If you work together with external partners, list the most important partners and briefly describe their role.
Organiser Lithuanian Road Police Service
Social partner Švaros broliai
Communications agency Nova media
What problem did you address/are you addressing?
There is a general perception in our society that the police just punish people, focusing on drivers who violate the traffic rules and trying to eliminate them from traffic. There is also much more information in public spaces about driving offenders. However, most drivers are exemplary, and it is a pity that they are ignored.
What are your objectives?
The aim of the initiative is to promote a culture of safe behaviour on the road.
To draw attention to exemplary drivers so that they would inspire others with their example, cluster into a community of clean drivers, change public attitude on being an exemplary driver, and encourage such a behaviour.
To organise at least 4 raids in Vilnius and Kaunas in a four-month period of the initiative.
To identify and reward 500 drivers with the title of a Clean Driver.
To inform the public about the initiative and its results by means of information and on social media.
Describe the characteristics of your target audience
The exemplary car drivers encountered directly in the main streets of Vilnius and Kaunas. The information on an exemplary behaviour was made public in the media. Each month, the communication was focused on different preventive measures to address the most important traffic safety issues and their target audiences, e.g., in September we dealt with the topic of transporting small children in cars.
Is there a plan for continuing these activities in the coming years?
The initiative is planned to continue and to develop in 2019, when 800 exemplary drivers will be named, and raids will be held in three major cities of Lithuania. The exemplary drivers will be invited to join the community on the appropriate Facebook page, using the assistance of influencers, etc.
How did you disseminate/are you disseminating results or how did you promote/are you promoting your initiative?
During the raids police officers communicated directly with the drivers, let them check their driving history, allowed them to ask questions or identify problems, and encouraged them to bring their children and educate the future generation of drivers.
Active communication about the raids has been carried out: they have been announced and their results are presented on the official website of the Lithuanian Road Police Service, messages and photo galleries are shared on the social media profiles of the organiser and the project partners, live video broadcasts are held, press conferences in the mass media are organised, reports with photos are distributed, etc.
How did you evaluate/are you evaluating the success of your action?
-In September-December of 2018, 500 drivers were rewarded with the title of a Clean Driver.
-There were 5 raids held in Vilnius and Kaunas, with police officers, partners, journalists and exemplary drivers participating in the events.
-More than 60 publications in the national and regional media were published during the initiative, while information was shared in the social media profiles of the organisers and partners of the initiative.
-The number of reporting potentially drunken, dangerous and bullying drivers, as well as other violations that threaten road safety have preliminary increased by 20 percent. This means that the awareness and contributions of road users are noticeably improving – and their zero tolerance to violations is increasing.
-The trust in the Police of Lithuania seeks 75 percents, it exceeds the average of EU, it is also the highest score in Lithuania over a past decade.
Who carried/carries out the evaluation activities?
When did/will you carry out the evaluation?
Before, after and continuous monitoring
Please list the indicators you use to measure success
The trust in the Police of Lithuania.
The audience reached directly during the raids and through media.
The number of drivers rewarded with the title of a Clean Driver.
The direct feedbacks and stories heard from Clean Drivers.
Please describe the evaluation tools you use (i.e. surveys, interviews, focus groups, etc.)
Groups of drivers attending the raids, people contacting and sharing their stories.
Survey of Trust in the Police of Lithuania, organised by Ministry of the Interior of the Republic of Lithuania, implemented by Baltijos tyrimai.