TRANSPORT OCH RÖRLIGHET
Europeiska trafiksäkerhetsstadgan
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Good practice submission

What problem did you address/are you addressing? 
Romania is one of the European countries with the highest mortality rate in road accidents (91 dead to 1 million people in 2014), according to data provided by local authorities. The “FII TREAZ LA VOLAN!” Campaign (the title can be roughly translated to “Be awake at the wheel!”, although in Romanian the expression “be awake” can also refer to being sober, thus adding a double meaning to the campaign’s slogan and simultaneously addressing two major issues which affect road safety – alcohol and tiredness) was a national initiative dedicated to road safety and preventive driving, taking place in Romania between the 15th of July and the 15th of September 2017, with a spin-off between 16 September and 22 September focused on the European Mobility Week and Project EDWARD.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), following the success and the overall positive feedback received last year, the 2017 edition of the campaign continued to focus on drivers, but extended its target audience, also addressing to other traffic participants who need to be as attentive and informed as the drivers. Thus, during the campaign, pedestrians, cyclers and motorists were also targeted by road safety messages designed to help them become aware of the risks they are exposed to in traffic, especially when having an irresponsible behaviour, and reduce these risks through a responsible traffic conduct.
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.
Describe the characteristics of your target audience 
Romanian traffic participants (pedestrians, cyclers and motorists) men and women, age 18 – 55, active on social media channels.
How many people did you reach/have you reached? 
List the actions you carried/are carrying out 
Date 
lördag, 15 juli, 2017 till fredag, 15 september, 2017
Name of action 

Similarly to its previous edition, “FII TREAZ LA VOLAN!” continued to gain an increasingly significant momentum in the online and offline environments, benefiting from a strong support offered by well-known persons from the cultural and entertainment fields. The unprecedented large scope of the positive reactions, which came from famous people representing a multitude of domains, set the campaign apart from similar initiatives and demonstrated, at the same time, the need for such an educational campaign in Romania, where statistics show an increase of road accidents and an overall lack of discipline among drivers.   
Throughout the campaign, famous singers (Nicu ALIFANTIS, Mircea VINTILA) - even from the classical music field (Irina IORDACHESCU) -, as well as VIPs from the entertainment field (Dan HELCIUG, Dan FINTESCU), and the well-known former rally driver Titi AUR, who is actively promoting defensive driving and road safety, recorded their video messages which were then shared on the campaign’s Facebook page, as well as their personal pages. The videos where seen, shared and liked by thousands of Romanian drivers. At the end of September, many of the campaign’s videos and Facebook posts had reached thousands of drivers in the entire country, with some of them gathering around 30.000- 40.000 views and reaches exceeding 50.000, as well as thousands of likes and shares. The number of views and the videos’ reach more than doubled compared to last year’s result,
Overall, “FII TREAZ LA VOLAN!”’s messages were mainly distributed using two channels: online and offline.
Online, through the campaign’s official Facebook page, were the following type of materials were published:
- Video messages recorded by VIP endorsers
- Info-graphics focusing on preventive driving advice
- Short message-cards warning against the risks drivers expose themselves to if they have a careless/ inappropriate/ illegal behavior behind the wheel (ex: by how much the probability of an accident increases when the driver texts/ speaks on the phone/ drinks etc.)
Other online activities also included:
- An online poll testing the participants’ habits in traffic. The poll was addressed to drivers –  who were questioned about behaviors such as the use of the mobile phone while driving, drinking and driving, checking medicines for side effects that could affect their driving abilities - , but also to pedestrians, cyclers and motorists. The survey aimed to evaluate the current behavior of Romanian traffic participants (given the lack of such national studies), as well as to underline, in an interactive manner, important risks posed by careless driving, as well as careless behaviors of pedestrians, cyclers and motorists. Over 8.000 people participated at the survey, a number almost double compared to last year.
- An online reflex test which challenged users to test their reaction speed (by clicking on a button at a specific time) in two circumstances: “normally” and “after drinking alcohol” (and calculating the distance a car can cover in the additional milliseconds needed to click the button “after drinking alcohol” compared with clicking it “normally” at certain speeds – 50 km/h, 90 km/h and 120 km/h). Although not based on scientific methods and definitely impossible to be considered equivalent to a real life situation, the reflex test aimed to point out that even a few seconds can have a tremendous impact in case of an accident. 
Offline, through the campaign’s brochure, which was distributed nationally, through dedicated promoters handing the brochure in traffic, as well as an insert in one of the most popular daily newspapers in Romania. In total, 500,000 brochures were distributed nationally during the campaign.

How did you disseminate/are you disseminating results or how did you promote/are you promoting your initiative? 
Through the campaign’s webpage (www.treazlavolan.ro), Facebook page (www.facebook.com/treazlavolan), as well as through Romanian mass media.
How did you evaluate/are you evaluating the success of your action? 
The success of the action 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 (VIPs from the previous edition recording another video message for this year’s edition as well, new VIPs joining the project in 2017, positive reactions from representatives of the target audience).
Who carried/carries out the evaluation activities? 
Internal evaluation
When did/will you carry out the evaluation? 
After the intervention
Please list the indicators you use to measure success 
Number of views, the number of shares and the reach of the Facebook videos, filmed by VIPs, promoting the campaign’s messages
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 8,000 people, almost double compared with last 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