TP 14055E

Table of Contents

1. Definition 
2. Guiding Principles
3. Communication Objectives
4. Target Audiences
5. Key Messages
6. Roles and Responsibilities
7. E&A Activities Plan
8. E&A Prioritization and Product Development
9. Performance Measurement

Appendix

1. E&A Plan “How To”
2. Example E&A Plan - TATC Implementation Plan

The intent of the Education and Awareness program is to ensure that railways, communities and other stakeholders are aware of regulatory requirements and to provide specific educational and awareness activities that will enhance rail safety across Canada. 

Definition

Education and Awareness is a commitment to sharing information with our target audiences regarding all aspects of Rail Safety including all on-going initiatives and any one-time communication or consultation efforts surrounding, for example, changes in regulations.

Guiding Principles

• The Education and Awareness program will promote well co-ordinated, effective communication with target audiences.
• The Education and Awareness program will support the delivery of timely, accurate and consistent messaging on the part of the entire Rail Safety organization.
• The Education and Awareness program will provide a variety of standardized, practical communications products.

Communication Objectives

• To promote messages regarding the proactive, partnership-oriented Rail Safety organization.
• To share information with railways and communities regarding changes to legislation and regulations.
• To improve the consistency of messaging by Rail Safety staff at all levels in headquarters and regional offices.

Target Audiences

Our target audiences are: 

• Railway companies 
• Rail Safety and Surface Programs staff 
• Unions
• The public
• Municipal governments
• Provincial governments
• Trucking and bus companies
• Railway associations
• Automobile associations 
• Other safety-related organizations

Key Messages

As one of the major communications objectives of this program is to improve the consistency of messaging by Rail Safety staff at all levels in headquarters and regional offices, it is important to agree upon some basic key messages. The following should be used as the basis for crafting program or initiative specific messages. 

• Safety and security are Transport Canada’s top priorities. As such, ongoing programs should be highlighted as effective and co-operative undertakings.  
• The shift in Rail Safety from reactive regulator to proactive safety partner should continue to be emphasised. 
• Regulators and the industry agree that the most effective way to improve railway safety is through education and awareness programs and the department is firmly committed to reducing risks associated with grade crossings, including trespassing.

More detailed or specific messages, based upon these broad points, will be crafted as needed.

Roles and Responsibilities

Headquarters will deliver national E&A components and co-operate with the regional delivery of the E&A program by developing the necessary communication materials. Since the development and delivery of standardized messages is key to the success of an E&A program, products such as presentations for road authorities or railways and publications of all sorts will be developed at headquarters for delivery by regional offices. 

Regional offices should:

• Deliver an E&A program that reflects national guidelines and main messages.
• Represent Transport Canada by being involved in initiatives, studies, surveys, reviews, promotions, conferences and booths in support of national and regional education and awareness initiatives.
• Maintain working relations with municipal and provincial officials to ensure that rail-safety messages are being delivered within their agencies.
• Assist in the development of the Education and Awareness Program, initiate activities and share with colleagues in regional offices and headquarters.

E&A Activities Plan

There will be a number of activities in support of on-going programs or initiatives such as Operation Lifesaver, Direction 2006 and the Safety Management System (SMS). In addition, there will be a number of one-time activities in support of changes to the legislation or regulations.

An E&A plan should be filled out for each activity and should outline the program, the product or activity being planned, the target audience, the timing of the activity, the desired result and the OPI responsible for developing the project. A description of an E&A plan is provided in Appendix 1. An example of an E&A  plan is provided in Appendix 2 and is simply included as a model or a suggestion for how an E&A plan could look.

E&A Prioritization and Product Development

Rail Safety must promote Transport Canada programs and activities to our stakeholders and develop materials required for regional delivery. It will also fall to Rail Safety to ensure, as far as possible, that material used in education and awareness is applied consistently across the country. 

Priorities will be identified and set by individual groups in their yearly E&A plans. Regions will have the opportunity to lay out priorities that best fit their circumstances and then draw on Headquarters for assistance in developing communication products as needed.

Products could include but are not limited to: 

• Written materials such as presentations and speeches for regional delivery
• Materials such as question and answer packages for departmental officials
• Rail safety posters for school age children
• Publications intended for specific audiences (i.e. a driver education handbook)
• Rail safety pamphlets as giveaways at trade shows
• Videos or DVDs

Performance Measurement

Effective performance measurement is key to a successful E&A program. Methods of monitoring and evaluating the individual components of the E&A program will be developed as the program moves along but some examples might include:

• Questionnaires at trade shows or events
• Direct communication with railways, communities or road authorities regarding their reaction to E&A efforts
• Collecting and collating information about industry awareness.

Appendix 1 - E&A Plan “How To”

Introduction

Take a short paragraph or two to lay out a simple background for the program and identify your objectives. I try to keep this simple since, while a communication strategy needs to stand alone and therefore needs context, most readers will already have an understanding of the issue.

Main Messages

These messages outline the high-level or main points that you wish to convey about the program and will form the basis for all of your communications products.

Audience (Internal, External, Industry, Government, Stakeholder, Public, etc.)

This is where you should identify your audience and what communications product best suits them. I generally do not find it necessary to prepare a separate communications plan for each audience.

Communication Product Table (Audience, Product List, OPI, Timing)

This table is a comprehensive list of products, the expected timing of these products and OPI for each. 

Appendix 2 – Example E&A Plan - TATC Implementation Plan

Transportation Appeals Tribunal of Canada
Implementation Communication Strategy

Introduction

Legislation establishing the multi-modal Transportation Appeal Tribunal of Canada (TATC) received Royal Assent in December, 2001 and the proposed date for its coming into force is June 2003. A Project Team has been established to implement the TATC within the Rail sector by June 2003. The project Terms of Reference outlines the implementation tasks to be undertaken and target dates. This is a key initiative in the modernization of Transport Canada’s regulatory framework.

The audience for TATC implementation breaks down into two clear groups: internal and external. The intent of the TATC communications strategy is to provide each audience with a communications product best suited to need and message.

Main Messages

Transport Canada is committed to revamping and re-energizing the way it regulates the transportation industry and implementing the Transportation Appeal Tribunal of Canada (TATC) is a step in that direction.

The TATC has been created following the general principles of fairness and natural justice.

The Tribunal will be independent of Transport Canada though it will report to Parliament through the Minister.

When the TATC is fully up and running, the railway industry will have access to an impartial tribunal to review notices and orders and Ministerial orders.

Internal Audience

The internal audience is composed of managers and directors in headquarters and regional offices, all railway safety inspectors and corporate audiences.

Managers and directors will have the implementation background and process for initiating a review explained in detail.

Inspectors will also require a detailed description of the TATC review process and background information on the Tribunal itself.

The corporate audience will require up-front materials such as a communications plan, timely updates on implementation and standard projects tools like questions and answers and main messages.

An Intranet web page will be created and maintained for all internal audiences to provide progress reports on implementation and to provide a one-stop reference point for all Rail Safety TATC communications materials.

Products and Timing

External Audience

The external audience for TATC implementation consists of the RSCC, the Association of Regional Railways of Canada, the Railway Association of Canada, and all federally regulated railways including Ontario provincial shortlines.

An article will be published in On Line newsletter aimed at providing basic information on the upcoming implementation of the TATC to all external stakeholders.

Members of the RSCC, the RAC and ARRC will be sent a direct mailing consisting of a cover letter and an appendix containing a description of the TATC review-initiation process.

An Internet web page will also be created and maintained to provide an access point for railways and other interested parties to access Rail Safety communications material regarding the TATC.

Finally, a short pamphlet detailing the review process, timelines and TATC contact info will be printed for distribution to all interested stakeholders.

Products and Timing