to a particular activity class, e.g. new roads (work category 323) appears in:

* activity class 12 – local road improvements
* activity class 13 – state highways improvements 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 Plans describe the tactics to give effect to a strategy. They are specific in content, action oriented and outputs focussed, resulting in a tangible set of activities to be delivered within a clear timeframe. 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 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 The police of New Zealand within the meaning of the Police Act 1958. 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 A National Land Transport Programme Interrelated and complementary combination of activities that, when delivered in a coordinated manner, produce synergies – can span more than one work category and more than one activity class, e.g. a programme could include a road improvement and public transport improvement activities. adopted by the NZTA under section 19 of the LTMA, as from time to time amended or varied (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 A type of activity – not confined to a particular activity class, e.g. new roads (work category 323) appears in:

* activity class 12 – local road improvements
* activity class 13 – state highways improvements 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 Education, advertising, and awareness raising activities within the Road Safety Promotion activity class are defined as having a significant safety outcome when the safety benefits exceed 50% of the total benefits. The NZTA may ask for a benefit cost ratio to be completed for any activity within the activity class to demonstrate the safety benefits. If the benefits can not be demonstrated to exceed 50%, the activity will be considered network user information and will not be eligible for funding in the road safety promotion activity class. – for example congestion congestion is where the volume to capacity ratio exceeds 80% for 5 days per week over at least a 1 hour time period that affects at least 1.5 km of a route.  For information on the volume to capacity ratio, see Appendix A3 of the NZTA's Economic Evaluation Manual 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; this is funded from Work category 514, PT facilities operations

Formal economic analysis requirements

From 1 July 2015, all activities that individually cost $300,000 or more will require formal benefit and cost appraisal using a benefit cost ratio (BCR The NZTA uses the BCR as a measure of economic efficiency from a national perspective as defined in the NZTA's Economic Evaluation Manual. The ratio compares the benefits accruing to land transport users and the wider community from implementing a project or providing a service, with that project or service's whole of life costs. ). Activities costing more than $300,000 should not be split to avoid determining the benefit cost ratio.

The Transport Agency expects that all activities undertake a value for money Selecting the right things to do, implementing them in the right way, at the right time and for the right price. assessment, which can be provided to the Transport Agency, should Transport Agency require it. This may be based on priorities determined in a safety strategy or action plan, comparative benchmarking Benchmarking is undertaken when the NZTA makes comparisons against similar regions and the national average. A lack of information supporting differences from regional and national averages may result in changes to the efficiency rating for public transport or maintenance programme or a requirement for a study as a condition of investment approval. Trends in these measures over time are used rather than just annual values. , 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 Selecting the right things to do, implementing them in the right way, at the right time and for the right price. assessment. Guidance on using this procedure is provided within the Transport Agency’s Economic Evaluation Manual

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).
 

An Illustrative example of where it is Thirty Party funding as the scope changed is: 

A driver licensing and safe driving programme is developed to target the 18-25 male cohort which is most prevalent in police reports and crash statistics. A local church offers to support, host and contribute to the programme. A review of the attendees in previous years or surveyed interest in the programme reveals that the attendees are predominantly from the church community, which is not the intended audience.

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.

An Illustrative example of where the scope is not changed and financial contributions from other parties can be counted as local share is: 

A commercial sponsor provides funding for cycle skills training or the Bikes in Schools programme in schools in a city. The skills training is delivered by the usual council provider (qualified instructor), is part of a Council cycling education strategy and delivered in line with national guidelines.

Applying for funding approval

Applications for funding approval should be made through the Road safety promotion module in Transport Investment Online (TIO The NZTA's web-based funding allocation system. ).