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CZECH ROAD SAFETY CAMPAIGNS ANALYSIS

Emil Drápela. CZECH ROAD SAFETY CAMPAIGNS ANALYSIS. Why road safety campaigns?. Driving: 10% car 30% road 60% driver How to change drivers? How to appeal on them?. Shock Campaigns. e.g. Think or Pay Massive shock campaign focused especially on drivers under 25.

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CZECH ROAD SAFETY CAMPAIGNS ANALYSIS

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  1. Emil Drápela CZECH ROAD SAFETY CAMPAIGNS ANALYSIS

  2. Why road safety campaigns? Driving: 10% car 30% road 60% driver How to change drivers? How to appeal on them?

  3. Shock Campaigns e.g. Think or Pay • Massive shock campaign focused especially on drivers under 25. • 5 TV spots, internet and press campaign, interactive website • short-term effect

  4. Educative Campaigns TheAction • „Theextraordinary show forevery novice driversandthosewhowillbecome a driver in future. Picturesofrealroadaccidents not painted pink. Storiesofrealpeopletheirliveswherechanged in fewfatedseconds. Thereis no happyend in these stories. They are not a part of a film or a computer game. Therehavesomething in common – theycanhappenanytime to anybody. Thereis no applauseduringthis show.Thevisitors are mostlysilent. Thisis not a theatre performance. Thisis not a fiction. Thisis ... TheAction.“

  5. Educative Campaigns The Action • Live show for novice drivers • Oriented on emotions • Still remains feeling of show, theatral performance

  6. Educative Campaigns Let’s make a deal! • focused on young drivers against drink driving

  7. Educative Campaigns Let’s make a deal! • supported by breweries (responsible drinking), popular music groups… • Informative character • Not applicable for speeding problem

  8. What I missed? SPEEDING • The most important issue to solve • Problem with appropriate speed – the driver „always know better“ how high it is • Issue hardly to change by campaigns – behavioural shift is needed • Friendly advice approach

  9. Road safety campaigns • Geographical/mentality dimension • Emotional dimension • Time dimension • Road safety campaign have to be made for specific conditions of every state.

  10. The most important message: Normal is to drive carefully, to respect speed limits. Speeding is the most frequent reason of accidents, your first fault can be your last fault.

  11. emil.drapela@cdv.cz tel.: +420 608 438 269 Thankyouforyourattention.

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