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.
What are 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
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 or how did you promote/are you promoting your initiative?
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?
When did/will you carry out the evaluation?
Before and after the 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.)
Statistics of press clips
Reach of target group