LIIKKUVUUS JA LIIKENNE
Euroopan tieliikenneturvallisuuden peruskirja
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Good practice submission

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Good practice submission

Attachments 
What problem did you address/are you addressing? 
2013 was successful concerning the decreasing of killed people on Slovak roads. Despite that the 223 victims of traffic accidents is an overwhelming number. The positive trend was a result of several activities: increase of repressive actions (fines), more strict conditions for getting the driver’s licence, slow improvement in the road network, new ways of education, but there is no regular program that could influence the public on regular bases about the threats of the road traffic.
Describe the characteristics of your target audience 
- Young drivers and pedestrians (topics: driving without the driver’s license, tendency to risk, driving under the influence of alcohol or toxic agents, using mobile devices while driving, headphones in the ears of the pedestrians...) - Elderly drivers (topics: reaction time, orientation, tiredness while driving and similar)- Bike and motorbikes riders (topics: technical equipment, driving technique, crossing the streets...).
How many people did you reach/have you reached? 
List the actions you carried/are carrying out 
Date 
Lauantai, 1 elokuu, 2015
Name of action 

We prepare a TV campaign consisting of TV spots of 3-5 minutes that are interconnected by the brand, content, theme but on the other hand independent on the order or frequency of the airing. The content will consist of two principles: emotion triggering campaign and education on the roads, continuation of the school education or driving school. Both principles will complement and the key words are: trust (the moderator and experts will be chosen according to their public trustworthiness), meaningfulness (not just plain threats but also skills), and consideration (although it is very hard to restart our empathy in this time of hedonism). The added goal is to build up the brand of the campaign that might be also used outside the TV spots in the interaction with the public.  
The campaign will be supported by Ambassadors of safe driving; these were chosen among the publicly well-known personalities such as the successful motorsport racers – Stefan Rosina FIA GT, Martin Homola ETCC, olympic winner M. Moravcová (swimming) and similar. Moreover this fundamental evaluation was great as we found a lot of important partners for this Project, which helped our ASN SAMS to improve our positive influence in Slovakia.
Along with the public Radio and Television of Slovakia RTVS we signed agreements with very important partners such as the Ministry of Interior Affairs, Police Presidium, Department of Road Police and Slovak Road Safety department of the Slovak Ministry of Transportation.
We have also started cooperation with other Slovak member clubs in FIA Mobility – SATC, ASA (in the past it was not such a successful partnership) and we also found new partners in Matador Automotive Company, a car leasing company VWFS (Volkswagen Financial Services). During the production we have acquired excellent cooperation relations with the National Highways company NDS. 
In 2016 we aired more than 300 replays of this spots on 2 Chanels of RTVS  we successfully finished the Drive with Head Serie 1. We create 34 spots and Management of the R5GVS order new Drive with Head Serie 2 and for year 2017 we will prepare another 20 new spots. RTVS have this spots in stabile broadcasting structure and give this program also important title as a Public Important Program which open for this program stabil future. 

How did you disseminate/are you disseminating results or how did you promote/are you promoting your initiative? 
There are two views of an evaluation of this program – one is that in 2016 have this Program more then 10 mil spectators. Second one is that 2016 decrease the number of the fatal road accidents on Slovak roads – we know, that it was not only our work.
How did you evaluate/are you evaluating the success of your action? 
Our success will be measured by the statistics in the future.
When did/will you carry out the evaluation? 
After the intervention