Lähtekohad kulupõlenguid ennetavaks teavituskampaaniaks
Date
2008
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Tartu Ülikool
Abstract
Description
The objective of the baccalaureate thesis “The starting-points of a grass fire
prevention public service campaign” were to research the attitudes and opinions of the
campaigns target groups and also to provide starting-points and recommendations to
carry out the campaign.
The first chapter explains why grass fires are a problem in Estonia and what kind of
prevention themed informing has been carried out before.
The second chapter deals with the background of the public service campaigns target
group. There is a comparison of grass fires in different counties and on the basis of
available statistics also a comparison of the populations awareness about the
environmental dangers of grass fires. In addition there’s an overview of a Bolivian
campaign about preventing forest fires and an explanation about what methods were
used to analyze the target group. In the same chapter Päästeamet’s attitudes about the
target group of the grass fire prevention public service campaign are pointed out.
The third chapter explains the concepts campaign and social-marketing. The
explanation of the term campaign is based on the works of Kendall, Rogers and
Storey. The principles of the term social-marketing are taken from the works of
Kotler, Roberto and Lee.
The fourth chapter brings out the elements of a successful campaign and explains
what should be taken in to account when one wants to plan and execute an effective
campaing.
The fifth chapter contains description of the method and sample selection. The targetgroup
research is based on semi-structured interviews. Target-group’s attitudes about
the grass-fires were examined in those interviews. The same method was used in
forest fire preventsion campaign in Bolivia.
The sixth chapter is the outcome of the research, that is deducted from the interviews
with the members of the target group about their knowledge of the negatives of grass
fires and the associated sanctions. It appears that people have sufficient awareness
about fire protection and about the fact that grass burning is prohibited. Still the
author of the thesis doubts, whether people use all that knowledge when making a
fire.
The seventh chapter brings out the starting points and recommendations to plan and
implement a grass fire prevention public service campaign. Genereally it can be said,
that informing has been rather effective and there is no need to make fundamental
changes.
In the discussion chapter it is noted that the general knowledge about fire protection
should be researched more thoroughly. It is also important to find out how much of
that knowledge is actually put to use.
Keywords
H Social Sciences (General), bakalaureusetööd