Download - Road safety campaign on speed ‘face to face’

Road safety campaign on speed ‘face to face’

In the framework of the implementation of Task 6 of the Project:Modernization and Safety Improvements of the Road Network

in Ukraine – Technical Assistance

EIB - TA2015013 UA EST

PREPARED BY:November 2016

BACKGROUND

The consulting company Egis International in the framework of TechnicalAssistance „Modernization and Safety Improvements of the RoadNetwork in Ukraine” EIB - TA2015013 UA ESTfor the Ministry of Infrastructure Ukraine developed the first complexsocial campaign on road safety for Ukraine.

Modernization and Safety Improvements of the Road Network in Ukraine Technical Assistance

BACKGROUND


New road design standards

Analysing road crashes, black spots management

The infrastructure safety management procedures

Enhancing and developing Ukravtodor’s capacity

but not only…..

Good roads must be properly used…

Safer Roads by

PREVENTING ROAD CRASH INJURYA wide range of factors contribute to road crash injury

roads

vehicle trauma care

road

user

Human

behavior

factors are

involved in

80-90% of

crashes

WHY CAMAPIGN?


5 E’s:

► Education and awareness campaigns

► Enforcement

► Engineering

► Emergency

► Evaluation

Effective RS Policy is Coherent RS Policy

WHY INTEGRATED ACTIONS?


Behaviours that most often contribute to occurrence and severity of road crashes:

► Speeding

► Driving under influence ( alcohol, drugs, medication)

► Lack of restraint systems (seatbelts, child seats)

► Distraction (mobile phone usage, fatigued)

► Protection of vulnerable road users (pedestrians, cyclists,

motorcyclists – visibility, head protection)

Key Risk Factors

WHY SPEED?


higher average speeds are directly related to:

likelihood of a crash occurring

severity of the consequences of the crash

Speed

WHY SPEED?


8 © 2016 Ipsos.

KEY RESEARCH FINDINGS

Talking on mobile

Drinking and driving

Non-compliance with speed limits

(speeding, risky driving)

Failure to comply with traffic rules by

pedestrians and drivers (driving / go through a red light, do not miss a

pedestrian,crossing the road in the

wrong place, etc.)

The lack of control over the observance of traffic rules

and penalties

Poor quality of pavement, poor road markings, problems

with synchronization of traffic lights at

intersections, hard to see road signs, the old model of traffic lights -hard to see the signal

9

7

4

3

1

2

Don`t use seat belts, child car seats

5

6

8

Lack of mutual politeness/attentiveness

The behavior of taxi drivers, taxi drivers, parking

and stopping in the wrong places (near

pedestrian crossings)

QUALITATIVE SURVEY

Speed was considered a key issue in road safety in Ukraine, in Qualitative study.


ROAD SAFETY – OVERALL PERCEPTION

Drivers and pedestrians are equally positive about higher standards and new approaches to administer speed on roads.

REGULATIONS AND INFRASTRUCTURE

‘Lower speed limit in urban areas (50 km/h normal rule, 70 km/h when no-access)’

% Support

68

68

‘More strict speed enforcement (tolerance ceiling decreased from 20km/h to 10 km/h)’

% Support

‘Traffic lights automatically regulated by the speed (turns to red if a driver is overspeeding)’

% Support

R3A. New rules/standards inspired from EU best practice and experience are likely to be introduced in Ukraine to replace existing ones, with the goal of improving road safety for road and street users. For each of following topic, would you support their introduction in Ukraine, and commit to apply the new rules.

Base: Drivers (388), Pedestrians / Non-drivers (564)



75

77

69

67

ROAD SAFETY – OVERALL PERCEPTION

EFFECTIVE CAMPAIGN

Facilitating change through campaigns → SAFER ROAD USERS

Focus on a single issue

Define specific

target group

Set clear objectives

Define supporting activities

Professional advertising

agency

Market test materials, messages

Stress individual

responsibility

Monitor and evaluate

Use lessons to refine the

approach

SPEED

Men

30-45y.o.

Robust enforcement

Speed mapping – research

Raise

awareness on

speed

importance &

consequences

HOW?

WHAT IS THE SOLUTION?

OBJECTIVE: Improve observance of speed limits

CORE TARGET: Drivers, males 30-45

LOCATION: Zhytomyr, Kiev, Lviv (M06)

MEDIA: OOH (Billboards), BTL materials (Posters, Leaflets, promotioal materials), ATL campaign (TV, radio) and digital

campaign on speed ‘face to face’


CAMPAIGN LOGO

Campaign logo which will be an umbrella for all road safety campaigns, it will give us additional possibilities to use with other topics of campaigns in the future:

Visual material – road safety logo

Зважай! Дорога. (Focus! Road) Зважай! Паси безпеки (Focus! Seat Belts) Зважай! Пішоходи. (Focus! Pedestrians) Зважай! Діти. (Focus! Children)


‘FACE TO FACE’

Based on the findings from Qualitative & Quantitative studies the campaign was designed by Provid and tested by Ipsos on Males 30-45, Drivers, Total sample: n=100 interviews. Confirmed campaign creative concept:


Clear and straightforward communication

Message focused on ‘value of human life’

Strongly appealing and relevant for readers

MEDIA PLAN

360◦ media approach for the highest reach of the target group

MEDIA: OOH (Billboards), BTL materials (Posters, Leaflets) –pre - testedOther MEDIA planned: TV and internet spot, Internet banners, Radio, www, Visibility materials - gadgets


MEDIA

Creative concept:

Road Safety Radio, 30”

English translation<gradually speeding up tongue-twister>Ліз лисЛисим лісом,Ніс хвістНизом-низом.Хвіст об теренОбдер.В лісі кажуть тепер:Ліз лисЛисим лісом,Ніс хвістНизом-низом.Хвіст об теренОбдер.В лісі кажуть тепер:Ліз лис […]

<Body hits a car. Road environmental sounds, honks, brakes screeching(?). Tongue-twister abruptly cuts short with gasp of air, shocked>

(~20 seconds)

Voiceover:Even what seems harmless and innocuous at first, speeding can turn into a tragedy…Don’t rush! Keep your life!

(~10 seconds)


MEDIA

Radio spot recorded by the famous modern artists in Ukraine – Fagot (TNMK)

Road Safety Radio, 30”


MEDIA

Creative concept: each of the characters from billboards says their testimonial

TV / Internet spot 1, 2, 3


MEDIA

Creative concept: each item has special slogan adapted from the main concept

Promotional materials – gadgets for drivers and pedestrians (reflective)

Ice scratcher for car windows; thermo-mug+ slogan of the campaign „ Don’t rush! Haste will just harm! / Не жени! Поспіх тільки шкодить! ”


Car air refreshers„Don’t rush! And you will make it! / Не жени! І всюди встигнеш!”

COOPERATION

The camapign is organized by:

Partners of the campaign

Key partners:


Barbara Krol

KE4 Road Safety Campaign and Communications Expert

Modernization and Safety Improvements of the Road Network

in Ukraine

TA2015013 UA EST

tel. (+380) 685157520, (+48) 507 191 078 (PL)

email: [email protected]

Thank you for your attention!

tel:(+380) 685157520

tel:(+48) 507 191 078

mailto:[email protected]

mailto:[email protected]

Download - Road safety campaign on speed ‘face to face’

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