road safety campaign on speed ‘face to face’

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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

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  1. 1. 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
  2. 2. BACKGROUND The consulting company Egis International in the framework of Technical Assistance Modernization and Safety Improvements of the Road Network in Ukraine EIB - TA2015013 UA EST for the Ministry of Infrastructure Ukraine developed the first complex social campaign on road safety for Ukraine. Modernization and Safety Improvements of the Road Network in Ukraine Technical Assistance
  3. 3. BACKGROUND Modernization and Safety Improvements of the Road Network in Ukraine Technical Assistance New road design standards Analysing road crashes, black spots management The infrastructure safety management procedures Enhancing and developing Ukravtodors capacity but not only.. Good roads must be properly used Safer Roads by
  4. 4. PREVENTING ROAD CRASH INJURY A 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? Modernization and Safety Improvements of the Road Network in Ukraine Technical Assistance
  5. 5. 5 Es: Education and awareness campaigns Enforcement Engineering Emergency Evaluation Effective RS Policy is Coherent RS Policy WHY INTEGRATED ACTIONS? Modernization and Safety Improvements of the Road Network in Ukraine Technical Assistance
  6. 6. 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? Modernization and Safety Improvements of the Road Network in Ukraine Technical Assistance
  7. 7. higher average speeds are directly related to: likelihood of a crash occurring severity of the consequences of the crash Speed WHY SPEED? Modernization and Safety Improvements of the Road Network in Ukraine Technical Assistance
  8. 8. 8 2016 Ipsos. KEY RESEARCH FINDINGS
  9. 9. 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. Modernization and Safety Improvements of the Road Network in Ukraine Technical Assistance ROAD SAFETY OVERALL PERCEPTION
  10. 10. 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) Base: Drivers (388), Pedestrians / Non-drivers (564) Base: Drivers (388), Pedestrians / Non-drivers (564) 75 77 69 67 ROAD SAFETY OVERALL PERCEPTION
  11. 11. 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?
  12. 12. 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 Modernization and Safety Improvements of the Road Network in Ukraine Technical Assistance
  13. 13. 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 ! . (Focus! Road) ! (Focus! Seat Belts) ! . (Focus! Pedestrians) ! . (Focus! Children) Modernization and Safety Improvements of the Road Network in Ukraine Technical Assistance
  14. 14. 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: Modernization and Safety Improvements of the Road Network in Ukraine Technical Assistance Clear and straightforward communication Message focused on value of human life Strongly appealing and relevant for readers
  15. 15. MEDIA PLAN 360 media approach for the highest reach of the target group MEDIA: OOH (Billboards), BTL materials (Posters, Leaflets) pre - tested Other MEDIA planned: TV and internet spot, Internet banners, Radio, www, Visibility materials - gadgets Modernization and Safety Improvements of the Road Network in Ukraine Technical Assistance
  16. 16. MEDIA Creative concept: Road Safety Radio, 30 English translation , -. . : , -. . : [] (~20 seconds) Voiceover: Even what seems harmless and innocuous at first, speeding can turn into a tragedy Dont rush! Keep your life! (~10 seconds) Modernization and Safety Improvements of the Road Network in Ukraine Technical Assistance
  17. 17. MEDIA Radio spot recorded by the famous modern artists in Ukraine Fagot (TNMK) Road Safety Radio, 30 Modernization and Safety Improvements of the Road Network in Ukraine Technical Assistance
  18. 18. MEDIA Creative concept: each of the characters from billboards says their testimonial TV / Internet spot 1, 2, 3 Modernization and Safety Improvements of the Road Network in Ukraine Technical Assistance
  19. 19. 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 Dont rush! Haste will just harm! / ! ! Modernization and Safety Improvements of the Road Network in Ukraine Technical Assistance Car air refreshers Dont rush! And you will make it! / ! !
  20. 20. COOPERATION The camapign is organized by: Partners of the campaign Key partners: Modernization and Safety Improvements of the Road Network in Ukraine Technical Assistance
  21. 21. Modernization and Safety Improvements of the Road Network in Ukraine Technical Assistance
  22. 22. 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!