What problem did you address/are you addressing?
Use of mobile phone when driving is increasing in Slovenia. Research made by Slovenian Traffic Safety Agency in 2015 has shown that 75% of surveyed drivers uses telephone and sends SMS messages while driving. In 2012, "only" 25% were using mobile phone.Research from USA shows that 20 % of all car accidents are caused because of mobile phone usage. In Slovenia there is no monitoring for traffic accidents caused by use of mobile phone.Young people are heavy users of mobile phones also when driving. This can have, fatal consequences, due to a large disturbance in attention.
What are your objectives?
Social marketing campaign »Don't text and drive!«
Raise awareness about dangers of texting and driving focused primary on youth and secondary on general public.
Inform about the consequences of severe traffic injuries caused by usage of mobile phones.
Include all major Slovenian media in this topic. During the campaign gain at least 40 articles about the topic.
Advocacy about need for monitoring traffic accidents caused by mobile phone usage.
Describe the characteristics of your target audience
Young people are heavy users of mobile phones also when driving. Not just for sending short text messages but also for social media. Campaign will target them through social media.Use of mobile phones in spread also among adults. Campaign will target them through media (internet, newspapers, TV and radio).
How did you disseminate/are you disseminating results?
Dissemination will be done through Zavod Vozim website and Facebook page and with newsletters send to schools, young people and professional public working in the field of road safety and youth sector. Video will be shown to young people in workshops »I still drive, but I don't walk« every year and will reach 40 % of a generation.Dissemination to general public will be done through media articles and with the help of DARS, Motorway Company in the Republic of Slovenia in signs boards on Slovenian motorway.
How did you evaluate/are you evaluating the success of your action?
The success will be measured with the number of views and shares on social media and other media coverage (internet, newspapers, TV and radio).
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 views of video on Facebook.
Number of shares of video on Facebook
Free media publicity in EUR
Response of key institutions for traffic safety for implementing monitoring of traffic accidents caused by mobile phone usage.
Number of brand impressions of "Don't text and drive"
Please describe the evaluation tools you use (i.e. surveys, interviews, focus groups, etc.)
Statistics on social media.
Statistics of press clips.
Reach of target group