John Petropoulos Memorial Fund

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					      John Petropoulos Memorial Fund
                   Final Report

To the Alberta Centre for Injury Control & Research
            Alberta Traffic Safety Fund

                     For the
       Picnic PSA Education & Print Project

          April 1, 2007 to March 31, 2008

                 May 29, 2008

   1. Project Identification

 Title: “SLOW DOWN: It’s No Picnic Out Here” PSA: Education and Print

 ATSF Project Number: #ATSF 0702                     Location: Throughout Alberta

 Sponsor: John Petropoulos Memorial Fund (JPMF)      Project Manager: Ian Wilson

 Implementation Start Date: April 1, 2007            Mailing Address: Suite 347, 440 - 10816 Macleod
                                                     Tr. SE, Calgary, AB, T2J 5N8

 Project End Date: March 31, 2008                    Phone Number: 403-271-5319


   2. Project Purpose

Identify the injury issue targeted, and briefly describe how the project tried to resolve it.
Injury issue targeted: Motorists are not always slowing down when passing emergency services
personnel working on the road and giving them room to work.
Project goal: To continue to increase public awareness about the importance of slowing down when
passing emergency services personnel working on the road and giving them room to work by
communicating this message to high school students, driver education students and motorists
throughout Alberta, thereby reducing the risk to ESP getting struck by passing motorists.

   3. Target Group

Identify the target group for the project. How did you reach the target population?
Target group: Alberta motorists (High school students, driver education students, newspaper readers,
general public)

How target was reached:

      Internet: The JPMF’s educational materials and print PSA were shared online through, as well as via Facebook pages. They were also made available through other
       websites, including the Alberta Motor Association (AMA), Alberta Association of School
       Resource Officers (AASRO) and the Alberta Office of Traffic Safety.

      Print media: The JPMF’s SLOW DOWN print PSA was distributed among newspapers,
       magazines and newsletters across Alberta. News stories were also pitched to publications
       throughout the province.

      The classroom: Traffic safety education kits were distributed to classrooms across Alberta,
       including high schools and driver education classes.

        Through emergency services personnel: Traffic safety education kits were distributed to
         emergency services workers throughout the province for use in schools and at community

        Community events: Those who attended events hosted by the JPMF were informed of the
         Fund’s educational materials and activities.

        Television: The JPMF’s video PSA aired across Alberta through Shaw Cable Systems. Alberta TV
         stations also did news stories about the JPMF’s activities.

        Radio: Alberta radio stations did news stories and interviews regarding JPMF activities.

Did the target group change or expand during the project? If so, explain why.

4. Project Activities/ Events
Highlight the key activities/ events of the project.

Planned Activities                                 Actual Activities (Include the number of participants
                                                   at each activity.)

Send traffic safety education kits to school       Traffic safety kits were sent to the following:
resource officers, high schools, driver
education classes and emergency services           *RCMP detachments: Athabasca, Banff, Bassano,
personnel throughout Alberta.                      Brooks, Bow Island, Claresholm, Cochrane, Coaldale,
                                                   Didsbury, Fort Macleod, Fort McMurray, Fox Creek,
                                                   Grande Prairie, High River, Mayerthorpe, Nanton,
                                                   Okotoks, Peace River, Stony Plain, Strathmore

                                                   *Police departments: Calgary, Edmonton, Lethbridge,
                                                   Medicine Hat, Taber

                                                   *Fire/EMS departments: Calgary EMS, Calgary Fire
                                                   Department, Chinook Emergency Medical Services,
                                                   Coaldale & District Emergency Services, Foothills
                                                   Regional Emergency Services, Fort Macleod
                                                   Ambulance Service, Fort Macleod Fire, Lethbridge
                                                   Fire Department, Medicine Hat Fire, Palliser Health
                                                   Region EMS, Taber Emergency Services, Wheatland

                                                   *Driving schools: Alberta Motor Association, Randy’s
                                                   Driving School, Prepared Driving School, Khalsa
                                                   Driving School, Chinook Driving Academy

                                                   *School boards: Edmonton public, Edmonton

                                         *Other: Alberta Association of School Resource

Get print PSA published in newspapers,   *Publications that have already run the PSA include:
magazines, newsletters across Alberta    Airdrie Echo, Bassano Times, Canadian Emergency
                                         News, Avenue Magazine (Calgary and Edmonton),
                                         South Calgary Scanner, Wheel & Deal

                                         *Publications which indicated they plan to run the
                                         PSA include: Bonnyville Nouvelle, Fort McMurray
                                         Today, Leduc Representative, Lloydminster Meridian
                                         Booster, Strathmore Standard, Swan Hills Grizzly
                                         Gazette, Accident Prevention Magazine, 10-4

                                         *Publications which committed to keeping the PSA
                                         on file and using it in the event of an ad cancellation
                                         include: Macleans; Redpoint Media Group Inc.
                                         (publishers of Avenue Magazine, CalgaryInc, Wine
                                         Access, Apple, EOY, Up!, YMCA, West, Alberta Ballet,
                                         Calgary Opera, Prelude and Stage West); Newsletters
                                         & More (publishers of several Calgary newsletters);
                                         Alberta Venture; WHERE Calgary; Camrose Canadian;
                                         Cold Lake Sun; Edson Leader; Hinton Parklander;
                                         Innisfail Province; Wetaskiwin Times Advertiser

                                         *Publications offering discounted ad rates include:
                                         National Post, Globe and Mail, SEE Magazine, Flexys
                                         Systems Publishing Ltd., IMPACT magazine, Calgary
                                         Sun, 24 hours (Calgary), Barrhead Leader, Claresholm
                                         Local Press, Fort Macleod Gazette, Grande Prairie
                                         Daily Herald Tribune, High River Times, Lac La Biche
                                         Post, Lacombe Globe, Lethbridge Herald,
                                         Mayerthorpe Freelancer, Nanton News, Okotoks
                                         Western Wheel, Rimbey Review, Red Deer Express,
                                         Rocky Mountain House Mountaineer, Saint City
                                         News, Spruce Grove Examiner, Stony Plain Reporter,
                                         Viking Weekly Review, Jive Weekly, Alberta Views
                                         magazine, Lethbridge Living, The Source, Zoom
                                         Media, The Gauntlet, Intercamp, The Reflector

                                         *Publications which will run PSA at regular ad rates
                                         include: Calgary Herald, Crowsnest Pass Promoter,
                                         Drumheller Valley Times, Oyen Echo, Pincher Creek
                                         Echo, Provost News, Lakeside Leader, Sundre Round-
                                         Up, University of Alberta Gateway, FFWD, Sedgewick
                                         Community Press, Fire Fighting News

                                         *The Alberta Weekly Newspapers Association has
                                         the PSA and an article about the JPMF posted on

                                                  their internal site, which is accessed by their 114
                                                  members. This gives those weekly newspapers
                                                  access to the PSA at any time.

                                                  *The PSA was also distributed to fire and EMS
                                                  departments across the province through the
                                                  Alberta Ambulance Association.

Get SLOW DOWN message out through news            *The JPMF received press coverage from the
articles published in newspapers, magazines       following newspapers: Calgary Sun, Calgary Herald,
and newsletters                                   24 hours (Calgary), Metro (Calgary), Airdrie Echo,
                                                  Brooks Weekender, Cochrane Times, Fox Creek
                                                  Times, Lacombe Globe, Leduc Representative, Spruce
                                                  Grove Examiner, Stony Plain Reporter, Valleyview
                                                  Valley Views, Medicine Hat News, Lethbridge Herald,
                                                  Strathmore Standard, Devon Dispatch, Fort Macleod
                                                  Gazette and Nanton News. (Many of these papers –
                                                  including the Calgary Sun, Calgary Herald, 24 hours,
                                                  Metro and the Airdrie Echo – provided coverage on
                                                  several occasions).

                                                  *Stories about the JPMF were published in the
                                                  following newsletters: South Calgary Scanner,
                                                  Alberta Motor Transportation Association, Alberta
                                                  Fire News

                                                  *Stories about the JPMF were published in the
                                                  following magazines: Creaturesall, Canadian Driver,
                                                  Canadian Emergency News, 10-4 (Calgary Police
                                                  Association magazine)

Get JPMF’s educational materials used in AMA      The AMA agreed to share JPMF materials online and
driver education classes.                         show the SLOW DOWN video PSA in driver education

Add an explanation that would help to better understand the differences between what was
planned and what actually happened.

The activities the JPMF planned to carry out were carried out. The results of those actions, however,
were not always as expected.

With regards to the traffic safety education kits, it was expected school resource officers (SROs) and
the AMA would receive the bulk of the materials and make use of them in high schools and driver
education classes. The JPMF then planned to follow-up with the SROs and the AMA to gather relevant
data (number of classrooms receiving materials, number of students using materials, quiz results, etc.).
The AMA has been very supportive of the JPMF, but the association was ultimately unable to commit

to using the JPMF’s traffic safety quizzes in its driver education classes. That left SROs, who did receive
a large number of traffic safety education quizzes. However, the follow-up work with the SROs was
frustrating, as many did not return calls or emails; some misplaced the kits; job turnover left kits in
limbo; and others just did not keep track of how the education kits were used (some SROs even threw
out the quizzes after the students filled them out).

Regarding the print PSA, it was believed that many publications would run it free of charge for a non-
profit organization. Very few newspapers, magazines or newsletters agreed to this, however. Some
did, but the majority offered discounted ad rates. Many publications also agreed to keep the PSA on
file and use it in cases of excess space or ad cancellations. The JPMF has retained all the information
gathered from this process for future use.

The JPMF had greater success receiving press coverage from the print media. This was achieved
through press releases and strategic story pitches. Future success receiving media coverage is expected
to result from these previous achievements.

5. Project Objectives and Results
What did you set out to accomplish and what actually happened?

Project Objectives (from the proposal)             Actual Results

Reach half of Alberta students in grades 10 to     The Alberta Motor Association distributed JPMF
12 (approximately 78,000) and 13,500 new           materials to classroom instructors as support
drivers through AMA driver education classes.      materials for use in educational sessions. The AMA
                                                   also plans to make the No Picnic PSA part of its online
                                                   curriculum. Currently, the reach of the materials is
                                                   very difficult to estimate, because it is up to
                                                   individual instructors to use. This year the AMA is
                                                   working to get the material on the website and into
                                                   the class presentations. Once everything is in place,
                                                   the association estimates around 15,000 students a
                                                   year will see the message. (Perhaps more once the
                                                   web materials are fully in place.)

                                                   Due to communication breakdowns with school
                                                   resource officers, it is very difficult to determine the
                                                   number of high school students who were impacted
                                                   by this project. However, JPMF materials were
                                                   distributed to all public and separate high schools in
                                                   Edmonton and Calgary. School Resource Officers in
                                                   another 23 Alberta communities also received the
                                                   education kits. The JPMF estimates approximately
                                                   40,000 students received our message through high
                                                   school classrooms.

Reach approximately half of the estimated          The combined circulation of Alberta weekly
weekly newspaper readers (400,000) in              newspapers that were confirmed to have published

Alberta.                                     the SLOW DOWN print PSA or printed an article
                                             about the JPMF was *90,536. Readership is typically
                                             calculated by multiplying the circulation by three,
                                             because it is estimated that each printed edition will
                                             be read by an average of three people. That means
                                             that the print PSA and news coverage through weekly
                                             newspapers reached an estimated 271,608 readers.
                                             (This figure does not include the number of online
                                             readers who read about the JPMF through the
                                             websites of weekly newspapers, nor does it include
                                             weekly newspapers that planned to run the print PSA
                                             or articles on the JPMF. In some cases, the
                                             publication of the PSA and/or news stories could not
                                             be verified).

                                             *Alberta Weekly Newspapers Association figures

Reach approximately 75,000 readers through   The combined readership of Alberta daily newspapers
daily newspapers in Alberta.                 that were confirmed to have published the SLOW
                                             DOWN print PSA or printed an article about the JPMF
                                             was over *600,000. (This figure does not take into
                                             account online readership or the fact that news
                                             stories about the JPMF appeared in the Calgary
                                             Herald, Calgary Sun, 24 hours and Metro on several
                                             occasions. Also unaccounted for in the daily and
                                             weekly newspaper figures is that the print PSA was
                                             published in Avenue Magazine, Canadian Emergency
                                             News and the South Calgary Scanner newsletter. The
                                             combined readership of these publications is over

                                             *Based on 2005 NADbank stats for the Calgary
                                             Herald, Calgary Sun and Medicine Hat News; and
                                             2005 Combase stats for the Lethbridge Herald. Metro
                                             Calgary and 24 hours Calgary began publishing in
                                             2007, making readership stats hard to come by.
                                             Numbers for these free daily newspapers were based
                                             on the initial press runs of 50,000 for 24 hours and
                                             60,000 for Metro.

                                             Please note: Newspaper figures found in this ATSF
                                             Final Report and the Evaluation Report differ because
                                             the ATSF report only counts the circulation base for
                                             each newspaper once, whereas the evaluation report
                                             includes the circulation base each time a JPMF story
                                             or PSA appears in the newspaper. The evaluation
                                             report also takes into account readership, which the
                                             ATSF report does not.

Reach 570,000 Alberta motorists with SLOW           Over 1 million Alberta motorists received the SLOW
DOWN message.                                       DOWN message through the Education and Print PSA

Describe how you measured the extent to which you achieved your objectives.

The achievement of objectives was measured through close contact with project stakeholders,
including the Alberta Motor Association and individual driving schools; the Alberta Association of
School Resource Officers; emergency services departments and personnel; Alberta school boards;
government departments and agencies; and the media. As well, the achievement of objectives was
measured through media monitoring and frequent online searches of websites belonging to weekly
and daily newspapers.

5(a). Educational Workshop and Awareness-Raising Projects
What key lessons/ messages did you intend participants to come away with?

List Key Lessons/ Messages:

The key lesson we wanted participants to come away with is to slow down when passing emergency
services personnel working on the road and give them room to work. This lesson is important because
ESP have families to go home to after every shift. Workplace safety for these workers is a shared
responsibility and when communities work together, the risks to ESP can be minimized. The JPMF
encouraged the public to think of the safety of ESP from their perspective. Motorists are driving
through their workplace, so it’s important to slow down.

A secondary lesson is to yield the right-of-way to emergency vehicles

Another secondary lesson is to not follow within 150 metres of any emergency vehicle that has its siren
or lights operating

Another secondary lesson is to check your rearview mirror regularly

Describe how you measured whether these lessons/ messages were heard and understood by

The JPMF attempted to measure whether the lessons were heard through close contact with school
resource officers, however, close contact was difficult to maintain due to previously mentioned
reasons (see explanation in question # 4). Meanwhile, the JPMF was successful in getting the word out
through the print PSA and the print media. The readership of these publications indicates that the
messages were heard by Alberta motorists and it even provides a potential number of participants who
received the messages. However, whether or not these lessons were understood by the participants is
difficult to determine because the JPMF cannot follow-up with every individual reader to confirm their
response to/knowledge of the messages.

Statistics regarding roadside incidents (near misses, injuries, fatalities, etc.) involving emergency

services personnel are also scarce, so the JPMF instead relies on anecdotal evidence from emergency
services workers that we are in contact with. The findings of such anecdotal reports are mixed. Many
first responders indicate that roadside incidents are on the decline, while others suggest these
incidents are rising. All emergency services personnel in contact with the JPMF have said problems
persist regarding speeding by emergency scenes and ignorance about how to react while driving
around emergency vehicles.

5(b). Project Impact

 Were there any immediate impacts of the project on the community?
(An impact refers to any change in the community due to the adoption of information or technology by individuals or groups
as a result of the project. (The change may be positive or negative and could either be anticipated or unanticipated.) Explain
how you know the project has had this impact.

The impacts of the project were both immediate and long term. The traffic safety education kits
provided emergency services personnel, school resource officers, driver education teachers, high
school teachers, the media and others with immediate resources to help keep emergency services
workers safe on the job. These resources were employed in classrooms and downloaded from the
JPMF website in an effort to get ESP home safely after every shift. They were also made available
through the AASRO website. The response from ESP to these resources was incredibly positive. The
JPMF knows the education kits have been positively received because of the feedback from recipients
after the materials were mailed out, hand delivered or discovered through our website/Facebook

Meanwhile, the response to the print PSA and JPMF story pitches has also been positive from
newspapers, magazines and newsletters. The JPMF knows this due to the number of times the print
PSA has been published free of charge (in an environment where most publications charge for ad
space) and because several offers have been made to publish the print PSA at a discounted price. As
well, the media’s response to the JPMF’s message has been outstanding. Not only are the print media
receptive to JPMF press releases and story ideas, they look to the JPMF as a leader in the area of ESP
and workplace safety. The media’s response to the JPMF’s message is reflected in the number of
stories that publications have run over the course of the project.

The longer-term impact of all of this exposure (both through the education portion of the project and
the print PSA part of the initiative) is that it has made the JPMF a more well-known and relied upon
source of information and resources regarding the safety of emergency services personnel. This
positive exposure has occurred among emergency services workers and departments; in the education
system; and among the media.

    6. Complications and Solutions

Were there any unexpected successes and/or challenges? Describe each briefly.

Successes                                       Challenges

   1. Internet exposure – The JPMF found           4. Quizzes – getting students to take the JPMF
      several places on the Internet to               traffic quizzes proved to be more difficult
      deliver our messages and promote our            than expected. The inability to deliver the
      PSA, including Facebook, YouTube                quizzes to AMA driver education classes
      (2,875 views), CBC Exposure (1,255              limited the number of young drivers the JPMF
      views), BluTube (2,805 views), Scene            had access to. Meanwhile, keeping tabs on
      of the Accident, AASRO, etc.                    the quizzes through school resource officers
                                                      was challenging. Quizzes were lost, misplaced
                                                      and in some cases ignored. In other
                                                      situations, the JPMF does not know what
                                                      happened to the quizzes because of job
                                                      turnover or lack of contact with SROs.

  2. Media coverage - predicting media          5.     Getting print PSA published for free – it was
      coverage is always difficult, due to the         anticipated many Alberta newspapers would
      number of different factors that go              allow for free publication of PSAs from
      into determining what a newspaper                charities/non-profit organizations. However,
      will run (the biggest factor being               very few newspapers were actually willing to
      events beyond your control). So, to be           publish the JPMF’s print PSA for free.
      so successful in generating media
      exposure was a major triumph.
  3. Alberta Association of School              6.
      Resource Officers – prior to this
      project, the JPMF was unfamiliar with
      AASRO. By the end of it, the JPMF had
      established a valuable partnership
      with the association, which provides
      SROs with resources to educate young
What were the reasons for the unexpected outcomes?    How did you deal with them?

   1. The Internet was not originally              4. Due to the enthusiastic response from school
      targeted as part of the project. The            resource officers and emergency services
      plan was to approach print                      personnel who received traffic safety
      publications. However, several                  education kits, it was expected participants
      organizations were willing to share our         would be eager and willing to deliver quizzes
      messages through their websites and             in the classroom, collect the results and
      the use of Facebook also allowed the            deliver them to the JPMF. Follow-up work
      JPMF to connect with people via the             with ESP proved harder than expected, as has
      Internet.                                       been documented in this report. When this
                                                      difficulty was initially encountered, the JPMF
                                                      moved onto other aspects of the project and
                                                      later made renewed efforts to contact ESP. A
                                                      process was not in place to take a more
                                                      hands on approach to retrieval of the quizzes
                                                      because the JPMF does not have the

                                                            resources to ensure the quizzes are carried
                                                            out, marked and returned.

    2. The development of strong                        5. After encountering challenges with getting
       relationships with members of the                   the print PSA published for free, the JPMF
       media contributed to the JPMF’s                     stepped up efforts to get more exposure
       success in generating press coverage,               through print publications by pitching story
       but the major reason for success in                 ideas and sending out press releases. This
       this area was openness to our                       was highly effective.
       message and agreement that it was an
       important one to deliver.
    3. The discovery of AASRO came through         6.
       research into school resource officers
       conducted by the JPMF. A relationship
       was established following the
       exchange of emails and phone calls
       with the organization and a
       partnership was reached after the
       JPMF made a presentation to AASRO’s

    7. Lessons Learned

What worked well in this project?
The JPMF’s simple, but necessary, messages made our resources desirable to the media and new
partners in safety. As a result, this allowed the JPMF to gain exposure through the mainstream media,
the Internet, the education system, ESP, and community events. This exposure will benefit the JPMF
and Alberta motorists now and into the future.

Also, early in the project, it was realized that it would be useful to have all the JPMF safety educational
tools on one DVD (nicknamed the ‘JPMF ultimate disc’!). Having the Picnic PSA and the traffic safety
quiz (in addition to the other safety tools) was found to be very useful by those using the DVD.

What didn’t work?
Problems with retrieval of the quizzes and getting the print PSA published for free are documented in
this report, however, these problems were effectively navigated and efforts in other areas of this
project allowed it to be successful.

What would you change or do differently?
Future JPMF projects will likely rely less on the efforts of other organizations/people unless we have
received firm commitments from them prior to the start of the project.

Describe the two most important things learned from the project. (You can add more
items if you wish.
1. Partnerships – whether it’s working with ESP, the media or other organizations, the partnerships
you establish are vital to project success.
2. Communication – constant communication is required to maintain strong partnerships and ensure
project success.

8. Building on Existing Structures
Describe how your project improved community networking, partnership and
cooperation, and how it built on existing community structures, e.g. developed local
collaborative action/ and/or strengthened broad, community-based partnerships that
can better deal with local traffic safety issues.
The project helped the JPMF gain profile for the organization and its messages. This exposure led to
more partnerships between the JPMF and other organizations. These partnerships allowed the JPMF to
promote traffic safety messages among new audiences through Internet links, publications and word of
mouth. As well, the project provided organizations and individuals with access to JPMF resources, so
they can better deal with local traffic safety issues.

The JPMF partnered with the Give Us Room To Work committee (which includes the AMA and
emergency services departments from across Alberta) to send information kits (which included the
Picnic PSA, traffic safety quiz and Slow Down print ad) to over 2,000 emergency services and schools
across the province. Partnerships were also formed with AASRO, Alberta school boards, emergency
services departments, media outlets, driver education classes and Alberta’s Office of Traffic Safety.
These partners assisted the JPMF in delivering key messages to Alberta motorists by using their existing
community structures (educational courses, publications, websites, etc.).

    9. Building Capacity

How has your project increased your organization’s and/or the community’s capacity to
identify and deal with local traffic safety priorities?
The project increased the JPMF’s (as well as the community’s) capacity to identify and deal with local
traffic safety priorities by ensuring that communities across Alberta know about the JPMF and our
messages and by providing the public with the tools to improve traffic safety. The traffic safety
education kits and the print PSA provide direct messages to classrooms, newspaper readers and the
public at large, so they can take steps to improve traffic safety. These resources are also available to
ESP, so they can deliver our messages when they are in classrooms and at community events. As well,
they are available through our website and Facebook pages, so any member of the public can have
access to them.

     10. Public Awareness

How has your project increased community awareness of traffic safety issues and what
can be done to address them?
Community awareness regarding slowing down around emergency scenes has increased through direct
contact with newspaper readers, high school students, driver education classes, Internet users, ESP
and the public.

     11. Budget Report – Expenditures
Please see attached Detailed Financial Statement
                                                       Planned Expenditures       Actual Expenditures
      Budget Items (from proposal)
1     Remuneration (Salaries/wages)                   7000                      10,380

2     Supplies and materials                          600                       800

3     Printing / copying                              2000                      1200

4     Promotion / advertising                         700                       1600

5     Travel                                          400                       600

6     Evaluation and dissemination of results         1000                      1000

7                                                     1000                      1200
      Project administration:
8     Other (please describe below) – misc            300                       300
      office expenses and marketing/website



                                                   13,000                     17080
If there were significant differences between planned and actual expenditures, what are
the reasons for those differences?

There were significant differences between the planned and actual expenditures in the following

Remuneration: $3381 extra spent on education coordinator hours because we received additional
funding from the Wild Rose Foundation. There were 160 hours budgeted but we received an
additional 120 hours for a total of 280 hours. We’ve used 216 so far.

$3000 was budgeted on print coordinator but only $2349 spent. 120 hours were budgeted; 89.5
hours put in. The reason for the fewer hours was the changeover in staff in the early months
(summer/07). Once we got the Education & Print Coordinator in place, regular hours were put in.

Printing/copying was less as fewer DVDs needed to be printed. We made the Picnic PSA
downloadable from the JPMF website, along with the other educational materials such as the traffic
safety quiz. School resource officers could then download the resources themselves although many
still preferred to receive the actual DVD.

Promotion/advertising was more than double what was budgeted ($700 budgeted, $1600 actual)
because the costs of updating and regularly maintaining the JPMF website, making the PSA and
related materials available as downloadable, creating marketing htmls to communicate the
education and print project, creating various media releases and sending them out about the project
and slow down message, etc were more costly than anticipated. In fact, far more than $1600 was
spent on marketing and promotion related to this project and in particular in getting the slow down
message out to newspapers – but we’ve split the cost between our own funds and the Wild Rose

12 (a). Budget Report – Revenues
Please see attached Detailed Financial Statement
                                           Planned Revenues                 Actual Revenues
1    ATSF Grant                     10,000                           10,000

2    John Petropoulos               3000                             3000
     Memorial Fund
                                                                     (Donations: $500

                                                                     7th Anniversary Party in
                                                                     Nov/07: $2000

                                                                     Cookie dough fundraiser in
                                                                     Fall/07: $500)

3    Wild Rose Grant                Unknown                          5000

                                                                     (Supplement Education
                                                                     Coordinator: $3000

                                                                     Supplement Evaluator
                                                                     Coordinator: $2000)

     Total                          13,000                           18,000

                Source              Estimated Value of Planned In-    Estimated Value of Actual In-
                                            Kind Support                      Kind Support

1    Volunteer labour (Include      $2500 ($25/hr x 100 hours)       $6250 ($25/hr x 250 hours)

2    Emergency Services             $7500 (300 presentations x       $5000 (200 presentations x
     School Resource Units          $25/presentation)                $25/presentation)

3    Drivers Education Schools      $5000 (200 presentations x       $5000 (200 presentations x
                                    $25/presentation)                $25/presentation)

4    Newspapers                     $10,000                          $25,000

5    JPMF providing PSAs at         $3150 ($3 vs $10, so $7          $1200 ($4 vs $10, so $6
     cost                           discount x 450)                  discount x 200)

6    Elbowroom Design               $265                             $500 (reduced rate on all
     providing PSA duplication                                       graphic design, html, website
     at reduced rate                                                 maintenance etc)

7    Emergency services             $800                             $800
     associations and
     departments distribution

     Total In-Kind Revenues         $29,215                          $43,750

If there were significant differences between planned and actual revenues, what where
the reasons for those differences?
Financial Revenues:

Since we received an additional $5000 from the Wild Rose Foundation to supplement the ATSF
funding, specifically for this project, here is an explanation of how the funding was used:

Total amount revenue received for project (from all 3 sources): $18,000

Total amount spent on project (as at May 1/08): $17,080.

Remaining funds to be spent (Wild Rose funding): $900

These funds will be spent by:

Education & Print Coordinator: 25 hours ($27.50/hr) = $687.50 to continue getting Print PSA printed
in newspapers as well as Picnic PSA shown as part of school curriculum

Evaluator: 8 hrs ($25/hr) = $200 to continue to evaluate the JPMF’s efforts

In-Kind Revenues:

The volunteer labour was far higher than anticipated because the JPMF’s Managing Director who was
overseeing the project put in far more hours (volunteer position) to manage staff, hire several new
people for the positions due to staff turnover in early part of project, re-train, print out all the media
coverage, printed articles, etc and keep the project running smoothly.

Though the print component got off to a slow start due to the changeover in staff and the difficulty of
getting the slow down message printed in newspapers, it certainly gained momentum as our strategy
shifted. In the end, we received extensive media coverage on the slow down message, sometimes the
slow down print version of the PSA was used but the slow down message itself was always conveyed.

13. Evaluation Findings

Based on your evaluation findings, report the key evaluative results and outcomes.
(Please attach any evaluation instruments used or developed for this project.)

Please see the attached Evaluation Final Report
Executive Summary
The John Petropoulos Memorial Fund Society (JPMF) proposed a “Slow Down: It’s No Picnic Out Here”
Public Service Announcement (Picnic PSA) Education & Print project from April 1, 2007 to March 31,

The purpose of the project was to increase public awareness of the importance of slowing down when
passing emergency services motorists by providing education and awareness that would result in more
motorists slowing down appropriately while traveling Alberta highways. Target audiences included
high school students, students at driver education schools and newspaper readers within Alberta.

During the education portion of the project, the Picnic PSA video and Traffic Safety Quiz was presented
to an estimated 40,000 students in high schools and driver education schools. For the print component
of the project, the Picnic PSA appeared in print as a graphic or news article to 2,249,785 readers
(including Internet visits of 704,530) as a total circulation base.

Overall the project was implemented as intended; however, the strategies implemented by JPMF had
mixed success. The biggest challenge was in collecting data from traffic safety quizzes and as a result a
small amount of data was collected. Success came from presenting the print portion to newspapers
and other media channels as news releases. Also, the print portion presented in combination with
other safety initiatives added to the success of bringing the Slow Down message to a greater number of

The Picnic PSA Education and Print project needed a longer time period and better data collection to
determine if it had an impact on raising driver awareness of the Slow Down message.

14. Sharing Results
How did you and/or do you plan to communicate project results within your community
and with other communities of interest?
   1) Internet – project results will continue to be communicated through our website
      (, Facebook pages, email updates, websites of partners and/or links to other
      websites. We will post the final report on the JPMF website and include a report summary and
      link to the report in our first JPMF e-zine (June 2008). The e-zine will go out to contacts in the
      JPMF database, including stakeholders and project partners.

    2) Media – project results are shared with the community through the mainstream media (print
       publications, radio and TV)

    3) ESP – project results will continue to be shared with emergency services personnel, including

        fire, EMS and police

    4) Other partners – project results are shared with our partners, including AMA, AASRO, Office of
       Traffic Safety, Alberta Health & Wellness, Work Safe Alberta, Workplace Health & Safety, Give
       Us Room To Work, etc.

    5) Community events – project results will be shared with JPMF supporters at community events
       hosted by or involving the JPMF

15. Sustainability - Next Steps
Now that the project is over, what are the next steps and future plans? How will the
results of this project be applied?
The project has provided a clear vision for future JPMF education and print PSA initiatives.

With regards to future education-related projects, there will be greater emphasis on providing
materials/messaging and less emphasis on the administration of initiatives. The reason for this is
because the JPMF is currently a small non-profit organization with limited resources to carry out
projects that are time, labour and cost intensive. Providing materials/resources which require less
follow-up work will benefit both the JPMF and the user. To this end, the JPMF plans on further
developing its partnerships with the AMA, AASRO, government agencies, the corporate sector and
other partners, so that our messages and materials may be delivered to Alberta motorists with their
help. More specifically, the JPMF intends to create contests (poster, video, etc.) with our messages in
mind. As well, the JPMF is planning to take steps to have materials made part of Alberta’s education
curriculum. The addition of these materials to an Alberta Education resource database will allow
teachers from across the province to access these educational tools well into the future.

Regarding the print PSA, the JPMF will continue to get it published for free in publications which are
willing to do so. Meanwhile, consideration will be given to developing an advertising budget to have
the PSA placed in strategic publications which offer discounted ad rates to non-profit organizations. As
well, the JPMF will continue to send press releases and pitch story ideas to the print media in an effort
to gain further exposure.

16. Documentation
Identify documentation that supports the findings of this report and your evaluation.
Please attach copies.

      _____ Participant surveys

      _____ Questionnaires/ Assessments

      __X___ Reports – Final Evaluation Report

      __x___ News articles

      __x___ List of electronic media coverage

      __x___ Statistics

      __x___ Financial Statements

      __x___ Letters of support

      _____ Publications

      __x___ Tools developed – JPMF DVD with all safety educational tools

      _____ Studies

      __x___ CDs/DVDs/Videos/ photographs

      __X___ Other – Job posting for Education & Print coordinator, Sample feedback on JPMF efforts
      in traffic safety education

17. ATSF Support
How could the ATSF have improved our support to you?
Since communicating with other stakeholders and partners in traffic safety is absolutely essential to
the success of the project, more help in disseminating info to other traffic safety groups (as well as
receiving info from other groups) would be a huge help. With the Office of Traffic Safety’s new
community traffic coordinators in place around the province, and a system of e-mail contact now in
place, this will really help staying in the loop on what’s going on in traffic safety around Alberta.

Also, is there a possibility of having more support from the ATSF during the actual implementation of
the project? A system to ask for feedback, direction, assistance, etc would be excellent.

Provide suggestions to the ATSF for improving the grant application process.
Although we completely understand the need for measuring the impact of our activities and safety
initiatives, with such a small budget and limited personnel, it is extremely difficult to do so in reality.
This is frustrating in the application process because it is often unreasonable to expect small initiatives

to create measurable behaviour change. So, perhaps this could be addressed in the application process
so that reasonable goals can be attained, including creating awareness and educating key groups
versus focusing on decreasing injuries. Of course that is the end goal but perhaps the process of
education and raising awareness should account for more as it is a significant stage in injury

In our case, without full participation from key stakeholders such as emergency services personnel,
government, injury prevention groups, etc, it is extremely difficult to raise awareness about an issue,
let alone cause behaviour change and measure this.

In other words, creating public awareness about an issue is an integral component on the road to injury
prevention and reduction and when dealing with small groups, perhaps striving for this goal – in the
early stages – should be sufficient.

Are there any comments you would like to add? (You might like to discuss the overall
community perception of the project’s success.)
The project’s success was reflected in feedback from emergency services personnel, members of the
media, JPMF partners, traffic safety organizations and members of the public. Much of this feedback
has been provided in the “Letters of Support” submission, but it was also delivered verbally on
countless occasions during phone conversations and face-to-face meetings. The need for the JPMF’s
messaging became even more evident during the course of this project. While we hope there comes a
day when such messages are unnecessary and ESP are free from harm when they work at Alberta
roadsides, the JPMF will continue to deliver messages about workplace safety for ESP until every
emergency services worker returns home safely after every shift.

Authorization to Distribute this Report

Please indicate if you will permit ACICR to share your final report (including contact information) with
other communities who plan to do the same or a similar project.

Yes__X__          No____

Prepared by: Ian Wilson, Maryanne Pope, Georgina Schurman         Date: May 29, 2008

Accepted by: (Signature of Principal Applicant)           Date: