MOBILITY AND TRANSPORT
European Road Safety Charter
good practice

Good practice submission

What problem did you address/are you addressing? 
With social marketing campaign "Heroes drive in pajamas" we are addressing:In Slovenia alcohol is the cause for 1/3 of all road accidents that end in deaths. And 1/3 of these road accidents are caused by young people. A majority of road accidents due to driving under the influence of alcohol happens on weekends, Fridays and Saturdays between 23.00 and 5.00 hour. Another problem is also the peer pressure while driving. Research shows that the risk is increased fourfold when a young driver is transporting 3 or more passengers younger than 21 years of age. The risk is reduced by as much as 62 % when the passenger is older than 35 years.
SHARE WITH US YOUR OBJECTIVES: 
Raise parents’ awareness and mobilize parents to start driving their children (young people) to and from the parties – to reach 1,5 million people
Reduce number for traffic accidents caused by 15- 24 year olds due to DUI of alcohol - by 10 % in 2017.
Reduce drinking and DUI of alcohol among 15 - 24 year olds - by 10 % (in campaign months – November/December 2017).
Reduce situations where peer pressure is applied, which increases the risk of accidents – around 100 safe drives offered by disabled ambassadors on key night events.
Activate youth through empowering youth associations/centers about DUI and create ambassadors: involve 3 youth centers in the project activities
Implement specific action plans for reducing DUI in selected regions: 3 action plans
LIST THE ACTIONS YOU CARRIED/ARE CARRYING OUT: 
Date 
Friday, 1 September, 2017 to Sunday, 31 December, 2017
Name of action 

The social marketing campaign "Heroes drive in pajamas" has two levels:
* National -> awareness campaign and activation of/mobilizing parents.
* Regional/Local -> Holistic preventive approach for driving under the influence (DUI) in 3 regions.
 
Involved municipalities (and regions) in 2017 were:
 - Municipality of Brežice (Spodnjeposavska region)
- Municipality of Idrija (Goriška region)
- Municipality of Slovenske Konjice (Savinjska region).
We chose the municipalities involved as they represent rural municipalities, where access to public transport is limited, the number of road accidents is higher and the tolerance to use of alcohol is higher (more vineyards, …).
The project and its activities will continue in 2018 and 2019 in new regions. Until 2019 we will cover all the Slovenian regions.

Date 
Wednesday, 29 November, 2017 to Sunday, 31 December, 2017
Name of action 

* National level -> awareness campaign and activation of parents.
- National press conference (29. 11. 2017): Conference marked the start of all national initiative »Heroes drive in pajamas«. We presented the campaign and preventive video, used to raise awareness and activation of parents and general public. The video featured famous Slovenian sport athletes and singers as well as disabled road safety ambassador. 17 different media houses attended the media conference.
Other materials of »Heroes drive in pajamas« were: radio ads, toilet advertisements, website, printed posters, promotional clothing, roll-up banners, leaflets, car ads, …
Campaign video: https://www.youtube.com/watch?v=GnAyzWrw2BY

Date 
Friday, 1 September, 2017 to Sunday, 31 December, 2017
Name of action 

* Regional/Local -> Holistic preventive approach for driving under the influence (DUI) of alcohol in 3 regions.
- Focus groups (1.9. – 2. 11. 2017): Preliminary study on harmful use and driving under the influence of alcohol and other psychoactive substances (PAS) in selected areas: In each of this region we connected with a youth center that will be (was) involved in project. Youth center carried out focus groups with youth in their area. Debated themes were driving under the influence of alcohol and other PAS, peer pressure, potential hazardous areas for accidents and harmful use of alcohol in the region, the influence of parents, and ways of activating parents for driving young people to and from parties, possible solution for improving road safety among youth in the region.
- Regional/local discussions with youth, local representatives and other experts (structured dialog)(15. – 28. 11. 2017): We carried out 3 discussions. Those consisted of three parts: in the first part we carried out workshops for young people, where we presented the problem and topic of “Heroes drive in pajamas”, followed by a professional part where the experts in the area of traffic safety, public health presented the facts and (most important) current information. The expert work was followed by a more practical part in the form of workshops where young people, together with experts and representatives of local community, were considering ideas and possibilities for reducing harmful drinking of alcohol among young people and reducing driving under the influence of alcohol among youth. The aim of the workshops was to prepare proposals for improving road safety in the local environment.
- Action plans (28. 11. - 31. 12. 2018): Proposals coming from those involved in regional/local discussions were used to prepare 3 local action plans, where municipalities obliged themselves to implement certain activities for reducing harmful drinking of alcohol among young people and reducing driving under the influence of alcohol among youth (support road safety preventive workshops, enable safe drives during weeknights /buses, taxis), increased Police control, co financing of nonalcoholic beverages).
- Key events nights – safe drives to and from concerts (9. 12. 2017): We were offering free rides in three regions, names of the cities are - Slovenske Konjice, Brežice and Idrija. Our members, ambassadors who were disabled in road accidents, were dressed in pajamas and offering free drives to youth, to and from concerts of well-known Slovenian music groups. Ambassador were using new Toyota vehicles that were modified with a special handle that allows disabled persons to drive.
Passenger/copilot of hero in pajama, was a volunteer, representative of youth center. At locations of concerts we had promotional counters, roll-up banners, panel walls, breathalyzers. We were distributing leaflets to young people, promoting road safety and offering free drives to young people and especially to persons who showed signes of alcohol influence.
As previously agreed with the Police, throughout the night, there was increased presence of police vehicles on the streets and increased police control for drivers that might be driving under the influence of alcohol

Date 
Sunday, 31 December, 2017 to Thursday, 5 April, 2018
Name of action 

Summary of the social marketing campaign "Heroes drive in pajamas" https://www.youtube.com/watch?v=deNjJpoyGic&t=2s

How many people did you reach/have you reached? 
Describe the characteristics of your target audience 
Adolescents, young adults:Youth, future and novice drivers that lack driving experience, which is especially important in critical situations. Due to their general lifestyle they are driving more often in risky situations (at night, tired, under the influence of alcohol, under the influence of peers) and use a variety of audio and mobile devices.ADULTS:Family is crucial for the education of socially, mentally and physically healthy children, and there is a strong role of family in preventing problems during adolescence that can transcend into adulthood.We have chosen the initiative as it tackles the problem of DUI of alcohol among youth and activates parents to resume their role in being heroes – role models to their children.By involving youth, parents and local communities, we created a holistic approach for tackling the problem of DUI of alcohol and improving road safety among youth.Ambassadors of the initiative are victims of road accidents that have spinal injuries due to road accidents.
How did you disseminate/are you disseminating results? 
We designed a new internet page http://vozim.site.sitexo.com/sl/heroji-11 (for now available only in Slovenian language), that will be finished in the following month. The internet page offers information about the project, disabled ambassadors and photo material. The Internet page offers a special tool for sending messages (of support, ideas, suggestion, …) to Zavod VOZIM.Information about specific local discussions, national press conference, key events nights – safe drives to and from concerts, can be found under news (on our internet page).Preventive video (with English subtitles) can be found on Zavod VOZIM YouTube page as well as our internet page.Dissemination was done also through partners of "Heroes drive in pajamas".
How did you evaluate/are you evaluating the success of your action? 
Evaluation was done on two levels:* National -> awareness campaign- Number of press clips (print, TV, internet and radio) -> 122 clips in print, TV and internet; 210 radio ads.- Number of reached young people and adults through media -> 6,993,211 (population of Slovenia is around 2 million -> on average every person saw the campaign around 4 times)- Estimated value of media publicity in EUR -> 327,217 €- Number of views of video on Facebook -> 41,000 views, total reach 154,290 persons- Number of traffic accidents caused by 15- 24 year olds due to DUI of alcohol (in 2017) –> 193 (compared to 2016 this means 28 % reduction)- Number of DUI of alcohol among 15- 24 year olds (in November/December 2017) -> 160 (compared to 2016 this means 27 % reduction).* Regional/Local in 3 regions.- Number of free drives by disabled ambassadors on key night events -> 54 free safe drives for 98 young passengers.- Number of reached young people on key night events -> 1100.- Number of empowered youth centers on topic of road safety, DUI of alcohol -> three- Number of prepared action plans -> three
Who carried/carries out the evaluation activities? 
External evaloation
Internal evaluation
When did/will you carry out the evaluation? 
before and after intervention
PLEASE LIST THE INDICATORS YOU USE TO MEASURE SUCCESS 
Number of press clips
Number of reached young people and adults through media
Estimated value of media publicity in EUR
Number of reach and views of video on Facebook
Number of traffic accidents caused by 15 - 24 year olds due to DUI of alcohol (in 2017)
Number of DUI of alcohol among 15 - 24 year olds (in November/December 2017)
PLEASE DESCRIBE THE EVALUATION TOOLS YOU USE I.E. SURVEYS, INTERVIEWS, FOCUS GROUPS, ETC. 
Focus groups
Statistics of press clips
Reach of target group
Police statistics