Post on 21-Jan-2018
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
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 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?
Modernization and Safety Improvements of the Road Network in Ukraine Technical Assistance
5 E’s:
► 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
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
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 © 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.
Modernization and Safety Improvements of the Road Network in Ukraine Technical Assistance
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)
Base: Drivers (388), Pedestrians / Non-drivers (564)
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’
Modernization and Safety Improvements of the Road Network in Ukraine Technical Assistance
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)
Modernization and Safety Improvements of the Road Network in Ukraine Technical Assistance
‘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
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
Modernization and Safety Improvements of the Road Network in Ukraine Technical Assistance
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)
Modernization and Safety Improvements of the Road Network in Ukraine Technical Assistance
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
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
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! ”
Modernization and Safety Improvements of the Road Network in Ukraine Technical Assistance
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:
Modernization and Safety Improvements of the Road Network in Ukraine Technical Assistance
Modernization and Safety Improvements of the Road Network in Ukraine Technical Assistance
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: barbara.krol@egis-ukraina.com
Thank you for your attention!