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FII TREAZ LA VOLAN! (Be awake at the wheel!)

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FII TREAZ LA VOLAN! (Be awake at the wheel!)

The “FII TREAZ LA VOLAN!” campaign is a national initiative dedicated to road safety and preventive driving, taking place for the third time in a row in 2018.

After the first edition, in 2016, which mainly focused on increasing the Romanian drivers’ awareness concerning the main risks that can lead to road accidents (alcohol, tiredness, using the mobile phone while driving, the use of drugs as well as the use of medicine that can affect driving), and the 2017 edition which extended its target audience, focusing on drivers as well as other traffic participants who need to be as attentive and informed as the drivers (pedestrians, cyclers and motorists), the third edition, taking place between July and September 2018, brought into attention the dangers of distracted driving - especially in the context of a rising number of serious accidents caused by distracted drivers ( drivers transmitting Live videos on Facebook, for example).

What problem did you address/are you addressing? 
The third edition of the campaign mostly focused on the dangers of distracted driving.
What are your objectives? 
To increase Romanian traffic participants’ (drivers’, pedestrians’, cyclers’, motorists’ ) awareness concerning the main risks that can lead to road accidents
Indirectly, to increase road safety on a national level and, ultimately, to decrease the number of road accidents
Who was/is your target audience? 
Describe the characteristics of your target audience 
Romanian traffic participants (pedestrians, cyclers and motorists) men and women, age 18 – 65+, active on social media channels
How many people did you reach/have you reached? 
List the actions you carried/are carrying out 
Date 
Mardi, 10 juillet, 2018 - Jeudi, 20 septembre, 2018
Name of action 

10 practical experiments - Throughout the campaign, 10 driving experiments showing how distracting can simple actions be while driving were implemented, filmed and later shared on the campaign's social media. The experiments were undertaken by a professional driver in a controlled environment and showed how dangerous 10 small actions (that many people find common and do, sometimes on a regular basis) can be while driving: transmitting a Facebook Live video while driving, checking and liking a notification on Facebook, answering a question on Whatsapp, checking the name of a song with Shazam, taking a photo and sharing it on Instagram, drinking coffee, eating a sandwich, taking a coat off, typing an address on Waze, speaking on the phone without using a hands free system.

For each action, several indicators were measured and pointed out at the end of the movie: how many times does the driver look at the phone instead of looking at the road ahead, how much time does he spend driving one-handed (or even with no hands on the wheel), the longest period of time (number of seconds) the driver does not look at the road and how many meters this translates to.

Date 
Mardi, 10 juillet, 2018 - Jeudi, 20 septembre, 2018
Name of action 

Offline distribution of 500,000 brochures including statistical data and advice for drivers regarding the dangers of distracted driving. The brochures were distributed in Bucharest and the Romanian main cities.

Date 
Mardi, 10 juillet, 2018 - Jeudi, 20 septembre, 2018
Name of action 

Ample online media campaign - focusing on publishing safe driving advice for drivers in the form of info-graphics, message cards, short videos.

Date 
Lundi, 17 septembre, 2018 - Vendredi, 21 septembre, 2018
Name of action 

Donating blood initiative - Between the 17th and the 21st of September, 2018, the “Fii #donatorTreazLaVolan” (“Be an awake at the wheel blood donor”) initiative took place, calling for drivers to donate blood in support of road accidents victims. In Romania, where statistical data show that only 2% of the population donates blood, the lack of blood necessary for hospital interventions is an important issue. Given that, annually, thousands of people are injured in road accidents, and in many cases the wounded persons need blood transfusions, “FII TREAZ LA VOLAN!” campaign focused its efforts on a “call to action” in the hopes of raising awareness regarding this issue and convince as many people as possible to donate blood.

Date 
Vendredi, 20 juillet, 2018 - Lundi, 17 septembre, 2018
Name of action 

An online survey mainly addressed to drivers, but also pedestrians - The survey aimed to evaluate the current behavior of Romanian traffic participants when it comes to distractions (given the lack of such national studies), as well as to underline, in an interactive manner, important risks posed by distracted driving, as well as careless behaviors of pedestrians. Over 15,000 people participated at the survey, a number almost double compared to the previous year. The results of the study were published together with a press release, drawing mass media's attention on the dangers of distracted driving.

How did you disseminate/are you disseminating results or how did you promote/are you promoting your initiative? 
- press releases - media articles - evaluation report published online and sent to the campaign's partners - presentation of the campaign at various road safety conferences and events
How did you evaluate/are you evaluating the success of your action? 
The success of the actions was measured through the number of views/ shares/ likes and total reach of all Facebook posts, as well as through the overall reaction the campaign generated (positive reactions from representatives of the target audience, high interest for the subject from the media).
Who carried/carries out the evaluation activities? 
Internal evaluation
When did/will you carry out the evaluation? 
After the intervention
How many groups did you evaluate/have you evaluated? 
Number of interventions groups 
0
Number of control groups 
0
Please list the indicators you use to measure success 
Number of views, the number of shares and the reach of the Facebook videos (the 10 experiments)
Number of shares/likes and the total reach of the campaign’s Facebook posts
Number of people who received a printed informative brochure (500,000 people nationally)
General response from the target audience (most of the answers and reactions had a positive tone of voice)
Number of respondents who participated in the online survey evaluating driving habits (over 15,000 people, almost double compared with the previous year’s survey)
Please describe the evaluation tools you use (i.e. surveys, interviews, focus groups, etc.) 
Social media statistics
Number of people reached in the target group, both online and offline